While keywords may not be something you’re actively noticing while reading a book or web article, they’re vitally important in helping with search engine optimization of your brand.

After the initial flurry of publication day marketing, promotion, and publicity, it’s important to continually be promoting your book and driving traffic to retailers whether that’s by seeking out fresh promotions or staying active and up-to-date on your social platforms.

When Greenleaf’s CEO, Tanya Hall, published her book, Ideas, Influence, and Income, our marketing team treated the launch just as we would any other Greenleaf book. We discussed goals, expectations, budget, and timeline and developed a marketing strategy that we felt set the book up for success.

As the publication date of your book draws near, it's important to take some time to review the pieces of your branding and marketing strategy to ensure everything is working towards your ultimate goal, whether that's book sales, establishing your expert brand, or securing speaking or consulting work.

The title (and subtitle) of a book does a lot of heavy lifting. It has to attract the intended audience, communicate the book’s promise, differentiate the book in the marketplace, and accurately convey the book’s theme and content.

The landscape of book buying has changed dramatically over the years and trends heavily towards online book sales as opposed to brick and mortar bookstores. Based on this trend, it’s important for authors to create a digital marketing strategy to ensure that their book is discoverable online and to encourage consumers to become readers.

The launch of a book, or any product, can earn a lot of attention from the media, industry colleagues, and the public in general. Debut launches done right are sexy and full of potential, bringing with them opportunities for feature stories, author profiles, “ones to watch” lists, and so on.

After the shiny launch veneer has worn off, how do you remain on the radar of the influencers who can help your brand grow?

What are the three keys to building a strong online sales strategy?

Discoverability. Awareness. Action.

There are a multitude of ways to promote your book online. A strong foundation for your book marketing campaign should include tactics to promote discoverability, awareness, and action. Build discoverability by optimizing your book to ensure that readers are able to find it. Create awareness by building conversation, buzz, and reviews for your book. And, finally drive action that encourages readers to buy your book.