Marketing eBooks in Online Communities

Book tours are one of the many advantages of being an established author. During these heavily publicized events, you’ll go from town to town discussing the merits of your latest work to a room full of interested people who usually purchase a copy of the book after you speak—if they have yet to do so. The good news for lesser-known writers is marketing ebooks in online communities can work in much the same fashion, as long as you observe the proper decorum.

Find Appropriate Communities
If you’ve written a smoking hot romance novel aimed at mature women, the odds of finding favor in a forum dedicated to developing mobile apps are pretty slim. This is an extreme example to be sure, but the point is valid. Look for groups of people who are already interested in the subject matter of your book. You can do this quite easily by running a search for (in this case) romance novel forums. You’ll find there are online groups dedicated to just about every subject imaginable.

Once you’ve curated a list of venues, winnow it down to between five and seven of the most promising ones. Aim for groups of at least 1,000 members, with a minimum of 10,000 posts accruing at the rate of 10 to 15 new ones each day. Screen carefully for spam, eliminating heavily spammed communities from your consideration. Also avoid forums hosted by writers or publishers who are in direct competition with you.

Mind the Guidelines
Make sure the activities you’re planning to engage in are considered cool by the members. Do they allow links in posts? Is promoting your work acceptable? Are commercial messages permitted in signatures? Is it OK to communicate about your ebook offerings? Being found in violation of the above can get you kicked to the curb if you aren’t careful.

Join—Then Relax
Once you’ve made your choices, join and observe for a while. Check out the way they flow. Your goal is to fit in seamlessly when you start contributing. Go through old posts to get a feel for the culture and the tone. Observe the opinion leaders and pay attention to the moderator’s comments and reactions. Remember, you’re deciding whether to establish a long-term presence. Monitor the traffic to be sure you want to live there before you move into the neighborhood.

Introduce Yourself Gracefully
Once you’re comfortable with the forum, compose an introductory post. Tell them you joined to contribute and learn. Yes, ultimately this is all about how to sell an ebook online, but marketing ebooks in online communities requires becoming a trusted member first. You want them to see you as a valuable contributor rather than yet another huckster with a book to sell. Comment on others’ posts for a while before you introduce an original one. Your contributions should always be positive and advance the conversation. Stay away from flame wars. If someone attacks you directly, agree to disagree and bow out. Remember, you’re there to sell books, so always stay classy.

Grant Members Unique Privileges
Before you start making offers around your books, get the express written permission of the moderator so you stay within established guidelines. Free gifts are a great way to build your following and get people excited about your upcoming works. Offering interested members deals, sneak previews and other special privileges will attract positive attention. Marketing ebooks in online communities is a great way to build your audience. Just be careful to avoid offending people in the process. If you follow the advice above, communities will welcome your presence and value your input.

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