In my last post, I urged you to think carefully before launching a book or a podcast—not to discourage you from pursuing your dream to market this way, but to make sure your dream is grounded in reality.
If you’ve decided that it still makes sense as part of your well thought out marketing plan, how do you introduce your new book or podcast to the world? Here are 9 marketing tips based on lessons learned from all the book and podcast launches we’ve managed at FiComm.
- Understand your goal. Your launch strategy will look radically different if you are, say, writing a book as an engagement tool for existing prospects and clients, versus acquiring mass affluent clients to grow a regional business.
- Define your target. Sharpen your firm’s ideal client profile by adding as much detail and specificity as possible. Your target audience definition will tell you which media contacts are most important, as well as what message you should convey to them.
- Find your “hook.” Shopworn clichés and vague generalities aren’t enough to attract attention in a massively overcrowded market. Find a specific, catchy topic that plays up your specialized expertise, and stay focused on it.
- Start early. Plan your launch at least 3-6 months in advance. Everything needs to be ready to go on Day 1, and it really does take at least that much time to build a media list, contact reporters, set up interviews, create supporting marketing materials and more.
- Follow a two–pronged strategy. Combine PR with a detailed content marketing strategy. The two work in harmony together, so you can make the maximum impact on your audience.
- Use PR to create a massive splash on launch day with earned media. It’s your publisher or book promoter’s job to get you reviews. But you’re the one who needs to create a media list tailored to your subject matter or location. Consider local media, niche trade publications, and the broader business and finance publications and sites. In New York, set up a media tour focused on your specific areas of expertise, using your book to validate your credibility.
- Use content marketing to target more precisely and to keep your audience engaged. Your work is unlikely ever to rank number 1 on iTunes or sit in a display at the front of Barnes & Noble. But you can draw people in virally by offering small, “snackable” bits of content: tools, worksheets, quizzes, in-depth case studies, top 10 tip sheets—whatever you can think of to help your audience interact with your message. Developing these smaller items can also be great practice if you’ve never written a book or audio script before.
- Build a platform. Launch a microsite where your fans can download your book, your podcast and all your content through one portal. Through this central hub, you can capture contact information and continue the conversation with your prospects. Promote the URL everywhere, and include a very prominent link or footer on your main firm website.
- Follow up. Launching a book or podcast isn’t a one-time deal. Follow up on your PR efforts so that your name remains top of mind whenever reporters need an expert viewpoint on your specialized topic. Build relationships with people who sign up on your microsite by continually providing value to them. Stay on top of your social media.
Advisors are so talented, and have so much to share with the world. Just make sure you share it in an organized, disciplined way, so your expertise can benefit your business as much as it benefits investors.