Credibility refers to the impression we make on our readers. Credibility is by far the most important part of marketing. Without this trait, our marketing efforts will not work. With this trait, your readers, your followers, your buyers, your customers, will listen to your message. They will spend those extra minutes on your website. They will take a chance and buy from you.
Usability refers to how well people can use and understand your online marketing. All of your online marketing efforts need to be as user-friendly as possible. This means that your website needs to be easy to understand and use. It’s navigation buttons needs to be easy to see and follow. Your contact information needs to be easy to find.
Visibility refers to your ability to get noticed. The whole point of marketing is to get you and your book noticed. We do this by utilizing social media such as Twitter, Facebook, LinkedIn, YouTube, etc. We can get interviewed on the radio, or in a magazine, or write a guest blog post, or get our book reviewed. The number of ways to get noticed are limitless. Of course, your own website will have links to all of the places that you get mentioned, as well as to all of your social media pages.
Sellability refers to how well you can show and tell about yourself and your book. People need to understand why your book is worth buying from you. We can help this process with press releases, videos, and testimonials. Having credibility, usability, and visibility all together make you and your book much more sellable.
Scalability refers to the momentum that your marketing efforts will achieve over time. This momentum will happen when you continue to improve your credibility, usability, visibility, and sellability. Constantly working on and improving these five elements will make them more powerful and make your marketing efforts more effective.
Each of these elements has a major role to play in ensuring that your online marketing strategy can help you achieve the higher book sales that you seek. They will not necessarily create a larger market for your book, but they will put you in the strongest position possible to make it happen in accordance with your long-term strategy for your book’s success.