Book publicity's digital decade: Interview
with Hajni Blasko, online book publicist,
on the 10th anniversary of Substance
Books
Hajni Blasko started the world's first online book publicity network, Substance Books, in February
2001. Ten years later, she remains a pioneer in this emerging field.
FOR IMMEDIATE RELEASE
Hajni Blasko started the world's first online book publicity network, Substance Books, in
February 2001. Ten years later, she remains a pioneer in this emerging field.
What exactly is online book publicity? What does it involve?
HB: Online book publicity is an umbrella term for various forms of book publicity that take
place over the Internet, including social networking, search engine pay-per-click advertising,
branded web sites, link exchanges with other web sites and online press releases. I do a
little bit of all these things, but what I am mostly about these days is marketing through
search engine optimization and marketing, because I believe it's the most cost-productive
publicity technique when it comes to book sales.
For those of us who haven't heard of it, what does search engine marketing mean?
HB: It means making sure that your title appears within the top search results on Google and
other major search engines. This way, your title shows up in the “organic― search results, not
just the area where the paid advertising goes. After all, 93% of all web traffic passes through
a search engine, so if you want people who don't already know about your book to discover
it, this is the way to go. The key to good search engine marketing is finding the appropriate
key phrases that allow book buyers searching for their favourite genres to find our titles.
The web and its users have evolved a lot over the past ten years. How has online book
publicity changed?
HB: When I first started Substance Books, online book publicity was unheard of, so I didn't
have any similar companies to model myself on. In fact, I didn't even know what professional
title to give myself — I thought of “online book publicist― one day in the bath. I learned by tryin
different things and seeing what worked. I started off by featuring the authors together in one
website, to give them more publicity power than they would each have individually. Over
time, this website got a lot of visits, which made it crawl up higher on search engine results.
Eventually, I figured out how to get even better search engine results using SEO techniques.
There are a few more online book publicists out there now, but I think I'm the only one who
offers search engine marketing along with other services..
http://www.free-press-release.com/
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Social networking is very “in.― How can authors and publishers use it to their advantage?
HB: Authors can use Twitter and Facebook to brand themselves, meet other authors and
disseminate information about book signings and the like. But I need to emphasize that it's
one tool among many for gaining online exposure for your title. There's a tendency to
fetishize social networking because it's the “next big thing,― but it has its limits as a medium. It
might be fun to spend 20 hours a week on Facebook, but your return on your investment is
going to be poor compared to spending the same amount of time on your website or other
marketing efforts.
What should a book's website be like?
HB: It depends on your budget and publicity goals. I believe that all authors and publishers
should have a website for branding purposes, and if their objective is book sales too then it
becomes paramount that the website be search engine optimized and up to industry
standards. Amateurish websites are no longer good enough; the online competition is too
stiff. This is why Substance Books has also been offering website design and makeover
services for the past five years. If you have a mystery thriller, your website should be as
good as Dan Brown's, because that's your online competition.
How does online book publicity fit in with more traditional kinds of book publicity? Do you
see it replacing book fairs and so on?
HB: No; I think there will always be a place for traditional exposure to readers and the press,
even though online publicity is becoming more and more important. Ideally, the two forms of
publicity would create a synergy together. That's why I participate in BookExpo America
every year.
Do you have any final advice for authors and publishers who are interested in online
publicity?
HB: Just that they should focus on their main objectives. For example, if your objective is
sales, then targeting the readers that love the book's genre is probably going to sell more
books than scattering ads for your book all over the Internet. And a few loyal readers is
worth more than a whole lot of one-time visitors to your website or your distributor. It's not so
much about the quantity of web traffic you get; it's about the substance of the traffic.
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ABOUT SUBSTANCE BOOKS
Substance Books Online Book Publicity specializes in online book promotion and search
engine marketing, embracing the online arena as a crucial part of literary promotion.
Website: http://www.substancebooks.com/
http://www.free-press-release.com/
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