How to Promote Your Book Online

LTK: What is a blog tour and how is it used in promotion?

Nikki Leigh:

Simply, a virtual blog tour is a cyber “tour” of various blogs and websites. These blogs and websites usually have themes that match the topic, theme or genre of the book that is being promoted. This “tour” lets authors reach many people as they travel through the blogosphere. A virtual tour also allows the authors to continue living their normal life, working, spending time with family – without leaving home. A virtual tour is used to get the word out about the author and their book. Most of the tour is done through the use of blogs, the author and book gain great search engine exposure – often overnight. Through guest posts, excerpts and articles that are relevant to the book’s content, authors can give samples of their writing style and with non-fiction books, it can build author credibility. A virtual blog tour can be used to promote just about anything, not just books. Feel free to [nikki_leigh22939@yahoo.com contact me] for more details.

LTK: How does a blog tour work?

Nikki Leigh:

A tour contains a set of blog posts, website interviews, reviews, articles, excerpts, book and author details or guest posts that are posted during a set amount of time. These can be posted on blogs, websites, newsletters, radio shows and almost anything else that I find. Various blog owners “host” the touring authors. Many ask interview questions about your book or they may request that you write an article about a part or element of your book. I try to leave it up to the blog or website owner to choose what they want to post.

LTK: What is a virtual tour host?

Nikki Leigh:

A virtual tour host may own or manage a blog, website, newsletter, radio show etc. Almost anyone can qualify to be a tour host, and I welcome people to contact me if they are interested. On each tour, I search for sites that are compatible with the book topic or genre. This helps the touring author gain exposure to their target audience – that gets the best results for the author. I encourage the host to promote the author’s visit and in return, I promote their blog, website etc on the promotional posts and schedule that I compile and promote for each tour.

LTK: How do blog tour results differ from a bookstore tour?

Nikki Leigh:

Virtual blog tours are a wonderful alternative to a “live” bookstore tour. A bookstore tour can be very expensive, consume a lot of your time, take you away from your family and job and there’s no guarantee it will be successful. A blog tour can be done from home and in your pajamas if that’s what you prefer. A virtual tour can be much more targeted (by getting you in front of people who are most likely to be interested in your book) and it is much more cost effective. The tour posts are accessible online long after the actual tour.

LTK: In your marketing teleseminars you discuss whether or not to use a publicist or conduct the tour yourself. What's the difference?

Nikki Leigh:

If the author is very organized, has contacts and doesn’t mind “cold calling” blog and website owners, they could coordinate the tour. However, I’ve seen authors try to do their own tour with pretty bad results. The tour is to promote your book and yourself. So, you want to make a great impression. I should also mention that all tour coordinators are not equal. Not all coordinators do the same amount of work or offer many tour options. I’ve been very surprised how few choices are offered. I try to be as flexible as possible with my clients. If you look at my tour options or promotional services and you don’t see what you want – contact me. I’m willing to brainstorm something that will work for you and your situation.

LTK: People want to generate sales with a blog tour. What other benefits can they expect?

Nikki Leigh

In addition to sales, the author and the book are getting exposure. You will have a far greater search engine presence after your tour and that will continue to work for you for years to come. Through posts and articles, you can increase your credibility. In April 2008, I was able to line up a number of working relationships for a client that will continue long after the tour is over. I worked with an author in February on a mentored tour and he has seen an increase in book sales, radical increase in his website presence and learned many ways to promote his book to use for every other book he releases and promotes. I come into this service with over 16 years of promotional experience and draw from that experience to help authors learn a lot. The amount the author learns and some of the effectiveness are affected by their involvement. Some tour coordinators say the author doesn’t need to do anything, but I’ve found results are magnified when the author is more involved.