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Category: Community building

Junior Designer

Publisher: The Quarto Group
Job Location: London, UK

We are looking to appoint an Online Marketing and Social Media Executive in our Adult Title Marketing, UK team. Reporting to the Senior Marketing Manager, this role will work primarily with The Quarto Group Adult imprints and drive www.quartoknows.com social media growth. You will also be involved in select campaigns for The Quarto Group Children’s imprints and activity on their social media channels.

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How to start?

You have a Twitter account, are active on Facebook, have a LinkedIn presence and a website, but you need these to work for you. We all face the difficult task of finding new clients, but marketing via social media can make selling your services online much easier. Social media can be a great way of backing up how you engage with prospective clients and lead to lively and informative conversations online, if you have a clear and positive online presence.

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Each month BookMachine offers a community member, with great ideas, the chance to write on the site. July’s joint winner (with Richard McCartney’s piece), was Dawn McGuigan with her top tips for working with book bloggers in the long term. 

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BookMachine Works is a creative events and marketing agency, specialising in the publishing industry. We combine experience, energy and enthusiasm to create outstanding events and unrivalled marketing campaigns. Here Suzanne Kavanagh, who is part of the team, shares her tips on how you can apply UX techniques and persona development across your business.

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BookMachine Works is a creative events and marketing agency, specialising in the publishing industry. We combine experience, energy and enthusiasm to create outstanding events and unrivalled marketing campaigns. Here Nicola Slavin, who is part of the core team, shares her tips on why email should be your priority.

For many marketers, email is one of the most important channels. Adestra’s recent report says email reigns supreme in terms of delivering ROI and it drove an estimated £29bn of UK online retail sales in 2016.

And yet, for those of us promoting books in an ever-changing digital landscape, email can get lost in the rush to create video content, hashtag campaigns and social media accounts.

All of these have their place but there’s little doubt that a healthy, engaged, growing email list is one of the most powerful assets you can own. That’s true whether you’re launching a new book, promoting backlist, or building up your brand.

Here’s a few reasons why…

Your email list belongs to you

Every social media comment, every Amazon review, every Goodreads conversation – they’re all happening on networks subject to algorithm changes, platform updates and acquisitions. The people on your list haven’t used a social account to give you a fairly meaningless like or follow. They have trusted you with their email address – not Facebook or Twitter or Goodreads. This means you own some very valuable data.

They’re already engaged

Your subscribers are usually there because they’ve opted in, and now they expect to receive content. You need to work to keep your list current – tracking open rates, click-throughs and conversions can help keep it healthy – but the fact people have chosen to hear from you is a great starting point.

You can build relationships

One way to capitalise on this is to talk with your readers. You can do this on social media too, but particularly for small publishers and authors, email allows for ongoing conversation. Engaging with your subscribers is also a natural way to keep your list healthy. A small, engaged list is better than a huge, disinterested one.

Targeting

If you’re a publisher with multiple series or an author with a diverse writing portfolio, you might find it hard to know where to focus with social media. Although platforms like Facebook allow you to target posts, there isn’t much that can compete with a well-segmented email database. If you capture the right kind of information, you can send incredibly targeted communications.

Automation

With Mailchimp opening up automation for free accounts and other email service providers onboard with automation, there’s little excuse for not utilising this powerful tool.  An automated sequence allows you to set a trigger or series of triggers so that your readers receive targeted emails whenever you choose. For example, you could share a book recommendation one week after a reader has signed-up.

It works both ways

A healthy email list is an asset not just in itself but because of the other ways it can be used. For example, Facebook’s advertising platform allows you to use your list and build a very targeted audience. This is a great way to reach people who are already interested in your content but might not previously have bought anything.

You can contact BookMachine Works to discuss how we can help you with your own mailing lists.

serialisation

This is a guest post by Laurence Kilpatrick. Laurence keeps track of developments in the world of non-fiction, offering bespoke book recommendations to The Pigeonhole business book club clients, while also managing projects with our publishers, ensuring that their stock of crime, thriller and commercial fiction titles reach the biggest audience possible. You can contact Laurence@ThePigeonhole.com or @ThePigeonholeHQ.

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Crowdfunded publishing

Lauren Nickodemus is co-founder of the indie publishing company Monstrous Regiment, and works in book marketing. Originally from Michigan, she is now based in Edinburgh. She tweets very sparingly at @laurennicko and spends her free time writing speculative fiction.

Ellen Desmond makes up the other half of Monstrous Regiment. In 2016 she was awarded the title of Ireland’s Best Student Editor and nominated for an SAAI Award for contribution to Irish student media and publishing. She’s always happy to connect on Twitter @ellen_desmond.

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Sweek, a social platform for free reading and writing, and Ravensburger, a well-known German publisher, have successfully completed #SchreibMitRavensburger, a Young Adult writing contest. At an exclusive event at the Ravensburger headquarters, Samira Bosshard was revealed to be the winner of the contest and earned herself a publishing contract, after impressing both the Sweek reading community and the expert jury of Ravensburger.

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Norah Myers is a freelance publishing consultant for BookMachine. She is currently writing a business book for a marketing company, practising Pilates, and eating too much flourless chocolate cake (and it shows). Her Twitter and Instagram handles are the same: @bookish_norah.

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Digital reading platform The Pigeonhole have launched a competition with Pan Macmillan, giving 500 winners early access to a serialized exclusive of Ken Follett’s latest blockbusting novel, A Column of Fire (see below for more info). Ahead of this, The Pigeonhole’s Laurence Kilpatrick shares his top tips for pre-launch publicity.

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In May this year, three wrestling matches were held in a library. Two small poetry publishers, Sidekick Books and The Emma Press, nominated their champions for the ‘Pamphleteers’ grand slam, roared about their scrapping prowess and set them against each other in a no-holds-bard smackdown. Pamphlet took on pamphlet, and the poetry pitted dinosaurs against dragons, witches against sinister government agencies and, most curiously of all, mackerel salad against Angela Lansbury.

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Jodie Mullish is Communications Director for Bluebird, part of Pan Macmillan. Previously, she was Head of Fiction Marketing at Pan Macmillan, and has held Publicity and Marketing roles at Quarto, Penguin and a number of award-winning agencies. Jodie has also occasionally worked as a freelance journalist and copywriter. Here, Norah Myers interviews her about what makes a successful communications team.

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