With the first quarter quickly coming to a close, now is a good time to prepare for a thorough review of the previous months’ book marketing efforts. Looking for any holes, successes and those pesky failures, planning for changes and improvements to your efforts can be the difference between achieving your book marketing goals or not. If you haven’t yet set aside time to review and plan for the remainder of the year, consider the following:

Data Drives Decisions:

There is much to be said about the abundance of data available today. For many of us, we’re able to access metrics for just about anything in our business, with the click of a button. The same is true of your book marketing efforts. For example, if you’ve relied heavily on only one avenue previously, compile all of the data for this avenue – cost to send, return on investment, and do not neglect the time it took to create the campaigns and to arrange for printing and distribution. All things considered, you’re able to arrive at a single ROI associated with each campaign. This ROI can instantly help you forfeit marketing tactics that are not successful or are less successful, and also more costly, than others. As Colin Powell put it, “There are no secrets to success. It is the result of preparation, hard work, and learning from failure.”

Always be Testing:

Marketing, although sometimes stressful, is most times really fun! There are little-to-no boundaries as far as creativity is concerned and you’re able to play a little, or a lot. With that, it is important to always be testing. What this means is that, even if you see that running ads in a particular publication is paying off big time, who’s to say that this ad couldn’t be optimized further, tweaked just a little, or maybe a lot, to ultimately provide an even greater return than before. Just as it is risky to accept that all of your efforts should be dedicated to only one marketing medium, so to is creating only one version of your campaign and hoping for the best. Sometimes the smallest edit can make the biggest impact. Commit to creating multiple versions of your campaigns, whether they are for direct mail, email, digital or print ads, and let the results reveal a winner.

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