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Monday, October 15, 2007

Internet marketing – blog tours, part 1

Because of the nature of the web, blog tours have become an effective marketing tool. However, like most marketing strategies, it’s hard to quantify how effective it is in terms of sales.

Regardless, blog tours are low cost and get the word out (buzz) about you and your book, and that’s never a bad thing.

Also, if you’ve got a website contest going on, a blog tour is a great way to get the word out about it, because you can mention the contest at each blog on the tour.

Please use the following guidelines to help you schedule the time you’ll need for the blog tour. You’ll need time the month before the tour in setting it up (contacting people, writing guest blog posts or answering interview questions), and you’ll also need time during the tour to email reminders, to post the daily stops on the tour, to comment on each blog on the tour, and to correct any mis-posts.

Setting up a blog tour:

You can hire a publicity company to do this for you, or you can hire a virtual assistant privately to set it up for you. Most of the time, with these two options, they will send out an e-blast to a bunch of bloggers, and some will agree to host your blog tour on their blog. They usually post the book blurb and your bio, but not much else.

You can also go the cheap route and set it up yourself, especially if you know a lot of people who have blogs. This also gives you more control over the content in the blog tour.

In setting it up yourself, you simply email your friends who have blogs and ask them if they’d be willing to be part of your blog tour. Give dates—typically a good blog tour lasts anywhere from 2 weeks to a month, sometimes longer. Some blog tours are shorter—3 days—so it’s up to you how long you want your tour. A longer tour typically means softer internet buzz about you over a longer period of time, while a shorter tour means a strong internet buzz about you over those few days.

I will usually email friends at least a month before the tour starts, ideally 6 weeks so that I can send books to each blogger in plenty of time (see the next post about sending books) and have lots of time to answer interview questions and write up guest blog posts.

Each person who agrees to be part of your blog tour then picks a date that they will post about your book. An alternative is to ask each person to commit to posting during a certain week of the tour, and then in your Blog Tour Schedule, list the bloggers by week.

Next: Setting up a blog tour, continued

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