It’s great to be a guest in the media! When they put you in front of their audience, it's valuable exposure, spreads your message, grows your own audience, and helps you sell more books. Unfortunately, some authors fail to leverage that media interview for all its worth. Want to get the most value out of that media coverage?
“Wait a second,” I can hear you saying. “If that [show/website/publication/etc] has a bigger audience than I do, what good is it for me to promote it?”
That’s a fine question! Here are a few reasons you should promote your media interview…
- It’s the polite thing to do.
- Makes this media outlet happy they featured you.
- Grows your credibility.
- Better than just talking about your book again.
- Tells search engines and apps that your appearance is notable.
- Makes that outlet more likely to ask you back in the future.
- Makes you more attractive to future media.
Worried that talking up your media interview will seem like bragging? Focus on the value that we’ll get if we go read, listen, or watch that piece. What topics did you cover? What can we learn that will improve our lives?
When you clue us into what the appearance is about, that makes it less self-promotional. Which will actually make us more likely to click through—and (would you look at that!) do a much better job of promoting you.
If you’ve been following this column, then you might remember that the #1 rule of book publicity is that you don’t lead with the book. Your pitch to that media outlet should be a compelling topic on which you can speak as an expert. (This holds true for every author—including novelists, poets, children’s authors, and any other type you can list.)
If you did that, then your appearance should certainly be worth sharing! Now, let’s look at how you can get more mileage out of it…
#1- Add It to Your Website Media Page
Media attention brings more media attention! Don’t think of each media interview as a single, unrelated event—be sure to put something on your website to show it happened.
If it’s a website or blog, include a link or post a screen capture. If it’s a print publication, scan the item and post the image on your website. Embed audio files or video files.
Your media page serves as a portfolio. As your collection grows, you can leverage those appearances for even larger opportunities in the future.
When I was a guest on The Writing Coach with Kevin T. Johns, I added that appearance to the media page on my website at Build Your Brand Academy.
That’s the episode’s official graphic. The podcast episode is embedded right into my page.
Listen to the episode here: http://www.kevintjohns.com/2018/10/04/writingcoach79/
#2 - Email Your List
Do you have an email list? (If not, you should. Look for help getting started in an upcoming column.)
If you do have an email list, then send out a link that pointed right to where folks can watch or listen or read your media interview or appearance online.
Offer a compelling reason to click through. Instead of focusing on yourself, share what they can get out of that show or article. Try to come up with at least three bullet points.
Include a link and a direct call to action to go read/listen/watch. You can either send them to that media outlet’s website or send them to where you have it posted on your own website.
Here’s a picture of the email I sent out to the Build Your Brand Academy list about my appearance on The Writing Coach.
#3 - Share on Social Platforms
When you promote that media coverage on social platforms, be sure to focus on what’s interesting about it. Don’t just say, “Hey, I was interviewed” and think everyone will go crazy about it. You’re asking us to leave the comfort of that social platform and go somewhere else. Focus on what we get out of it!
No social content reaches everybody, so post something about that media interview a few times over the coming days or weeks. Try to vary the posts with different text, and different attachments (images, graphics, GIFs). To hit more people—without overwhelming your followers—spread out your posts across different times of day, and different days of the week.
To create a bunch of posts at once, open a word document and make a list of topics, quotables, or bullet points from that article or show. When you build a social post around a great point that you made, we’re way more likely to click the link so we can check out the whole thing.
Be sure to tag all the appropriate parties. This can include the profile of that media outlet, as well as the interviewer and anyone else who was part of making this happen. Not only does that alert them that you shared, but they might share your post with their audience!
Include relevant hashtags when appropriate. This increases the chances your post might get in front of more people.
Many times, the media that’s featuring you might create a graphic for that story. If not, you can take a screen capture off their website. If you’re feeling creative, you might even create your own graphic—try to include their logo or branding.
Use CoSchedule’s free Social Media Message Optimizer to help you craft better posts. Paste in your copy and this online tool will alert you to ways you can make it better suited for each platform. [https://coschedule.com/social-message-optimizer]
If you’re looking for strong hashtags, you can’t go wrong with the free online tool Hashtagify. Pop in your current hashtag and this website will show how active that hashtag is—and offer related hashtags, some of which might even have a better score.
Here’s one of several posts I created to promote my appearance on The Writing Coach show. Notice that it leads with a teaching point, tags Kevin’s Twitter account, and includes two relevant hashtags. I also attached the official episode graphic.
#4 - Blog About Your Media Interview
Another useful way to promote that feature is to write about it on your blog. You can tease what’s in the piece itself, or offer a glimpse behind the scenes. (Assuming that the behind-the-scenes story is interesting.)
For images, you can share official graphics or post screenshots from their website. If it’s a media format like video or audio, you may be able to embed the file right in your blog post.
You should also link to their site. (Point directly to the page that features your appearance). If there are related tools or resources, you can link to those as well.
Below is an example where I blogged about being the guest expert for Rachel Thompson’s #BookMarketingChat on Twitter. (I somehow neglected to blog about my appearance on The Writing Coach. Sorry about that, Kevin.)
To promote the chat, I wrote up a general introduction with bullet points that preview what you can learn if you read it. I used Twitter Moments to collect the thread, and embedded the entire chat right into the blog post. [https://buildyourbrandacademy.com/blog/13624/effective-author-pr-with-bookmarketingchat]
#5 - Ask Other People to Share
If you’re happy with how that media appearance turned out, don’t be afraid to ask other people to share it, too. This can be as simple as a social post or a quick email.
What Are You Going to Do Now?
Being a good guest of the media includes sharing that media interview after the fact. Not only is it good manners, but it will also help you network and grow your credibility.
Have you appeared in the media? In the comments below, let us know how you promoted it!
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