MARKETING

PUBu marketing sessions are designed primarily for marketers, publicity and sales teams. However, designers and developers will also benefit from the sessions. Since publishing is a team project, other disciplines will benefit from gaining a marketer's perspective and thus are encouraged to join and participate as well!


MARKETING TODAY

Marketing is both a science and an art, and this year’s marketing track at PUBu will give each its due respect. From writing copy that compels readers to action to creating a Facebook marketing campaign with respect to ROMI, there is plenty of theory to be discussed. But there are even more tactics to be discovered. It's our hope that you walk away from the creative and actionable marketing sessions with tangible and practical ways to market the products under your stewardship.


Author
Jeffery James

Creative Director and Principal of Spire2 Communications

Session 1

Books Marketing Themselves: How to Leverage Book Content to Reach Readers

Content marketing strategically distributes valuable content to readers who want to go deeper with the topics and authors they’re interested in. This mode of marketing is especially relevant for publishers because there is so much valuable material in books, even though it may seem counterintuitive to offer any of it for free. Learn when, why, and how to adapt book content to reach and mobilize readers.

Author
Ryan Frederick

Principal and Creative Director, EMG

Session 2

Marketing to Friends, Not Strangers: A Case Study on a Simple, Often Overlooked Truth

For years, we cultivated an audience and ministered to people at FierceMarriage.com. We gave, gave, gave and then we asked. And when we asked our devotional Two as One, hit #19 on all of Amazon. In this session, you'll hear our story of serving young married couples, breaking through the noise in a very crowded space, and building organic momentum that launched our book higher than we had ever imagined.

Author
Jeffrey Kranz

Co-founder of Overthink Group

Session 3

How to Get on Google's Front Page, Step-by-Step

We've been lied to about SEO and SEM. It's a lot less technical than you think—in fact, you could be pulling in new readers straight from search engines every day without needing to code anything. In this workshop, you will see the step-by-step, non-technical formula that has helped software startups, publishers, and writers build their audiences by getting to the front page of Google's results. You'll see:

  • How to see what people are searching for
  • How to size up your competition
  • How to write (or get your authors to write) winning content
  • . . . and the answer isn't, "Get a new website"

This is not SEO theory. Everything covered in this workshop will have a real-life example.

Author
Roger Festa

Publicist at P&R Publishers and Facebook Marketer

Session 4

Selling Books on Facebook: Stop the Madness and Start Getting Results

Facebook.com, for years, has been the second most visited website and remains on top as the number one social media platform in the world. With literally thousands of options on Facebook, it’s easy to get frustrated and confused. In this session you will learn the exact method I use that brings me a 2:1 ROI and 35 cents per lead.

Author
Parker Hathaway

Marketing Manager/Academic and Library, InterVarsity Press

Session 5

A Marketer's Toolbox

After surveying hundreds of digital tools, Parker narrowed down his favorites that help make our work easier, faster, and better. From social media design to research analysis there's a tool for every task. Let's see how many we can get through in this short time! Note: We'll be covering different tools than last year's session.

Author
Matt Boffey

Creative Copy Provider, Moody Publishers

Session 6

The Ten Commandments of Effective Marketing Copy: Rules for anyone who writes to potential customers

You craft your copy, give the sell, then send it out. But will it succeed? In this session I present the top qualities of effective marketing copy, whether for ads, e-blasts, Amazon, or back covers, distilled from hundreds of pages of research. If you write anything customers might read—even if you’re a novice—come by this interactive session and learn how to make your copy do what you want it to. (Notes and bibliography available by request.)

Sessions developed by:

Team Member

Laura Bartlett

Academic Line Manager,
Kregel Publications

Team Member

Parker Hathaway

Marketing Manager/Academic and Library,
InterVarsity Press

We thank the following companies for their support of the industry and this event:

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For more information on sponsoring this event, contact sponsorship@ECPA.org