Internet Marketing + Digital Business Strategy

Blog & Free Advice

Publishing in Ireland

Tuesday, June 16, 2015 | Posted by to Underwire Newsletter

The publishing industry in Ireland is like Canada's in many ways. There are multinationals, small presses, a dominant market just beyond the border, and Amazon. Like Vancouver, Dublin is a hotbed for technology companies. Google, Amazon, Kobo and Hubspot all have offices here. But unlike Vancouver, there are still independent booksellers throughout the city. My Irish contacts feel that they are 5 years behind North America in terms of cultural shifts and technology but, from...

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Slack Open European Headquarters in Dublin

Thursday, May 14, 2015 | Posted by to Work, News

Wow it's dusty in here. The last post was in February. Part of the reason for that is my family is temporarily in Dublin, Ireland. My business partner and smooching partner James Sherrett is opening the European office for Slack. Never heard of Slack? It's a messaging app for internal team communication. That means no more email, just this handy desktop and mobile app that organizes your messages and files in one place...

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Data Zero to Data Hero: Press-Level Marketing for Book Publishers

Friday, February 27, 2015 | Posted by to Internet Marketing Strategy, Underwire Newsletter

At the recent ACP mid-winter conference in Toronto, I presented to book publishers on the marketing steps they can take to improve their online presence. The slides offer insights on benchmark data for Canadian book publishers. Slide Notes Book publishers have been doing a lot of things right for a long time. In particular building an audience for their authors and promoting themselves to the trade and to consumers. The challenge is that the expectation...

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Using Analytics to Create the Perfect Content Marketing Strategy in 2015

Tuesday, January 6, 2015 | Posted by to Internet Marketing Strategy, Web Content

Content marketing is still on the rise, everything from blogs to sharing on social media and more. As with any strategy, perfecting the avenues for success is vital when reaching out to our online audience. According to Forbes magazine, these are the ten ways in which content will continue to evolve in 2015: Visual materials will continue to dominate. Personalization will increase in importance. Mobile-friendly accessibility is an absolute must. More concise narratives will replace white...

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Universal Analytics for Book Publishers: Knowing a Little Bit About Everything

Wednesday, December 10, 2014 | Posted by to Google Analytics

Universal Analytics (the upgrade to Google Analytics) in a Nutshell. With details on 5 reports for accessing keyword data, enhancing the onsite user experience, tracking conversions and remarketing.  Additional resources: Blog post: Upgrade from Google Analytics to Universal Analytics For Publishers Using External Developers: Example Letter for Requesting the Upgrade 1-Minute Marketing Video on how to get and implement the new code for Universal Analytics  

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Universal Analytics Upgrade Instructions

Tuesday, December 9, 2014 | Posted by to Google Analytics

Instructions for website developers, programmers or IT for upgrading from Google Analytics to Universal Analytics.  Dear <insert name>, We at <publisher name> would like to upgrade to Universal Analytics, which offers an improved way to track website visitors. The upgrade from classic Google Analytics to Universal Analytics requires some changes to the Analytics tracking code on our website, <insert URL>.  The new version of the Analytics tracking...

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SEO Sucks ... if all you’re doing is SEO

Thursday, December 4, 2014 | Posted by to Search Marketing (SEO, Paid Search)

The key to book discoverability is not SEO. Instead of mining keyword data, book publishers should optimize 3 crucial aspects of their book marketing. Find out how social sharing, positioning, and reviews lead not just to discoverability but to revenue.  SEO Myths SEO is not keyword stuffing. "So this SEO copywriter walks into a bar, grill, pub, public house, Irish bar..." Fail. SEO is about ranking #1 in search results. Nope. The introduction of localization settings,...

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5 Marketing Resources for Writers

Monday, September 29, 2014 | Posted by to Online Marketing Tips

I gave a talk this weekend on Building Your Author Platform, which was part of WORD Vancouver's professional programming for writers. Details and slides are on the Publishing@SFU website but I wanted to sing the praises of a few online magazines and author-support sites.  Photo: Markus Spiske / www.temporausch.com / CC-BY 1. JaneFriedman.com Jane Friedman is a professional speaker and publisher based in the US. She launched Scratch, which is a magazine...

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Upgrade from Google Analytics Classic to Universal Analytics

Monday, September 8, 2014 | Posted by to Google Analytics

Universal Analytics is out of beta and Google is rolling out the upgrade across accounts. If you want to ensure the switch over is on your schedule then don't wait to be pushed. Here's how to upgrade to Universal Analytics Log into your Google Analytics account Get the new tracking code by clicking Admin in the top menu and selecting Tracking Info from the Property column Replace the existing code on all your...

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Suffering Is Optional, and other pieces of advice from Fireworks Factory

Wednesday, June 11, 2014 | Posted by to Harebrained Ideas, Online Marketing Tips, Social Media Marketing

Fireworks Factory is the marketing retreat of the year for Canada's most innovative digital marketers. I spent 3 days on Pender Island with this year's cohort of senior marketers, decision makers, strategists, experts and consultants. Each contributed something meaningful to my professional and personal development so I'd like to share some of the standout quotes from Fireworks Factory. "Suffering is optional." —Ken Lawson, long-time cast member and lead facilitator for Vancouver Theatresports...

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