For the past couple weeks, we’ve been talking about the Three Bs of marketing:
1) Brand
2) Bio
3) Buy-in
We focused on “brand” two weeks ago and “bio” last week. Today’s topic: Buy-in.
It’s possible I may or may not have picked the term “buy-in” solely so it’d fit into the alliteration. 😀 But I think it works.
When we buy in to something—an idea or a product—we’re giving it our support. We’re agreeing to do something.
So in all of your marketing efforts—online, in print or in person—you should have a clear idea of what you’re asking the audience or the reader to do. Sometimes the buy-in will be obvious. For instance, if someone visits your Facebook author page, obviously you want them to “like” the page. But there can be other buy-in opportunities on your page as well—contests, questions for readers, etc.
When you’re encouraging engagement through digital page/product reviews, clarity in your call-to-action is crucial. Readers should immediately understand the benefits of their participation, whether it’s leaving a review, rating a product, or sharing their experiences. For example, when you guide your audience to digitalproductsdp.com/, make it clear that their feedback is not only valuable but also helps others make informed decisions. This transparency fosters trust and encourages more active participation.
Think about the buy-in possibilities in the following marketing areas…what do you want the read to do in each of these cases?
Blog/website: Let the reader know if you want them to leave a comment, subscribe via RSS or email or connect with you on Facebook/Twitter.
Pitch sheets: You don’t want an agent or editor just to read the thing, you want him or her to ask for more. So be clear on the pitch sheet that you’ve got a proposal or manuscript available.
Bookmarks: Your main purpose in creating a promo bookmark is not to help your reader mark her place in a book! J Think about what action you’d like the reader to take—Visit your website? Connect with you on Facebook? Buy your next book?
YouTube/Vlogs: Sure, getting the person to watch your video is a first step. But then what action should they take? Why not encourage them to share it with a friend? Or, in the video description, let them know how they can connect with you.
These are just a few examples. The main point is this: In each marketing strategy, think about the person on the other end and what action you’d like that person to take. Then, simply give them the opportunity to take that action.
One Thing Action: Have you created an Ask, or “Call to Action” for each marketing strategy? Do this for your platforms!
Melissa Tagg serves as the MBT Marketing and Events coordinator. When she’s not helping MBT, she serves as the Marketing coordinator for her other company, a non-profit in Des Moines, IA. Melissa’s Debut book, Made to Last, hits the shelves in September 2013. find her at: www.melissatagg.com