A marketing nightmare, pie in the sky, powerful possibilities or all of the above. Let me tell you the challenges. The book is about How to Immigrate to Canada and is written by a well-known Canadian writer, Nick Noorani and recognized Immigration Lawyer Catherine Sas both of Vancouver. The challenge is that it’s a niche market requiring marketing to foreign countries including India, China both Mainland and Hong Kong, USA, England and Ireland, is coming at a time when there is major change in the immigration rules in Canada and the US so it is timely and people may think with the low price of $4.99 its a trick. Wait – these are all positives, so what’s the big deal in selling the book to the masses.
Social media is a very unreliable method to sell anything no matter what the ‘pros’ will tell you. However, there is a combination of things that will enhance the acquisition of clients and mitigate the obstacles of the media. It also helps to have exceptional relationships with the eBook publishers like Amazon
Blogs are the most content rich and therefore more SEO friendly aspects of social media but the most time consuming. With this in mind one of my team is writing blogs to our multiple domain sites. Next we seed articles in local and international newspapers and magazines online. Since our target of Asia including India is of prime importance the Times of India is our first choice. Add a bit of Craigslist ads in multiple foreign countries offering our book for sale forwarding people to our India based website and you may be able to start to see the picture. Our website Canada Countdown did not provide optimum SEO functions with Google and other search engines so we changed the name to How to Immigrate to Canada. Add statistical counters and analyzers on the sites and now we have Key Performance Indicators (KPI) as to our efforts in the promotion of the book.
Accessing major immigration articles and linking them to us is valuable like Bloomberg news and of course the Immigration Canada website. In an effort to create our own news throw in some timely Youtube videos about Immigrating to Canada, oh and lets not forget to promote the book again.
The Facebook model needed enhancement with scarcity ads implemented and targeted short keyword rich ads directed to our researched demographic. Within 4 days we had over 1500 likes. We signed up for a service that provides 7000 reviewers to write commentary about the book.
Back to our websites, utilizing aWeber, newsletters and enhanced logarithms we are able to capture people who are interested but have not bought the book yet. We will target them with our newsletters with more information and special offers. My writers are kept busy strategically placing articles, blogs, and posts on Twitter, LinkedIn, Pinterest (for pics of Canada), Facebook, etc. My SEO pro is creating target splash and capture pages, mobile pages and an app to provide maximum coverage for Google.
Testimonials, a forum and live events go hand in hand to increase the buzz about this book. We are using all the technology available to us to provide the ultimate book launch using Google HangOut, software, management software and targeting software. Don’t you just feel like running out and buying it now?
A Million sales? You better believe it.
For more information about Immigration and the new Canadian Immigration rules coming out May 4, 2013 please go here