It’s almost 2015, and so much in the publishing industry remains in flux, from publishers’ distribution channels to their methods of driving consumer awareness and discovery—even book content itself.
From a marketing perspective, many of the techniques, platforms and strategies publishers implement to approach the market are continuing to evolve at a sometimes surprising pace as well. (Who was really marketing through Pinterest or Instagram even two or three years ago?) More often than not, those changes increase the number of choices publishers need to make to market effectively: online vs. ‘real’ world; email vs. social media vs. paid advertising vs. mobile vs. content; budgets for overall marketing efforts vs. those for specific books. The list could very well be endless.
But one thing that has remained consistent over the past decade and will remain so in the future is the importance of the publisher’s website. In fact, the website could very well be one of the most important channels allowing a publisher to be competitive, even—and especially—as everything that surrounds it changes at an ever increasing rate.
To do that, though, the site itself needs to become something more than it has been in the past. For a publisher (especially small and midsize publishers), having a robust online destination for customers to easily find and purchase your books is absolutely crucial.