It isn’t. It’s exactly the same as social media for anything else. You want to engage your audience. You want to generate interest and participate, not just push your links out there to everyone. That is where you will generate the community and engagement from your audience.
Hopefully, you’ve been continually engaging your audience since the first book, and haven’t let it go stale just because you’re not launching a book. If you let it rot, then you’ve got some repair work to do.
If you’ve kept your community going, then you will have that groundswell behind you each and every time you launch a new book. All you have to do is keep going, except now you’re going to focus on the new book.
Start by proving that you’re a decent speaker. Make a video that shows that you can present an informative, intelligent, and entertaining talk. Then post it on YouTube and promote it a little. This gives you social proof, and supports your application to speak.
You can also reach out to satisfied clients and ask for recommendations. If they attend industry conventions, they may have the opportunity to tell the event organizers that they want you to give a presentation at next year’s conference.
Before you hit the big convention circuit, you might want to build your speaking résumé by presenting at smaller or regional events. There are many industry or topical groups, such as Java User Groups (JUGs) and Linux User Groups (LUGs), that actively seek people to give short presentations at monthly local meetings.
Some conferences take public requests for speaker pitches. This usually has to be done far in advance of the actual conference date. To speak at Search Marketing Expo (SMX), for instance, go to the SMX website and fill out the pitch form. SXSW has a panel picker on its site.
Some conferences do not take open requests. If that’s the case, contact the conference organizer and give your pitch directly.
Absolutely. There is nothing wrong with doing this. Not only will you get a commission for your own book, you will also get affiliate credit for anything else that reader purchases from Amazon that day, even if he doesn’t buy your book. The Amazon Associates cookie is valid for 24 hours.
You are not doomed. Instead of making a fancy, well-produced video, you can do a live interview or webinar with a simple webcam in the lead-up to the book launch. You can do this as a Hangout on Google+, or by using a screencasting service. You can interview key experts that you used for the book, experts in the field whom you know, or you can have someone interview you. Take questions from your live viewers, and show video of your face. Then, later, you can promote the replays of these interviews for people who discovered you afterward. Or make an animated video, whiteboard video, or screencast. All three create easy opportunities for hooking in an audience.