About our guest: Speaker and author Liz Goodgold is a fiery redhead with over 20 years of experience in marketing and branding. She is the author of RED FIRE BRANDING: Create a Hot Personal Brand and Have Customers for Life and DUH! Marketing.

Visit her at redfirebranding.com, follow her on Twitter, @lizgoodgold, or email Liz at liz@redfirebranding.com

Creating a great title is a combination of developing a great brand and a phenomenal subtitle, and informing your target audience what they are going to get by investing in your book. Pick a clear title that makes the benefits to the reader immediately evident.

Authors are not writing a book but building a branding empire, Liz adds. It’s really critical to title your first book and also think through your next books and their titles. An example is Sue Grafton’s series, beginning with “A is for Alibi,” “B is for Burglar.” This is naming architecture. These titles are all related. Readers remember the book title more than the author.

With that in mind, a book about Twitter is now titled:

“Twitter for Entrepreneurs: How to Stop Being Ignored and Start Making Sales Connections.” The title and subtitle let readers know exactly what they’ll learn from the book.

A book about the history of tea did not use that concept for the title, it became: “Million Dollar Cup of Tea: What You Can Learn from a Mother-daughter Team Who Turned a Simple Idea into Oregon Chai: a $75 Million Business.” There’s no question what this book is about.

Remember, when readers see a book, they want to know: what’s in it for me? What is the value I will get by buying and reading this book?

“Duh! Marketing” is the title of one of Liz’s books. The subtitle is: “99 Monstrous Missteps You Can Use to Learn, Laugh, and Grow Your Business.” No one will wonder what they will gain from reading the book.

If you have a title that makes people think of another book, you have a branding problem, Liz says. And if one title is too similar to another title, it could be trademark infringement.

How do you test a title?

When you do any sort of testing, remember that it’s qualitative. It’s subjective. An email or written survey in which you put the title in front of someone visually means you’ve missed something – how words sound to people. Having people hear the title is important to make sure people understand it, she says.

Not all letters are created equal. Some have a positive, mellifluous sound, some have a negative, more guttural sound, and you don’t want to use those negative letter/sound combinations in your title. There is a lot of linguistic work that goes into book titling and naming in order for readers to have flawless recall. You want people to get your name right the first time and every time.

“Ship Wreck Rapids” is an example of a title that wouldn’t work. Say titles aloud. If you stumble, or morph one word into the next, you should kill the title. For instance, the way kids say Grandma; they usually morph the n into m for “Granma.” You don’t want that to happen with your book title.

(Photo credit: Wikipedia)

You’re looking for words that are ownable so you can use them over and over again. It’s not overuse, it’s a brand. Think of Emeril Lagasse’s “BAM” or Rachael Ray’s “EVOO.”

Can you ever relaunch a book with a bad title? Liz says, of course you can. And she knows of cases where the retitled book was a success.

In general, play it safe. Pick titles that have the greatest chance of success. Think of successful titles, books that have the following qualities: titles that relate to one another, consistent cover design and typeface/font (think the Harry Potter series, Jennifer Weiner books, etc.)

The naming process can take time. Liz has been involved in projects that took three months. It’s a lot of work, but getting it right is the difference between a bestseller and a dud.

Have fun with a best book titles list at Goodreads: http://www.goodreads.com/list/show/276.Best_Book_Titles

Download the full show at:

http://www.blogtalkradio.com/thepublishinginsiders/2012/05/15/secrets-to-creating-book-titles-that-sell

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Upcoming Episode:

We’ll be back May 29, 4 p.m. Pacific, for No Money Out of Pocket: Shooting Your Book to Stardom with Carolyn Howard-Johnson, who will feature her Favorite Frugal Book Promotion Ideas.

There are times when we writers must know the difference between cheap and frugal. You use the best of the freebies and also know when to bite the bullet and spend a little for services you can’t do yourself or haven’t the time to do yourself.

http://www.blogtalkradio.com/thepublishinginsiders/2012/05/29/no-money-out-of-pocket-shooting-your-book-to-stardom

The following scenario is probably quite familiar to a lot of writers. You enter your favourite bookstore, browsing through the various books of your preferred genre and secretly you dream about that manuscript on your computer or gathering dust in the drawer at home, filling up the shelf space. Well, here’s my story of how my dream has become a reality and how yours can too.

It began back in early 2005. I was sitting home one day in my living-room and the image of the protagonist for my novel, Henry Simmons, garbed in golden armour and a red cloak fastened around his neck, entered my mind. I thought that this image was astounding and I commenced plotting out the first book, The Zargothian Tales: Return of the Son of Hamorin, which is part of a trilogy. Before I knew it, I had all the chapters mapped out and all that was left now was the daunting task of sitting down and writing the novel.

As I was approximately four chapters into The Zargothian Tales: Return of the Son of Hamorin, tragedy struck and I was knocked down by a car. The result was that I had a severely fractured right ankle and was wheelchair bound for seven months. Now, as with anyone in this rather unfavourable situation, the usual questions began to run through my mind: “Why did this happen to me?” “What did I do to deserve this?” The fear of never being able to walk again constantly hung over me like a dark cloud. Once these questions and worries had abated and a fortnight elapsed, I decided that instead of complaining and fretting, I should be grateful to be alive and that this accident granted me the opportunity to write my novel.

Having finally come to terms with my situation, I dived straight into Henry’s adventure and put aside an hour or two every day to continue writing and conducting some research. Within six months, I had completed the manuscript and now came the other fun part of being a writer: the editing. Of course, I say “fun” with a hint of sarcasm. For another six months, I read, re-read and eliminated some paragraphs/pages, which I thought hindered the story. A suggestion was made that I send it to a proofreader and I did.

Author Aidan Lucid

Once all this was done, there loomed on the horizon the most daunting task a writer could ever undertake – finding a publisher. At times, it seemed that I would never find one, despite reading and religiously adhering to all the advice given in books such as, The Writers’ and Artists’ Yearbook and The Writers’ Market. To say that it was a struggle would be an understatement. All this was worthwhile, however, because after receiving roughly 75 to 80 rejections during a gruelling two years of relentless searching, I finally obtained a publisher and my book was released in December 2010. Eleven months later, it was released in paperback and is now standing on shelves in bookstores.

A question that I’m frequently asked is, “Was all the heartache worth it?” In one simple word, yes because I’ve achieved what many haven’t. My advice to fellow writers out there is the following:

1. Never follow trends. If your story contains well-developed characters, believable dialogue, a riveting plot and every chapter ending on an exciting cliff-hanger, then you’re onto a winner and it will stand on its own merits.
2. Do some market research. Make sure that there are no other novels out there like yours. If there are, then you could be accused of plagiarism or run the risk of being labelled “unoriginal.” Think outside the box and ask yourself, “What if…?” This question has spawned many classic tales that have endured the test of time.
3. Make sure that you get opinions of your manuscript from friends who you know will be brutally honest. This will save you a lot of trouble in the long run.
4. Don’t be too disheartened by all the rejection slips. How many authors have we read or heard about who were the recipients of many rejections but still managed to overcome this? If you believe in your story, then go for it and never surrender to the “Nos.” Bear in mind that it only ever takes one “Yes” to be published.
5. Once you have achieved the nigh impossible goal of nabbing a publisher, be sure to plan out a marketing strategy. God knows you worked hard enough on your novel so now it’s time to make it sell and don’t leave it all up to your publisher. Seize the initiative and promote yourself. You could begin doing this at least six months before the release date. Creating a website can be a great way to get your book noticed and joining social networking websites such as Bebo, Facebook and Twitter is a useful way to tell people about your novel and direct traffic towards your site, which in turn, could result in sales. My website is: www.thezargothiantales.com. Hiring a local PR company might not be a bad idea either because they could have valuable media contacts.
6. Learn to blog effectively and make sure that what you have to say is worth reading. Always keep your intended audience in mind when blogging. This is a unique way to promote yourself and your novel. Some chick-lit and even fantasy authors have been snapped up by literary agents/publishers through their blog. You can set-up a blog account for free at Blogger (www.blogger.com) and WordPress (www.wordpress.com). Be warned: some blogging software can have a bit of a learning curve.

Another question I’m asked is, “How do you know if it is ‘The One’?” The answer is simple: if you feel excited while writing it and if you can’t wait to get home from work and continue typing or writing your hero/heroine’s adventure, then you know it is “The One.”

Don’t just daydream about your book being a bestseller because if that’s all you do, then that’s all it will remain – just a dream. Sit down, plot out your novel and get writing. So what are you doing still reading this then? Good luck!

Aidan Lucid’s, The Zargothian Tales: Return of the Son of Hamorin, is available to purchase as an ebook at http://www.wordtechs.com/ZTLucid.html or www.amazon.com. His book is also available to purchase in paperback at www.thezargothiantales.com A portion of the royalties go towards a charity in Ireland called, “Friends of ABLE,” which is an organisation that helps people with disabilities gain new work skills and also employment. 

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* Pinterest for Authors: How to Promote Your Writing on the Fastest Growing Website Ever

Pinterest is hot – it’s the fastest growing social media site – and it offers some great options for authors to promote their books. Here’s how:

http://workflowwriting.com/662432/pinterest-for-authors-how-to-promote-your-writing-on-the-fastest-growing-website-ever.php

* How to Plan Your Non-Fiction Book to Set Yourself Up for Success

If you have a solid outline, you’ll be able to see your book through from start to finish:

http://workflowwriting.com/662255/how-to-plan-your-non-fiction-book-to-set-yourself-up-for-success.php

* How Does Social Media Affect Website Search Rankings?

Using social media can help you with your Google rank. Learn what Google+, Facebook and Twitter can do:

http://www.mediabistro.com/alltwitter/social-media-search-results_b21882

* 25 Things That Make You Look Dumb on Twitter

Use Twitter strategically – and wisely – and you’ll reap the benefits. What not to do:

http://blogs.constantcontact.com/product-blogs/social-media-marketing/25-things-that-make-you-look-dumb-on-twitter/

* Authors: Are You in This for the Long Haul?

Great advice from literary agent Rachelle Gardner on what you need to do to stay the course as a writer:

http://www.rachellegardner.com/2012/04/are-you-in-this-for-the-long-haul/

* Ebook Pricing: How Much Should I Sell My Book For?

An author deconstructs his ebook pricing structure, and it’s a revealing look at what sells (and what doesn’t):

http://writelydone.com/blogs/darnzen/e-book-pricing-how-much-should-i-sell-my-book-001038?quicktabs_read_write_menu=1

Character Appeal

Once you’ve compared your book to similar novels, you’re ready to take the next step in identifying your target audience. This step should be simple since it’s something that only you, the author, would know.

Take a look at the main character of your novel. Who are they? What do they look like? How old are they? What job do they have? Are they gay or straight? Even if they’re alien, who would they be if they were human living in our time?

That’s exactly who you should go after. If the reader can identify with the main character, they’re more likely to like the novel and tell all their friends, which is exactly what you want.  That is your target market, but there’s still one last step you need to take.

Who’s Looking for Your Novel?

Now that you’ve reviewed the target markets of novels similar to yours, and you have a solid idea of what kind of person your main character relates to, you’re ready to take the third and final step in identifying your target audience.

Close your eyes. No, really, close your eyes and picture in your mind’s eye someone in a library grabbing your book. What do they look like?  What do they do for a living? Do they have kids grabbing at their skirt?  Are they rushing in to grab your book on their lunch break? Are they male or female? Think about who they are.

Knowing how to distinguish your target audience is paramount in building your fan base. Once you’re certain your book will appeal to these types of people, you will be ready to proceed to the next step in reaching out to them.

Do Your Research

Once you know exactly who your target audience is, it’s relatively simple to find them. It could be as simple as typing in the words message boards or forums with your target market being moms or Asian moms, mechanics or mechanics in Oregon.

Since we know so much about them, including what other books they read and where our book would be shelved, we can also type in message boards with the title of a book similar to yours or the name of the author.

Get online and start exploring. Spend time getting accustomed to searching for message boards you’d like to join, but before you make any decisions, there are still a few things you need to consider.

So Many Message Boards, How Do I Choose?

When searching for an appropriate message board to sign up for, it’s a bit of a numbers game and it’s kind of like going to a club. Remember when you were younger and you wanted to meet someone? If you went to a club with just two people there, you didn’t have very many chances, did you?  And what if neither of them looked attractive to you or acted like snobs?

Instead, it’s better to go to a club with a lot of people. Not so many that you have to squeeze your way through the crowd, but enough to have a multitude of choices. The same thing goes when you’re selecting a message board.  You want to choose one with the right amount of people.

The best number to go by is at least 5,000 people, because about 10-25% of them will be active (meaning they don’t just come there once every 10 years). Those are the people you want to create relationships with, because if they like your book, they’ll talk about it, and what they say holds a lot of clout on the message board.

You Have to Stand Out

There are a few message boards that are great for writers, and that’s nice, but you want ones that are great for readers and don’t have too many other authors poaching on your territory.  That’s why I suggest you join message boards that revolve around your topic but are not about books, if you can.

For example, if you wrote a novel about Christopher Columbus and his secret love life with a Native American girl, you might think about joining a historical board, or one for Spaniards or Native Americans. There shouldn’t be too many writers on those boards and that way you’ll stand out.

There is still a lot of cache to authors. People still do a collective gasp if they find out you’re an author because about 80% of Americans say they would love to write a book one day, and most of them never do. Those are the types of boards you want to join. After you come across a few ideal message boards, there’s still something you need to be aware of.

Brush Your Shoulders

Sometimes there are just nasty bitter people on message boards who like to attack and gang up on you. It’s happened to me before.

Resist defending yourself. Resist arguing. Don’t bother. Keep going.  Focus on something else, which is different than ignoring them. Don’t even acknowledge them. It’s a waste of time. And it’s tempting, believe me: you want to prove you’re not the evil person they’re telling everyone that you are, but you indulging them won’t get you very far.

The essence of all these steps is to remain positive in all that you do. Stay focused and remember your goal: to build lasting relationships. Abandon anything else that may hinder your success on these message boards. Once you’ve rid yourself of distractions, you need to start thinking about your excerpt.

About the author: Jeff Rivera is an author and inspirational media personality. He has appeared on national television, radio and print in such outlets as The Boston Globe, Publishers Weekly, Right On! Magazine, Rotarian Magazine, TMZ, WABC, WNBC, WCBS, SITV, American Latino and NPR. Rivera created a massive online following before the eBook revolution even existed.  He was able to land an agent and a book deal with Warner Books (now known as Grand Central Publishing) within 7 days.  He has used the knowledge he gained from this experience to help coach his clients on social media campaigns and has helped over 100 clients take the first step in landing an agent too. Learn more at http://www.jeffrivera.com/index.php

Laura Dawson presents Conquer Headlines and Shine! posted at Design Quotes Digital Marketing Blog ~ Design Quotes Blog ~ Digital Marketing Blog, saying, “Writing great content is enough of a challenge in itself, without the possibility that it may not even be read – all because your headline sucks. Learn how to put a new spin on old headline formulas.”

That concludes this edition. Submit your blog article to the next edition of tips and tricks for writers and authors using our carnival submission form - we’re already getting submissions for next week! Past posts and future hosts can be found on our blog carnival index page.

How to Sell More Books!

About our guest: Speaker and author Liz Goodgold is a fiery redhead with over 20 years of experience in marketing and branding. She is the author of RED FIRE BRANDING: Create a Hot Personal Brand and Have Customers for Life and DUH! Marketing.

Liz is a practicing “branding guru” having worked for such major clients as the World Trade Centers, Sharp HealthCare, Quaker Oats, Pfizer, and Univision, so that she knows what works and what doesn’t.

An often quoted expert, Liz has appeared in over 500 media outlets including ABC, NBC, CBS, CNBC, CNN, The Wall Street Journal, and The New York Times.

Visit her at http://www.redfirebranding.com/content/, follow her on Twitter, @lizgoodgold, or email Liz at liz@redfirebranding.com

How did you learn about PR and get covered?

Liz had to learn it on her own… and she started the easy way by responding to reporter queries. There are free services including HARO (Help a Reporter Out) and Reporter Connection. Instead of trying to pitch the media you respond to what they need. It’s a case of the early bird catches the worm.

Learn more about media pitching and leads from two of Penny’s Huffington Post blogs:

http://www.huffingtonpost.com/penny-c-sansevieri/thirty-ways-to-make-yours_b_901089.html

http://www.huffingtonpost.com/penny-c-sansevieri/maximizing-media-leads_b_748574.html

If you could give us just one piece of advice, what is it?

Practice with the smaller media and get good, (with your message, your speaking skills, etc.). Then you can hit a home run when the big media call.

What’s the difference between a paid and a free reporter query?

PR Newswire logo (Photo credit: Wikipedia)

HARO is free, but there are paid services such as PR Newswire (which costs approximately $2,000 per year). The higher quality publications use the paid service only.

The paid sites have a smaller pool of responders. If you’re targeting the bigger media it makes sense to pay for a media leads service to ensure you will see their queries and can respond.

How should we to respond to a query?

Liz calls back immediately and says: Thanks for calling, what’s your deadline, can I get back to you in five minutes? She uses the five minutes to focus, get rid of distractions, and write some bullet point items to respond to the query. Then when she calls back she’s ready to offer a sexy, on-topic sound bite to the reporter.

Don’t wait to respond. Drop everything and anything to respond to the media, she adds.

What should we know about crafting subject lines?

Writing (Photo credit: Wikipedia)

Liz likes sexy headlines that give readers a head’s-up effect. She calls it “R&D” – rip off and duplicate. Keep a folder of all the cool email lines you get and see if you can make them work for you.

Turn “Will I see you on Thursday?” into an upcoming seminar subject line that says: “Will I see you on Friday?”

If the email says “Five ways to boost your brand in business,” when responding to a query, use “Six secrets on how to sell” – this is more effective.

Remember: what’s in it for them? This is important to subject lines. You want them to open your email.

For leads services like HARO – make sure you give them a great subject line.

Create five to seven subject lines in your repertoire so you can be the fastest one to respond to a media lead.

If Liz is speaking to a reporter, she has already written an entire pitch, subject line and all. After hanging up with the reporter, she’ll get an email asking for more information on the topic. Her information is ready to go, making her a go-to source for reporters.

Pitch length: We’re in a multi-tasking world, we all have a lot of distractions, and this includes reporters. You have to cut through the clutter with a quick pitch. If you can’t write your pitch quickly it means you can’t boil down your pitch to the essential elements.

Use news as a hook to pitch. Tie your topic into something current.

How should we prepare for a live interview?

Realize that the interviewer probably has not read your book, or reviewed your advance questions. Be prepared for anything. Liz calls it the “Al Gore shuffle;” no matter what he was asked he did a masterful job of turning the topic to what he wanted to say.

Once, during a TV interview, Liz was not asked about her topic but to critique then-California Governor Arnold Schwarzenegger’s campaign. Liz replied that she wasn’t familiar with the governor’s campaign but she would inform viewers of the secrets to making their marketing message resonate.

What are the secrets to successful interviews?

Write out what you’re going to say so you’re prepared in advance and can practice. Critique yourself, too, so you can get better.

Recognize where you’re comfortable: is it behind a computer? That’s a great match for blogs and social media. In front of a camera? If you look good on air then TV is an option. Good speaking skills? Radio could be your target. Evaluate your strengths and weaknesses honestly to determine the type of media you should seek.

Download the full show at:

http://www.blogtalkradio.com/thepublishinginsiders/2012/05/01/how-to-create-a-brand-building-buzz-with-media

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Upcoming Episode:

We’ll be back May 15, at 4 p.m. Pacific, once again with Branding & Marketing Expert, Speaker and Author Liz Goodgold. This time, she’ll discuss Secrets to Creating Book Titles that Sell. Be sure to join us!

http://www.blogtalkradio.com/thepublishinginsiders/2012/05/15/secrets-to-creating-book-titles-that-sell

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* A Search Engine for Writers

Ever heard of Writer’s Knowledge Base? Check it out:

http://booksbywomen.org/a-search-engine-for-writers-by-elizabeth-s-craig/

* How to Get Your Pitch Picked up by National TV Shows

A daytime TV producer offers insights on how to get noticed:

http://www.huffingtonpost.com/arielle-ford/book-marketing-tips_b_1082213.html

* Putting the Social Back into Social Media

It’s about building and maintaining relationships online. Here are 40 ways:

http://workflowwriting.com/661560/putting-the-social-back-into-social-media-40-ways-to-build-a-loyal-audience.php

* 3 Pinterest Tools That Will Have You Pinning In No Time

Make the most of Pinterest with these tools:

http://www.toprankblog.com/2012/04/3-pinterest-tools/

* 4 Twitter Tools That Work 

There are a lot of tools for Twitter, but these are the ones that stand out:

http://blog.kissmetrics.com/million-twitter-tools/

* Crafting the most Re-Tweetable Tweet You Can!

Tips to making your tweets worth sharing:

http://socialmediatoday.com/cmcguinness/491018/crafting-most-re-tweetable-tweet-you-can

Stop Marketing!

The first step you must take in order to build a robust fan base doesn’t require any physical effort, but without it, your campaign will fall apart.

I want you to completely throw the word “marketing” out the door.  That’s not what we’re doing here. What we’re doing is something that is a new way to do something old, but something that works more effectively than tweeting all day. In fact, it’s something that your grandparents might have taught you and their grandparents before them.

What you’re going to be doing is BUILDING RELATIONSHIPS! By this I mean treating people like normal human beings. Building lasting relationships with people is not only paramount to your success; it’s also a skill that can be developed online. But before we start that, there’s something you need to do.

Evaluate your Meaning of Success

When I say you need to build relationships with people, I’m not suggesting you touch millions of lives and live like a pauper. You can impact people’s lives and still make a very good living, and it doesn’t have to take forever to do it.

But first, you need to redefine what success means to you. If success means making a comfortable living to you, then how much does that mean? If the average American makes $30K annually, is $100K enough for you to feel at ease?

Establish what being comfortable means to you, and then measure your success based on how your definition translates to your life. Once you have an idea in your head, you need to start looking for the people you want to build with.

Who Are You Trying to Reach?

Here’s the thing. Some authors have sold 20,000, 50,000 maybe even 100,000 eBooks on Amazon or BN.com so far, which is amazing. But the question is, do you know who your readers are? Do you know their first names? Do you know how many dogs they have and when their birthday is?

Know your target audience. This is the single most important part of gaining success online.  You have to know who your audience is. If Willie Nelson gets on stage at a rap concert, he’ll probably get booed off. If Barney the purple dinosaur gets on stage at a death metal concert, same thing would happen.

You have to know who your audience is before you choose what message board is right for you. So how do you identify your target market? Three simple tips will help do the job.

Where Does Your Novel Fit?

Before you start building relationships, you need to know who you’re going after. Identifying your target audience is very important, and here’s the first thing you need to do to if you want to be successful.

First, think about what other novels your audience would pick up if they were in a bookstore. What genre does if fall under? What age does it appeal to? Now, where would a bookstore shelf your book?

If you don’t know right off the bat, go to several bookstores, bring your book or at least the summary, and ask a few bookstore clerks where they would put it.  Ask them what books are similar to yours. The next step in identifying your target audience is something only you, the author, would know.

About the author: Jeff Rivera is an author and inspirational media personality. He has appeared on national television, radio and print in such outlets as The Boston Globe, Publishers Weekly, Right On! Magazine, Rotarian Magazine, TMZ, WABC, WNBC, WCBS, SITV, American Latino and NPR. Rivera created a massive online following before the eBook revolution even existed.  He was able to land an agent and a book deal with Warner Books (now known as Grand Central Publishing) within 7 days.  He has used the knowledge he gained from this experience to help coach his clients on social media campaigns and has helped over 100 clients take the first step in landing an agent too. Learn more at http://www.jeffrivera.com/index.php

The apps that now appear on your Facebook Page can be used in all sorts of ways. You can use them in some pretty great ways but it will be important to make sure that the thumbnails associated with them are coordinated in colors and look. You can have fun with these, but I’d recommend keeping an eye on your branding because these show up on the top of your page and are very visible.

Amy, now that we know we can use these fun applications, what are some marketing tips that folks can use to make the most of these?

Well, you can and should rename your applications. When you do, make sure there’s a clear call to action, especially since the default welcome tabs have gone away, you can really use these to maximize your impact and get folks to sign up or whatever it is that you want them to do. You can also move these applications around.

So, how do you upload a custom thumbnail? 

The first thing you want to do is collapse all of your applications so they all show up.  And then, hover over the right corner of any of your applications and you’ll get that little edit pencil that popped up when you moved the boxes around.  Next, you’ll get the drop down and you want to click on Edit Settings.  Once you click on Edit Settings a box will pop-up here and you can add or remove the application, you can change the thumbnail image and you can name your application; like I said, put in a really good call to action – Enroll Now, Sign Up Here, Listen, or Watch or whatever you want to do.

How else can users customize their Fan Pages?

In the old layout we were able to use a default landing tab. Many of us used it as a default welcome tab where all non-fans would land before landing on our Wall.  Now this option is gone.  You can no longer set a default landing tab.   However, the good news is that each custom app has its own unique URL so you can take that URL and then drive traffic from outside of Facebook into Facebook with that custom URL so they actually land on the tab you want them to land on.

Another way that I drive traffic to my applications is by designing a timeline cover image that draws the eye down to a specific custom app.  For example, I used my Timeline cover to draw attention to a “Webinars” custom app. If someone clicks on my “Webinars” app what they’ll see is an opt-in opportunity to sign up for my upcoming webinar.  So it is essentially a lead generating opportunity.

Here’s what’s cool, in this instance I used a tool called Lujure and this tool allows you to pull in a web page outside of Facebook and have that function inside your custom tab on Facebook. Visit http://www.amyporterfield.com/tool.

So, other than the new Timeline cover image and no default landing tab, what else has changed? What are some tips for increasing Fan engagement?

Image via CrunchBase

With the new Pages rollout – first impressions really matter!  The goal is to get people coming back for more.  Having an impeccably branded Facebook page is important; it’s got to look good in order to attract people’s attention.  That’s where your cover image comes into play.  Also, on your Wall, I encourage you to use more eye-catching images and video.  Video especially is a great way to build authority and build a stronger relationship with your fans.

Also, I always say ask interesting questions that can be responded to easily. .  One word questions are always great.   Also, don’t post and ditch.  I was really guilty of this the other night when I posted something on my Facebook page. I had found this really cool Facebook ad and I wanted my Facebook fans to tell me what they thought about it.  However, I posted it and then I went off to bed. When I woke up the next morning there were 50-plus different comments!  I should have stayed up a little later and engaged with my fans.  The way I see it, if your fans take the time to comment, you want to make sure you show them you’re present and listening.

Tell us about some of the new features for building fan engagement?

There are some exciting new features, let me explain.  First of all, there’s something called Recent Posts by Others that is now on your new timeline. When someone writes on your wall or tags your page, posts are not always prominently displayed on your wall.  It’s really weird how they’ve done it now.  Posts by others are actually grouped together.  You want to go out of your way to make sure you answer any questions they have and respond to their comments.  Remember to make it a habit to reach out to those who have commented on your page.

Another new feature that is good to know about is the “Friends” indicator box.  When you go to any Facebook page, at the very top, right under the custom apps, you will see a number.  That number is the number of your friends that are also fans of the page that you are on.

In addition to encouraging more engagement on your Facebook page, there are two really cool things that you can do with posts now.  If you wanted to really draw attention to a post, what you could do is hover over the right corner of a post and you’ll see a star and a little pencil.  The little pencil is to edit the post; the star is to highlight it. Click that star and what happens is the post expands across the timeline.  Instead of it being in one of the columns it takes up both columns. Now when people are scanning down your timeline that post that will stand out more than the other posts.  This is a great thing to do with just a select few posts that you want to draw attention to and highlight.

The only problem with this is that as soon as you put up a new post, it will be pushed down on your wall. One way to keep a post at the top is to pin it.  Pinned posts have a small, yellow ribbon in the right corner of the post – that’s how you know it’s pinned to the top of a Facebook Wall. Pinned posts allow you to feature your most important content at the very top of your wall. When you pin a post, it will stay there for 7 days and then Facebook will automatically unpin it.

Although it would be nice to do, you can’t highlight and pin a post at the same time.  It’s one feature or the other.  Meaning you can’t pin a post to keep it at the top and then highlight it so it stretches across your Timeline.

To wrap up, here are five quick Timeline strategies:

1) Make sure you create calls-to-action with your thumbnails and name your applications with strong words that encourage your fans to click on them, such as:  Enroll, Watch Now, and Sign Up Here.

2) Be strategic with the three apps across the top – remember any Facebook page you go to, you’ll see the Photos application and then three boxes next to it.  Be strategic with those three applications because those are the ones that everyone will always see.

3) Make a mindset shift – start focusing on quality interactions, more engagement, more lead opportunities versus more likes.

4) Make your Timeline visually appealing (while invoking real action)!  Choose words and graphics that will get your fans to pay attention.

5) Bonus Tip! Use Facebook Ads to drive traffic to your applications.  Facebook ads can be very inexpensive and get you huge results when you experiment with them enough to really understand how they can work for your business.