So far, we've explored techniques for luring readers to your blog or Web site. Now we'll turn to outreach campaigns--going where part of your potential readership already congregates.
You can introduce your book to lots more readers with a series of appearances on blogs catering to your audience--a blog tour. Sometimes it's called guest blogging or a virtual book tour.
Blog tours are especially valuable for authors unable to travel, uncomfortable with public speaking, or whose dispersed audience makes touring impractical. Blog tours can expose your book to a much larger audience than a traditional bookstore tour, while requiring less time and money. Blog tours are especially helpful in launching new books.
"Blogs are like rocket fuel for online book publicity," said Steve O'Keefe, executive director of Patron Saint Productions, a book publicity firm.
Blog tours are also a good deal for the host blogger, who gets free content for his or her readers and affiliate revenue from book sales.
Typical blog tours include these elements:
An #excerpt# displayed on the host blog to publicize the tour appearance.
A one-day #appearance#, beginning with an opening statement, a short essay on the topic of your book. Then the floor is open for discussion.