Marketing – Ensuring the greatest possible visibility for your book
To make sure your publication gets the attention it deserves, your book will usually be made available in three formats: eBook, print book and MyCopy – a soft cover version of the eBook. Readers have the freedom to choose their preferred format. To reach the greatest number and widest range of possible readers, we apply an effective mix of advertising measures for your book, which are introduced below.
You can read more on this page or download our >>Book Marketing Guide.
Activities for your book: homepage, flyer and moreTop
A promotional homepage for your book can be found at springer.com.
Simple shortcut URL: www.springer.com/ISBN (be sure to include the ISBN hyphens)
It is linked with your book’s dedicated page on SpringerLink, which offers free sample pages to all readers and full text content to the customers of the respective eBook collection.
Via their library, millions of users get access to and can read or download your book. Each book’s content is fully searchable by keywords and hyper-linked with other online publications.
Feature the link to your book’s homepage on springer.com in your email signature, on your own website, in presentations, in your blog, contribution to a forum or anywhere you find opportunities to talk about your work.
Promotional flyer for your book
You can download a promotional flyer from each springer.com book or book series homepage. Just click the ‘Download Product Flyer’ button in the right column of the page. Feel free to distribute these flyers to your contacts or at conferences.
Search Engine Optimization (SEO)
Did you know that over 60% of springer.com visitors come from search engines? This shows the impact of search engine optimization!
To make sure your book's homepage appears at the top of the results list of an appropriate keyword search, we constantly lay emphasis on the further optimization of Springer's product pages.
Newsletters and alerts
To stay up-to-date, many of our readers and library customers have registered for subject-specific email newsletters.
In addition to customized information such as highlighted products of our eBook collections, the newsletters feature discount offers, award news or conference announcements.
New Book Alerts, for example, are monthly notifications that give readers a concise overview and help them to quickly find those new books that are relevant to their work.
Example of a newsletter:
Amazon, Google and other partners
- Readers can get information about your book and place orders even before it is published.
- Booksellers receive all relevant data about your book weeks in advance of publication.
This ensures an enormous visibility of your book that becomes even higher once the book is published. Every newly published Springer book has electronic sample pages available – not only through SpringerLink but also through Google Books or Amazon’s Look Inside feature.
We proactively promote new book titles to book review editors sending them their own dedicated newsletter in their chosen subject area(s). A very convenient book review process allows reviewers to have immediate online access to the book they would like to review, as well as enabling them to conveniently upload their review to springer.com after six months.
Springer attends more than 600 exhibitions at scientific conferences per year, presenting books and journals in print and online formats, along with other tools and services for readers and authors. While we have a selection of recent books on display, we promote even more books in our conference-specific catalogs and on dedicated websites, with special discounts for conference participants.
We organize additional events at large conferences and book fairs, such as the American Library Association Annual Conference or the Frankfurt Book Fair. eBooks are always a main discussion point. As the leading STM eBook Publisher, we are very interested in exchanging ideas and sharing our knowledge about eBook publishing.
Conferences are often promoted and supported by social media activities using our various accounts on Twitter, Facebook and other communities.
Social media marketing has become a vital part of our marketing tactics and has proven to be an extremely effective way of increasing product awareness and usage.
All our pages on springer.com and SpringerLink, as well as all our emailings and newsletters, display social media sharing buttons allowing our audience to share product details and even individual books and articles via Twitter, Facebook, LinkedIn and Google+.
Springer maintains more than 200 social media accounts that are subject-specific and interest group focused, allowing us to connect with new and existing audiences. To keep them informed and engaged, we promote conferences and run special campaigns both on a discipline and product level, e.g. book raffles, photo contests and product/content highlights, often in connection with a specific event or theme.
Social media is ideal for spreading the word about new publications. We encourage you to use the social media buttons on our platforms and write posts directly on your professional and private social media accounts to share your publications with your peers and colleagues and thus maximize visibility of your scientific research.
Springer.com/booksellers provides specific information for booksellers and enables them to download custom-made book lists. Booksellers also receive monthly newsletters containing all forthcoming titles, the Springer News.
You can be confident that we will do our best to ensure that your book reaches the greatest number and widest range of readers possible. Your readers, in turn, have the freedom to choose in whichever medium they would like to read your publication.can provide eBooks in a variety of formats including PDF, HTML and as an ePub file. Files for each eBook version can be quickly disseminated to our distribution partners in the format that they have specified.
Current range of distribution channels:
- SpringerLink – with millions of downloads per year.
- Amazon – our close business relationship with Amazon provides a valuable, direct route to market for Springer authors and ensures that almost all books can be made available via the Amazon Kindle.
- New eBook reading devices – Springer eBooks can be accessed and read on a number of eReaders and platforms including Sony Reader™, Apple iPad® and Barnes and Noble’s Nook® platform to name but a few.
- Google Books – Thousands of Springer books have been included in Google Books. New publications follow as soon as the files are ready. Google Books allows users to browse up to 10% of the book content prior to making a decision to purchase.
- Booksellers and other traditional print outlets – the print edition of your book is speedily distributed to our print distribution partners.
The Springer Shop Affiliate Program
If your book is available from the Springer Shop, join the affiliate program and earn a commission. Read more here.
Position yourself as an expert in your areaTop
With the advent of sophisticated search engines and social media platforms, the Internet has become a very powerful marketing tool, particularly for specialized content.
» Blogs, personal websites, forums and social media tools such as Twitter and Facebook have allowed for wider discovery of content and enabled the formation of influential web communities around specialized topics.
» You may want to start with a personal profile page on springer.com that is linked with your Springer publications. Ask your publishing editor about this feature, provide him/her with your details and we will create the profile for you.
Become an active and trusted member!
To effectively spread the news about your research, it will be important to become an active and trusted member of the Internet communities that may be influential in helping to promote your publications. An online profile will establish your online ‘brand’ in the minds of the readers who view your content. So, it is important to make your brand as effective and compelling as it can be.
Once you have established your online presence, it will require only a limited time investment to maintain it. All of these platforms can be interlinked allowing you to easily cascade information from one across many others, significantly widening your reach with a minimum of effort.
Learn more about a number of tools that will help you establish your online profile and credentials. Each of these can be very effective as stand-alone activities, but are most effective when they are linked together and content is replicated across multiple vehicles to reach the largest possible audience.
Author Central on amazon.com
Your book will probably be available via amazon. Enhance the amazon page of your book by using the Author Central functionality which allows you to place your biography and additional information such as images, videos etc.
Further powerful internet communication tools
One effective tool is to write a blog covering your area of expertise. A blog provides a forum for you to share your ideas and establish your expertise in the area. A blog can also be linked from a Facebook page or Tweets, providing you with a flow of fresh content for these tools.
For a blog to be impactful, it must be updated regularly, but this does not require you to constantly generate original content. Often, you can simply provide commentary on discussions occurring in other places or on current events and topics in your area of research.
A simple way to develop content is to set up ‘Google Alerts’ on your area of research. Google Alerts will generate an email anytime a news item or discussion topic related to those items appears. These updates can then provide the basis for blog entries, tweets, etc.
Try locate the forums in your subject area and begin commenting on the topics being discussed. These forums can generally be found through industry or faculty groups, conference web sites, events and by making connections to your colleagues and peers.
Once you have begun connecting to your peers, start reading and commenting on their blogs. You can also provide links back to your own materials as appropriate.
Online tools & social media for authors and editorsTop
Are you using social networking sites in your career? You should be. Social networks can be beneficial to authors, editors, and their works in a variety of ways:
- By connecting you with like-minded people and communities
- Promoting you, your organization, your books/journals/research articles
- Helping you shape your “online image” via Google search results
A Brief Note About Social Networks and Search Engines:
Social networks are sites that are more heavily weighted by the spiders (webcrawlers), so sites like LinkedIn, Twitter, Facebook and Google+ will appear earlier in search results, many times much higher than your university or organization’s sites. The more actively involved you are in social networking, the more people will see what you want them to see when they search for you or your related content (like your books, journals, organizations, etc.).
Each of the social networks listed below can be very effective when used for stand-alone activities, but are most effective when they are linked together and content is replicated across multiple vehicles to reach the largest possible audience. Additionally, if you are a more advanced user, we list a variety of tools to better optimize your use of social networking.
We polled 6,000+ SpringerLink users about their social media use and discovered that Facebook is still the king of the social networking sites. In particular, Facebook can be a very effective tool for creating an online profile, locating others with mutual interests, and communicating with potential readers.
Suggestions for getting started:
You essentially have two options for using Facebook depending on your level of comfort. You can either use a personal account for professional reasons, or, if already using a personal account for personal reasons (i.e. keeping in touch with family and friends), consider creating an official page to professionally represent your work.
If creating a personal account:
- Create your Facebook account with your real name.
- Search for colleagues and peers and invite them to become your ‘friend’. As you build up your profile others will invite you to become their friends and your community will quickly develop.
- Populate your Facebook page with your activities, links to your blog, your publications on springer.com and SpringerLink, other items of interest, etc. Your friends will be notified as updates to these activities occur.
If creating a fan page for yourself as a researcher (note that this is a public “page”, not a personal profile):
- Create an official fan page for your professional “brand”.
- Invite friends, colleagues, and students to “like” your page and become a friend either directly through Facebook or by e-mailing your list of contacts with a link to the fan page.
- Regularly update the page according to your own comfort level (ideally at least 1-2x/week) by linking to your research, linking to research you find interesting (including your comments on the piece in your status update) to drive discussions with your fans, announcing your new product releases, noting when and where you will be conference-wise, etc.
- Include the link to your fan page within your email signature to encourage others to like your page as well.
Google+ was launched in 2011, as Google’s way to establish a vibrant social network of their own. It offers a mixture of features that one might be familiar with from Facebook and Twitter, and has quickly grown in popularity for the research community (according to our survey, Google+ now ranks as high as LinkedIn for social networks being used professionally amongst researchers)!
Google+ helps tremendously with search engine optimization—meaning that when a user posts a link on Google+, this post is then pushed up higher on Google search results. It also pushes the link itself upwards in the search engine. Status updates can be longer and include images and videos. You also have the option to share your updates with only specific circles or make them public.
The Google+ Basics
Google+ offers a unique range of features intended to connect you with others, and provides channels for interaction, not just “following.” These include:
- Circles - These are essentially groups of ‘friends’ or people you are following. You can organize your Circles into groups. You can also post to some Circles and not to others. So, say your research is medicine—you can send a post to people in your ‘medicine Circle’.
- Pages - This is similar to a Facebook page, and is often there for companies, etc.
- Communities - Forums where people can share content and discuss.
- Ripples - These demonstrate who and when people have shared your posts, with a diagram. It’s a good way of identifying followers who successfully share content.
- Hangouts - a video chat service where multiple people can join a conversation: These can additionally be recorded and automatically uploaded to your YouTube channel.
There are many other features within Google+, and more being added on a regular basis. Those listed above will help you get comfortable with the most basic uses of the platform.
Suggestions for getting started:
- You can join by logging in with your existing Google account or by creating a new one. Once you join, complete your profile, and begin connecting with friends, colleagues, and acquaintances by adding them to circles. Google starts you off with some generic circles, but you can create custom circles that suit your social life.
- You can also choose to follow thought-leaders or others that you want to hear from, but may not know personally.
- Finally, read the streams of content that others are sharing, and consider posting your own updates. Like many social networks, you learn best by doing.
A note about communities on Google+:
Communities are a great way to engage with users about given topics. They are essentially forums where people can share content and discuss. In other words, it’s a great way to deliver news and content from our sites. Here are some communities that be of interest to someone in Biomedicine, for instance:
- Science on Google+
- Science on G+
- Open Science
- Citizen Science
- Neuroscience and Neurology
- Advances in Medicine and Biology
- STEM on Google+
- Citizen Science Projects
Often called Facebook for business, LinkedIn is very similar in design and application to Facebook, but with a distinctly business slant. Thousands of highly specialized groups have formed within LinkedIn, providing users with avenues for discussion and sharing information.
Suggestions for getting started:
- Create your account under your real name so that others will recognize you.
- Complete your resume and history with all of your credentials and accomplishments.
- Be sure to include links to your book page on springer.com and SpringerLink, your blog, Twitter account, etc. LinkedIn provides a number of fields for professionals to include all manner of information such as patents, certifications, published materials, etc.
- You may also want to add a link to your LinkedIn profile in your email signature.
A note about LinkedIn Groups:
LinkedIn Groups are a very effective tool for quickly locating and becoming a part of the online discussion in your specific subject area:
- Groups can be located through LinkedIn’s search tools
- Once you have been accepted into the group, you can post discussion items, updates and links to other items such as your blog.
When polling our SpringerLink users about their social media use, Reddit was the site that most of our users were eager to learn more. Unfamiliar with the site? Reddit is a simple but unique online platform where registered community users can submit content, which can either be text posts or direct links. Users then vote posts up or down, determining which posts move up the page and get more attention. Content topics are organized into specific boards called ‘subreddits’. The Reddit page is similar to a bulletin board system.
Subreddits are separate pages dedicated to particular topics, e.g. science. You can find the right Subreddit to target a particular audience by searching for a keyword related to the content you wish to post in the Reddit search box. Subreddits most relevant to the keyword will appear in your search results. Investigate these and make sure you read the rules of each Subreddit before posting your content or adding to the existing discussions.
Subreddits of particular interest:
Upvotes and downvotes:
Reddit allows users to ‘upvote’ the content they like, and ‘downvote’ the content they dislike. This affects the position the content is presented on the page of Reddit or a Subreddit. Users only get to upvote or downvote once per piece of content. Don’t expect the content you post to be popular if it is not content worth upvoting. Always ask yourself: “Would I upvote this?”
Suggestions for getting started:
Submitting content to Reddit is actually very easy. Just find the Subreddit you need (make sure you read the rules!) and click the ‘Submit to Reddit’ button at the side. The rest is relatively simple!
A word of caution about self-promotion:
As Reddit is very community-based (rather than you having your own individual profile with users who can follow you), we recommend that you exercise caution when promoting your own individual works. Before jumping into an AMA (or "ask me anything") on your field of research, for instance, consider scoping out the content of your chosen Subreddit and adding questions/comments to existing discussions before posting a new topic. You definitely do not want to “spam” discussions with your own content---merely link to it if it’s highly relevant, answers a particular question, or will trigger a new discussion. Transparency is key.
ResearchGate is a scientific online network similar to LinkedIn, but built specifically to foster communities around STM research. ResearchGate is also a particularly effective tool for finding the latest research and colleagues in your field and to also ask questions, get answers, and find solutions to research problems.
Suggestions for getting started:
- Follow the same steps for establishing your profile on ResearchGate as you would for facebook or LinkedIn.
- Locate and connect with colleagues and peers.
- Your ResearchGate profile can also be linked to both your facebook and LinkedIn profiles.
Twitter is a unique microblogging tool that enables the exchange of news, quick thoughts and interesting information for your “followers.” Twitter can be an effective tool for keeping in regular contact with your audience by providing brief updates or advertising more extensive updates on other platforms, such as your blog.
- Messages are delivered in the form of ‘Tweets’ and are limited to a maximum of 140 characters.
- You may want to include a hashtag for any topical or “trending” topics within your Tweets. A hashtag’s main function is grouping Tweets according to a set hashtag category. For example, if you hashtag #openaccess in a Tweet, your Tweet will be now be grouped together with other Tweets with the same hashtag.
- Your followers can “retweet”, meaning if they like your news item or your book they can easily pass on your message to their network, expanding your reach to potentially include multiple networks of followers.
Suggestions for getting started:
Set up an account with your username – this will be your “twitter handle” and always starts with “@”.
- We recommend you use your real name for your handle, i.e. “@FirstNameLastName”, to ensure that other researchers recognize you.
- Search for colleagues and peers – follow them and invite them to follow you.
- Start tweeting news about your research, interesting news items or things you have read, updates to your blog, updates on your book or plans to attend a conference (be sure to include the conference’s hashtag in order to be grouped with other participants Tweets about the conference and to get virtually connected with other attendees)!
- Be sure to add interest and value to your Tweets by commenting on the items you include.
- You may also want to add a link to your Twitter profile in your email signature.
- One very effective and simple tool for tweeting is Bitly. For links to items with lengthy URL’s, bitly.com will generate a much shorter URL, allowing you to use more of the 140 characters to comment on the item being linked. Additional social networking tools are featured in our “tools” section.
If your research and your name are widely known in the community, you may find that you already have an entry in Wikipedia. If not, Wikipedia is easily updated by anyone wishing to create an entry or update an existing article. You should create or update your biography to include a list of your background, credentials, areas of interest and publications with a link to the relevant publishers.
Suggestions for getting started:
- Create or update your profile on Wikipedia to include the most current information about your research and publications.
The Wikipedia template provides places to include a number of external links. You should be sure to update all of the possible links in your entry. These can include:
- External links such as author sites, publisher sites or blogs
- Suggestions for further reading – articles, books, etc.
Video and Audio Posts
Another very effective tool for expanding your online brand is to create an audio or video broadcast on current topics in your subject area or as a video “abstract” for your latest article. These can be easily created with a well-equipped laptop computer and then posted to sites such as YouTube or iTunes for simple and free dissemination. Because these are a different media than text entries, they will typically show up separately in search results providing yet another avenue for discovery.
Suggestions for getting started:
Using a webcam equipped laptop, create a 2-5 minute video discussing your most recent research or commenting on current topics in your field (note that a “teaser” video perhaps guiding to additional content may be best, as ten percent of viewers click away after ten seconds and over half stop viewing after one minute.
- Post the video to YouTube and be sure to include as many relevant keywords as possible in your description. These will be found and returned in search results. Note that you can also now directly record from your webcam to YouTube.
- Post links to your video -- or even better, embed the video itself in your personal website, blog and Facebook page using the simple tool that YouTube provides.
- Tweet the link to your new video.
Record an audio podcast discussing your research or other current topics:
- Post your podcast to iTunes.
- Post links to your podcast in your personal website, blog and facebook page.
- Tweet the link to your new podcast.
Additionally, there are a variety of tools and resources to aid you in social networking. Learn more about article-level metrics (to measure the impact of your research in the social sphere), social media image and link shortening tools and dashboards below:
Article-level metrics (ALMs) refer to a whole range of measures that can provide insights into the “impact” or “reach” of an individual article. Whereas the well-known Impact Factor measures citations at the journal level, ALMs aim to measure research impact in a transparent and comprehensive manner. They not only look at citations and usage but also include article coverage and discussions in the social web.
Altmetric, a London-based start-up, tracks and analyzes the online activity surrounding scholarly literature, including coverage and discussions in the media and on blogs; any bookmarking, ratings and discussions via bibliographic tools and sites such as Papers, Mendeley and ResearchGate; and social media sharing via platforms like Twitter, Facebooks and Google+. The Altmetric score is their quantitative measure of the attention that an article has received.
Suggestions for getting started:
Altmetric helps you monitor your personal research impact in academia and beyond by providing free services for individual researchers, e.g. the Altmetric Bookmarklet: Simply install the free Bookmarklet in your web browser, navigate to the desired journal article and hit "Altmetric it" in your browser's bookmarks bar, and you'll see the Altmetric data in a detailed article page.
Images in your posts are great to use because they provide a visual edge to your posts and help grab attention of users when scrolling down newsfeeds (Tweets with pictures are 10 times more likely to be clicked and retweeted!) It’s important to note, however, that many images may have copyright restrictions, which can make it difficult to use them without proper attribution.
However, here are some resources for public domain images (which don’t need attribution, are free to use, and can be used anywhere)!
- Pixabay – A site full of high resolution images.
- Viintage.com – A site showcasing old vintage images, such as 1920s posters, photos, etc. This may be useful for more a tongue-in-cheek tone.
- Wikimedia Commons – Not all images in Wikimedia Commons are public domain and some require attribution. You can find out from the information included with each image. On Twitter it’s better to steer clear from images that need attribution, and stick to public domain images.
- BioMed Central journals – there is plenty of open access content inside research article PDFs. It is worth opening these up if you need an image.
- CDC’s Public Health Image Library – Be warned, some images are not for the weak stomached, but overall the site offers excellent health and medicine-based images.
Looking for tools for editing or creating images? Try these:
- Ribbet.com - Allows you to add text and clipart to images. It also lets you add borders or frames to images, such as round edged frames (and it’s free)!
- Pixlr-o-Matic - A ‘hip’ way of adding photo effects to images. Similar to Instagram with its vintage effects, it may be good for making your images look more dramatic. You can also add stickers, frames, and text.
- Ampergram – A typography site that creates text-based images. Using Ampergram’s unique website, you can create a brilliant visual message with words alone.
Link Shortening Tools
When tweeting in particular, you may want to shorten the link you post. Twitter already does this for you, but using link shortening websites allows you to track how many clicks your link received. This is quite useful if you’re interested in measuring the impact of your social media activities. Potential sites you could use include:
- Bitly – a great link shortening site that allows you to track the number of clicks and where they came from. Bitly also keeps record of every link shortened, which you can access later.
- Ow.ly – another link shortening site that does not require a sign up. Not as advanced as Bitly.
Social Media Dashboards
Social media dashboards help you manage multiple social media accounts at once. The tools allow you to:
- Schedule and manage your social outreach and engage with people across all your accounts on one dashboard.
- Organize and build custom timelines, keep track of lists, searches, activity and more.
- Create searches to track topics, events and hashtags.
- Collaborate with team members by assigning messages, creating workflows, and streamlining communications.
- Get all the data on how your posts perform and see it on easy-to-read reports.
Suggestions for getting started:
- Buffer - Allows you to schedule retweets without having to edit them. First install Buffer, then simply access the tweet and click the ‘Buffer’ option underneath: Buffer also allows you to post and schedule pictures that then appear as a ‘twitpic’ (some other tools don’t do this). Buffer also queues up posts according to ideal times when followers are most active.
- Hootsuite - Very similar to Tweetdeck (below) but with the added bonus that you can maintain and monitor multiple social media networks (including Facebook, Google+, LinkedIn, and Twitter, to name a few). Additionally, Hootsuite comes with a built-in link shortener which is great for scheduling your tweets in advance!
- Tweetdeck - If you want to keep track of your tweets, and what others are tweeting, then try this. It’s free and arranges the information you need into ‘streams’. You can have a stream for followers, a stream for activity, and even a stream for certain hashtags. You can also schedule your tweets – making tweeting quicker and more efficient.