“If we hadn’t made this work, we very well might not be running BookDaily today.” - Scott Wolf, CEO of ArcaMax Publishing
Kansas City, MO (PRWEB) September 24, 2014
Technology might have thrown the traditional publishing industry into turmoil, but BookDaily.com is thriving—and helping authors succeed—thanks to a digital marketing strategy that emphasizes Pay-Per-Click (PPC) advertising.
The website, owned by Virginia-based ArcaMax Publishing, offers the first chapter of more than 88,000 books via email, for free. BookDaily.com’s customers are the thousands of authors who use its platform to promote their titles. (A basic account is free and allows authors to share a chapter from their books, but add-on services are available for a fee.)
BookDaily.com is successful today because of a crucial shift in its strategy three years ago. Instead of pursuing the shrinking number of large publishers as clients, it serves the army of self-published authors who have entered the business thanks to the lower costs of digital publishing.
“We realized we needed an online strategy to get a new echelon of authors—and lots of them,” said Scott Wolf, CEO of ArcaMax Publishing.
“If we hadn’t made this work, we very well might not be running BookDaily today.”
Since 2012, BookDaily.com has worked with emfluence, a digital marketing firm based in Kansas City, Mo., to sign up the vast majority of its author accounts. emfluence developed a strategy that has delivered impressive results:
- Conversion rates increased by 10%
- Cost-per-conversion decreased by 7%
- Click-thru rates increased by 1.4%
emfluence used paid search marketing, largely on Google, to attract burgeoning authors to BookDaily.com, creating compelling ad copy that helped the website break through the clutter in a crowded category. And, using emfluence’s Track, Measure, Improve tactics, BookDaily.com has been able to consistently improve the performance of its campaigns in the last three years.
“The real strength of PPC and digital marketing is flexibility,” said Eric Jones, emfluence Senior Paid Search Marketing Manager. “BookDaily.com is able to quickly try new search terms and variations on copy, to drop underperforming strategies and pursue those combinations that give them the most value for their marketing dollar.”
The PPC campaigns have made all the difference for the website.
“What emfluence has done has given us a predictable and scalable way for authors to discover who we are,” Wolf said.
ABOUT ARCAMAX PUBLISHING
ArcaMax Publishing is a leading provider of family-friendly and fun content on the Internet. It syndicates news, comic strips, columns and other content through email subscriptions. It also operates BookDaily.com, which allows users to read the first chapters of thousands of books for free. (http://www.arcamax.com)
Based in Kansas City, Mo., emfluence is an award-winning, full-service interactive marketing agency that works with clients in virtually every business category. Its team of marketing and technology experts helps brands connect with customers more accurately, more often, with less hassle. (http://www.emfluence.com)