I always knew about Gary Vaynerchuk, but a few months ago he seemed to be everywhere online. I started to notice he was being interviewed by all of my favorite bloggers and spreading the word about his new book, “Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World.”
I realized then, this was all a part of his plan. His launch plan.
Gary Vee and his team had likely spent weeks, if not months, planning the exact strategies that would maximize reach and increase profits for his book.
After doing a little research, I put together this slideshare presentation to outline 5 key strategies Gary uses to launch his book:
1) Build a landing page
If you know anything about online marketing, you likely already know the value in a strong, high-converting landing page. The JJJRH landing page is well-designed and includes a personal video message from Gary himself.
A study by EyeView Digital shows that adding video to your landing page can increase conversions by up to 80%.
The call-to-action (“Buy Now”) is located above the fold so users don’t have to scroll down to purchase. Instead of writing about how amazing his book is, Gary offers visitors a free sample. A perfect example of how showing is better than telling.
2) Offer bonuses
The bonus offers on this landing page encourage readers to buy more than one copy to receive incentives like a 10 minute call with Gary or even free wine!
Bonuses start if you purchase 30 copies or more. Corporations who buy the book for all their employees (4000+ copies), get a personal visit from Vaynerchuk including an hour long keynote/Q&A session.
3) Create visual content
Gary has an entire infographic dedicated to his book showing details like the number of case studies or what social platforms are mentioed in the book.
Why an infographic? Visual content is sharable and spreads quickly across social media sites like Facebook, Twitter, and Pinterest.
Not only does this give potential customers a look into what the book is about, it gives them a tangible piece of content to share with their friends and followers.
4) Reach out
Likely the most important step, outreach is what’s going to put your brand in front of new audiences. Gary was featured on 11 or more media outlets and blogs discussing the strategies and topics in his book.
Not only is this a great way to grow your audience for future launches, it forces you to network with other influencers in your niche.
5) Share your knowledge
When launching any book or product, it’s important to look like you know what you’re talking about. Gary didn’t launch his book as a nobody, he had already established a brand and an online presence over time by sharing and publishing useful content.
Right around the time his book launched, Vaynerchuk published an online course on Skillshare that mentions his book and teaches people how to create a channel-specific social media strategy.
He also frequently updates his blog on the topics of social media and entrepreneurship. Gary has developed a strong following of loyal fans over the years and now he’s a well know expert in the industry.
Your next product?
Have you thought about launching a product or ebook online? It’s a great way to grow your audience and build a business around something you are passionate about.
Check out the Quick Launch Product Guide to discover the best way to build, launch, and sell your first information product online.