With so many books on Internet marketing lining the shelves of bookstores today, there’s bound to be one that will give you the answers you seek. But which one? How can you tell which book is genuinely helpful and which is full of bogus nonsense? The thing is, you won’t know until you buy the book and read it. But there are several cues that you can pick up just by scanning the back of the book and the blurb on the jacket. Start with these five things.
#1: An author with credibility
This should go without saying, but an author without much experience in social media, online marketing, and Internet technology just can’t be relied on. The more experience the author has, the more credible the advice he gives out. Today, there are a lot of new, self-styled “social media experts” or “Internet marketing strategists” who call themselves such but don’t have much experience working for big companies or websites. When choosing an Internet marketing book, go for authors who can give insider advice from personal experience. Alexis Ohanian, the co-founder of Reddit, and Gary Vaynerchuk, the CEO of a social media brand consulting agency with big-name clients, are two such authors.
#2: Innovative techniques
If the author is just churning out and rehashing the same old concepts from five or so years ago, put the book down and choose another. On the Internet, things are constantly changing, systems are continually being updated, and protocols are repeatedly refined or replaced. What worked last year may or may not work this year. If the blurb doesn’t mention anything you haven’t encountered before, pass.
#3: Social media tips
Today, marketing is all about social media and mobile media. A good Internet marketing book should devote at least a chapter or two to social media marketing plans, techniques, and guides. Tips should cover all social media platforms and the author must have an opinion about which social media networks are worth your time and which aren’t.
#4: Points of reference
Good authors draw on personal experience or the experience of other experts to give concrete examples for aspiring online entrepreneurs to emulate. It can’t all just be theory. A good Internet marketing book has anecdotal evidence of why certain techniques work and why some don’t.
#5: Realistic advice
A lot of new authors are betting on the eagerness of young people to sell over-hyped but ultimately nonsensical advice on getting rich through the Internet. If you want Internet marketing advice that actually works, go for the books that detail how to succeed by developing good content, reaching out to potential clients, and expanding networks organically. Stay away from the get-rich-quick gimmicks.
