How to be effective in marketing your book

Coming from a marketing background (now a published crime author) I endorse what is said in the article below. The key to good marketing is persistence, patience and passion, which incidentally is also the key to becoming published. The other point I would add is that to be effective in marketing, including book marketing, you need to communicate the correct message (and you need to define what this message is) and communicate it consistently across all platforms.

Below is an extract from an interesting article written by  Penny C. Sansevieri  8 Ways to Get Reviews That Aren't Fake On Huffington Post

 "Here is perhaps a different set of ideas (and maybe a few you've heard before) about getting exposure and (if you're lucky) getting reviews:
  1. Stay engaged: I see a lot of folks who aren't engaged in the process or their reader. I'm not talking about running through your to-do list of marketing activities. I'm talking about staying engaged with your reader. Talking to them via your blog, Facebook, Twitter, Pinterest, LinkedIn, whatever. Your reader is your end user, you want reviews to get to them, but in the absence of reviews, guess what? Your outreach to your reader will have a far greater impact on your market and your sales. 
  2. Know the rules: The rules of the game are important. Part of what's so discouraging to bloggers (and eats away at their time) is that authors don't often take the time to know who to pitch. That's what makes paid reviews so tempting (among other things); you can send in a check, and then you get reviews. Real, honest, and thorough reviews take time, but keep this in mind: When this shakes out and presumably "consumer" reviews don't have the credibility they once did, where do you think authors will start to go? To the long-time, credible reviewers -- where it all started. So, get to know them now. They have a following, and people who read them know they can't be bought.
  3. Start early: As with anything in marketing, start early. I'm going to run through some networking tips in another section but for now, start thinking in terms of early, early, early. How soon should you start? Six months at a minimum. 

Read more of the rest of Penny's tips