When I ask new email subscribers to tell me their number one book marketing challenge, the answer is overwhelmingly the conundrum that is social media: it takes too much time, and the results are difficult to measure. I agree.
Without a solid understanding of how social media does and doesn’t work, authors resort to the splatter method. But trying to hit every social media channel is a poor marketing strategy. On the contrary—you can successfully sell more books with less social media in four steps:
1. Find, build and target your proprietary audience.
2. Choose a primary social media channel for engagement and selling based on five specific criteria.
3. Designate social media outpost channels to direct potential fans to your primary social media channel.
4. Create a content system designed to foster engagement first and sell books second based on authentic author interaction with fans.
Authors in my online classes are amazed at the amount of time this primary channel system adds to their writing schedule and how effectively they can reach readers on just one channel.
Step One: Find, Build and Target Your Audience
The first step to selling more books with less social media is finding, building and targeting your proprietary audience. Nobody writes a book for everybody. To sell effectively, you need to define your target before you shoot. In this step, there are three main strategies: discovery strategies, content strategies and growth strategies.
The DBW Daily is the go-to newsletter for staying up to date on the biggest issues facing the book publishing industry and indie authors. To get all the top stories and think pieces from the past 24 hours in your inbox every day at 8:00 AM, sign up for the DBW Daily today!
Barnes & Noble Looks for a Sales Rebound (PW)
Total revenue dropped 4 percent in the quarter ended October 29 at Barnes & Noble, compared to the similar period a year ago. Although revenue declined 19.5 percent in the company’s Nook division, in the conference call with analysts to discuss the results, the focus was on the 3.5 percent decline in B&N’s retail segment.
How to Get Your Book Sales Moving with Facebook Ads (Creative Penn)
Much of the information out there on Facebook Ads is from people spending a lot of money and from people making a lot of money. We all love to hear the outlier stories, but sometimes it’s more encouraging to hear from those nearer the beginning of the journey. In this article, David Penny shares how he was able to get his historical fiction novels moving by using Facebook Ads.
Books-A-Million’s New Program Opens Shelf Space to Indies (BookWorks)
Winning space on a bookstore shelf is becoming ever more challenging. Fading are the days when you could simply drop off a copy with your local bookstore and get an order or at least placement on consignment. Some local bookstores still work that way. But in many places you may encounter stocking fees or other potentially pricey programs to access bookstore shelves, like the one Books-A-Million just announced.
The College Bookstore, Disrupted (PW)
Over the past few years there’s been tremendous churn among college stores and their partners as they try to satisfy the needs of students and parents seeking affordable course materials. As the traditional market for textbooks has faltered, many college stores have dropped book from their names. And some have stopped selling textbooks altogether.
The Nook Tablet 7″: A First Look (Teleread)
Today my curiosity got the better of me, and I took the bus down to the nearest Barnes & Noble to check out the $50 Nook Tablet 7″ in detail. While I only fiddled around with it for ten minutes, not really enough time for a detailed review, I have to report that it is absolutely worth the money.
Words Matter. We Must Protect Them (PW)
A few weeks ago, our country elected as president a man whose campaign rhetoric and actions evinced unprecedented hostility toward press freedoms and free expression in the United States. Out on the campaign trail, president-elect Donald Trump verbally attacked the mainstream media, blacklisted reputable media organizations, insulted individual journalists based on race, gender, and disability, and threatened to expand U.S. libel laws.
Making Publishing More Diverse (BookMachine)
Josie Dobrin is Chief Executive and co-founder of Creative Access. Creative Access works to tackle the absence of diversity in creative industries by providing young BAME people, paid training opportunities in creative companies and supporting them into full time employment. Norah Myers interviews Josie here.
Kobo Partners with Retailer Fnac Spain (Bookseller)
Rakuten Kobo has partnered with European retail chain Fnac to bring Kobo products to readers in Spain.