When it comes to the potential for selling a book, not all social media channels are created equal. Some are definitely wired for selling, while others are not. Some contain a variety of commerce tools that naturally lead people toward a sale, and some do not. Add your audience demographics and the culture of each social media channel to the mix, and you have a three-step test for finding out which channels are a fit for selling your books.
But before you can look at that three-step test, you have to take an inventory of your marketing mindset. Do you have a basic understanding of general marketing best practices, an advanced understanding, or no understanding? If your marketing skills are not honed yet, you could fall victim to one of several mindsets that may keep you from hitting the target.
Sometimes we are tempted to base our social media marketing decisions on factors that have no predictive value for sales. Here are some of the most common marketing mindsets that will fail you when it comes to effectively choosing a channel.
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Personalized Content and New Revenue Streams (DBW)
Dominique Raccah is the entrepreneurial CEO of Sourcebooks, which she founded in 1987, and today is one of the largest independent book publishers in the United States and home to dozens of bestselling authors. Growing through small and large innovations, Sourcebooks has repeatedly created new ways for readers to interact with books, from Poetry Speaks (called the “definitive anthology” of poets reading their own work) to Put Me In The Story, the successful app and website that allows you to personalize bestselling books.
The United States of Amazon: An Interactive Map (GeekWire)
Amazon has been growing at an unprecedented pace in recent years, and 2015 was no exception. Last year, the tech and online retail giant added 76,500 jobs to its workforce, bringing its total employees around the globe to 230,000 people, not counting seasonal workers. While a large chunk of Amazon’s workforce is in distribution or other non-tech sectors, the numbers are still staggering—putting Amazon on pace to someday rival or surpass companies such as UPS and Target on the list of Fortune 500 companies with the most employees. But those numbers tell only part of the story.
A Common Misunderstanding About Author Websites (Writer Unboxed)
For nearly five years now, I’ve taught classes on how to build and optimize author websites. Every single class, here’s the most common question I receive: Is it ok if I publish my book on my website?
NetGalley International: Susan Ruszala on Digital Expansion (Pub Perspectives)
NetGalley’s basic service is the provision of a book’s print galley—the advanced reading copy, or ARC—via digital channels. Already in the UK market and the States, the company’s first non-English-speaking market was France. At Leipzig Book Fair in mid-March, the company will formalize its entry into the German market. And at the London Book Fair in mid-April, NetGalley will host an event. Still, not least among the kinds of transformation on Ruszala’s mind might be her company’s financial progress: “We’re profitable,” she says, “and within the next 12 to 18 months, we’ll be entirely debt free.”
23 Authors Using Pinterest for Book Marketing & Inspiration (BookBub)
If you’re not using Pinterest in your book marketing efforts, you might want to give it a try. It’s one of the largest social networks, and according to the Pew Research Center, 42 percent of all online women and 13 percent of all online men use Pinterest. If you’re not familiar with the platform, Pinterest is a virtual pin board where you can pin images from other sites, linking back to the original source. Other users can re-pin those same images to their boards.
Digital Reading Museum to Open in Paris (Bookseller)
A digital reading museum is set to open in Paris. The Museum of Digital Reading (in French, Le Petit Musée de la lecture numérique) will be the first permanent exhibition space in Europe dedicated to the history of reading devices. Showcasing the first machines ever created to the most recent tools, the space is for “anyone interested in books and technology,” including the general public as well as professionals, intended as “a place for mediation” on the evolution of the books industry over the past 20 years.
What Are Successful Authors Doing? (WWM)
Have you ever wondered how some authors manage to make it to the top of the bestseller charts and stay there? Ever wondered what tips, tricks and strategies go into building a successful indie author career? At Written Word Media, we are incredibly fortunate to work with a wide variety of authors, over 19,000 of them at the publishing of this article, from those just starting out to those that are living the dream. To figure out how to get from newbie to dream-liver, we polled our author base about their strategies, and found some interesting correlations in their answers.
‘The Markets’ Announced for 2016’s Global Summit at Frankfurt (Pub Perspectives)
Issuing a call for papers, Frankfurt Book Fair and Publishing Perspectives announce the seven-nation focus for “The Markets” 2016. Regions highlighted include Southeast Asia, Europe, South America, and the Middle East.
When Creativity Becomes a Profession (Seth Godin)
It often stops being creative. Ad agencies are some of the most conservative organizations you’ll encounter. They’ve been so trained by fearful clients, they censor themselves regularly. Successful authors are pushed by concerned publishers to become more true to their genres. And the movie industry… well, it’s an industry first.
On Spanish Poetry Publishers in the Digital Era (Pub Perspectives)
The Spanish publishing industry is facing radical changes in the digital era, but poetry is often overlooked in discussions about these changes. Has it been disregarded because it is a minor genre? What kind of experimentation is happening in Spanish poetry publishing today? Thanks to new technology, many new Spanish poetry publishers have launched and are now growing their presence.
HMH Falls Short Again in Fourth Quarter, as Trade Inches Ahead (Pub Lunch)
Houghton Mifflin Harcourt reported fourth quarter and full-year results Thursday morning, and for the second quarter in a row their performance fell short of analysts’ expectations, even after revising their guidance in November. Fourth quarter sales were $298 million, with a net loss of $97 million—$13 million higher than the net loss a year, or -$.75 a share (versus expectations of -$.56 a share).