Book Marketing Strategy For Attracting New Readers
“A good strategy should never be set in stone, especially in an ever-evolving industry such as publishing. As we move into 2016, Facebook, Twitter and Instagram still dominate the social media scene. It doesn’t matter if you’re an established author, an emerging or aspiring one; you need to have a social media strategy that goes way beyond a few scheduled posts or curated content that has already appeared on countless post streams. Now’s a good time to revisit the social media accounts of the authors you most admire. Look at what they are doing and reach out to your current followers to find out what they most want from your posts then use the information you gather to build a mobile book marketing strategy.
Make no mistake. As an author you’re a brand and this above all needs to drive your strategy. An impressive social media following not only provides social credibility but invariably leads to increased book sales and the all-important word of mouth boost all authors need. You know you need to post regularly and engage with your audience, you know you have to reach potential readers on an emotional level to truly engage with them, but how do you do it without allowing your book marketing initiatives to dominate your day and, more importantly, detract from your ability to get words on the page. With the start of a New Year growing ever closer there’s no better time to get an effective social media strategy place. Given the eclectic mix of publishing genres, there’s no strategy that fits all but here are our top tips to help you focus.
#1 Stand out – Be instantly recognisable
From book covers to content you should first and foremost be promoting a brand image that is instantly recognisable. One that stands out in a sea of posts. This may seem obvious, but is your approach consistent? How you use and present your promotional material is critically important. Make consistency and reach your primary goal, but don’t put all your eggs in one basket. You built significant followings on Twitter, Facebook and Instagram but now is the time to step back and ask yourself if you favour one more than the others? A busy post stream can be misleading, not always translating into new readers and while you can delve into analytics, they can prove both costly and time-consuming in relation to the return they give. Consider cross promoting content instead. It’s easy to sync and link your social media platforms using software such as Hootsuite and your ability to reach potential new readers will grow exponentially with a single post. By working smarter you achieve more, but try and focus on the bigger picture instead of getting bogged down in the detail. The big three social media platforms are simply cogs in your marketing machine and like any well-oiled machine, you don’t need to look under the bonnet as long as it’s working.”