Crowd Source Marketing

finger-769300_1280There’s an old adage in marketing that says in order to get a consumer to pull the trigger and buy something, they have to hear about the product three times. There was a time when the blueprint to accomplish that was pretty straightforward. Get reviews from newspapers or magazines and get interviewed on television or radio. Then, go make public appearances at bookstores or book fairs or local meetings, and don’t forget to keep writing.

None of those were easy to accomplish and they all took a lot of work to hit the magic three, but at least there was a path to follow that thousands of authors from decades past had taken with some success.

Times have changed. Not only have they changed, they keep changing at an ever-increasing pace.

The internet opened up the world and made it so much easier for authors to reach the public directly. That’s the good news. The flip side is there are hundreds of different ways to do it and a lot of them are really good, but may not be right for you.

So, the goal becomes finding the right tools for your genre and your personality and staying up to date about everything that’s new, while still finding time to write, and then have a life.

This is where just a little organization can funnel the hive mind of social media down to the essentials. Look for groups, particularly on Facebook, that are not only devoted to marketing books but are also in your genre. If you’re in traditional publishing, include that on your checklist. If you’re going the indie route, make sure the group is too.

A few other things to add to your checklist are:

  • The group is devoted most of the time to marketing – not selling, not writing
  • It’s invitation-only, so that it’s a safe place to share and there’s some control over the postings
  • There’s a monitor who shows trolls (people who complain or bully) the door and kicks them out of the group
  • Active members who are sharing information and are willing to answer questions – lots of questions
  • Be one of those people and share when you can – admit when you don’t know enough to add to the conversation. In other words, participate.

Some of the benefits you can reap from joining together are:

  • Doing cross-promotions with others in your genre. There’s power in numbers.
  • Getting a heads up about a new site that’s working for someone. And getting a thumbs down for a site that would only waste your time and your dollars.
  • Sharing each other’s ads or promotions on each other’s social media sites. Again, it’s that power in numbers.
  • Gaining a realistic view of how well you’re doing. It’s the equivalent of your water cooler.
  • Getting applause when things go well and getting some inspirational chitchat when they don’t.
  • Testing out new blurbs for your book or, if you’re indie, testing out new covers and getting early feedback.

Everything is easier when we work in cooperation with others and come together as a team, building on the information, adding in a post to what’s already there. That’s the definition of crowd sourcing.

Since I’ve found my own peeps I’ve been able to course correct a lot of mistakes I didn’t know I was even making and I’ve come up with a streamlined ad campaign that is even more in line with my budget. Best of all, though, I’m having a lot more fun sharing ideas and cheering on my fellow authors.

How I boosted my book to 30x more people

ebookI finally bit the bullet. I boosted a post on Facebook.

For years, I’ve seen that annoying little message you get on your author page about paying to boost your posts. Because I’m cheap (and still suspicious of social media’s REAL intent, i.e. who needs to know what I buy, who I connect with, and what I like? Creepy…), I refused to give it a try. If my books can’t make it on their own merits, so be it – I’ll be content with small audiences, extremely limited financial reward, and the personal gratification that I haven’t caved to crass commercialism.

And then last month after I started getting consistent raves about my new thriller “Heaven’s Gate,” I thought, “What the heck. It’s only $20.”

Actually, it ended up being $60, since I decided if I was going to experiment, I wanted to see what a week of boosted posts could do rather than one day, which is what $20 will buy. Knowing that most buyers need to be exposed to a product seven times before they buy (do you know the Rule of Seven?), I figured one day of boosting was throwing away cash, but seven days might just convert into some sales. I can now tell you, without reservation, that $60 worth of boosting on Facebook can go a long way in giving your book exposure and building your audience, and now I can’t wait to give my other books the same treatment.

Here are the numbers from my week-long experiment:

  1. Organic reach peaked at 305 on Day 7, while paid reach was 9045. That’s 30x more people reached than my normal posting! Not only that, but thanks to my OCD tendencies, I checked one last time on Day 10 (remember I only paid for 7 days of boosting) and was happy to see a new total of 9432. The post was still being shared after my paid boosting! Score!
  2. I monitored my book’s print and ebook rankings on my amazon Author Central page (you do have one of these, right?) for the boosting’s duration. By Day 6, my ebook ranking had reached 924 in the Paranormal category after starting on Day 1 at 3366; the biggest jump was from Day 1 to Day 2, which tells me that first burst of posting made an impact that powered the rest of the week. Recalling the Rule of Seven and the impact of repeated impressions, though, I looked again on Day 18, only to find my ebook ranking better than ever at 831!
  3. As for print, my book moved from its initial 76,331 ranking to 8535 on Day 5. Clearly, somebody was paying attention.

Even knowing that rankings are a superficial measure (rankings don’t equal sale units), I decided that post boosting may not be such a bad idea for marketing after all. While the actual sales numbers are still in question, I know for a fact that more people have seen my book’s cover thanks to post boosting than would have otherwise. And that’s one step closer to buying my book.

Have you tried Facebook post boosting? What was your experience?

Learning new marketing tricks

dog shaking handsI am living proof that even old dogs can learn new tricks.

Except that I’m not a dog and the tricks I’m referring to don’t have to do with “shake” and “roll over.”

As an author who came to the book publishing game in her mid-fifties, I realized I had to embrace the internet and social media marketing if I was going to play in the marketplace. As a result, I’ve read a lot of books over the past few years about online marketing and tried to apply that knowledge. But the book I’m finding the most instructional and helpful is Red Hot Internet Publicity because it gives you simple ideas you can implement easily and see immediate results.

twitter-bird-light-bgs.pngFor instance, I’ve never quite been sure how to leverage my Twitter activity into growing my audience; twice-daily tweets and random retweets of those I follow can only do so much in attracting engagement when you consider the enormity of the Twitter universe and its competing attractions. After taking just one tip from RHIP – participating in a group chat sponsored by one of my influential Twitter contacts – I picked up five new followers and at least one immediate book order. “Gee, this really works!” I thought. (Well, duh – the book’s title is Red Hot Internet Publicity, not Mediocre Marketing Online.) As a result, I’m now devoting effort to finding chats EVERY DAY hosted by key influencers in my book topic areas and being sure to participate with tweets and retweets. Yes, I know – it’s called a social network, and that means you’re supposed to be interacting with others, but somehow, actually “chatting” online had seemed a waste of time. No more.

facebook_circle_color-128Likewise, thanks to the book’s advice, I’m streamlining my Facebook involvement to make my time on it more productive. Sure, I’d read before that you need to have your marketing message in front of you every time you post, but I’d gotten lazy. After reviewing my message and tightening its focus (another recommendation from the book), I’ve been more vigilant about making EVERY post count with a comment that somehow reflects that message. The result has already yielded me new followers on my author page at Birder Murder Mama, which had stalled out in the last three months.

Those are just two of the ideas that have already made a difference for me in internet marketing. Being the perennial student that I am, I made a list from each chapter in RHIP of items to try out. Fortunately, I’m gearing up for a book release in May, so the timing to fire up my social media marketing is perfect, and I’m finding lots of opportunities to practice what I’m learning. And that – immediate practice of what I’m learning – is key. Too often, my ideas sit in a file for that magic “sometime” when I’ll get to it. But thanks to the simple presentation of RHIP, AND the timely suggestion from my agent to download and read this new book, my magic “sometime” is right now.

I guess my new trick is “shake” after all – shake up your marketing and see what happens!

Linking Your Social Media Platforms

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We’re told to be on as many platforms for social media as we can get our fist around. Not every social media is for every person and I would more encourage you to find two or three you really love and connects you with different people through each platform.

Are there ways to maximize your time?

Absolutely.

In this post I’m going to cover several of the larger social media platforms and how you can link each one to reach your audience in each market.

**Note: (and this is purely my personal opinion) if you have crossover audiences between your social medias that you’re sharing the same content on, I would advise against this. Seeing the same thing over and over, weakens your audience’s interest in what you’re offering. Just keep this in mind.**

**ALSO PLEASE NOTE: in offering these multiple ways to link your platforms, you stand the potential for limiting your reach, especially due to Facebook algorithms. This should never be a total substitute for going in and posting real time updates directly to your social medias, especially Facebook. Take this information with a grain of salt and don’t assume that all your work will now be taken care of. :)**

Linking Facebook:

To send Facebook updates to Twitter see this link: https://www.facebook.com/twitter/ this will give you instructions for linking your profile page and each of your public fan pages you might have.

Linking Twitter:

Login and navigate to your settings (under edit profile which is found by clicking on your profile picture). Go to apps and it’s as simple as choosing an account and loading your password.

Linking Instagram:

You’ll have to do this from your phone’s app. Go to your profile and click the three dots in the upper right hand corner. Under settings choose Linked Accounts. Here you can connect Facebook and Twitter. If you have a picture you don’t want to post to one of these medias, just click off those options before it posts.

Linking Google+:

This topic is more complicated. But it can be done! I’m directing you to this resource that I found online for linking your Google+ updates into Facebook.

Linking Goodreads:

Go to the edit profile function. (Found under the drop down arrow next to your picture in the upper right hand corner). Click the “apps” tab and connect the social medias you want linked. Goodreads also has widgets you can add to your blog that are customized to your book lists.

Linking Pinterest:

Log into Pinterest. Visit your profile page—this is where you’ll see all your boards and pins. Click on the “wheel” in the upper right hand corner and choose account settings. Scroll until you see “Connect Your Social Networks”.

Linking Your Blog:

The easiest form of promotion. You write a blog post. It posts to Facebook. Get started here: http://www.networkedblogs.com/ But note: when you accidentally hit publish it does show up on Facebook, but you CAN remove it. :) If you have hooked your Facebook to Twitter, it will also automatically post there. However there is a pretty big BUT with using Network blogs and you can read that more fully here. You can do this, but be aware, that Network blogs does diminish your reach, especially if you’re using the free version. If you pay a high enough price, Network Blogs won’t route through their platform just to boost their own numbers (what they do on the free option plan). Facebook also limits your reach in using this platform to their social media as only Facebook can. There are positives: posting your blog automatically to Facebook and other social medias. But there are negatives, so weigh both carefully, before handing your blog link over.

Host platforms for scheduling social media updates:

You can schedule updates across multiple platforms so you only have to load an update once and pick the publish time. A couple different options to research for which one best fits your needs are: BufferTweetDeckHootsuiteEdgar (though not free) to name a few.

 

So there you have it! A few tips to connect each of your social medias. Don’t be daunted by this, take it one at a time. And let me know of your success or failures. Of which I hope there is many of the first and none of the last!

 

Facebook: Friend or Enemy?

Facebook. So what IS it about marketing on Facebook that makes us all cringe? I know I’m not the only one who wants to forget about it and get to work writing my next book!

But after a couple of valuable appointments with marketing gurus at the ACFW conference in September, and after reading last month’s post by Casey Herringshaw, I started looking at Facebook a little differently. It is part of our lives, and it can be a valuable asset to our writing careers.

Here are some things I’ve learned:

  • Treat both your author page and your personal page the same. Both of them are seen by your readers and potential readers. Once you’re a published author, you don’t have a private life on the internet. If you aren’t published yet, act as if you are!
  • Stick to your brand. I write historical romance books. Most of them are Amish, with a foray into a western being published by Love Inspired next year. On my sepia horse and buggyFacebook author page, I share Amish tidbits plus a fun picture of cowboys once in a while. That’s what my readers expect, and I try not to disappoint them! And yes, when I have news about one of my books, I’ll post about that, too. But that kind of post is rare.
  • Post regularly. Some authors use a service like Hootsuite to schedule their Facebook posts, but I’ve found that I like to fly by the seat of my pants when posting on my author page. I try to post at least once a day, only because that drives up traffic. Regularity is a key to reaching larger numbers of my readers.
  • Understand that even if you aren’t a public figure now, you will be. (At least 040that’s the goal, right?) As you’re sharing all about your dogs, grandchildren or passion for hang-gliding, don’t forget to insert a layer of protection between you and your reading public. Certain things need to be kept private. You can give your readers quite a bit of information about your life – and let them feel like they know you – without divulging every detail.
  • Be friendly. Whether on your personal Facebook page or your professional one, the personal distance you need to maintain shouldn’t keep you from giving your readers9780373282777_p0_v1_s260x420 a genuine smile of welcome when they drop by. Let your voice shine through. Be inviting. Make them want to spend time with you in your books.
  • Be professional. Facebook is not the place to air dirty laundry, complain about or celebrate political events, or argue theological differences. Never, ever complain about your spouse, children, in-laws, bosses, or co-workers. And never, never, never (can’t say enough nevers!) complain about or divulge information about editors, agents, or anyone else in the writing business. What appears on the internet has a horribly tenacious way of sticking around.
  • Be a good neighbor. Don’t you love when your peers share your latest status with all of their friends? Especially when you’re trying to pull readers to your latest blog post or publicize the sale price on one of your books? Do the same for them.

Sometimes I think of Facebook as a necessary evil, one of the many things we need to negotiate in order to be successful in this modern life. It won’t last forever, but as long as it’s around, we should use it to our advantage. And meanwhile, enjoy it!

Authentic Marketing

dart-103020_640Ugh. The big, bad “M” word. It’s not one of my favorites and truly, if there were fewer letters in it, I’d be labeling it a four letter word.

In fact, just so I feel better, let’s go ahead and label that “M” word something not-quite-so-delightful. Imagine it as a dart board and we’ll send flaming arrows into it…

As a writer, you can never get away from marketing. You will always have to market yourself, because only if you become Richard Castle, Dan Brown, or Janet Evanovich will you never have to market yourself again. And I’m pretty sure those writers all got to be who they are because of good marketing.

Publishers don’t have as many dollars and the ones they do have are being stretched thinner and thinner.

So how do you authentically market yourself without burning out and turning everyone away from your product? Here are a few things I’ve learned and have proven helpful in my journey to market myself.

  • Let Twitter/Facebook fan pages be your mouth piece for promotional work. Personal facebook pages (different than public fan pages) are viewed more as a way to connect with friends and family—not to market your product. Once in a while is fine. More than that and people start to ignore you.
  • Get on social media now. Not later. Not when you have a book contract. Not when you finally have an agent or finish that book. Get on it now. You’ll have less pressure to get out there and learn it all at once and instead can take in small bites.
  • Mix personal with professional. Everyone likes to know a bit about a person, beyond just the fact that you want them to buy your book. Be relatable, but learn the balance between oversharing/posting and posting what people are going to be interested in.
  • When in doubt, don’t post it. If you’re unsure if you’re oversharing, posting too many times in a day, don’t post. It’s better to post once in a while with something witty and fun to read than every hour with a long, drawn out diatribe.
  • People are visual, so find images that market your brand and share them in your status updates, tweets, etc.
  • Realize you are becoming a public figure. People will start to recognize you at conferences. They will read your content and have a connection with what you are saying. No matter if you are doing this because you like to blog—and people really like what you have to say—or you are doing this because you are trying to build an impressive audience, you are becoming someone people will notice. Don’t be noticed because you’re annoying; be noticed because you’re authentic. Think about a door-to-door salesman or the salesman at the local car dealership, the cashier at your favorite grocery store—do they make you want to have repeat encounters with them? Why or why not?
  • Be personable. Be unique. Be authentic. I can’t stress that last word enough. It’s the only way to stand out in social media and on the marketing platform.

Nothing in marketing is a fast process. It’s a slow growing yeast, mixed in a little bit at a time until you look back and see that an audience has been built with you just being…you. Take time to get to know and invest in other people’s interests and promote them. Show unabashed support for your fellow writers. You’re in this together and together you’re a mighty force to reach readers.

What are your best marketing tips?

How to Avoid White-Noise Marketing

new-143095_640We were talking as a staff in our FaithHappenings.com meeting about marketing and social media and how much white noise is filling up Facebook and Twitter especially. Everyone wants a chance for their voice to be heard, but none of us really want to pay attention. As consumers we are constantly bombarded with deals we should take advantage of, the latest giveaway to enter, the newest site to sign up for (though, please, please go sign up for our FaithHappenings.com site—I promise you will not be disappointed.😉 ), the latest and greatest constantly in giant all-caps and flashy billboards. Unless something truly captures our attention, most likely we’re going to just keep on scrolling.

I know I am guilty of this habit.

So how do we grab the attention of the consumer we are trying to reach? Each platform is going to be handled a bit differently, but I’ll tackle Facebook and Twitter with a side of Pinterest and Google+ thrown in.

Facebook: DON’T post your agenda all the time. In fact, I only post on Facebook a couple of times each week—not a couple of times per day. When you post less often, you actually become something of a novelty when you do finally post. You’re a fresh face in a sea of constant posters and most likely people are going to pay more attention. (Note: this concept is a good idea for personal profile pages. Fan pages require a different strategy and more frequent postings to avoid falling off your fans’ radar)

Twitter: DO post your agenda more often. Don’t, however, push a constant promotion. Twitter feed is constantly changing and moving so it’s a good idea to keep your face and fresh content in front of your followers. For every 1-2 tweets about your product, be sure to share 3-4 either retweets and content that is not pushing one particular point or agenda.

Pinterest: If you are a business or an author who is trying to promote reviews, products, etc., keep it to one or two pins per day of that particular felt need. Too much of the same thing will just annoy the follower and they will scroll faster–or worse, unfollow you.

Google+: Chances are you are going to have many crossover followers on Facebook, as you do on Google+. If you have a gmail account, you automatically have a Google+ account. Build your circles, find material you can share publically. You can share the same information as you did on Facebook and Twitter, but find a different way of sharing it. And remember to vary business with pleasure/personal. People want to get to know you, not just a promotion pusher, ie: white noise creator.

Need some other ideas to avoid being social media white noise?

Be funny. Have a sense of humor. Don’t post long updates. The shorter, the absolute better. Don’t carry a negative point of view on all your posts. Be positive. Avoid links.

Yes, I am telling you to include fluff in your marketing campaigns. We are a society surrounded by depressing worries. If you truly want to be noticed, be encouraging. Speak into people’s needs. Make them laugh. Build a brand awareness around who you are and what you’re offering that is unique, brief, to the point, and meaningful.

Seems like a tall order to fill!

But once you get the hang of it, it becomes more second nature than something that has to be over-thought.

Remember the key points: Facebook—don’t post all the time. Twitter—you have more freedom, so share and have fun. Build a rapport with your followers. Pinterest—let this become an extension of who you are. Google+ –provide fresh content separate from what you post on the other social media platforms as chances are, you will have many of the same followers across all platforms.