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?

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And the Tweet goes on…

Red HotA few months ago, I enthused in this space about a book I’d read at my agent’s suggestion. Now I’m going to give you a follow-up, because reading Red Hot Internet Publicity has truly changed my marketing game; unlike a lot of books that sound great and helpful while I’m reading them, RHIP is proving itself to be one of those books that truly make a difference in my career. In other words, its tips WORK and you can actually DO them.

(Or am I the only person on earth who finds it difficult to implement ‘great ideas’ that use apps I can’t understand, or require more financial investment when my writing income is already in the red, or simply involve too many steps to even remember?)

This is what I’ve accomplished since my post “Learning New Marketing Tricks” appeared here two months ago: I’ve more than doubled my Twitter followers from 217 to 500+ by discovering new audiences on this one social network, and my exposure (impressions) has increased tenfold!

twitter-bird-light-bgs.pngThe route I’ve taken involves the RHIP suggestion to engage in group chats, which has introduced me to new contacts with similar interests. Even just a few Tweets back and forth produce new followers, and sometimes that generates ideas for writing posts on other networks. Perhaps even more significant is my new habit of scrolling every day through the topics that are currently trending on Twitter. I find a few to which I can contribute original Tweets, and then comment on others in that stream. Again, it only takes a few minutes, but it always generates new followers.

Finally, I’m insistent on using hashtags with every Tweet I make, and the more hashtags, the more likely it is that I’ll reach into new markets. Before I started focusing on Twitter, my tweeting impact was dismal – maybe making only a couple hundred impressions (read that as ‘your name showing up in the Twitter universe’) a week. These days, I’m getting a thousand impressions a day – that’s a lot of times my name is showing up in the Twitter stream, and that connects me to large groups of people I might otherwise not have encountered. Some of those people have now subscribed to my newsletter and bought my books; by following them back, I’ve found more threads of conversation and topics in which I can engage. Throughout it all, I constantly remind myself of my brand – of my unique voice – and make sure my Tweets reflect that. So far, I’m delighted with the results.

Hourglass --- Image by © Royalty-Free/Corbis

Hourglass — Image by © Royalty-Free/Corbis

So delighted, in fact, that I’m thinking I should double my time on Twitter…from 30 minutes a day to 60 minutes.

That’s right – 30 minutes a day have yielded me a breakthrough in exposure, and since getting my name and brand ‘out there’ is so important for making sales, those 30 minutes pack more of a marketing wallop than any other 30-minute marketing I can do.

Isn’t it great when something you try really works?

Seven Reasons to Build a Launch Team

Image/WordsthatChangeEverything_quote09When I first considered building a Facebook Launch Team for my Words That Change Everything book launch, I had hoped to enlist a few other writers or bloggers. And after participating in several other launch teams, I had many great ideas from thos experiences.

Although several seasoned writer and blogger friends volunteered to help, some non-writer friends and relatives asked to joined my book launch team.

I received them with open arms. And they have been a tremendous blessing during the book launch process.

You may ask, “Can people with little or no clout online be an asset to my launch team?”BookCover/WordsThatChangeEverything

Yes! You bet! Below I’ve listed seven reasons why I believe my Words That Change Everything Launch Team worked.

  1. Everyone has a tribe. Even my youngest grandson Ben has his tribe of young friends. And although Ben isn’t online yet, when Ben talks, people listen!
  2. Friends and Family. Your friends and family care about your success. And if they volunteer, they will be passionate about supporting your project.
  3. BookCover/RESTNotesGiveaways. Freebies go a long way! For my book launch, I offered RESTNotes: 15-Day Devotional Guide to Words That Change Everything. My tribe embraced this eBook with excitement and gratitude.
  4. Shareable images also proved to be a hit. The marketing team at Leafwood publishing provided awesome shareable images with quotes from my book. And I also made a few images to share with readers, using some of my own photos.
  5. Free books! I also expressed my appreciation to my launch team by sending them a gift of my book, Words That Change Everything.
  6. Facebook posts. My team was thrilled with their signed copy of my book. And many of them posted pictures of my book cover on their social networks, stirring some interest with their online friends.
  7. Prayers. Some of the most valuable resources of my launch team proved to be their prayer support, encouraging words, and honest feedback.

Do you have a book launch coming up? I hope you’ll consider building a launch team on Facebook. It worked for me!

What strategies have worked for you in your book launches?

How to make your readers SUPERfans!

supermanWhen you have a book published – be it in print or ebook – you want to get as much publicity as possible to sell copies, right?

Right!

Do your fans know this?

Well, yes, I think they do.

You THINK they do?

Here’s my suggestion: tell them you need their help to generate that publicity. You need their word-of-mouth to help your book get launched amidst the thousands of books that are available.

You need to give them the 3 Rs of superfans: Read, Review, and maybe most importantly, Rave!

With the launch of my newest suspense novel, Heaven’s Gate, I put together a launch team of thirty readers who agreed to read and post a review on amazon.com and whatever other social networks they had, along with any word-of-mouth recommendations they might be able to give. Like many writers, I’m not especially fond of online marketing because it takes a lot of my time, but the fact is, writers in the 21st century need to cultivate their presence on it. (I, personally, have had varying success with different networks, but I continue to learn and work at it because I’ve seen its value at different times. Let’s face it, if there’s a gathering of readers anywhere – even online – don’t you think an author would be remiss to ignore it?) What I’ve discovered since my book debuted last month, however, has added another piece to my formula of reading and reviewing: you need readers to RAVE about a book to influence others to buy.

So far, maybe this seems evident to you, but this next comment might catch your attention: I learned that you need to tell your readers what to write. I don’t mean give them a script – you  want their honest reaction. But what you need to do is empower your readers to write raving reviews, which result from two things: an awesome reading experience (which you have crafted with your book!) and a vocabulary that will reinforce what you want them to say.

Simply suggest key words you’d like your reviewers to use.

At first, I felt odd suggesting words to my readers to use in constructing their reviews. Then I realized that key words are…well…key. Keys, actually, to triggering the all-important call-to-action that every author needs to make to potential readers: You Need To Buy This Book Now. And guess what? Your reviewers are often very grateful to have your suggestions, because they want to write a strong review for you, but are often lacking in promotional experience and don’t know how to best help you with their review. I asked my reviewers to use the words suspense, supernatural, Archangels series, faith and science, String theory, fast ride, and thriller. They did, and as a result, the reviews for Heaven’s Gate present a consistent rave of being a book you can’t put down, which has cued new readers to order the book.ebook

Remember, your fans want you to succeed. Making it easier for them to help you is the least you can do!

 

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!

Take it with you when you go

moving dayMy husband retired from his job last December in Minnesota , and within a month, we were unpacking our worldly goods in our new home in Texas. Having relied heavily on my local readership for growing my book authoring career, I was faced with a choice: retire from my own career as a writer, or start it all over again in a new place.

Actually, there was no choice for me: since I can’t NOT write, here I am, back at square one. Except that this time around, I have eight years of experience and a track record as a published author behind me as I begin to cultivate my new area; my task is more transplanting than seeding. For any of you facing a geographic move, here are some of the positive and negative aspects of taking your authoring with you:

A fresh audience!

Positive: You have a fresh audience, which forces you to remember why you write, why you’re excited about what you write, and how what you do can serve readers in your new community. It’s a wonderful opportunity to look at your work from new angles and refresh your own enthusiasm for what you do. And with books already in print, you have product ready to promote in your new area – no waiting around for publication to happen – yet you can re-use the promotional tools you used the first time around, saving you the time and effort of developing new marketing strategies.

Negative: You have a fresh audience, which means you have to start over making connections with bookstores and other venues. Back to phone calls and building relationships (sigh).

A track record as an author!

Positive: You’ve got a track record as an author! Yes, you’re making phone calls, but you’re going to get farther faster in booking events because you’re a proven entity. Your past experience makes you smarter about ways to reach decision makers, adding to your credibility as a published author with new contacts. Since this is your second time around, you won’t waste money and time on the ideas that didn’t work when you were just starting your authoring career.

Negative: You have to put the time in again on building key relationships.

New sales!

Positive: You have a new geographic market to add to your original readership, potentially doubling sales for both old books and anything new to come. Just because you’re no longer physically available doesn’t mean your loyal readers from your old location will abandon your future releases – those fans need to be kept in the loop as you move forward, so be sure to continue communications with them (Facebook, author newsletter, etc.).

Negative: You will lose some readers who only enjoy local authors. Hopefully, though, the gains in your new area will outweigh the lost readers.

Can you add to these experiences/insights of taking your authoring career into new territory?

Building a Platform? Finding Helpful Resources

Photo/CCWC

“If you want to be a nonfiction author, you’ve GOT to work on building your platform?”

I perked up when I heard the word “platform” mentioned for the umpteenth time at my first writing conference.

Building my what? I didn’t expect this advice at a “Christian” writing conference. In fact, I didn’t even know what the workshop leader meant by “platform.”

Hands popped up all over the conference room, asking questions about “building a platform.”

“Can you give us more information?” Another frenzied writer whined.

A few seats down from me, an older lady with a wrinkled brow whispered to the person next to her, “What does she mean by ‘platform’?”

“I didn’t think ‘Christian’ writers should focus on building a platform,” someone mumbled. “Is that even scriptural?”

The murmurings continued…

I felt my blood pressure rise as I listened to all of the questions and observed the body language of the writers all around me.

I shook my head in disbelief as I considered all that I had done to prepare for this moment—particularly the last five years of academic writing. Is she saying that I need to study marketing now? Oh, great!

A few days later, I abandoned my first writing conference early due to a family crisis. So I didn’t get a chance to hear more about platform building.

Overwhelmed, my thoughts about building a platform and my mother’s untimely death left me dazed and confused. Should I even go forward with “writing for publication” now?

One workshop leader warned us against “quitting your day job.”

Great! I just quit my day job, I whispered under my breath. I had just turned down the offer to teach writing as an adjunct instructor again that semester. Why? I needed to help with our ongoing family needs, and I wanted to focus what time I did find on writing for publication.

After the conference, if someone even mentioned the word platform, I would voice my frustration with a favorite quote from Gone with the Wind, “I can’t think about that right now. If I do, I’ll go crazy. I’ll think about that tomorrow.”

What’s a writer to do? Where can we go for information on building a platform? Back when I started, I had to dig deep for information. Now, you can find more resources than ever before now on that topic.

Michael Hyatt is one of the best resources I’ve found on platform building. I started following Hyatt’s blog on the advice of other writers several years ago. A few years later,  when he published his book, Platform: Get Noticed in a Noisy World, I ordered my copy hoping to improve my own platform. I still recommend this book to other writers who ask me for help in that area. I’ve even led my own writing workshop on platform building based on what I’ve learned.

New Year’s plans. As I await my first book publication this spring, I’m still struggling with all the details of platform building—blogging, social networking, speaking, and writing. With all the advances in technology and social media, I’m always seeking new resources and ways to stay up-to-date with publishing info.

What are your plans for the New Year? What have been your strategies? What’s your secret? Did you quit your day job? Do you have any platform building tips that you would be willing to share with other writers?

I’m hoping this blog post will initiate a conversation about platform building. So, I hope to hear from you. Be sure to share your thoughts on this topic in the comment section below.

What resources have helped you build your platform?