Is it time for a marketing tune-up?

Remember all those things you were going to do this year to update and enhance your online presence, like upload recent photos, add new publication credits, revise your bio? With 2017 approaching the half-way point, here’s a checklist to remind you to take the time now to tackle that list and mark off the tasks. Not only will it make you look active and engaged, but many social media platforms automatically post to your networks the changes you make to your profile, which means you get a boost in exposure. And that’s always a score for a writer…as long as it’s good exposure, that is!

Do the following for every site you use. And if you don’t already use a particular platform, maybe it’s time to try it: Facebook, Twitter, LinkedIn, Google+, Pinterest, Goodreads Author (https://www.goodreads.com/author/program), amazon author (https://authorcentral.amazon.com/), various genre sites (I’m listed on mystery sites like http://www.stopyourekillingme.com/ and https://www.cozy-mystery.com/ ). As the graphic above demonstrates, there are lots more than my short list, but I’m only human, so I’ve tried to focus on just a few. All I can say is “choose wisely.” And don’t forget your own website…but you already routinely update that, right? (If you haven’t, I bet you will now…)

  • Upload new profile picture. If you don’t have a professional head shot, you need to get one. Nothing builds credibility like a polished photo on your profiles. (And yes, you need something more current than your high school graduation photo.)
  • Update bio. Have you changed your state of residence? Become a grandparent? Won awards for your work? All of these items are important, as they can attract new readers who now feel you have more in common with them, or are geographically closer (which means they could reach out to you for an event!)
  • Add publication credits (books, articles, online blogs).
  • Upload the covers of new books.
  • Update events schedule: add new, delete old. If your last event was a year ago, don’t keep it there as a placeholder. If you have to have some copy, say ‘New events coming soon!’ and then get to work planning those new activities!
  • Switch out banner backgrounds for a fresh and/or seasonal look.
  • Upload new videos.
  • Make a video to say hi to your fans. It can be super simple. Make it fun and your fans will love it.
  • Make a series of photo posts using quotes from your books for fresh content you can use and re-use. (My go-to site for this is https://www.picmonkey.com/.)
  • Enter your name in the search engine of your choice and see where it pops up. You may be listed on sites you don’t know about; until I did this search, I didn’t know my books had been entered on several mystery listing sites, which prompted me to be sure to contact those site administrators to keep my publications current. Do you write romance? Self-help? Enter your name with those keywords and see what results. You might discover a whole new audience for your work, and with a timely tune-up, you’ll be ready to roll!

How to kick the insanity habit

insanityOne of my favorite definitions is the one for insanity that goes “doing the same thing over and over and expecting different results.” I’ve felt that was an accurate description of many of my book marketing efforts in the past twelve years; sending off press releases to local newspapers and rarely getting even a little paragraph tucked somewhere in the back pages comes to mind. I’m sure every author can add to that list of marketing insanity.

Out of frustration and (I’d like to think) the wisdom that comes from experience and age, I decided at the beginning of this new year that I was going to stop the insanity. In particular, I decided I was going to radically rethink my social media strategy and try something new.

My new idea?

Stop trying to sell books by posting about them, and instead, just have fun interacting with others in the online universe.

“WHAT??” you may say. (I expect that may be exactly what my agent is thinking this moment if he’s reading this post. Bear with me, Greg, while I explain. Either that, or dose yourself with good chocolate.)

You see, I’ve concluded that online selling doesn’t happen on social networks. I’ve accepted that the social media gurus who insist that social media is SOCIAL, not sales, actually know what they’re talking about. I know I don’t go book shopping when I’m chatting online with others. Honestly, do you? I’m online to be entertained, to be inspired, to share fun or sweet posts with my friends. And so that’s become my goal: I aim to have fun online.

And the weirdest thing has begun to happen: my followers are growing on all my networks. Granted, it just may be the cumulative effect of years of posting, but I have a gut feeling that it’s because I’m having fun. And people need fun these days. So instead of promoting my books, I post beautiful photos of my husband’s orchids, I share inspirational quotes/photos that move me, I craft witty replies designed to make people laugh, I repost/retweet links to articles I found really cool or helpful. For the first time in my social media marketing strategy, I’m just being me, Jan, not The Author Jan. And I’m really enjoying it.

So this is what I’ve learned from my switch in strategy: I can stop the marketing insanity because the most important thing I can share isn’t my books. It’s myself. And that’s ultimately what God calls me to do: share myself with others.

Of course, if my new followers’ curiosity gets piqued, and they check out my profile (which seems to happen a lot more often now), they’ll see I’m an author, and maybe they’ll end up on Amazon or my website to learn more, or even buy a book or two. I won’t complain.

Goodbye insanity. Hello friends. Let’s have fun!

How to make Amazon work for you

grand-central-stationAre you using your Amazon Author Page to increase your visibility and grow your audience?

You DO have a page, right?

If not, then drop everything else this very minute, and set up your free Author Page by visiting https://authorcentral.amazon.com. Seriously, you need to do this. It’s easy. It’s good publicity. And did I mention it’s FREE?

Basically, your Author Page is like a personal Grand Central Station that showcases your work and acts as a hub for your writing, providing links for fans to follow. Here’s a short list of some of the key benefits you’ll get from your Author Page:

  1. You can link to your blog here, making it readily available to a browsing reader who may have never heard about you or your blog before. In fact, you can enter multiple blog feeds for even more exposure; I link to my website blog and my Goodreads blog, for example.
  2. You can post videos in the Author Updates section. I’ve used it for a place to run book trailers and interviews. There’s no limit on how long you keep material on the page, so that means you get forever use from the marketing pieces you’ve created.
  3. You can list every book you’ve written, and all your book covers will show up on your page, along with links to each book’s buying page on amazon.com. It’s like having your own little store.
  4. Readers can ‘follow’ you right on the page and they’ll get notice whenever you post a blog or update or add a book. In addition, Amazon offers a variety of marketing options for authors if you’ve got a small budget; one example is here at http://indie.kindlenationdaily.com/?page_id=5460
  5. You can list your events schedule to maximize exposure.

Like every social media site, your Author Page also has a spot for your bio and photos. This is a prime place to list your other social media contact information for your website, Facebook, Twitter, Instagram, etc. In fact, be sure to update this bio (and your book listings) on a regular basis, since Amazon won’t automatically add your new books to your page as they are published.  You are the curator for this little store, so be sure your material is current. In fact, after checking on my own Amazon Author page just now, I realized my newest release Heart and Soul (Archangels #2) wasn’t included. You can be sure that from now on, I’m doing a monthly check-in to see what needs to be updated or revised!

A final cool feature of your Author Page is that you can click on the Sales Info tab to get a feel for how your book is selling. My favorite BookScan data on the page is the Sales by Geography item; by studying that map, I can tell where my books have sold and it gives me ideas for localized sale pushes or event planning.

Are you using your Amazon Author Page for smart marketing?

Finding Champions for Your Book

Euphoric winner friends using a with a tablet

A winning team has dedicated fans. A successful candidate has loyal supporters. Artists and museums have influential patrons. No one flourishes alone. You and your book will not be exceptions to this rule. You will need champions who will promote your book within their circle of influence, open doors for interviews and speaking engagements, and remain loyal fans when you release your next book.

Let’s consider some of the qualities that make an ideal champion:

Dedicated: You will find a great champion for your book in a person who is dedicated. Publishing and marketing a book is a long process. Six months before the book is available, Amazon and other bookstores with an online presence will make the book available for pre-release order. A dedicated champion is someone whose interest in your book will last from reading an early manuscript to attending a book release party. It’s great to have all kinds of people interested in your book, even those who will only join you for part of the publishing journey. However, your inner circle as an author should be populated with people who have a reputation for following through on their commitments, finishing the projects they start, and sustaining interest in your topic for many years.

Loyal: Writing a book is an exciting process. Many people will enjoy knowing someone who is a published author. Who knows if they will appear in the book dedication, inspire a character within the story, or benefit in their chosen career from knowing an expert on the subject of your book (you)? Again, it’s great to have all kinds of people interested in your book, even those whose interest in your book may arise from dubious motivations. However, if you are to succeed as an author, you will need to sort out the loyal champions of your book from those who will be quick to jump to the next project that promises more rewards. Include everyone in your publishing process if you can, but invest in those who have demonstrated loyalty to you in the past.

Influential: A dedicated and loyal friend is a priceless treasure. However, when you search for potential champions for your book, you will need to look for someone who is influential as well. Influencers exist in many different spheres, and a person influential in one setting may not be influential in others. A person influential within his or her field who knows top leaders within an organization may lack an online presence. A person in the early stages of his or her career may have gathered a great social media following. Both the senior leader with contacts in the field but a negligible online presence and the upcoming leader with the great social media following are influencers. You need all kinds of influencers. Look for potential champions for your book at various stages of career development. Show appreciation for the young blogger along with the radio host, the conference organizer, and the bookstore owner.

How do you spot a potential champion for your book?

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.

The 15-Minute Writer: Book Marketing in Life’s Margins

woman writer

Photo by Bench Accounting via Unsplash.com.

We writers wear many hats these days. In addition to writing proposals, queries, and manuscripts, we’re expected to market and promote our books through social media, speaking, radio/television interviews, and book-related events. Whew! What’s a busy author to do?

First, don’t get too overwhelmed. No one can do everything, so take that expectation off your shoulders. Take deep breaths. Now…don’t you feel better? Let’s do our part, and leave the rest in the hands of the Author of our life stories.

Second, after you write it but before your book releases, experiment with different marketing ideas to find out what you enjoy and are good at naturally—Facebook parties? Speaking engagements? Library visits?—and concentrate on those things. The fun you experience will come through, and you’ll sell more books (and even if you don’t, you’ll have more joy. And who doesn’t want that?).

Third, pray for wisdom, discipline, and creativity. After all, God gave us the idea and the opportunity to write a book, and He cares about the people who will read the message we’re sharing.

Finally, clear a few minutes in your schedule and write “marketing” on your calendar in a small window of time. This way, you’ll do a little bit every day. (It’s like the old question, How do you eat an elephant? One bite at a time!)

To help you get started, here are a few book marketing tasks that take 15 or 20 minutes, tops (just make sure each is related in some way—via a hashtag, link, or text—to the volume you’re promoting):

  • Write a short blog post
  • Draft a newsletter for your email list
  • Brainstorm a free resource to offer your list
  • Update a social media profile to reflect your new release details
  • Write a Facebook status or Twitter update
  • Take an Instagram picture and upload it
  • Read a blog post on another author’s site and comment on it (thanks to Michele Niefert for this idea)

    A photo by Alejandro Escamilla. unsplash.com/photos/N7XodRrbzS0

    Picture by Alejandro Escamilla via Unsplash.com.

  • Rate/review a similar book you’ve read on one of the major bookseller’s sites
  • Ask friends on Facebook or Twitter to review your book for you
  • Share another author’s book, which is related in some way to yours, on a social media platform
  • Update your website or blog in some way
  • Draft a query letter to a magazine on a subject related to your book
  • Ask other bloggers to review your book (Elizabeth Evans shared this tip with me)
  • Create an image on Canva or PicMonkey with a reviewer’s blurb on it and Tweet it (a terrific idea from journalist and author Simran Sethi)
  • Write a thank-you note to a book reviewer, librarian or bookseller
  • Follow-up with a meeting planner or editor you pitched but haven’t heard back from
  • Set up an Eventbrite page for a future workshop or seminar you’ll lead on the book topic
  • Read a book marketing article on line or in The Writer, Poets and Writers or Writer’s Digest

Now it’s your turn: share in the comments. What are your favorite—or most effective—quick marketing tasks?

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?