Credits: Google Images
First of all, it is important to know that marketing strategies are not the prerogative of big companies like Coca or Gallimard. A marketing strategy is essential for anyone who wants to sell something effectively, or even to make a living from it. It concerns both large and small companies. However, the actions and budgets are not the same for everyone.
This means, therefore, that even self-published authors who want to become independent authors, making a living from self-publishing, need to establish a marketing strategy in order to publicize their books and sell them for a living.
However, it is not a question of haggling. A marketing strategy is “just” the establishment of objectives in order to set up actions to achieve these objectives. This is the purpose of our digital marketing plan: to explain how to build a strategy.
WHAT TO POST ON SOCIAL NETWORKS ?
Write engaging content
You need to keep in mind that you need to talk about what your audience is interested in. It’s not always about what you want to talk about.
People subscribe because they are interested in what you do, but they don’t want to read only content that talks about you and your projects all the time. Your audience wants to feel like they care because they’re reading. They want to feel like they have a place in your project. You need to engage with your audience.
Engaging content is content that adds value, that brings something to your audience. Thus, engaging content is publications such as:
-open questions that encourage your audience to talk about themselves
-closed-ended questions that only require a yes or no answer or surveys
-requests for feedback
-sincere sharing of experiences or opinions
Also remember to always respect your editorial line. Even if it is always possible to make a post that deviates from it from time to time, respect it 99% of the time. An editorial line will allow you to be consistent in your communication and attract the right people.
Find content ideas
We can classify internet publications into 3 main categories:
-education and inspiration
-sales and promotion
The last category represents a maximum of one third of your publications.
1. Education and inspiration
In this category, we can classify all the publications that allow you to prove your expertise. These are publications that serve to enrich your audience with your experience and knowledge.
You can therefore share publications such as:
-tips (on writing, inspirational reading, library organization…)
-feedback (cool and not-so-cool things you’ve experienced and the experiences you’ve gained from them…)
-product” tests (book reviews, writing software, online library apps…)
-your values (the themes you care about and that can be found in your novels, why you write, your manifesto…)
-sharing of other people’s content
These are slightly lighter posts that don’t talk directly about your books or your expertise, but rather about everything that revolves around it. These are shares such as:
-your current reading/tea/serial/etc.
-a behind-the-scenes look at your writing and/or self-publishing
-a look back at your career
-publications that are a bit more “blah” where you ask for your audience’s opinion, where you launch a discussion (or a debate, if your audience is receptive to it), where you make a poll…
Credits: Google Images
3. Sales and promotion
Here are the publications that we tend to abuse when we start. These are all the publications that talk about your books. That is:
-presentation of your novels
-promotional actions (we’ll talk about them next week)
-feedback from readers
-calls to action (encourage your audience to subscribe to your newsletter, visit your website, listen to your podcast, watch your videos…)
-sharing of your news (your next releases, your book signings, your projects…)
The different communication supports
We talk a lot about communication and visibility on social networks, but, in truth, they are not necessarily the ones that bring back the most readers or that convert the most.
Statistically, what converts the most is the newsletter and what brings back the most subscribers is the content publishing media (blogs, podcasts and videos). Of course, these data are general and there are authors for whom it is completely different. That’s why it’s important to monitor your statistics: it will allow you to know which actions bring you the most results.
This is an email that you send to people who subscribe to it. Honestly, if I had to recommend one way to communicate with your audience, it would be this one.
These newsletters are used to stay in close contact with your subscribers and to share various types of content with them:
-your results in terms of sales, turnover, readers’ feedback…
-your personal thoughts that you don’t want to share in public
-early access or previews
They say the right frequency is one email per week. For me, it depends on your audience and what you have to say. We can consider 3 different interesting frequencies:
The daily email: short, it deals with a specific topic. Since it is very frequent, you can sometimes deviate a little from the subject to be more sincere and speak a little more openly. This frequency is perfect for people who do frequent promotions or who often release new products.
Weekly email: I find it perfect for sharing more in-depth content such as articles or more in-depth thoughts. I find this frequency perfect for people who release new products once or twice a year and who don’t do frequent promotions.
The monthly newsletter: this is really a newsletter that is often used to review the month and share some deep thoughts.
It’s true that we don’t always know what we could talk about in a newsletter. Also, it is sometimes complicated to set up a subscription form and manage all the technicalities behind it. However, the newsletter has this huge advantage over social networks of being able to create a kind of intimacy with your subscribers (after all, you have direct access to their mailbox, which is not nothing!), but, above all, your list of subscribers is yours. If tomorrow, your social network closes its doors or is massively hacked, you will lose all your contacts and you will have to start from scratch. But with a newsletter, your subscriber list belongs to you. You can export it and keep it on your PC.
You are also much freer than on the networks because there is no censorship or character limit.
There is also very little dependence on algorithms.
They are convenient to spread information quickly and to exchange with colleagues or readers, but they are also very treacherous. Between the changing algorithms and the multiplicity of publications that take everyone by storm, it is complicated to succeed in making a place for yourself.
However, networks are always nice for their immediacy and the spontaneity of followers.
The question of publication times is often asked. It is important to know that each audience is different. There is no typical time that guarantees an excellent engagement. You have to see with your audience and analyze your statistics to know when your readership is the most reactive. More concretely, using Instagram, Facebook or Pinterest, will make you more visible. You could indeed create a community to share daily information, posts or videos that represent you. Sharing content in a story on Instagram, for example, will allow your community to react to what you share and thus create a link that will certainly benefit you.
Blogs, podcasts and videos
Content creation, regardless of the medium, is a Holy Grail in marketing (at least from my point of view). It allows us to discuss various topics and attract our readership through SEO.
The published contents are rich and interesting and allow you to create a real strategy based on the fact that you let people come to you who are really attracted by your books without having to prospect. This is what we call inbound marketing and content strategy.
To conclude, the best ways to promote your book are via your own website, using social media marketing and email marketing. But following all of our tips will allow you to develop a solid marketing plan that will benefit your business.
Let’s make sure you start off your online marketing strategy on the right track with a great author website that helps you promote and sell your book!
Credits: Google Images
Oumaima OUNI – Paris region
April 13, 2021