Social Media Tips & Blog

Planning Your Book Marketing Campaign

If your book’s topic is relevant to current news events, it’s the perfect time to plan a fresh book marketing campaign. For the most effective campaign, take some time to create a plan.

Begin your marketing plan by writing down these questions and your answers.

  • What are my objectives in running this book marketing campaign?
  • Who is my target audience?
  • Which social media platforms should I use?
  • When should I run this campaign?
  • What tools will I use to track performance?

Objectives

Clearly defined objectives will help you plan a successful book marketing campaign. Is your primary objective

  • book sales
  • acquiring clients
  • more website traffic
  • new social media followers
  • something else?

Objectives need to be specific and measurable, not vague. How many books to you want to sell? How many clients do you hope to get? How many website visits do you want? How many new social media followers?

Target Audience

Your campaign will be more successful when you target the right audience. Identify details such as:

  • gender
  • age
  • location
  • favorite social media channels
  • interests
  • challenges they have that you help solve

Identifying these details will help you craft messaging that piques their curiosity and convinces them to take action.

On Facebook you can learn more about your audience from your page’s Insights: under People find the percentage of your fans and followers who are male and female, and what countries they are from. On the Overview in Insights you will see which posts have the most reach and engagement and get a good idea of the type of content your audience is most interested in. In Facebook’s Ad Center you’ll be able to create an audience and choose specific interests, locations, age groups, and genders to find the right audience to engage with your ads.

Social Media Platforms

Which platforms you use will depend on several factors:

  • Which platform are you most comfortable using?
  • Where is your target audience most likely to be?
  • Which platform referred the most visitors to your website in the past few months?
  • What will your budget allow?

If your favorite social media platform is Twitter but you know your target audience is more active and engaged on Facebook, you may choose to use to use Facebook. You may choose to run the campaign on more than one social media platform. Don’t spread your campaign across too many platforms. You’ll have the best results when you focus on one or two.

Once you’ve chosen your platforms, you can create content that is best for that specific platform.

When Should You Run Your Campaign?

Create a campaign calendar to outline your content and note where and when you are going to post it. If you are tying in current events, you want to be sure to post while it’s still relevant. I suggest going through this process of planning a book marketing campaign now so that when an event comes up that you’d like to tie your campaign in with, you will already have many of these questions answered.

Tools to Track Performance

Tracking performance of your campaign helps you determine the measure of success of your campaign and shows you where you need to make adjustments for future campaigns.

The tools you use to track performance will depend on your objectives. If your objective is more book sales, you will track how many books you sold, probably through your Author Central account on Amazon. If you want more website visits, you are going to use a tool like Google Analytics to provide details about which social media platforms your visitors are coming from.

Each social media platform has a way to track insights. I suggest you keep a spreadsheet and update it throughout your campaign. If you use Hootsuite to manage your social media platforms, you can set it up to provide you with analytics reports also.

Now all that’s left to do is create your visuals and content!

Engage for Success Radio Show Interview

I asked the team at the Engage for Success Radio show to tell us about it:Engage for Success radio show

The Engage for Success movement is an inclusive movement committed to the idea that there is a better way to work by releasing more of the capability and potential of people at work. We spread the word about employee engagement and shine a light on good practice, inspiring people and workplaces to thrive. And we’re widely supported across the UK involving the public, private and third sectors. Our radio podcast is recorded live once a week and then available on our website and via all the usual routes. It was founded in 2012 and usually booked up 6 months ahead.

Why did you start this radio show?

To interview interesting people sharing content helpful to leaders interested in employee engagement.

How long have you been doing the show?

Since December 2012.

What do you look for in a guest?

Interesting people all over the world who are leaders in business and have something valuable to say about employee engagement.

How can listeners find you?

Apple podcasts, engageforsuccess.org. Blogtalkradio, Soundcloud.
Engage for Success radio is an award winning, long running podcast focusing on employee engagement, by the national movement Engage for Success.

Get Noticed With More Publicity Using HARO

Nonfiction authors who want their book to get noticed and who are looking for more publicity are using HARO. What is HARO? It stands for Help A Reporter Out. It’s a free service to connect journalists with relevant expert sources. You may just be the source they are looking for!

I had a recent email exchange with a client and her editor discussing HARO. The editor, Candace Johnson, and I have shared several clients over the years and encourage our clients to use HARO as a way to get publicity and grow their author platform. Candace gave me permission to share some of the information from that email exchange.

Many of Candace’s clients have enjoyed great success with responding to HARO requests. Here are her best practices for HARO in a nutshell:

  • Don’t wait till the last minute to respond. Reporters get many responses, and the earlier the better.
  • Submit what they ask for in the format they request.
  • Tailor your statement to your expertise—you don’t have to have an answer for every question they ask.
  • Don’t send unrelated content; they don’t have time to spend reading a novel.
  • Use grammatically correct soundbites when you can. That makes it easy for them to spot the gems they’re looking for.
  • Include a link to your book and social media in your brief bio.

Candace also provided links to additional information to help craft a great response.

https://buildbookbuzz.com/wp-content/uploads/2016/12/How-to-respond-to-HARO-queries.pdf

http://janetabachnick.com/7-must-haves-for-a-successful-haro-media-pitch/

HARO requests can also be used as prompts for blogs and you can link back to the article the reporter writes. Links like that are very helpful to SEO.

Candace wrote a blog post about HARO I encourage you to read. Candace and her two daughters have been quoted in articles after responding to HARO requests. I too have responded to HARO requests and been quoted in articles. So we know it works to respond to requests – if the pitch is good.

Start your path to get noticed with more publicity using HARO. Sign up as a source!

Write a Letter to Your Readers in the Back of Your Book

Once a reader has finished your book, how do they connect with you? Write a letter that you include at the end of the book. Here’s a sample.

Dear Reader,

Thank you for reading [Book Title]. I hope you learned [the main point you wanted the reader to learn]. If you have any questions or comments, I invite you to contact me at [your email or website contact page].

Please consider leaving a review wherever you purchased this book. Reviews help other readers decide which books to read next, and I would greatly appreciate yours.

Let’s connect on social media too. You can find me on Twitter, Instagram, Facebook, and LinkedIn here: [add your social media handles].

I look forward to connecting with you. [Your Name]

Optimize Your Amazon Author Page

Do you have an Amazon Author Page? Is it optimized? Sometimes I see books on Amazon where the author hasn’t yet set up an Author Page or it doesn’t have complete information. This free page allows authors, whether your book is in print, Kindle, or both, to update content on your book page, update your bio and descriptions, and view your sales data and customer reviews of your book.

If you already have an Amazon account, you’ll use that same log in information to set up an Author page. Here’s where you’ll set up that page on Amazon: https://authorcentral.amazon.com/

Have these items ready to create or update your Amazon Author Page:

  • Headshot
  • Bio—fill out your bio with as much information as possible, including keywords
  • Book cover image and other relevant images—if your book has won any awards and you have digital awards, you can add them here
  • Blog feed link—any time you write a new blog post, it will show up on your Amazon Author page
  • Videos—book trailer, video of you sharing tips from your book
  • Upcoming events information

Include links to your website and social media accounts in your bio so readers know where to connect with you and contact you. Remember to add a link to your author page on your website.

A great advantage to having your author page set up on Amazon is that readers can now click the Follow button on your Author page. Once they do that, they will be notified whenever your book is on sale or when you publish a new book.