Advanced Marketing Techniques
BY DANA MARTON
The workshop covered building reach through social media. The keyword seems to be “discoverability.” Until now, an author’s success depended on bookstore placement, which was controlled by the publisher who could buy prime placement for the books they were heavily promoting. Currently, 50 percent of fiction is bought online. With e-publishing, the control has passed to the author.
Some things to keep in mind:
Methods to achieve discoverability are different on B&N.com than on Amazon.
Web presence used to be an extension of your bio. Today, this is how readers discover your fiction.
They will discover you via social media, and you have to keep them circling through your sites (Pinterest, Facebook, Twitter, etc.) until they hit your website where your ‘buy’ buttons are for your books. Attract, then impact.
Don’t post family photos. They don’t get shares. Keep it fun and professional. Post cute pictures that people will share. Pure text posts have a lower impact than if you post an image.
Shares are the gold mine. “Like” is good, “comment” is better, “share” is gold. A share exposes you to all the friends that reader has, and then they can share, too.
It’s important to directly upload your images, so the share links all point back to you. (Cute cats, puppies, food porn, cute cartoons, inspirational messages.)
Use Facebook Insights to monitor total reach, total number of people who saw the post, the number of posts you’ve posted, and many other metrics.
Use Pinterest to hook all your social media together.
Make sure there is Added Value Content (AVD) on your website to draw readers there: excerpts, contests, deleted scenes, character bios and photos, etc. This is a good place to give away free books periodically.
Don’t make your book list page a long list of covers. Focus on certain books. Make it interesting.
Search Engine Optimization (SEO) keywords should be everywhere, even in your book descriptions. This way, people who aren’t even looking for you will end up on your site.
Include SEO keywords in the titles of your images.
Each book series should have its own landing page that immerses readers in the book’s world. It should not be about you, but the fictional world you created.
Have social media buttons on every page. (Buttons that will allow people to follow you on Twitter or like you on Facebook.)
For analytics, Google Analytics is the most powerful free software. Enter all your websites. The goal is to even out all your peaks and valleys and have sustained high levels of traffic.
Other than your websites, you can also add your social media sites to Google Analytics.
Build visitor flow—keep visitors moving through all your social media sites, clicking from one to the next.
Ask readers to bookmark your page.
You can track conversion to sale if you have an Amazon Affiliate account.
You can track how many people click on a certain link on your page if you use bit.ly and have an account with them.
You can set up your Facebook account so that everything you post will automatically go to Twitter, and vice versa.
And now… The famous Julie Ortolon trifecta!!—the quick and easy way to update all your social media sites within a few minutes: