If you’re reading this, I assume you’re looking for ways to market your book. Maybe you’re even reading it as we speak! There’s no point to self-publishing if you don’t plan to market it. And, as the saying goes, “you never get a second chance at a first impression.”
If you’re looking for conventional methods of marketing, they still exist, but they’ve changed. Thanks to digital marketing. What is digital marketing? It’s everything from SEO to email marketing to social media marketing and more.
Before we get started, let’s define a few important terms. The first is “customer”. In the book world, customers can be potential, existing, or current readers. These are the people you’ll need to eventually convert to paying customers. Once you have their attention, you can keep them interested in your product through various means, which we’ll discuss below.
SEO or Search Engine Optimization
SEO, or search engine optimization, is the practice of getting traffic from search engines like Google and Bing to your website.
Why is SEO important? Well, according to HubSpot Blogs research, 50% of consumers search for products and services online before buying them in real life. That’s a lot of consumer searches!
SEO is important because consumers are looking for what you offer, but they might not know exactly what they’re looking for. So, if you want to attract their attention, you need to show them what your product is and how it can help them. SEO will help you create a presence in the minds of potential customers.
There are several steps you can take to get started with SEO. First, you need to determine the kind of content that will perform best in search engines. For example, video content performs well, but only if it’s the right kind of video. Short-form articles and lists work well, too.
The next step is to build a solid foundation. This includes having a fully functioning website with a blog on it. Having a solid foundation will also help you determine what platforms to use for your social media marketing efforts.
Did you know that people still use email to communicate with each other? A lot of people do, and it’s not going anywhere. In fact, HubSpot Blogs research indicates that people are 90% more likely to read an email than they are to visit a website or watch a short video.
The most common way people use email is to send marketing emails. These can be anything from an email list of product updates to a weekly newsletter to inviting people to join a special club. The goal is to get the reader to take action and buy your product or service. So, when you have an email that’s asking your readers to take action, you can bet they’re going to open it.
If you want to create value for your customers, you should send them informative, entertaining, or educational emails. These are just a few examples of the types of emails you can create.
You can track the success of your email marketing campaigns using tools like MailChimp, Hootsuite, and HubSpot CRM. With these tools, you can easily segment and track opens, clicks, and conversions for each campaign. So, it’s not a mystery anymore as to whether or not your email marketing is working. You can literally see the results with each campaign.
Email marketing isn’t going anywhere, but it is changing. Just like search engine optimization, we’re moving towards inbound marketing and content marketing. Thanks to social media.
Did you know that 75% of consumers have watched video content on social media platforms? Social media users like to watch short, snappy videos that give them information or entertainment. They might even share your video with a friend who is also a potential customer.
If you want to learn more about video and how to use it to your advantage, you should read our guide to video marketing. There, you’ll discover the best platforms for video content, how to create videos that will perform well on these platforms, and more.
For our purposes here, let’s just say that videos are popular and will likely remain so. And, since people on social media prefer to watch videos rather than read articles, you can bet your video content is going to perform well on social media.
It’s not enough to have a solid video strategy and a few videos to put it into practice. To truly succeed, you need to create high-quality content that’s interesting, well-written, and comprehensive. Your videos will serve as a vehicle to communicate your message to your audience.
The same goes for articles. Did you know that people on social media prefer to read articles rather than skim through dozens of video clips? According to HubSpot Blogs research, people are 85% more likely to read an article than they are to watch a video on social media.
If you want to create a compelling story that will engage readers, use your articles to write your story. Begin with a powerful opening that will make your reader click further to learn more. Make sure the story is easy to understand and well-paced.
You can also include graphics and photographs to make your story more interesting. At the end of the article, you should include an actionable takeaway that your reader can use.
Social Media Marketing
Did you know that 80% of consumers have used social media to research products or services? People on social media discover new products and services through different channels, like blogs, websites, and Twitter.
The best thing about social media marketing is that it’s completely free. As a content marketer, you’ll need to build a following on social media first, and then you can monetize your content with affiliate marketing or ads. Since there’s no upfront charge, it’s easy to get started with social media marketing. Just make sure you use the appropriate hashtags and join the right forums.
Social media allows you to target your audience based on gender, age, location, and more. There are specific platforms like Instagram and Pinterest that are ideal for marketing products related to fashion, lifestyle, and food. If you can fit your product into one of these industries, you can bet your audience is on one of these platforms. Make sure you learn from the best on these platforms.
To get started, simply use a tool like Hootsuite to connect your social media accounts and gain access to your audience. You can then start engaging with your audience on various platforms like Twitter, Instagram, and LinkedIn. Remember, social media isn’t going anywhere, but it is changing.
With all this talk of digital marketing and how to effectively use digital platforms to market your book, you might be wondering where paper marketing comes in. Well, let’s just say that paper marketing isn’t going away. In fact, it’s changing with the times. In the same way spam emails became a thing of the past, so does conventional paper marketing. Thanks to filters, digital marketing is accessible to all.
Although you should focus on building a digital presence, you should still reserve paper for times when conventional methods of marketing work best. For example, if you want to target a specific demographic, a newspaper ad might be the way to go. Or, if you want to promote a specific product, you might want to try out a commercial or print magazine.
As an author, you might want to try out a hybrid strategy. Use your digital platforms to reach your audience. But, when you want to target potential customers through newspapers and magazines, that’s when you should pull out your credit card and order some paper copies.
If you want to succeed as a book author, it’s important to understand how to market your book. Whether you choose to pursue traditional or digital strategies, you must have a plan. You can’t just show up, write a book, and expect people to buy it. You have to market it first.
There are plenty of venues you can explore to market your book. And, chances are, you already know some of them. If you want to succeed as a book author, it’s important to understand how to market your book. Whether you choose to pursue traditional or digital strategies, you must have a plan. You can’t just show up, write a book, and expect people to buy it. You have to market it first.