How’s That Working for You?

“How’s that working for you?” This little, yet powerful question was made popular by Phillip McGraw, of the Dr. Phil show.

Let me ask it of you, author. When it comes to social media, “How’s that working for you?”

How's That Working for You?

When I consult with authors, I frequently hear this phrase—or one similar:

“I’m on Facebook. I have a lot of followers. They like and comment on what I post, but people aren’t buying my book.”

In fact, studies show that, on average, 53% of people who follow brands (businesses) on social media don’t buy anything from them at all. They just want the content (the information) the brand shares.

Authors hear “build a platform” and jump into social media trying to gain an audience. Often, they gain followers, but get frustrated when they don’t see these followers convert to book sales.

One reason for this is that people are not in a buying frame of mind when they are browsing social media. It is much easier to sell someone a book or product when they are already “shopping”. Someone who is engaged in the shopping process is much easier to persuade to buy something than someone who is not thinking about buying a book or product.

This does not mean that you can’t or won’t ever sell a book to someone via social media, it just means that it is harder. This is why I tell authors to not just use one tool (social media) to market their books.

Social Media is not your only marketing tool.

Instead, social media should be used in conjunction with other marketing tools like:

1. Content Marketing

Content marketing is about giving your audience useful information that has value for them. It is information that your target audience is thirsty for. It’s about creating blogs, articles, video, and audio that provides valuable information and insight for your audience. One study showed that 7 out of 10 consumers would rather learn about a product or company from interesting content than from an ad.

2. Email Marketing

Email is more effective at reaching consumers than social media. Emails prompt purchases at a rate of at least three times that of social media. Two-thirds (66%) of consumers have made a purchase online as a result of an email marketing message. When people like the content you are creating, they will give you their email address in exchange for receiving more content directly. This gives you the opportunity to market your books directly to a group of interested people.

3. Media Interviews and Speaking Engagements

Speaking is one of the best ways to sell books because people buy books from authors they know and trust. Speaking to a group of people develops that trust and allows an audience to get to know you. Media interviews work similarly. After people hear you on the radio or a podcast, they feel they know you and are more likely to purchase your books.

Greater Philly Christian Writers Conference

I will be teaching four continuing sessions on “You CAN Indie Publish & Market Your Book” at the upcoming Great Philly Christian Writers Conference in August. This seminar focuses both on how to publish your book as well as how to begin marketing your book—using more than social media. I invite you to attend the conference and get the information and knowledge you need to successfully publish and promote your books.

Related Posts:
Not Everyone Uses Social Media
Are You Using the Right Social Media Channel?
How to Improve Your Social Media Success

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Hashtags: Use Them or Lose

The other day, I showed my teenage son a post on my Instagram feed. He took my phone and started looking at my Instagram account. Then he said, “Mom you have more followers on Instagram than I do.”

I am not a serious Instagram user. I have been messing around a little with Instagram since last fall. I am not seriously spending time on the platform. Mostly, I play with it to learn more about how to use it effectively.

Instagram hashtags

My son is social media savvy. He runs a YouTube channel. He has a Twitter and Instagram account. He is active on Reddit and Discord. He is no slouch when it comes to social media.

So, I asked him, “Are you using hashtags with your Instagram posts?”

His response was what I suspected. He told me that he was not using hashtags since he is mostly using Instagram to follow and communicate with his friends.

I explained to my son that this is why I have more followers on Instagram than he does. While I do not post much, when I do, I use hashtags. On Instagram (like Twitter) hashtags are how people discover you and your content.

Instagram makes using hashtags easy. When you type the # followed by a word in an Instagram post, Instagram brings up a list of popular hashtags containing that word. You can choose as many hashtags to use from this list as you like.

For example, if I post a picture of my new puppy, and I type #puppy, the following options come up:

Instagram Hashtags

  • #puppy
  • #puppylove
  • #puppytraining
  • #puppyforsale
  • #puppyfun
  • #puppypic
  • #puppyworld
  • #puppydog
  • #puppylover
  • #puppystagrams
  • #puppypaws
  • #puppylife

I then choose the most popular ones that fit best with my image.

Hashtags can also help you find useful information and resources. You can also use hashtags to find authors and other influencers to collaborate with. When I recently posted a picture of my puppy, I received the following comment on the post.

Influencers on Instagram

This company does not follow me on Instagram. Instead, they found me through the puppy hashtags I use on my posts. Clearly, they are using these hashtags to find people who might be willing to showcase their doggy products on Instagram so they can increase their exposure for these items.

You, too, can search on Instagram using hashtags. For example, if you are looking to find more reviewers for your book, you can find book reviewers by using some of the following hashtags:

  • #bookrecommendations
  • #bookreviewer
  • #bookreviewers
  • #bookreads
  • #booksreviewblogger
  • #bookreviewersofinstagram

Hashtags help you gain exposure and acquire more followers as well as finding other authors to collaborate with. So, use them. Use lots of them.

On Instagram, you can use hashtags generously. It’s acceptable to use multiple hashtags in your posts. In fact, you can use up to 30 hashtags per post, but experts say nine hashtags a post is ideal. The more hashtags you use, the more people will see your posts. The more people see your posts, the more your audience will increase and you can gain more exposure for you and your books.

Related Posts:
7 Social Media Facts You Should Know
Are You Using Social Media Correctly?
#Hashtag Trends

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Photo courtesy of Energepic.com.

How to Get More Attention for Your Books

When it comes to promoting your book on social networks, do you feel like you are wasting your time? You might be right… you really might be barking in the wind.

Recent studies show that social shares are way down. Recent studies by Buzzsumo and Shareaholic show that social sharing is way down. Due to algorithm changes on Facebook, social shares have decreased almost 50 percent in the past year.

Surprisingly, search engine discovery has made a comeback. In 2017, 34.8% of site visits were driven by searches, while only 25.6% of site visits came from social. Prior to last year, search lagged behind social.

So, how should you adapt your online marketing strategies to accommodate the decline of social shares on the Internet? Following are two strategies.

1. Share unique information that your target audience is interested in.

Don’t join the crowd. Often when a topic becomes popular, everyone jumps on it and adds their own two cents. This results in a large number of posts on a single topic, causing many to be lost in the crowd. So, while it is good to stay on top of the latest trends for your topic or niche, make sure your voice is offering something different that will stand out.

2. Write catchy headlines.

Whether you are writing headlines for a blog post, a video, a podcast, or other information you are sharing on social media, make your headlines stand out. When Buzzsumo analyzed 100 million headlines to determine which ones were the most successful in getting noticed and shared, they discovered that certain three-word phrases racked up the most likes, shares, and comments.

From their study, Buzzsumo shared the top 20 three-word phrases that received the most shares on Facebook. Check them out in the chart below.

The key to grabbing attention to garner social awareness and shares on the Internet is by writing headlines that grab attention. CoSchedule offers three great free tools to help you be more successful in writing headlines for blogs, subject lines for emails, and messages for social media to capture more attention for you and your books. Check them out:

Give these free tools a try. They can help you improve your messaging to gain more attention in the increasingly crowded digital realm.

Related Posts:
Grab More Attention With Your Titles
Is Social Media a Waste of Time?
Are You Grammatically Correct?

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