Three Reasons to Use Videos to Promote Your Books

Are you using videos to connect with your audience and promote your books?

Three Reasons to Use Video

Videos are popular and a great tool for promoting books. Check out these three reasons to use videos to promote your books.

1. Videos are Extremely Popular on Social Media.

Not only are people watching videos, they are sharing those they like. One study found that 97% of consumers are willing to share videos on social media.

2. Videos Allow You to Reach People Who May Not Take the Time to Read Your Articles or Blog Posts.

Studies show that only 20% of people read a complete article online. Most only read the first one-fourth. Additionally, 80% of people say they would rather watch a live video than read a social media post or blog. Video is a powerful marketing tool.

3. Videos Help You Connect with Your Audience.

Using videos, especially live stream videos, help people feel like they “know” you—the real authentic you. Remember, people buy from those they know and like.

If you live stream or are thinking about live streaming to promote your books, then watch this YouTube video that teaches you how to be authentic when streaming live. This video shows you three ways to help your audience feel closer to you.

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Photo courtesy of Linda Xu.

Promote Your Book as a Great Christmas Gift

Have you ever received a book as a gift? I have, many times—and I have been blessed by a number of these books.

Christmas gift shopping is big business. The average American spends around $700 on holiday gifts and goodies. Retail stores start promoting Christmas items as early as September. These stores want to catch early holiday shoppers.

Piggybacking on this, the American Booksellers Association has launched a marketing campaign this fall to entice readers to shop early for the holidays. The campaign’s messaging reads:

“Buy Early. October is the New December.”

Research from the National Retail Federation shows that about 40% of people start holiday shopping before Halloween each year. Since almost half of all consumers are already beginning to think about what to purchase for Christmas gifts, it’s not too early to start promoting your book as a great Christmas gift. Start now with the following three ideas.

1. Position Your Book as a Great Gift

Let your readers and fans know that your book makes a great gift. Feature it as a gift idea on your website, in your newsletter or email updates to your fans, and on your social media posts. Your readers may not automatically think of your book as a gift. You must plant and water this idea for your followers.

Remind your readers why books make great gifts. If you need inspirational ideas for why books make great gifts check out the infographic located here.

Promote Your Books as Christmas Gifts

2. Offer a Special Christmas Discount

One way to make your book more appealing as a gift is to offer shoppers a special Christmas discount. You can offer a two-for-one deal, free shipping, or even just a special holiday price.

Be sure to make your Christmas special or discount time limited to give shoppers a sense of urgency so that they will act on your prompting to purchase your book as a gift with your holiday discount.

3. Offer a Free Shipping

Everyone loves free shipping. Some studies indicate that 58% of people purchase more items just to qualify for free shipping and 83% of people are willing to wait an extra 48-hours for delivery to get free shipping. If you sell books directly from your own website, offering free shipping is a great way to convince readers to buy and close the sale.

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Photo by Giftpundits.com from Pexels.

Are You Securing Repeat Customers?

Email marketing is one tactic many authors use to connect with their audience. Email marketing allows you to have regular exposure to a group of people who are interested in what you have to say.

Repeat Customers Help You Sell More

Conventional wisdom encourages authors to provide a sign-up form on their website where interested readers can subscribe to your author newsletter or updates.

Smart authors usually go one step further and offer a freebie in exchange for an interested reader’s email. This freebie might be a novella, a recipe, a tips sheets, or something else with entertainment or educational value.

Providing a sign up in this fashion is smart marketing. With social media, you cannot control who sees your posts. With email, your information is sent to everyone on your email list. These people at least see that they have received an email from you, reminding them of you and your books.

Some experts encourage authors to sell books direct from your website. This way, you get to collect the contact information on people who buy your book. You can add these people to your email list and continue to market to them as you produce more books.

However, most authors don’t sell books directly from their website and many people prefer to buy books from a book site like Amazon or Barnes & Noble. So, how do you collect contact information for these buyers?

Enter end-of-book offer.

An end of book offer is where you offer the reader of your book access to a freebie in exchange for their email address. This could be similar to the freebies that you offer on your website, but something of value for someone who has finished your book.

I recently finished reading a book. Now, this is not unusual for me because I read at least one book a week. What was unusual was the offer in this book.

collecting emails

This author offered free access to a series of free online mini-courses on the subject of his book. I was somewhat surprised because this was a generous offer.

However, when I visited the site where the free mini-courses were listed, I realized that this author was using these free mini-courses connected to his book as just a gateway into his much larger program.

It turns out that this author has multiple books and numerous online courses available. By offering free access to his mini-course, he is not only collecting email addresses, he is also building his audience for his other offerings.

If you are a one-book author, this technique for building your audience may not be the best idea. However, if you have multiple books and offer online courses, I think that implementing a similar offer in your books would be smart marketing.

Repeat customers help you sell more. According to Small Business Trends:

  • 65% of a company’s business comes from existing customers.
  • The probability of selling to an existing customer is 60–70%.
  • The probability of selling to a new customer is 5–20%.
  • 80% of a company’s profits come from 20% of their existing customers.

If you have more than one product to offer, you want to hook your readers into becoming repeat customers. It is just smart marketing.

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Photo courtesy of Brett Jordan.

How Effective Is Your Website?

Your website is important. It is the face that you present to the world.

Your readers judge you and your books by your website. In fact, the people who visit your website will form their opinion within 50 milliseconds (that’s 0.05 seconds) of viewing your web page.

How Effective Is Your Website?

If you want more visitors to stay on your website so that you can convince them to engage with you and eventually buy your books, then it is important that your website is effective in retaining visitors.

To find out how effective your website is, ask yourself these four questions.

1.  Does my website load quickly?

 Statistic:  47% of users expect a maximum of 2 seconds loading time for an
average website.

The longer it takes for your website to load, the more potential visitors bail. People want quick responses. When they don’t get them, they move on to the next thing.

You can test your website load speed on the following free services:

Often the culprit for a website slow load time is that the image files on the website are large. If your website is slow, try compressing your images with this free tool found at Optimizilla.

2.  Is my website content written for easy scanning?

Statistic: Users spend an average of 5.59 seconds looking at a website’s written content.

Research shows that 79% of people scan a web page, while only 16% read word-for-word. Too much information results in cognitive overload. In an effort to reduce our cognitive load, we scan information. This results in more efficient processing of that information by the brain.

To maximize the effectiveness of your website, make your content scannable. Break paragraphs down into two or three sentences. Use headers and bullet points.

3. Does my website include a call to action?

Statistic:  70% of small business websites lack a call to action (CTA) on their homepage.

Good marketing always includes a call to action. Whether this is in an advertisement, in an email, on a social media site, or on your website. A call to action urges the reader to act now.

Include a call to action on your website. What do you want your visitors to do?

  • Sign up for your newsletter.
  • Give their email in exchange for a free ebook.
  • Buy your book today to receive a special discount, bundle, or extra material.

4.  Does my website display well on all devices?

Statistic: Nearly 8 in 10 customers stop engaging with content that doesn’t display well on their device.

Websites look different on different devices. Your website will look different on a lap top computer versus a smart phone. You can view how your website appears on various mobile devices with the free tool found at Responsinator.

Did you know that your website may also look different in different browsers? You can view how your website appears in different browsers—Chrome, Firefox, Edge, etc.—with the free tool found at Browser Shots.

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Book Marketing Advice

Earlier this year at the National Religious Broadcasters (NRB) convention, I was asked to do an impromptu interview for The Book Publicist Podcast.

The Book Publicist Podcast

During the interview, I covered a number of different marketing ideas and tactics. I invite you to listen to the interview to glean some book marketing advice!

Listen at:

https://recast.simplecast.com/01d0a534-4f0e-4063-93e7-ad4874b6c661
or
https://podcasts.apple.com/us/podcast/the-book-publicist-podcast/id1503562889

By the way, Members of Christian Indie Publishing Association (CIPA) receive a discount when signing up for Jason Jone’s Local PR Toolkit service. You can join today for just $120 for Membership through December 2021 with our Summer Membership Special!

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