How to Improve Your Social Media Success

How much time do you spend on social media each day?

How much time should you spend to on social media for marketing purposes?

Every author struggles with knowing how much time to invest in social media. Social media is a time vortex. You can spend hours upon hours each week creating, publishing, monitoring and engaging with content on social media. The important question to ask yourself is whether you see a proportional return for the time you spend on social media.

 

Maybe you feel like you are wasting your time with social media. You are not having much engagement with your material and you are not seeing any return on your investment.

To ensure that you are not wasting your time on social media, first define your goal. Do you want:

  • To increase awareness of your books?
  • To increase engagement with a community of fans and readers?
  • To increase web traffic and book sales?

Know which one of these you want to focus on the most and then plan your strategy based on your goal.

Awareness

If you are looking for awareness on social media, then your goal is to post things that people will share. The more people share your content, the more people see you, increasing awareness. The type of posts that people are most likely to share are:

  • Entertaining
  • Inspiring
  • Storytelling
  • Educational

So, tailor your posts to these themes if you want to raise awareness.

Engagement

If you are seeking more engagement from your followers on social media, then tailor your posts to match those that people engage with the most. A recent study by Sprout Social showed the following:

  • 58% of people prefer visual content, specifically graphics, images and produced videos.
  • 90% of people are more likely to engage with company personality posts.
  • 50% of people are likely to engage with new product posts.
  • 31% are likely to engage with storytelling content.

Create posts that generate engagement. Ask questions, take polls, and share stories to encourage your fans and followers to comment on, react to, and even share your posts.

Web Traffic and Sales

To increase your web traffic and sales offer freebies that are available only through your website. Create incentives for people to come to your website in your posts. Use services like Pay with a Tweet that encourage people to get your freebie as well as share it wider on social media to increase your website traffic.

With as little as 30 minutes a day spent on social media, you can begin to see more success for your efforts as long as you stay focused and create content that engages people toward your goal.

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Photo courtesy of Alexa Suter.

Are You Using Social Media Correctly?

Contrary to popular belief, social media is not a marketing channel.

You are probably thinking, “What?! I thought social media is how you build an audience for books.”

Exactly! Social media is an audience building tool, not an advertising tool. Unless you are purchasing ads on social media sites or offering your followers an announcement or special on your books, the information you share via social media should not be broadcast marketing messages.

Many authors don’t understand this concept. These authors use social media to shout about their books. Recently, an indie author had the courtesy of asking if she could post about her book on Christian Small Publishers Association’s (CSPA) Facebook Page.

This author wrote:

“Good evening! I’d love to post a blurb about a faith-based children’s book that I wrote and published on your Facebook page. Is this something you allow publishers to do?”

I wrote her back and informed her that the purpose of CSPA’s Facebook Page was a place for sharing information and encouragement related to publishing and marketing Christian books, not a place for book promotion. The author then asked:

“Do you happen to know of any Christian associations that do allow promotion for books of faith? I have self-published and am having a hard time getting the word out there.”

This author was not a Member of Christian Small Publishers Association (CSPA) nor are the Members of CSPA her target audience. She has no relationship with the audience for the CSPA Facebook page and was simply trying to use the Page to advertise her book.

Getting the word out about your book is not an easy task. However, posting information about your book on various social media pages, wall, and feeds is not the answer to this problem.

Social media is not a sales channel. Rather, social media is a marketing support. It is best used as a channel to amplify your message and broaden your visibility and exposure.

It’s like being a speaker at an event. As a speaker, you are there to share information and entertainment with the audience. Yes, you can mention your books, but that is not the focus of your talk. Instead, you are sharing your knowledge and experience with the audience.

Social media is to marketing what the microphone is to your speaking. The microphone allows more people in the audience hear what you have to say. The same is true for social media. It makes what you are already saying louder so more people can hear.
People do discover products on social media and then buy them. In fact, one survey found that 78% of surveyed adults discovered a product on Facebook (compared to 59% on Instagram and Pinterest). Over half of these people ended up buying the product later, but only 11% did so immediately.

As an author, you want to use social media to develop an audience that trusts you and looks to you for answers. These answers come in the form of your books. If you use social media correctly, you will enlarge your audience and expose more people to your books—and some will buy!

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Selling Thousands of Books

I recently read the following statement made by author Tom McAllister:

“I don’t think there is any way to convince all the people in your life to buy your book, let alone care about it half as much as you do. Though their validation feels great, it’s important to remember that it’s also not the point. As a writer, you need to approach every project with the understanding that you’re doing this work for yourself, and everything that happens once it’s in the world is out of your control.”

I think what he says is very true. Most people are not going to care about your book half as much as you do. After all, you birthed your book. Just like you love your children more than your neighbors do, so too, you care far more about your book than anyone else.

However, for Christian authors, I do not fully agree with Tom’s last sentence. As a Christian writer, you should approach every project with the understanding that you are doing this work for God. God has called you to write and so, you are doing everything for the Glory of God. Yes, everything that happens once your book is in the world is out of your control, but it is in God’s control.

Your job is to produce the book and spread the word that it is available for those who need the message. God’s job is to take that message and touch people’s lives with it. Remember, God does not allow His Word to return void. He will accomplish the purpose for which he asked you to write the words.

Sometimes a book has a big purpose to accomplish, sometimes it is a smaller purpose.

A Member of Christian Small Publishers Association (CSPA) recently shared with other CSPA Members in CSPA’s monthly newsletter the steps she took to sell thousands of copies of her self-published Bible Study. Karen Finn will tell you that she exerted much effort and time into the planning and preparation for her book, the writing of her book, and the publishing and marketing of her book.

Her efforts, blessed by God, have paid off. She has sold over 7,000 copies of her Is Your Fruit Sweet or Sour?: A Teen Girl’s Guide to Christian Living Bible Study book. In her article, Karen states:

Membership with Christian Small Publishers Association (CSPA) has been a worthwhile investment. I am able to keep abreast of the ongoing trends in the publishing business and obtain additional support and information specifically relating to my marketing efforts.”

Membership in an author or publishing association is an important step to selling thousands of books. Associations provide their members with:

• A level of professionalism
• Cutting-edge information
• Cost-saving benefits

Right now, Christian Small Publishers Association (CSPA) is offering our Summer Membership Special! For just $120 indie authors and small publishers can receive membership through December 2019. It’s a great deal. I encourage you to join today if you write and publish Christian books.

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Photo courtesy of paulbence.

Are You Relentlessly Pursuing Opportunities?

“Fortune favors the bold.” ~Latin Proverb

“If opportunity doesn’t knock, build a door.” ~Milton Berle

These quotes speak to the need to pursue and seize opportunities. In marketing, an opportunity is simply a set of circumstances that makes it possible for you to promote your book and gain exposure for your works.

Successful authors don’t just grab every opportunity that comes their way to promote their books, they also relentlessly seek out opportunities for book promotion and exposure.

Are you relentlessly pursuing opportunities to promote your books? You can take the following eight actions to open doors of opportunity to promote your books.

  1. Follow and comment on blogs that speak to your target audience.

Join the conversation. Learn and network through becoming an active participant on blogs that your target audience tunes into to. Remember, commenting on blogs is not about “pushing” your books. It’s about connecting and providing information that is engaging and useful to others. Those who want more information will check out your website or books.

  1. Pursue openings for guest posts on blogs aimed at your target audience.

Most blogs feature guest posts. Using guests helps keep content fresh on a blog and also expands the exposure for the blog. You can query blogs on your topic that feature guest posts. Just be sure to offer a fresh article with great insight or tips.

  1. Chase media connections for interviews and more exposure.

Media need experts to interview. They need interesting stories to tell. Anytime news that ties into your books’ topics is breaking, you can pitch the media as an expert with useful information on the topic. You can also actively seek out guest interviews on television, radio, and podcasts. Christian Small Publishers Association (CSPA) understand the importance of media interviews for exposure. We offer our Members a list of radio and podcast shows that interview authors.

  1. Seek out individuals to review your book.

Reviews provide more exposure for your books. Seek out individuals to review your book. You can learn how to get more book reviews by watching the MCB University on-demand seminar Book Reviews: Tips for Getting More Reviews. The seminar is free for Members of Christian Small Publishers Association (CSPA); all others pay a small fee.

  1. Look for speaking opportunities.

Speaking engagements are a powerful marketing tool. The number one reason people purchase a book is because they know the author. The reader may know the author because they have read other books by the author, or they may know the author because they have heard the author speak. Start by finding local speaking engagements with your target audience. All sorts of venues seek speakers. Local rotary clubs, schools, retirement centers and churches are a great place to start.

  1. Submit articles for publication.

Magazines, journals and local newspapers are always seeking new content. You can use excerpts from your book as stand-alone articles to draw people into wanting more information. Most publications allow an author byline where you can list your book. The Christian Writers Market Guide is a great place to find Christian magazines seeking articles.

  1. Exhibit at a local craft or book fair.

Many local fairs offer booth or table rentals at an affordable price. You can exhibit at these events and showcase your books to local attendees. One place to find a listing of local festivals is at www.festivals.com.

  1. Hold an event or contest.

You can create your own opportunity for exposure both with readers and with the media by holding an event or a contest. Be creative. Then make sure you use the opportunity to grab as much publicity as you can.

Rarely do great opportunities fall into your lap. Rather, opportunities follow action. Little actions produce small opportunities while bold actions produce larger opportunities. Now go create and pursue opportunities for more exposure for your books.

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Photo courtesy of Mauro Paillex.

Are You Using This to Build Your Author Platform?

To get published and sell books, you need a platform.

Most authors and aspiring authors have heard this message at least once, if not multiple times. But, what exactly defines a platform and how does one go about building one?This is the focus of the upcoming Learning Lab I will teach at the Greater Philly Christian Writers Conference on July 26. This four-hour seminar, “Build Your Author Platform”, will teach attendees six manageable steps to build and grow an online author platform through content marketing.

Content marketing is simply sharing useful information that educates or inspires your target audience so that they begin to trust you and your message. You want people to trust you so that they, in turn, buy your books. After all, studies show that people do business with those they trust.

Brian Jud, president of Book Marketing Works and APSS, says:

“Repetition of your message is important to reach the decision-making tipping point. It may take up to ten “hits” on prospects to get them to buy.”

Using content to reach your audience provides repetition of your message and gains people’s trust.

Many authors feel that using content to market takes too much time and energy. In my seminar, I show authors how to create and repurpose content to save time and get the most out of every piece of content they create.

Repurposing content involves taking one piece of information and showcasing it in a number of different ways. This practice provides many benefits.

  1. It increases productivity and efficiency.

As an author, you have spent hours researching and writing your book. All your knowledge does not need to stay contained within the pages of your book. You can use the information you share in your book and break this down into smaller pieces to share on a regular basis through content marketing on the Internet.

  1. It expands your reach.

Sharing content and repurposing that content in a variety of formats spreads your message. The more places your content is listed, the more people will read and hear what you have to say. This way people are exposed to your message on the channels they prefer and in a way that speaks to them.

  1. It extends the life-cycle of your material.

Large amounts of data and information are uploaded to the Internet on a daily basis. With so much information, your target audience might miss what you are posting. Repurposing your content for multiple channels not only increases the changes that your audience will see it, it also allows your content to be made fresh in new formats, extending its life cycle.

  1. It increases your visibility.

This is a simple marketing principle. The more places your content appears, the more people are likely to see it. Visibility is extremely important in marketing books. The competition is stiff. Visibility allows you to stand out from the crowd.

If you are interested in learning more about how to use your content to market your books and expand your reach, I encourage you to attend my seminar on building an author platform at the upcoming Greater Philly Christian Writers Conference.

Related Posts:
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Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.

Photo courtesy of SGPhotography77.