I
exchange emails and have many calls with authors every day. Some of them are under the mistaken belief
that the centerpiece to their marketing campaign is Facebook ads. I don’t know why this type of thinking
persists but allow me to clearly debunk it.
First,
when you look at how to market a book, you need to have an expansive
strategy. Look at these key areas:
·
Traditional Media
·
Social
Media
·
Book
Reviews
·
Speaking
Appearances in Bookstores and Libraries
·
Targeted
E-mail blasts
·
Exchanging Favors/Resources with other Authors
·
Advertising
·
Affiliate Sales
·
Contacting Relevant Organizations: Business, Religious, School, Non-profit, Government
·
Influence Campaign
Second,
as you can see, advertising is one small part of the bigger equation. Further, there are all types of advertising
campaigns. Pick a medium, TV, print,
radio, online, local or national? Pay
per click or pay for access to subscribers and viewers/listeners? Which online
platform – FB? Twitter? You Tube? Pinterest?
Instagram?
Third,
what do ads really accomplish at best? Sell books. It’s an if, not a given, that ads sell a lot
of books. There’s a big cost involved.
But
what ads do little of is brand an author.
You need third-party validation from being interviewed by the media,
having your book reviewed, and being covered by a media outlet. When people Google you, look at your website,
or discover you online, it’s likely because of the media attention that you garner.
An
author brand is impacted by numerous things but it begins with what you say and
do and how you are portrayed publicly.
Facebook ads don’t accomplish this. Only the impact of quality, frequent
media placements – interviews, reviews, stories, and byline articles -- can do
that.
Ads,
if targeted and purchased at a good price, serve a purpose to some authors and
absolutely can be useful. But they are not branding tools that work
effectively. They are short-term blips
and because they are paid for you don’t get lasting mileage out of them.
People
are saturated with ads and burdened by them.
Who is really reading or watching these ads? But if you are heard by hundreds of thousands
of people on a radio show, read by tens of thousands of people in a newspaper
article, or seen on influential blogs, podcasts and book review sites, isn’t
that a far more powerful and lasting means to build a brand, sell books, and
share your message?
If
you don’t agree with me, knock yourself out. Go buy lots of FB ads and
sponsored tweets. Then come back to me for something useful, like a publicity
campaign.
DON”T MISS THESE!!!
How do you find more book reviewers?
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and market their books
Authors really need to be SUPREME in
their book marketing
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your book
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Defeat The Lies
Valuable Info On Book Marketing
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Book Expo PR Panel
How should authors sell themselves?
Enjoy New 2018 Author Book Marketing
& PR Toolkit -- 7th annual edition just released
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