"When I hear people debate the ROI of social media, it makes me remember why so many businesses fail. Most businesses are not playing the marathon. They're playing the sprint. They're not worried about lifetime value and retention. They're worried about short-term goals."
—The Passive Voice
You, my author friend, are the business, and your book is the product.
The smartest businesses (authors) market their products (books) on social media (email marketing too) by establishing real relationships with their consumers (readers). That's it! That's the magic formula, if you will.
I haven't said anything new to you here. But there are a few tips that go along with marketing on social media to establish long-lasting connections with your book ambassadors—loyal readers who fangirl over your book.
SHAYLA'S THREE P'S OF SOCIAL MEDIA MARKETING:
1. Practice consistency. Post at least once a day. You don't have to do weekends if you don't want to (unless it's Instagram). I personally like to post 2–3 times a day for Curiouser Editing, LLC. I use Buffer to schedule out posts, but sometimes I upload manually. So every Saturday morning, I grab my coffee and spend an hour or two designing my posts in Canva and scheduling it out via Buffer. Your readers expect to see content from you, so don't let them down.
2. Promote your brand. You have an author brand! Your social media posts will look different than mine. I use a specific color of green to match my logo and certain fonts. Why? So that my followers recognize my content. How can you do the same? Perhaps use your book cover's colors/font/style. Add your book cover or a professional photo of yourself in the background and fade it out. I did this recently with a photo of me reading a book, and engagement was high. Notice I prompted them to do something, like answering a fun question.
3. Perfect copywriting. Okay, I don't believe anyone can perfect anything, but I needed another P. Want to know what I've learned in the last six years of being a professional copywriter (you all didn't know I did that, did you? Long story.)? Find your voice first. Great copywriters know their unique voice and they know what their audience loves to hear.
Your readers want to hear from you! Not from a book that teaches you cool copywriting lingo. For those of you who are used to reading my blog, you know I don't shy away from slang or humor—on an editor's blog? You betcha. Why? Because that's who I am. Your audience wants to hear the real you.
Now, once you've nailed down your voice, then you can implement tried-and-true copywriting principles: features/benefits, building trust, overcoming objections, clear, concise content, etc. When you're posting on social media about your book, use your voice and remember that it's okay to geek out.
Here's a good idea for a social media post:
"OHMYBOOK! I'm jumping up and down at this heartfelt review from [tag name] on Goodreads for [book title]. [insert book review] [insert book link]."
For more tips on social media marketing, bookmark these bad boys:
What questions do you have about social media marketing?