Digital marketing is all about leading people back to your hub. It’s like leaving breadcrumbs all over the internet. That means putting quality content on your social channels. As you do this, it builds an intricate network of quality content that people can find from different angles. They might see a picture, so they’ll click on a link that will take them to an article, and before you know it, they’re on your hub, buying your book. As they jump from link to link, following those breadcrumbs, they also start building credibility with you.
First, you need to ask yourself “where are my fans?” Statistics say that people who like to read are on Facebook, Twitter, Linkedin, and YouTube. So a proper digital marketing strategy for an author needs to include all of these platforms. And then from there, all you have to do is get them to your website. The way to do that is with engaging content.
We’ll look at Facebook first. If you want to build a brand as an author, start a business page. Your personal page should just be used for private communications. For your business page, it’s recommended to post a few times a week. Generally speaking, Facebook loves video, pictures, and short blocks of text, as well as live video which allows you to interact and respond to questions in real time.
Next, let’s talk about YouTube. YouTube is the least important of the four platforms, but it’s great for repurposing video content. You can upload the video content that you post on other platforms, and it’s another place for potential readers to find out about you. You can even save your Facebook live videos to your phone and repost them to YouTube. Along with building a brand on YouTube, the platform also gives you the opportunity to embed videos from there onto your website and other platforms.
Linkedin is the platform most overlooked by authors, which is a shame, because it’s one of the platforms where readers spend the most time. Readers on Linkedin are primarily businesspeople and executives, so long-form content does well on the platform. This gives you the opportunity to build a following by writing articles relating to your book content. Original content on Linkedin performs best when you post once or twice a week.
The final platform is Twitter, which is a totally different animal. The authors who build the largest followings on Twitter are posting several times a day. So why do you need so much content on Twitter? Users typically scroll through their feed quickly, skimming everything except the most exciting tweets. So if you’re only posting once or twice a day, people might not even read your content, much less follow your breadcrumbs. So if you post many times per day, you’re more likely to catch their attention. If you’re not posting regularly, then it’s not even worth using.
At this point, some people are probably overwhelmed. This may sound like a full time job, but if you do it the right way, it doesn’t have to be.
Your greatest source for social media content is your book itself. You can pull quotes from your book, and create articles out of each chapter of your book. In fact, to save yourself even more time, you can hire people through websites like Fiverr to comb your book and pull out a certain number of quotes, or write 300-500 word articles from your book’s content. From there, you can use a program like Hootsuite to schedule your social media posts in advance.
Another source for content is the world around you. By following news and trends, you can find topics directly related to you and your content, and take advantage of it. If you connect your content to a trending topic, it allows people who are searching for that topic to stumble upon your post.
Remember that this is a marathon, not a sprint. It will take time to get the ball rolling, but if you keep at it and develop the right habits, it will pay off in book sales.