Facebook has changed its algorithm again. Authors and writers have seen their Facebook pages’ visibility drop. Many are rethinking Facebook marketing because Facebook seems determined to become a strict pay-for-play venue.
Sadly, the days of purely “organic” marketing — of solely using free options for marketing — are fading. So how do you gain visibility, and sell your writing services and/ or books when advertising is ever more expensive?
Marketing made simple: 5 minutes a day
Start by committing to consistency. Schedule five MINUTES (yes, just minutes) of marketing a day. Anyone can do that, no matter how busy.
I regularly chat with authors and writers who think of marketing in terms of “launches”. That is, they believe that marketing is something that you do for a few weeks a year whenever you have something new to promote.
I’m not denigrating this activity. It works for a lucky few. For the vast majority of writers however, launches produce a tiny number of sales or none at all.
Let’s look at how you can steadily build your visibility day by day.
1. Remember the three-month rule: all marketing is cumulative
Unlike advertising, which vanishes when you stop paying, marketing builds visibility cumulatively.
Let’s say you’re a newbie writer. You’re hunting for clients; your only marketing consists of a website which went live yesterday, and an online press release which touts your skills as a content creator, and links to your website.
Six weeks later, you’re disappointed. You’ve received just a single query for your services. Marketing doesn’t work! you tell anyone who’ll listen.
Please remember: you’ll see the effects of consistent marketing in three months, not before. Stop marketing within that three month period, and the effect will be there, but will soon wither. You need three months to gauge the effectiveness of whatever you do.
Be patient: this is vital for all promotion. For example, let’s say you’re paying for Amazon Marketing Services (AMS) ads to sell your novels. When paying for clicks, you need at least 300 clicks before judging the effectiveness of a campaign.
And speaking of campaigns…
2. Create campaigns, and craft a message for each one
Create campaigns. Be consistent in your message in each campaign.
For example, perhaps you’re marketing a new novel, which you’ll release on Amazon Kindle, enrolling the novel KDP Select, eight weeks from today.
You create a campaign, consisting of:
- Posting a new short blog post a week, chatting about your characters, and posting a sentence or two from the WIP (work in progress;)
- Writing four book reviews on Amazon/ Goodreads/ your blog;
- Engagement in a Facebook group for readers of your genre;
- One press release on publication day.
That campaign has ONE message, and that message relates to the throughline of your novel. You craft one simple message, because there’s more likelihood that readers will remember it.
3. Remember blogging. You’re a writer, and marketing is writing
Behemoths like Google, Amazon and Facebook change their algorithms regularly. You control your writing — you have little control elsewhere.
When it comes to blogging (instant publishing) you’re the boss. I regularly remind writers complaining about Facebook of this simple fact.
Aim for diversification, and remember blogging.
Onward. Keep writing, and marketing. 🙂
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