Why Publishers Should Be Using Social Media: Part One

Cost

Believe it or not, you don’t have to break the bank to promote your books and drive great results on your social media platforms. If you have a strong strategy, a passion for providing value to your authors and you are happy to devote time to developing your social presence: the opportunities are great.

There are various platforms to choose from (Facebook, Twitter, Instagram, Pintrest, Snapchat etc.): it’s figuring out what is right for you. If you try to manage four different social accounts alone, (successfully) you run the risk of losing control and, trust me, having a public page which appears to have been abandoned by its’ owner is never good for your brand. Choose what’s best for your business and run with that.

For the purpose of this post, I’ll be talking about Facebook Ads.

Facebook Ads are a non-disruptive method to reach an audience of authors or writers without interrupting a user’s experience. Facebook Ads appear in a user’s timeline as a normal post; great right? It’s almost like ninja marketing.

For a small price (depending on your target reach) of around £4-5 per day*, you could reach thousands of potential new authors or users who wants to, in one way or another, engage with your brand.

Another great cost-saver is having the ability to cap your spend. Facebook will calculate how much you’ll spend per day x the length of time you’d like the promotion to run for and will never exceed this amount. Per day your spend may vary depending on the amount of clicks but don’t worry: your budget will be safe in the end.

The basics of it: it’s more expensive to buy a large Big Mac meal (per day) than it is to promote your business online.

Pro tip: always use clear, professionally taken photographs in your Ads. Your Ad will appear cross-platform and needs to look good no matter the size of screen it is being viewed on.

Target Audience

Facebook allows you to choose which audience you promote to by choosing their interests, job title, location, gender and age. It’s a fairly extensive list which gives you the freedom to create a narrow target audience, thus, giving you the confidence the people you are promoting your business to are the right people.

However, use this tool with caution. If you over-complicate your target audience, your clicks-per-day will decrease. For example: publishing search terms, I would search for: booklovers, authors, enthusiastic writers, self-publishing etc…

By selecting ‘publishing’, ‘book publishers’ all you’re going to do is promote your product to your potential competition. Not a great way to spend your money!

Pro tip: by using Facebook’s native analytics platform, you can monitor when your audience is most active and where your organic reach is already coming from. Use this information to guide your marketing spend.

Trust

When was the last-time you bought something, online, without first looking for reviews, recommendations from others or, at the very least, checked to see if the company had a Facebook page?

For me, I think it was in 2007. Ever since I could see what people were saying about the company publically, I never purchased anything without first checking if people trusted them.

As a brand, having an active social presence can be your edge over the competition. Seeing that a company responds to their audience (both negative and positive posts) proves that you are not a faceless corporation and shows that you care.

But… how do you build trust? You provide value, you care and you put in the effort.

As a publisher, you need to show your potential authors that you understand their needs. You need to be an authority in your industry; you need to put the effort in to find out what your customers care about and then provide value on this basis.

Don’t treat your customer as a lead – treat them as a person. Respond to 100 different messages asking about their book, take their calls and go the extra mile for them. If they buy something from you is irrelevant because, if you do this, you will create a brand advocate. A brand advocate will naturally promote your product and service to others.

If you’re interested in finding out more about why publishers should be using social media, drop me an email: [email protected]

(*£4-5 spend is based on a specific target audience and demographic previously used by PODWW)