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Posted by: Stephanie Frasco

Socially Stephanie: Social Media for Book Promotion

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social media advice column

Dear Socially Stephanie, 

I just wrote a book about how to excel in a job interview. It is available on Amazon. What is the best way to go about getting it publicized and in front of as many potential buyers as possible? I have posted it to my own pages, but that's not working, and I have limited time and resources for offline promotion (conferences, book fairs, et cetera). Do you have any advice as to how I might get the book in front of the influencers who could help propel it to success? 

Promotionless in Portland

book promotion and social media 

Dear Promotionless in Portland, 

Congratulations! What an accomplishment. Give yourself a pat on the back because the hardest part is over. Well, sort of; a big chunk of it is, at least. Okay, enough patting, now let's get down to business.

social media for authors

Online Influencers are going to be the fuel for your promotion, so we'll focus on an Influencer outreach approach first. Got it? Good! 

The first thing I want you to do is put your Thinking Cap on and define every type of person who would be interested in this book. This is your target audience, those who will pay for your work because, frankly, they can't afford not to have this knowledge. So, who are those people? Students are an obvious target. Unemployed? Yup, they'd also benefit. You get the point. Now create a massive list, starting with the broadest group at the top, and keep going from there.

Now that you've defined your audience, you'll want to define where it is they're likely to be online. I'm talking specifically about bloggers. What kind of blogs does your audience read? The bloggers who write these posts are your Influencers. To find them, start off with a Google search with terms that may describe your book:

-Job Interview Tips

-How To Land A Job

-Career Advice

-Getting Back Into The Job Market

These are keywords that will yield the types of sites and blogs that write about what your book covers. Learn who these bloggers are. Fall in love with them, and get them to reciprocate that love.

How do you make an Influencer fall in love with you? Well, first, introduce yourself via email and charm the hell out of them. Compliment them, tell them exactly what you love about their work, share their content on your own social channels. You're building a relationship here, and relationships are mutually beneficial.

Now it's time to show them you're worthy of praise, too. Give these Influencers a quick synopsis of your book. Make sure each message you send out is targeted exactly to each blogger's audience. Since they're looking for new and fresh content for their blog, if you get your messaging right, you should at least get a response. You might even want to offer them an exclusive chapter to give to their readers as an incentive. You know what I say about incentives…they work! This is bait. You want your new readers to eat it up so voraciously that they'll be running to Amazon to buy the whole book.

A blog post and review would be your BCS – Best Case Scenario. However, some bloggers might not have the time. Okay, okay, don't fret. Perhaps a quick Tweet or Facebook post might be more doable. Have at least 10 Facebook posts, 10 Tweets, and 10 LinkedIn updates pre-written for your new-found-friend, aka Influencer. This way, they don't have to do much in order to share your content with their network. (You might be thinking this is a bit pushy. It's not. As a blogger, this type of thing makes me very happy, and I'm more likely to share with my network.  Less work for me, good results for you. WIN WIN!) Oh, and be sure to include the direct link to buy your product. Nothing worse than forgetting that, believe me!

Now that you have your Influencer outreach down, let's talk about what else you can do. Guest blogging. You want to get your name out there as an expert and you need to do it fast. There are a ton of sites that accept guest blogs. Search Google for terms like "submit guest post" or "guest blog opportunity" to find sites that offer this. By guest blogging on a related network, you're exposing yourself and your style to a built-in audience. 

Well, it looks like you have some work cut out for you - but then again, no one ever said that being a fabulously successful author was easy. Good luck!

Socially, 
Stephanie

Do you have a question for Socially Stephanie?

Please email SociallyStephanie@socialmediatoday.com and let Stephanie help you solve your social quandaries, queries, and boondoggles. (Questions may be edited for length and clarity.)

Illustration by Jesse Wells



Authored by:

Stephanie Frasco

Stephanie Frasco is a leading social media marketing consultant. Over the past 7 years, she has worked closely with clients from all over the world to help each of them get more results from social networking and blogging. Through experience, Stephanie has mastered some of the most powerful social media websites. Connect with her on LinkedIn and Twitter and download her engagement report.

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September 12, 2013

Katherine Hanson says:

Thanks for the info - I will certainly take a look, Stephanie!

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September 11, 2013

Dan Petrosini says:
 Hello Stephanie,I visited your site and read the Q&A on a job interview book. My question is how would you 'adapt' those tactics to the marketing of a crime novel.  My novel, Complicit Witness, was release a couple of weeks ago.  It hit the top 20 sellers in Amazon crime genre but I need to re-energize it.  The reviews from every reader have been very exciting and I think this book has 'legs'.  I would appreciate your advise on how to get social media influencers to promote my latest book.   Ciao, Dan 

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September 11, 2013

Stephanie Frasco says:

Congratulations Dan.  I'd recommend going back to everyone who wrote a review on your first novel and send them your newest book.  If they are fans of the first this should be easy to get them to rewrite.  The first people to remarket to are current customers (readers).  Then I'd do a blog search for people who write about crime and crime novels and pitch them on the book.  You will probably have to give a few away for free, but it is a nice way to get the books in people's hands. You could also do an event where you invite crime readers/bloggers. This is a good way to get them talking. 

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August 29, 2013

Sudakshina Bhattacharjee says:

Thank you Stephanie, this is very useful as I'm also an author promoting my book using social media. So this advice is really helpful. 

 

Sudakshina Bhattacharjee 

www.sudakshinakina.com/improve-your-global-business-english 

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September 11, 2013

Stephanie Frasco says:

Thanks!  Good luck!  

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August 19, 2013

Katherine Hanson says:

Great post, Stephanie and packed with invaluable insights and information - I will certainly be using it as a guide when I'm ready to publish my first e-book. Look forward to reading the next one!

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September 11, 2013

Stephanie Frasco says:

Sounds good Katherine!  Ebooks should also be publicized to your list.  Just another reason that list building is important. Good Luck! 

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August 16, 2013

Michael Kerrigan says:

Stephanie,

I recently published Courage in America: Warriors with Character. My issue is one of balancing my credibility or as my wife says... "my apostolate" in caring for the growth of our wounded warriors while promoting the message of character in the book. In brief I do not wish to exploit the fact that so many warriors are in need of all kinds of support while at the same time telling thier stories of courage to the widest audience possible.

Thank you for your helpful suggestions.

 

 

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September 11, 2013

Stephanie Frasco says:

That sounds like a great book Michael.  I hope this post helps. 

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