You want to generate and capture more interest in your book. How can you best identify and reach those potential readers who are, or who are most likely to be, interested? And how can you get them to buy?
Build Your Foundation
Make sure the book and author are accurately and attractively positioned online, particularly within Amazon. You want to make sure that your product page and other key presences are set up to convert before you start driving people over.
- For Amazon:
- Is your product page data and book description complete, detailed, and compelling?
- Is it in the right categories?
- Is it comparably and competitively priced (and discounted) relative to other books in the category and other formats/editions of the title?
- Does it have positive consumer reviews and ratings?
- Does the title metadata include retailer/search keywords?
- Does the author have a completed Amazon Author Central page?
- Are any other author brand presences on leading consumer-facing sites and authority platforms accurate and up-to-date, including Goodreads, Wikipedia, and other social profiles?
- Is the author and/or publisher site updated all of the authors works and series, recent press or news items, speaking tour dates, upcoming events, and links to all of their social profiles?
Develop Your Audience
Research high-potential, likely adjacent audiences—people who have something in common with your core fans and buyers, but are not yet “converts” as such.
- Fans of close comp titles and authors: Target people who have expressed interest in similar authors or books.
- Lookalike audiences based on existing fans/followers of the author
- Goodreads members who “want to read” the book
- Fans of the genre/book category (especially if the book had been previously miscategorized)
- Members of "deal" sites and newsletters
- People engaging in target behaviors: Whether they are looking for things, liking things, or discussing things in social media, potential buyers’ behaviors can be observed and influenced online. Ensure that your marketing content is designed to reach people when they are inclined to be interested.
Expand Your Reach
Use earned and paid media to amplify your reach to the right audience. Consider special promotions, giveaways, or price-drop campaigns aimed at your identified audience affinity groups.
- Targeted social media posts (timed when audience is most active, including relevant hashtags).
- Targets ads with compelling creative (quotes from known influencers, eye-catching visuals) and a strong call to action (e.g. discounted price for a limited time).
- Publicity outreach to the bloggers, news outlets, and influencers popular among fans of comps.
- Landing pages and posts on your website designed to reach broader audience
Comments
0 comments
Please sign in to leave a comment.