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january tip of day

January 17 Book Marketing Tip: Be consistent with your social media!

 

Woo-hoo! I’m delighted to share the news that the Write | Market | Design Facebook page has reached 500 Likes! Sure, there are pages with Likes in the thousands, but every one of them started somewhere. Thanks to all who’ve liked our page and shared the link. If you haven’t checked us out yet, come on down!

 

Here’s a bit of chronology:

 

Thanks to the best social media teacher in the world (Scott White, of PersonalPowerTraining.net), I was a very early adopter and jumped 500fblikeson Facebook back in late 2006. Back then, there were no Pages. The only option you had was to use your personal profile for business marketing, too. I did that, and have steadily built my “friends” to 2,565, with 109 subscribers to my personal page. The challenge has been bringing those friends over to my business page.

 

We were hanging out at 474 Likes for the l-o-n-g-e-s-t time. Then I started doing a few things differently.

 

ONE. I used to duplicate a lot of content between the my personal page and business page — but I do that less frequently lately. I’m very selective about what I post in both places, and I always post it on my business page first, and “share” it to my personal page. There’s a strategic reason for this: people on my personal page can see where the post originated, perhaps clicking over to my business page to see what other goodies I’m posting there.

 

TWO. I invited/reinvited a bunch of friends to like my page. They may have been people I never invited in the first place, or people who just never accepted an original invitation. At any rate, I had 7 additional likes from my own personal page once I sent these invites.

 

THREE. I changed the kinds of things I post. As you can tell from the title and content of this blog, I’m all about book marketing. My Facebook page is more representative of all aspects of self-publishing — although my posts did, for a long time, lean more to marketing tips. Lately, I’ve been posting a combination of humorous literary posts (see below), self-publishing/book marketing tips, and the occasional promo piece for my business. In short, I made the page more interesting.

 

film -book

 

FOUR. I started posting much more consistently — not just more often, but more consistently.

 

FIVE. In order to post more consistently, I started using Facebook’s scheduling feature to time my posts to go out at regular intervals throughout the day. To do so, go to your page and find the status box.

 

fb sched 1

Type your text or upload your image, as you normally would.
Then click on the clock icon in the bottom left-hand corner of the status box.

fb sched 2
Doing so will bring up a calendar. Choose the date on which you wish to publish your post.

fb sched 3
If you plan to stagger your posts, add the time you wish to publish your post.
Be sure to check that you have the a.m./p.m. correct.

fb sched 4
Click the SCHEDULE button.

fb sched 5

That’s it! Your screen will gray out and you’ll see a confirmation window
telling you that your post has been scheduled.

Of course, this is an inexact science. But I know I added nearly 30 people in little more than a week once I started changing the way I post and doing it more consistently. If Facebook isn’t your thing, I believe these strategies will work for you on many different social platforms. Next up, more interactivity!

Here’s to more consistency in your social networking!

Laura

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We welcome and encourage your thoughtful, courteous comments below.

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Author Amara Charles capitalizes on 2 innovative opportunities – and you can, too!

Outside the box. Creative. Innovative. Whichever word you use, when it comes to marketing, if you’re doing something new and different, you’re probably reaching a new segment of your market. The way to do this? Always be on the lookout for new opportunities.

One of the few PG13 pics we could show from Amara's Ignite Phoenix After Hours presentation!

My client, Amara Charles, is the author of the lovely forthcoming book on sacred sexuality, The Sexual Practices of Quodoushka. In advance of the book’s September 27 release, we took advantage of a couple of great opportunities this past week. The first is an event known as Ignite Phoenix After Hours. The format is a group of presenters, each giving a different 5-minute talk accompanied by 20 PPT slides, each slide timed for exactly 15 seconds. The after-hours nature of this 21-and-over show made it the perfect vehicle for Amara to share her content with a new audience, so I submitted her pitch (Sexual Anatomy Types: Are You a Pit Bull Man or Antelope Woman?) with a great description, and she was selected as one of the 14 presenters! It was a hoot!

Then, we thought we should make the most of this opportunity to promote both the Ignite Phoenix After Hours event and Amara’s book … so the day before Ignite Phoenix, we scheduled a Facebook Author Discussion with Amara. In just 2 days’ time, we had more than 30 people indicate an interest, and on the day of the chat, we had about a dozen folks “listening” in, with a handful who were brave enough to submit questions.

Below is a brief excerpt from the Facebook chat:

AMARA:   Okay, the word Quodoushka (kwuh-DOE-shka) means the coming together of two energies, in such a way that the energy created is more than the sum of the two parts.

LAURA:    I think we’ve all heard that before – the sum of the parts is greater than the individual components…

AMARA:   I wrote the book after sharing these amazing teachings for over twenty years around the world. I have seen these amazing teachings transform the intimate lives of so many people around the world.

LAURA:    Amara – what is the biggest gift people receive when they learn these teachings?

AMARA:   Well, one of the biggest gifts is that people get to experience and truly feel that their sexuality is healthy, natural and good. They reconnect with their sexiness on a deep level and realize we can indeed learn through pleasure!

LAURA:    Awesome! So tomorrow night, you’re doing something unusual – giving a slide show presentation as part of Ignite Phoenix After Hours. What will you be sharing with the crowd at Axis Radius?

AMARA:   Yes, I am presenting on Sexual Anatomy Types: Are You a Pit Bull Man or Antelope Woman?

LAURA:    And if anyone’s still interested in tickets – you can try Twitter. Use the hashtag #ipah. I saw several people with extra tickets this morning…

LAURA:    OK, let’s open things up to the audience for their questions.

SHYENA:  How does looking at what created me (my sexuality) help me deal with emotionally turbulent relationships?

AMARA:   In answer to Shyena’s question: When we get back in touch with what created us, our sexual soul force energy, it brings us face to face with the most powerful energy in the world. When we feel that our sexual energy is natural, and we understand how to use it in beauty, then our relationships become more intimate, more tender and way more passionate.

LAURA:    That’s very powerful – very primal. What an amazing concept, that our sexual energy is the most powerful energy in the world! Makes you wonder why we’re so often taught to run from it or hide it or find shame in it.

Now is Ignite Phoenix built as a platform for promoting a book? Of course not! The goal is to create a dynamic presentation on a topic you’re passionate about. Is Amara passionate about the 9 different female and male anatomy types? You bet! Did she give an outrageous presentation that had even the ladies serving the pizza stopping to watch? She did! Did it serve to help get the word out about her new book? Absolutely!

Here’s your takeaway from our experience: be on the lookout for interesting, appropriate new ways to market YOUR book. One of my Facebook author friends recently did a book signing at a hair salon in Phoenix, because her book is a murder mystery set in a hair salon! Where can you go? Whom can you approach? Which venues will allow you to give presentations and signings and workshops?

Put on your book marketing hat and get creative!

Laura

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We welcome and encourage your thoughtful, courteous comments below.

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Please email Amara if you’d like more information about her book launch or a copy of the full Facebook Author Chat transcription. Also SAVE THE DATE of September 27 for the Virtual Launch Party. Register here.

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If you are interested in booking YOUR OWN Facebook Author Discussion on the Write | Market | Design page, please complete this survey and someone will get back to you to schedule your session.

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10 Ways Marketing Is Like Bowling

OK – before any professional or semiprofessional bowlers get indignant, let’s get the disclaimer out of the way. This is written by a very occasional, casual, recreational bowler who has been known to break 100 about once every 10 games. Take it for what it is … a fun new way to look at marketing.

Thanks to my friend, Rebecca Joy, for getting together a group of gal pals for an interesting afternoon/evening of bowling yesterday at the new Lucky Strike Lanes at CityScape, in Phoenix. I got to meet and hang out with 3 other authors and one marketing master – overall, a pretty amazing and accomplished group of women. As it turns out, the one thing none of us happens to be is a skilled bowler. But we soon found out it wasn’t about the score. Rebecca conjured several other kinds of contests: who could throw the ball the hardest (she won, at 15 MPH); who scored best throwing Granny Shots (I think Gina DeLong took that category); and who broke the most fingernails (Stephanie Quilao topped out at 3). June Cline rounded out our team of five.

As we were playing, it occurred to me that there are marketing lessons to be drawn from the bowling alley. Here are my Top 10:

  1. You need the right equipment.

    Marcie, the sexy bowler

  2. Success lies in your approach.
  3. Aim for the target (aka pocket, in bowling parlance).
  4. Mind the fault line.
  5. Sometimes you need to reset.
  6. It’s better when you have support.
  7. Make friends with your neighbors.
  8. Beer can greatly improve the experience.
  9. Don’t overdo it.
  10. Have fun!

You need the right equipment. Whether it’s determining the right blog platform, e-mail client, or postcards and mailers, marketing doesn’t happen in a vacuum. Just as you need appropriate socks, shoes, and the right size ball for bowling, when it comes to marketing, you need to determine which tools are appropriate for which phase of your marketing campaign and utilize them to their fullest potential.

Success lies in your approach. Watch professional bowling for a while, and you’ll notice the one thing virtually every bowler has in common: an elegant approach. They may differ on starting location, speed, and finesse, but they each make it look easy and effortless. Your success as a marketer also begins in your approach. How well do you know your prospect or target client, and have you tailored your approach to their needs, wants, and potential responses?

Aim for the target (aka pocket, in bowling parlance). This one might seem obvious, but you’d be amazed how many businesses view the whole world as their market, or try multiple, unfocused, scattershot approaches, hoping that just one will be successful. Who IS your target audience? Where do they hang out? How do they want to be approached? Until you know the answers to these questions, your marketing strategy will likely languish.

Mind the fault line. The fault line in bowling is the line separating the approach from the lane. If your toe crosses it, your throw doesn’t count and you don’t get credit for any pins you knocked down. Essentially, the marketing comparison is to take care not to breach the unwritten rules. If you borrow a concept, give credit where credit is due. Know your audience so that you avoid inadvertent language faux pas. You might have heard about the guy with the caskets in Jakarta. I happen to think the people in this incident seriously overreacted, but his stunt backfired nonetheless; it might not have, had he been minding the fault line.

Sometimes you need to reset. Occasionally, in 10-pin bowling, the pins get stuck and you must ask for help to reset them. Should your marketing campaign flounder, don’t be afraid to reset. Don’t quit – just reevaluate, refocus, and relaunch.

It’s better when you have support. Did I mention that we are casual bowlers? I think our record for broken nails (6.75 for the four of us) surpassed our record for strikes. But we still had fun. Even when one of us hit NO pins in our two attempts, we cheered each other on. You need to do the same. Get yourself some support for your marketing campaign, rather than trying to do it all alone.

Make friends with your neighbors. Usually when you bowl (unless you’re in a giant group, league, or at a party), you and your co-bowlers will occupy one lane, meaning there’s a group of strangers sharing the ball return and located somewhat in “your space.” Things go much more smoothly if you get to know them and are friendly, than if you take a hostile attitude. Same goes with others in your business or industry. Get over viewing them as competitors, and start to see them as colleagues. Who knows – perhaps you could pool resources to launch a shared campaign?!

Beer can greatly improve the experience. It doesn’t have to be beer, per se, or even alcohol. But is there a way you can make your marketing campaign social and inclusive, like a girls’ night out at the bowling alley? What are you doing to help your target market get to know you on a personal level so that they want to do business with you – and readily refer you to others because they so enjoyed the experience?

Don’t overdo it. A bowling ball can be heavy, and repeatedly hurling it down the lanes can take its toll. Be smart and know your limits. What can you reasonably accomplish with your marketing without overpromising and underdelivering?

Have fun! I think this is probably the most important of all ten tips, because if you’re not enjoying what you’re doing, it will be transparent to your prospective clients and they’ll likely move on to someone who really has a passion for the work. OK, so the funeral or insurance business isn’t usually what we’d generally think of as fun, but even in a challenging industry, are you enjoying the work and deriving pleasure from helping people? The minute it seems like you’d rather be doing something else, you probably should find something else to do.

Feel free to give me your feedback on this list!

If you do like this post, please feel free to check out my other blog: Write | Market | Design.

Until next time … from the nail salon!

Laura

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Originally published by Laura Orsini on the Write|Market|Design Facebook page. Drop by for a visit – and if you like the page, “Like” it. You’ll have access to a great ebook, “The First-Time Author’s Guide to Hiring the Right Editor for YOU!”

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