Social Media

Social media serves as a powerful marketing tool. However, you might want to take a targeted approach when utilising this marketing strategy for publishing purposes. Higher Ways Publishing explains how to select the appropriate social media platform to sell your books.

Define your audience

First, ask who is most likely to purchase your publications? There are two courses of action we suggest you take to come to your conclusions. First, look at existing marketing research, so you can use readily available information to create a clearer image of your desired reader. Resources such as Pew Internet, a non-profit organisation, can be really useful for finding social media use data.

Now you have a rough outline of your reader, refine this image by conducting an annual survey of your existing consumers. We would advise you to use email marketing, which is being increasingly utilised by publishers, to send them a questionnaire. People have short attention spans so keep your queries direct. Look at key information such as average reader age, gender, locations, favourite literary genre etc. and use this to choose the right social media site to sell your books.

Look at social behaviour  

Now you know your target consumer, find them on social media. No two social media channels are the same and different platforms are more suited to different consumers. For instance if you are targeting young adults, data quoted by Business2Community suggests you focus on Instagram, Twitter or Facebook. These three portals are the “most important” social media sites to this demographic.

To find your audience online, look at each social media platform’s culture. Each site is an online community with its own unwritten rules of interaction, so some of these collectives will be more receptive to your product than others. Industry site Digital Book World provides a great infographic to illustrate this point, where they determine how users on popular media sites would talk about wine.

For instance on Twitter, they might say “I am drinking #wine now.” Twitter is like a newsroom, a fast-paced “click farm,” so it’s an effective platform for authors covering trending topics. Meanwhile on YouTube, users might respond to statements like “here is my video on how to choose wine.” It is the go-to platform for tutorials, so it can serve as the perfect marketing tool for instructional writers.

Examine sales capability

Now you have determined who your target reader is and which type of social media channels they frequent, turn your attention to practical matters. Look at the social media platforms utilised by your audience and see which are most suited to selling. Which have the best e-commerce options?

As an example, Twenga-Solutions explains that some social media sites like Instagram and Twitter have ‘buy now’ buttons. These features allow people to purchase products instantaneously, upping product sales because they provide consumers with convenience. The easier a social media site makes it for consumers to execute on-the-spot purchases, the more suited it could be for selling your books.

Target your approach

At present there are 2.1 billion (bn) social media users on earth; this is set to grow to 2.5bn by 2018. In other words, you can access a vast audience to sell your book to through social media, but you should not just use any platform. Target your approach so when you utilise social networking sites to sell your book, you can reach the consumer who is most likely to be receptive to your product.

About Higher Ways Publishing

Established in 2003 by Hayim Oshky and Mike Walden, Higher Ways Publishing helps authors and publishers transform brilliant ideas into commercial success. Headquartered in Tel Aviv Israel and California, they are a market leader in digital and hard-cover publishing for the health, fitness and relationship industries. Higher Ways Publishing have assisted many authors in expanding their online presence in the growing digital marketing world.

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