Have you ever wondered if social media can help boost book sales. The answer, is yes,of course; provided that the social media campaign is strategic, intelligent, consistent, and well-coordinated with other marketing efforts.
Social media contributes to increased book sales by serving as a public communication vehicle between the author and his/her readers. With properly branded profiles and banners, engaging and relevant messaging, shareable content, and professional community management, social media can be the leading driver of pre-launch and post-launch book sales. Here are a few ways social drives sales:
- Creating brand awareness among a target audience.
- Cultivating a community of potential readers within a targeted demographic.
- Increasing visibility by posting compelling, shareable content.
- Driving significant traffic to the book’s landing page and author’s website.
- Generating excitement around the book launch.
- Designing orchestrated, multi-platform campaigns around a book promotion.
Over the past four years, our team has helped propel book sales for countless national authors in a broad array of categories. Rather than simply write about how social media is vital to the success of a book launch, we thought it would be more effective to offer a live case study, documenting a social media campaign for a major national book release.
Technique We Use At CopyCart Integrated
When we are approached by the author and his team to help market their soon-to-be-released book.we immediately go into research to check the status of the author and publishers of the book, this is the start of our planning stage.
This article will focus on the techniques we use for our campaign, from initial planning through execution and continued management. We launch the campaign on an agreed date, with a scheduled publication date of for launching. We also provide periodic updates as the campaign progresses. Scroll down to read the most recent campaign updates.
Pre-Planning:
After several intensive strategy sessions with the authors, we decide on a multi-platform campaign that could include Twitter, Facebook, Google+, and Instagram. we create separate social media pages for the book itself, or we decide to leverage the authors personal celebrity status (if any), and build our campaign around his personal branding. This is a long-term strategy that enables the authors to develop a lasting social media presence, which will remain an asset long after his book has been released.
If the authors already had a strong following on Facebook, his presence on the other social networks would need a boost. We are able to use his existing Facebook, Twitter, and Instagram pages, and create others which he doesn't have but will be helpful like Google+ presence from scratch.
We assemble a Dream Team to manage each network, while we remain in control of deployment as account strategists and project managers.
After conferencing with the authors, the Marketing Director from the authors publishing firm, and our top-notch website team, we devise a marketing calendar to use as our road-map from the campaign launch until the book’s release date.
Our social media team then go to work on researching the authors online and offline material including his website, YouTube channel, blogs, and other high-traffic sites. Our team could also be treated to advanced copies of the book.
Content Development:
We create a content strategy focusing on engaging extracts from the authors book and videos, his blog or community (again if any), and inspirational quotes. Our goals will be to strengthen the authors social media footprint, increase his following on multiple networks, spark engagement and conversation, and enhance the authors reputation as a thought leader in the target industry. We may decide to shy away from any direct promotions this early in the campaign. We introduced #hashtags on Twitter, Google+, and Instagram. This positions us to curate conversations and generate buzz as we move toward book promotions later in the campaign.
Our team will also create branded graphics featuring some of the authors most tweetable quotes. Here is an example of two memes we posted on multiple networks:
Engagement:
We identify the authors target markets through various metrics; age, sex, religion, cultural background, experience among others. We also identify major influencers to help spread the authors inspirational message, and begin engaging then directly on social media.
Setup:
Our account managers set up the authors social media pages on apps for scheduling, code was provided to his web team to connect his website to Google+, and his social media profiles were edited and published.
Campaign Launched!
Our account managers schedule and post content on Twitter, Facebook, Google+, and Instagram. Engagement starts picking up right away and the campaign is off to a terrific start. Our content will be voluminous and consistent across all channels.
Marketing Plan
In our weekly conference call with the authors, publisher, and website team, we devise a brilliant incentive plan to promote pre-launch sales. if the authors have a Project they run, it could be subscription-based that features a wealth of content for those seeking such information. the authors could agree to offer a limited membership to his site for those who pre-order his book prior to publication. This valuable giveaway will be worth quite a bit more than the cost of the book itself, but the giveaway benefits the authors, as he gets to introduce new people to his program.
The team collaborates on content for the landing page. We provide and suggest copy for the book page video and promotional offer.
Social Media Ads:
We launch our first ads to promote greater engagement and increase the authors followings. We run A/B testing to measure the success of each ad. During a consultation with a Twitter ad representative, we analyze our results and adjusted our strategy. Our campaign should yield stronger-than-average returns if properly executed and contribute to increase engagement on social media.
here is an example of how the authors communities and networks can progress:
Twitter: increase in following in the first month. the authors will be enjoying massive engagement as his quotes and links are being retweeted throughout the day. People with related questions and challenges are conversing with the author to solicit his help. the author jumps on Twitter daily to interact with his fans, answer messages, and promote his brand.
Instagram: doubled following by posting exceptional content, captions and hashtags, and engaging consistently with his audience. Most well curated posts garner 50+ likes, with some breaking 100.
Google+: could be a real success story: from 0 to more than 1,100 followers with more than 30,000 page views. the authors presence on this network could give him a strong SEO boost for prime keywords.
the authors campaign is gaining steam and we will always be on pace to blow out all of his goals. PR would be advised to jointhe team (if necessary) and the authors media schedule will be filling up quickly. while this is ongoing we will be getting ready to blast out his appearances on all social media channels.
The publisher might be required to come through on graphic support. We comb through the authors book and find some choice quotes to use on the images. The graphics might feature a photo, quote, and promotional URL at the bottom of each graphic. Here is an example:
After much working and reworking, the landing page for his book should be up and running. We contribute to the script of his welcome video, which we will be counting on to drive pre-order sales.
On all social media channels, we will be promoting the authors new video series. On selected days of the week, we release another video. These videos should be sparking lots of engagement and conversations. Here is an example:
The authors following is increasing on every platform. Here is the most recent update:
Twitter:We energize our organic community-building campaign, which should yield a an additional jump in just a few weeks, and a more tremendous increase after launching this campaign.
Google+: we grow the authors following on his community. We also grow his page views.
Instagram: His likes and engagement are also increasing daily.
Facebook: FB page should start generating more likes while posts are being shared, commented on, and liked, giving more visibility among his target audience.
Paid Ads:
Afterwards, we switch our advertising campaign to focus on driving traffic to the authors landing page. We boost page views within his target audience at a rate of efficient per click.
Twitter Parties & Twitter Launch:
In the weeks leading up to the authors launch, we organize a Twitter Party with a theme. Attendees would invited to bring their very best opinions on the topic. It should a fun and inspirational event, as we give away prizes we should generate a lot of excitement. With RTs, questions, and comments flowing throughout the hour, the total reach for the event should be well averaged into the hundred thousands.
The publisher’s team, PR agent, and other supporters all helps to promote the event. web team create a landing page and we schedule giveaways for his book. This event is expected to help surpass the first in reach and impact, and contributed to a successful launch.
Following the launch of the book, we continue to manage the authors Twitter and Google+ pages for several months, supporting and promoting his personal appearances and other marketing efforts. When we complete our campaign an evaluation would be done and analysis result submited to the author.
Conclusion:
From what you have seen, Wouldnt it be a great ideas to consider CopyCart Integrated to take your book to fame, we are able to use social media to influence outcomes in both active and reactive ways: Active, in that CopyCart Integrated is the initiator of promotions, messaging, and marketing campaigns; and reactive, in that CopyCart Integrated followed PR firm, and website team.
Social media is a critical component to any book launch or book marketing strategy. If you are traditionally published or self-published, and want to learn more about how we can partner with you, visit our author page here, or contact us here to schedule a time to chat. While we cannot promise the same results as above, we will leverage our full expertise and resources to contribute to the success of your marketing and promotional efforts.
Have questions about promoting your book? Get more information on our Social Media for Authors page.
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