Last month, I wrote about the importance of writers having their own storefront, or website. So this month, I want to address how to drive traffic to your website. In a word, marketing.
I confess that marketing felt dry and impersonal to me, as it tends to be data driven, which is not my forte. I am a words and people person, not a numbers person. However, while attending the Wisconsin Book Festival last week, I had an epiphany that led to a new perspective: Marketing is about making connections with people and attracting those who are the right fit for you and your work. With that in mind, four elements are key.
Key #1: Know Your Market
Market research is vital or you will end up trying to appeal to everyone, which is impossible, or you will turn yourself inside out trying to connect with readers who are not the right fit for your work. Writers of horror will most likely not appeal to readers of romance. And chances are memoirists will not draw a following from the sci-fi crowd, no matter how moving and well written the story. And be specific. Are your readers men, women? Or does your writing speak to both? What is the age group? Children? Young adults? Middle-agers? Octogenarians? Are they professionals, blue-collar workers? Are they retired? Married? Single? Divorced? Empty nesters? Parents of young children or teenagers?
Key #2: Find Your Market
Where do readers hang out?
- Book festivals
- Indie bookstores and coffee shops–Introduce yourself to the owners and ask if they would be willing to allow you to give a reading/book signing at their store or shop. Also ask if they would be willing to stock your books.
- Libraries–Ask if you could do a reading/book signing or presentation.
- Writers’ conferences–Offer to be involved in a panel discussion, give a presentation, lead a workshop, and/or have a table at its book fair.
At all of the above, be sure to hand out business cards that includes your web address and have a sign-up sheet to gather e-mail addresses of attendees.
Key #3: Maintain Contact with Your Market
Options abound: print and e-newsletters, blogs, and social media, such as Twitter, Facebook, LinkedIn, Pinterest, and Google +. But don’t overwhelm yourself thinking you have to do them all. Choose one, two, or however many you can sanely manage. But whether it’s one or four, be consistent. Using only one platform regularly is far more effective than using four occasionally. Try whichever platform(s) appeals to you to find your own comfort level. The more comfortable you are, the more likely you will use it consistently.
Key #4: Grow Your Market
In addition to the suggestions in #2 and #3, follow blogs of agents and other writers in your genre. Make comments on their blogs and ask if you could write a guest post on their blog. And, of course, offer the same to them. This promotes goodwill and helps increase exposure for you both. It’s a win-win, the best kind of exchange there is.
Marketing is not only a business strategy for those who want to sell books or a service. Marketing is also a connecting tool for those who have a message they want to get out into the world or stories they long to share. And be creative in your marketing. Come up with your own ways to connect with people.