Over the last week, I’ve been kicking off my 2019 by focusing on my marketing plan. I’ve also worked with another talented indie author to setup a meetup for other indie publishers in my area where we’ll discuss similar topics. In leading the first topic, I did quite a bit of research on reaching the right people. What I’ve learned about this topic is that it might very well be an art as well as a science.
I’ve learned that it’s important to identify who you’re marketing toward. This will serve you well, for the following reasons:
First, you want to market to the world, right? Wrong!
For example, if I write young adult vampire stories, I don’t want my marketing effort to be targeted at a segment of the population that is over 40 and rides motorcycles in every spare moment they have. You might say that this seems obvious. Well, that’s a true statement. However, if you purchase Facebook advertising and select a target market of people living in the Midwest, you can bet that within that population, you’ll reach some of those 40+ Bikers. Now, you may get lucky…Biker Bill may spend his evenings eating up young adult vampire novels, but somehow it seems like a stretch.
Second, marketing is expensive. Use those dollars wisely!
Has anyone ever been tempted to click that Facebook notification that asks you to boost your post for $3? What’s three dollars? A coffee, maybe? Well, if you’re throwing that three dollars into the air and hoping it lands you some readers, again, I’d say…Good Luck! What if your target reader actually spends time inside a coffee shop and doesn’t frequent social media? The giants will take your money and never look back. There are no guarantees, and in this scenario, you might have been better off going to have a coffee at your local coffee shop and reading your book in front of every patron. It’s not necessarily about how much you spend, but how you spend it, I believe… Disclaimer, I may be proven wrong about that in the future, but it’s my belief for now.
Third, the gateway to bigger and better things.
Knowing who you need to network with is simply an entry point. But it’s like Mom always said, the people you surround yourself with can easily ensure your success as well as your failure. My vote is for success, so I’ll gladly spend some time analyzing who might like to read my work. Once I have that nailed, I’m moving on to trying to figure out creative new ways to reach them.
All that being said, I have a free worksheet for you. Simply click the button below. You’ll notice that there are 2 options. If you’re the online kinda person, go for the fillable form. Otherwise, checkout the one that’s more printer friendly.
But keep reading for the sections explained…
As you take a peek through this worksheet, you’ll notice that there are ten sections. Each of these asks you a question that is pertinent in setting up advertising down the road, with the exception of the picture and name. That is more for fun, visualization, and focus.
The ten sections:
First: Picture, Name, and Age. This is to help you think of your reader more as a human rather than “my readers.” If you humanize them, it’s logical to think of them in a more personal manner. For example…I think I’ll reach out to Connie today.
Second: Location. Any ad campaign online will ask you for the target audience’s location. This will help you hone in on where your readers are located. Additionally, it’s one of the easiest things to tweak from campaign to campaign and do a little trial and error.
Third: Work. Where does your reader work normally? This might give you some industry insights or links. For example, if your book’s main character is a software tester, it might open a very specific demographic for you to explore further.
Fourth: Social. This is simple. Fill in where your reader might spend time on Social Media. If you think your readers are on Pinterest, it doesn’t do much good to market on Facebook, now does it?
Fifth: Politics. This may not apply, or it may. In my work on The Caeteran Tales, I’d probably be marking toward the liberal end of the spectrum. My books are a social science fiction world exploration, after all.
Sixth: Demographics. Most online advertising gives you options for these areas. It will help to know if your reader is a Ph.D. or high school student as well as if they are expecting a child, are parents, or are possibly recently divorced. Fiction and nonfiction alike can speak to these closer defined groups and that should be used in your advertising plan.
Seventh: Interests. This one goes almost without stating. If there are particular interests on which your book is focused, you definitely want to be identifying those individuals and targeting them with your advertising. If your book’s main topic is running, this might lead you to consider advertising at some unlikely literary places–like stores that serve runners specifically.
Eighth: Hobbies and Activities. This one is not much different than Interests, but it strikes some more of the happenings. If your reader is into the opera and your book takes place in the opera, you could consider targeting that specifically on social media or other avenues.
Ninth: Behaviors. Let’s think about mobile device users. How would it be best to go about targeting that market? What in your book would lead you to the conclusion that your reader is or is not a mobile device user? Possibly, if your reader only surfs the web and social media via a mobile device, he may be more in tune with some apps that focus more on mobility. Instagram comes to mind as a potentially better platform for marketing.
Tenth: Relationship Status. This may only apply to Facebook, but it might be something worth considering. It might also give you insight into other possible niches for your work. The option for “Open Relationship” seems to strike quite the niche in my mind.
I hope you’ve enjoyed or found useful the information within this post. Big squeezes to all, and best of luck planning for 2019! For me, back to writing. I wonder what Niccolai is going to do on the Ehrosi Isles in the fourth Caeteran Tale. Hrmmm…