How to Turn Social Media Followers Into Book Buyers
You’ve probably heard me say that social media isn’t the final destination with your book marketing. It’s actually just the beginning.
Social media serves as a connection tool - it’s like an online cocktail party. And what do you do at a cocktail party? You mix, mingle, and chat. You meet new people, you make that initial connection to see if you want to get to know them more.
You don’t go to a cocktail party with the intention to sell - you go there to connect. Selling comes later.
But how do you do that? How do you take these connections you’ve made on social media and turn them into book buyers?
Let’s break it down…
Map It Out
Posting with intention is one of the most important things you can do on social media. It’s not just slapping a post up and hoping that people catch on. It’s about leading people exactly where you want them to go.
Here’s the map you want to follow:
Connect on Social > Drive to blog/podcast/video > Newsletter sign up > Sell through newsletter
Here’s a solid truth you can hang your hat on: your social media followers aren’t your true fans - your newsletter subscribers are. Anyone can press the follow button. It’s a passive, non-committing way to stay casually informed. Your newsletter subscribers are attentive and want to know more - you have their attention and they are ready to go.
It’s much easier (and more effective!) to sell to an attentive and interested audience - that’s what your newsletter subscribers are.
That’s why we want to lead them through this process.
Create Great Content
So now that we know the process we want to take them through, how do we turn mere connections (social media followers) into subscribers (buyers)? Through our content.
Content is anything that we post on social media, our blog, podcast, videos, free downloads, and so on. It’s what we share online.
The key to creating great content is knowing your ideal reader. Yep, here I go again! I keep bringing this up because EVERYTHING comes back to your ideal reader. When you know what they respond to and what they like, you can create quality content that speaks to them and draws them in to get more from you.
This applies to fiction and non-fiction writers - it all comes back to your ideal reader.
Creating blog/podcast/video posts that you know your ideal reader will respond to will ensure that they will click to go to your website to read/listen/watch more.
Your content is the key to driving people from being mere connections to actual buyers. Don’t dismiss the importance of quality content that connects with your ideal reader! It is what drives everything in your book marketing system.
To learn more about how you can find your ideal reader, click here.
Once people see the great content you share and they have gotten to know you, you’ll want to invite them to join your newsletter list. And one of the best ways to do that is to create an incentive.
Offering a well-crafted incentive leads the exact people you want to sign up for your newsletter: your ideal readers.
An incentive doesn’t need to be expensive or overly complicated - actually the simpler the better. What this does is gives people added value, exclusive information, and excitement to sign up to be a part of your online community.
Make the Pitch
Now that you have their attention, you know they are interested, and your book is ready to go. Now it’s time to sell.
The great thing about taking people through this process is that you have provided value the entire way. You’ve given them great content, you’ve shown them consideration and care, and now you are set to make the sale.
Do you see how this would be more enticing than seeing a “BUY MY BOOK!” post on social media from someone you don’t know? It’s a world of difference!
The thing to remember about newsletters is that they are about extending and deepening your relationship with your readers. This list of names and email addresses you’re collecting make up your core audience. Don’t focus on the number of followers - we all start with a small newsletter list. But stay at it.
The great thing is that this process sets you up for every single book you write. This list and process helps you to build your career - not just a number of likes on a social media page.