Up front, again, this is me talking. I’ve been doing this a long time. I currently run a successful publishing house. I interface with, follow, and pay attention to hundreds of writers daily. It’s just what I think…
I don’t care what people tell you about Social Media Marketing. I don’d care if perky, smiling, very friendly online folks tell you they can get you X,000 of followers, friends, compatriots, groupies, etc…that you should do events, online blitzes, or any number of other things sure to turn you into the next Internet sensation. Most of that is crap. I’d go as far as about 95 percent. Marketing, like anything else, is work – and many times it’s hit and miss.
Yes, you should have a Facebook Page, particularly if you have time to use it (Not your personal profile, but an author’s page where you talk about your books, writing, and things you believe would interest fans).
No, you should not have a new page for every book, or probably even every series. You have a set number of people who see your marketing posts on Facebook. You have another group (probably with some cross-over) on your personal profile. Most of them won’t mind if you talk about your new book. Most of them will mind if you endlessly post links to it with no new content. If you take the “social” out of social media it’s nothing but an irritating spam-screen of dreck, and it will be duly ignored.
No you should not create an online “event” every time you launch a new book. The only people who will see your event launch notice are the same people who would see a thoughtful post on the new book with a link if you just put it on your author’s page. The more events you have, the smaller the box of folks who will agree to be irritated by it. Marketing is already hated in most cases. Fans seek out the new work on their own. Marketing is for people who are not yet fans, and pissing either group off is not the way to build your presence.
The key to successful Internet marketing has a couple of words associated with it. REACH and DRAW. The biggest key to marketing anything is to widen your reach. A thousand “likes” on your posts on Facebook aren’t half the use to you that 200 shares are. Those people sharing have different boxes that they play in, and if they share your posts, a lot of people who have never heard of you might see them. For this you need DRAW. You need interesting content- not too long – with the proper one-click-to-buy link in it. It needs to look interesting enough to stop a scrolling mouse. It needs to look worth the few seconds that clicking it entail, and once the person has clicked, it needs to very efficiently sell them your book.
To recap. Poke holes in your box and work from the inside out. Do not pummel your ‘friends’ with endless marketing posts. Do not make tiny boxes within your bigger box. The same is true on Twitter. Using some app that draws in smaller groups to talk is a good way to focus on a topic, but it’s not a good way to market…the only people likely to use that app and take the time already want your book. That is “maintaining” your box. If you want it to be bigger, you have to find ways to reach new faces – real faces. Those perky smiley helpful people will not do this for you. Mostly they will get you thousands of other hopeful authors looking at your posts wondering why you don’t buy their books – and a lot of fake people who never existed stroking your ego as your numbers skyrocket. Marketing – like writing – is work. There are no shortcuts.
And of course, a steady stream of new work. Write. ALWAYS have something new to talk about. Never sit back and spend hours selling the one book you already wrote. Keeping your name relevant, your work consistent in quality and output…these help build what – eventually – will be your fandom. If you need it by tomorrow, you are probably out of luck.