ROI - Sometimes It's More Than Book Sales

My writing career started with a series of short stories, and many of the anthology writers and I did hundreds of events. It was a great way to get out and meet readers and to talk about books. For the first couple of years, we had something scheduled almost every weekend. As I started writing novels (and had contracts for multiple series), I cut down on a lot of the travel and appearances. It’s good to be choosy about projects and events you take on, but I encourage you to look at the total ROI (Return on Investment) when you make your decisions. Sometimes, you gain a lot more than just book sales.

Use every opportunity you have to invite people to join your newsletter list and follow you on social media.

Many of the writing projects and events have offered me the opportunity to network with other writers, publishers, podcasters, bloggers, and agents. These encounters led to other opportunities and projects. One led to acquiring an agent.

I often teach workshops and classes. These are work, but they’re a chance for me to share information on a topic that I love and to meet new readers and writers. Schools and libraries have a special place in my heart, and I will always try to accept their invitations. These events may not be an opportunity to sell books, but you can gather names for your email list and give out bookmarks. Many times, I’ve seen my sales numbers jump after a class or workshop.

Many of the writing conferences have offered me a chance to network and meet other authors. And that has led to lots of blogging, podcast, and anthology projects. (We plotted the themes of several anthologies in the restaurant at the Malice Domestic conference.)

I have also been very fortunate to receive book club and other speaking invitations from referrals from folks who attended a class, seminar, or book signing.

Events and promotions can be time consuming (and often costly). Look at your marketing plan and how you want to promote your work. But don’t forget there many offer other kinds of rewards and benefits.

Posts for Facebook Take-overs

Last week, I posted about Facebook take-overs (popular online events that authors can do to promote their books). You want your graphics and posts to be branded to reflect you and your book, and you want to generate possible sales and newsletter subscriptions.

Here are some tips as you plan your take-over.

Graphics

• I always choose a bright background related to an upcoming holiday or to something in my book.

• Each graphic contains my book cover and my website link. I want folks scrolling through the site’s posts to be able to find my items. Facebook will often organize the feeds based on the popularity of the post (e.g. likes and comments).

• Many sites will ask you to number your posts to help readers find them all.

Posts

• I create a Word document of the text posts that go with each graphic.

• Some posts are introductory and ways to get to know each other, while others are give-aways with prizes.

• Most take-overs are scheduled for one hour. I decide how many posts to have for my allotted time. Here’s an example for a 7-8 PM take-over:

  • 7:00 - Introductory and Welcome Post - Where is everyone from?

  • 7:05 - A Quick Fact about the Book and a Question with a Give-away

  • 7:15 Another Fact about the Book and a Question

  • 7:25 A Question with a Give-away

  • 7:35 Another Question with a Give-away

  • 7:45 A Game with Funny Responses

  • 7:55 A Thank you to the Hosts and Guests and a Reminder of When I’ll Post the Winners

• All of my content posts have a link to the book that I’m promoting. I also have a “let’s keep in touch” section with a link to my newsletter sign-up.

These are some sample posts.

Tips for Facebook Take-overs

Facebook take-overs are popular online events that authors can do to promote their books. There are many online book groups, many organized by genre, where the administrators will let you visit for a specific timeframe to post games, questions, and give-aways to help you celebrate your book. Most are done on the group’s page and are limited to its members. Though I have seen some do live events via Zoom.

Here are some tips as you plan your marketing events.

How Do I Find These Groups?

• Search for book groups on Facebook and read their descriptions. Join those that fit your interest and genre.

• Look at the events that they host. Many will solicit volunteers for author take-overs.

• It’s a good idea to do your homework and see how large the group is and how active they are. See what types of games are played and what other authors give-away.

• Reach out and message the group’s administrator to inquire about a take-over. Remember, most of these folks are book lovers who are volunteers. Be patient. It may take a day or two to get a response.

Things to Verify with the Administrator

• Make sure to confirm the date and time (in your time zone).

• Confirm when prize winners should be announced. Many would like for you to do it a day or two after the take-over to give more people a chance to play. I usually create a graphic with all the winners’ names and tag them in the post. I usually contact them via Messenger to let them know what information I need from them. Some group administrators want to post the winners. Make sure to ask.

• Find out if you’ll have administrative rights to the site. I like to create and schedule my posts on the site, so the night of the event, I can answer questions and make comments. It’s important for you to be active during the time that you’re scheduled. When you’re given rights to the site, make sure that you don’t approve new members or posts. It’s just for you to schedule your items.

• Make sure to ask if there are any special rules they ask their guests to follow. Some sites want you to number your posts, so readers can visit all of them easily.

Things to Always Do

• During the time of your take-over, make sure to refresh your screen every few minutes to see the latest responses. Sometimes Facebook changes how it filters comments (e.g. most relevant, most recent, etc.). Make sure it’s on the setting you prefer.

• Always thank your host and the page administrators. Most are volunteers.

• Be present and interact with the attendees.

• Post your winners and send the prizes in a reasonable amount of time.

Your Posts

• Make sure to have bright, interesting graphics that all have the same look and feel (e.g. backgrounds and colors). Put your web address and book cover on the graphic.

• Facebook truncates content in posts. Put the most important information first. Make sure to include a link to your book and a way that they can sign up for your newsletter.

• I create a Word document that has the content of each post. That way, when I’m ready to schedule them, I just have to copy and paste into Facebook.

• Next week, I’ll do a post on what type of activities to include in your take-over.

Your Prizes

• Always include what the prize is in your post.

• I make a list of all my give-aways and the prizes. When I pick a winner, I put the name next to it. Usually, you don’t want the same person to win more than one prize.

• I always try to think of prizes that I can send in a regular envelope to keep postage down.

• If you need to limit winners by a country, make sure you specify that in the post. It can get expensive to mail a package internationally.

I Love Book Events!

I love doing book events, workshops, presentations, and conferences. I enjoy seeing old friends, meeting new ones, and finding out what’s new with everyone. I just returned from the amazing Malice Domestic, a mystery conference in Bethesda, Maryland. It has all kinds of activities, entertainment, networking, panels, and the most amazing community of writers and mystery lovers. And I always come back recharged and excited about new projects. (Shhh! We’re working on plans for a fun anthology.)

Some of my highlights this year are the treasured time with friends and meeting new ones.

These types of events are great opportunities to network. I attended a panel on influencers. It was great to get a chance to listen to their tips and to hang out with them.

I also got to be a part of a fun panel on the Hardy Boys, Nancy Drew, and their influence on the mystery world.

No matter what stage of your writing career, I think you should attend conferences and writing events. The experiences and opportunities are invaluable. And it’s a wonderful chance to hang out with readers and writers and talk about books for hours and hours.

Are You Using Your Platform to Its Potential?

Are you using your author potential to its fullest potential?

Website: Your website should be the hub or the center for all of your promotional activities.

• Make sure the information is current and fresh.

• Look at your site on a tablet or phone. Is it easy to navigate? Are the colors and photos appealing? Is your information updated?

• Are your photos, events, and logo dated? It may be time for a refresh.

• Are you using a blog to drive traffic to your site? Chances are you don’t have new book content regularly. You need a blog to keep readers interested in your site and to encourage them to visit regularly.

Social Media Sites: These should complement your website.

• Use them to advertise events, new books and blog posts.

• Your sites should look similar (your branding: colors, images, photos, etc.). Make sure readers know it’s you.

• Link to posts and pages to drive traffic to your website.

• Make sure you spend some time each week following new accounts and commenting on others’ posts. The social part of social media is key.

• Start your social media platforms before your book is published. It takes a while to build up a following. I focused on one site a week and worked to build my following.

• You need to post regularly. Readers want to be informed and entertained. Graphics, videos, and posts that spawn discussions attract more attention.

Newsletter: This is the marketing material that you own and control. If your social media sites shut down or ban you, you have no way of contacting your readers.

• Use this to advertise events, books, and blog posts. Recycle content from your blog.

• Make sure the branding matches your website and social media sites. You want a unified look.

• Try to be consistent when sending out your newsletter. Decide the cadence that works for you. Weekly may be too much, and annually may not be enough.

• Have a sign up feature on your website. Remind your folks on social media to sign up for your newsletter.

• Start building your email list before your book is published. Collect names and email addresses.

• Readers want to be entertained and informed. Look for ways to have interesting comment that appeals to readers of your genre.

15 Ideas for Social Media Book Marketing Posts

What do I post on my social media pages that isn’t the same old same old '“buy my book”? Here are some ideas to mix it up a bit:

1. Design a graphic that invites reminds readers to recommend your book to their book clubs.

2. Find non-bookish hooks in your book and advertise the connections to folks with similar interests. For instance, my sleuth Delanie Fitzgerald lives in a Sears Catalog House from the 1940s. I found several fan groups online, and one featured my book in their club’s newsletter.

3. Create graphics that highlight real places in your novel.

4. Make a post that has your book cover and the key information and invite people to recommend your book their library.

5. Highlight or introduce readers to your minor characters.

6. Make a post that features the animals in your story.

7. Find a website (like brownielocks.com) that has a calendar of fun holidays. Find several that relate to your book and create a post.

8. Create an announcement that’s eye catching to post a few days before your newsletter goes out and include the link to sign up. (Play up on the FOMA - ‘Fraid of Missing Out.)

9. Think of five or ten things about your character and make a series of memes to introduce him or her to your social media audience.

10. If your main character has a hobby, highlight that in a post. If he or she cooks, post a recipe.

11. Take pictures of yourself doing research or visiting real places in your book. These make fun posts.

12. Take pictures of your pets with your books.

13. Ask readers to send you pictures when they see your books in “the wild.” Collect these and make a collage of where your book has been.

14. Take your book with you on trips and take pictures of it in different locations.

15. Collect reviews and quotes from readers about your books. These make good graphics.

What would you add to my list?

Why Authors Need an Information Sheet for Each Book

When you start to market your book (or series), you are going to have to provide a lot of different kinds of information for book tours, blogs, podcasts, and other promotions. I create a Word document for each book with all the information that I know someone will ask about. That way, when I need to respond to an email, send publicity information, or do a post on social media, everything is in one place.

Here’s what I include:

• All ISBNs for the book

• Back cover copy

• Biography

• Elevator speech for the book (1-2 sentences to describe the story)

• Any tag lines you use

• Links for purchase on a variety of retail sites

• Summary of the series

I also keep an electronic file handy of my headshots and book covers in different sizes. I have a file of graphics that I created in Canva and Bookbrush for different seasons that are sized for a variety of social media platforms. I like both of these creative packages because I can depict the book in paperback, audio, and ebook for the graphics.

Having all of your book information organized will save you time when you’re responding to marking requests.

Do You Have an Author Logo?

You are your brand. I think authors need a logo. It helps identify you and your writing on your website, social media posts, blog, and other communications and promotional materials.

There are quite a few graphic software packages with templates that will help you create one. There are also work-for-hire sites and graphic designers that you can pay to create one for you.

Here are some things you might want to consider about your logo:

• Choose colors and fonts that reflect your writing style.

• Make sure you have different file types for your final logo. You’ll need a high-resolution version for printed materials. You’ll want some smaller files, too. You may even want a black and white version.

• If you plan to use your logo on different backgrounds, you’ll need to have one that has a transparent background.

• Make sure all fonts/text in your logo is readable at different sizes.

• You may want to have logos created for different sizes. If you try to enlarge a tiny logo to fit a large space, it often gets pixilated or jagged. I usually make a tiny one, a standard one, and a large one with a higher resolution for print items.

• Test your logo designs with your electronic sites and print versions to make sure the colors and fonts look the way you want them to look.

What else would you add to my list?