Blogger: Janet Kobobel Grant
Figuring out how to market effectively is one of the biggest challenges for writers. That’s where Hub Marketing comes in.
When you set out to market something, the first step is to set your goal(s).
For those of you who blew right past this point as being so obvious that it’s eye-rolling worthy, pause a minute. It’s surprising how seldom this step is actually taken. Stop and really decide what you want to achieve with your marketing.
The most likely answers for writers are:
–Make people aware of my most recent release. Note: “Sell your most recent release” is your goal only if you’re wanting to sell copies through your website and other venues. Most traditionally-published authors have little power to actually sell copies; that’s what the publisher does.
—Build my blog readership. Or Increase blog readers’ engagement. Or Increase blog subscriptions.
—Increase e-newsletter subscribers.
–Gain friends/followers/likes on a specific social medium.
Many of these goals are aimed at accomplishing something bigger that’s outside your control, such as increasing book sales, obtaining an agent, or getting a publishing contract. Be sure to set goals you can attain.
Next, employ Hub Marketing to create your marketing plan. I call this marketing concept Hub Marketing because it creates a picture in your mind of how to organize your marketing campaign. Think in terms of a wheel (a Conestoga’s or a Jaguar’s or a Harley’s–whatever appeals to you). The hub of the wheel is your goal. The spokes are the various marketing efforts that lead to your goal.
So, as the diagram below shows, if your goal is to build blog readership, you must drive people to your blog from other social media and using a variety of other techniques.
By thinking in terms of hub marketing, you focus on your goal and how to pull every marketing possibility into the wheel as a spoke. This keeps you from thinking of Facebook, Twitter, YouTube, and even your home page as separate entities, some of which you “get” and others that mystify and defy you. Instead, they all are viewed as part of the wheel, and you become directed in how you’re engaging in each one.
If you can’t figure out how to use a wheel spoke to achieve your desired result, go back to that medium and see how someone else is using it to achieve what you have in mind. Or use a search engine to lead you to blogs that spell out, step-by-step, how to turn a social medium into a wheel spoke.
What goal are you trying to achieve? What next step do you need to take along the way?
How to create a social media marketing plan that really works. Click to tweet.
Setting attainable marketing goals for a writer. Click to tweet.