Blogger: Mary Keeley
This week socialmediaexaminer.com posted a new report, written by Suzanne Delzio, on the latest trends in social media marketing for small businesses. Because it is based on a recent survey in which almost 25% of respondents were solo entrepreneurs, I read it to glean information that could be useful for authors.
The author identified 12 trends from the survey results, and certain results within those trends translate to usable information for writers.
- Most of the respondents that want to reach consumers still use Facebook for their social media marketing. This makes sense for writers, too, because readers are your consumers. The prerequisite is that you are in fact reaching readers and not only other writers and friends. More than a third of the respondents reported that they don’t know if their Facebook marketing is working in terms of building their brand awareness and customer relationships.
- Ninety percent of respondents opined that social media’s top benefit is increased exposure, although admittedly this is hard to measure. Building loyal fans was rated the third highest benefit by a lesser 69% of respondents. This parallels what agents have known and publishers are beginning to realize, which is that soaring social media numbers alone on a writer’s proposal don’t necessarily result in a similar number of sales of the book.
- Seventy-seven percent of respondents rated increased traffic to their website as the #2 benefit of social media marketing. Clicking from social media to an author’s blog post or landing page might be the top benefit for authors. Don’t we all click to “read more” of a blog post or article almost daily?
- Instagram, Pinterest, and others are developing ad opportunities, but it will take several years of testing to know how effective they are. It will be interesting to see if they provide healthy competition for Facebook in the future.
- Of the respondents seventy and seventy-one percent respectively reported that blogging and visuals, such as photos and collages, were the most effective methods of engaging traffic through the platform that works best for them, while 57% use videos and only 10% use podcasts. Marketers said blogging delivers their most important type of content because it provides more of the information that researching consumers want to know before making a purchase. This reinforces what you have heard us say here before, that your blog posts should always relate to your books and your brand. They convey the information that attracts followers who may become loyal readers of your books via your author voice.
As the report concluded, “When every step you take is informed by research, your chances for success (and your confidence) rise.” You can read the whole report here.
Get in the habit of assessing the effectiveness of your social media marketing for your book. How else will you know if you are getting a return for your time and financial investment? Social media is one of the most cost-efficient marketing options but even so, do you know which one or two platforms are working best for you? Rather than trying to grow followers on multiple channels, focus on growing your following on those.
How often do you assess the effectiveness of your social media efforts? Which platform is working best for you? What types of social media marketing have been most successful for you?
Get in the habit of regularly assessing the effectiveness of your social media marketing for your book. Click to Tweet.
Respondents to a survey reported that blogging is their best method of delivering important content. Click to Tweet.