How to Avoid Author Marketing Disasters
Disasters can be horrible. They are even worse when you are in the middle of them. Unless it is an act of God, usually you can avoid disasters in your life, especially when it comes to marketing your books.
I cannot tell you how many times I watch authors in the midst of their own marketing disasters that have them wanting to quit writing altogether. They rush headlong into marketing and find themselves in a hurricane. It is not a pretty sight and can be demoralizing.
Here are a few marketing disasters most authors can avoid if they are listen to a word of caution.
Rushing - Take Your Time
Don’t rush into your marketing or rush the marketing. Take your time. It is very important because when you rush, you shoot yourself in the foot. Big decisions such as this should never be rushed into.
Research every marketing strategy before you start using it. I don’t care if the most famous author said it was successful to them. It might not be right for you right now. Take your time and research it.
Also, this will protect you from scams. Research so you don’t walk into something and hand over your checking account. You’ll regret that for many years to come.
Following the Crowd
Everyone wants the success of someone else. If one process worked for those authors, it stands to reason it will work for you. Despite that logic, it can actually be the worst decision you make.
Why would it be wrong to follow the crowd? The reason is the crowd. Think about it. You are in a crowd. Who can see you? There is very little you can do to stand out when the crowd is so thick. Move away from the crowd.
Who started the movement? Someone who stepped away from the crowd and found a new way. The crowds then shifted to the more fertile grounds. Now those grounds are too crowded again. Stop following the crowd.
Focusing on the Money
Too often an author gets so caught up on how much marketing costs that they end up doing only the free venues. While you should always look into those and try them out, limiting yourself to them will hurt you in the long run.
Ask successful businessmen if they had to spend money to make money. The answer will nearly always be yes. If you are too focused on not spending money, you'll miss some great marketing opportunities. You don't have to mortgage your house to pay for great marketing opportunities. You do need to conduct research and not just rush into any marketing ventures. Watch the money, but don't let that be the only factor you use in deciding not to try new marketing ideas.
Yes, in today's world we expect immediate results. If we try a marketing venue, we want to see an increase in sales that very week. When we don't see those results come in quickly, we give up and go back to doing what we were before that didn't show results either. Giving up is a big mistake.
Marketing usually takes weeks or months to see the results. According to FRACTL, it takes about six months: "Unless you already have a large audience, on-site content usually won’t produce immediate results. It takes time for content to start ranking in search, which means it will take time for people to start finding your content.When you consistently publish content that both people and search engines find useful, you should start to see results around the six-month mark. At that time your site’s metrics should reflect increased traffic and search rankings." Inc.com said that "Your early-stage results (in the first 12 months of your campaign's development) will help you start to break even, but in my experience, it takes a little longer to yield a consistently positive ROI."
Giving up after a few weeks is not a good idea. You have to be willing to wait it out and be willing to monitor and tweak your marketing as you go.
The Wrong Audience
Marketing is not a matter of just sharing links or buying an ad. By doing it that way, you are just throwing your product out there and hoping someone sees it. That is not how successful marketing is done. You have to be very deliberate in how you market. That means you need the right audience.
The wrong audience will ignore your marketing attempts. Sharing a romance book in a group that is for non-fiction history books will get very little results if any at all. You want to make sure the right people are seeing your marketing. Otherwise, you are wasting a lot of time and money.