Wednesday, August 5, 2020

Target Your Marketing by Ane Mulligan

In today’s publishing world, we have to do more promotion for our books. But who should we be trying to reach? Readers, of course. Okay, you knew that. But exactly who are these readers?
Writers. They're voracious readers.
Book club members. Book clubs are growing around the world.
Senior citizens; they have more time now.
Women (they buy 80% of all books)

Where do we find them? Social Media. Websites for readers. Writer’s associations. Local civic clubs/groups.

Social Media
I use Twitter, Facebook, Goodreads, Pinterest and Instagram. Facebook, Twitter and Goodreads are my favorites, because I see an increase in followers each time I post. I target my Facebook marketing to the reader groups. Always use proper social media etiquette and promote others twice as much as you do yourself.

Websites for Readers
There are several, but my favorites are Goodreads, The Book Club Network, and review blogs. These are for readers, not writers. It's a great place to find readers and TBCN is for book clubs. I've picked up a few book clubs and a lot of reviews from giveaways there.

Writer’s Associations
If you carefully choose the authors whose blogs you ask to add to your blog tour, you can gain readers. Here's the deal: I write women's fiction. Ronie Kendig, while a dear friend, writes military thrillers. I won't glean many readers from among her fans. I try to stick to women's fiction and romance authors’ sites.

Yeah, I hear you shouting that you read all kinds of genres, but before you use me for an archery target, hear me out. We only have so many hours for marketing. Are you going to aim at a site with a few thousand readers of your genre (we pick up about 3-7% of those readers) or a site where you might only realize one or two new readers? Yeah, I thought so. Target your social media and your blog tour.

Senior citizens
Here's an entire generation who reads. Target them through websites, churches, service clubs (like Kiwanis), libraries, senior centers, parks, and even the grocery store. Make business cards with your book cover on one side and the back-cover copy on the other, along with a link to Amazon or your website. Leave them everywhere.

A word for email/newsletter marketing
Email marketing is gaining ground. According to @PublishingPush on twitter, "For every $1 spent, $44.25 is the average return on email marketing investment."

Remember though, if you do an email newsletter, use a service like MailChimp or Constant Contact. Several offer free newsletters to up to 2,000 recipients before they charge you. These services offer instant opt outs for the recipient. At every event where you speak or do a book signing, have a newsletter sign-up sheet, because it's illegal to send newsletters without permission and an opt-out.

Who should we be trying to reach? via @AneMulligan #SeriouslyWrite


Ane Mulligan has been a voracious reader ever since her mom instilled within her a love of reading at age three, escaping into worlds otherwise unknown. But when Ane saw PETER PAN on stage, she was struck with a fever from which she never recovered—stage fever. She submerged herself in drama through high school and college. One day, her two loves collided, and a bestselling, award-winning novelist emerged. She lives in Sugar Hill, GA, with her artist husband and a rascally Rottweiler. Find Ane on her website, Amazon Author page, Facebook, Twitter, Instagram, Pinterest and The Write Conversation.

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Southern women may look as delicate as flowers, but there's iron in their veins.

While the rest of the world has been roaring through the 1920s, times are hardscrabble in rural South Georgia. Widow Maggie Parker is barely surviving while raising her young son alone. Then as banks begin to fail, her father-in-law threatens to take her son and sell off her livelihood—the grocery store her husband left her. Can five Southern women band together, using their wisdom and wiles to stop him and survive the Great Depression?