Free Call for Self-Publishing Success Academy has some pretty valuable information on what direction authors should take in trying to publicize their books. Social media is still a tool for exposure, but it shouldn’t be the primary focus anymore. With the social media companies now public, they have to answer to share holders. This means, an author either has to pay or have a substantial following to get noticed. For example, Facebook will only show 3 to 7 percent of posts for a page with less than a 1,000 likes.
Even if that “restriction” wasn’t in place, there is still a lot of noise to fight through on Twitter and Facebook. There have been days where I go to either site and think “What’s the use?” when I see everyone else posting links that promote their books or their FB page. Sure, I’ve gotten likes on my page, but I still have no reviews based on what I’m doing by straight advertising. Besides, there is a tipping when advertising becomes annoying.
Book promotion is about building a community around the book. Effective marketing has a high return on investment. Sharing excerpts, holding contests, and giving away freebies is the short-term and, low ROI way of book marketing because of the time, effort, costs, and limited amount of material involved. Showing others the person behind the book and their knowledge and experience creates a longer lasting and more dynamic experience. Once the expertise is bought into, then the sales will come. Here’s a few things to try:
Each book and author requires a different marketing plan because each pairing is different. If everyone did the same thing, it would just become noise very quickly. Share any ideas or websites that might help anyone seeking publicity in the comments.