Social media marketing is often presented as the be-all and end-all of marketing efforts, especially to those of us who are independent writers and publishers.
No, it isn’t! The problem is that the presentation of it to us is painted in broad strokes using a massive brush. It’s over-generalized. It has to be broken down into components. Here is my social media campaign for A Path of Stones, the results, and my observations.
I have four social media outlets: Facebook, WordPress, DeviantArt, and Twitter. The first three exist because I like them, and I’ve been active on them for years. Twitter is simply an exercise in mercenaryism because I still don’t understand what a novelist is supposed to do with a mere 140 characters (besides kill them — a George R. R. Martin joke). Between the four sites, I have 600 friends, followers, readers, and fans.
I began marketing A Path of Stones on those four outlets on January 15. By book release day, February 15, everyone knew I had written and published a novel. The likes, shares, and retweets were phenomenal. The majority of my friends, fans, and followers were behind me. A month later, here are the sales results:
All those ePub sales were through the Apple iBookstore, a marketplace that I have absolutely no control over. It was a last minute decision when Lulu offered it to me as part of an expanded distribution.
If likes, shares, and retweets translated into sales, I would have made enough by now to buy a car.
Those numbers look dismal! It looks like my social media campaign was a failure. Not necessarily. Let’s look beneath the numbers and at each of the four sites.
My Facebook presence is divided into two parts: a personal profile and an author’s page. My friends on my personal profile are old high school friends, college friends, fraternity brothers, friends I’ve made in Texas, and the core of an old LiveJournal forum that stuck together after the forum folded. The majority of the followers of my author’s page are the same people. Most are younger than I am and have children. They don’t have much discretionary income, and the ones who do are not necessarily fans of fantasy fiction.
My fans on DeviantArt are mostly other 3D artists, and those who like Frazetta-inspired images of buxom women playing with swords. They put the fanatic back in fan. But they like art, not necessarily words. If I had published an art book, I’d probably have sold 50 copies that first day.
WordPress and Twitter are made up of the same types of folks, writers and artists who band together to learn from each other and support each other. Not all of us like fantasy, and those of us who do may not take a chance on a freshman writer’s first novel. If I had written a book on self-publishing, it would have sold like crazy between WordPress and Twitter alone.
So, it would seem that my social media marketing fell flat solely because my market isn’t represented in my four sites. That is not something that is reflected in the generalized statement of using social media marketing for sales success.
There is a way around that. I could join several forums and Facebook groups specifically designed for fantasy fiction. Then, I could plug my book. I can’t do that. Not only is advertising against the rules of most forums and groups, it’s also poor manners. I’m mercenary enough with Twitter. If I am going to aim my social media marketing deliberately at a specific target, I’d join it, become part of the group, get to be known, and stay silent about my book for at least six months. Then, I’d mention it in an off-handed way, such as “You know, I wrote a book on just that very thing. Maybe you’d like it.” That is a possibility; I just haven’t explored it yet.
Going back to the likes, shares, and retweets for a moment. I received more of those for my “I’m published!” posts than any other at any time. The attaboys sure felt good. Encouragement is worth its weight in gold.
In no way am I discouraging you from using social media marketing. I’m simply saying don’t be disappointed if it appears to generate little to no sales.
Now, all that said, I can see where social media marketing works in an outstanding manner for certain groups. Niche writers for one. Say this blog were about the life of a childfree middle-aged pagan man writing in a college town (it actually is, but imagine if that were the focal point). Over the years, my readers here would reflect similar lifestyle tastes. If I wrote a book on that subject, based on my blog posts, and offering twelve new chapters never seen on the web, it would sell and sell well. In fact, that’s exactly how some best-sellers are written.
The same goes for the Millennial generation. I know a few 20 year olds, and they have more than 3,000 friends on Facebook. They are a collective group of young people. If one posted “My new novella comes out today,” 1,000 of their friends would buy it immediately. That’s just how that generation operates. Mine is different. We Baby Busters are loners. We believe if we can’t make it on our own, we don’t deserve to make it (which is why my Kickstarter campaign was so stressful). Two totally different mindsets. I may pick on Millennials, but I admire their optimistic communalism and I hope it never disappoints them.
The campaign for The Fires of Tallen Hall will no doubt be more successful. I’ve noticed a trickling increase in traffic here, on Facebook, and on DeviantArt. In fact, twice now, someone found this blog by searching for my name, and once someone searched for The Fires of Tallen Hall, which appears only at the end of A Path of Stones as a “to be continued in …” line. That tells me the readers of the ePub edition got curious. They will come back. They will tell their friends. Their friends will visit. They will bookmark this page, and my website. That is called the “soft marketing” approach — word of mouth. To my way of thinking, it’s the slowest, but the best.