About Me
Wednesday, February 22, 2017
Good morning fair reader! Well, the promotion is going
slowly but surely. With no list and no leadup, I managed to generate 25
downloads on the first day, and I’m looking to triple that today. So, in the
interest of giving you some ideas of how to move your book from flatline toward
the first sale, here is the anatomy of my campaign.
I start with
Massplanner as my hub
I’ve mentioned it before but it’s the central pin of my
entire operation. It allows me to be promoting while I’m writing this. It gives
me the ability to create a network of “people” that share my posts and links.
It’s great.
Massplanner is an automation dashboard that works
differently than any other automation tool. It allows for the use of multiple
accounts to share content across a wide variety of social media outlets. I use
five Facebook surrogates, accounts I have logins for that allow me to post my promotional
information through them. (I didn’t tell you to make a second Facebook account,
just so we’re clear, wink wink)
These accounts are also linked into blogs, Google plus,
Pinterest and more. When I set up a campaign, one post might be shared by five
people across a half dozen platforms.
So, here were my
results from yesterday
First, you need to hack your Amazon traffic. You can’t KNOW
how many people visit your sales page, Amazon will not tell you. But, if you go
to Bitly.com you can create a custom, shortened (great for Twitter) trackable
link that will count not only the number of hits, but the sources of the traffic.
Use your Bitly link exclusively when promoting to allow you to calculate your
promotional CTR and conversion rate.
·
I shared my promotion in 130 places yesterday,
including about 100 Facebook groups for book promos, and readers.
·
From that, I got about 85 clicks on my link, so
2/3 of the groups (approximately, no way to know this for sure) earned me at
least one click, I’m sure some were more effective and some got 0.
·
Out of 85 clicks on my link, I earned 25
downloads, or about a 30% conversion rate, again, not bad for starting from
zero.
Promoting to lists of
locations will help you fine tune your strategy
I create promotional lists of groups, profiles and pages that
I want to post to, that way I can see which parts of my campaign are the most
effective, so that I can repeat them again and again. The lists that don’t bear
great results can be edited and tweaked to improve the conversion rate. I also
make sure I am serving the same content to all of the lists of locations to
make sure I am comparing apples to apples.
So, how long does all
of this take?
The set up is the most time consuming part. Gaining access
to profiles you can use, then inputting them, and adding them into your promotional
groups on Facebook, Google Plus, etc, is the most time consuming part. Once
that’s done, campaigns take very little time to set up and zero time to run.
·
Use images whenever possible and mix them up. I
use book covers, but I also create illustrations of various aspects of the
story. Any program you use to create ads or memes will work for this, I use
photoshop.
·
Make your text fun, funny and engaging. Lure the
reader in. Make them want to comment, or click on your link. One line that gets
some good response for me, is to guarantee double money back on free downloads.
It always gets comments and clicks.
·
Whatever tool you use to automate your campaign,
input your posts and choose the locations to send them to, then start it up and
get ready to respond.
Make sure you engage
with the audience.
If someone comments, or shares your promotion, like their
comment, or post. Comment in return. Ask questions, engage them in
conversation. Posts with conversation are more likely to catch attention and
will rise to the top of the group newsfeed.
·
Use your surrogate accounts to like and comment
on each other’s posts. You can start a conversation with yourself if you’re
creative, making it appear there is even more interest. This always draws a
crowd.
·
Be polite, even if someone is rude. The audience
is watching your response, if you manage to defuse a heckler, they will be on
yours side. If someone is harassing, simply delete their comments, rather than
responding in kind.
·
Commenting and liking also makes posts appear in
your notifications on Facebook, giving you even better tracking over the
conversation.
Don’t be afraid to
claim credit for rankings!
Amazon has split the rankings between free and paid
downloads. Don’t lie, but when you reach the top ten in ANY category, screen
capture it and promote it! People like success. They like things that are
perceived to be popular and the more you promote your success, the more others
will be willing to share and promote it too. They want to be associated with
winners. Be one!
One more tool that I
used on this campaign to date
Sign up for Copromote. It allows you to boost a Tweet or
post so that other users can retweet, or share your content. It expands your
audience and gains you new followers. I’ve only used the free version, but I
have a friend that swears by the premium version as well.
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