An ideal way to build your book business is by using one of the most popular social media websites available today. Facebook can allow you to increase the number of visitors to your book’s e-commerce page, and it may even help you turn that traffic into profits. But there are some dos and don’ts to this process that you need to be aware of.
Here’s an online advertising expert who can teach you some best practices where Facebook ads are concerned. And here are a couple other tips regarding Facebook marketing in general.
Avoid Being Too “Salesy” in Your Primary Marketing
Of course, you want to get others to buy your book(s). That’s the ultimate goal here. But overtly asking for the sale day in and day out is the wrong approach on Facebook. Remember, most users who log onto this platform are looking to connect with others in a meaningful way. They’re looking for useful information; so, you need to provide that first and foremost. Once you’ve won their trust by sharing valuable content on a consistent basis, then they may just click on that e-commerce link to purchase your book.
Research Your Audience
Trust takes time. There are so many tools on Facebook that will enable you to find out why people are on there in the first place. What are they looking for? What do they want? Knowing this will enable you to determine if these individuals want something you have to offer them. More importantly, you’ll be able to find all the people who are interested in the keywords related to your book’s topic matter and speak to them in their buying language. (For more information on the different buying languages you might use, I recommend this marketing book.)
Image is Everything in Advertising!
If you want to catch someone’s attention with a Facebook advertisement, it’s best to include an eye-catching image in your ad. I like the phrase our expert, Jeff Usner, uses in his YouTube video; he refers to Facebook advertising as “interrupt marketing” which is the opposite of what blogging is. In a past blog post titled “Blogging for SEO: A Cost Effective, Unintrusive Form of Advertising,” I discuss the greatest benefit of blogging. Where traditional advertising methods such as newspaper, television, radio, and billboards try their best to “interrupt” customers into noticing them, blogging appeals to the audience that is already in the market for your products/services. No need to try to interrupt anyone to gain their interest; if they are typing in those key words to try to find you, it’s because they are already interested in what you have to offer.
Facebook advertising is more like traditional advertising. When people are on Facebook, they aren’t searching for you or your book in particular. They’re posting pictures, writing posts, and viewing the pictures of posts of their connections. So, in order to get them to notice you, you must interrupt them with a compelling ad. The best way to do it is with an attractive image.
You know what? Jeff Usner explains this one best. Check out his YouTube video.
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