by Ben Zackheim | Jan 1, 2016 | Book Promotion, Sell your book, Writing |
If you’re a writer and you’ve wanted to try Facebook advertising for your books, then check out this great graphic… straight from the horse’s mouth!
It’s such a concise breakdown, it makes me wonder why they can’t be this succinct with the Facebook interface. Haha. I’m laughing at my joke, which makes one of us.
But let’s break it down from a writer’s perspective:
Tie your text to your visual – I love this advice and I’d imagine you do too. Us writers love to be told to tie stuff together! The point here is that the image and the text should not be isolated. Tell a story. Flex those storyteller muscles.
Create different ads for different people – It’s a lot of work but it’s necessary. Identify your audience and then break it down further to find strata of that audience. For example, Facebook will allow you to identify people who love your genre. But you can also break them down into people who love your genre who are also parents of kids with ebook readers.
Speak to your audience – For every large swath of audience type, craft your ad for them specifically. So for the general Fantasy fan, include an image of your cover. For the Fantasy fan who loves to use her Kindle, show the cover displayed on a Kindle Fire. When you identify the audiences, don’t just write the same copy for all of them. Use words that will stand out for them. For the Fantasy loving Kindle owner, mention Fantasy, Kindles and even if the book is free for Kindle Unlimited customers. Does that make sense? If not, let me know in the comments!
Be recognizable – This is your chance to identify yourself to your potential customer. Use images that have consistency. Think about putting a logo on your images. Have a strong voice and a call to action that’s all yours. For example, my ads for the Camelot Kids usually include, “Armor up with The Camelot Kids!”
Keep it short and sweet – Want them to buy? Why should they? Want them to sign up for newsletter? Why should they?
Stick to one call-to-action – At the end of your ad building you’ll be asked to choose one call-to-action. This will give you a button inside the post that reads “Buy” or “Download” or “Sign Up”. Everything you write and every image you post should drive people to the action you want them to take.
Mention price – Specifically, mention the regular price and the current lower price ;-)
Include timeframe – My favorite is “For a limited time”.
I have only one thing to add and it will save you a lot of money. Do not rush the copy for your ad. It’s SO easy to be in the middle of crafting an ad on Facebook when, all of a sudden, a wave of excitement crashes over you. In a way, it’s similar to posting a regular post on Facebook! You can’t wait to see how people respond, right? Big mistake. Preferably, you should write the ad and choose the image even before you start crafting the ad on Facebook.
Do you use Facebook to advertise? How’s it going? If not, why not? Let us know in the comments!
by Ben Zackheim | Jan 13, 2015 | Writing |
The basics of social media fluctuate around the edges. Use your real voice, be useful and go heavy on images when you can. But if you look at the list below you’ll see some essentials that are harder to spot.
The basics of social media: Facebook
* Consider making a Fan page for your work. This means you can keep your personal separate from your professional connections. Yes, you can still promote your work from your personal page once in awhile (just don’t make a daily habit out of it).
* Put up a great pic in the header with the following specs: 851 pixels wide by 315 pixels tall on PCs. Loads fastest as an sRGB JPG file less than 100 kilobytes. If it’s more than 100k it will get pixelated!
* Share other posts and Like other pages. This will help people see your taste and influences.
* Post every blog post on Facebook as well. You can link to the post or post it in its entirety, depending on what you want to get out of the post.
* Add pictures whenever possible. Generally, people prefer images to text.
* Use Facebook Insights! This is available only to Facebook fan pages, not personal profiles. The insights will tell you what’s working and what is not.
* Contests are a wonderful way to get new followers. Use Giveaway Tools at http://giveawaytools.com/ and enable their Facebook tab feature, which will place the contest on your Facebook page.
* Post often about what’s going on, but don’t forget to ask questions, too.
The basics of social media: Twitter
* You get 140 characters for your bio. Use it well. Engage, amuse and throw in one or two hashtags to show what you’re all about.
* Snag a Twitter handle that resembles your brand/story. This will make it more memorable.
* Post a large-rez image for the twitter profile page. Use a great profile pic. Here are the dimensions:
Profile pic: 400 x 400 px
Cover photo: 1500 x 500 px
* Twitter will continue to drive people to use their profile pages so be ready if they flick the switch and make it a primary destination!
* Be nice. You can challenge people, but be respectful too. Same rules that apply to a party, apply here.
* Pin your best tweet to the top of the profile page. Here’s how:
Go to your profile page.
Find the Tweet you’d like to pin and click the ellipsis icon (•••).
Select Pin to your profile page.
* Use hashtags for your events and deals. This will help you track interest.
* Use Hootsuite! It’s a great app that lets you schedule tweets ahead of time. It also lets you follow “conversations” in their own tab. So you can follow the hashtag #infographics (for example) to see what people are saying about that subject in real time.
* Use a link shortener. These are the shortened urls that you see sometimes that “hide” the long string url. Hootsuite uses its own shortener AND it gives you access to the metrics behind that short link.
* Retweet often. You’ll find buddies this way.
* Always give credit by mentioning “via @[Twitter Name]”
* If the person who follows you shares your interests then follow back.
* Twitter is getting more visual so feel free to share images of your own and others’
The basics of social media: Blogging
* What do you bring to the table? Focus on posting about your interests, NOT what you think people are interested in reading. If you just focus on what other people are looking for then you’ll run out of inspiration after a week.
* Plan your posts a full month to one year ahead of time. By doing so, you remove the arduous task of deciding what to write about! Use a calendar to track your content plan.
* Be genuine. Your voice must be your own for it to stand out. People can spot fakery and casual-contrarians from a mile away.
* Post regularly! The kiss of death is silence. Yes, the pressure is on. You can do it.
* Don’t put Share buttons everywhere, just put them in one or two obvious places.
* Use your blog as a tool to grow your fanbase by offering the option to subscribe to your blog. This way people will get an email whenever you update the site. You can put the subscribe button in an obvious place. Every blogging platform offers a version of this feature.
* Every post must have a large title (H1), a smaller sub-title (H2) underneath and preferably some bullet points within the post. This is how people browse a post AND it’s how Google scans your page.
* Guest bloggers are waiting to post on your blog. Ask around. They’ll bring their fans with them, too.
* Guest post yourself. Find new fans by sharing your work with new people on other blogs.
* Pay attention to comments! Answer quickly and give it some thought so people know there’s a real person on the other end of the keyboard.
* Pictures, illustrations, animations. VISUALS! VISUALS! VISUALS!