This is the second in a series on marketing.
When writers start learning about how to reach their audience, they are told to build a platform across multiple channels to reach their audience. Then they get frustrated when no one appears to be paying attention to their posts, so they stop posting.
Even if you aren’t a writer, but especially if you are, you must keep putting yourself out there. I’m tired of the word “content,” but content is exactly what you need to be producing. You must do this whether or not anyone is reading at all.
Think about it. How many television shows barely made it through their first seasons before they got noticed and became runaway successes? I can think of a few like Seinfeld and Everyone Loves Raymond. How many were canceled only to be reborn because the supporters — and writers — didn’t stop working the system? Star Trek, anyone? How many authors started out unnoticed only to become successful a couple of books later? What if they had given up after the first or second book?
No one may be reading your first attempts, but no one will ever read what you have to say if it never exists.
Realize you are competing for attention among millions of other people. Nathan Berry writes (via Russell Brunson’s Traffic Secrets), “There is so much content being produced that we can’t possibly discover it all. So we wait for the best to float to the surface after time. If step one in building an audience is to create great content, step two is to endure long enough to get noticed.”
Each social media platform is idealized for different types of posts, lengths of posts, and frequency. The first decision you must make is which social media outlets best suit your style and output. You don’t need to be everywhere, and to do so will just eat up valuable time. A regular website should be your primary home. This is where all your information can be found, your longer musings, and all other sites are a gateway back to the homeland. Then figure out which handful of other sites can benefit your brand. They may become more active as far as posts go, but have somewhere substantial as your foundation.
So how often should you write on your internet platforms? Some recommend every day. I think it depends on the type of site: Your main page should be at least once or twice a week. Sites like Facebook or MeWe, four times. Instagram, also four. I don’t like sites like Twitter or Gab for authors. Too short and flippant. Also realize I am talking about your author sites. Keep personal stuff on personal pages. While your home website is a better place for expanded content, if you find yourself posting quite a bit on non-author\writing topics, start another dedicated page. Most sites allow you to write multiple posts and save them for later, or specify a predetermined time to publish. This lets you write multiple posts in one sitting and have days or weeks of content ready to go.
Don’t be spammy. No one wants endless “buy my book” ads. This is the old way of doing things. Document your process. Detail your passions. Tell your Story. You convince readers to buy your book by not telling them to buy it. Rather, show them why your Story is so amazing. I once had someone try to sell me a product by giving me all the stats and figures — technobabble. I understand all that, but tell me why you are compelled to use that product. How did it change you? As an author, you tell amazing stories. Show people the path into your Story and why it will change them.
As Virginia Woolf wrote, “…in order to make you understand, to give you my life, I must tell you a story.”
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