You know that content marketing is important to developing and growing your business as a self-published author, but how do you move forward with a strategy that really works?
The key is to set small, clear, purposeful goals that will bring you closer to your ultimate goal of selling more books. That’s the way to develop a winning strategy that allows you to build a booming business.
Aspects of your marketing plan should focus on these five essential marketing goals for self-published authors.
Attract new readers to your marketing funnel.
One goal every self-published author should have at the top of their list is to continually attract new potential readers.
Running a successful promotional campaign to sell your books relies on creating a system that attracts well-qualified leads and guides them straight into your marketing funnel.
Content marketing is the perfect vehicle for every stage of the process.
- The first step is to develop content that your ideal customer really wants to read. Through that piece of content, you gently lead them to a landing page where you can capture their email with the promise of delivering more amazing content.
- The next step is to deliver more interesting content on a regular basis. This helps deepen your relationship with your audience and lets them know that you have their best interests at heart.
- The last step is to use even more content to turn your potential customer into a buyer of your book. Once you’ve succeeded in turning a potential customer into a loyal fan, the chances that they will buy your before and after book posts increase exponentially and the conversion process becomes much easier.
It is important to remember never to sell hard or try to pressure your reader to sign up for your list or buy your book.
Content marketing is about providing your potential customer with the right content and great information that they can use to decide whether or not what you have to offer fits their needs.
Continuously creating engaging content virtually guarantees that you will keep your marketing machine well-fed and running, leading to more and more sales of your books.
Get the attention of search engines.
Every good writer knows that as you create content with the intention of wowing your readers, the focus should never be on search engine optimization.
In the past, keyword stuffing and unnatural-sounding exact match sentences worked well to make pages appear at the top of search engine results.
Unfortunately, this led to many people being severely disappointed by the monotonous content that didn’t really answer their questions in an entertaining, educational, and interesting way.
Today, the ultimate goal of search engines is to provide search engines with the best possible content, and they have made changes to ensure that is possible.
This means that when creating content for marketing purposes, your main goal should be to make sure you meet and exceed the needs of your potential customers.
The better you can figure out what your audience wants and deliver it to them, the more love you’ll get from search engines. Over time, this translates to more traffic, more landing page conversions, and ultimately more sales for your books.
Generate a report with your audience.
A fundamental truth of doing business in today’s world is that people differ from those they know and like.
Consumers are now smarter, have more information to help them make decisions, and have more shopping options than at any time in history. What this means is that traditional marketing has been reversed and the ball is now in the court of your prospects.
If they don’t know or like your brand and your products, you have a better chance of winning the lottery than of getting them to buy something from you.
The easiest way to get around this dilemma is to acknowledge that your prospects are real human beings and not a nameless, faceless bunch that you just want to buy, buy and buy from.
If your goal is to be successful in selling self-published books, a very important goal should be to constantly build and deepen the relationship you have with your audience with every piece of content you publish.
Empathizing, understanding their needs, providing value, and contacting them on a regular basis are all effective in achieving this.
Discover new opportunities for future projects.
As an author, you are always exploring new ideas for future projects and manuscripts that may be your next best seller.
The good news is that if used correctly, content marketing can dramatically boost your inspiration and bring in a stream of new ideas and opportunities to develop future writing projects.
An important goal to set with your content marketing strategy is to experiment regularly, focusing on discovering exactly what your readers would like to see more of from you.
You can also use the response to your content as a tool for research and to discover valuable information.
Pay close attention to your audience’s reaction to different types of content and to various topics and discussions in your niche. Read comments and measure likes, shares, and click-through rates.
After publishing several pieces of marketing content, you will start to notice patterns and discover new opportunities.
Your content marketing efforts could also lead to new strategic partnerships to promote your books alongside other authors whose audiences are similar to yours and are therefore likely to be receptive to your offers, and vice versa.
So another aspect of this goal would be to keep an eye out for these kinds of collaboration opportunities.
Build a loyal fan base.
Attracting a steady stream of new prospects into your marketing funnel should be a primary goal of every self-published author who wants to be successful selling their books. However, putting all your focus on attracting new prospects to your funnel means leaving a ton of opportunities on the table.
Countless studies show that when you sell a product (like your book), you get most of your income from a relatively small percentage of your total customers. This is the 80/20 rule in action.
In the long run, you can expect about 80 percent of your sales to come from about 20 percent of your customers.
Another way of looking at it is that it is easier to get someone who has already bought something from you to buy again than to convert a new prospect.
This means that focusing on deepening loyalty with people who have already bought your book is just as, if not, even more important than developing content to attract new leads.
One of your content marketing goals should always be to provide existing customers and fans with an amazing experience that encourages them to search for you and your books whenever they want a literary boost.
An added bonus is that building a loyal fan base makes it easier to attract more quality prospects without having to do any additional marketing.
Word of mouth is the most powerful method for growing a business.
By delivering valuable content and products to your fans, you make them active ambassadors, promoters, and champions for your brand.
Keep these five essential goals in mind as you create and execute your content marketing plan, and you’ll be well on your way to more leads, more fans, and more book sales.