Having a large following on Facebook is a fantastic asset for an author, but in order for your following to truly serve purpose, you have to send your followers over to your website/blog and turn them into readers.
This step is often overlooked in social media marketing, but it’s the most important one!
This week’s featured Social Caffeine ebook is 10 Commandments for Authors on Facebook. Inside this ebook, you’ll find our top tips for succeeding on Facebook as a writer, including how to get more likes, how to engage your fans, and how to turn fans into readers.
After April 12, the book will go back to its regular price of $2.99.
Just in case you’d like to try before you “buy”, here’s an excerpt:
Turn Your Facebook Page into Traffic and Email Subscribers
HINT: Your Ultimate Goal Should Be to Drive Traffic Back to Your Site.
You must create a flow of traffic from your blog to your Facebook page, and vice versa. In order for this to happen successfully, you must offer valuable content and vibrant discussions that help your audience get more of whatever they’re passionate about. Focus on quality over quantity at all times.
Here are the bricks to have in place in order to drive traffic from your Facebook page to your business website/blog:
Link to Your Website/Blog in Your About Box
The box beneath your profile photo should have a link to your platform with a call to action. In her About section, author Anne Chaconas shares that her debut novel is coming out in the fall, and encourages her readers to check out an excerpt.
If you use too many characters your About information may fall off the page. Since your website link is typically the last item mentioned, make sure you stay within the recommended character amount.
Place Distinct Calls to Action Throughout Your About Page
This is especially critical for authors who have multiple titles for sale, and specific sections of their website they want to attract their Facebook followers to.
Use More Multimedia Content (Photo, Video, etc.)
Facebook knows the importance of effective visual content, which receives more notice than textual information. They’ve given you the opportunity to increase your exposure through your cover photo, larger thumbnails, and unique apps. So why not use these extras to your advantage?
Many cringe at the thought of putting themselves on video, but it’s one of the most enticing content mediums available. The videos you share with your reader aren’t going to be submitted to Sundance, so breathe easy. Keep your videos short and sweet, and use them to encourage reader engagement. Video offers more of an emotional connection than any other content medium. For example, you could let your readers post questions, and you could respond with a personalized video answer. Your efforts will be greatly appreciated, and you’ll keep your titles in the minds of your readers.
Personalize Links to Your Blog Posts and Other Content
Many people use automated services such as NetworkedBlogs to automatically post links to their latest content on their Facebook feed. While this saves time, it’s impersonal and not as effective. The extra step of creating an enticing heading to go with your blog post link really goes a long way. End your blog post announcement with a question, and you not only personally endorse your latest post, you also encourage user engagement. Ask them for their feedback, since they’re the reason your passion continues to thrive. They’ll appreciate that you care, and will more likely read your content and respond. Win-win!
Social media guru Amy Porterfield also suggests to not be afraid to post a blog post or content link more than once; you can extend the life of a post by promoting it several times while it’s still considered fresh content. “Just remember to mix it up: use a different image and a different teaser… the fact is, people’s media streams are busy; sharing content once per post isn’t going to cut it.”
Use the Pin and Highlight Features (But Don’t Overdo It)
Pinning or highlighting a post should be used to feature the content you want to receive the most traffic or if you’re announcing something about your business; therefore, you don’t want to abuse these features. Otherwise, your followers won’t see the posts as being as important as they are.
For example, Jody Hedlund highlights the positive comments left by her readers to show her appreciation.
Avoid Using Your Facebook Brand Your Ultimate End
Facebook is an important part of your online marketing strategy, but it’s not the only strategy. While you can use Facebook as a primary way to build traffic and community (personally, I receive most of my blog traffic from Facebook), it’s important to cater to your audience on as many platforms and through as many content mediums as you’re comfortable with.
Use Facebook as an enhancement of your overall book marketing strategy, not a one-stop solution.
How to Use Facebook to Generate Leads
It won’t matter how many fans you have on your Facebook page if you don’t utilize your following properly. If you’re not using your page to effectively drive traffic back to your blog and/or using it for lead generation – signing up for your newsletter or RSS feed updates, purchasing your books, or participating in your online contests and giveaways – your efforts are a waste. With the amazing number of opportunities Facebook now gives to make lead generation a reality with their Timeline format, the time is now to get your social media efforts in line.
Use Your Branded Facebook Page for Lead Generation
As an author, you must wear many hats, and one of those is a marketer’s. Whether you’re on the hunt for a traditional publisher, or are self-publishing, you must continue to be creative with your promotional efforts, and consistently build your fan base.
Before getting creative, start by implementing the basic, effective strategies, and this is where your top three tabs come into play.
Ways you can leverage your page and turn your likes into leads include:
- Welcome Page. Similar in scope to the About page on your blog, to welcome new and returning readers, and help them learn more about what you have to offer them as an author.
- Contact Page. Turn your Facebook followers into readers by making it easy for them to privately contact you.
- Freebie Page. Offer a free gift to your Facebook followers that will entice them to buy your titles.
- Event Page. If you’re participating in book signings and writing-related events, you can spread the word to your followers to participate.
- Newsletter Page. Whether you encourage subscribers to your blog updates or to your newsletter, an opt-in page that encourages new sign-ups is crucial for conversion.
- Contest/Giveaway Page. An online ballot for contests and giveaways you’re hosting and/or online coupons for your books.
- Fan of the Week Page. A page that features one of your super fans to show your appreciation for them, and simultaneously help to build connections amongst your readers. A little appreciation goes a long way, and will help to encourage more engagement on your page.
Every tab you create must give your readers a sense that activating your app, they’ll be given something of value to inspire them in some way. You can take your teasers a step further by offering a 45-second video that lets them know “in-person” what they’ll receive for signing up.
It’s an added personal touch that shows you truly appreciate their camaraderie.
Have Opt-ins for Your Email/Newsletters
No matter the topic of your page, you should always include an opt-in form somewhere on each of your tabs to subscribe to your updates. The point of your Facebook page is to build a fan base of loyal readers, so you must be clear about where you want to send them.
Facebook will make it easier for your audience to find you and buy your fantastic titles. There’s no better way to enrich your readers even further than through the creation of a stellar Facebook fan page, and there’s no better time to do so than right now.
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