How to Use Facebook to Build Your Author Brand
Writing a novel is like fighting a lion.
Only… you have no weapon or armor, you only have one arm and one leg, and you’re actually fighting ten of them. Yeah. We think that pretty much sums it up…
BRANDING VS MARKETING
It’s important that you learn the difference.
Marketing (at least in our eyes) is all about telling. It’s about telling people about your book; telling people how good it is; telling people that they should absolutely buy it – right now. Marketing is you going out of your way to spread as much awareness as possible.
So what is branding? How is it different?
Well, in many ways… but the key difference is the way it plays out. When you build a great brand, you don’t have to tell people that your product or service is great – they’ll tell you. When you build a great brand, you let that do all the talking.
Think of it like showing vs telling in writing. Marketing is telling; branding is showing. But still, just like in writing, both have their time and place. It’s just that in most cases, you should dedicate your time to building a brand.
AND NOT JUST ANY BRAND
A genuine brand.
The number one reason most people aren’t cashing in on social media is because they think they need to become or act like something or someone else. That’s just not the case. And you should never employ this sort of strategy on Facebook, either.
It’s about being you.
Don’t overthink your content in terms of what you’re pushing out for the world. That’s the first thing you need to wrap your head around. There’s only one golden rule when it comes to content, and that’s don’t be a link-spammer. No one wants to see book link after book link.
Ninety percent of your content shouldn’t contain a single link or call to action. What you should focus on instead, are the people who are consuming the content. Is it good for them? Does it serve a purpose for them? Is it entertaining? Informative? Insightful? These are the things you must think about in terms of content.
Content is the way to win on Facebook. So the two things to remember about content are: be genuine, and don’t be a link-spammer. If you remember those two things, you’re off to a great start.
AND SPEAKING OF STARTS…
We understand that Facebook is about the hardest place to build a following – especially if you’re building (as most of you are) from the ground up. Instagram and Twitter are easier to break into because of hashtags and the community diving aspects. That much is true.
You should never count Facebook out. In fact, in authorship, it’s a fundamental part of your success. That’s all because of the sharing feature. All it takes is one post – just one of your many daily posts (and there will be many each day!) – to gain a little traction and get shared around.
From there, you’re off to the races.
USING FACEBOOK ADS
The best thing about Faceboook ads is that right now, they’re hugely underpriced.
You can reach thousands of specifically targeted people for just ten to twenty bucks, and because of this, we would advise running one to two ads per week. And if you have the ability to own a device that lets you read this post right now, you can spare twenty to forty bucks per week. If you can’t, stop buying expensive coffee on the way to work and make your own at home – problem solved!
We know what you’re thinking right now. You can’t wait to run lots of ads and get your book all over Facebook for the world to see, right? Wrong. You’re not going to link-spam in your ads either. Why? Because link-spamming is never a great tactic. You might get away with advertising your link once in every ten ads, but for the other nine, you’re going to focus on running ads based on your content.
You’re going to directly advertise your content to the people who are interested in writing and the types of books you write. The number one rule in selling something to someone is that first, you must have their attention. Giving them a link (something they see every single day in Facebook and other social media ads) probably won’t achieve that. So instead, you’re going to give them a slice of you.
When advertising your content, you’re promoting yourself. That’s the key thing here. You’re the writer; you’re the brand. And if people can relate to, gain knowledge or entertainment from, or just generally enjoy you as a person, they’re going to feel way more compelled to purchase your work.
IT’S ABOUT YOUR INTENTIONS
If you act like a link-spamming robot, that’s exactly what people will see you as. They’ll think you’re just another writer who tried their hand at this because they’re hungry for some extra cash.
People don’t want that.
They want to purchase books from people who are passionate about what they do; who love the process of creation and are devoted to it entirely. People want to read books that are written from the heart and soul. And if all you do is spam, that is the last message you’ll push out.
You need to make sure that the passion you have for this journey comes across in your content. The only true way to do that is to make posts that are true to you and every aspect of the process. Don’t ever feel as though you have to put on a front. Just be real about your life and everything that transpires.
And most of all, don’t be a link-spammer!
Because sure, running ads and writing posts that contain links may sell you a few books over a short-term period, but building genuine connections and a loyal following will sell you a lot of books for life.
A Professional freelance ghostwriter and editor from Northumberland England with professional experience in ghostwriting and editing. He's dedicated countless hours towards bettering himself and as worked on multiple books. Experience working with different genres over the years.
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