Now that we’ve addressed how to reach and interact with your target, the question now becomes how will they be affected? This can be done through a call-to-action, in which after your primary message is delivered, a clear CTA is delivered so that the user knows how they can easily continue to the next step.
If you are creating pre-release hype, the CTA can be to share the book, or enter a GoodReads giveaway by adding it to their “To Read” shelf. If you are simply creating awareness, the CTA can be to follow or use a hashtag you are trying to get trending. If your book is out, then the interaction can have a CTA to purchase the book.
It will be important to be responsive to your interactions. If one type of interaction is not working as you intended, adapt. Change the wording of your blog posts to have more organic search engine results with phrases that audience members may be searching for or looking at in their day-to-day. It may be that your CTA language is changed from “Buy the Book” to “Learn More,” to sound less commanding.
One very common advertising technique to use is called A/B testing, in which a singular ad is given two variations. The statistics of said variations are analyzed to see what type of advertisement users are interacting with more. While you may not be using direct advertising, you can do A/B testing in social media and blog posts. What happens with certain CTA’s to buy the book as opposed to learning about the author. Which posts are getting more likes, shares, and comments? Which Tweets are getting more re-tweets and favorites? Are there some that are getting absolutely no interaction? Take note of these and modify as necessary.
So how will your advertising and marketing affect your audience? Chime in with the comments section. The conversation’s always live on Twitter @ThomasAFowler, use the hash-tag #WritersConquest. As always, keep checking my official website for the latest updates. Thanks so much for taking on the Writer’s Conquest.
Missed any of our other marketing questions in the series? Find them below: