The Answer Every Author Needs to Hear
No, you don't need social media to sell books
I’ve been digging into the most-asked author marketing questions recently here on Substack. These are the questions I hear in Unstuck appointments, in coaching calls, on online forums, and Facebook groups. One question, that I’ve talked about more than any other question here is:
“Do I actually need social media to sell books?”
I’ve said it before, but I will say it again: No.
Before we get into why, I think it’s important to understand the feelings and thoughts behind this question about social media. I’ve heard it from new authors who don’t have social media profiles and from seasoned social media pros, burned out from social media. In both cases, the idea of taking on yet another task after all the work of writing and publishing just feels like a mountain they don’t want to climb. And believe me, I get it. I’m old enough to remember a world before we felt required to share every celebration and life update through phone apps instead of phone calls or dinners with friends.
The reality is, you can exhaust yourself on social media and still have flat sales.
So, why does everyone say you need social media?
First, it’s because platforms like Facebook and Instagram used to be more helpful. They used to encourage small businesses like an author, to set up accounts and they would actually promote them by showing your content to your target audience. Then they got stingy and started showing your content to fewer people. I think something like 10 percent of your followers actually see your content now and organic reach is at about zero. Now, it’s a strictly pay-to-play environment. If you want to find a new reader on social media, you have to run ads. And even that’s changed significantly because now you need to run LOTS of ads.
It’s the tail wagging the dog.
Social media has trained us to perform for algorithms in order to connect with readers. It decides who sees what, so you don’t control your reach. Initially, social media was just glad we were there and the algorithms were happy to show your content to new readers! Now, we’re creating content based on what the algorithm has determined is best, not what’s best for your target reader.
What’s the alternative to social media?
I’d like to give you permission to imagine a world without social media for a few minutes. What’s an author to do if they decide to cut the virtual cord and abandon social media or go against the fray and not even begin setting up their socials? For those who don’t and those who do use social media, this is what I do see driving sales:
Podcast appearances. Not just any, but podcasts aligned with your reader. Where your people hang out and want to hear about what you’re doing. Don’t forget, this requires shout outs to the podcaster and sharing those appearances for maximum exposure.
Targeted ads (Amazon, BookBub). This isn’t for everyone, and I get that. But this is important. Ads matter and ads sell books.
Live events (signings, speaking). Start small with a signing at your local bookstore, library, or senior center (remember, go where your reader is.).
Strategic partnerships with other authors. Some genres are better at this than others, but there are usually opportunities to share newsletter and blog audiences successfully. You’re not competitors, you’re expanding audiences.
Blogs that drive traffic, especially on a platform like Substack where the platform itself promotes you. Substack is a great place for new readers to find you. Don’t tell me you don’t know what to write about when you’ve already written a book.
Email lists. After your book, an email list is probably your greatest professional asset. Use it wisely. Use it consistently.
Let’s talk about consistency a little. This is the real secret sauce to any marketing success. If you try something for a week and throw up your hands because you didn’t become a New York Times best seller in that time, don’t tell me marketing doesn’t work. It takes years of consistency to become an overnight success. That other author you’re watching, measuring yourself against, has been working nights and weekends to get where they are. Keep going. That’s not to say you might need to adjust or stop something and work on something else. Marketing is fluid and should always be adjusted based on things like trends, your goals, and your audience.
Successful marketing also requires lining up complementary activities designed to expand your reach. Using one tactic alone, like blogging, is going to take you longer to expand your reach than blogging and sharing a snippet of your blog in a newsletter. But don’t get overwhelmed. Do what works for you. Master one task and move on to the next.
I’m not telling you to not use social media if it is working for you. It legitimizes you as a real person, it improves your SEO, and can be used to share and expand your other marketing efforts. Just think about it professionally, not personally, and be consistent.
Ready to build a marketing plan that actually fits you? Click here to book an Unstuck appointment and let’s figure out what works for your book and your reader.
Lynn brings her more than 30-years experience in small business marketing, publishing, and multiple best-selling author campaigns to her Substack newsletter. She helps authors build and grow their platforms to reach their unique marketing goals through private coaching, non-fiction consulting, and done-for-you marketing programs. And all this, through her computer, in her little lake house in rural Pennsylvania which she shares with her husband, son, and two fluffy companions, Kaiju and Bella. Learn how to work with Lynn here.