On today's episode we talk about:
Aaron: [00:00:15] Howdy, guys. Thanks for tuning into another episode. Christian's laughing at me. I'm just going to keep rolling with it. Whether you're riding your bike or in your car or wherever else, thanks for listening to this podcast. Today is going to be awesome. If you are an aspiring author or maybe self-publisher, this episode is for you. We're talking about how book authors can use Facebook advertising. A few things we're going to cover are how to sell your books, how to grow your email list, and promote live events or book signings all within Facebook advertising and hopefully for a decent price.
Christian: [00:00:51] Hopefully. I mean, you've got to admit that Facebook is just a powerhouse when it comes to advertising, and it's just probably one of the greatest advertising platforms out there.
Aaron: [00:01:04] It's very undervalued. I will say this- Preface this with saying that a lot of people think that since Facebook is cheap that you can- like a cheaper alternative that you can just spend a hundred dollars and be successful, and I'll just preface that with saying that probably not going to happen that way. But we're going to talk about some strategies that maybe you can get some great results with spending a little with very little money to promote your book. So the first thing is to sell your book. You know, you have this book. You want to get it to as many people as possible, and your resources or probably what you've been doing is reaching out to a bunch of friends, family, maybe you gave some free copies to people to get to kind of read about it, but you just are having trouble selling the book. One thing that you could do with Facebook is offer- giving away the book for free. So it sounds crazy to sell your book on Facebook and then give it away for free, but one strategy a lot of people use is to give away the book for free. Have them pay for the shipping and just getting it into as many people's hands as possible, and then just doing like an upsell afterwards. So without going crazy in-depth with this, you could sell the book, give it away or give it away for free and offer the free shipping, but as soon as they purchase that, try to sell them on something else. So maybe that complements the book or maybe they order two books. So A, it's a business book or it's something that's going to benefit her friend, get another book for half off or something, but you know that if they purchased it for that free shipping, you have an option to send it maybe to a friend. Like if I give out a book- Actually, I did this with Christian actually. There was a Seth Godin book, and I bought five copies of them. And it was a better deal to buy five of them than it was to buy just one later. So I bought five for like fifty dollars or something, and they're normally like 40 dollars a piece when they were going to sell. And so I got five of them. I gave one to Christian and gave one to another friend, and then I sold the other two and made my money back. But the point was that Seth Godin did a great job of just getting it out to as many people, and then I promoted it for him because I showed it to Christian, got it in more hands. But then I talked about it on social media, and I think that's the big thing with your books is that if it's good and you get it into more people's hands, they're going to share it with other people. And you're going to get more sales because of that as well.
Christian: [00:03:24] Right. And giving it away like you're also, in essence, building an audience right there which you can later use to target in the future or even create lookalike audiences from that initial batch of people who got it for free. And also you don't even have to give your whole book away for free. Some people do-
Aaron: [00:03:44] Like excerpts. Like the first three chapters.
Christian: [00:03:47] Yeah. Maybe even half the book or something, but yeah, you can definitely get creative by selling your book directly with Facebook ads. Now as far as- I guess I talked about, you know, that e-mail lists and look like audiences. I guess the other thing would be just to sort of cold target, you know, a demographic that you know that's going to like and want that book.
Aaron: [00:04:10] Right. So the biggest thing with advertising, and if you guys have listened to a few episodes, we'll just continue to go more in-depth with just hopefully giving you tidbits of information about advertising, but the most important thing on advertising other than your creative which is like your video or your image that you're going to try to sell with is your targeting. So figuring out who is your audience. So if you're writing a business book, you can't just target business owners and entrepreneurs. Who is your book really going to affect or really going to work with? And niche down to that, or so I've been told lately that it's wrong to say niche. It's niche. Niche.
Christian: [00:04:46] Niche.
Aaron: [00:04:47] Niche. I say that because Christian says it wrong, and so now I've been saying it's niche. Niche down. But yeah, targeting audiences. You can do things like off of interest, and you have that cold audience as well. So you want to start as warm of an audience as you can, creating a lookalike audience on there. But if you can, go to a cold audience and just put this in front of them. If you have an entertaining book or I mean a video to kind of engage them, that will be a great first step, and then you could retarget them based off of the percentage that they watched the video. That may be or may not be a more complex strategy, but it is very possible to do that.
Christian: [00:05:26] Yeah, and technically if we backtrack here, this first strategy that we gave you is to sort of just sell your book directly to your customers using Facebook ads. Another great way that book authors can use Facebook advertising is to grow an e-mail list, and if you're a book author, I mean, you probably need to get on some other avenues as far as, you know, maybe some webinars or maybe creating some other content or blog posts or even, I don't know. Maybe some plugins or something. So definitely have different avenues of revenue, and creating ads to grow your email list is a great way to eventually, you know, sell them, you know, your book. So right away when you're doing Facebook advertising to grow your email list, that's just a great way to build the initial audience even before you even have a book. You know, even before you're an actual author.
Aaron: [00:06:24] Right. I was thinking if you used ads to grow your e-mail list, you could be thinking about prepping people to say like hey, this is the book that's coming out. You know, get on this waitlist. You know, a certain percentage of people are going to do that, but you may be able to give something that kind of works along with the book. So maybe like a checklist or like people love doing this quizzes that are- What are they called? The Myers Briggs or something. So those types of quizzes. We're still going on that business book avenue, but like a Myers Brigg quiz to kind of figure out like hey, maybe what kind of entrepreneur are you? What kind of business owner are you? And you know, they answer that quiz, and you give them the answer, you get their e-mail address, and then you can target them later with a book that kind of goes along with that. So you build it there, and if you don't get them, say for example, you did get a good chunk of e-mails from doing a quiz or offering people to be notified beforehand. You can create audiences from your e-mail list and use that as another avenue of warm audiences to generate more leads or generate more business from people who are just like the ones who want to purchase your book the first time.
Christian: [00:07:29] And this is different from- Because I mean, technically the first option that we talked about which is sell books directly, that's more of- Because obviously, Facebook has different types of ads that you can pick and choose from. That first one that we talked about is more of maybe clicks to the website, clicks to a landing page. This collecting email addresses is more of lead generation ad.
Aaron: [00:07:53] Right. It's actually technically called like conversion. So you could do lead ads on Facebook was what Christian was talking about, and it's a landing page on Facebook and send them there. Or you could send them to a website with the intent of like a conversion, and that's like to collect those e-mail addresses. So yeah, they are two different objectives. So that is important when you're setting that up is to figure out what the end goal is there. If you just want more people to get to your website to make that decision or if you want them to convert. So one other thing is when you really have a successful book launch or as you're really trying to get it out to people is having a live event or doing like a book signing. Book signings are great if you know you have friends and family, but you can promote your event on Facebook and say look, I'm offering these books for a great deal, great price here but I'm also going to sign it. So if they got say, for example, like Christian said, they got the first half of the book. They loved it. Now they're going to, you know- Maybe they got the full book, and they want to go meet you afterwards and get the book signed. I know that I did that. I was on a- What was it? A kind of wait list, and like I think it was in April. The book didn't come out until September, and I met them at like a Barnes and Noble. We're not saying that you had to be at Barnes and Noble. It just happened for this one, but it was like a huge wait. And then at Barnes and Noble, I got the book, and then I hadn't even read it yet. But I got the author to sign it which, you know, it's free. It doesn't take that much time, and it just puts in that extra effort that people really like to have because I would love to have all my books, you know, signed.
Christian: [00:09:27] Exactly. Now if you're doing a live event, would you go with an event on Facebook or would you try to do some Eventbrite or use some other third party? Is there a difference?
Aaron: [00:09:41] Right. So I think the best route to go is to create the event on Facebook but then link it to an Eventbrite because Eventbrite does have the ability to track whether or not somebody's been there. And with Facebook in the last month or so you actually can target people. So for example, you targeted people who are interested in going to your event. They said they were interested. You could run an ad specifically to them saying like hey, I know you're interested in the event. Like you know, switch the interest over to going, and then you could run a different ad for people who said that they're going saying like hey, we can't wait to see you. Just as though- Like with most people who filed events, you can kind of relate. It's like if you put interested, it's a maybe, but probably you're not going to go. If you put going, you're more like a maybe, and it's like a 60 percent chance you actually are going to go. So running those last initial ads to say like hey, you know, if you switch that from interest to going, we're going to incentivize you by saying like hey, you'll get a book and, you know, you'll get something else like an audio book or whatever.
Christian: [00:10:42] Free e-book.
Aaron: [00:10:42] Yeah, free ebook or something just incentivize them to go. So I would do a Facebook event, and then they purchase the tickets or like they purchased the voucher. Like even though it's free, they get something off of Eventbrite.
Christian: [00:10:57] Gotcha.
Aaron: [00:10:57] So I mean, there's a lot that you can do with a book or selling your book, getting your book in front of a lot of people. It doesn't cost a bunch of money, but I think the big investment here is to figure out your audience, create a video, at least at the very least create a really good image of you and the book, and put that in front of the right people, and then go after these strategies that we talked about here which is to give part of the book away for free. Maybe the whole book away for free. At least try to grow your email list beforehand. If not, at least whenever they're making the purchase. Collect that e-mail address, and then always follow up with a live event, or, you know, if you're really doing well, like creating it as an e-book or like you're listening now. Audio book is becoming really, really popular. That would be- You'd be going above and beyond if you had an audio book and could sell the audio book. Give away the regular book, and then sell the audio book. That would be a great strategy. So anything else, Christian? Got any-
Christian: [00:12:00] I don't have anything else.
Aaron: [00:12:01] So he hasn't sold- He hasn't started authoring any books yet, and I haven't either. So maybe when we write a book, we'll have some more insight for ourselves too.
Christian: [00:12:10] Yeah, sometime in the future.
Aaron: [00:12:12] All right. So besides going to check out our book in the future and giving us your e-mail address so we can market our books to you later on Facebook, we appreciate that for you to just put those e-mails just like in the comments somewhere, but make sure you go and subscribe to our podcast. We talk about local businesses specifically and just helping them try to grow, and if you've liked this podcast, listened to three or four episodes, please leave us a review. We'd love to have some more reviews. We have one. Shout out to the one person. We don't know who you are. Overtime. He said it was a great podcast. So we appreciate him and get special shout out, but go leave us a comment. You'll be on there, get some exposure because there's only one of them right now. So we'd love some more, and make sure you share this with a friend. This doesn't have to be an actual author. This could be somebody who wants to self publish and just trying to get their book out there to as many hands as possible.
Christian: [00:13:05] Yeah. That was good. That was great.
Aaron: [00:13:07] All right. We'll see you guys next week, or you'll listen to us next week.
Christian: [00:13:10] Yeah. Listen.
Narrator: [00:13:14] The Marketing Natives podcast is a production of BitBranding.