Write Wise Tips: Understanding Digital Marketing for Authors
By Carolyn M. Walker
Last time I discussed the importance of marketing for authors. Today, I’m going to talk about the many digital marketing options that are available and the most useful for authors. So, what is digital marketing?
In a nutshell, digital marketing is the marketing and advertising of your products or services via the internet or any other digital medium.
With the rise in mobile marketing, that includes tablets, e-readers, and phones as well. Digital marketing comes in many forms. Let’s take a closer look at each of these different types of digital marketing efforts.
Search Engine Optimization (SEO)
One of the oldest and most successful types of digital marketing to this day is Search Engine Optimization or SEO. This type of digital marketing focuses on driving organic traffic to your website. These are those who visit your website because you showed up on a search engine result (like through Google or Bing). SEO works to get you as close to the top of that search results list as possible. The higher you rank on it, the better. 94% of clicks in a search result come from SEO or organic listings.
Pay Per Click Advertising (PPC)
This method of digital marketing is exactly what it sounds like. You pay per ad to get clicks (visitors) to your website. It is the use of temporary ads that are used to drive traffic to your website. This incudes ads that you might find online such as “sponsored” links or click ads. PPC is the exact opposite of SEO in that it is not organic. Rather, it prompts or entices people to visit your website. It is also one of the few types of digital marketing that is short term. With PPC, your ads dictate traffic, so when it ends, so do the visitors from that ad.
Social Media Marketing
When it comes to building lasting relationships with your followers, Social Media engagement is the way. With the rise in mobile usage, social media has taken off at lightning speed. Social media marketing is an excellent way to get exposure and connect with readers and followers. It requires continuous interaction to get the most out of it. This includes engaging directly with your fans and followers, sharing information, and building trust. Popular social media platforms for authors are Facebook, Twitter, Pinterest, and Instagram. Depending upon how complex your campaign is, YouTube, LinkedIn, and even Snapchat have weight in the right circles. Brand awareness is a key objective with social media marketing.
Those looking to get more sales of their product and “convert” followers into customers can benefit tremendously from Email Marketing. This personalized approach to followers is a great way to generate leads and spread the word about your brand and product. This is why Email marketing is called a powerful marketing channel. An extremely effective way is to send regular correspondence to email subscribers in the form of updates, newsletters, giveaways blurbs, notifications, and other exciting news related to you and your brand! This style of digital marketing lends an exclusive element to outreach efforts and quickly helps to nurture a relationship between you and your audience. Email marketing must be done right and it requires a careful approach to avoid over-promoting to your audience, which can drive followers away.
The concepts behind content marketing have been around for years but the all-inclusive approach through digital marketing is still fairly new, when compared to other digital marketing efforts. Content marketing works to reach and keep followers. It combines the most powerful parts of digital marketing, working them in tandem for lasting success. When done right, it is a harmonious combination of SEO, digital PR, and social media, centered around high-quality content. It also considers target audience behaviors and their user experience (UX) online.
Each of these types of digital marketing have their own unique benefits. Authors should try many different approaches to find the right combination that best suits their needs. Next time I’ll talk about ways to utilize digital marketing as an author.
Till next time, write wise!
About the Author
Carolyn M. Walker is a California native and lover of all things literary. By day, she is an experienced copywriter, editor, and marketing consultant. By night, she is an author of thrilling original fiction. After earning her Bachelors in English Literature and Psychology, she wrote her debut fiction novel, Immortal Descent, releasing April 2018. Aside from writing, Carolyn is also passionate about art, food, travel, history, and music. She now lives in sunny Florida with her family.
You can read Carolyn's "Write Wise Tips" column on the 1st Saturday each month here at Pandora's Box Gazette.