An active author platform can often be the difference between poor sales of your book and making a living with your writing. The main parts of your author platform are your writer’s blog, a newsletter, social media (Twitter, Facebook and Instagram). You will want to write proposals, queries, and manuscripts, do interviews both online and in person, and go to conventions, book fairs and other writing events. All of these activities can be overwhelming to any author, no matter if you are an aspiring author or a pro with many novels on Amazon. It is a fact that maintaining your platform takes constant work.
There is a solution to taming the platform workload. It is called automation, scheduling and following a routine.
No Wasted Ink, as of this writing, has a blog following of around 1800 and a twitter following of 25 thousand. Each and every one of these followers was found one at a time and added organically to my lists over the course of five years. I am doing the same with my new quarterly newsletter and Instagram account. Both are small in subscribers since they are new, but in time both of these new legs to my platform will improve.
I’m often asked how I built my large number of followers. It is mainly by providing consistent and quality content to my readers. No Wasted Ink provides book reviews of classic science fiction and fantasy novels, interviews new up and coming authors, has a list of writer’s articles every Monday that I curate by hand, and original articles and poetry. It is all offered up for free to anyone who wishes to follow. In addition, I have links to my writing, both free stories that are published in online magazines, and content to purchase such as novels, novellas, and anthologies that I am a part of. I consider my writer’s blog to be the cornerstone of my author platform.
I am active on social media. Every post on No Wasted Ink creates a tweet on twitter to inform my followers that there is a new post to read. I also post a link on my Facebook Author Page. This is done automatically by WordPress for me. For key posts, I will often follow up with additional tweets, one a day to my feed for a time span of two weeks. I create these tweets on Hootsuite, a free service that I use to schedule tweets and Facebook posts ahead of time.
Another service that I use to supplement Twitter is a free service called Triberr. I have joined a number of “tribes” there and offer to promote other writer’s posts in exchange for their promoting my posts. By doing this cross promotion I gain two things. An easy way to queue additional posts to my twitter feed so it is not all about me. I select articles from fellow writers that I feel would be of interest to writers or readers of science fiction or fantasy. This fleshes out my twitter feed and makes it more interesting. I also gain access to other author networks for my own posts. On average, all my interviews and guest posts gain around 60 to 80 retweets from my various network connections.
An important thing to remember about Twitter is that you need to cull your follower list from time to time. I do a culling of people that do not follow me back or who have not tweeted anything in at least six months from my follower list a few times a month. I use various third party platforms to locate these tweeps and prune them. This allows me room to add new people that might be more inclined to read my tweets and respond to my messages. By doing this, although my list of followers is large, they are all very active.
Having a Facebook Author Page is important, but I don’t view it as a platform for sending messages to followers. I like being there because most people expect you to have a Facebook presence. It also is a great place to host an online book launch, post your upcoming live events, or do a Facebook Live video. For me, Facebook has been a great place to network with fellow authors, magazine editors, and publishers of anthologies. Most of the places that I publish my short stories and poetry to have been found by networking on Facebook.
I know that all of this can seem to be overwhelming. And sometimes it is! However, it doesn’t need to be. Scheduling your time is the key to handling the social media marketing. I schedule myself two ways. The main way I do my marketing is to do a short session in the morning and in the evening, each no more than 15 minutes. Yes, I sometimes set a timer. In these sessions I will do any of the following:
* Write a blog post
* Draft an email newsletter
* Research articles for my Monday link posts
* Write a Facebook status or Twitter update
* Take an Instagram picture and upload it
* Comment on a blog post on another author’s site
* Share another author’s book, on a social media platform
* Update my website or blog in some way
* Draft a query letter to a magazine on a subject related to your book
* Create an image on Canva with a reviewer’s blurb on it and Tweet it
* Create an image on Canva of a quote from your articles and Tweet it
* Write a thank-you note to a book reviewer, librarian or bookseller
* Load up future tweets to promote new blog posts
* Write up a call for new authors to interview
I also have one other social media work session. It happens once a year in the week between Christmas and New Year’s Day. This is normally a “dead” week for business. All the Christmas shopping is done, people are home with their families and not all that much is going on retail wise. Yet, there is this full week of time available. I schedule this week to do my annual blog scheduling. During this week I will create all the holiday posts for my blog and schedule them for the following year. I find quotes to post on Facebook and schedule them to post for the next year. I finish setting up my editorial calendar for the next year and make sure that all my regular posts are scheduled in my Filofax with a check mark drawn in for when I complete and schedule the post. I tend to work in six to eight-hour shifts during this week, devoting most of my work time to marketing. At the end of the week, I toast the New Year and go back to my usual 15-minute sessions.
Now it’s your turn: share in the comments. What are your favorite—or most effective—quick marketing tasks in your author platform?