Introduction – : Build Your Community to Increase Book Sales
When embarking on your writing journey, defining your niche audience is an essential first planning step. A niche audience consists of individuals who share specific interests, needs, or demographics that resonate with your book’s content. Understanding and targeting this group allows you to tailor your message directly to those most likely to embrace your thought leadership, purchase your book, and be interested in your services.
The Power of Niche Audiences
One of the things new authors struggle with is writing for a specific niche and thinking that by doing that, they will limit book sales. When in fact, the opposite is true. I’d like to share an example of the power of niches using the adult coloring book genre. I follow an artist, Johanna Basford, who creates adult coloring books, one of my hobbies. I find coloring a great way to relieve stress and exercise my minimal artistic creativity skills. Plus, I can use a lot of the same supplies purchased for my paper crafting hobby. If you like whimsical images, check her out. All her books are on Amazon. I’m currently enjoying her latest – Rooms of Wonder.
How many people are interested in adult coloring, you might ask. According to the research firm, WordsRated, the adult coloring book category ramped up beginning in 2015 to around 12 million units per year. Johanna Basford just posted on her Instagram account that she has sold 25 million copies of her coloring books in the ten years she has been in business as a solopreneur. Her books typically sell for $10 -$14 each, so that is major! From my observations, one of the big keys to her success has been creating a community of fans and followers who love the type of art she creates. Her author platform consists of the following:
- A website (johannabasford.com)
- A Facebook Business Page (https://www.facebook.com/johanna.basford)
- An Instagram Page (https://www.instagram.com/johannabasford/)
- An Email List
Community Building with Social Media
In addition to the author platform pieces Johanna owns and manages, there have been several fan groups created on Facebook where book owners share their coloring pages. Social media platforms are invaluable tools for connecting with your niche audience and building an engaged community. Start by identifying the platforms where your audience is most active. For instance, many of my clients write books as industry experts. For them, Linkedin is probably where their ideal readers hang out. Some of my clients write memoirs that focus on themes such as dealing with trauma, life lessons learned, or children’s books. For those topics, Facebook and Instagram might be better platforms.
You don’t have to post multiple times per day or spend hours on your chosen platforms. Share valuable content related to your book’s theme, offering insights, tips, and sneak peeks into your writing process. Engage with your followers, respond to their comments, and ask questions to encourage conversations. I’ve noticed that Johanna posts two or three times per week now. Perhaps she posted more when she first got started, but she gets thousands of likes on each post. By fostering a sense of community and making your audience feel seen and valued, you’ll inspire loyalty and enthusiasm for your upcoming book. Here are some ideas you can adapt for your book:
- A cover reveal along with a question about which content topic they’re most interested to read about.
- Celebrate a milestone in your journey, such as finishing a difficult chapter. Share your motivation for writing the chapter and what you hope readers will gain from it.
- Post something about the book’s format. Do you include quotes in every chapter or bible verse? Share why you decided on that format and invite fans to comment with their favorite quote or bible verse and what it means to them.
- What’s going on in your life besides writing a book? Do you volunteer at a shelter, visit kids in the classroom, attend or speak at workshops in your subject area? Share pictures and describe why you’re passionate about them.
- Create a video discussing your book’s content and how it will positively impact readers’ lives. This type of video gives your audience an opportunity to connect with you on a personal level, building trust and interest. Invite viewers to take action, such as pre-ordering your book or joining your mailing list.
If you’re just starting out on social media and don’t have a large following, consider purchasing ads to boost a post and reach a broader audience.
The Influence of Email Marketing on Book Sales
While social media is essential for community building, email marketing remains a powerful tool for direct and personalized communication with your readers. According to Hubspot, the return on investment for email marketing is a staggering $36 for every dollar spent! Encourage your social media followers to subscribe to your email list by offering exclusive content, like bonus chapters or author Q&A sessions.
Once they join your list, nurture your subscribers with valuable content and updates on your book’s progress. Going back to Johanna, when you join her mailing list, she specifically sets expectations on frequency with this message: “Sign up to my (rather sporadic but always charming) Inky Email Newsletter & get your free copy of my adult colouring book, Flourish.” I recommend sending your newsletter monthly, but clearly, this approach is working for her.
Authors who maintain regular communication with their subscribers are more likely to witness a surge in book sales during launch periods. As your community eagerly anticipates your book’s release, they become your most fervent advocates, spreading the word to their circles and amplifying your reach.
Conclusion
In today’s competitive literary landscape, finding a niche audience and cultivating a dedicated community is crucial for an author’s success. By taking inspiration from other authors in your field of interest or better yet, someone in a different genre, you will be able to harness the power of social media and email marketing to connect with your readers on a personal level.
Remember, building a community not only boosts your book sales but also creates a support network of fans and followers who believe in your message. So, take the time to understand your niche audience, engage with them through social media, and nurture their connection with your book through email marketing.
As you embark on your journey as a published author, know that building a community is not a one-time effort; it’s an ongoing conversation that will shape your author business and inspire others for years to come.
