Are you an author wondering how effective Facebook Marketing For Authors is? Of course Facebook is a very useful Marketing tool, but for it to be truly effective, many factors need to be considered. This detailed guide will take you to each specific section. Specific steps from preparing small things to setting up more complex parts to promote your books on Facebook.
Table of contents
A Few Little Things To Get Started With Facebook Marketing
Basically, you cannot start anything without clear preparation. Facebook Marketing for Authors is the same. You need to do and identify the following to get started:
Identify your book’s topics
You should only focus on certain book topics that are relevant and are attracting many searches on Facebook. It’s not all kinds of books. It’s just a niche of certain genres. The most important thing here is that you need to start with certain types of books to progress to my next step.
Learn and classify Audience
As I mentioned above, after you have identified the main topics and book titles to promote on Facebook. Find out about the audience for that genre of book. You need to find out their demographics, gender, income, interests, and behavior.
These will be extremely useful to you in the future. It not only helps you create relevant social content. It also helps you target specifically with paid advertising.
To learn about Audience, you can use Meta Audience Insight (tool available from Facebook) or AdTargeting (3rd party tool). These two platforms are quite friendly to new users.
It gives you complete information about your potential audience, as long as you provide relevant keywords.
Join Facebook Book Groups
There are groups discussing books on Facebook, why should I join those groups? Because these groups will provide you with everything from the hottest book topics to the specific needs of customers when they shop for books. You can find a lot of things here. It could be potential customers, it could be someone’s case study, it could be information about the current book market on Facebook, it could be information from competitors, etc.
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Promote Your Books With Facebook Marketing For Authors
After reading and following my first basic steps above. You can continue with the content below. I will share with you the best ways to promote interesting books on Facebook.
Diverse content on Facebook Page
To start a business, you need to create a Facebook Business Page (https://business.facebook.com/) and make a clear plan for managing it. I want you to ensure that new content is posted regularly on the Page, the content is attractive and diverse so that customers do not get bored. Visit Meta Business Suite (https://business.facebook.com/).
To start managing posts on Facebook Page for Books. You can set a schedule and make sure the frequency of posts appearing on the news feed is not too frequent so as not to cause discomfort.
Focus on the types of content that your audience is responding to. Recently, Facebook Stories and Facebook Reels. Short videos and featured images are what audiences on Facebook are interested in.
Pay attention to the interests and behaviors of the audiences you learn about after doing my first part. Once you understand your customer’s pain point, you can also incorporate it into your Facebook content.
Facebook Ads for Authors
For authors with a stable budget, I recommend starting to learn and run Facebook Ads (https://adsmanager.facebook.com/). Simply because Facebook Ads is one of the most effective Marketing tools today so you can reach the audiences most suitable for your book brand. Custom targeting essentially helps you do that.
Targeting is the first important thing you need to know. It can narrow your audience so you can focus your advertising on them. Targeting on Facebook is based on demographics, gender, behavior, interests, etc. In addition to targeting, I want you to understand the following basics:
- Ad Objective: For the first phase of implementing Facebook Marketing for Authors, you should focus on improving views, interactions, and Page followers. Objectives suitable for the early stages of the campaign are Brand Awareness, Traffic, Engagement. Once you’re settled with a good following, start generating quality leads with Conversions, Sales, Leads
- Ad Type: It is directly related to Objective. It determines how your ad is displayed to customers. Can be Image Ads, Video Ads, Carousel Ads,
- Ad Placements: It also determines the level of interaction of the ad. Ads appearing on Newsfeed create naturalness and attract audiences. However, appearing unexpectedly is also a good way. As I shared above, Reels and Stories can be placements that create great engagement because they have been quite trendy recently.
- A/B Test: This is a useful tool to help you find high-performing ads. A/B Test helps you compare the performance of two ads. However if you do this repeatedly, you can find a ranking of the best performing ads to invest money in.
- Rent Facebook Agency Account: This is an advertising account rental service from SpeedX Agency. We design the most suitable solution for businesses that want to expand marketing activities and boost revenue. It is also extremely stable and overcomes ‘Facebook Storms’, bans, and restrictions with ease.
If you are interested in Facebook Ads and want to know specifically about effective tips to increase revenue from selling books online. Please continue reading this article, I will share a very important case study below.
Facebook Marketplace for Authors
You can directly post your interesting books on Marketplace. You need to provide all important information such as product price, product name, product specifications, brand name, etc. You also need to provide visual images of your books so that readers who want to learn, buy, sell, or exchange on Marketplace feel attracted. Uploading the books above is quite simple, you just need to follow my steps below:
More than just publishing posts for selling books, Marketplace allows you to enable advertising (but not targeting) and post to additional potential groups.
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Case Study Of Facebook Messenger Ads For Authors
Alice Rea (owner of a bookstore called Readie in Boston) spent 4 months working with SpeedX Agency. About a year ago, she started selling history books to people in Massachusetts. She uses a Facebook Page to reach new travelers.
However, Alice R. does not really have experience optimizing paid advertising and does not understand how to optimize posts on Facebook Marketplace.
SpeedX Agency experts helped Alice R. from December to March (we focused on analyzing the Facebook Marketing for Authors strategy so she could understand some tactics and tips to improve the shortcomings) and here are the results:
In the last three months, Alice R. has spent more than 24 thousand dollars on Facebook Ads. Her biggest focus is Messenger Ads guided by experts from SpeedX Agency. And of course you can see the effect in the image above.
The number of registrations to buy books directly from the landing page increased more than 1 thousand times with the cost per turn being quite good from only $4.16. Why did profits increase so suddenly? Very simple, it’s a strategy for Messenger Ads that I will share shortly.
The suitability of Messenger Ads for Authors
Essentially, books are one of the product types that users are likely to consider before purchasing (this is about product understanding). Alice R. completely agrees with me on that.
Simply because she also has her own tracking and measurement with previous ads. Even with Engagement Ads or Conversion, she told me that customers text a lot to ask about book information before deciding to purchase.
Targeting
Targeting audiences who have a direct need for the book is also an option because the cost you pay for a message about the Page can be cheap. However, it is highly competitive because there are so many people targeting the same thing.
This leads to an inevitable consequence: potential customers can see your ads and your competitors’ ads in the same Facebook session. Therefore, although advertising costs are cheap, no conversion orders will occur (possibly less or no conversions).
So my strategy here is a broader target (with more interest) with specific measurement for each Ad Set. Take a look at the image below to understand clearly.
I instructed Alice to create a new advertising campaign with 3 Ad Sets, each group of 2 to 3 Ad Copies (of course you can do it with more Ad Sets and Ad Copy).
Ad Set 1 will target travel lovers, Ad Set 2 will target pet lovers, for Ad Set 3, I recommend Alice not target but just customize basic Audience information such as: gender, age and of course location within a 3km radius of Boston.
For Ad Set 1 and 2, why target people who have nothing to do with the book? Simply, Alice R. will not have to compete for CPC, CPM, and bids with other online booksellers on Facebook. In this case, Alice R. received quite cheap CPM when applying this strategy, only from $0.75 – $1.
For Ad Set 3 (non-target), I want Alice R. to track how Facebook delivers her ads to whom. In fact, if your target is too broad like this, it is almost ineffective. However, Facebook’s ad distribution and display is very reasonable, it always delivers ads to the most suitable people.
In this case, Alice R. found tourists who were new to Boston and wanted to better understand the history of the area. And of course they also generate conversions with direct orders.
Content for Book Ad Copies
I advise Alice to create 3 Ad Copies that she feels most confident about. It includes: 1 image of the book promotion that takes place every weekend at the store for Image Ads (Ad Copy 1). A series of separate book images for Carousel Ads (Ad Copy 2). Practical video instructing readers to preserve books for Video Ads (Ad Copy 3).
For these 3 Ad Copies, Alice R. can start using them to run test ads with all Ad Sets. The important thing here is to find Ad Sets with low costs, high message volumes, and high closing rates. If you can find a new Audience and use Lookalike Audience, that’s pretty awesome too.
Budget strategy
For budget strategy, I advise Alice R. not to spend too much on these ads because they are experimental. Alice R. is willing to spend a lot of money on these ads with the desire to find the fastest winning ads. For Authors who don’t really have a lot of budget, start around 2 to 3 dollars per Ad Set. However, Alice R. is more bold and spends from 5 to 7 dollars for each Ad Set. And that’s pretty good especially since she uses a Facebook Agency Account. This account is quite special because the larger the spending, the higher the efficiency.
Scale Ads for Authors
After about 15 days of monitoring, Alice R. received instructions from me on how to measure and optimize advertising. I asked Alice to track the metrics of the above Ad Sets. She felt satisfied with the stability of Ad Set 3, and was very surprised with Winning Video Ads in Ad Set 2.
The next step is quite simple, just turn off ineffective ads in Ad Set 1 and increase the budget for Video Ads in Ad Set 2. For Ad Set 3, Alice R. chose to continue maintaining the level. budget for Ad Copy 1 and slightly increase the budget for Ad Copy 2 and 3 to continue monitoring.
After about 2 weeks, she also scaled Carousel Ads for Ad Set 3 and it was also quite successful. With Facebook Agency Account For Rent, Alice R. does not encounter any difficulties in the process of Scale Ads and increasing budgets for advertising groups.
Facebook Marketing For Authors: Some Tips
This last part of this content is quite interesting tips that I compiled from many different places. But I will only select and select the best tips so you can learn and gain more valuable experience from it:
Create attractive promotions
You can create surprise offers, discounts, or E-book giveaways and attract your audience. Attractive special offers and increased reach to new audiences on Facebook. You can use Canva and produce some attractive promotional banners or promotional images for your book. Or share promotions in Facebook groups to increase reach.
Focus on Book Bundles
If you don’t know, Book Bundles Ads have a reach and conversion rate about 37% higher than regular book ads (according to research from book advertising experts in the European market).
Not only effective for ads, Book Bundle is also effective when placed on Marketplace. Alice Rae has also posted attractive Book Bundles or discounts or promotions on Marketplace, and of course she is also satisfied with the average number of orders of about 5 to 10 buyers per week.
Combos always make customers feel like they are getting a better price than buying individually. It’s also extremely easy to create special effects if you know how to use Facebook Ads properly.
Pay attention to trending content
Trending content of Facebook Marketing for Authors (including memes) is what you need to pay attention to in order to create great interactive content. In fact, entertaining or educational content will receive greater attention than regular content. And this will increase effectiveness by 25% if it is a trending content.
Wrap Up
Wrapping everything up, you need to really focus and have important knowledge if you want Facebook Marketing for Authors to be effective, smooth, and have new victories. If you are stuck and don’t know where to start. Or cannot continue Marketing on Facebook because of too many difficulties and many account errors. Then please contact SpeedX Agency immediately to receive the fastest and most accurate help.
