Advice

Marketing For Self-Published Authors and Artists (January 2019)

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(This column is posted at www.StevenSavage.com and Steve’s Tumblr.  Find out more at my newsletter.)

If you’re a self-published, freelance, or part-time author, artist, etc. you need to market yourself. I market my own books, and to do that I document my efforts and my findings. It struck me recently that I should share my notes.

I probably should have thought of this earlier – and I probably should do this every now and then – but here you go. It’s how I market. Which seems to sell some books at least.

So here we go!

Have A Website

Have a website, period. A website is a place you can send people to that acts as a “hub” for your marketing efforts. It doesn’t have to be complex (I’ve got some tips below), it has to be a place that acts as a hub for finding out more about you. The goal of a website is to have a one-stop-show for people to come to for information, and leave from to go to your various portfolios, books, social media, etc.

Follow these steps:

  1. Get a domain name (networksolutions.com, tierra.net are reccomended). Make sure the name is unique, fits you, and can be re-purposed if your plans change (FrankDoesArt.com is a bit specific, but FrankGetsCreative.com is more general).
  2. Set up a website. Most people I know use www.dreamhost.com or www.wix.com. Just start with one page to make it easy – I’ve seen successful authors whose page is a blurb and a list of books.
  3. A fast way to do it is buy a domain and redirect it to one of your social media accounts or a portfolio setup (like Twitter or LinkedIn).
  4. Link to all your books, art, portfolio, and social media from here.
  5. This website should be mentioned in your books, social media, etc. Link everything back to it as well.

Other things to add:

  • A schedule of speaking engagement.
  • Reviews of your books.
  • Testimonials.
  • Helpful downloads – like character sheets, guides, etc.

Have Appropriate Social Media

Social media is a troublesome subject. Yes, it can let you market – or be annoying. Yes it can let you meet people – or it can waste time. However, done right it’s a great way to connect with people.

Your social media should always link back to your website and in many cases, your other social media. This helps create a “web” of connections so people are able to go to one social media source, find your others, and of course buy your stuff.

My takes on social media in rough order are:

Twitter: Twitter, for it’s many flaws, has a lot of use, its simple, and with lists and filtering (and learning when to ignore it) you can meet authors, promote yourself, and be found. I’d determine what approach you want to use (from marketing to just goofing off) and do it.

LinkedIn: You should have a LinkedIn profile anyway, but how much of your “creative” life you want to share or link to depends on your goals and personal image. I also will say if you use LinkedIn don’t forget all the great posting and stuff you can do there, and the communities.

Instagram and other photo-sharing sites: Some people use this to promote their work, others use it as a sort of photoblog. I’m mixed on it myself.

Facebook: Facebook keeps having issues, but it helps to have a presence. I’d keep an author page on it at the very least and see how you engage.

By the way, a good way to manage social media in one go is www.Hootsuite.com.

Have A Blog

Blogs are ways to post thoughts, essays, and more, turning your web presence into a kind of personal magazine/announcement/discussion board. Most authors use them, though at various rates of usage, from constant posts to “occasional speaking updates”

A blog is usually part of your author website, and thus is another reason to come there – and to go and check out your work and your other media. Most blog setups can act as your author page as well (which is what I do).

I use blogs to:

  • Give weekly updates on myself.
  • Post various essays and thoughts.
  • Review or promote interesting things.
  • In a few cases, blog posts then became other books, or I round them up to publish free “compendiums.”

You can set up blogs at the following sites, with various advantages and limits. Some allow you to use your own domain name, some don’t.

A few techniques:

  • You can get a domain and just point it at your blog or a similar site (like your Tumblr) and save time.
  • Some authors and artists do blog tours where they post across each other’s blogs.
  • If you have related social media accounts (LinkedIn, Tumblr, etc.) consider posting your blog entries to all of them when appropriate. Just make sure they redirect to your site.
  • Set up an RSS feed (or find it’s address in a standard setup) and put a link on your blog. I also recommend www.feedburner.com despite it being sort of static by now.
  • Mailchimp.com and some other mail software programs let people subscribe to a blog feed so they get email updates. You can also load those with helpful extras and information.

An important caveat – if you’re a prolific writer, you have to find the blogging/writing balance. It’s not an easy call because a few long blog posts can take as much time to set up as a small fiction piece. In some cases small books may be like blog posts.

Have A Newsletter

A newsletter is the way to engage with readers and keep people informed, as well as give them cool reviews, interesting updates, and more. In some ways it’s like a mailed blog, but I separate them as a newsletter is more focused and like an update, whereas blogs can be more freeform. If you don’t do a blog, do a newsletter, and if you only have time for one do the newsletter.

The ruler of newsletters is www.mailchimp.com, which has an amazing free service and reasonable paid services.

Make sure that your newsletter subscription form(s) are linked to from as much social media as possible and, of course, your website.

Some newsletter tips:

  • Don’t overdo it or underdo it – I do it twice a month or so.
  • Find a “feel” for your newsletter – a roundup, personal, chatty, serious, etc. Judge what works.
  • Include any vital updates about your work. Link to your blog, new books, cool things.
  • Give away “Lead Magnets” – basically free stuff like samples, an occasional free book copy, downloadable cool stuff, etc.
  • Use it to promote other cool things – help folks out.
  • Remember that most newsletter software gives you all sorts of statistics and data – you can use this to improve reaching people!

(AUTHORS) Giveaways And Promotionals

A great way to get people’s attention is to give out stuff like free books, extras, samples, and more. With these properly done (and linked back to other works), its a great way to get attention, meet people, and of course get sales.

There’s two services I reccomend:

Prolificworks.com – having both free and subscription modes, it lets you give away work and join (or create) promotionals. The paid version lets you tie giveaways into your mailing list as well. It does get a bit pricey beyond the Free level ($20 to $50 a month), so I recommend paid tiers for serious authors.

www.bookfunnel.com – Is a cheap ($20 a year to start) way to do book giveaways in a variety of formats, and higher tiers include features like Prolificworks.com. I’m fond of the starter tier as its a great way to make book giveaways easier (and if you don’t want to host your giveaways).

To make these work you have to obviously be dedicated to it and work out strategies. I use them to:

  • Give away free stuff and samples to my newsletter subscribers.
  • Have promotional giveaways (often samples) that people can sign up to my newsletter to get.
  • I join groups on Prolificworks.com to do team giveaways.
  • I use both – Instafreebie lets me set up easy giveaways, and Prolificworks gives me all sorts of options.

If you use KDP, there’s a KDP Exclusive you can use for eBooks. In exchange for making your work exclusive with Amazon, you get some tools to set up sales.

(AUTHORS) Consider Series

If you’re doing fiction, you probably already have a series in mind. If your books are non-fiction, you may want to group them into series, because various bookselling sites will remind people that “X book is part of Y” series. It’s near-free advertisement.

Have A Portfolio

If you’re a visual artist of any kind, have a portfolio. Put it on your website, use a social media site like Deviantart.com, whatever. People want to see your work and maybe buy it, so make it easy to do. If you take comissions, it’s pretty much a way to market yourself.

Non-visual artists like authors may want a portfolio as well. This would contain:

  • Cover art.
  • Sample works.
  • Free giveaways.
  • Summaries of your work (with links to purchase it). For instance, I have a press website a lot like this.

More To Come

So these are just what I’m doing now (and what I wrote up, I’m sure I forgot a few things). I’m always trying different promotional efforts and other ways to help people find my books

Steven Savage

A Bridge To The Quiet Planet: A Few Thoughts On The Final Run

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(This column is posted at www.StevenSavage.com and Steve’s Tumblr.  Find out more at my newsletter.)

All right, A Bridge To The Quiet Planet is out.  Done.  So it was a bit later than I expected, and the final run on it gave me food for thought.

WATCH SWITCHING BETWEEN SOFTWARE: I found some annoying artifacts from moving from one piece of software to another – there can be subtle differences.   I had to do some annoying search and replaces.

THINK OVER STYLISTIC CHOICES EARLY AND FOLLOW UP: You may make certain formatting choices – like bolding certain things (business cards or telepathy), certain uses of quotes, etc.  Make sure you’re consistent.  I found ONE case of not following my own formatting, and I nearly missed it.

DO A SERIOUS READ-THROUGH AND CORRECTION EARLY: I wish I did this.  Take, say, an early draft, and edit it as if it’s for print.  This will help you find your mistakes, issues, common problems, and get plenty of distracting tiny errors out of the way – so you can edit.

KEEP A LIST OF ERRORS YOU FIND OR WORRY ABOUT: This helped me a lot.  As I did my final readthroughs, I kept a list of suspicious things or choices I want to review.  This let me do some amazing fine editing easy because then I could globally search.

SEARCH AND REPLACE IS YOUR FRIEND IF YOU DO IT STEP BY STEP: Global search and replace can mess up your document (as we all know).  However going slow, reviewing EACH possible replacement (or doing it by hand for each found) let’s you avoid problems.  Also it acts as a second review!

YOU CAN ONLY DO SO MUCH: At some point you can’t edit forever.  So don’t.  Learn your limits.  In fact . . .

GO EBOOK FIRST: This is a trick I evolved from a friend.  Do an ebook first, and distribute it.  It gives you immediate feedback, then you can update the ebook quickly.  Go print a bit later (like I’m doing it 4-6 weeks later).

KEEP A “LIVE” DOCUMENT: A big advantage of going ebook first is feedback.  So I keep a “Live” document I’m always editing as a core, representative document.  That will become the print book – but if I find errors I modify all 3 documents (ebook, Print, Live) for later.

So lots of lessons to share.  I’m certain I’ll have more to share – I think I need to make a kind of writing checklist sometime!

Steven Savage

The Social Self As A Business

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(This column is posted at www.StevenSavage.com and Steve’s Tumblr.  Find out more at my newsletter.)

To mark this post historically, this was posted the day Tumblr decided to cut out some adult content (it’s hard to tell exactly what they meant, it got weird)  This was quickly followed by an algorithm that clearly was terrible not doing it’s job, and leaving people to discuss leaving.  When you can’t exactly spell out a vision for what you want to do, that vision seems to be “stop some nudity”, and your system is bad, yeah people are going to leave.

This doesn’t entirely surprise me, an old hand at watching internet companies shoot themselves in the food.  I’ve seen sites and services appear and vanish, sometimes quite sadly.  This has led me to an important but unpleasant truth.

You have to run your social media presence like a business.

What do I mean by this?  Simple

  1. Social media is vital to our lives (for some of us more than others)
  2. Social media companies rise, fall, and change.
  3. To reach your social media goals, you have to consider your vision, make a plan, and have expenses – just like a business.

For me, a writer, this is more vital – but also as my writing is a hobby, it’s almost more effort.  I mean it’s hard to disentangle my audience, my fellow authors, and my sarcastic video game posts.

But it still comes down to this – business decisions affect social media, social media is connected to our lives, so we have to run that part of it like a business.

No, I don’t like it.

I don’t like knowing something may vanish the next week because of a merger.  I don’t like seeing people leave a site due to some weird policy change.  I dislike wondering who’s harvesting my data.  It’s tiring and it’s exhausting, and annoying, not to mention a bit dehumanizing.

But this is where we are now, when business decisions affect where you post recipes and if you repeat an Overwatch meme about Hanzo’s shirts.

Maybe in time we can build more humanized platforms.  Maybe we can get others to evolve.  But until them your social media life has to be run like a business, especially if you have any large groups, complex plans, side businesses, media presence, etc.

If it helps, what I do is actually review my social plans once a month – who’s planned what, do I want to host an event, etc.  I’ve had to work my social media reviews into that, along with my marketing reviews for my books.  It helps, but it’s annoying.

And again, I don’t like it either.

Steven Savage