As I near my two-month anniversary of quarantine, I thought it appropriate to reflect on how my book marketing strategies have changed during this time. Like many authors, I assumed people would sit at home and read during the corona crisis. But a lot of people – myself included – are having concentration and anxiety problems leading them to put down their regular reading and turn on the television to binge-watch shows on Netflix. (I’m currently addicted to the Marvelous Mrs. Maizel on Amazon Prime.)
The main thing I’ve learned from this crisis is to be flexible. Buying patterns are vastly different than normal and we authorpreneurs need to adjust as necessary. The big change I’ve noticed is where my readers are coming from. In January and February of this year my earnings from amazon.co.uk was approximately 12% of overall revenue. In March, this number jumped to 44%. And I’m looking at 55% for April.
In order to profit from this shift, I increased my Amazon and Facebook ads. I quickly discovered amazon.co.uk ads would not be working for me during this crisis as the cost per click (CPC) rates went through the roof. On the other hand, Facebook ads CPCs are lower than ever. But the click-through-rate (CTR) is low. Normally, I’ll turn an ad off if I’m not getting at least 10% CTR. With the low CPC, I decided to keep the ads on. And boy, am I glad I did!
What else have I been doing with regard to marketing strategies during the crisis? I’m taking courses and learning to apply new strategies. I’m currently taking an Amazon ads challenge. Fingers crossed I figure out not only how to make an ad profitable, but how to get Amazon to spend my money without having a 50 cent CPC. I’m also taking a Facebook messenger bot course that should teach me how to ask followers of my Facebook page to join my newsletter.
How has your marketing strategy changed during the crisis?
This blog post is part of the #AuthorToolboxBlogHop. This is a monthly blog hop hosted by @raimeygallant. Make sure to stop by the other author blog posts in this month’s blog hop to fill up your author toolbox! Just click on the graphic to take you to the list.