The next wave in book marketing has arrived. Video is repeatedly seeing higher engagement than static marketing, so if you want to sell more books you’ll have to get on board with a YouTube marketing plan.
Because what sets video apart comes down to originality and creativity.
No one can replicate the video content you produce. So, while your competitors are using the same strategies you’ve been using for years, you can plan to sell more books by capitalizing on something only you can create.
YouTube marketing is fairly straightforward, but there are a few ways to fold it into your overall book marketing plan. Using YouTube to drive book sales needs to fit organically into your overarching marketing goals. Here are a few ways to make YouTube marketing work for you:
Your title matters a lot
As an author you already get this. But for YouTube marketing you need to remember to keep it short, concise, and purposeful. Your title is what sells the video and encourage people to click. If the title is bad or boring or too vague, they’ll pass you by without a click.
Use multiple platforms to share your books
YouTube might be a great place to host your videos and people will hopefully find you there on their own. But if you want to sell more books you can’t just post it and forget it. You’ll want to share, or embed, your videos on any other social channels you use and even on your website or blog. Sharing is essential, and this is another book marketing cornerstone you’re likely familiar with.
Be sure to encourage feedback and interaction
Just like other social sites, engagement is key. Comments and feedback are crucial to keeping your content in front of the people who you want seeing it. Be shameless and ask for input or create a fun way to encourage your readers to comment. For example, you could select a winner from all who comment, and they’ll get a free copy of your next release! Remember, you’re asking people to spend their time to do you a big favor, don’t treat that as a throwaway or something they owe you just because you showed up. If you want to sell more books you MUST do more than just show up!
Branding is key for YouTube marketing
Unfortunately, this is something that is often considered later in the game, when it’s already too late. Too few authors think about how they want the public to perceive their brand and everything that goes into it. This includes cover design, website design, social account design, the content you put out there, your logo, the colors you use, and your relationship with your fans.
If you want to sell more books, your brand needs to encompass everything you touch.
So when it comes to YouTube marketing be sure your videos are “on-brand.”. Ways to keep branding consistent include the background you use, the style of movie trailer you produce, the lighting… etc. And like your other book marketing efforts, be sure your logo (if you have one), social account links, and URL are included on all the video you produce.
Keep it short
If you’ve hung in this far I applaud you, and I’m rewarding your determination with this final tip – keep it short.
Yes, less is more. Video is better when it’s short, punchy, and leaves people wanting more.
I suggest doing 1 to 2-minute clips. If you’re a thought leader or industry expert, perhaps up to 3 minutes, but really no more. YouTube marketing is more effective in volume of posts, not length of posts. This strategy will help you sell more books if you can make time to create more creative video, not because you can talk into the camera for 10 minutes at a time. Make sure you don’t sacrifice quality for quantity, though. Keep the videos short but interesting, exciting, and engaging.
YouTube marketing for fiction is a fun way to do release announcements, cover reveals and general updates to your publishing world that will keep fans intrigued and informed.
For non-fiction writers use YouTube as part of your overall book marketing plan to share tips, and encourage questions and conversations that give you a chance to show off your knowledge!
And if you need to schedule your YouTube marketing efforts, consider using my free monthly book marketing planner. After all, having a plan in place, helps you stay on track!
Penny Sansevieri, CEO and founder of Author Marketing Experts, Inc. (AME) and Adjunct Professor at NYU, is a best-selling author and internationally recognized book marketing and media relations expert. Her company is one of the leaders in the publishing industry and has developed some of the most cutting-edge book marketing campaigns.
To learn more about Penny’s books or her promotional services, you can visit her web site at www.amarketingexpert.com.