Today, Jo and Lindsay chatted with Tom Corson-Knowles, non-fiction author, host of the Publishing Profits podcast, and entrepreneur. He does a lot of work with authors and has seen what’s working well for branding and improving sales, so we had a good discussion, covering everything from Amazon advertising (which has recently opened up to be available to everyone, not just those exclusive with KDP Select) to email marketing to social media.
Here are a few of the highlights of what we discussed:
- What exactly Amazon ads are and how they work for authors.
- How much you can expect to spend and what a respectable ROI or ACoS (Advertising Cost of Sales) looks like.
- Product Display ads versus Sponsored Product Ads.
- Keyword targeting and scaling up if you’re not getting enough impressions/clicks.
- Making sure your cover/brand is appealing, since you’ve got to lure browsers away from the book page they’re on to click your ad.
- Whether Amazon ads can make sense with a 99-cent book or a permafree one (and series starters versus stand alones).
- Best practices when it comes to email marketing.
- What your first follow-up message should look like after a new subscriber signs up.
- The types of goodies you can give away to entice readers to sign up.
- Whether you should start separate email lists if you branch into other genres.
- How often you should be emailing your list as an author.
- Whether you should worry if you get unsubscribes after sending out a newsletter.
- If you should consider a pop-up to get more reader signups from your blog or website. (Tom uses SumoMe for handling pop-ups and signups.)
- When it makes sense to ignore the common advice of “You have to be on Facebook” or “You have to be on Twitter.”
- Finding ways to market online that jive with your personality and what you’re willing to do.