I’ll try anything twice. Once to thoroughly mess it up, and
then a second time to give myself a chance to learn from my previous botched
attempt (hopefully) before I assess how effective something is, whether that be
a story, a way to connect with readers, or a way to market my books.
As of last week I tried my first group promotion, banding together
with 6 other authors who have a bit of romance in their books, for a Valentine’s
day special. I’ve always tried to be quite honest on my blog about the things I
attempt, my results and my thoughts on how they went. Which is why I have no
qualms in telling you that my first attempt at this method ended up looking like
a bowl full of spaghetti throw across the floor and then rolled in by a dog. Truth
be told, I expected it to be rocky considering I only decided five days before
the promo I was going to give it a crack. I wasn’t expect I’d be climbing the
charts and booting the #1 bestseller off, I just wanted to see what would
happen. I wanted to poke the mystery mound and see what came out.
After the first poke it appeared not a lot was in that
mystery mound. However, just because Attempt One did not take off like a child
who’s eaten a spoonful of chilli doesn’t mean I didn’t learn a lot from the
experience. So below I have broken down the result that we got and how I would
change what we did for Attempt Two.
The Results
The promotion was run with 7 authors (including myself), and
11 books. When I set up the promotion I used a suggestion out of David Gaughran’s,
Let’s Get Visible, which included setting up Amazon affiliate links to track
the number of click throughs from the promotion page to Amazon. The below figures
come from that tracking:
Number of Link Clicks
Feb 13-15: 43
Number of Kindle
e-books purchased: 11
Number of Books out of
the 11 that sold: 8 books out of 11 got at least one sale
Conversion rate from
clicks to sales: 39.53%
Average Conversion
rate per book: ~25 %
Low numbers all around, but again this was what I was
expecting when I only had four days in which to think up exactly how we were going to promote this thing.
Below I break down what went wrong and what I would do differently next time.
Why The Rush?
The day I finished David’s ‘Let’s Get Visible’ was the day I
decided I wanted to try a group promotion and cast around for the closest
special day that might relate to the themes in my book The Grand Adventures of Madeline Cain. Madeline Cain has a small
romantic sub plot and what happened to be popping up in 5 days time but the
world’s biggest day of the celebration of love? Knowing most other public
holidays/days of celebration were a bit too generic I decided I would try for
Valentine’s Day and see how the experience went. Which brings me to my first
point:
Give Yourself At LEAST 1-2 Months Lead Time
There are several reasons for this but the main one is you
need to tap influential people on the shoulder to help spread the word. Your
social network and blogs and mailing lists are all fine, but the people on them
all know about your book, they’ve probably been bugged by you several times to
buy it, and they’re probably ready to wack you over the head with a shovel just
so you’ll stop pestering them.
With a group promotion not only do you need to announce it
to each author’s tribe via social media, you need to let people who know
nothing about you know that this promotion is a thing. The one thing we couldn’t manage to organise in five days
was to get in contact with any influential bloggers about promoting the event
out to their readers. This would require things like additional giveaways, and
a build up of excitement to the promotion day with guest posts, interviews
& reviews etc. As a result we had only limited reach.
Potentially with each author pitching in a couple of dollars
we could have also built a buzz around the promotion doing our own
rafflecopters from our blogs in the two week lead up to the promotion. That
would have had the added effect of determining which authors were serious about
making the promotion the best it could be.
In addition to notifying bloggers, in my second attempt I
would also be alerting various sites that list bargain books. These sites then
pass on good quality promotions to their email subscribers (Such sites include
place like Pixel of Ink,
or Ereader News Today etc).
Join Many Authors Rather Than A Few
Comparing the amount of promotion we were able to muster to
the results David was talking about for his promotion, I can see now that we
were probably too few to make a significant traffic push. We were only 7 where
as the promotion David used as an example had almost 21 authors. We were a
bunch of skinny teens trying to push a boulder up a mountain that required an
army. For my next attempt I would try to gather at least 20 authors and
probably limit it to one book per author so we didn’t lose any potential
readers in the deluge of description.
Split Test The Promotion Page
How we set up each book on the page. |
On Valentine’s Day I kept an eye on what other group promotions
were on. I was surprised to find there weren’t many, but the ones I did find
structured their landing/promotion pages quite differently to ours (you can see
ours here: http://www.madelinecain.com/vdaypromo)
Though our page was quite comprehensive - each book had
multiple links, a blurb, a cover and reviews - I have a feeling that many
people may not have bothered to scroll down to the end of the page. I worry
that we may have lost the impulsive buying vibe by doing this. Would love to
hear your thoughts in the comments about what does and doesn’t work for you in
our promotion page.
But my thoughts are the next time around I would set up two
pages, one we did with this group promotion, and another where all you had was
the intro blurb and then the covers with their links and nothing else to
distract someone from clicking. Then I would alternate which promo page I would
send people to over the course of the promotion. That would allow me to compare
how many more clicks each one got and then how many more sales we got as a
result.
Create Freebees
Like a child refusing to eat just one kind of ice-cream, I
have refused to join the Kindle Select program. I dislike being told you must
NOT play with the other flavours if you want to eat ours. I feel it creates a
reliance on one company and history has show that those who rely on monopolies
can get burnt. This of course means I
have a very hard time running limited-time free promotions on Amazon. It is for
that reason that I set the promotion price to be $0.99 for the books and
authors that participated in our promotion.
Doing it again, I think I would create several short works
that I didn’t mind throwing away as freebees as a way to draw people into my
other titles. Potentially this might be what I would try on my third attempt at
a group promotion, because I still believe that $0.99 books are still a viable
promotion price point.
***
With those five alterations in place I reckon I’m in a much
better position for my next attempt. Hopefully this discussion has been helpful
in avoiding the pitfalls I willingly threw myself into -all for your benefit of
course :)
Thanks for sharing your experience. I'd never thought about a group promotion so really learned a lot. About your question and info given . . . I tend to avoid lengthy/heavy book promotions. I'm pretty flexible about genre. Setting and theme are what hook me.
ReplyDeleteThat's great to know Kittie, thanks for the feedback! That's an important reminder to make sure your setting and theme are present in a short 25-50 word tag line/blurb.
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