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26/08/2015
1
Marketing masterclass
with
Sarah Mayberry
and
Sara Hood
Who are we?
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2
Day one
What was Sarah doing?
How did she feel about it?
Taking control
Sarah meets Sara
Sara introduces Sarah to the sales funnel
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3
What’s a sales funnel?
Strangers
Acquaintances
Friends
Fans
Super fans
Recruit
Engage
Convert
What did we do first?
Lists!
• Assets
• Activities
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4
What did that look like?
Facebook page (author page)Facebook profile (personal)TwitterWebsite + new website + blogEmail list (no of subscribers)37 books published (38th about to land)Dear Author, Smart Bitches, Book BubKindle, Kobo, Nook, iBookBlog tour
What’s a sales funnel
Whiteboard!
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5
Hone
• Looked at honing what Sarah already does
• Make it deliver for maximum impact for minimum effort
• Then put together into a sales funnel
Engagement: Facebook
• Great engagement
• Good number of fans
• Personal profile full of readers
• Confusion between profile and page
• Not sure about what to post (inc. to where)
• Finding it a grind
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Facebook: taking control
Separate personal and page
OR
Suck it up and keep them intertwined
(set up another profile?)
Facebook: taking control
Four types of content:
• Inspire (40% + …highest reach)
• Entertain (40% + …highest reach)
• Inform
• Call to act (5% … lowest reach)
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Facebook: taking control
Scheduler: get the time monkey off your back!
Insights: reach, engagement, best time to post, review performance
Advertising
Facebook: taking control
Spend an hour or less a week scheduling
Spend 5 mins a day interacting – more time if you’ve got it
Plan plan and plan some more
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Facebook: taking control
Engagement: Twitter
• Combined personal and private Twitter
• Favourite social media platform
• Good following
• Analytics
• Good engagement
• All happening in real time
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Twitter: taking control
• Keep combined personal and private Twitter
• Twitter Analytics
• Use analytics to pick good times of day
• Use (free) hootsuite to schedule and repeat
Social media: taking control
Goal: think big BUT grow bit by bit
Reach is good, but engagement is better
Every week aim to be better
Don’t compare
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Social media: taking control
You don’t have to do them all
Better two done well than several poorly
Use social media that:
• You enjoy
• Your readers use
Engagement: website
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Website
Design:
• Clarity
• Simplicity
• Punch
Structure ‐ blog on the front page!
“Frictionless”
Metrics ‐ Google Analytics
Website
Integrate the blog
FRONT PAGE
Why:
• Brings traffic
• Increases engagement – know, like and trust
• Helps SEO => improves Google ranking and discoverability
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12
Website
Engagement: Newsletter
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13
Newsletter: taking control
Newsletter: taking control
Auto responders:
• Double opt in
• Welcome
List growth
Frequency
Lead magnet
Recruitment campaign
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Making it easy to sell
Buy buttons on the website
Buy links in the newsletter
Maximise keywords on all platforms
Choose categories in Amazon
Invest in quality covers
Fine tune blurbs
Generate reviews in the blogger community
Advertise on Book Bub, etc
Recruit
Lead magnet: free book offer. First book in Brothers Ink series (indie)
First chapter of next book in back of free book
Social media links in free book
Newsletter sign up invitation in new book
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Launch of Anticipation
What did Sarah do??
What worked?What didn’t?
What was surprising?
Outcomes?
Next steps
Add Google Analytics
Learn how to use it!
Facebook advertising – recruit using different free book, value add, get onto newsletter list
Keep going
Write more books
Rinse, repeat!
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Questions
How to connect
Sarah Mayberry: FREE BOOK!
www.sarahmayberry.com/subscribe
Facebook: SarahMayberryAuthor
Twitter: @MayberrySarah
Sara Hood: WEBINAR OFFER!
http://www.marketing4writers.net/
Facebook: MarketingforWriters
Twitter: @mktg4writers
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