Marketing a book is about engagement, exposure and community building to promote or sell something. An effective marketing campaign is at the heart of marketing success, and one of the most powerful marketing tools available to everyone is YouTube. Like any marketing effort, you need a strategy for attracting the desired customers. If you are an author who wants to sell books, YouTube offers a remarkable opportunity for prospecting and marketing your books because of its appeal to billions of people around the world.
Buying Book Reviews is another necessary component to marketing your book. Read this article to find out if it's right for you.
The challenge is bringing everything together in a coordinated manner to achieve the greatest results. The ad content plus the search, shopping and display campaigns need coherence, appeal and relevance. It is not just a matter of “making a video.” A YouTube marketing campaign is like any other marketing campaign. It must be:
It is discouraging to spend time and money developing a YouTube video and have it fail to drive book sales. You have to know how to structure and manage the campaign to get optimal results. At Accessory to Success, we consult with clients every day who want to develop a YouTube marketing strategy and structure and manage a YouTube marketing campaign to maximize ongoing, and not just one-off, success. They understand that having a YouTube channel and posting a video without a marketing strategy fails to take advantage of the full marketing power of YouTube.
For free growth strategies read this article about marketing your book on a budget.
Anyone can post a video on YouTube, and some of them are painful to watch. Admit it! They are amateurish, rambling and lose the viewer before the end. No one wants to be bored or believe they are watching a video by someone who did not take the time to make an appealing video. “If you wanted to torture me, you'd tie me down and force me to watch our first five videos,” said Jon Bon Jovi. We know how that marketing story ends because obviously, he learned how to make better videos.
You do not want to waste your time posting a low-value video. A low-value video can harm your brand as an author. At Accessory to Success, we work with clients all the time who discover they need a consultant to help them incorporate basic marketing principles into their videos, no matter where they will be posted. It is not nearly as easy as people tend to believe.
One important marketing point to keep in mind is that YOU are selling yourself as an author and selling your books. YouTube is not selling anything. It is YOUR ability to make the connection with viewers via video that sells books. You can project authenticity in a way Facebook or other social media posts cannot achieve.
However, developing a YouTube marketing campaign requires a lot of work if it is to be done right. A great marketing campaign is a balance of hard and soft sell, and people tend to go strongly one way or the other. Go too hard, and you will lose viewers. Go too soft, and viewers will not take action. Following are just some of the principles of an effective YouTube video marketing campaign.
Are you the author of the book? Underscore the video ads by emphasizing your knowledge and expertise as a writer who is delivering a quality book. This builds your brand as an up-and-coming influencer. You may be a pro at writing fiction or nonfiction; mysteries or fantasies; horror or action books; or historical or political books. Every ad should be based on a common theme – quality writing or knowledge of the subject matter or ability to entertain, etc.
The first five seconds of a YouTube video is when viewers decide to continue watching or click the “skip ad” when it appears after five seconds. Five seconds is such a short time, so whatever the viewer sees in that time must be appealing and make the person think, “I need to watch more of this video.”
There are different ways to hook a viewer. For example, you can use humor, but humor is not always appropriate, depending on the book topic. Other hooks include promising a fascinating story, creating an awe-inspiring opening scene, alluding to a surprise, or asking a question and promising an answer. A cover reveal over several videos is a teaser and attracts the curious and playful. You can use an odd or interesting visual with a question that directly involves the viewer.
An important marketing principle is that people buy solutions. You are selling a book, but the problem is the viewer is looking for a book that meets a particular need – entertainment, expanding knowledge on a topic, learning something new, mastering a life skill, etc. You are offering a book that is a solution to a problem. The hook should point to that solution.
Your YouTube ads can run under 30 seconds or over 30 seconds. If the ad is less than 30 seconds, you pay YouTube only if the viewer watches the whole 30 seconds. If the ad is longer than 30 seconds, you pay if the viewer watches your ad for at least 30 seconds. If the viewer interacts with the YouTube ad, you pay no matter how long the ad runs.
This is important information because you want the people most likely to purchase your books to watch the ads. You want the ad to attract solid leads but discourage unlikely buyers in less than 30 seconds. You do not want to find yourself paying YouTube a lot of money for ads that do not produce sales. So you are using the first five seconds to get a viewer’s interest and the next 14 seconds to help them make a quick decision as to whether to skip the ad.
You have asked a question and have a viewer’s attention because you can meet the viewer’s need. Now what? The remaining ad can demonstrate the additional benefits of buying your book. They may include things like available formats, rapid delivery, what makes this book different, how you developed the characters, the research process or anything else that sets you apart from other authors. Remember your goal is to keep the viewer engaged.
Growing a YouTube audience and attracting new audiences requires an ongoing marketing campaign. Each video expands on the one before it in some way while adhering to the theme mentioned earlier. You may add information, like reader comments, book popularity or awards received. This kind of information will help the skeptics who are telling themselves they do not know the author and have no reason to believe the book brings little value.
The YouTube video is only successful when it convinces people to take action. Your video must be persuasive and compel action. Show the viewers what they will receive – the book – but also what value they will gain. It could be something like more information on a topic of interest, an entertaining read for relaxation, a how-to guide that simplifies life or anything else of value. Tell your viewer what to do, like “go to my website” or “purchase the Ebook on Amazon.”
Here are a few wonderful examples of spectacular YouTube ads to help you visualize the above learnings. Keep in mind that an ad like this always needs an exciting offer like a great warranty or a trial and a Call To Action to get them to your website.
This is the best book on the market and every other book has got it all wrong or aren’t as good. You’ll want to tell them why they need your book. The mission to successfully change lives needs to be bigger than the one viewer, it’s a movement to change the industry, etc. Ask yourself: What is my book saving to world from? Then answer it in your ad. You need people to feel impulsive after watching the video thinking: “I wish I knew about this sooner.”
In this strategy you’ll want to tell the story of your book. What is the deeper reason you wrote it and who you wrote it for. This is an important step in the process of having potential buyers identify with what you’re saying. Pro Tip: I should not be for everyone. This is the beginning of developing trust. If you back that up with a few testimonials then you should establish credibility.
The sheer volume of people using YouTube makes this one of the most desirable social media marketing platforms. There are more than 2 billion active users on YouTube with more than 30 million paid subscribers. The social media site has experienced phenomenal growth which is not surprising since Google owns YouTube.
YouTube is not a search engine though. It has a different role as a video-sharing site. The Hootsuite Global State of Digital 2022 Report says YouTube gets 14.3 billion visits each month and 1.7 billion unique visits monthly, so the video-sharing feature is essential to capturing a big audience and adding different audiences to promote yourself as an author and your books.
You can target any age group or multiple age groups too. Pew social media demographics research found that 95 percent of people aged 18-29 years old, 91 percent of people aged 30-49 years old and 83 percent of people aged 50-64 years old use YouTube. Another significant statistic is that 54 percent of U.S. adults visit YouTube several times a day or once a day.
By the way, YouTube is good for selling books written by you or selling a variety of other people’s books as a bookseller. In fact, some people are selling thousands of books each month that are low content – journals, meal diaries, guestbooks, etc. The author develops the form and the reader essentially does the writing after downloading the form. Even in these situations, you still need a marketing strategy and campaign to attract and retain the people who are likely to enjoy your products.
The opportunity to scale with video marketing is almost endless because YouTube’s global usage will certainly continue to increase. You have heard of “influencers” or people who have a reputation or credibility in an industry and claim knowledge and expertise on specific topics. Celebrities have large audiences in the millions and the power to persuade. But Shopify points out that there are different levels of influencers that include nano influencers (1,000-5000 followers); micro-influencers (5,000-20,000 influencers); power influencers (20,000-100,000 influencers); and mega influencers (100,000-1,000,000 followers).
You can become one of these types of influencers and sell thousands of books, even as a nano influencer. The key is to get people onto your YouTube site and keep them there so you can convince them to buy your book. One of the big advantages of social media today is that it is also mobile. People can watch your marketing videos on their smartphones, tablet and laptop, as well as on a home or work computer.
Accessibility adds to the marketing power of YouTube, but you still need to have a convincing marketing campaign to generate revenue. A poorly designed video ad and/or a lack of a solid marketing plan campaign will not achieve the desired results.
With a great YouTube marketing campaign in place, Accessory to Success can help you use YouTube content to get found within YouTube and on Google’s search engine results and get shared across social networking platforms. This is a path to becoming an influencer in your own right as an author. We can help you develop, implement and monitor a YouTube marketing campaign for authors by providing guidance based on our in-depth knowledge of social media marketing strategies that work.