Introduction
Now we come to a part of marketing that, for some reason, a lot of authors I’ve seen in my various Facebook groups seem to neglect. I have to say that authors on Twitter that I’ve dealt with seem to do well with networking as a part of their marketing. Authors on Facebook though? Anytime someone hosts a networking style event for readers and writers, I see the same faces and rarely anyone new. If you’re in the camp that, for whatever reason, avoids networking… Well, networking is essential, and connections are vital, so don’t keep avoiding it if you want to be successful. A lot of you may be avoiding because you don’t know how simple networking can be or where to start. Hopefully, by the end of this article, there won’t be an excuse left or a feeling of not knowing where to start.
Why Networking?
The simple answer? No business owner or business ever succeeded without connections, and networking is where it starts. Know anyone who got a new job because they knew someone who knew so-and-so, who knew the person in charge of hiring? Assuming you aren’t that person yourself, you probably do because it’s not uncommon for connections to give you a foot in the door and start the ball rolling. They might not hire you predominantly because of who you knew, but it sure doesn’t hurt anything.
Word of mouth and connections are powerful things. It starts with those in your network liking you and what you have to offer then telling someone else. And guess what? That’s exactly what your ARC readers are meant to do. But you find them through your network of other writers and readers most often, so if you don’t build that network, you’re at more of a disadvantage than you already were with Amazon’s strict review policies.
Simply put, you cannot operate in a vacuum. No one can. Not if they want to succeed. You need other authors on your team, and you absolutely need readers you’ve connected with to share their unique experience or take on your work.
Does Networking Work?
Those of you who’ve been reading the blog for a while know I like examples of the things I recommend or discourage. In the case of what I recommend, examples of success are preferable. This one is no different. I found every one of my ARC readers and most of my reviewers via my network. How? First, I let those I’d already connected with via social media or email know I was looking for help with reviews. Then, some offered to help, but many of my author acquaintances or friends just shared it. They didn’t have time to help me with a review, but some of their connections did.
Another way I’ve used networking is through groups on Facebook or threads on Twitter. It’s relatively easy to strike up a conversation or join in on one already started, and often, it leads to further connections. It might not yield a sale or a review right away, but my sphere still grows, and if I took the time to connect and then to keep the connection fresh, then it may convert to sales or reviews later–if not from them, then from their audiences if they share your content.
In the end, yes, networking works. But it’s not a get-rich-quick method. You won’t see results if you treat it that way. If you’re in it for the long haul to build your platform, though, then you must network, even if it leaves you a little less writing time.
Connections sell better than cold, hard pitches, especially in a virtual market where people expect you to do more to give them that sense of a real, genuine connection with you before they’ll buy what you want to sell them. They can easily ignore your cold, hard sell or get bored and move on. A connection lasts longer.
Handling Networking
Hopefully now you’re convinced you need to network, if you weren’t before. We don’t work in a void, so people are part of the process, particularly with marketing.
But now you may wonder… How do I network? It sounds hard. I don’t do well talking to people, and I hate selling people on my work. I don’t know what to say… The objections go on and on.
Let’s address a few of the more usual issues.
First, it’s not hard. Depending on what you do, it’ll take you more time than some thing, but in and of itself, the task isn’t hard. If you’re totally new to networking, start small. Join group on Facebook or participate in ones you’ve already joined. Or go search for different threads on Twitter under various writing hashtags and start interacting on there. Get yourself out there and start building those connections.
Second, if you don’t do well talking to other people… Well… Online does make it a little easier because you can think through what you send prior to sending. But in all honesty, you’re going to have to talk to others at some point. There’s no avoiding it. Just be yourself. If personal conversations make you uncomfortable, not to worry! Networking isn’t about being extremely personal or deep. You just have to be genuine, warm, and professional.
In fact, I generally advise you avoid deeply personal conversations online unless you know the person fairly well already or have good reason to believe they are telling the truth about who they are. It’s just basic online safety. Don’t share things like your address, your phone number, or any details that could give a clue as to where you live. (Obviously, if you’re using some newsletter softwares or other things, your personal information surrounding mailing address and the like may get out. So if you’re uncomfortable with that, I’d advise a PO box.)
Not everyone online is a creep, but there are enough of them out there to warrant being a little bit paranoid. Just be smart and avoid giving personal info unless there’s a very, very good reason to give it. The guy who’s been messaging for a week who just asked for your number? There’s no good reason to give it. Shouldn’t need to clarify this part on networking, but lots of authors and new business owners don’t seem to understand basic online safety or how to handle professional interactions.
We’ve all heard stories, but for some reason, despite hearing the stories, some people still make unwise decisions. Anyway, the point is be professional, stick to business-related topics or harmless conversations that don’t provide any private information, and use common sense. But don’t let talking to people or the chance of a bad egg in the lot ruin your attempts to network.
Third, you don’t know where to go or how to start… Social media. That’s what I’d start with. Like I said before, join some groups related to your business and your books. Talk with other readers and writers, and don’t be shy.
Fourth, you hate feeling like you’re selling something to people. On this one, the blunt truth is…you are. You’re going to have to accept that and move on. But, you can alleviate some of the feelings of being sold to and the frustration that can bring. It’s simple, really.
Unless they’ve asked you to tell them about your book or product and to sell them on it, don’t start off with it. Let it come up in the conversation naturally. Develop the connection so that when they see a post on a product you want reviews, buyers, or whatever else for, they’ll be more inclines to say yes. And, down the road, nothing wrong with selling to them–if you do it in a way similar to how you’d sell to a friend or a good acquaintance. Whatever you do, if you get the sense they wouldn’t like or find your product useful, don’t try to pitch it. That only frustrates everyone involved.
Conclusion
I’m hoping that answers the basic questions and issues regarding marketing. It’s really not as difficult as you may think. It can be as simple as getting on Twitter and replying to or posting a few Tweets. I try to do that regular, and I get a fair amount of interaction from people either in the replies or via a new follower. Building that connection is essential though, so if you’ve been avoiding it, stop now and work out how you can include it in your marketing plan.
Lots of like-minded authors looking to succeed are throwing release parties or author takeovers (where authors get time slots to post about their work) on Facebook or even on Twitter. They’re doing live videos on Facebook, Instagram, and YouTube. They’re involving each person who comes on board with their audience. You can too. You’ll have to show initiative and do the work for it, but while it might take time, it isn’t rocket science. So give it a chance and don’t discard this important piece of marketing just because it might be new or uncomfortable. And if you’ve been doing it for a while? Keep working at it. Find new ways to interact and engage with others to build your network.
That’s it for this week, everyone! I hope this has proved useful. Feel free to leave questions in the comments below if you have them!