On October 13, 2017: “BIG FYI I’ve sold 14 print books, 43 Kindles and 43 audio books this month so far!!!” ~ James Ochoa, LPC, Author of Focused Forward
Author Gains Followers and Increases Book Sales through a Targeted Social Media Strategy
Social Media Promotions Began May 27, 2017
James Ochoa LPC wasn’t getting the exposure, followers, or sales he wanted through traditional public relations techniques for authors. James decided he wanted to try social media. We had a meeting, and Dawn Weathersbee Marketing was hired to promote James’ book Focused Forward on his social media platforms.
A social media strategy meant creating a brand position for the author, gaining a deep understanding of his clients and his readers, and figuring out the book’s unique value proposition.
First, we prioritized James’ personal brand position. By interviewing James’ best clients, people who worked to help write the book, and James’ staff, we began to get a clear picture of what made the book appealing.
The next step in brand positioning was to look at the competition. We analyzed the digital presence of other therapists and coaches in the field of Adult ADHD. By defining the competitions’ brand archetypes, examining their offerings and brand promises, and noting their visual identity characteristics, we were able to see how we could differentiate James and his message.
After positioning James, we developed his core messages and brand values to support book sales and follower growth. We built three strong personas that needed the book, wrote the key messages that they needed to hear, and listed their problems and limitations.
Once the positioning and messaging were developed, we were ready to create content and position his brand across Twitter, LinkedIn, and Facebook.
“I have certainly created a stir and never been this busy before consistently, and a good problem to have for sure.” ~ James Ochoa, LPC, Author of Focused Forward
We created tracked links per platform, created graphics that resembled the book cover, and created videos where James addresses his target market’s favorite ideas from the book. Combining targeted content distribution with targeted techniques for growing his social media audience is working. We adpated many of the techniques described in Social Selling.
First Quarter Amplification & Engagement Metrics Across Platforms
Spending time focused on the key messages that resonate with James’ audience has lead to sales. For the limited time resources (5-10 hours a month) James is putting towards online promotions, he is seeing continued increases in sales and followers.
Sales and audience metrics from September 2017 show success in both areas:
On October 3, 2017: “BTW I have sold 6 already in October that is a great start for the month.” ~ James Ochoa LPC, Author of Focused Forward
We’re proud our content strategy has increased both sales and audience for author James Ochoa. As James looks forward to further product development, we are happy to say his growing authority on social media will lead to sales of James’ future offerings.