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Thursday, December 21, 2017

Automatizing indie author marketing?



Yesterday, I read a blog on automatizing book marketing. More than one dozen blog readers had thanked the blogger profusely, "Thank you so much for sharing this valuable information..."

It wasn't valuable information.

In fact, the implementation of automatized book marketing killed off some of the industry's most valuable opportunities because the targeted people got annoyed with these efforts.

Automatizing processes only works for Big Data hoarders like Amazon, Facebook, and  Google.

These corporations have the capability to use complicated algorithms to analyze huge amounts of data and use the gained insights to boost sales.



Smaller book sellers rely on personal contacts/services to be successful, in a similar way as small handyman businesses rely on word of mouth to stand their ground in a world full of big home improvement chain stores.

Word-of-mouth is "the original" organic marketing.

Organic marketing, termed as C2B or Consumer to Business Marketing, refers to the act of getting your customers to come to you naturally over time, rather than ‘artificially’ via paid ads. 

Word-of-mouth marketing worked hundreds of years before anybody called it organic marketing.

Vegetable market in Hamburg, c. 1900

For instance, tailoring email templates is one way to automatize the process of contacting book reviewers and book bloggers.

Recently, an indie author told me, "I use templates because I have no time to write individual, personal emails."

So, I asked him if he thought that book reviewers have more time, that they have staff who handles their chores like cooking, cleaning, or mowing the lawn.

He replied, "No, of course not, but they review books like I write books; it's what they do."

"Right," I said, "and, whose books do you think they pick from the hundreds of  books they get offered every month? Books from authors who just send them some generic email or books from authors who send them a nice personal email that addresses their personal interests?"

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Nobody wants to be a number!

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Equally:
Can this work?
Could it work?
Has anybody responded to an automated tweet, in the last three years?



To gain an organic following don't automatize any processes but BE PERSONAL.

Value every "little wheel" and show it.

Please share your thoughts in the comment section.

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Gisela Hausmann is a 29-year publishing industry veteran who self-published her first book in 1988.

Her work as an Amazon ecommerce review expert has been featured on Bloomberg (tech podcast) and on NBC News (biz blog);  her work as an email evangelist was featured in SUCCESS and in Entrepreneur.

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Gisela tweets @Naked_Determina

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© 2017 by Gisela Hausmann
Pictures of cogwheels by Petr Vaclavek via Shutterstock