Blake Preston and Brian Scott Fitzgerald, Social Media Marketing For Beginners: Unleashing the Power of Digital Marketing, Build a Strong Online Presence of Your Business (Fitzgerald Publishing 2023)
As an author, I am keen to sell my books. It would be great to make money, but the real goal is I want people to read them. And yet, I’m never going to afford the ads in tube stations you see for the big guns guys like Ken Follet or JK Rowling. I need some lower cost way to get eyes on my books, and I gather that the best way to do this in the 21st century is to ‘maximise my internet presence’. However, I don’t just want people to click on my book page or give me a quick ‘Like’. I want to get myself some real ‘fans’, people who will read the whole book, write me a five-star (hopefully) review and wait impatiently for my next book.
The first few chapters work on talking you into the programme, why and how social media marketing works, etc. I am a total novice, so I suppose I needed to read all that. But I’m anxious to get to the what. I want a step by step programme of what to do.
I gather I need to ‘convert followers into readers through intriguing content marketing’, But seriously, I am too busy writing to blog. I already subscribe to a million of those things, and they are mostly a waste of my time. Chapter 4 agrees with me, that ‘traditional social media marketing’ is a waste of time. Everybody ‘retweets’ and ‘likes’ and ‘follow’s everybody, but nobody actually buys anything. Chapter 4 suggests that the problem is that there is no ’screening’, so targeting is impossible. You have 100s of followers, but who are they, and what do they read?
Here are the 10 steps:
1. Find and target specific niches
2. Organise existing content
3. Reverse-engineer competitors’ best material
4. Develop optimised data for the payload
5. Promote your mailing list
6. Explore cross-platform content repurposing
7. Optimise content distribution
8. Raise the stakes of targeting
9. Modify your approach to list sales
10. Spend wisely
The first step is to design a ‘squeeze page’ or landing page, the page on the web that elicits people to leave you their email address. And obviously, you have to offer them something that’s not just spam, as we all already have way too much of that.
The first goal is to accurately define your unique selling proposition and find your sub-niche market, as you’re never going to compete with the big guns. If I define myself as simply ‘historical fiction’, people are just going to pass me buy and click on Hilary Mantel.
I understand the potential for repurposing and using content cross-platform (Facebook, Pinterest, Twitter, YouTube). If I write a blogpost on, say, ‘anachronisms in historical fiction writing’, I can then turn that into a YouTube video. I can teach an online course on the subject, design a Powerpoint presentation on the best and worst examples, etc. Chapter 11 suggests ten hours of promotion work for every one hour spent on content creation.
Chapter 13 goes into the use of hashtags.
Once you’ve converted ‘followers’ into ‘subscribers’, you have to offer them something valuable and new. Then you have to close the distance between wanting something for free and willing to pay something. Ideally, you want to get to the place where you create the content once, and it’s resold automatically, creating passive income.
After reading this book, I’m maybe a bit less of a troglodyte, but I was hoping for a more concrete walk-though—day one, do this; day two, do that. I’m not sure such a thing exists.







