Budget Marketing: Target Practice by Suzanne Rock
When I was younger, archery was one of my favorite activities at summer camp. I practiced enough to become quite good at it. I wasn’t splitting arrows or anything, but I got to the point where I could hit the center of a target with some reliability.
The same is true for marketing. The key to effective marketing is finding your target reader and then giving them a high quality product. Not only will this save you marketing dollars, but time as well.
So much time and money is wasted marketing to people who have no interest in your book. By finding your niche of readers, your message will have a greater chance of being heard.
Below I’ve discussed the steps in targeted marketing in more detail.
The first step is to define your audience. Find something unique about your book that will speak to a certain group of people. Does your hero ride a motorcycle? Own a bar? Is your heroine a vet or a knitter? Does your story take place in Argentinaor Australia? Does the heroine drink wine? Does the hero own a dog? Thinking outside the box will extend your reach and help build your audience.
Another way to think about this is to think of the demographic of your reader. What is your typical reader’s gender/age/education/income? What do they value? Do they live in houses with white picket fences or condos in a high rise? do they drive a Chevy pick up truck or a Prius? All of these things will help you define your market.
Don’t just browse the posts, become an active participant. The more you post, the more likely people will remember you. Post links to useful web content that helps the discussion (not necessarily links to your business). This will establish you as an authority on the topic and a “go-to” person for information. Be helpful and courteous, but above all, be nice. Don’t shoot yourself in the foot by airing grievances or complaining in these forums. Those types of things are better done in private.
Once you’ve found your target audience and have gathered information, design a message. This is where your tagline comes into play. Think of it as what you tell people when they ask you what you write. Whatever you come up with, it shouldn’t be more than one sentence.