AtlasBooks Distribution Blog

Photo courtesy of Joyosity via Flickr.

Part Three of your social media strategy? When.

Remember the first two elements:

1. Who are your readers? — narrowing down their demographics as finely as possible.
2. What are you selling? Features vs. benefits content development. What action do you want your readers to take? Have you made it easy for them?

Once you’ve identified these two strategies, you’re ready to dive into #3: When.

When do you plan on communicating with your readers? How often? Do you currently have an advertising schedule that clearly defines when you advertise and in what publications? Start there.

Think in terms of your reader’s calendar, and identify the seasonal nature of your product. If you’re an accountant, then April and October will be your busy periods, and you need get in touch with customers before those months. If you are an attorney, clients call you on an as-needed basis, so you want to stay in front of them consistently.

How often do you want to communicate with your readers? Here are some timelines and how to use them:

Monthly: Great for letting customers know about upcoming book launches, your speaking engagements, and special offers.

Weekly: What current events affect your readers? What trends in your business do readers need to stay abreast of? Share your knowledge to make reader’s lives easier and better.

Daily: If your industry uses appointments to schedule consultations, let your customers know you’ve got available appointments today. Restaurants motivate diners by letting them know their daily specials.

To really motivate your readers, make the when time-sensitive. Give them a special offer with a deadline that spurs them to action before a certain date. Don’t forget to make it easy for them to take that action, either online or by visiting your store.

Don’t forget to plan for your social media during those busy times: who will handle communicating with readers when you’re swamped? Robust business is exactly what you want, and make sure you don’t leave your readers without your message during those times.

If you’d like to learn more about social media to promote your books, sign up for my monthly email newsletter here.

Maria Peagler is the author of Color Mastery: 10 Principles of Creating Stunning Quilts, a Benjamin Franklin award winner for Best Craft Book of 2010.