BTA Fridays™ – Breaking the Algorithm™: What Is Your Digital Marketing Supposed to Do?
Authors hear that we need websites, email lists, regular posts, ads, and another service somebody insists we cannot do without.
Before long, we’re spending time and money without understanding how those things fit together.
I wanted to start this conversation with a basic question: What is digital marketing, and what do we want it to accomplish?
Watch the full episode:
You May Already Be Doing Digital Marketing
Digital marketing uses online channels to help people discover your work, learn about it, and decide whether they are interested.
Your website, emails, and social posts can all be part of that process.
When you post about a book and include a link where people can learn more, you are marketing. When you send an email announcing a release, you are marketing.
The question is what you want each effort to accomplish.
It is easy to stay busy doing the activities without stopping to decide what they are supposed to do for your business.
Who Are You Trying to Reach?
We all want people to read our books. But people who read do not all want the same kind of book.
Think about your own habits. Some descriptions interest you immediately. Others describe books you have no desire to read.
Potential readers make those decisions, too.
If you write horror, you want to reach people who enjoy horror. If you write children’s books, you are often trying to reach adults who select or purchase books for children.
Even within that group, the information people need can vary.
A parent may want to know the age range and the story. A teacher may want to understand how the book could fit into a classroom.
Knowing who you want to reach helps you decide what to tell them.
People Take Different Paths to Your Work
Someone might hear you on a podcast, visit your website, read about your book, and join your email list.
A few weeks later, an update reminds them about the book, and they buy it.
Another person might see the description and purchase immediately.
Both paths can happen. That is why having ways to stay connected can be useful.
On Wednesday’s episode, I discussed earned, paid, and owned media. Those terms help explain different parts of this process.
A reader’s unpaid recommendation can introduce your work to somebody new. Advertising can put it in front of a selected audience. Your website and email can provide information and maintain the connection.
The channels need a purpose within the experience you are creating.
What Should Somebody Do Next?
Marketing does not always need to end with an immediate sale.
You might want somebody to read a sample, visit a book page, join your email list, or purchase a copy.
Whatever you want them to do, make that next step clear.
If you invite people to learn about a book, send them somewhere with the information. If you ask them to purchase, make sure the link works and takes them to the correct place.
We can get so focused on getting attention that we forget to look at what happens after somebody responds.
Follow your own links. Look at your website as though you have never visited it before.
Can you find the books? Do the descriptions explain them? Is it clear where to buy?
Those details deserve attention before another promotional expense.
Attention and Sales Tell You Different Things
A post receiving views tells you it was viewed. A link receiving clicks tells you people clicked.
That information can be useful, but neither number automatically tells you a book sold.
Compare the result with the goal.
If the goal was website visits, did people visit? If it was email signups, did they subscribe? If you paid for a promotion to generate sales, what sales could you connect to it, and what did you actually earn?
You may not be able to trace every purchase or outcome. Be honest about what you know, what you don’t know, and what remains uncertain.
That matters when you are deciding whether to spend money again.
Start With What You Can Manage
I learned the hard way that every tool can sound necessary.
Your time and budget still have limits.
Start by looking at what you already have. Is the book information clear? Are you keeping in touch with interested readers? Is there one part of the process you can improve and manage consistently?
That might mean improving a book page, communicating with email subscribers, or sharing a post that helps readers understand what you write.
As you learn more, you can decide where professional support makes sense.
Before adding an expense, know who you want to reach, what you want them to understand, and what you want them to do next.
Those answers give you a way to evaluate the offer.
Key Takeaways
Digital marketing includes the online ways people discover and learn about your work.
Different audiences need different information to evaluate a book.
Readers may encounter several channels before making a decision.
Clear links and useful destination pages matter after someone responds.
Results should be compared with the specific goal you set.
Publishing With Bright Headed Publishing
A book’s publishing plan needs to consider how people will understand and access the work.
Bright Headed Publishing provides hands-on support for selected authors, including interior formatting, print and ebook preparation, ISBN assignment, distribution setup, and launch materials.
We also consider the book’s positioning and the materials that support conversations with readers and literary partners. If you have a completed or nearly completed manuscript and want to discuss your needs, contact Bright Headed Publishing.
https://brightheadedpublishing.com
Finley’s Journey Spotlight
Finley’s Journey by Jeff Hepner gives us a practical example of explaining a book to different audiences.
A family may be interested in following a young trout from a classroom tank toward the wild. An educator may also want to know about the connections to trout life cycles, watersheds, and river stewardship.
Published under the Bright Headed Publishing imprint and part of the Classroom Creatures Chronicles series, the book draws on authentic conservation experiences. Its companion student workbook provides chapter-connected activities that extend the story into learning.
This project reflects the publishing and resource-development work behind a book, as well as the importance of explaining that work clearly.
https://brightheadedpublishing.com/new-releases
The Author’s Mic™ — Be a Guest
If you are an author, editor, publishing professional, or creative doing meaningful work in the literary space, apply to be a guest on The Author’s Mic™:
https://brightheadedpublishing.com/be-a-guest
TrustBridge™
TrustBridge™ connects indie authors with bookstores, book clubs, podcasts, and other literary platforms through curated introductions and real relationship-building. Every author package includes a professional media kit.
For authors — TrustBridge™ Author Services:
https://brightheadedpublishing.com/trustbridgetm-author-services
For bookstores, podcasts, book clubs, and other literary partners — TrustBridge™ Partner Network:
https://brightheadedpublishing.com/partner-with-us
The Indie Author Toolkit
Practical tools and strategy for making stronger decisions throughout the author journey:
https://brightheadedpublishing.com/products/digital-product-10197841
Books From Bright Headed Publishing
Discover and support books published by Bright Headed Publishing:
https://brightheadedpublishing.com/products
Indie Reader Society™
Join a reader community created to discover and discuss books by indie authors:
https://bookclubs.com/the-indie-reader-society/join/
Free Guide: So You Wanna Write a Book
If you have a book idea but need help understanding where to begin, download the free guide:
https://brightheadedpublishing.com
Watch, Comment, and Stay Connected
Watch the episode, then tell me in the comments: When someone responds to your latest book post, what do you want them to do next? Share this blog with an author reviewing their marketing expenses, and follow Bright Headed Publishing for more practical conversations about building an author business.
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