Social Media Strategies

Catherine Saykaly-Stevens: How Does Social Media Convert to Book $ales?

Social Media Strategies by Catherine Saykaly-Stevens

There are billions of social media messages posted every day, yet almost 89% of them go virtually unseen or ignored. That’s frightening when you think about all the time you spend working on your social media.

How Does Social Media Convert to Book Sales?

Isn’t that a loaded question?

So, how does Social Media convert into book sales?

Unfortunately, the short answer is:  It doesn’t.  Social media alone does not convert to book sales.

Social media alone will NOT sell anything.
Post social media to support your campaign; do not sell.

@CatherineNetWeb #quote

(Yes, that’s tweetable.)

Social media alone will NOT sell anything.
Post social media to support your campaign; do not sell.

@CatherineNetWeb #quote

(Yes, that’s tweetable.)

It does not just affect authors.  Whether you’re a blogger looking monetize a blog, an entrepreneur selling programs, or a coach selling subscriptions; social media alone does not convince people to buy. There are billions of social media messages posted every day, yet almost 89% of them go virtually unseen or ignored. That’s frightening when you think about all the time you spend working on your social media. On the road from Social Media to Sales there are many steps and when you don’t know what they are those steps become gaps.  It’s in the gaps that your audience loses interest. The more gaps you have, the more you will struggle to bring more people to where you are.

Every social media post must have a purpose:  Every – Single – Post

No, every post does not have to be mind-blowing, transformative information.  Yes, you can still have filler posts, but there must still be a motive behind each one of them.

While posts can differ in purpose (information, announcement, behind-the-scenes, resource) most posts ought to do one thing at the base level:  Engage your fans! Engage your visitors! Engage your target audience!

The term Fan Engagement encompasses all 3 and is the key to unlocking your audience’s interest and that next step to getting them closer to sales.

So what is Fan Engagement?  It is your audience’s actual interest in your posts. It is when your fans, visitors, target audience stop to look at your content and feel compelled to Comment on or to Share with or to Add to what you have posted, especially if they add to or create a conversation bringing more energy.  It is to share what you’ve created with their own audience because you have struck a chord with them.

What Fan Engagement is not?  Liking a post takes the least amount of energy and effort.  While a Like is better than the post being unseen or ignored it is not considered fan engagement. Consider not running to the next post so quickly. Stop, comment and share along the way.

An engaged audience does not require as much energy or enticement to return to your accounts, and typically will bring their friends, colleagues, and more audience with them.

A post with engagement often has an invitation built in, however subtle. (We will look at this next time.)

Try This: 
Think of the last social media post you created. How did your audience … and visitors … interact with it? Was there ‘an invitation’ to engagement?  If you were to adjust it before re-posting it, how would you alter it so that it would include an invitation to engage and get more comments or shares?

This post is part of a series unfolding over 5 issues and will look at some of the missing pieces to help get your social media from ‘unseen posts to converted book sales’. Be sure you subscribe to Opal Publishing so that you get the next issue.


Catherine Saykaly-Stevens | TheNetworkingWeb.com
Target Audience Growth and Fan-Engagement Social Media Consultant and Trainer

Connect with me:  LinkedIn | Twitter | Facebook | Instagram | Google

Showing authors, entrepreneurs, speakers, coaches how to sell more books, programs, and services with the Quick Start and Quick Results Programs.

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Grow Your Audience, Expand Your Reach, Increase Fan Engagement, and Increase Sales Conversions …
To Sell More Books, Programs, and Services.

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