Book marketing on Twitter is not a simple task and it requires a coherent long-term approach to be successful. 
 
In this article, you’ll discover the importance of consistency, find out what types of tweets to create and learn a marketing approach that will work for your book. 

Why You Need a Book Marketing Strategy for Twitter


Twitter is a fast-changing social media platform offering a unique user interface. 
 
The average post typically lasts no longer than an hour on a feed. 
 
Due to this, it is essential to have a clear strategy for book marketing that will maximize the user's attention and make your posts stand out on such a chaotic platform.
 
The overall goal as an author is to create a consistent rhythm to your social media content. 
 
By conveying a trustworthy, transparent persona over Twitter you will attract loyal readers with a similar mindset. 
 
By publishing posts at a similar time each week, you will also be building trust in you and your offerings as well as providing your potential readers with valuable content. 
 
There are no shortcuts to building a dedicated readership; it requires consistency and dedication. 
 
The modern-day reader wants to feel a sense of belonging with their author, it is vital you use Twitter to portray yourself in a good light which appeals to the masses. 
 

Understanding Twitter


At one time Twitter was a firehose of information, but the interface has become more sophisticated over time. 

Twitter users can toggle between two different Twitter timelines: Top Tweets and Latest Tweets.

Latest tweets show people their followers’ tweets in real-time. Top Tweets uses the Twitter algorithm to shuffle posts in what it suggests as a better order.
 
As with all social media platforms, the actual details of the algorithm are secret, but below is a list of the kinds of things that Twitter feels are important. 
 
You should be creating tweets that tick as many of these boxes as possible. 
 
Recency

  • How recently the tweet was published.

Relevance

  • Keywords used in a Tweet, and how often users engage with tweets that use similar keywords.

Engagement

  • How many retweets, clicks, favorites, and impressions a tweet gets.
  • The tweet’s engagement relative to other tweets from the same user.
  • How often people engage with the tweet’s author, through active engagements and impressions.

Rich Media

  • The type of media the tweet includes (image, video, GIF, and polls).
  • The type of media users engage with most often.

Other factors

  • How many followers an account has.
  • The account’s location relative to other users.

It is difficult to say which elements are the most important, but it is generally agreed that ‘engagement’ is a critical factor. 
 

Be Consistent


So many authors make the mistake of using their social media accounts to portray views on controversial subjects and make extravagant claims.
 
If you wish to create a sustainable, long-term book marketing strategy, you must present a consistent online image and message across all potential readers' interactions. 
 
This is most important when interacting on social media, but is also relevant when constructing your website, writing blog posts, and formulating emails. 
 
This blog post goes into great detail on how to create a unique identity on social media.
 
Providing a consistent online image is the cornerstone of your book marketing approach.
 
If you are able to present a consistent online identity, it will attract like-minded readers to your content. Over time, these potential readers will engage and gain interest in your social media account and eventually books. 
 
Rather than trying to convince readers who may not be interested in your book to buy your work, your goal is to attract like-minded readers that already love the type of books you write. 
 
In doing this, you are not trying to 'sell' your book; you are trying to create a consistent message that will attract appropriate readers. 
 
These readers will love what you are writing, be attracted to your online identity, and eventually become followers and fans.
 
Your goal is to create a consistent message which, over time, will attract these target readers. 
 
Although, a consistent identity that doesn’t contradict is not all a reader craves. 
 
Consistency in uploads when book marketing can make readers begin to anticipate input on certain days. This expectation brings anticipation and interest which will begin to rapidly grow your readership through word of mouth. 
 
By downloading TweetDeck, a service provided by Twitter, you can schedule Tweets to post at any time. This allows you to create a strict schedule as well as permitting engagements with users internationally in their prime hours on the platform.

Facebook Engagement

Credit: https://sproutsocial.com/insights/best-times-to-post-on-social-media/
 
Book marketing often requires you to hold your nerve but remember just because you aren’t receiving many likes or comments it doesn’t mean that your readership isn’t engaging. 
 
It is said a user often sees a post from an account seven times before interacting, so just because there is no physical engagement doesn’t mean your readership aren’t absorbing information. 
 
One of the biggest mistake writers make when using Twitter is giving up too soon. 
 
Stay consistent with your identity and content and you will see an eventual growth in engagement. 
 

Engagement

 
Twitter uses insights to analyse their engagement on the platform.
 
Authors should use this to full advantage when book marketing. Users can simply press the chart button (far right) under posts to quickly check impressions (views), total engagements and more. 


Twitter
 

Furthermore, when visiting https://analytics.twitter.com users can gauge a more detailed explanation of activity on their account. 
 
The website also shows most interacted with followers as well as top posts from previous posts. 
 
Authors can use this information to duplicate well ranking posts in future months and make sure to engage with their top fans. 
 
28 Day Summary
 
The main part of building a modern dedicated readership is preventing readers from feeling abandoned or unwanted. You can do this through engagement and using likes, retweets and comments the correct way. 
 
Retweeting is a popular form of interaction on Twitter, but it must be used with caution. 
 
The reason being that a retweet will be prominent on your profile. This means that anyone scrolling through your feed will see all of the posts that you have retweeted. 
 
A key element to book marketing is that you are providing a constant reflection of your identity; therefore, you should ONLY retweet content that relates directly to your core message and themes. In other words, retweeting can be used to reinforce these important elements of your online persona/identity. 
 
You don’t want to clog up your feed with hundreds of tweets you have not created. 
 
Liking your followers and other users' content is also a common practice on Twitter and is something that you should do on a regular basis. 
 
A like can be used a little more freely. A list of the contents that a user has liked is more hidden on a profile; therefore, you have more freedom. 
 
One good example of using a like, is to portray your views on more controversial topics, this can be used strategically. You can use it to gain attention of other users or reflect your identity more subtly.
 
Replying and commenting on posts is essential to creating a community of readers. You should be looking to engage in this way as much as possible. You should be free with your comments. 
 
In short, think of using Twitter in the following manner:
 
  • Retweets: These are the most powerful form of interaction, second only to posting your own material. These should be used sparingly and only for content that is directly related to your identity.
  • Likes: Liking other users' tweets can be done more often and freely. You can also use these to show support on more controversial topics. 
  • Comments: You should be looking to comment as much as possible on other user's tweets. This will help to establish your place within a community on Twitter, whilst also supporting and building a readership. 
 

Profile Picture, Banner and Bio

 
When book marketing having a Twitter account, which appeals to potential readers and stands out from the rest is an essential part to success. 
 
A profile picture is usually the first thing a user sees and can make you stand out on a home page filled with posts. 
 
Make sure you have a high-resolution photo that presents yourself in a relevant manner. If you have a persona that is light-hearted and funny match this in your profile picture. 
 
You should also try to include a colorful background as this will help draw the reader's eye to your profile. 
 
Alongside your profile picture on Twitter, you have your banner. If you have published books, then consider creating an eye-catching display of your works. 
 
If you are yet to finish your book or create a cover, try and find a picture that is relevant to your upcoming book. Perhaps to do with the location or genre you are writing in. 
 
When it comes to your Twitter bio, it is essential to make it clear to users that you are an author, a lot of writers fail to do so. 
 
Use the bio to sum up your identity, let your potential readers know what you are offering and the kind of content you will be creating on your Twitter account. 
 

Twitter Lists


Twitter provides the ability for its users to create public and private lists that can be used to group followers. These Twitter lists are a heavily underused function, which if used rightly, can kickstart your book marketing on Twitter. 
 
So, how do you create a Twitter list?
 
The image below (Figure One) is found on your Twitter page when accessing it via a web browser. You can see the 'list' button. 
 
Figure One

From this, click the top right button (Figure Two) on the list menu. This is how you create a Twitter list. 

 
Figure Two
 
From this menu (Figure 3) you can create lists. Name them, add a description. 
 
You can make lists either public or private. 
 
Public lists will show up to anyone looking at your Twitter profile. Also, people you have included in the list will be informed. Private lists will not be seen by people visiting your profile, nor will members of the list be informed.
 
Notice the tick box at the bottom of the menu ‘Make Private’, this is important. 

 
Figure Three

Twitter lists can be used to categorize and group readers. 
 
You could create a public list and include any publishers or agents you know. Think of a flattering name such as ‘best book sale influencers’ and use the list to cement yourself as an expert in the industry. 
 
You could also create a private list of any known readers of your books or even accounts that you have engaged with in the past. 
 
By clicking on the list, you will be able to view all recent posts from the accounts and quickly engage with their posts. 
 

Hashtags

 
As mentioned before, Twitter’s fast-paced, ever-changing feed requires use of all the functions the platform has to offer to successfully book market on Twitter. 
 
By using hashtags, you can categorize your posts and make them easier for readers to find. Using relevant quotes to the content you are creating will increase your tweets' impressions. 
 
Hashtags such as: #amwriting, #WritingCommunity, #WritersCafe, #helpthewriters, are often visited by writers and readers to network. 
 
Consistently post under these hashtags and users will begin to recognize your contributions. 
 
Furthermore, consider creating a hashtag to contain your own readership. 
 
Cultivate a hashtag that is quirky and relates to your books. Ideally, the hashtag would be able to be included within a sentence or at the end of one. 
 
Another option is creating a hashtag which is relevant to your book genre and encouraging interactions within it. This would allow you to categorize other writers within the genre as well as fans of it. 
 

Final Thoughts

 
The key to book marketing on Twitter is consistency and patience. 
 
You can’t rush this process. 
 
Offering a genuine identity for readers to connect to whilst creating regular content your audience love is a method to success. 
 
Make sure to analyze your Twitter insights and data to understand which posts are gaining the best engagement. Furthermore, be sure to make use of all Twitter’s functions and offer a unique and professional account for readers to connect with. 
 
The overall goal of book marketing would be to direct readers to your website.
 
You can do this through linking to blog posts from Twitter, which you have uploaded onto your page. 
 
From here you should create a mailing list, including a capture form at the bottom of the blog post. Give something away. Create a short story within the world your book is set in or scan handwritten drawings or notes and give away PDFs to readers joining up to your mailing list. 
 
This will entice and help grow your readership quickly. 
 
Once you have a mailing list, the readers have given you permission to sell your book to them, due to presenting clear interest by providing you with their email. 
 
This method of book marketing is a sustainable long-term process and prevents your social media from becoming clogged up with constant unwanted promotions and sales posts. Which in term would see your social media lose followers. 
 
For more information on how to market your book online visit https://proactivewriter.com/books/how-to-market-a-book-the-power-of-consistency for your copy of the FREE eBook ‘How to market a book: The power of consistency’ as well as four other FREE eBooks to aid you on your writing journey.