Marketing to kids in difficult times

From The Bookseller:

Many months ago, when we all sat in our meeting rooms, sipping coffee and bouncing campaign ideas around, I don’t think any one of us marketing folk could have predicted just how much our plans would be forced to change. The effects of the national lockdown on marketing campaigns and the publishing industry in general has been monumental, but when it comes to children’s books, there’s a whole extra layer of complexity. 

In the current climate, how can we ask parents to find the money to spend on books? What about those who don’t have time to read their kids a bedtime story? How can we reach kids and their parents in a sensitive, positive way? Many marketeers in publishing houses (or their own houses) will be wondering where to start. Here are some ideas for what seems to be working well right now.

1. Think audio

There are some new opportunities that have presented themselves during lockdown. Individuals are spending more time than ever with digital audio. Fun Kids Radio launched their ‘Stuck at Home’ podcast during the first week of lockdown, and have observed a 44% rise in streaming, with webpage views are up 126%. This is because they are creating useful, entertaining content for children, occupying them and which providing parents with a snippet of free time.

I’d highly advise creating an audio ad and distributing it across a network of interest-based children’s podcasts. Better yet, if you can get your author to record the audio (even on their smart phone) they can capitalise on their author brand, making the ad more sentimental and genuine. By utilising interest focused podcasts, you are sure to speak to your listeners at a time when they’ve chosen to engage. This is a tactical way to maximise on pester power.

Francesca Simon, the author of the wonderful Horrid Henry series, is also featuring on a podcast all about her title character. Her involvement will encapsulate children, those who are familiar with Henry’s adventures will relish in it, and the few that are yet to encounter his mischief will be begging their grown up to buy it for them.

Link to the rest at The Bookseller

9 Tips for Creating Amazon Ads that Convert

From Indies Unlimited:

Amazon ads can be a big opportunity for authors looking to up their sales especially during a time where it’s difficult to write the next book (like now, for instance). But if you don’t know how to use them intelligently, they can also be a big waste of money and time.

In this article, we’ll look at 9 tips all authors can use when advertising on Amazon, including:

  • How to get your book appearing next to the biggest authors in your genre
  • Why it’s okay to lose money on some ads
  • How you can make sure your book doesn’t end up in the wrong hands

. . . .

1. Choose Manual Keyword Targeting

Keywords play a huge role in ads because they help you control where your ads appear and who sees them. By default, Amazon chooses keywords for you to target–but you can select your own keywords for your Sponsored Product ads. You can do this by selecting ‘Manual targeting’ and then scrolling down to add your keywords.

. . . .

Sure, you can let Amazon do the targeting for you, but doing it yourself will allow you to explore more options and find better opportunities. You can find ad keywords in plenty of the same ways you’d find regular keywords, there’s even a dedicated tool inside Publisher Rocket to help you do just that.
It’s important to have at least 200 keywords in each of your ads–yep, you heard right… 200 keywords.

2. Target the Books of Authors in Your Genre

Using your ads to target a popular author in your genre can be an effective strategy.

If shoppers are already searching for the author, and your books have some similarities, you can use ads as a chance to get in front of your ideal readers.

Selling books through these keywords can also be a way to get yourself on the ‘also-bought’ section for that author. Though, that’s entirely dependent on whether the person who’s on another author’s page buys their book and then clicks on your ad and buys your book too.

If you’re targeting authors who write books like yours, and you understand your target market and have books that fit it, this could work out for you. Especially in markets with voracious readers.

. . . .

You may be wondering why “also-boughts” are important. Well the “also-boughts” are one of the main ways Amazon suggests new books to their readers. So, if your book makes the “also-bought” section for a well-known independent author in your genre, there’s a fair chance that you’ll get sales. I wouldn’t suggest you go for traditionally published authors like J.K. Rowling, though, as those types of keywords will be highly competitive and cost you too much for little return.

3. Target Books on the BookBub List

In a similar way to the previous tip, you can target books that have been recently featured on the BookBub daily email — these books get thousands of downloads, and you can take advantage of that.

Also, books that appear on BookBub will more than likely be less

competitive than the big-name authors in your genre. For example, it’s going to be cheaper to target an indie author who writes vampire fiction than it would be to target the Twilight series.

Thanks to BookBub promotions, there’s a good chance these keywords will lead to traffic.

Link to the rest at Indies Unlimited