So you’re an author, and you thought having books published and out in the world would be enough. But it seems like nowadays everyone has to be an influencer to be noticed, and that might be fine for some, but for a lot of people they just want to do what they love without having to become a full blown social media specialist and content creator on the side.
This is especially true for authors who started writing because they have stories to tell, and characters in their heads who demand to be put down on paper (or typed out on a screen). So what’s wrong with relying solely on social media for growth and longevity?
The downsides of only using social media as an author
Here’s the thing, social media isn’t a bad form of exposure for your books, and it can absolutely drive awareness and discovery. But it’s not easy, not consistent and the platforms change their minds so fast about what makes a ‘good’ post that you need a masters degree to keep up.
You don’t have the time for constant posting
In the world of socials, if you’re not consistent you may as well not be on the platform.
Many authors have full time jobs and write in their free time, so if you’re spreading yourself thin by writing, doing housework, eating, family obligations, looking after yourself and then you have to be a social media expert too? That’s the fast track to burnout. And if you’re not consistent then you don’t get much, if any exposure, because platforms don’t like inconsistent content.
The algorithm strikes again
Everyone is familiar with this particular problem. One second everything you post has good engagement, great views and you think you’ve cracked the formula for success. Then the next day you wake up and check your latest post = low views, and where’s the engagement? Turns out the algorithm changed overnight, without warning and you’re scrambling to catch up.
After a while you’re spending more time stressing about socials than you are writing your books. The algorithm is ever changing, and trying to wrangle that beast is an endless task.
Social media is never permanent and you don’t own your content
That might sound odd, it’s your content so surely it’s yours right? Wrong. You could wake up one day and your account is suspended and you don’t know why. A bot decided to flag your recent post now everything has stopped being promoted. You were busy for a couple weeks and didn’t have a consistent posting schedule, so now you’re back and your content isn’t being shown to anyone.
Every platform you use controls your content and decides whether it stays or goes, no ifs ands or buts.
So what should you do about it?
It’s time to take your writing from hobbyist to serious author. Social media isn’t the only path to success as an author, and the first step is to have a dedicated platform and presence outside of social media. If you’re wondering why, let me break it down for you.
Email newsletters for authors are more important than you think
Your email list is your direct line to your readers— the ones who love your work the most.
Email marketing is a conversion machine, meaning pretty much every individual or business can attribute a large portion of their sales to their email list. But why is that?
- 59% of people report that their purchases are influenced by email
- On social platforms your content isn’t shown to all your followers. With email it’s everyone.
- It’s an effective way to create anticipation for new releases, events or special offers.
- You can build a stronger community and loyal fanbase through exclusive and behind-the-scenes content.
An author newsletter is one of the most important and effective tools you can use to promote your books and is one of the most important tools for a long-term career as a writer.
Why an author website is non-negotiable
Let’s be real, a lot of people think ‘eh, it’s nice to have but it’s not important’ but that’s totally wrong. Your website is a platform that you control. No jumping through hoops. You put down the content you want and structure it so that it directly achieves your goals. More book sales? More newsletter sign ups? A website can make it happen.
The messaging showcases your personality, who you are, what you write, and why. You don’t need flashy TikToks or Instagram marketing to give readers a deeper connection to your work. Your website copy and blog content (if you write one) will rank on search engines for years to come, not 8 hours on a social platform.
SEO is always working behind the scenes
You may have seen SEO used as a buzzword: SEO this, SEO that, you’ve got to optimise! But what does it actually mean and how does it benefit you?
Search engine optimisation is how people find you online and the words on your website are the thing that makes it happen. SEO is a long game, so if you tailor your website copy to work in your favour then you rank higher and higher in the search results. Meaning, what are your readers already searching when they look for a new book to read? Does your website answer their question, because it should. That’s how you get SEO to work for you.
But what if I already have an author website or an email list?
That’s fantastic, you’re already thinking in the right way, but things can get even better.
Now you should be thinking about what your website says, and how does it say it? Are you letting people know exactly what kind of story you write and why it should be read, are you directing readers to your books, to your newsletter sign up?
Take a look at your site and go through the points mentioned: messaging, clear design, and easy navigation. Think about your personality and the tone you use to connect with your readers. Apply the same process to your emails: are they clear, do they serve a purpose, and do they provide valuable content?
It doesn’t have to be a massive 24-email strategy chain. Start simple, write engaging content about you, your writing sessions, character inspirations and anything in-between. Just start writing and you’ll learn over time what your readers love to see in their inbox; after all, they subscribe because they want to hear from you.
Remember: your author website and email newsletter are a powerhouse when they work together.
Social media can absolutely work, and having a platform you enjoy showing up on consistently is valuable— just not on its own. Use your social presence to guide readers towards the spaces you actually own, and soon you’ll be spending less time chasing the algorithm and more time focusing on writing.
Want a website but don’t now what pages you need? Check out this blog post on the core pages every author needs
Want to create your website but don’t know where to start?
Check out my free homepage handbook here ↓
