The Top Pros And Cons Of Hiring A Book Marketer or Social Media Consultant
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Looking to amplify your book's reach without breaking the bank or compromising your unique voice? Finding the right social media or book marketing consultant might just be the key.
When considering hiring a social media or book marketing consultant, common fears include concerns about:
cost,
effectiveness,
the risk of not aligning with your author voice, branding, or goals.
To mitigate these fears, it's crucial to conduct thorough due diligence. This involves defining your goals, deciding whether you need a full-time or freelance consultant, looking at their presence, getting testimonials and/or references, and identifying which skills are crucial for your needs.
I am a consultant for hire, so I can see how this article might be self-serving. That said, people always ask me how to know if the person they’re hiring is good, trustworthy, or the right fit. So let’s break it down.
Due Diligence
Always ask potential hires about their experience with various marketing techniques, strategies, and specific social media networks, especially those most relevant to your audience. Request examples of successful campaigns they've managed.*
*Most social media managers like myself sign NDAs, so be sure to ask your clients first if it’s okay to share the work you’ve done for them if you find yourself in a similar position. If a consultant cannot provide examples, it might be for this very reason.
You can also go through free databases, such as Reedsy, to find a vetted consultant.
Understanding The Costs
The cost of hiring a book marketing or social media consultant can vary significantly depending on their experience and the scope of their duties. It could be anywhere from $1,000 to $20,000 per month (for a professional agency), with freelancers often costing much less. Again, know your budget before you decide to hire someone.
A typical cost is $500 to $750/month per platform to post daily, grow, provide content, interact, etc. So, if you want someone to manage three platforms, that’s anywhere from $1500/month to $2250/month. More here.
The benefits of hiring a consultant include gaining a more extensive following, specialized strategy development, and detailed analytics insights, which are critical for measuring success and ROI.
Real-life example: When you hire me, I also introduce you to my over 500K followers across my entire author platform at no additional cost.
Evaluating Effectiveness
There are also cons. The biggest is the potential mismatch between your personal vision or mission and your consultant, plus the ongoing cost, especially if a long-term commitment is needed without guaranteed results. Obviously, cost can be an issue if your budget is limited.
Cost is unavoidable because you’re paying for someone’s expertise. That’s our job, our expertise, and we deserve to be paid. Many times, authors will ask for significant discounts, and if I’m able, I can - but please take into consideration the years of experience a consultant brings - and connections. I also offer an automatic 15% discount for any active military and veteran clients.**
**Book marketing services are usually a tax write-off. Talk with your accountant or learn more here. This is not tax advice.
It’s important to realize that no consultant can guarantee book sales (more on that below), and if they do, I’d question them intensively on their methods.
Additionally, there's the fear that the consultant might not adequately represent your brand’s voice or understand its values, especially if they are not embedded in your daily tasks. It takes a bit of back-and-forth to set everything up, but once that’s done, those tasks are off your plate, and you can focus on writing.
Good communication is key here. Setting parameters, e.g., avoiding political or religious topics on social media, is common.
Sometimes, it’s just not a good fit, so be open to that possibility. I’ve been doing this since 2011, and there are some folks who I didn’t vibe with, and we went our separate ways. It happens.
(I offer a partial refund - for work not yet done - with 30 days’ notice if submitted in writing. That’s pretty standard in the industry.)
Why Aren’t Book Sales Guaranteed?
Well, because book marketing, social media, blogging, newsletters, a website, reviews, word of mouth, awards, giveaways, advertising, SEO, and optimization…are all the various running parts of your book marketing campaign machine, and no one tactic will create that perfect ROI.
Book marketers cannot guarantee sales primarily due to the multitude of variables that influence a book's success, many of which are beyond a marketer's control. Here are some key reasons why:
1. Reader Preferences and Market Trends: The reading public’s interests and trends can be unpredictable. What resonates with readers can change rapidly and is influenced by cultural, social, and personal factors that marketers can't fully predict or influence.
Romance will always be a top seller, along with YA (Young Adult) and “Contemporary Romance” (aka, erotica). It’s okay if you don’t write in those genres (I don’t)! However, doing your research can help you have realistic expectations.
2. Competition: As an author, I never see other writers as my competition. We’re all artists trying to make it. Reading and learning from each other is one of the perks of this business.
The book market is highly saturated, with thousands of titles published each year. Even with effective marketing, a book faces stiff competition for readers' attention and purchasing power.
The number of books published each year, including self-published titles, is quite substantial and varies by region.
• In the United States alone, the annual publication ranges from about 500,000 to 1 million new titles.
• When self-published works are included, this number can be significantly higher. For instance, in 2021, there were about 2.3 million new self-published books in the US, and globally, the total number of new book titles each year reached close to 4 million (PublishingState.com) (Toner Buzz).
This is why it’s important to create a consistent and stable author platform as you write more and create your backlist.
3. Quality and Appeal of the Book: The intrinsic appeal of the book, including its content, style, and quality of writing, plays a crucial role in its success.
A marketer can effectively promote a book, but it may not sell well if it doesn't resonate with readers or meet their expectations.
4. Budget Constraints: Marketing budgets can vary greatly and may not be sufficient to reach a wide audience. Limited resources can constrain the reach and effectiveness of promotional campaigns.
For example, advertising to your specific demographic can help you stand out on socials, but where should you spend the money and how much? A consultant will help you.
If budget is a worry (and when is it not?), consider Patreon or some other type of crowdfunding. I often work with self-pub’d authors who raised funds using Kickstarter or a number of other crowdfunding platforms - more here and here. Do what works for you!
5. Distribution Challenges: Distribution channels play a critical role in a book’s availability and visibility.
Issues with distribution logistics can affect a book's sales, irrespective of marketing efforts.
6. External Factors: Events outside the control of the marketer, such as economic downturns, pandemics, changes in consumer spending behavior, or even other media events that capture the public's attention, can all impact book sales.
Due to these factors and consumer behavior's inherent unpredictability, a marketer can strive to maximize a book's potential through strategic marketing efforts but cannot assure specific sales outcomes.
This uncertainty is why marketing plans typically focus on maximizing exposure and engaging potential readers rather than guaranteeing a specific number of sales.
I’m always very upfront with clients that I cannot guarantee book sales. However, I do absolutely guarantee great visibility, professionalism, quality work, growth, expertise, and availability for any and all questions while we work together.
Where Do I Find A Good Consultant?
Any good consultant will offer testimonials and references so the potential client can do their due diligence. For more information and recommendations, check with sites like Reedsy and ALLi.
Is Fiverr a valid option? People ask me this a lot. Yes, and It Depends! I’ve hired many freelancers for various projects. That said, as mentioned above, do your homework first. You could hire piecemeal on Fiverr, and save your marketing money for a consultant, virtual assistant, or advertising.
What Do You Need?
Regardless of genre and how you’re published, you will still need to manage your own social media, website, newsletter/blog/vlog, and advertising. This often proves overwhelming, so many authors end up in analysis paralysis and do nothing. This is where a consultant can help!
That said, one consultant rarely does EVERYTHING.
For example, I don’t create websites but work with a company that creates gorgeous author sites: Authorbytes.com. Mention me for a 20% discount!
I don’t do PR. Book PR, specifically, is a true specialty. I recommend David Ratner with RatnerPR.
I’m not an author assistant, but I recommend Dr. Alexnadria Szeman, author and virtual assistant, for all your scheduling needs. She’s also a talented editor!
Do you need help with formatting, uploading, Amazon page copy, or Amazon ads? Contact Charlie Levin, author and owner of munnavenuepress.com.
You might also consider using job platforms like LinkedIn, Glassdoor, Indeed, or industry-specific networks to find a consultant. Tapping into your professional networks for personal recommendations is also beneficial, which can often lead to more reliable hires.
Finally, always ensure any potential hire has a good track record and can provide detailed case studies or references. This helps confirm their capability to manage and grow your author brand effectively before making any commitments.
Example Of A Real Testimonial:
Know this about Rachel Thompson: She is a force of nature! She has provided invaluable help and consultation with my writing projects. I have found her always available with her insights, encouragement, and valuable connections with others who have been incredibly helpful in developing and promoting my work.
~ J. Herman Kleiger, Ph.D., Author, Tears Are Only Water
Contact me for a free 15-minute consultation at badredheadmedia@gmail.com.
What are your thoughts and experiences on working with consultants (in any field)? Please share below!
Upcoming Audio Spaces
• Join me for my monthly #BookMarketingChat Space on Wednesday, 6/4, at 2 pm pst/5 pm EST with my very special guest, Dr. Donna Jennings, who is launching her new book, The Fiction Writer's Sexuality Guide: Sex—It's More Than a Scene.
I’m reading it now, and it’s fantastic.
Click here now to set a reminder. Attendance enters you to win a free signed copy of her book, so be sure to attend the live.
• #TheWriteLab Space with me and cohost @VennieKocsis! Join us on the last Tuesday of each month (Tuesday, 5/28) to discuss your author branding, socials, writing (of course), and marketing - FREE!
Click here to set a reminder now. Topic: Open Q&A.
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See you next week, and happy writing!
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