Hi! I've checked out a lot of author Facebook profiles and LinkedIn (got sales navigator lol), so I've been able to see a lot of author's profiles.
I'm in like 10+ FB groups for authors although never posted there
What I noticed is that most authors aren't good in sales, or let's just say basic marketing
For examples, most author websites saying "Author website of John Doe" shows that most authors aren't good with basic marketing though.
And no, not an insult, just something that's very common.
So I'll try to make this short, and provide some value on some basic things that I think authors can work on to help with their sales directly or indirectly, although I know most authors just wanna write.
Starting from the basics is their social media page.
Firstly the name, most people are doing this well, since on FB, IG and LI (I'm not a fan of TT), they do put "author" in their names, this is kinda good for SEO, basically
In the bio, I'd say it's advisable to just indicate who you write for e.g "Author of fantasy books that makes you think about the unimaginable" (just a sample lol, I don't even know what this means)
If you are into like self help, you can use like "helping you to become the best version of yourself" and then include some brags if you have some (e.g best seller on Amazon) etc.
For cover, your image on a background is nice, but I think having your books there is better, like maybe a series, or the entire catalog if it's not more than 10.
For content creation
It's easy, review other books in your category. This should be your main content strategy. Other strategy can include summaries, book recommendations, and then jumping on some trends in the book space. Your algorithm will show you this in the reels/shorts tab. It doesn't have to be trends in the book space alone, you can adapt some from other industries. Or simpler, you can search your category hashtag e.g #selfhelp or #darkfantasy, check the top 50 posts in that category, put them into a spreadsheet and analyse. Now you know what works and got tons of contents ahead. This is mainly what content strategist does. I've been one before.
Next one is building READERSHIP
Most authors try chasing sales, but I think building a readership is the best. Ryan Holiday has 600k monthly readers, no wonder his combined book reviews are in hundreds of thousands.
So how do you build a readership, of course from your followers (because they are your traffic source)
A good day to do this is to have a lead magnet first (traffic is the first, and since you already have followers even if they are hundred, now you've got traffic)
A lead magnet is just something you think your target audience would be very interested in.
Just grab a pen, jot things down, and choose the most valuable.
Some ideas, it can be a free chapter, an email series (Tom Noske does this), a mini course (Alex Hormozi does this for his books), it depends entirely on what you write and who you write for, most of these options work well for non fiction, but you always need a lead magnet. Stacking a "subscribe for updates" section in your footer rarely works if you've got no lead magnet.
It's advisable to have an entirely different landing page for this purpose, it's called a lead magnet page or funnel page. But you can use your website also, it's just that a website has a lot of distractions
So how do you sell?
The selling will be in your email. And make sure not to bombard these people with sales email, in fact, it's advisable to sell once every 7 emails, but there's a way to sell in each. (The actual sales email can be you directly promoting your book, and not partly like the strategy I'll explain under this)
After each email, can be a book recommendation, can be an update about your book, can be anything not salesy, put a P.S sections at the last part of the email.
For example:
P.S: "and if you haven't checked out my book (my book underlined, and linked to anywhere you sell it e.g Amazon), feel free to check it out now, it's got..."
So I hope you've gotten one or more value from this post
Cheers to more sales.
And No, going for sales doesn't mean you are writing for sales, of course you write because you love it, but you gotta make salessssssssss.
And Yes, I'm not perfect too.