Of late, the KidLit industry has been turned on it’s head, to say the very least. The most part, promotional events are still being held online. Actually, book festival promoters, book sellers, and conference hosts have discovered that offering their programming digitally is affordable, accessible, and highly profitable. For those reasons alone, we all need to embrace the digital space as our new marketing frontier. Easier said than done for most of us, right?
We’re used to meeting our audiences face-to-face. We rely on one-to-one conversations about our books, programming and services. We've grown to depend on the personal touch to develop a know-like-and-trust connection with kids, parents, and educators. For many of us, those opportunities are still nonexistent. Well….fiddlesticks! What are we going to do now?
Here’s our plan. We’re going to thoughtfully lean into the digital space with cunning and zeal. To begin with, here is what we are NOT going to do. We’re not going to react in panic by repeatedly posting graphics about ourselves. Nope. Instead, we’re going to shift our thinking to an audience-centric mode. We’ll begin this process by developing the mindset of a successful Pinterest KidLit Marketer.
Step One: Take yourself out of the equation. Successful digital marketers keep their audience’s needs, wants & desires at the forefront. We must set aside our angst and explore ways to inspire, educate, encourage, entertain and entice our peeps to click through to our content. Once we land a greatly-appreciated click-though, we want to set sights on developing a relationship. There are a number of ways to achieve this goal. For now, just consider ways to edify them first. As one of my clients said, “I like that Pinterest is all about the other and not about me. It feels right.” I agree, wholeheartedly.
Step Two: Give something away. Create something of value for your audience to access for free from your website. Think thoughtful trinkets. You can go grandiose by offering a multi-paged educator guide or tiny by an invitation to register for a fifteen minute free Face Time read aloud. Since we are not able to schlep our swag at a book festival table, we have to make it digital. But most of all...we must make it fun.
Step Three: Stay in it to win it. As it goes with any worthwhile endeavor, establishing visibility on Pinterest requires posting consistently, whatever consistently means to you. Once a week. Twice a week. Daily. Always keep in mind , it’s not YOU that your audience is looking for. (Ouch, right?) It’s your authentically genuine messaging that will catch their eye. They're looking for tangible ways your CONTENT, including your books, can solve a problem, answer a question, or serve as a vehicle of encouragement and/or of inspiration.
The strategy we’re going to take is to lead with THEM in mind. Not us. We’ll work to anticipate their needs by examining ways that we can be exceedingly helpful. Showcasing book lists. How-to videos. Tips and tricks of the trade. Things like that. (Don’t worry. All of the good things you’ve done and are doing to this point will not go to waste. All those awards and accolades are important, for sure. Good for you!)
We’ve got this. We’re in it to win it together!
Debbie Gonzales is an author, educator and a Pinterest Management Specialist. Learn more about Deb and her many fascinating projects at debbiegonzales.com and guidesbydeb.com.