How is your back-end looking?

I’ve had a few conversations with clients who are struggling with their back-end. No I’m not being rude! I mean that the supporting elements of their business that need to work effectively that will help with their book marketing.

When I talk about your back-end, I mean things like:

• Your sales funnel
• List building process
• Your social media systems
• Blogging approach
• Your enquiry systems…

And there are more.  These will support your business and your book marketing.

Let me give you a couple of examples.

One client has already published a book. She gets good sales but, by her own admission, her website needs updating. Although she has mailing list software, she hasn’t yet worked out how to use it effectively. She knows that she needs to get this sorted if she wants to engage her readers before she launches her next one.

Another has a list of names on various notepads and spreadsheets. Unless she pulls together her contacts, then she’ll struggle to have a community of people who are ready to buy her book. And if she decides to contact them individually, then it will take ages to get in touch with everyone on her lists. And it could also contravene recent changes to data protection legislation.

It’s important to have the systems in place that support your business. Although sometimes it can be a fine line between writing your book and getting everything else in place for your book marketing, it makes sense to have your back-end sorted before you launch your book.

If, like some of my clients, you’re not technically minded, I’d suggest you outsource some of these things to an expert. This allows you to do what you want to do, for example writing your book, whilst they can do what they’re good at, and save you time, energy and angst in the process!

Here are three examples – and you can see that they don’t have to be complicated!

1. Have an automated enquiry system

Writing your book is likely to lead to more enquires, so getting your system sorted in this area is essential.

This is my system:

• I receive an enquiry by email, contact form on my website, from a speaking engagement or by phone.
• The person enquiring will get a link to a short questionnaire on my website so they can tell me more about the support they need, the challenges they face and the goals for their book.
• This is linked to my mailing system (Infusionsoft) which then emails my team with a task for action.
• If it looks like there’s a good fit, then my VA or I will send an email to the prospective new client with a link to my diary where they can book an appointment.
• I then have a consultation with the person who wants help to write and publish their book.

And most of this is done without much intervention.

There’s no going backwards and forwards to organise a suitable appointment. I know that everyone who has enquired to have a chat with me has been screened for suitability.

The diary system even reminds people of their call 24 hours before it’s scheduled to start, which lessens the likelihood of a no show.

2. Develop an effective sales funnel

In my recent blog about writing a book that sells, I mentioned that having next steps for your readers and those enquiring to work with you is essential. Having a sales funnel where you have different products and services for different types of clients will help you to grow your business.

You may have something like this:

• A lead magnet – something for free that people can sign up for via your website (like the Get Started workbook).
• Your book, which is the next step for those in your community (once you’ve published it).
• A low cost online programme where you’re delivering a product to many people at the same time.
• An event, retreat or workshop which may be physical or delivered online.
• Your one-to-one, consultancy, speaking or VIP services that you offer your clients on a personal basis.

Having a clear sales funnel will help you to serve your clients best. They’ll have a variety of ways to work with you that fits their budget and requirements. You can also downsell or upsell depending on the help that they require.

3. Build your community

In the final tip in this blog, I advise you to take time to build your community.

You may think that having a blog and newsletter is time consuming and difficult, but when you have an effective process in place, then it can be easier to manage.

I usually blog two or three times a month. I keep a diary of ideas and I’ll usually write and schedule my blogs in advance. They’ll often relate to what’s going on in my life, business and often my client’s books. Sometimes I’m inspired by client conversations or questions I’m asked at events.

When I write my blogs, I’ll also set up the SEO to help it to be found easily on the web by using appropriate keywords. I also create 4 or 5 social media updates at the time of writing that enables me to easily share the content later through Hootsuite. This is recorded on an ‘editorial calendar’ – the posh word for a spreadsheet!

So if you follow me on social media, you may see that I often repurpose my content many times over when I know that it offers huge value to my readers.

And when you’re writing a book, I’d suggest that you don’t reinvent the wheel. I often talk to clients about how they can use parts of their book for blog posts, and you may also find that your blog posts could feed into your book. 

So with all of this in mind, how is your back-end looking?

What do you need to do to maximise your book marketing – both before and after writing your book?

If you’d like help with your book, then simply get in touch to arrange a chat. You can see the process I follow above 🙂