Our March marketing featured a variety of experiences, which have been interesting to analyze, one against the other. If you are also an author, what we learned might be of interest to you when planning your own marketing strategies.

I had a speaking engagement, exhibited at a craft show, and ran a Facebook Ad during the month. They all required their own “investment,” and they all delivered their own “returns.” Of course, not all “returns” are monetary, but that’s the easiest to measure. Here’s how it all broke down:

Speaking Engagement
I was invited to speak at the Lake Park Film Appreciation Society after a screening of Murder on the Orient Express. This was a fairly small gathering of people who were not particularly Agatha Christie fans, but about a quarter of those in attendance purchased books from me. I have to note, however, that they bought more of my other titles rather than Agatha Annotated! Still, a sale is a sale, right?

This event did not cost any money, but I did spend time, including the preparation for my presentation. An additional point on the plus side is that the organizer introduced us to a bookstore manager who has scheduled me to speak in May.

Facebook Ad
Mothering Sunday in England was March 30 and Agatha Annotated usually does well as a gift, so we ran a Facebook Ad for Amazon.uk. 2024’s Mothering Sunday ad and both 2023 and 2024’s Christmas ads were quite successful, but this year’s was a bit disappointing. UK sales in March were double what they were in January and February, but only barely covered the advertising cost.

Why? It’s hard to say. I have heard from other authors that Facebook ads are not reaching the way they used to. Also, we could probably improve our ad management by more disciplined testing of the graphics and the Call To Action. Or maybe it’s audience fatigue and we need to try another platform. There’s much to research here.

Craft Show
This was a smaller craft show that experienced some marketing issues of their own, so I wasn’t expecting to do gangbusters – and I didn’t. The display fee was nominal, so what I really spent was my time.

It was a two-day show with lousy weather, and on the second day, a really big storm was forecasted. Very few shoppers ventured out, and exhibitors started packing up early. In Book Rookie, my advice for new authors, I warn against doing that because it makes the event look bad and it’s kind of rude to your hosts. I was one of the last tables still there when some brave souls showed up to shop. I sold more in that last half hour than the entire day before!

So what have I learned?
Facebook Ads can be expensive, which is not manageable for every new author. Since I am doing a little better than breaking even, I think it’s worth experimenting and fine-tuning my Facebook Ad strategy.

Speaking engagements and craft or author shows cost time, time which could be used to write that next book. But meeting people face-to-face and signing the books they buy is a thrill that writers don’t get sitting in front of their computers.

Either way, ROI means “return on investment,” so something needs to be invested to get a return.

My book sales are steady, but they are certainly not in best-seller territory. I don’t believe I have exhausted my potential audience yet, so I plan to continue trying out different marketing strategies. And also work on the second volume. Authors much smarter than me say that’s the best way to increase sales!