I had the opportunity to run the same promotion for two different books this month and have been evaluating the results.
The Books: Canawlers and The Man Who Killed Edgar Allan Poe. Canawlers is a historical novel that was first published in 2001. The Man Who Killed Edgar Allan Poe is a horror story published last year under my J. R. Rada pen name.
The promotion: I decided to use my five free days on KDP select on a Monday through Friday promotion.
The Marketing: I blogged and tweeted about both books through my accounts. I advertised the books on Facebook groups that I belong to. I used the Author Marketing Club promotional submission tool to have my promotions listed on 31 free book sites. I can’t say how well the book sites worked, but I did see a sales surge with both books after I posted a listing in my Facebook groups.
The Results: Canawlers had nearly twice as many downloads as The Man Who Killed Edgar Allan Poe. Does the number of downloads indicate that there’s a larger audience for historical fiction over horror? I think it may. This seems to dovetail with some things on paid promotional sites that charge more for historical fiction than horror novels. Most of the downloads for both books came during the first two days of the promotions, although Canawlers had a surge of downloads during the last 10 hours it was on sale.
Since there is no direct return on investment because the books were free, I had to estimate sales that the promotions generated for my other books both with actual sales and pages read. My indirect sales were three times higher Canawlers than The Man Who Killed Edgar Allan Poe. The fact that it was as profitable as it was surprised me a bit because a ran a paid promotion for a 99 cent version of Canawlers last year that turned out to be a loss.
The profits weren’t tremendous, but they were profits. It also gives me a baseline going forward.
My Conclusions: It pays to promote books in a series. They have some coattails. Canawlers has three sequels and an omnibus edition. All of them saw sales during and directly after the promotion. The Man Who Killed Edgar Allan Poe was a stand-alone novel.
Don’t ignore the Kindle pages read during a promotion. They jumped significantly for both promotions. It was a big enough jump to make me consider adding more books exclusively to Kindle. I still considering this. I probably should just find a way to market my non-Kindle ebooks better.
I will definitely run future promotions, although I will break my five free days into two or maybe even three promotions. I will continue to use the Facebook groups and perhaps try a paid site for the free promotion. I will do it with Canawlers, though, since it generated a greater return. I realized that I should be asking for retweets of the promotional tweets I did. I forgot.
I want to try a promotion for a non-fiction history book and a middle-grades series I’ve started. Then I will compare those results against the results I got for Canawlers and The Man Who Killed Edgar Allan Poe.
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