Data-Driven Digital Marketing for Independent Author

The Challenge

Self-published author Mary Weins launched "Letter from Paul: to the Church in Galatia...and Us!" with enthusiasm but limited marketing expertise. After initial sales to friends and family, momentum stalled completely. In the first three months of 2020, Mary sold only 12 books total. As an independent author without traditional publishing support, she needed a strategic approach to identify her true audience and drive sustainable book sales.

Our Approach

We began with data, not assumptions. Our research-first methodology uncovered surprising insights:

• Audience Analysis: Analyzed Amazon sales data, website analytics, and social media insights to identify actual readers

• Market Research: Discovered nearly 50/50 male-female split (vs. assumed 75% female audience)

• Demographic Profiling: Found age range 24-65 (much broader than anticipated middle-aged focus)

• Voice Analysis: Conducted "copy stalking" to understand and replicate author's authentic voice

• Campaign Development: Created three-month social media campaign based on actual audience data

• Content Strategy: Developed targeted messaging resonating with discovered demographic segments

• Performance Tracking: Implemented analytics to continuously refine approach based on results

Result

Data-driven strategy transformed stagnant sales into sustainable growth:

• 3,233% increase in quarterly book sales (12 to 400+ books in first campaign period)

• 650 total books sold over six-month engagement

• 112% increase in new and organic social media followers

• 12% average monthly website traffic growth

• Sustainable sales momentum extending beyond campaign period

• Validated audience insights enabling author to make informed content decisions