Exploring TikTok and Instagram Strategies with Shelby Leigh
In this episode of Authors Who Lead, I sit down with Shelby Leigh, a best-selling author and mental health advocate, to discuss the nuances of mastering organic reach in book marketing, the daily writing habit, and the importance of viewing oneself as a brand. With over 500,000 readers and a successful transition from self-publishing to traditional publishing, Shelby Leigh’s journey is filled with valuable lessons for aspiring and established authors alike.
The Value of Organic Reach Before Investing in Ads
Shelby Leigh, with her wealth of experience in both writing and marketing, emphasizes the critical importance of mastering organic reach before diving into paid advertisements. She advises authors to ensure their messaging is effective and their product is solid before considering ads. “If the core message or the product itself is flawed,” Shelby remarks, “ads won’t magically fix those issues. Refine these elements first.”
Building strong organic engagement provides a foundation that can significantly enhance the effectiveness of subsequent ad campaigns. Shelby also points out that understanding and connecting with your audience authentically is paramount. This organic connection not only builds trust but also fosters a loyal community that can significantly amplify your reach when you do decide to run ads.
The Power of Daily Writing and Setting Realistic Expectations
Another powerful topic discussed was the practice of daily writing, a habit heavily endorsed by authors like Chris Guillebeau and echoed by Shelby. Writing daily keeps authors consistently productive and continuously evolving their craft. For Shelby, this habit is not just about output but about the joy of organizing her poetry into thematic collections. “I find great enjoyment in arranging my poetry to tell a cohesive story, even if it’s non-linear,” she shares.
We also touch on setting realistic expectations in terms of social media growth. “Focus beyond follower counts,” Shelby advises, emphasizing that actionable outcomes like email list sign-ups and book sales are far more significant indicators of success.
Branding and Social Media Strategies for Authors
A significant part of the episode revolves around effective branding and social media strategies. Shelby delves into the mechanics of creating an impactful social media presence. For Instagram, she recommends a clear, humanizing bio that resonates with the ideal reader, along with the strategic use of pinned posts and highlights to quickly introduce oneself and one’s work. For authors managing both personal and professional audiences, Shelby suggests maintaining separate accounts to avoid confusing followers.
On social media goals, she advocates for a holistic approach where engagement is prioritized over sheer numbers. Effective organic content involves providing value and relatability, fostering a genuine connection with the audience.
Navigating the World of AI in Content Creation
Shelby and I explore the evolving role of AI in content creation. Shelby voices valid concerns about the authenticity of AI-generated content, likening it to a form of plagiarism if not used responsibly. However, we acknowledge the improvement in AI technology, making it increasingly difficult to distinguish from human-created content.
Contemplating the balance between embracing technology and maintaining authenticity, I find this an ongoing internal debate. Nevertheless, Shelby emphasizes that authenticity in content creation remains crucial, especially with the rise of AI.
The Journey from Self-Publishing to Traditional Publishing
Shelby Leigh’s impressive transition from self-publishing to traditional publishing is a testament to her stellar organic reach on social media. Her self-published books’ success eventually attracted the attention of traditional publishers, offering her the experience of wider bookstore distribution and an advance. Though she appreciates both publishing avenues, Shelby’s story highlights the power of self-publishing as a viable route to traditional deals.
Empowering Authors Through Tailored Programs
Shelby has designed various programs to assist authors in their book launch journeys and social media marketing strategies. Her offerings include beginner courses, a 1-hour “Lifetime Launch” course, and resources tailored for Instagram and TikTok. Her “Creative Content Club” membership provides monthly content plans, branding advice, and a community for interactive support.
Interestingly, I show a keen interest in incorporating Shelby’s social media marketing expertise for his community, highlighting a need for informed guidance in this crowded space.
Embracing Shelby Leigh’s Multi-faceted Approach
Shelby Leigh’s thoughtful insights and practical strategies make her a valuable resource for authors navigating the complex landscape of book marketing and social media presence. From mastering organic reach to benefiting from both self-publishing and traditional publishing paths, her journey offers a roadmap to success for authors at any stage. For those looking to dive deeper, Shelby’s wealth of resources on her website and YouTube channel provide tremendous value, reaffirming her role as a leading voice in the world of author marketing.
Join us again next week for more captivating insights from influential authors and publishing experts. Remember to subscribe to Authors Who Lead and visit our website for more show notes and past interviews.
That’s all for this week. If you have a message inside of you that needs to be written, today is the day to start. Don’t delay—take action.
Episode Resources
Connect with Shelby here:
Instagram
TikTok
YouTube
ShelbyLeigh.co
MarketingByShelby.com
