In my day job as part of a fundraising team for a large nonprofit, we have two big goals: acquisition and retention.

I know, sounds exciting, yeah? But I promise it relates to author marketing.

In acquisition, our goal is to find new donors—people who have never given to us before. That’s a big deal.

But equally important is retaining those new donors once they’ve given that first gift. You know why?

Because once someone has given a second contribution, they’re 80% more likely to become a long-term donor.

And I think that translates into author marketing, too!

As writers, it’s a big deal to have a first-time visitor to your website. A first-time commenter on your blog. Someone who stops by your facebook page or signs up for your newsletter or, best of all, reads one of your books…for the very first time.

But! The key is to get that new fan/reader to visit your website or blog a second time, to interact on your social media a second time…to read a second book.

Because if the stats hold true, that means your reader is 80% more likely to become a [insert your name here] fan for life!

So in your marketing efforts, ask yourself, what am I offering that will draw someone back to my website a second time? What about my social media presence will prompt a second interaction? And how am I going to get my readers to stick around for my next novel?

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Marketing Coordinator, Melissa Tagg

Former reporter and native Iowan Melissa Tagg writes contemporary romance heavy on the hilarious. She won the 2010 Frasier Award and finaled in the 2010 ACFW Genesis contest. In addition to her homeless ministry day job, she is My Book Therapy’s marketing/live-events planner. Visit Melissa at www.melissatagg.com where she waxes eloquent on faith, fiction and frivolity. Contact her at: marketing@mybooktherapy.com.