Using Instagram Authentically to Reach Your Target Readers with Ruthie Gray

Who would’ve thought we’d be living in times where dancing and lip syncing and pointing to text on video would be the way to meet new readers and market our nonfiction books?

… Or is it?

Instagram is one of the most popular social media platforms for authors to hang out on these days. But what if you don’t like recording the types of videos that Instagram is prioritizing these days?

What about posting pictures in the feed? What about Stories?

How do I engage with my current readers and find new ones?

You have questions. My guest, Ruthie, has answers.

My friend Ruthie Gray is an online marketing coach for female entrepreneurs, and host of the Authentic Online Marketing Podcast. She specializes in teaching relational marketing, specifically how to do it best on Instagram. And she's my go-to gal for learning how to use Instagram authentically.

This post may contain affiliate links. Read my disclosure policy here.

Want to hear Ruthie's deep dive? Join us on Book Marketing Mania and learn to:

• [3:16] Connect authentically with your “ideal” followers (readers and book buyers)
• [10:04] Post content other than “buy my book”
• [16:13] Balance your time between posting and engaging
• [24:56] Engage with podcast hosts on Instagram before sending a guest pitch

Sharing Personal Stories

Ruthie stresses the importance of sharing bits of your life to build a “know, like, and trust” factor with your audience. Instead of constantly promoting your book, share personal stories or behind-the-scenes content. People connect with you more when you show your human side. 

For instance, Ruthie talks about a mishap with her motorcoach getting stuck under a tree, which provided a lot of entertainment for her followers. The idea is to share relatable and genuine content that can make your audience feel connected to you.

Best Practices for Posting on Instagram

When it comes to posting on Instagram, Ruthie says it’s essential to make use of all the different features available:

– Feed Posts: Traditional posts that appear in your followers' feeds.

– Stories: Temporary posts that offer a great way to share day-to-day activities or behind-the-scenes content.

– Live Videos: Great for real-time interaction and creating a stronger connection with your audience.

– Reels: Ideal for short, engaging videos to reach new people.

Balance posting content with engaging personally with your target readers. Ruthie advises that spending twice as much time on engagement as you do creating and posting your own content is key.

Creating Engaging Content Without Directly Promoting Your Book

We discussed how to create Instagram posts that aren't just about promoting your book. For instance:

– Teach a Tip: Share useful tips and at the end, subtly mention your book.

– Behind-the-Scenes: Share the process of writing or publishing your book. Show your followers what goes on behind the scenes.

– Reader Involvement: Involve your followers in decisions like choosing book covers, which makes them feel invested in your work.

It's about drawing your audience in with content that adds value before you make the sales pitch.

Writing Captions that Captivate

Writing engaging captions on your posts is a crucial aspect of your Instagram strategy. Ruthie recommends starting with a strong hook to grab attention, using emojis to add personality break up text into easy-to-read paragraphs, and always ending with a call to action (CTA). 

The CTA doesn't always have to be “buy my book.” It could be something as simple as “double tap if you agree” or “What do you think about this?” The goal is to foster engagement.

Importance of Hashtags

Hashtags are invaluable for discoverability. Ruthie suggests that authors develop hashtags not just related to their book but also their audience's interests and demographics. This way, you can reach people who might not be directly searching for your book but are still part of your target audience.

Engagement Over Numbers

Many authors get caught up in the numbers game—focusing on follower count rather than engagement. However, publishers often look for engaged audiences. Ruthie shares an inspiring example of one of her clients, who secured a book deal through effective use of hashtags and engagement, even though they didn't have a massive following. 

The key is to have a highly engaged audience, as this translates into better relationships and higher book sales.

Optimizing Your Profile

Your profile on Instagram is prime real estate. During a book launch, switch out your profile picture with your book cover, and edit your profile to reflect our launch date. Use actionable words that tells visitors exactly what you want them to do. Include a link that goes directly to a landing page for your book.

Collaborations and Giveaways

Collaborations with other authors, influencers, or even members of your publishing team can double your reach. Going live with someone else can provide valuable content for both of your audiences. Giveaways are another excellent way to generate interest and reward your followers.

Final Takeaway

Instagram can be a powerful tool for authors when used authentically. By sharing personal stories, engaging with your followers, and using all of Instagram's features, you can create a genuine connection with your audience that will translate into loyal readers. So, take Ruthie’s advice, and get started on building those relationships today!

Thanks to Ruthie for serving well and sharing her valuable insights with us!

Ruthie's Authentic Online Marketing Podcast
RuthieGray.Mom
Ruthie's Instagram

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Instagram Caption Blueprint

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