One-to-Few Marketing

One-to-Few Marketing

In a recent post on the Buffer Social blog, Alfred Lua wrote why he thought engagement was replacing traffic and revenue as the future of social media.

“Social media is no longer a megaphone,” he wrote. “It is now becoming a one-to-few — and often one-to-one — channel.”

It struck a chord with me, and I remembered it about a week later when I was on social media.

A few weeks ago, I interviewed Siobhan Fallon about her book The Confusion of Languages. I always ‘follow’ all of the authors I interview so I can tag them when I share the finished news features and podcasts through social media. Since I followed Fallon, I saw when she posted this on Facebook:

I immediately shared the post with a few friends who I knew had read the book. I wanted them to be able to follow along with Fallon’s game.

But why limit it to my friends? At your bookstore, a quick search should return a list of customers who purchased The Confusion of Languages and/or You Know When the Men Are Gone. A phone call or a quick email later, you’ve just shared relevant content with an audience who appreciates it.

One-on-one conversations do not have to take place face-to-face in the store. Neither do handselling or customer service.

Beth Golay

Beth is a reader, writer, marketer and Books & Whatnot founder. Even though she knows better, she's a sucker for a good book cover and will positively swoon if a book is set in appropriate type. @BethGolay