Sara Usera

Sara Usera - Marketer

Madrid, Spain

Digital marketer with a tech and analytics background to help you get those sales going! Mentored by Ricardo Fayet — Reedsy's CMO.

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Overview

I come from the full hardcore digital marketing world, having worked almost 4 years for one of the biggest, fastest growing digital agencies/consultancies at a global level. Eventually, I grew tired of working for a big firm with big clients for 24/7 and decided to take all that knowledge and go freelance, allowing me to actually work and invest time in projects I love.

How did I come around book marketing? I always loved books, likely buy more than I ever will read (super-fan of Amazon's "Buy now with 1-Click" button for Kindle!), and was lucky enough to know Ricardo Fayet, Reedsy's CMO, who needed support helping authors do their marketing. I have been working hand in hand with him in multiple projects for more than half a year now, and feel absolutely ready to take projects of my own! The type of projects I have worked on include the following:

- Marketing plan development
- Ad campaign operation on Facebook ads and Amazon advertising
- Amazon audits (Blurb, cover, categories & keywords used)

Some additional tasks I could help you on given my background in digital marketing:
- Implement Google Analytics (understand the traffic you are getting to your site)
- Implement Facebook Pixel, or any other ad tool pixel on your site (Generate remarketing audiences of people really interested in what you write)
- Website audits in case you want to lead traffic to your site (do not let them get away without taking a good look, or even converting!)

Fiction
Action & Adventure
Cozy Mysteries
Dystopian
Epic Fantasy
Post-Apocalyptic
Young Adult Fantasy
Non-Fiction
Business & Management

Work experience

Digital marketer

Self-employed
July, 2020 – Present (almost 2 years)

Working as a digital marketer for digital agencies as well as authors — this last part mentored by Ricardo Fayet, Reedsy's CMO. Working as a freelance for digital agencies helps me keep updated in the latest digital marketing strategies, to later apply them to what I love: helping authors marketer their books :). I have focused mainly on the following:
- Marketing plan development
- Ad campaign operation on Facebook ads and Amazon advertising
- Amazon audits (Blurb, cover, categories & keywords used)

Marketing and Advertising technologies expert

Accenture
January, 2017 – July, 2020 (over 3 years)

Study, evaluation and operation of different digital marketing tools to reduce costs while achieving maximum conversion. Some tools that may be of interest to the authors: Facebook Ads, Google Analytics, Google Tag Manager.

Talentum Graduate

Bertelsmann
September, 2014 – September, 2016 (about 2 years)

Bertelsmann is a huge European conglomerate owner of, amongst other companies, Penguin Random House. I rotated in different business departments within the company as an internal consultant, which has taught me to take a strategic, wholistic approach to the solutions I offer. In the case of publishing, I worked in Branded Content.

Projects

Relatively Series

The author did a free promo on the first book, after which we invested in both Facebook an Amazon ads to lengthen the boost given by this free promo. We achieved an average of 2x the sales (as compared to the period prior to the promo) during the 4 following months, and an average 65% increase on profit.

Seven brides for seven mothers series

Managed the author's ads for the series achieving:
- Facebook CPC of $0.10-$0.15
- Amazon's ranking in the first book stood between 4,000-9,000 with an average budget of $10-$20/day between both Amazon and Facebook for 5 months

Crazy Royal Love series

Managed the author's ads for the series achieving:
- Facebook CPC between $0.15-$0.20
- The series sales increased an average of 2x after the launch of one more book and the box set.
- Sustained ACOS of 70%

Paradise Bay Series

Managed the author's ads for the series achieving:
- Facebook CPC between $0.10-$0.20
- Increase in sales in UK + US of up to 5x using Facebook ads
- Sustained Amazon ACOS of between 60-70%

The Creative Penn: Facebook and Amazon advertising

Worked with Joanna Penn on her marketing strategy for all 13 of her non-fiction, "authorpreneurship" books, managing both her Facebook and Amazon accounts in UK and US, achieving:
- Facebook CPC in between $0.10-$0.21
- Overall amazon ACOS of 70% , and in some specific campaigns as low as 20%
- Estimated total ROI on sales of 12%, up to 88% on some books such as "How to make a living with your writing"

Inside Passage / Danger in Plain Sight: Facebook ads

Managed Burt Weissbourd's facebook campaign for his trilogy "Inside Passage" as well as standalone "Danger in Plain Sight", achieving:
- CPC of $0.16
- Estimated ROI on sales: 41.5%

Moonrise over Rabbit River: Facebook Ads

Helped the author boost the sales of her series through Facebook ads. Results:
- CPC achieved of $0.20
- Book 1 ended in the top 50 of multiple categories
- Estimated ROI on sales: 40%

Portfolio (26 selected works)

The Honeymooner (PARADISE BAY SERIES Book 1)

Summers, Melanie, Summers, MJ

Sara has 19 reviews

Professionalism
Professionalism
Quality
Quality
Value
Value
Communication & Punctuality
Communication & Punctuality

Quintin Vargas
Sara is extremely thorough and conscientious. She describes specifically what you can expect from her, then delivers with accuracy and depth of knowledge. I have worked with several marketers, but I believe that in the brief time that I've utilized her services I have gained a deeper understanding how I can improve my book sales. I plan to continue using her expertise to achieve my self publish...
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Quintin Vargas, June 2022


Steve Rabb
Sara is an outstanding professional and made strong recommendations that have helped sell more books. Highly recommend!

Steve Rabb, June 2022


Katharine Wibell
Sara Usera is a fantastic advertiser for books. She helped me improve my Facebook advertising over the past several months. Her aim is to help authors learn how to run and manage their own ads and works very hard to ensure that becomes a possibility. I would recommend her to anyone wanting to start or improve their book ads.

Katharine Wibell, March 2022


Gabriel Gruen
Sara knows her stuff. She had to be patient to explain the various steps in the marketing process, especially in a way a newbie could understand . She's also very pleasant which made our communications useful and helpful.

Gabriel Gruen, January 2022


Liz Hayes
It was a super-useful hour. Lots of practical tips. For the first time I understood some of the things I’ve been struggling with. Thanks!

Liz Hayes, January 2022

Sara Usera
Thank you Liz!

Reply from Sara Usera

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Explore the Reedsy Community

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Brian Berni

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Ricardo Fayet

Reedsy co-founder by day. By night: book marketing consultant specializing in promoting commercial fiction series through Fb/BB/Amazon ads.

Madrid, Spain

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