A few weeks ago I realized something interesting--almost all my followers are writers. I've been told that this is not a bad thing, that writers are also readers, but unfortunately while writers are readers the reciprocal is not necessarily true.
Most readers will not be interested in my musings about the writers life or tips on how to create memorable characters. They don't want to create memorable characters. They want to read about them.
Social media is interesting that way. It's easy to get caught up in creating a blog or using twitter or facebook. It's easy to say "Looky! I'm marketing!" But unless that marketing is targeted at your intended audience, it may not be the best use of your time.
If your focus is writing books about writing, or characterization, or any of the other hundreds of topics that writers would be interested in, then marketing to writers is precisely what you need to do.
I focused this blog on writing because writing is what I love and I wanted to communicate with other writers. I had no intention of using it for "marketing." I could as easily have focused on dancing, or gardening (and in fact I do have a separate blog about alternative healing) or any of my hundreds of other interests.
If you look at the first handfull of posts, the title described the blog--Eclectic. I wrote about everything, and nothing. Gradually the blog focused in on writing because that's what I was focused on. Still am. :)
So who is your intended audience? Is it writers? Readers? Writers or readers of a particular genre? Is it adults? Children? Tweens?
Even if you're unpublished, focus at least part of your marketing efforts on your intended audience. Give them a hint, a taste, and reasons to come back to look for more. Whether that's snippets, reviews, cover art reveals or something else really doesn't make a difference, as long as it's focused at your readers and designed to draw them back.
Review books that they would be interested in. Put up pieces of your own work. Send them to another author's website that writes similar books. Start up conversations about their interests. Tell them about your characters.
Whatever it takes to get your target audience interested. Because if they're not interested, they won't come back.