12 Book Marketing Strategies for Authors
It doesn't matter if you're a self-published or traditionally published author. If you write fiction or non-fiction.
No matter where you're at within the publishing process, as an author you have got to know how to market your book and how to connect with readers.
And if this kind of scares you or makes you uneasy don't worry I've got your back. I'm going to share 12 strategies that can help you market your book and connect with your readers.
So let's jump in…
Strategy #1: Identify your goals
When you have a goal you have something that you can aim at - you have a destination. And when you have a destination you can make a plan on how to actually reach those goals. And knowing what your goals are how you can define success.
What might look like success for me might look completely different for you. Be specific and make them doable. Break them up into smaller chunks and you’ll see growth quickly.
Strategy #2: Focus on two or three strategies
I talk to so many authors who are completely overwhelmed, especially when it comes around the launch of their book. They're trying to do a million different promotions when they realize, “Marketing my book is on my shoulders," even if you're signed to a traditional publisher. It turns into panic mode and we just start throwing a bunch of things at the wall to see what sticks.
That is absolutely not the best way to market your book.
What you want to do is identify two or three strategies that you can focus on and do really really well. It's much better to do fewer things and do them really well rather than trying to do 27 different things and just kind of having a watered-down version of what could work.
And if you find that you have more time and more energy adding another one or two strategies that you can add to your plan. But don’t overwhelm yourself. Focus on quality rather than quantity.
Strategy #3: Know your ideal reader
This is the cornerstone of your marketing. When we try to talk to everyone we're actually going to talk to no one. When we focus on talking to one specific person and I know that so many authors say, "Well I don't want to limit my views," or "I don't want to limit myself," you're actually not.
When you focus on an ideal reader and you can get very specific within your content and what you share, you can really hone. When you’re specific, it will leave people thinking, “Wow she is talking directly to me. I feel like this is so personable and engaging."
You can get very specific when you talk to just one person rather than trying to talk to ten thousand.
Strategy #4: Know where you're at in the marketing process
When you know where you're at in the process - whether that be in the Attraction Phase, Promotional Phase or Follow-Up Phase - you'll understand what you need to be doing within your marketing and to make a bigger impact.
Strategy #5: Start now
I always tell authors you cannot start soon enough. Actually the minute you start writing is really the time when you should start connecting with your readers and starting to grow your audience.
On social media it takes a while to develop that know, like, and trust factor that you're looking for.
So if you start now and connect with readers as a human being, not as an author trying to promote a book, you will find that you are able to connect with people on a much deeper and more personable level.
Strategy #6: Grow your newsletter
Take the social media connections that you're making and drive them to your newsletter list with an incentive. An incentive is a free download, it's a free pdf or a free checklist or something that you can give readers as an incentive to sign up for your newsletter list.
When we take those social connections and drive them to your newsletter, we know that we're making the connection and we're warming up that lead. Giving them an incentive that they can take and learn from or be entertained by and is essential because own those connections. If social media were to go away where would your connections be if you didn't have a newsletter list?
Nurture those connections that you have on social media and drive them to your newsletter list.
Strategy #7: Use your newsletter subscribers as your launch team
Invite your newsletter subscribers to join your launch team by offering them an advanced copy of the book as a pdf download a month before the release date. So when your release date arrives they can leave a review the day of your release on Amazon to get the ball rolling. It's a great way to get your community involved, but it's also a great way to prompt timely reviews.
Strategy #8: Have a review process in place
This is going to take a little planning ahead and prep work on the front end, but it's something that is really going to help you in the long run. Make sure to include some sort of verbiage in your book to lead readers to a free download to get them on your newsletter.
If you write nonfiction maybe you can offer them a free checklist or worksheet that go along with your book. For fiction writers, it could be a free novella, a prequel or maybe it's few hints to your next release.
Whatever you decide, give them an incentive within your book to get them on your email list to prompt them to leave reviews or to stay in touch with you after the book releases. You can let them know about the next book or you can stay in touch with them.
It's a great way to continue that conversation because you don't want to lose touch with them after they finish your book. So having a process in place ahead of time so you can stay in touch with your readers is really important tip.
Strategy #9: Do a Goodreads giveaway
Goodreads is basically a social media outlet for readers. It is full of very very active users. This does cost money but what I would encourage you to do is to use the lower cost option, which is $119.
The point of a Goodreads giveaway is to build awareness. This is really important especially for fiction authors who might be struggling to get the ball rolling. A Goodreads giveaway is a great way to get in front of your ideal readers who are interested in your genre to build awareness, that you have a book out, or if you're a brand new author introducing yourself and getting that book in front of other people.
Strategy #10: Offer a BookBub promotion
BookBub is a great way to get your book in front of new people and offer a special promotional price. You can offer a limited time price point - for free, 99 cents, 2.99 - you can set the price point. But when you can give people the option to try your book at a lower price point it's a great way to spread the word about your book, to get in front of new readers, and get in front of new eyes.
The nice thing about this is that it's only for a set amount of time. You never want to lowball your book for an extended amount of time. But doing these promotional discounts every once in a while is a great way to boost your sales and to get in front of new readers.
Strategy #11: Connect locally
You have an enormous amount of knowledge and experience within your librarians, local booksellers, local writer groups, and local book clubs. Connecting with local people is a great way to get the ball rolling on your marketing and to make more connections. You’re able to gain insights, tips or tricks that you might not be aware of, and more. And it’s a great way to get the word of mouth going.
Strategy #12: Continue to talk about your book
I talked about the three different phases of book marketing earlier and the Follow-Up Phase is one of the best times for you to continue those sales. We often just focus on the Promotional Phase right when our book comes out, but your book has an infinite lifespan. So if you continue to talk about your book - whether that's in social media or in in your newsletter - to continue to drive connections and to drive awareness, you're going to continue to see sales.
So be sure to have a plan in place for your Follow-Up Phase to continue to talk about your book and continue to push those sales.
Book marketing doesn’t have to be complicated, take you away from your writing, or be a drag. When you focus on just a few things, have a plan in place, and consistently show up, you’ll be in good shape.
If you want to learn more and get a better handle on your book marketing, download your copy of the Book Marketing Blueprint. This FREE quick-start guide will help you finally see results with your book marketing and make authentic connections with your readers on social media.