Some new authors believe if you write and publish a book, hungry readers will beat down your door to buy it. Unfortunately, that’s not true. Your book is competing with millions of others for the time and attention of your readers.
So, you have to become proactive about selling your book. No one will buy your book or know it exists without some hardcore marketing on your part. The good news is that there are plenty of different promotional tactics you can use to build your reader base.
Advertise Your Book on Social Media
One of the best ways to get some traffic to your book and find new readers is to use social media advertising. If you’re not familiar with the concept, you pay a social media network of your choice to display an advertisement to other users.
Some authors sign up for social media advertising before they truly understand how to get the best results. It’s not about how many people see your ad. It’s about how many people in your target market see your advertisement.
For example, it’s better to have an advertisement that’s seen by twenty thousand fantasy readers than an advertisement seen by two million readers who don’t enjoy that genre. That’s because the fantasy readers are more likely to sign up for your mailing list or buy your book than the other readers.
To learn more about your audience, look at your statistics about them. On Facebook and Instagram, these statistics are called Insights. Pinterest and Twitter call this data ‘analytics’. Regardless of the name, you need to regularly examine this data and mine it for information you can use to connect with your readers.
You might discover things about your target market that you hadn’t anticipated. You might expect that teens are most likely to buy your young adult book. But your statistics show that it’s not just teens buying your books. Older adults enjoy the genre, too. This means when it’s time to create social advertisements, you don’t want to limit it to a certain age group.
Using social media sites like Facebook, Twitter, Pinterest or Instagram can be helpful to fiction writers. But if you’re a non-fiction author and your book is about business or leadership topics, you’ll probably see better results when you use LinkedIn to advertise your book. That’s because your target market is primarily business professionals.
Don’t think you have to take out a huge ad and spends thousands on your first social media advertisement. It’s smart to start by running a few small ads first. This prevents you from wasting money on an ineffective ad and it shows you what your audience responds best to.
Another advantage of starting with small ads is that you can measure your return on investment, so you can learn what to expect from your campaigns. For example, you may find that campaigns that run on Wednesday perform better than ads that run over the weekend. This is valuable data, so make sure you’re tracking your results.
Whether you’re launching a huge advertisement or a tiny one, make sure the ad displays nicely on mobile devices like smartphones and tablets. A smaller device may make your text difficult to read or cut your picture size in half. If you forget to test the ad, it may flop and you’ll be left wondering what happened.
Don’t forget that you aren’t limited to text and images for your advertisement. You can create video ads that showcase your book and encourage users to buy it. But keep your video short and focused, as most social users won’t stick around to watch long videos. Good video ideas could include: a professionally designed book trailer, a quick tutorial related to your niche, a brief Q & A session, or a short behind the scenes segment explaining your inspiration for the book.
Social media advertising really does work. But it can take a few weeks to figure out how to get the best results, so don’t give up too soon. Instead, keep setting up ads and tweaking them as you learn more about your reader base.
How to Advertise Your Book on Reading Websites
Social media advertising is one way to get the word out about your book. There are also a variety of reading websites and blogs where you can advertise your book. The advantage of using a reading website is the visitors are by nature readers. So you’re more likely to convert a browser into a buyer simply by showcasing your book.
Advertising on a book site also gives your book more visibility. On a large social media site, your advertisement will compete with millions of other ads. But with a reading site, the competition isn’t as fierce, meaning your book will have the chance to stand out.
If you’re ready to start advertising on reading sites the first thing you need to do is make a list of sites where you could advertise. Here are a few you may want to consider:
- Book Bub
- The eReader Café
- Just Kindle Books
- Booktastik
- Riffle Select
- Kindle Nation Daily
- The Fussy Librarian
- Robin Reads
After you have a big list of reading websites, start reviewing them to see if they’re right for your book. Some reading sites will only promote certain types of books. For example, Kindle Nation Daily only supports Kindle books. If you didn’t choose to make your book available through Kindle, then KND isn’t the right platform for you.
Another thing to consider as you’re reviewing sites is if your genre is popular with that audience. For example, Just Kindle Books shares this: “Our top performing genres are romance, mystery/thriller, erotic romance, paranormal fiction, women’s fiction, cooking and self-help.”
This means your funny middle grade novel probably won’t get a lot of traction on JKB and submitting an advertisement would waste your time and the time of the editors behind the site. Instead, make a note that this website isn’t a good fit and keep looking.
Once you’ve finished, you should have a list of reading sites where your book would fit best. Now it’s time to start submitting your advertisement. Most sites have strict guidelines about what they won’t accept. Don’t just blindly ignore these guidelines.
The guidelines are there for a purpose. The readers of these sites expect certain things (maybe a set price point or certain cover size) and the website owner wants to keep her readers happy. If you show disregard for her community, she’s not likely to support your book no matter how much you’re willing to pay.
After you’ve read and followed the guidelines, submit your book and any accompanying information like your genre or page count. Most site owners will have a form you can fill out or will ask you to send them an email.
If your book sounds like a good fit, the site owner or content editor will follow up with you. She’ll explain how her process works and collect payment from you. If you have any questions about how your book will be promoted, now is the time to ask.
Keep in mind that as you release more books, you may be interacting with this site owner again in the future. So, be sure to pay promptly and stay professional in your messages.
Using Giveaways to Promote Your Book
A great way to promote your recently published book is to use giveaways. You offer participants the chance to win something and in exchange they perform a certain action, like subscribing to your newsletter. The advantage of a giveaway is it attracts lots of attention and can really help you grow your platform if done right. Before you schedule your first content, here’s what you need to keep in mind:
Have a Goal
Be honest about what you want from your giveaway contest. Are you looking to gain more newsletter subscribers? Do you want to gain another 500 likes to your Facebook fan page? Are you hoping for a fresh round of reviews on Amazon?
Once you know what you want, you can plan your contest around this outcome. For example, if you want 200 more newsletter subscribers, then one of your contest requirements might be joining your mailing list.
Follow the Rules
Each social media platform has special rules for running contests. Facebook doesn’t allow you to make liking your Facebook fan page a requirement for entry. They do this because they don’t want people inflating their page with fans that really don’t care and are only there for the prize.
However, you can ask your contest participants to like your Facebook page. You just can’t use it as a requirement. You also need to clarify that Facebook isn’t endorsing or supporting your contest.
Set a Deadline
A contest needs a quick deadline to motivate people to take action. Otherwise participants decide they’ll enter later and they never quite get around to it. That’s why you want to run your contest for about a week. Anything longer and you may see a loss of interest.
Choose Your Prizes
It’s tempting to giveaway your book as a prize, but don’t do this. Your goal is to sell books. When participants think they have a chance to win your book, they don’t buy it. Instead, they enter your contest and hope they’re the winner.
However, there are plenty of other items you could giveaway as prizes. You could create promo swag using a site like Zazzle. Using Zazzle, you can create branded journals, pens, canvas totes, mugs, and more.
But you’re not limited to print on demand items. You can also choose prizes that relate to the theme of your book. For example, if your book is about royalty in the medieval ages, then a prize could be a small tiara or crown.
If your book is non-fiction, then you may want to offer a service or another product as a giveaway. As a niche leader, you may decide the prize is a one-hour consultation with you or it could be an exclusive code to your insider’s club.
Don’t just throw together a giveaway randomly. Take some time to think through what the rules will be, what prize you’ll offer, and how participants can enter to win. Your contest will flow smoothly if you work these details out in advance.
Polishing Your Author Page
Many publishing platforms allow you to create an author page on their website. This page is where readers can go to learn more about you and your other books. It’s a smart marketing move to have your author page completely filled out and polished. It makes readers, other authors, and industry professionals think you’re a knowledgeable leader in your niche.
There are a few key things you want to make sure you have on your author page. The first is reviews or endorsements from other people. If a book reviewer called the voice of your book melodious then use that quote. If a fellow author endorsed your book and said it was an intriguing tale, be sure to put that up.
These reviews are social proof that makes readers more willing to take a chance on your book. But what if you don’t have reviews yet? What if you’re still trying to get your book noticed? Then it’s time to start asking for what you want.
Don’t be afraid to approach a few book bloggers and ask them for their honest thoughts. If you have author friends, reach out and explain that you’re looking for an endorsement. Most reviewers and fellow authors will help you out if you only ask.
After you’ve added some endorsements, update your biography. Keep it short and highlight any special qualifications you have that might relate to your writing. If you write medical thrillers and you were a nurse for 25 years, then mention that in your bio. It adds credibility to your author brand.
Now, you need to include a picture of yourself. This should be a smiling headshot of you in good lighting. It can be tempting to use that picture from twenty years ago when you were young and skinny.
But part of building your author brand is making sure you’re recognizable today. That means your photo should be a recent one, preferably taken some time in the last 2-3 years. Remember this is a photo that will follow you around the internet. So, pick a shot that makes you feel confident and beautiful.
Next, it’s time to work on your links. Some platforms allow you to link to your website, blog, and all of your social media sites. But if your platform only allows you to publish one link, then that link should be to your website so you can drive traffic to it.
Amazon’s author pages allow you to include videos. If you have a professionally made book trailer, then you’ll want to make sure you submit that video to your profile. You may also want to add a video introduction so readers can get to know you and get a feel for your personality. But aim to keep it short, think under three minutes, and remember to smile while you talk. It makes you look friendly and approachable.
Don’t just abandon your author profiles. Keep them updated every six months and if new author features are added, be sure to try them out. This helps expand the reach of your author brand.
Creating & Building Your Email List
Imagine releasing your next book and being able to tell thousands of readers who love your work about it. Imagine being able to contact these readers anytime you want with news or updates about your books. With your own mailing list, this isn’t just a dream. It’s entirely possible.
The first thing you need to do to build your email list is choose a mailing list service. There are a few really good options including Constant Contact, Aweber, and Get Response.
Mailing list services charge you by the number of subscribers you have. For a list of 500 subscribers, you can expect to pay $15-25 per month. As your list grows and you get more subscribers, you’ll get charged more. However, if you’re regularly marketing to your list, then you should easily be able to cover this cost.
If your budget is tight, look into MailChimp. They allow their users to have a free mailing list if they have less than 2,000 subscribers. That means you can build your list for free. Once you have more than two thousand subscribers, you’ll have to pay a monthly fee.
Now that you’ve done some research and picked a mailing list company, it’s time to get started building your list. Your service provider will give you a special code you can use on your website to add a subscription form.
If you’re not familiar with HTML or other coding languages, ask your web designer to put it on your blog for you. Ideally, you need to have your subscription form on the right side of your blog and you need to have it underneath your posts. This makes it easy for your visitors to sign up for your mailing list.
It’s smart to offer a free gift to encourage new visitors to sign up for your list. This free gift could be a collection of short stories, bonus content from you, or a free book of yours.
Be sure the free gift matches your other work. If you write sweet romance, then offering a horror book will seem a bit odd and won’t help build your platform. Instead, offer a short sweet romance to your visitors and you’ll see better results.
Now that you have a mailing list and special offer in place, it’s time to let the world know. Share about your special gift on social media and invite your followers to sign up for your mailing list. You should also put a link to your mailing list at the back of all of your published books.
Don’t forget to create a special landing page on your website. This page should mention your free gift and invite visitors to enter their contact information. Once visitors do this, they should immediately be directed to a ‘thank you’ page.
Now, if you’re featured on a webinar or podcast episode, you can tell listeners to head to a specific page on your website in order to sign up for your mailing list. This can convert more visitors to subscribers, because you’re only asking them to do one thing (sign up for your list).
Building an email list of readers who love your books is one of the best ways to grow your career as an author. Experiment with different free gifts to see which one appeals the most to your audience.
Interacting in Groups & Forums
One simple way to market your book is to interact in groups and forums. This can help drive traffic to your website and boost the visibility of your work. But you don’t want to pick just any group or forum to participate in. You want to choose ones that will help you grow your brand.
For non-fiction authors, this means you should pick groups that are in your niche. For example, if your book is about dog care, then joining a forum focused on dog training or dog health would be a good idea. This will give you a chance to answer questions and establish yourself as an authority on the topic.
For fiction authors, this means you need to join groups built around your genre. For example, if you write fantasy and paranormal books, you should look for groups created specifically for fantasy readers.
Participating regularly in groups will also give you lots of content ideas. This means you’ll have plenty of inspiration to record Facebook Live videos and make blog posts. But the inspiration doesn’t stop there. The more you learn about your audience, the easier it will be to target them with your subsequent books.
Along with groups where your readers hang out, you also want to join groups where you can find fellow authors. If you write romance, then look for groups that focus on romance writing. Pick places where the mood is upbeat and authors encourage each other. If you join a group that’s negative or thrives on picking people apart, you’ll be pulled down by all the negativity.
Remember when you are part of a group to engage in discussions. It can be tempting to parrot what everyone else is saying. But you want to focus on adding value to each conversation. If you regularly share helpful information and encourage other members, you’ll develop a reputation as a trusted leader in your niche.
If forum or group etiquette allows self-promotion, share about your books when joining in conversations. The key here is to only do this when your book is relevant to the topic at hand. If someone asks how you know if your dog is sick, then it could be appropriate to link to your book on dog healthcare. It wouldn’t be appropriate to link to your book about computer programming.
If you’re not sure about the rules of etiquette in the group or forum, take a moment to reach out to the owner or a moderator. This shows you’re there because you genuinely care and want to help better this online community.
Position Yourself as an Expert
You want to become the go-to source for advice in your community. That means stepping up and positioning yourself as an expert. Being an expert doesn’t mean you have all the answers or that you develop a big ego. Being an expert means you’re a leader who cares about and protects your community. So, how can you be seen as an expert? Try doing some of these things:
Get Featured on Podcasts
Find podcasts in your niche and start listening. Which ones do you enjoy the most? Which hosts sound like they’d be a good fit for your personality? If you find several possibilities, write them down so you know who you need to contact.
After you’ve found a few podcasts, pop onto their websites. Check to see if the host is looking for more guests. If you can’t find any information about being a guest speaker, reach out to the host directly. Ask her what her criteria is for choosing guests and see if you fit the bill.
Build Your Own Group
Leading a group is a great way to show that you’re an expert in your niche. But you should only start a group if you’re willing to invest time and attention into growing it. At first, you’ll spend most of your time marketing the group (about 5-10 hours a week).
As the group grows in numbers, you’ll start getting members who heard about you through word of mouth and want to join in the fun. Pay attention to who is joining your group and remove anyone that attempts to spam your tribe or starts flame wars. These are not the type of people you want to be associated with personally or professionally.
Find Journalist Requests
There are websites where journalists will post about what stories they’re working on and request experts to interview. This can be an excellent way to boost your visibility and be seen as a thought leader.
Some of these sites, like Help A Reporter Out, are free to join. If you want additional features, you may want to purchase a monthly subscription. The reporter’s requests are sorted according to niche, making it easy for you to scan for opportunities that are right for you.
When you first start promoting yourself as an expert, you may not get a lot of traction. But keep sharing your knowledge and doors will begin to open for you.
Promoting Your Book Offline
Even if your book is digital only, there are still plenty of ways you can promote offline. All it takes is a little bit of planning and persistence.
Give Branded Gifts to Strangers
You can start by carrying promotional gifts with you. These don’t have to be huge items. They can be pens, notepads, or coffee mugs with your website address and author tagline. Then you can pass these items out as you meet people. Give a cashier your bookmark or hand a pen to the lady in line behind you at the bank.
Attend Conferences
Grow your reader base by attending conferences in your niche. This will help you form valuable industry relationships, too. Don’t try to meet and interact with every single person attending.
Instead, focus on serving others and making genuine connections with a few people. If someone asks what you do, be prepared with a short pitch about your book. If you have bookmarks or another promotional item with your cover on it, you can pass them out.
Speak at Events
Look around for seminars and networking events that could use a speaker. If you know the event budget is tiny and you want the experience of speaking, offer to do the job for free. You can also ask about making a two-minute pitch about your book at the end if the event coordinator is agreeable.
If possible, have someone there to record your speech so you can upload it to a video site. This will not only show off your speaking abilities, it also gives you a chance to turn your offline content into an online marketing opportunity.
Not comfortable speaking to groups? Try joining an organization like Toastmasters. Local groups meet monthly so members can improve their speaking skills. If you’d like to speak at events regularly, then this can be a great way to jumpstart your speaking career.
Don’t be afraid to talk about your book or promote it others. Most people look at writers and authors a bit like celebrities. They’re fascinated by what you do and curious to know more.
Marketing your book can be fun and rewarding. The more you do it, the easier it gets. But don’t forget to take notes about what’s working for you and what isn’t. This will help you have plenty of promotion ideas when it’s time to launch your next book!