It takes a lot to market a book successfully, but when you do, there’s a good chance you’ll succeed. Savvy authors today leverage the value of their book publicity campaigns for long-term gain. Like all effective marketing programs, book PR follows when it is well planned. Because no two authors and their work are alike, you’ll benefit from a combination of tactics that support your topic. Also, before you begin, be clear about the goals for your book. They vary by author and should influence your PR campaign planning. For instance, if you want to promote a business, that should be kept in mind as you plan.
Connecting with your target readers and the media they follow should be the core of your publicity campaign. The concept of discoverability is an important one in book marketing. You’ll do better over time when you understand what it is and how to do it. It’s a publishing industry axiom that no book is for everyone, so you need to get your work in front of the right people. They’re the ones who have an interest in or need for, what you’ve written. It’s generally quite clear-cut for nonfiction titles, and for fiction writers, it works by genre. Certain readers are fans of genres such as science fiction.
Today, authors’ websites are essential to marketing a book. It’s a reflex for many people to check online when considering buying a book. You’re closer to closing the sale when your website provides helpful and persuasive information about you and your work. Author’s sites don’t need to be elaborate, but they do need to be well-designed and easy to navigate. Readers view authors as knowledgeable people, and your website needs to support that impression. Blogs are also great promotional vehicles for authors. They give you a natural and consistent way to communicate with fans.
Social media presents meaningful opportunities, but unless you have a huge following is seldom enough to make a book successful on its own. It’s good form to keep your social media accounts active, and a rule of thumb is to choose two platforms. There’s no need to be on every platform when one or two will do the trick and not consume too much of your time. Posting several times a week generally works well, and avoid over-posting. Some authors who write about controversial topics such as politics can discuss them, but avoiding controversy is wise for everyone else. You want to avoid alienating anyone.
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