How To Market Your Book

Woman reading book with abstract flying items around her
Marketing is the activity of delivering offerings that have value for customers.

A while back, I asked my Facebook group for authors, which aspect of being a writer caused the members grey hair. And that’s why this post deals with book marketing. Yes, writing the damn thing took years and cost me all my spare time! But that was nothing compared to the struggle of saying in public: “This is an excellent book, and you should read it.”

Join the Facebook group for discussion and tips: https://www.facebook.com/groups/569574570248527/

Marketing Versus Selling

There’s nothing wrong with selling your book (high five to the top sellers), but in this article, I’ll discuss marketing. What’s the difference, you ask…

“Selling is an action that converts the product into cash, but marketing is the process of meeting and satisfying customer needs.”

Source: https://mu-bit.com/blog/selling-and-marketing/

Remember that when it comes to marketing, what the customer wants is king. Do you have an ideal reader in mind? If not, now’s the time to picture him & her.

An Ideal Reader

“An ideal reader is the fictional person to which a book would most appeal. Most frequently, they represent a specific age group and interest or experiences, but in some cases, an ideal reader might also represent a certain ethnicity, religious background, sexuality, or other identifying markers.”

Source and more information: https://www.well-storied.com/blog/ideal-reader

Some identifiers:

  • Interests
  • Genre and theme
  • Why do they read? For entertainment, romance, or thrill? To escape or to find information? 
  • Demographics
  • Life experiences

Tip: Study what makes an ideal reader for famous authors of the same genre.

Mold your product for the ideal reader:

  • Write your next book with your focus group in mind (at least somewhere at the back of your mind)
  • Design your pitch (choose what to stress)
  • Cath the eye of your ideal reader with your marketing message (plus book cover & title)
  • Follow through and modify the message as you go
  • Do a bit of industrial espionage (the marketing message of similar authors)
  • Know your niche

Social Media Content

Social media is about sharing, and you must establish a connection before you can market, or people will just avoid you. Think about topics that you share with your ideal reader. Those topics can involve hobbies and other non-book-related stuff. Use them to stir conversations and encourage your followers to discuss. Follow other authors’ accounts and learn from them. Exchanging help among peers is advisable because someone has struggled with the same issues.

How do you react to “BUY MY BOOK!” posts? Which ads and messages catch your attention? Make a list of what causes a positive reaction (the cover image, the setting, the information, etc.).

Tips for gathering followers (and marketing your book):

  • Connect with your ideal readers (and people who converse with them)
  • Share their interests
  • Stir up a conversation–discuss the process of writing your book (historical research, a traumatic event or injustice which compelled you to write)
  • Find out what your followers and friends want (polls, questions, competitions)
  • Support other authors. Give tips and advice–lend your expertise.
  • Show them who you are (a selfie wouldn’t hurt now and then, show your pets and non-writing related hobbies)
  • Bring your book into life by discussing relatable topics
  • Go behind the scenes and show your journey as an author.
  • Be a reader
  • Take a look at your followers. Activate top follower badges, and thank your loyal supporters.

Source and more information: https://www.mixtusmedia.com/blog/are-you-making-one-of-these-3-book-marketing-mistakes

Giveaway content

Giving something for free might sound unnatural when you used a lot of money to get this far. Of course, you want book sales for your troubles. But sometimes the free lure can earn you sales.

Examples of freebies:

  • the first chapter of your next book
  • a sneak peek of an upcoming book
  • a deleted scene
  • a free first-in-series title before the launch of the next part
  • a free short story or novella
  • a free content library (images, blurbs, deleted scenes, character interviews, book cover versions)

Source and more information: https://insights.bookbub.com/how-promote-your-book-free/

Use The Cover of Your Book

I’ve dealt with book cover design before. Here’s the link to a previous blog post: https://rebeckajager.com/2020/04/17/what-authors-should-know-about-the-book-cover-design-process/

If you cannot afford a professional book designer, use time to make a beautiful cover in Canva, for example. Canva offers cover templates which you can browse by genre. Pay for professional photographs. We writers take for granted that readers pay for our book. The photographers need to eat too. 

When you have a gorgeous cover (the face of your book), use that eye-catcher in your social media posts. 

Remember to create a continuous brand. The same colors, fonts, and related book covers for a series all support your brand, which your customers recognize everywhere. Use consistent account names and steer clear from difficult letter+number combinations.

Build An Author Website

Having your website is a must. How to create one? You’ll find instructions from my previous blog post: https://rebeckajager.com/2019/12/24/1359/

An author’s website should contain the following information:

  • Your bio and photo
  • Excerpts from your books and book cover images
  • A link to buy your book on every platform you offer
  • A way to contact you
  • Links to find you on social media
  • Blog signup form (if you have a blog)
  • Newsletter signup form

Tip: Yes, you should have an author newsletter. 

How to build it? Use a MailChimp plugin, for example. There are numerous other providers. Check out my previous post on the matter:  https://rebeckajager.com/2019/11/10/why-every-writer-needs-a-newsletter/

The website establishes your brand as a writer and acts as a base for directing traffic. Remember to take care of your search engine optimization so that your potential readers find your page among millions. From your site, direct readers to retailer sites, invite them to join your mailing list through free downloads. Ask people to follow you on social media.

Book reviews

How to earn those fantastic five-star reviews which you can boast across your existence on the web? First and foremost: write top-notch quality (means pay a professional editor).

Ask people to review:

  • Ask for a review at the back of your book and on social media
  • Offer an ebook for free
  • Ask for comments in your paid ads
  • Search for book bloggers and email them
  • Swap reviews with other authors
  • Once you have subscribers on your newsletter list, ask them
  • Offer an advanced readers copy (ARC) and establish an ARC launch team
  • Join reader rooms

Source and more information: https://www.thecreativepenn.com/2018/08/29/book-marketing-10-ways-to-get-reviews-for-your-book/

ARC

An advanced reader’s copy is used for promotional purposes before publication. Offer ARCs to readers who will post endorsements and write reviews. An ARC should be free of charge and offered in exchange for newsletter subscriptions because those email addresses are worth their weight in gold. Market the ARCs through every channel at your disposal and gather a set of names as your ARC launch team.

More information: https://www.1106design.com/2019/11/06/what-is-an-advance-reader-copy/

Reader Sites

Did you know you can send book recommendations on several platforms? BookBub and Goodreads are the ones you probably know, but here’s a list of other sites where you can design an author profile: https://www.lifehack.org/articles/technology/10-best-book-recommendation-sites-you-need-know.html

Most big platforms offer paid advertising, but remember than reviewing and recommending other writer’s books is an essential part of building your community.

Paid advertising

Ads on Amazon

“In addition to selling your book on Amazon, you can also promote it there, too. If you do decide to buy advertising, choose the sponsored product ads option. This pay-per-click ad allows you to target Amazon users with keywords that are related to your book.”

Source and more information: https://nybookeditors.com/2018/05/9-tips-for-marketing-your-first-book/

Facebook ads:

Remember that paying for a Facebook ad doesn’t mean you’ll get results as book sales or even clicks on that Amazon link. At the heart of any successful Facebook ad campaign is understanding your marketing goals and thus choosing which action you want the ideal reader to perform. Start by experimenting with a few bucks and register what works. Link your FB ads with the other measures mentioned in this article.

“The first thing to clear up is that there are different types of authors and different goals for your book. And once you are clear on the next step, a reader should take with you, your marketing strategy becomes clearer.”

Source and more information: https://www.andreavahl.com/facebook-advertising/the-4-best-types-of-facebook-ads-for-authors.php

BookBub ads tutorial: https://insights.bookbub.com/tutorial-how-to-use-bookbub-ads-to-promote-any-book/

Plan Your Book Launch!

Now, this is the most important advice I can give you about book marketing. If you just press the publish- button on Amazon and start shouting your marketing message across platforms, you’ve already lost the momentum which you can build beforehand.

More information (with a timetable): https://www.writersdigest.com/publishing-insights/18-ideas-successful-book-launch

You don’t have to throw a lavish launch party in person. You can do it online and record a Youtube video for further use. Even if the idea of an actual event doesn’t get you all excited (because you have to turn up in person and talk about your book in front of people), planning a launch means setting dates for all the marketing operations pre-and post-publication. It requires knowledge and action based upon your ideal readers. 

Some examples:

  • Take care of your SEO and write a list of suitable hashtags according to the genre. 
  • Do a cover reveal
  • Build hype before ARCs, ebook and print publications
  • Create merchandise and plan how to distribute it
  • Build your community (make a list of people who can spread the message)
  • Ask family and friends for help (yes, this includes your author friends)
  • Contact book bloggers
  • Contact possible reviewers
  • Devise social media posts and send them to your supporters via email:
    • Tell them when to post and where: a call to action
    • Design a post for FB, Twitter, Instagram, and so on, complete with images and hashtags. Remember allowed text length in different media.
    • Make posting easy
  • Join Facebook groups and ask the admins if you can post about your launch

And remember to have fun. We don’t become writers unless we have a dream.

Why Every Writer Needs a Newsletter

dancer_jump.jpg

Want to start a writer’s newsletter? I heard the BLAH. But you want people to buy your book, don’t you? Everybody screams: yes! Maybe you have an author presence at several social media platforms, and creating another content channel feels like much work and no fun.

I always say: choose your weapons. We have our preferences, and someone swims like a fish on Twitter as the next person loves Instagram (I do). When you open a new channel to reach for your readers, nothing is more direct than a newsletter. The preferred message arrives at people’s private inboxes. The list of your newsletter subscribers is a database of potential book-buying customers.

The Introvert Dilemma

Many of us are introverts and miss the golden times when authors sat typing while sipping red wine and chain-smoking. The manuscript traveled via snail mail to the publisher who took care of the rest, which became history.

Well, those days are long gone. Even if you hook the agent with a genius query letter, and consequently, Barnes & Noble is dying to publish your book, they still want you to market it! The agent takes a look at your social media presence, and so does the publisher. Do you blog? How many subscribe to your newsletter? Three? Thirty? Three thousand? The numbers don’t lie; they tell the professionals that you know how to market, and you’re a potential moneymaker. 

Writing is easy; selling the book is the hard part. Not selling has created more disgruntled ex-writers than booze and the Second World War combined.

The Facebook Poll

If you’re not a member of my Facebook Writer’s Group, join now: https://www.facebook.com/groups/569574570248527

I asked the members which issue I should blog about next, and the answer is (ta-da): Author Newsletter.

This is because writers think the newsletter is the hardest channel to create because of technical difficulties with WordPress plugins and what-not IT- problems. But there’s another obstacle which is more difficult to overcome: fear of marketing your brainchild.

The Key to Your Online Presence as a Writer is Making a Connection

There’s no going around this evil duty: you must establish a newsletter. And newsletter marketing is so much more than blasting: “Buy my book!” on days without end.

“If you’re an author, this means identifying the target market for your books and understanding how they spend their time online. If you’re writing for a young adult audience, spend some time immersing yourself in the densely populated online world of YA readers and writers. What do they like to see from YA authors online? How do they discover new books and new authors?”

Source and more information: https://writersedit.com/self-publishing/ultimate-guide-establishing-author-newsletter/

And: https://writersedit.com/self-publishing/ultimate-guide-online-author-presence/

 The Subject Matter

Think about your Social Media posts. You’ve established a set of content types and subjects which your followers enjoy. Use that knowledge when you create newsletters. Programs like MailChimp (which I use) have excellent tutorials that guide you toward better marketing. The web overfills with marketing courses for writers. Ask your author friends who sell impressive figures, on Amazon or elsewhere, how they studied marketing.

Steps of creating The Author Newsletter

  1. Choose a newsletter program to use. MailChimp, Campaign Monitor, Constant Contact, AWeber, and many more.
  2. Embed a subscription form on your website. Sometimes you need to copy-paste a string or HTML- code from the newsletter software to WordPress or whoever hosts your site. Allow subscribers to sign up via a form in the sidebar or footer on every page of your website.
  3. Decide how often you send. Once a month is enough if you ask me. This frequency also allows you time to design awesome content.
  4. Gather subscribers before sending out anything. Offer a freebie in return for giving their email address.
  5. Compose your newsletter. Promote the newsletter across Social Media and build your subscriber base.

Legal Matters

Don’t add anyone into your subscribers unless you have their permission! Also, learn about spam legislation in your country. 

 Organizations that don’t comply face hefty fines.

Source and more information: https://writersedit.com/self-publishing/ultimate-guide-establishing-author-newsletter/

What To Put in Your Newsletter?

The answer to this question depends on who you ask. Googling the search term: “What to put in your author newsletter” produces some great articles. Think of your products and who you are as a writer. Draw lines around what you feel comfortable sharing.

A list of possible subjects:

  • Share customer reviews 
  • book excerpts 
  • cover reveal, or a sneak peek
  • giveaways: a signed copy of your book or a chance to ask you questions about your characters
  • Share your blog
  • Exclusive articles that you don’t share elsewhere. Give your subscribers the feeling they are VIP, part of a selected few.
  • who you are as an author and a person
  • awards from writing competitions and honorable mentions
  • writing advice
  • spotlights on other authors
  • books that gave you inspiration for your writing

Source and more information: https://allthekissing.com/2018/10/what-to-include-in-an-author-newsletter/

Be Patient and Study Statistics

Remember that new skills take time to master. You spent several years learning writing and developed through trials and tribulations into the author you are today. Study how each post does. MailChimp and others offer excellent spreadsheets for statistics. Take heed of the percentages: how many opened your email? Did the opening produce link clicks? Don’t replay errors and use the themes & content which people love to open and follow. 

You do this with Twitter, Facebook, Pinterest, and Instagram, don’t you? If not, start immediately. 

Each link click loses a percentage of your customers. Design your newsletters in a way that offers direct, clear statements and endorses a call to action. Allow subscribers to comment and respond. Pick a theme for each newsletter. If you lead your subscribers into a maze of confusing directions, they won’t end up buying the product.

The Funnel

Seeing that only 1,3% of receivers ended up clicking the Shop Now-link of your recent newsletter might depress you, but the funnel explains what happened. It’s normal; most customers don’t come out as frequent buyers at the bottom.

FUNNEL.jpg

Image source and an interesting article on digital sales: https://www.crazyegg.com/blog/sales-funnel/

“A marketing funnel is a collection of stages that prospective customers move through with the first stage being the awareness stage. Marketing funnels were designed to push these potential customers through the buyer’s journey to ultimately purchase a brand’s products or services.”

Source and more information on funneling: 

https://powerdigitalmarketing.com/blog/a-guide-to-marketing-funnels/#gref

Study funnels and everything else. And stay patient because an expert industry attempts to unravel the secrets of buyer decision making and the psychology of the hunter-gatherer. As an author, you are a start-up business, but leave time for child-like unchained creation. Do something small every day to add subscribers to your list. Post daily on social media and learn to publish content which has a demand. Before you know it, you have cracked the killer combination. 

Even if you end up with the email addresses of sixty people, that’s sixty more than the guy or gal next to you.