To get started on your marketing plan, check out Part 1 HERE. Once you have your goals set, it’s time to start preparing.
Preparatory Marketing
Networking with Bloggers
Bloggers are authors’ friends. Not just the ones with thousands of followers. Sometimes the smaller bloggers will do more to promote your post and become an ally for future books. Don’t just spam every blogger you find. Build a relationship by checking out their blog, commenting, and interacting.
Types of posts to prepare for bloggers: Guest posts, interviews, excerpts, Q&A, Top Tens lists, writing advice, etc.
KEEP TRACK of which bloggers you work with for future releases.
Social Media
Regular posting on 2-3 platforms.
Share teasers such as quotes, images, character bios, etc.
Share sneak peeks of content.
This helps you build a fan base and interest in the projects you’re working on.
Branding
Establishing expertise through content, i.e. columns/articles/blogs, sharing useful information/articles, etc.
You want readers to know what they can learn/expect from you. Do you share writing advice, post about your own reading, talk about your hobbies, blog your thoughts on a variety of subjects, etc.
Pre-Release/Launch Marketing
Blog tours
Need to be set up 2-6 months in advance. Bigger tour companies will require more time. It also gives more time to bloggers to read the book and review. Blog tours are for EXPOSURE, not sales, so reviews are really important during blog tours.
Book Trailers
Post release date in video or description to help promote the release date and/or pre-order status.
Don’t just use your blurb for the script. Create a script that fits your video/photos and gives a unique look at the book through this format. Some book trailers use text only, voiceover narration, or live action.
Resources for making book trailers include: Free Music Archive for music, Windows Movie Maker, Animoto, Stupeflix, etc. for video compilation.
Reviews
Reach out to bloggers, beta readers, friends, and other authors who are interested in your genre. If they are new to reviewing, explain the process and how easy it is to leave a review as well as how important reviews are to the success of a book.
DO NOT PAY FOR REVIEWS! It’s against most sites review policies and is considered unethical.
When dealing with Amazon, family and close friends are not allowed to review your book because they may have a financial interest in your success. Same goes for authors affiliated with the same publisher you are with, street team members, or anyone else Amazon deems may have too close of an interest.
Goodreads does not limit reviews from friends and family.
Reviews can’t be posted on amazon until the book is LIVE, but encourage posting on Goodreads pre-release. It’s easy to copy and paste later.
Pre-Orders
A discounted price is usually offered during the pre-release period. Make sure to add the links to your website/pre-order page.
2-4 weeks is a common time period for pre-orders but trends have recently been leaning toward longer periods.
The Benefit of pre-orders is that ALL pre-sales are tallied on release day = big boost in rankings.
Launch/Release Marketing
Email Blast
Mailing list! Start building your mailing list early. This is a captive audience of readers who are interested in your books. Targeted Marketing=Better Click-Throughs
Release Party
In-person &/or FB event, Twitter chat (specifics to come…) Gather your fans and readers in one place to celebrate the release. It’s great to get other authors involved for games/prizes.
Media Appearance/Interviews
Podcasts, blogs, radio, YouTube, etc. Explore local media outlets like radio and TV, but don’t be afraid to branch out and talk to online sources like internet radio shows, podcasts, bloggers, Google+ shows, etc. There are many book and writing related media outlets interested in talking to authors.
Incentives to Buy
Freebie w/ purchase, email receipt for gift, etc. Be creative with your incentives. If you have another talent like music or drawing, pair them up for a bonus gift after purchase. These types of incentives are usually offered during the first week after release.
Add cover art to Social Media images to help announce the release and get people interested in the book.
Update your bio with release info/links so readers who are already following you will have the most current information about your books.
USA Today Bestselling Author DelSheree Gladden 