Creating a Marketing Plan: Part 5

To start building your marketing plan from the beginning, start with Part 1, Part 2, Part 3, and Part 4. Now let’s move on to Post-Launch marketing.

Post-Launch Marketing

79420-calendardeadlineFirst 3-4 months after release. This is when you want to keep the high of your release going. Marketing does lessen from the initial blitz surrounding the release, but should still stay higher than what you will maintain during the long term marketing phrase.

Consistency is KEY!

Plan consistent exposure over the first 3-4 months after the release party. This will include daily, weekly, and monthly tasks oriented at keeping up exposure.

  • Examples include FB group posts, links on Twitter, guest posts on book blogs, special content (character interview), personal or author blogging posts, in-person events and appearances, interacting with readers, etc.

Blog Tours

These should have already been set up (if not, set them up ASAP). As tour posts begin to be posted, make sure to visit each blog and leave a comment thanking the host. This is not only polite, it helps expand the exposure of the post. Share links on you social media accounts.

Subscribe to each post (not necessarily each blog) so you are notified when readers comment. Go back and reply to comments as needed. Keep a list of which bloggers reviewed your books, whether or not they liked it, and whether they might be interested in reviewing future books.

Reviews

Large Stack of BooksWhy are reviews so important?

  • New reviews boost rankings on sites like Amazon.
  • Boost reader confidence. It shows that people are buying and reading the book and hopefully that they are enjoying it. Makes spending $$ seem less risky if you are a new author to them.

How do you get reviews?

  • Ask for them! In many cases, it really is that simple, but you need to go about it the right way and only approach those interested in your genre/topic.
  • Friends & family (They need to be honest!), beta readers, critique partners, other authors.
  • Bloggers (best if relationship already in place). If you are cold-submitting, follow their guidelines posted on their blog, make sure the are OPEN for reviews, only submit to bloggers who actually read your genre, and be professional.

  • Put a message in the back of the book. This is a very simple and effective way to encourage readers to review your book.
    • Apps like the Kindle and Audible apps now bring up a screen when a reader finishes a book that asks them to review or leave a star rating.
  • Incentives (send review link for…offer some extra or bonus gift to encourage reviews)

DO NOT PAY FOR REVIEWS

Except…

Dollar SignReview Services are different from “paying for reviews,” which is against most ebook stores’ review policies. What makes these services different?

  • You’re paying for access to reviewers, not actual reviews. These services offer no guarantee on the number or star level of reviews you will receive. Your book is added to their list of book available for review and the reviewers who participate in their service choose which books to review and give honest reviews after reading.

BEST: Net Galley (cost: $600)

Others: Books Machine (monthly fee)

  • Similar Idea: “First Reads” programs from certain publishers aims at getting early reviews for their books but are limit to books they choose to include in the program.

Other sites/avenues for readers to access books or post reviews include publisher specific programs, Goodreads, LibraryThing, Shelfari, etc.

A big part of the post launch marketing includes consistency and gathering reviews, but it takes persistence and time.

WPR Header ImageTo listen to the full podcast on Creating A Marketing Plan That’s Actually Doable, check out the Write. Publish. Repeat. Podcast Part 1 and Part 2.

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