Community organization events (any event that allows vendors)
Writing groups (guest speaker)
Art collaborative events (art walks, art fairs/festivals)
Craft fairs (schools, senior center, maker markets)
Community festivals (seasonal, renaissance, kids)
School or library talks (information presentation, career day)
Informational presentations (conferences, comic cons, literature events)
Setting up a book signing
Book signings are not limited to book stores, but if you do want to hold a signing at a bookstore, focus on local and independent stores. Chain bookstores often don’t work with indie authors because of buyback restrictions and they may not take consignments either.
Local stores are more flexible and offer better royalty splits on books sold during a signing or on consignment books. A 60/40 split is common with many indie bookstores when books are excepted on consignment.
If you wat to branch out from bookstores, pitch libraries, restaurants/cafes, or a business related to the book’s theme. When working with a for-profit organization or an event center, you will likely need to rent the space or give a percentage of sales to the venue or owner.
Be sure to book your signing 1-2 months in advance. Venues or organizations who hold regular events need plenty of time to fit you into the schedule. It’s also important to give yourself enough time to make sure you will have books available.
You don’t have to wait for someone to ask you to speak to their group or organization. Prepare a presentation and pitch yourself to groups.
Author talks or informational presentations are great options when you don’t have a new release or something to celebrate but still want to stay active in the community. Pitch yourself to bookstores, libraries, charity events, schools, Comic Cons, writing conferences, or festivals.
Have a topic ready to pitch. Write out a 100-word synopsis of the content and have a sample ready for consideration. Don’t just talk about your book. Focus on the issues your book deals with or pick a writing or book related topic you feel comfortable speaking on.
Charge a speaking fee or ask to sell books in lieu of payment.
People do not buy goods and services. The buy relations, stories, and magic.
While marketing can be intimidating and time consuming, the more you focus on building relationships with readers, the more success and satisfaction you’ll experience.
A solid long-term marketing plan is a big factor in determining success.
Daily Marketing Tasks
Social media posts should be going out daily, but that doesn’t mean you have to do it daily. Schedule a full week in advance to free up time by using services like Buffer, Hootsuite, TweetDeck, or Sprout Social. Which will work best will depend on which social media platforms you plant o use, how far in advance you want to schedule, and your budget.
Once you have your posts going out, make sure to engage! Respond to comments and messages, like and thank shares, and follow/friend as you see fit. Join conversations about books and publishing as well.
If you’re going to blog, always be on the look out for content ideas and plan your schedule. Even if you aren’t going to blog weekly, you should always be gathering topics and ideas.
Starting pinning on Pinterest and engaging with followers by liking/pinning their pins. Posting around 5 pins per day has been shown to help grow traffic on Pinterest.
Keep a running list of links, stories, pictures, etc. that you can share as content on social media. Also curate a list of posts that get good engagement and reshare them every so often.
Answer all messages and emails you receive, even if it’s just a quick thank you.
Review analytics of posts and ads daily so you know what’s working and what’s not.
Research new information and opportunities. Never stop learning because the marketing world never stops changing!
Weekly Marketing Tasks
If you are going to blog, blogging is a good way to keep fresh content rolling in and keeping your website relevant in search results.
Small focused promotions also work well on a weekly basis. These may include small giveaways ($5 gift card, ebook, bookmark, etc.), contests with small prizes, newsletters, questions posed to readers on social media, etc.
To break up your promotion submissions, send a few each week. Rotate through your books if you have more than one. Keep in mind any upcoming promotions you have as you submit and plan accordingly.
Review ad performance over the past week and make changes or turn off ads that aren’t performing well.
Cross promote with another author through newsletter or social media post swaps.
Send out relevant email blasts if you have news that wasn’t included in your last newsletter and can’t wait until the next schedule newsletter. Don’t overuse this!
Pick a day to sit down and schedule daily posts for the next week.
Monthly Marketing Tasks
Plan a medium-sized focused promotion, such as a giveaway with a slightly bigger prize ($10-$20 gift card, paperback book, etc.), offer a book for sale or make a special offer with purchase, or hold a contest.
Send out your regular monthly newsletter (if that is the schedule you choose), and include all relevant updates from the previous month and news about what is coming up in the next month.
Seek out reviews from fans, bloggers, services, etc. Set a realistic goal for how amny reviews you want to get each month through direct interaction.
Focus on one book or series each month. Plan your social media posts, review offers, free books, Pinterest board activity, character interviews, etc. around the book or series you are featuring that month.
Incorporate any holidays or events into your posts and promotions. If you want to include listing sites or ads, plan these well in advance if it’s around a holiday.
Plan the next months ads and create the graphics you will need so you aren’t wasting time later trying to create or purchase them at the last minute. Review monthly analytics and make adjustments as needed.
Yearly Marketing Tasks
Schedule 2-4 big marketing pushes for the year. These may be centered around a new release, holiday, event, birthday, etc. If you can plan a few outside of times when everyone else is engaging in marketing pushes (holidays), you’re likely to get more interest.
Be as creative as possible with events, posts, and prizes. Try new tactics and evaluate whether or not they worked.
Plan your release schedule for future books and, if possible, spread them out evenly throughout the year. Be realistic, though!
Set goals for the next year for growth and plan for how to reach those goals.
Launching a new book typically takes extra marketing and a specific plan in order to make it a success. In this post we’ll discuss what extra tactics you can take to launch in each of the three phases of planning a book launch: pre-release, release-day, and post-launch marketing.
Pre-Release Marketing Planning
Start as early as possible with your pre-release marketing! Plan out what promotional materials (physical or digital) you plan to use and have them prepared as early as you can so you can start sharing them.
Gather reviews for release day by recruiting book bloggers, beta readers, or review services. Remember that you should NEVER pay for reviews. Keep track of everyone who agrees to provide an honest review and follow up with them on release day. Ask them to send you a link to their review so you can share it. Thank reviewers who follow through and keep a list of those who don’t so you can decide who to send review copies to for your next releases.
Another pre-release marketing option is to make a book trailer. This can be posted on YouTube for long-term availability and shared on social media in marketing posts. Video consistently get more interaction on social media than pictures and text.
Setting up your book as a pre-order is another marketing option. This requires you to have your book files and cover ready further in advance, but it gives you a link to use in your marketing as well. It allows readers to buy your book when they are interested instead of hoping they will remember to purchase it after it releases.
Blog tours are not as popular as they once were, but they can still be useful for boosting visibility. They are not typically helpful for revenue producing, so evaluate where your budget can be best spent before paying for a blog tour.
If you plan to host any in-person events, set these up several months in advance and make sure your book files will be ready early enough to be able to order copies of your book in time for the events.
Release-Day Marketing Plan
Release day (week/month) sales within the first 30 days are important for rankings retailer sites. This is a prime time to focus on ads, promos, and social media marketing. Watch ads closely to see which are working best and turn off or adjust those that aren’t in order to keep your marketing as effective and efficient as possible.
Send out an email newsletter blast to your subscribers on release day, and then a few days to a week later as a reminder or only to those who didn’t open the first email. It’s a good idea to also ask readers to post an honest review when they finish reading as a way to help you reach more readers who might like your book. It often helps to mention that a review doesn’t need to be more a few sentences so readers don’t feel intimidated.
Host a release party (virtual or in-person) to celebrate the release. Digital options include Facebook parties, livestreaming a reading or Q&A session, Twitter chats, live YouTube video, or utilizing TikTok or Instagram. In-person options include a book signing, author reading, or party with friends and readers.
You can also schedule (or have a PR company set up) blog features, radio or podcast interviews, or media appearances. Traditional media is less effective for launch marketing than avenues such as podcast interviews and live social media appearances.
You can also off incentives for readers to buy your book, such as giving them a free gift like a bonus short story or signed bookplate or digital authorgraph. Be sure you check Terms of Service on retailers regarding incentives, especially in relations to asking for reviews. Amazon is very strict about this.
It’s also important to update all of your social media and website with links and graphics, including cover art if that hasn’t been updated already. Update your social media bios with a link to your book. You may only do this temporarily if your regular link is to your author website or something specific you are promoting.
Post-Release/Launch Marketing Plan
The goal of post-launch marketing is to continue the momentum you’ve built in the previous two phases. This takes consistent marketing for several months that is focused on your new release, but not as robust as during the launch period.
In the months after a release, make use of free social media group posts and paid ads as your time and budget allow. Schedule newsletter spots with companies that permit new releases. Once a month, remind your newsletter that you new release is now available to catch anyone who hasn’t opened your newsletter recently but might be interested in your new book.
Share positive reviews, blog posts, and pertinent links you cultivated during the previous two phases. Continue to seek out reviewers and build your reviews up on retailer sites. Utilize your street team members to share and post about your new release, what they liked about it, or to recommend it to likeminded readers.
The key of post-release marketing is to keep the book fresh in readers’ minds by incorporating it into what you’re already doing with your others books. If this is your first book, blend in updates on your next project while still promoting your book to keep readers excited for more!
Social media advertising is not the only option available to authors to market their books. Here are a few other avenues to consider.
Listing sites offer spots in their newsletter for authors to advertise new releases, special pricing, or free books. Newsletter ads provide short term results and benefits, with a period of additional sales at a higher price or sell-through on other books in a series. This period after the initial promotion is where most of the revenue is made. These types of ads range from inexpensive to very expensive depending on the size of the service’s list. Big lists like BookBub can be very effective and produce a longer period of additional sales.
Banner Ads are advertisements put in a prominent stop (usually the top of the page or sidebar) on a website. It’s important to check a site’s monthly or daily traffic before purchasing an ad. It’s almost important to make sure the price is promportional to the amount of traffic. These types of ads are moderately expensive, but also generally effective. The results are largely short term.
Reviews effect buyer confidence, so it is important to seek out reviews for your books. Amazon Terms of Service prohibit paying for reviews or exchanging products in return for reviews, with the exception of providing a free book in exchange for an honest review.
Paying to have your book included in a review service listing is a viable way to increase your reviews and does not violate Amazon’s TOS. These services can be rather expensive, depending on the service. Service with large reader bases will cost more than smaller services. These types of services can be very effective at increasing reviews and provide long term results.
Paid advertising doesn’t have to be expensive. Many authors start with very small budgets and increase as they become more adept at using their marketing dollars.
First, let’s learn some of the lingo and basic concepts…
Social Media Advertising can be done on a small or large budget. It is effective for reaching a targeted audience. There is a learning curve (steeper on some platforms than others), but there are a lot of resources available to help authors learn how to maximize the budget and effectiveness.
Influencer Marketing involves an industry expert or celebrity recommending your book or other product to their followers in exchang for a fee.
Banner Ads are the clickable graphics at the top of many websites. They are one of the most effective ways to advertise because they often grab the visitors attention right away. These can be more expensive than other types of ads, but they tend to be worth the money on bigger book-related sites.
Affiliate marketing involves becoming an affiliate with a retailer or organization and hosting referral links on your website or in social media posts. You get paid per click, but you do have to tell visitors/followers that it is an affiliate link.
Ad Retargeting is basically a reminder for customers to check out a product. even after they leave your page or a page you’re advertising on. It is most effective for high traffic websites, but work well with banner ads as well.
A Call-to-Action (CTA) tells customers what you want them to do (buy, sign up, join, etc.). It’s important to have a strong CTA in ads so the customer isn’t left wondering what the next step is.
Return On Investment (ROI) is the ratio of net profit and cost of investment. You want to evaluate ads you run while they are running and after they are completed to see if they were worth the investment. An ROI of 1-2% on Facebook is considered good.
Cost-Per Click (CPC)/Pay-Per-Click (PPC) breaks down you ad spend to see what each interaction is costing you. Ads are usually about twice as effective at getting clicks as organic posts. An average CPC/PPC is $0.25-0.30 average on Facebook in U.S.
Click-Through-Rate (CTR) is the percentage of customers who click through to the next step. Having a clear CTA improves CTR. A CTR of 2-5% on Facebook is considered good.
Now lets look at what advertising option work well for authors
Amazon: Ads on Amazon are set up through your KDP dashboard. You can target similar books or authors. Amazon ads are very effective for most authors, but there is a steep a learning curve. Sign up for an Amazon Ads class to learn how to best utilize this platform.
Facebook: Paid ads have a wider range than boosted ads, which mainly targets followers. In order to serve paid ads, you need to set up your Business Center account with Facebook and be approved.
Pinterest: Advertising on Pinterest allows you to promote pins, create campaigns, and aadvertise stories. Pinterest is effective for advertising because pinners are ready to buy and its user base in constantly growing.
Instagram: Instragram ads can be setup up directly on the app or through a connected Facebook Business Center. You can promote images, videos, stories, and collections. Instagram has high interaction, which makes it an effective advertising option. It can be pricier than other platforms for high engagement industries.
Twitter: The type of ad that tends to work best for authors are objective-based campaigns. These enable you to promote tweets, accounts, trends, or moments. Some readers have very good results advertising on Twitter and others don’t. Consider the strenth of your platform on Twitter before advertising.
Goodreads: This is a reader/book lover focused platform. It can be an effective advertising option, but mainly for those who have cultivated a strong presense there. There are two advertising options on Goodreads: Giveaways of Kindle or print books, which cost $119, and digital ads, which must be set up through a rep. There is no self-serve option. Advertising on Goodreads tends to be quite pricey and less effective than other platforms.
Maintaining a consistent schedule of promotions helps authors remain in the forefront of readers’ mind.
Before you start scheduling promotions, make sure you make quality promotional graphics ready!
Preparing Promotional Materials
Give readers something to remember you and you book both in-person and online. This starts with high quality graphics and professional design. This doesn’t mean you have to spend a lot of money. Using graphic editing software like Canva or Book Brush allows anyone to create eye-catching graphics for print or online use for a reasonable monthly fee. There are also design services that are very affordable (many are authors running side businesses).
Physical materials you may need for in-person events and sending or selling to readers may include: paper bookmarks, business cards, post cards, book plates to sign and mail, banners and posters, and flyers.
Virtual materials for social media promotion and digital advertising may include: teasers, quotes, digital autographs, posts to save/share, videos, book trailers, social media banners, 3D cover art, or logos.
Unique promotional materials can make you stand out. Consider options such as book-themed jewelry, ribbon bookmarks, book plates, mugs, t-shirts, pens, etc.
Personal materials you want to have prepared include: live reading selections, Q&As, chat sessions, etc.
Setting up Cross Promotions
Cross promotions are all about help other authors while expanding your readership. Here area few ideas to consider getting involved with:
Newsletter Swaps: You agree to feature another author’s book in your email newsletter and they share yours in their newsletter. The author with the smaller newsletter gets the most benefit, but both authors are exposed to new readers. This works best with the features books are in similar genres.
Combined marketing pushes: These are especially common and effective around themes or holidays. All authors promote a group of books, usually with a single landing page. This can work for free or paid books.
Guest post/Interview trades: Share guest posts, promos, or interviews on each others blogs/websites. This increases your general exposure and opens you up to new readers as well.
Multi-author events: Join other authors in celebrating a theme, holiday, or just to have fun. Consider hosting Facebook parties, Twitter chats, a group sale, an author panel Q&A.
Box Sets: In a box set, each author contributes a book and all the books are sold as one unit in an ebook format. All authors MUST agree to promote and share any advertising costs. Be sure to vet the other authors involved before signing a contract.
Free Marketing Avenues
Next week I’ll discuss paid marketing options, but don’t forget about the many free avenues available for marketing a book. Free marketing opportunities are often time consuming, but can be very effective. Here are a few ideas to consider:
Facebook: Join some of the many marketing groups and share links to your books. Post to your author page on a regular basis. Make sure to keep promotional posts to 25%. Run a giveaway on your author page for an ebook or signed paperback. Host a Facebook party to celebrate a new release, book anniversary, your birthday, etc.
Twitter: Use the Pinned Tweet feature to highlight a buy link or promotion. Tweet daily with interesting content and occasional promotions. Follow readers and authors and start book-related conversations.
eBook Submission Sites: There are a wide variety of submission sites, many genre specific. While many do charge a fee, there are some that are free to submit to. It can be time consuming to submit individually, but can gain you new readers and sales.
Cross-promote: Team up with other authors to share each others posts, tweets, pins, or links. Some author groups do this regularly, such as ChickLitChatHQ on Fridays.
Free ebook offer: Offer readers a free ebook, novella, excerpt, etc. on a permanent or temporary basis. Many authors use a free product as a reader magnet to increase newsletter subscriptions.
Video and Audio: Make use of YouTube for Vlogging, book trailers, author readings, or a weekly check-in or chat. Start a radio show or podcast to talk about books, writing, or whatever you’re interested in.
The more creative your marketing efforts are, the more memorable they will be. Try to match marketing to the theme or a unique feature of your book(s).
A great example of this was the launch of “The Girl on the Train.” On release day, the publisher deployed dozens or more employees onto subway trains with copies of the book. They rode around on trains for several hours reading copies of the book and engaging in conversations about it.
Other examples include “The Liar Society” authors and promoters wearing pink wigs to match the hair of the main character, a photography-themed book author ran a camera giveaway and Pinterest contest, an author/musician offered a free digital music album with purchase of his book.
Marketing plans can be general or detailed, but you NEED a plan in order to effectively market your book.
Marketing Plan Basics
Word of Mouth is still the best way to sell any product. It requires high quality product.
A website is single source for all buy links and information.
Social Media provides the opportunity to post regularly and build a community of interested readers. It also provides an avenue of free advertising, such as in Facebook groups, posting on author pages, and setting up Pinterest boards.
It is also important to utilize newsletter swaps, blogging, and adding your books to book sites like My Book Cave and Goodreads.
Paid advertising is an integral part of marketing. Popular options for authors include social media ads on Facebook and Pinterest, Amazon ads, newsletters spots, print ads, sponsorships, and takeovers/parties.
Marketing Plan Components
The first components to consider are your available Time, Money and Effort. How much of each one can you contribute toward marketing each day? Be realistic about this or your plan will end up falling apart.
Next, determine your Audience, Avenues, Goals and Competition. Knowing who to market to and how to reach them are key to being effective. Have realistic goals and know what is already working for others through marketing research, following other authors, and developing unique tactics.
Big Picture Planning
Look at both paid and free advertising options. Plan out daily, weekly, and monthly tasks that fit into your schedule.
Submit your book deals to newsletters for features well in advance of any planned promotional pushes. Paid spots will get better visibility, but free spots can be useful as well.
Be consistent with interaction on social media. Share updates, sales, promos, questions, giveaways, and limited personal details such as hobbies or books you are reading. Start a Street Team, a reader group who shares your posts, reviews, and builds a community.
Before we delve into how to use social media effectively as an author, here are a few reminders about the purpose of social media to guide your planning.
The purpose of using social media is NOT JUST TO SELL BOOKS. The purpose is to interact and cultivate fans and a community of readers.
To do this, it’s important to share useful information, use humor to make people laugh, inspire people, share the LOVE for other authors so it’s not about you all the time, share the status or progress of projects to keep readers informed, build reader interest in your project with teasers, quotes, and sneak peeks, reward loyal fans with first looks, giveaways and prizes, share your writing-related (or personal) news and events, and show your personality and share your interests with your readers.
What to Post of Social Media
Follow the 25% rule: Promotional, Informational, Personality, and Giving Back. Only 1 out of every 4 posts should be promotional.
Facebook: Posts that work well on Facebook include behind the scenes photos, quotes, fill-in-the-blank questions, true or false questions, open ended questions, blog posts about writing craft or in-progress projects, newsletters, announcements, teasers, sneak peeks of works-in-progress or new releases, live videos, excerpts, humorous memes, book/publishing-related articles, and personal interactions.
Twitter: The types of tweets the work well on Twitter include blog posts, interesting industry-related articles, quotes from famous authors, industry news of interest to other authors and readers, newsletters, announcements, Vine/YouTube videos, event updates, questions you would like readers to answer, Twitter chats, and impromptu thoughts to share with readers.
Pinterest: Pins that work well on Pinterest include product/book photos, writing guides, links to your ebooks, videos such as book trailers or author talks, infographics, quotes or tips from you or famous authors, blog posts, curated content geared toward writing or publishing, “life hacks,” instructional articles or videos, and arts and crafts.
Instagram: Because Instagram is very customer-centric it’s important to add value to images by providing specific price details when applicable. You can also share customer created pics, pics of YOU in day to day life, pictures of your non-writing interests, contests announcements, and product-centric pics. Focus on IN THE MOMENT pictures to share.
YouTube: This is a great platform to share book trailers, author readings or talks, updates or projects, and live Q&As with readers.
When to Post on Social Media
Here are some general suggestions based on research. Your personal schedule should be modified to accommodate individual account analytics and your personal time and energy available.
Facebook: 1-2 times/day, 3 times/week. Check your “Insights” to see when your fans are online most often to select posting times. It’s also important to review what types of posts fans are interacting with most as well.
Twitter: 3-30 times per day, spread throughout the day. You’ll typically see more engagement on weekends. Follow industry leaders and interact often.
Instagram: 1-2 times/day, 3 times/week. Check your insights for best posting times and pay attention to what types of post garner the most engagement.
Pinterest: 3-10 times/day. You’ll typically see more engagement on weekend mornings.
Blog: 2 times/week. Focus on producing HIGH quality content. Early mornings are typically the best times to post, especially early in the week.
YouTube: 1 time/week works well for most channels. Create a specific schedule and stick to it. Frequency varies depend on topic/brand. Research other authors and publishers working in your genres and see what they are doing.
Scheduling your posts can be a huge time saver and help you stay on a consistent posting schedule. Most social media platforms allow scheduling through their own app or a third-party app. Some third party apps allow scheduling for multiple platforms/accounts.
Hootsuite:Works with most social media platforms. You can try it our with a free account, which will have limited options. The unlimited paid account unlocks all options, but is one of the more expensive services.
Buffer: With their free account, you can use up to 3 accounts and schedule a limited number of posts. Their paid plans allows for more accounts and unlimited scheduling.
TweetDeck: This is only for Twitter, as Twitter doesn’t allow scheduling from it’s app. This app allows you to easily manage multiple Twitter accounts and lets you set up different groups and trends to follow on the dashboard.
Tailwind: There is only a paid account option, but it allows for scheduling posts on Pinterest and Instagram. It will also suggests best posting time and gives # suggestions for each post.
Facebook Business Suite: This dashboard connects your Facebook and Instagram-linked account for scheduling, messaging, and analytics. You can only connect one Instagram account to a Facebook page.
Use Analytics to Update Your Marketing Plan
Most social media platforms offer at least basics analytics. These give you information on likes, comments, shares, visitors, referring sites, time online, top fans, popularity of content, fan location, and more.
Review your analytics regularly and update your posting times and content type accordingly to what fans/followers are liking and interacting with most. Track the effectiveness of changes or new tactics and continue to adjust over time.
With so many options, it’s easy to get overwhelmed. Get involved, but don’t over do it.
The Point of Social Media Marketing
It’s not just about selling, it’s about building a community of loyal readers. Social media can connect you with readers all over the world. Building a community of like-minded readers will keep them engaged and interested for longer.
Social media allows you to go to where buyers already “live” instead of trying to make them all come to you. Find out which platforms your “ideal” readers use regularly and start interacting. Don’t spend precious time on platforms that aren’t a good fit for the type of community you’re trying to build.
Social media provides opportunities for interaction and relationship development. It’s more than just serving ads to users. Take the time to interact, comment, answer questions, share engaging content, and invest in the long term.
It also allows you to show personality and express yourself to readers. In the digital age, readers want to hear from authors. They want to learn about their lives and writing and find the intersections. It adds more layers to their reading experience and provides community.
Choosing Social Media
How do you decide which social media platforms to use? Define your ideal reader and examine which platforms they are most likely to be using. It’s also important to consider your own skill and preferences as well. If you dislike using a platform, you’re unlikely to interact on it consistently.
Facebook Pages (NOT profiles): Facebook is the most used platform. It provides opportunities for building long term communities and relationships. It is easy to start and carry on conversations as well. The Facebook audience is mainly adults in the 18-49 age group, with slightly more female users.
Twitter: Ongoing conversation is an important aspect of Twitter. It’s interface is geared toward “in the moment” types of conversations. It’s also a good platform for news and updates. Twitter is popular with both men and women in the 18-49 age group, and nearly half of users are on the platform at least once per day.
Instagram: Instagram is mainly a visual platform geared toward creatives. It offers author/creator/business accounts which give different statistics and options to users. Because it is owned by Facebook, it’s easy to link accounts and simplify posting and messaging. Instagram has an easy conversation style. It’s main user groups skew toward a younger audience, with 18-29 year olds being the largest age group.
YouTube: This is also a visually-driven platform. It provides opportunity to express style and personality. In general, video gets the most interaction on social media. Authors can make use of this platform with book trailers, readings, Q&As, etc. YouTube is popular with pretty much everyone.
Pinterest: Another visual platform, it is also informational and filled with users ready to make purchases. Pins are shareable between users and the board format easy to use. Users can easily follow specific interests and save pins to their own boards. The platform is very buyer-centered and has high conversion rates. The user profile is mainly female and popular in the 18-64 age group.
Setting Up Author Profiles
Author profiles on book-related sites are similar to social media, but require less ongoing interaction. They do allow you to connect with more readers and may open up promotional opportunities as well.
Amazon Author Central: This not only allows you to set up your public profile on Amazon, it also gives you access to sales reports and the ability to manage your books. Create your account, claim all of your books and update or fix any necessary information, track sales of paperbacks, fill out your profile details, connect social media accounts, look into the ability to utilize paid ads. You can also get followers on your Amazon profile.
Goodreads: Creating or claiming your author account allows you to manage your public profile and start collecting friends and followers. Be sure to add your books to your profile, connect a blog (if you have one) and connect your social media accounts so interested readers can easily follow you. You will also have the ability to host giveaways, though they are a bit pricey at $119.
BookBub: Create or claim your author account and start collecting followers. BookBub offers paid ads and features, as well as newsletter spots. Newsletter spots are very effective, but also more expensive than many other newsletter promotions.
My Book Cave: Create an account and set up your author profile. Add all of your books as reader magnets in order to see stats and give each book a content rating. MBC offers features and promotional opportunities and listing-building magnet promotions. Magnets are a good way to build your email list and collaborate with other authors.
LinkedIn: Create your account and set up a professional profile. Be sure to list your work and education experience, then list all of your books as publications. You can also list any writing or literary awards you have received. This is a great place to make professional contacts in writing and publishing. You can also publish blog-style articles directly on LinkedIn.
Another reason to set up these profiles is that Amazon, Goodreads, BookBub, and MBC will often send out new release alerts to your readers/followers for free!
Setting Up Accounts and Profiles
Fully set up all accounts with an author pic, bio, social media links, books links, contact info, and “verify” where available. Use the same profile picture on all accounts for consistency and recognizability.
Customize where possible to stand out from others. This is different on each platform, but make sure to add custom cover photos, customize background images, choose unique colors when possible, and get rid of any tabs or features that don’t apply to you and your writing. On Facebook you can customize tabs, choose what your call to action asks and leads to (buy now, sign up, contact, etc.), and you can add one landing page to your profile (book link or website).
Update images often. Always use professional looking graphics, and only use images you own the copyright to. If you update a profile photo, be sure to update it on all platforms.
Pin posts/tweets to top of the page and update them often. This is a great place to highlight announcements, new releases, questions you want readers to answer, or giveaways you’re hosting.
Next week we’ll talk about how to make use of your social media accounts!
Direct advertising to an interested audiences is one of the most effective marketing tactics, so DON’T skip setting up an email list!
Starting a Mail List
When choose a mailing list provider, consider what features you need most. Many authors find features such as automation, website integration, social media sharing, and easy to use templates essential features.
Popular providers include MailChimp, MailerLite, ConstantContact, ConvertKit, Aweber. Prices typically vary depending on the number of subscribers, though most start out with a free account that has a small subscriber limit so you can test the service and its features.
Be sure to create a public email account, through your website preferably, that you can use as your contact email. This prevents email newsletters from being marked as spam and looks more professional than using a personal email.
Legally, you MUST provide an address at the bottom of emails you sent out through a list service. Use a PO Box if possible to protect your privacy.
Sending out emails
There are two main types of emails authors typically send out, a weekly/monthly/quarterly newsletter and email blasts for special deals or new releases.
Newsletters should be sent regularly regardless of special deals or sales. If you don’t have any book news, share updates on your writing progress, personal life (don’t get too personal!), hobbies you enjoy, or interesting research you’ve done.
The frequency of newsletters varies by author. Some send them out weekly, monthly, or quarterly. It largely depends on what content they have to offer and how much time they have available for putting together and sending out a newsletter. Whatever schedule you choose, stay consistent so readers know what to expect and don’t forget about you.
Blasts are sent out in between regular newsletters to announce new releases, sales, promotions, special deals, contests, giveaways, and other exciting information that can’t wait until the next newsletter. These can be great attention getters, but should NOT be over used. Too many emails lead to unsubscribes.
Email List Tips
Use high quality graphics to catch the reader’s eye. Include your author logo (if you have one) at the top of the email so readers immediately recognize who the email is from. Make sure images are a manageable size so they load properly. Email service will usually advise you to compress an image if it’s too big.
Keep text short and sweet. Don’t use big blocks of text. Stick to one-liners and brief explanations whenever possible. The goal is to catch the reader’s attention and get them to click on something.
Share more than just book news. Engage with your readers on a personal level. This doesn’t mean airing all your dirty laundry. Stick to interesting anecdotes or facts about you or your writing and let readers know you’re still working away, but you also have a life outside of writing.
Start building a list as early as possible. Don’t wait until you’re ready to launch a book. Get readers interested in your writing as soon as possible, so when that book is ready you have a base of interested readers ready to buy.
Write strong headlines to encourage opens. Be concise with your wording and tell readers exactly what you’re offering (new book, free book, updates, giveaway, etc.). Avoid using excessive punctuation, as this can get your email marked as spam.