An important part of finding success as an author is marketing. Though book publishers help create positive buzz, authors must take on the primary responsibility of marketing their book.
Marketing combines elements of publicity, promotions, and public relations to generate interest from an audience and create sales. A marketing plan is a detailed plan that establishes the steps authors will take to successfully market their book. Common practices to promote the upcoming book include press releases, reviews, giveaways and contests, and sharing accompanying works.
While these practices are great and will guarantee some level of success for authors, there are other ways in which they can generate positive buzz. Essential to the marketing of a book is social media. While the publisher handles other aspects of the plan such as creating and distributing press releases, authors can take charge with their social media accounts.
Why should authors use social media?
Social media sites such as Facebook, Twitter, and Instagram are widespread platforms where millions of people interact every day. These platforms are free forms of publicity in which authors can directly engage with their audiences and promote their books. If authors create strong relationships with their readers first, they will likely already have loyal customers when their book is released.
How can they use social media?
To promote their books, authors can use social media sites to post writing advice, small excerpts from their books, and cover reveals. Creating these small promotions and linking to their author website or book page generates the elusive positive buzz authors seek.
Authors can easily engage with their audience by creating a conversation. They might ask “What is your favorite book?” or “What is the best writing advice you’ve ever received?” This allows people to respond and create a connection with their favorite author. It also shows the audience that the author isn’t just trying to make a sale—they care about what their loyal readers think and feel.
For authors and their upcoming book, creating a positive image is also critical to generate positive buzz. Authors can do this by associating with prominent organizations that are appropriate to their field.
Why should authors care about their public image?
When readers think about an author, they unconsciously associate them with what they’ve seen or heard in the media. To make sure people view them positively, authors should present themselves in favorable ways. However, their presentation should still show an authentic image of themselves and their work, especially when seeking industry connections or when presenting to an audience for the first time.
How can authors create a favorable, authentic image?
Authors can join organizations that are specific and related to the genre of their works. For instance, a romance author may join the Romance Writers of America, an organization for writers of romantic fiction, to connect with people in their writing genre. This creates an opportunity for authors to reach potential customers and befriend other authors who can provide advice and support for the rest of their career.
To promote their book directly, authors can often participate in speaking engagements at organizations’ events. At these speaking engagements, authors may become “experts” on the topic of their book and relay valuable, interesting information to audiences. This creates more positive buzz and will likely result in book sales later.
Though publishers work closely with authors to ensure their books find success, publishers are not responsible for all of the marketing. Authors must take initiative to create a plan that will benefit their upcoming book release and their career. Social media and public image are paramount parts of the process.
This is the second post in a three-part series on navigating book marketing. Read “Know Your Author Rights” now and check back on September 21 for “Literary Agents: Finding the Best Fit”.