In today’s bookselling marketplace, blending traditional publicity with savvy online marketing is essential for any author looking to succeed. Talk to any book marketing services expert, and they’ll emphasize the importance of both conventional media coverage and online exposure as key pathways to connect with your target audience. Relying too heavily on one approach over the other can mean missing out on a significant portion of potential readers. Therefore, it’s crucial to develop your marketing plan well in advance of your book’s release and to allocate a budget that can compete in this crowded field.
While some authors may strike it lucky and go viral, you can’t bank on that happening. In terms of online strategy, it’s wise to begin by focusing on the websites frequented by book enthusiasts. These platforms often cater to reviewers, bloggers, educators, librarians, and others who should be aware of your work. When conducting direct-to-consumer outreach online, prioritize your book and author pages on major bookselling sites. Take the time to benchmark against your competition, ensuring your information stands out and clearly articulates why your book is a better choice to meet the target reader’s needs.
In addition to social media, having a website has become imperative for every author. Fans, reviewers, and media outlets expect to find one. Your site should include your photo, a bio, and a dedicated page about your book. Whenever you receive media coverage, be sure to link back to your site; this creates credibility for both you and your book. Most authors today also maintain blogs, often posting several times a month, which can then be shared on social media. These platforms become instrumental in helping fans and the media learn more about you and generate interest in your book.
In the world of traditional PR, don’t underestimate the value of media outreach and personal appearances, like book signings. These events create valuable content for your social media posts and website, showcasing you in action and generating buzz. Since the onset of the coronavirus pandemic, there’s been a greater acceptance of virtual interviews and online book tours, offering flexibility to authors with tighter schedules or smaller budgets. Yet, despite this shift, conventional media coverage and in-person engagement remain vital strategies for promoting your work effectively.