8 great ways to maintain your marketing momentum.
A lot of effort often goes into promoting a book when it’s first published. And whilst publishers are great at publishing, they’re not always big on marketing and rarely there for the long haul when it comes to promotion.
So, as the launch excitement begins to wane, you’ve exhausted your immediate network and all your friends and family have bought their copies; how can you keep interest alive so your book can continue to work its magic?
You’re probably going to have to roll up your sleeves, take matters into your own hands, and walk down a few dead ends. But now is the time to get creative and have some fun.
Here are 8 ways to make sure your book keeps doing its job, making an impact and helping you to boost your profile and build your business.
There’s going to be many hundreds of people out there who might be interested in your book. But they haven’t all heard of you and it’s highly unlikely they’re going to come knocking of their own accord.
So, if you want these people as customers, you’ll have to go to find them.
The first step here is to really understand your audience, build a persona and work out their professions, where they live, how old they are, what they’re interested in, what brand and products they buy, what they do for fun and the problems they have that you’re solving.
The second step is to go on a journey around all their favourite places on social media and on the internet and find them. Be a great community member, get involved, cheer people on, share content, advice, ideas, blogs and short videos based on themes in your book.
Now you’re an author, it’s time to get your name and face known by people who can help you promote your book. Reach out and make friends with other authors in your space where you can share content, do newsletter, blog and podcast swaps, promote each other’s books and support each other’s promotional efforts.
Get to know editors, writers and producers from magazines, websites, radio who are influential in your niche. Keep them up to date with what you’re doing, tell them about new content you’re putting out and offer special deals, competitions, advice pieces and interviews around subjects that will help their audience. Perhaps position yourself for a possible ‘agony’ or advice column, or an online or live surgery or Q&A.
Keep a close eye on developing news stories, both national and local, and be quick to pitch yourself as a commentator, contributor or talking head around the story.
Creating a survey about your subject and releasing the findings as a press release to editors in your niche can have several benefits. Firstly, it’s original, bang up-to-date and unique content that editors won’t get from anywhere or anyone else. It’s easy to create headlines from, talk about and communicate. It’s likely to easily resonate with the audience who will want to find out more. It has the potential to generate opinions and conversations that you can get involved in to help further your profile. It can be picked up more widely or even nationally if the conversation takes off. Also, you’ll get to learn more about your audience, readers and potential clients and it helps to position you as an expert and leading voice on your subject.
Could you work with a local business or charity to sponsor a competition or event? Perhaps an offer from you could be part of the prize package, either to their team or their customers. Or maybe you could be a speaker at an event or conference they’re running. It’s a great way to support local initiatives, get your name/logo/book onto literature, posters, leaflets, and other marketing collateral that’s going straight into the hands of your potential readers. It could make a lasting connection with other businesses that can help promote your services, or that may need them themselves (but just don’t know it yet).
Remember when CDs and DVDs first replaced vinyl records, cassettes and VHS videos? There were lots of advantages: they took up less space, they were much less prone to accidental damage, and the quality was far superior. But, despite all these consumer benefits, they were also significantly more expensive. Recognising this, publishers made the most of the increased storage capacity the new media allowed and began offering bonus footage, extra tracks, exclusive documentaries, artist interviews and ‘deluxe’ editions to incentivise people to spend those extra few pounds.
When you’ve found your audience, and you’re in front of them promoting your book, go one step further and hit them with a not-to-be-missed, limited time incentive to take the action you want them to take. What you offer will depend on the audience and what you want them to do, but doing something like this builds value, makes your offer harder to miss and gives your audience a reason to act take action now and not put it off until later.
Creating and launching an online course based on your book can help you extend your reach and provide profile on platforms where your book wouldn’t be visible. By building the price of the book into the cost of the course, you can use it to incentivise sign-ups. This positions it as a practical support resource that works alongside the coursework. As well as providing a digital edition of the book, send your course subscribers a hard copy too. It will live on well after the course has ended, you’ll increase the potential for word-of-mouth recommendations, and you can use it to build reviews that can help attract new readers away from the course.
If you’re doing a speaking event or taking part in a conference that means you’ll be rolling up in a new town, make sure the local media know about it. Local newspapers, websites and radio stations love hearing from people from outside the area, especially if it’s promoting an event happening locally. Offer interviews and articles and maybe recruit the event organisers to help you promote your presence.
Be brave and open yourself up to being quizzed by on Twitter or Redditt. No question should be out of bounds, and you should answer every question honestly and candidly. But don’t forget about your book – find ways to slip it into answers and frame it as a solution. This is a fun way to create some interesting conversation around you and your book, to make you more real to your audience, boost your influence and reach people you may not otherwise be able to.
Don’t let your book start to be forgotten as life and the daily demands of running a business begin to push it further into the background. Remind yourself why you wrote and published a book in the first place. Remember how big sales and bestseller status probably weren’t on the list, and then get creative about using the power of your book to open doors, extend your reach and boost the profile of you and your business.
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