It’s easy to believe that marketing comes at the end, when the book is already finished and polished to perfection. But if you aim to reach many readers, you should actually manage OXYwater your marketing simultaneously as you’re writing the book itself. The most common time for people to fail attracting attention to their new book, tends to be when the book is released, and the months afterwards, which is why you early on should have a plan ready for how your book will reach your readers.
As a self-publisher you do not have the same opportunities to reach out as a large publishing house, nor their marketing budget but you have advantages: determination, hard work, creative freedom and hopefully an unwavering belief in that you have written something worthwhile. You can promote your book for as long as you want and choose how much you spend on advertising.
Build your authorship
Step one is to formulate who you, the author, is and how you want to be perceived. In the traditional publishing world we talk about building a profile and in marketing, it’s about being honest, clear and think long-term. Even if you want to be noticed and famous, you may not have so many interviews or lecture sessions to choose from, you should still look for contexts where you feel comfortable and have something to contribute.
You can, if you wish and have the money for it, hire a PR consultant or communications agency. Then they do all the thought work required to get the information about your book to the right recipients. The mission usually includes to develop a timetable, keeping track of press releases, figuring out the correct graphics for your book cover, and think about reviews, both from the book and the author. A PR consultant will also produce a list of all relevant media and make strategic decisions about where to send the book for review opportunities.
If you have written a technical book, you have hopefully already identified your target audience. But for those of you who have written fiction, and not given much thought about your potential readers, it is now time to find out who they are and how to reach them. Answer the following questions:
1. Who will be interested in your book? How old are they, what are they interested in, what do they work with, what habits do they have, where do they live?
2. How do they get knowledge of books? From which magazines, newspapers, TV shows, Instagram accounts, professionals, institutions or reviewers do they get tips on books?
Your digital channels
Early on you should start building a digital platform that becomes the hub of your communication with readers, media, colleagues and industry people. When someone wants to get in touch with you, buy your book, find more information or download a press photo, your platform should be the first thing they find – and the place where you refer those who want to know more. Your “digital headquarters” can be many things: a private website, your own publishing site, a Facebook page, a blog, anInstagram account, an author site on your Amazon page or GoodReads profile, or most likely, a combination of it all.
Basically there are two options, you can own your digital authoring platform yourself or place it in an existing system (like an author page on Facebook). The advantage of building your own website is that you get full control over how it looks and is structured. The downside is that it can be more difficult to spread than, for example, a Facebook page.
That’s it for this time, if you have any tips let us know in the comments below!