Marketing and Promotion—Musings, Madness, and Misgivings
In anticipation of an upcoming book release in August, I’ve been thinking more about marketing and promotion. I do not want to repeat past experiences where time and money have been largely wasted in some deep abyss. Of course, I would like to get the best ROI on the time and money expended (this second category has a very modest budget). As opposed to past book marketing and promotional efforts, this time I am working with a mid-press publisher that actually is devoting resources into marketing. I don’t want to duplicate their efforts, but our combined efforts will hopefully achieve some success. I have no misconceptions that this is their sole responsibility. In fact, I think more of the effort needs to come from me. What then is the best way to proceed?
Prompted by an exchange with GD, I am going to list and comment upon a broad array of different tactics and strategies that I am aware of. Some are familiar in so far as I have gone down those roads before. Others are new attempts I plan to try as a way to increase book sales. This is the primary result I want to achieve with these marketing and promotional efforts. I understand that there are secondary goals such as networking, name recognition, media opportunities, film options (one can dream), but the primary focus remains as increasing sales.
Some of the things I list are only pertinent to a new release. I’m sure the list is incomplete. I will not shy away from giving biased opinions on some of the techniques and strategies. As an example, I am generally opposed to steeply discounting books to provoke sales; although, I see a limited role for that particular strategy when doing so as a “loss leader” to hook readers into a series. I’m sure things that have worked for others that I have not found to be helpful are worth considering. I will add that compiling this list only reinforces the morass that many of us are trying to wade through.
- Friends and family: an effective approach but the ceiling is low.
- Author email list: not a personal fan as I think it requires some effort to maintain and I think the usefulness in generating sales is limited. I do understand some authors will cross promote with each other using these lists. My personal list is small and I make no effort to build a fan base this way. I do have an author FB page (more on that later) and I think that’s my preferred venue to build and maintain a fan base.
- Press release: I’m letting my publisher handle this and I’ll blast it out on my modest social media network. Can be used to outreach to local press, radio stations, etc. but I’m not sure how effective that is.
- Speaking and presentations: Can be effective. May require some extra effort. Best if you can have a themed talk that somehow relates to your book. For example, chakras and charkra openings are an important element in my story, so speaking about this topic is a way to have a themed talk to provoke some book sales.
- Endorsements and blurbs: Great if you can get them especially from well-known authors writing in the same genre that your book is in. Does anyone have a direct line to Dan Brown (not just any person who happens to have that name, I’m talking about the author of The Da Vinci Code)? Please hook me up as this release is a suspense novel that involves secret societies. LOL!
- Contests: I think these can be helpful if you win an award and can leverage that into more sales. There are a lot of “fluff” contests out there and many readers cannot distinguish what is effectively a scam contest to prey on authors and what is a legitimate competition with qualified judges. I myself plan to apply for four such award competitions and am willing to devote some of my budget to try and obtain recognition with an award. If anyone is interested, I’ll be happy to share the specific contests and why I have selected them. My publisher may submit to other competitions. Some of the best awards require that your book be nominated. I’m not holding my breath for that.
- Goodreads: This has always struck me as a black hole of sorts. I think that authors who are active and “good citizens” of Goodreads groups can leverage that into sales. I am not in that category.
- Social Media: This is a big topic so I’m going to break it down. I’ll also cover ads on social media separately.
- Twitter: I am reasonably active here, but I don’t think it results in many or any book sales. Occasionally some opportunity comes up with a follower, for example an invitation to do an interview.
- FB: This is where I am personally active not only with posting on my own author site, but also cross promoting with my podcast FB page and other writing related sites. Impact on book sales is hard to judge. Whether or not to have a new FB page devoted solely to this new title is something I am debating. I am more in favor of author branding and not a single title and I really want the traffic and marketing efforts to be on my author page platform.
- LinkedIn: I use this sparingly to post new content such as podcasts and will make announcements about the book release, share a press release, and that sort of thing.
- YouTube: I have my own YouTube channel where I post podcast episodes, book trailers, and other content. I find it useful to use the YouTube content on my other social media platforms and I know this has been helpful in driving some sales.
- I’m not using Instagram, Bookstagram, TikTok, Pinterest, Reddit , or other social media platforms. They may be effective but I haven’t explored and feel I am not inclined to try and go down another rabbit hole.
- Influencers: If you can hook up with or somehow get picked up by someone with a big following, and have them promote your book for you, that’s probably a great strategy to use.
- Paid advertising: Again, let me break this down.
- FB have used including targeting the right demographic. Waste of money in my opinion but other authors have had success.
- AMS (Amazon Marketing Services). I’ve had more success with this than FB but not enough to set up and tweak ongoing ad campaigns.
- Twitter promotions: way over-saturated and not worth the money
- YouTube: I’ve had some limited success. The ads run through Google and are targeted. I think a well-produced book trailer can generate sales.
- Promotions run through others. Here I am talking about things like BookBub, Fussy Librarian, etc. Unless you are willing to discount, I don’t think this is effective. I have used a number of different services (never managed to be accepted by BookBub), but I won’t be spending my limited budget this way. A big number of .99 sales has some merit, but coordinating this and getting agreement from my publisher is nightmarish without monetary return.
- Print advertising. It’s expensive and difficult to track results.
- Book reviews: Here I distinguish between reader reviews, paid reviews, and other outlets.
- The more reader reviews the better up to a threshold, especially if they continue to come in a steady stream following release and especially if they are verified purchase reviews. The number, rate, and whether or not it comes from a purchaser affect the Amazon algorithm that affects your ranking. I am personally trying to get 10 people to commit to a pre-order of the book and a review in the first week of publication (I provide an ARC so they don’t have to rush to read as soon as the book comes out). There is a narrow window to generate hype following a book’s release so if you can line up some preorders and early reviews you get a jump start. [If anyone wants to be in this early group, please email me at firstname.lastname@example.org] Continuing to solicit reviews I believe is an important strategy. There are reviewers but in my experience there is a big gap in requesting a review and getting one. I do have access to information (via Where Writers Win https://writerswin.com/ through membership in their Winners Circle) that gives a listing of reviewers by genre and ranking by site traffic. I should also mention that winning a legitimate award may give an advantage to getting a review.
- Paid reviews from entities such as Kirkus are expensive but they have distribution to get eyes on your book from ancillary places like magazines, film executives, etc. Ten percent of Kirkus reviews are starred and getting that designation could open some doors. I’m hoping my publisher fronts this cost. It’s also much easier to get into libraries if you have a Kirkus review. I’m not a fan of other paid reviews but I think they can generate exposure and if they are from a credible site, they might provoke some sales.
- There are other review outlets including magazines, trade journals, newspapers, Publishers Weekly, and who knows what else. I’m relying on my publisher to make these connections.
- Launch party: Not a fan
- Launch event: If you have a low-cost venue, are budgeted to provide some food, and believe you can get sufficient people, then why not? Book stores are potentially a place to host at no cost.
- Prize giveaways: Can be done on your own or in concert with other authors. I did this with my sci-fi novel and found the ROI to be negative.
- Personal author website: I have one and will update accordingly. I’m not sure if it drives any sales. Same is true for Amazon author page.
- Bookmarks: Low cost and useful to hand out at conferences and other events.
- Publicity company: Hiring a PR firm is expensive and putting together a formal campaign is a big undertaking. I’ve done this previously but do not plan to do so again.
- Media exposure e.g. TV, radio, podcasts: Potentially useful with the cost being time. Eventual sales depend in part on what audience is viewing/listening to the show.
- Book signings, bookstores, events such as trade shows: There are potential costs involved for some of these related to entry fees, vendor space, a booth with banners, business cards, etc. On top of this there may be travel costs, meals and lodging, the aggravation of set up and take down. I think the ROI is more in the category of networking and less so in book sales. I am committed to doing some of this. There are true benefits to having a relationship with a bookstore, particularly one that goes to these trade shows. Then you can attend and have a book signing without actually being a vendor.
- Professional organization: I think there are benefits to being part of a writing organization where you interact with colleagues, support one another, attend sponsored workshops, etc. I am a member of the Mystery Writers of America and we have a terrific chapter in Florida. I think promoting one another’s work is one of the benefits of membership.
- Celebrity outreach: great if you can get exposure through a celebrity. Celebrity book club selection (think Oprah, Reese Witherspoon) would be huge.
- Bloggers: Could be effective. Fortunately, my publisher has a network of bloggers that promote the titles. I’ll probably do some outreach on my own but sifting through the wheat from the chaff seems to me to be a difficult task.
- Virtual blog tour: I’ve heard mixed things. Not currently part of my marketing plan. There are companies that will set these up for a fee.
- Book clubs: This is something I am currently investigating. How to reach out effectively? I think this has the potential to drive up sales.
- Libraries: Fortunately, my publisher has a lot of experience in getting books into libraries.
- Advanced reader copies (ARCs): Again, this is something my publisher is very proactive with. They participate with NetGalley and LibraryThing. I know of a recent release that had over 90 very favorable NetGalley reviews before it was even published. Authors can get their books into NetGalley but it’s expensive. Creating a buzz and generating hype seems to me to be an important element in driving book sales. I am fortunate that my publisher has these connections.
- Book trailer: I’ve made my own and paid to have one produced for a previous novel. I plan to pay for a professional quality trailer and use it on social media, my website, Amazon author page, YouTube channel and ads. I’m hoping there is a ROI but recognize that might not be the case.
- Podcasts: I saved this to present near the end of my list because it seems to me to be a somewhat novel approach. Here I am not talking about appearing as a guest on a podcast show to be interviewed and talk about your book. I started a podcast series, Podfobler Productions, where I narrate my own and other authors’ works. I produce YouTube videos of the shows and use them in my social media posts, FB page for the show, and ad campaigns. For profiling guest authors, I only ask that they distribute the show to their network and when I eventually produce a show about my new book, they agree to distribute that show. Here I am trying to build a fan base and also use the networking power of fellow authors. Will it help to drive sales? I don’t know but it is part of my overall marketing strategy. I just wrapped up season 1 with twenty assorted shows two of which featured co-op members (GD- episode 11 and Curtis-episode 15). Here’s the season one playlist in case anyone is interested: https://www.youtube.com/playlist?list=PLpfls08qGbIsHnbp-2-C9r5I8fK8kw24j Incidentally, in case anyone wants to have their work narrated, drop me an email (address in #10 above). I’m currently working on a production schedule for season two.
- Fingers crossed for good luck: Napoleon said something to the effect of, “I would rather have lucky generals than good generals.” I know wishes won’t wash dishes, but I do think there is an element of luck that goes into this abyss of marketing and promotion.
Edison said, “1% inspiration and 99% perspiration.” I’m working this hard and may need to get crowdfunding for deodorant considering how much sweat equity I’m devoting to this. I don’t think success comes without effort unless your stars align in some magical way.
This is a very lengthy dive into a murky territory, a swamp and quagmire full of traps that can swallow you up. I’m sure I missed some categories beyond what I have listed. Comments, insights, disagreements, and commiseration are invited and welcomed. Wish me luck as I get ready to take the plunge.