Try to add as many of these as possible to your Book Marketing Action Plan. Keep in mind that marketing nonfiction is a marathon. You don’t have to accomplish every task immediately. But you do need to carve out time and resources to make book marketing a priority if you want to sell more books.
- Be clear about your target (niche) audience and spend time, online or in person, where they are.
- Participate in online groups (Facebook, LinkedIn, etc.).
- Start your own group on Facebook or LinkedIn.
- Add an email sign up box to your website.
- Add an email sign up box to your Facebook page. Tools like Constant Contact make this easy.
- Frequently share a link to your email sign up form via all of your social media channels.
- Develop a campaign to constantly grow your email list, such as hosting free webinars or teleseminars and requiring registration to participate.
- Leverage your email list by being strategic with your content. Share helpful information and resources. Always remember to serve your audience.
- Host your own podcast. You can distribute via Liberated Syndication.
- Be a guest on other people’s podcasts. Find shows on iTunes.
- Pitch yourself as a guest on internet radio shows like those on Blog Talk Radio.
- Be a guest on teleseminars and webinars hosted by your peers.
- Give away an information product, such as a free report, worksheets, checklists or a whitepaper. (Don’t forget to require registration to capture email addresses.)
- Include mentions throughout your book asking readers to review it on Amazon, Goodreads, etc.
- Include a bonus offer in your book that brings readers to your website, such as a downloadable list of resources.
- Sell downloadable information products that meet the needs of your target audience.
- Leverage direct mail campaigns—postcards are an affordable and effective option.
- Ask readers to tell a friend about your book.
- Partner with peers who reach your audience.
- Create a YouTube channel and share videos frequently.
- Start using Periscope and Facebook Live.
- Update your blog at least two to three times per week. Statistically, the more you update your blog, the more traffic your site will receive.
- Always include an image with each blog post and tag it with relevant key words for that page.
- Write compelling blog post titles that make people want to read more.
- Ask blog readers a question and invite them to leave a comment.
- Share blog post links across all of your social media networks.
- Engage with blog comments—respond to each.
- Once a blog post is over 30 days old, publish it on LinkedIn Pulse.
- Conduct give-aways and contests on your blog.
- Hire contractors to help you manage your website, conduct research, do graphic design projects and more via Upwork.
- Invite guest contributors to your blog and then ask them to promote the link to their own audience.
- Post compelling comments on peer and major news blogs.
- Pitch yourself as a speaker at relevant events where your audience spends time.
- Always provide a memorable handout to audiences where you speak that includes tips or information they will want to keep, plus your bio and contact information.
- Leverage connections from your past schools and employers to seek out speaking and other promotional opportunities.
- Generate book reviews on an ongoing basis by contacting Amazon reviewers and offering a review copy.
- Leverage review services such as NetGalley and Goodreads. Also download our report on 50 ways to generate book reviews.
- Send review copies of your book to bloggers in your industry.
- Pursue traditional publicity with print, radio and television.
- Ensure you have a consistent bio and website URL across your social media platforms.
- Have custom social media headers designed at Fiverr.
- Participate on Twitter and tweet at least three times per day. Monitor Twitter activity with Tweetdeck.
- Pre-schedule your tweets and social media posts with a tool such as Hootsuite.
- Schedule retweets of your past blog archives on Twitter. WordPress users can use the Revive Old Post
- Host a Twitter chat.
- Post engaging content to Facebook several times each week.
- Invest in Facebook advertising to boost posts and reach more of your audience. (It works!)
- Make sure your LinkedIn profile has a compelling title and plenty of keyword-rich content.
- Import your contacts to LinkedIn so that you can connect with your network.
- Get in the habit of adding new contacts in LinkedIn when you return from events or connect with new people.
- Ask readers and clients to write recommendations for you on LinkedIn.
- If you’re targeting a younger audience or have a visual component to what you do, start utilizing Instagram.
- Pin images from your blog to Pinterest.
- Create keyword-rich boards on Pinterest.
- Optimize your website with relevant keyword phrases to increase traffic.
- Make sure your website is mobile-friendly (the size should automatically adjust when viewing on a phone or tablet). If it isn’t, it’s time for a re-design. Google is penalizing sites that aren’t compliant.
- Conduct surveys to learn from your audience and find ways to meet their needs and challenges.
- Teach courses and workshops for your audience. Check out Teachable or Kajabi to host your online courses.
- Participate in book awards programs to gain recognition: Nonfiction Book Awards, Ben Franklin Awards.
- Host a booth at an industry event or trade show where your target audience will be.
- Give away copies of your book to media pros, influential industry people, bloggers and anyone willing to review or promote.
- Create branded photo memes or infographics that will get shared via social media.
- Always offer to take a photo with readers and encourage them to share on social media.
- Post photos of you with your readers on social media and tag them when possible.
- Host a promotion challenging readers to share a photo with your book—offer a reward for best entries.
- Hire an experienced virtual assistant to help with promotion. Sources: Authors Assistants, International Virtual Assistants Association.
- Launch and promote services related to your book, such as coaching or consulting. You can register as an expert consultant with Clarity.
- If you create slide decks, share them on Slideshare.
- Review and refresh your website periodically to make sure it accurately reflects where you are in your career.
- Sign up for media updates from HARO.
- Join Proftnet for media leads. (Note that Authority members of the Nonfiction Authors Association receive a generous discount for Profnet).
- Send press releases via PRNewswire and/or PRWeb.
- Whenever you receive media coverage, post a link and/or image to the media page on your website.
- Start a local group via Meetup. This is a great way to get known in your community.
- Join trade associations where your audience spends time.
- Write for industry publications (trade association newsletters, magazines). The Nonfiction Authors Association is accepting new contributors.
- Write guest posts for influential blogs that reach your target readers.
- Conduct a virtual book tour.
- Host a fundraiser for your favorite nonprofit.
- Give away the first two chapters of your book to new mailing list subscribers.
- Invest in Google ads.
- Register to answer questions on Quora.
- Host a free ebook giveaway to revive an older title that is no longer selling well. Offer it as a PDF for people who register on your website.
- Create landing pages for giveaways, webinars and more with Leadpages.
- Give copies of your book as give-aways or door prizes at events.
- Ask friends and family to help promote. Make it easy by providing copy they can use for email and social media.
- Leverage your Amazon Author Central account by updating the content on your book’s page and adding editorial reviews.
- When making an appearance of any kind, dress professionally, remove your ego and leave people with a good impression.
- Invest in promotional “swag” like bookmarks, coffee mugs, or unique items that relate to your book.
- Make sure you have a great book sales page on your own website. It should include the jacket copy, reviews, a cover image and a link to purchase online.
- Get big-name authors from your industry to endorse your next book (you’d be surprised by how easy this can be).
- Hire a professional publicist.
- Create buzz-worthy companion products such as apps, games, workbooks or card decks.
- Contact reporters directly and pitch story ideas that you can contribute to.
- Purchase a media list from Gebbie Press.
- Pitch yourself to give a TEDx talk (most TEDx chapters release a periodic call for speakers).
- Create alerts at Talkwalker so you can monitor when someone mentions your name, your book or your website link online—and then you can go thank them!
- Join author groups where you can learn, connect and grow (like the Nonfiction Authors Association!).
- Commit to doing a minimum of three things each day to promote your books and author career.
- Analyze your marketing campaigns and do more of what works!