Authors: Do We Really Need to Go All In With Our Book Marketing Strategy…

Book Marketing is a Gamble for Many AuthorsFed up with doing Facebook ads that at one time gave me greatreach and amazing clicks, but no buys, I decided that these kinds of ads didn’tserve me anymore. So, in March (2024), I asked for feedback from my fellowauthors on what they did that works for them in their book marketing andpromotional world. I received quite a lot of responses—especially from myFacebook groups—and decided to put together a list of their responses. To giveyou the gist, here’s the original call to action I put out on my social mediaaccounts:

“I’m searching for other ways to market andpromote my books, since Facebook ads don’t seem to be playing nice, and don’tserve my purposes anymore. So, I thought I’d ask my fellow authors what you doto get your books out there and into the hands of your readers, beyond theusual social media posts on Facebook, Twitter, and LinkedIn I see throughout myfeeds.

For example, do you pay for ads on Twitteror LinkedIn? If so, do they work for you? Have you ever hired a promotionalspecialist or company (which can get quite pricey) to do your book marketing?If so, what was the experience, and were they worth it? Or do you do your ownmarketing, scheduling your posts ahead of time? I’d really like some solidadvice, and frankly I’m tired of being approached by these so-called ‘marketingspecialists’ on all my social media accounts.

Thanks in advance for any advice orsuggestions you can share. I appreciate it!”

The response was immediate. My feeds filledup with helpful advice, and other authors waiting in the wings to know whatmagic-marketing-bullet would be best for them. Turns out this book biz is NOT aone-book-fits-all kind of marketing strategy. I knew all along that it wasn’t.I was just interested in seeing what other authors do out there, so I couldmake a conscious and rational decision on what’s best for ME. That said, belowis most of the feedback I received. Much of these ideas I’ve done, but thereare some that I haven’t, and may give them a go. In the long run, you mustdecide what’s best for YOU…

·        Startan email list and newsletter. If you have done so, continue to build it.

·        Don’tpay for subscribers—instead, engage with readers in genuine ways.

·        Getout there in person. Meet other writers, go to events and conferences,especially events that include both authors and readers. Always bring a signupsheet or QR code for your newsletter signup.

·        Shopat Indie bookstores. Be a part of the literary conversation.

·        Considerdoing Amazon ads. Apparently, Bryan Cohen offers free Amazon ad courses thatusually happen quarterly. Check out when the next course is available here: https://www.facebook.com/bestpageforward/reviews

·        Otheradvertising ventures are BookBub Feature Deals (which can get quite pricey) andBookBub ads. Apparently, most authors said to stay away from Twitter orLinkedIn ads.

·        Promotionaland review sites such as NetGalley, Fussy Librarian, Written Word Media, BargainBooksy, FreeBooksy, BookFunnel, and Hello Books just to name a few. Pricepoints vary, so do your research.

·        In-personevents such as craft shows, fairs, markets, and special events like holidays.

·        Podcastinterviews. An author friend pays $15 a month and gets two lists of tenpodcasters weekly who are looking for guests. Here’s the link: https://podcastguests.com/

·        YouTubeappearances or having your own show. Depending on your personality, helpful content,and author guests, this may be the way to go for you.

·        Guestblogging or working with book bloggers for reviews.

·        Speakingengagements based on your genre. So, if you write for children or teens,schools would be a good place to start.

·        Gettingbooks into your local library network.

·        Booksignings at your local bookstore, grocery stores, fundraisers, or anywhere elsethat’s connected with the setting, content, and genre of your books. Think outsidethe box for this. Does your book have a shelter animals slant? How about at alocal pet supply store? Cozy mystery with a baker as the main character? Checkout coffee shops or local bakery stores in your area. The possibilities areendless.

·        Garnishingpaid book reviews through Booklist, BookPage, ForeWord, Kirkus, LibraryJournal, Publisher’s Weekly, and Shelf Awareness to name a few.

·        Promotionalspecialists or companies. A word of warning on this: if these people approachyou, they’re most likely crossing a boundary or invading your virtual space.You’re the one who should be contacting them.

·        Payinga publicist. This one can get expensive, with prices ranging from $1250 to over—are you sitting down—$10,000 for a four to five-month campaign. Yikes! But,depending on the book, and if it’s worth your time and investment, then go forit!

·        Last,but not least, the tried and true method: Word of Mouth. Works. All. The. Time.   

Hmm.So many ideas, so little time to actually write those books to market. What aconundrum! With all this wealth of information listed above, I bet you’rewondering what marketing strategies I’ll be using moving forward. First, anadmission – I don’t have an email list. I’ve resisted having one for so longbecause frankly, I didn’t want to do the extra work involved with sending out anewsletter with barely anything to say. Book marketing expert Sandra Beckwith advises to start and build an email listfor the simple reason that if your pet social platform disappears or crashes, youlose everything. But not your email list. You own that sucker. Plus, it’s anexcellent way to get to know your readers and have genuine conversations withthem. Makes sense, but to be honest, I don’t feel this is the best use of mybook marketing time.

However,If you’re interested in starting an email list or building your existing list, writingcoach and speaker, Colleen M. Story has a couple ofgreat articles to whet your book marketing appetite with HERE and HERE. Check them outwhen time permits.

So what am I going todo? Nothing.At least for now. I’ve decided to take a break, take a breather, and takemyself out of the game of feeding all those book marketing ploys manipulatingauthors out of their hard-earned money. My former publisher used to say, Moneyflows to, not away, from the author. Wouldn’t that be nice if that wasthe norm? The best advice I received was from author VonnieHughes, a dear friend from New Zealand, who offered, “What about just writing because you can't help it and notwriting to be published but just writing for YOU?” In a perfect world, wouldn’t that beamazing? I may just heed her sage advice. As a life-longlearner, I strive to do better when I can, and hope what I learn, I can passalong to others. At least, that is my wish.

Does the thought of marketing or promoting your books make youcringe? Do you have an email list? Are you tired and overwhelmed with all themarketing strategies out there, that you chose to do the bare minimum ornothing? Is the continual expense of doing book promotions sucking the joy outof being a writer for you? If so, I totally understand, and would love to read your comments. Cheers andthanks for taking the time to read my blog. I appreciate you!