Writing and publishing a book is a marathon, not a sprint! Digital advertising is a great complement to your publicity plan that can also keep the momentum going for your book long after pub day!
- But what is digital advertising and how can it help me get my book into the hands of readers?
- When is the ideal time to opt into digital advertising?
- And how will I know which paid opportunities are right for me and my book?
The Difference Between Book Publicity and Digital Advertising
Digital advertising essentially comprises different forms of paid advertisements and promotions, whether that be sales ads on Facebook and Amazon or coordinating a paid influencer campaign. Book publicity typically focuses on organic or earned (i.e. not paid) media coverage, through bloggers, social media tastemakers, reporters, or other media outlets.
Both of these strategies have a function and a purpose – digital advertising is geared toward conversions and sales while publicity is aimed at elevating your author brand through exposure, credibility, and developing a strong foundation of readership for your books to come. When applied correctly, digital advertising will complement the work done with book publicity.
For a deeper understanding of the difference between digital advertising and publicity campaigns, check out this article.
Why Use Digital Advertising?
- You can control the audience! Whether you’re scheduling an eblast to reach college-level librarians or coordinating an influencer review campaign with established fantasy reviewers on Instagram, you can pick a niche and find paid opportunities that will help you reach your ideal audience.
- Advertising campaigns are typically shorter than publicity campaigns and therefore might yield more tangible results in a shorter time.
- Digital advertising campaigns also have the potential for long-term use. Sometimes, publicity campaigns focus on the timely aspects of a book launch or holiday that aligns with the book’s message. Digital advertising is more flexible and can run at any point in your book’s lifetime.
How Do I Decide Which Digital Advertising Strategies To Use?
1. Identify your audience: This is key because you want to make sure you’re advertising to the right group of people, otherwise you might waste money and resources.
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- If you’ve written a young adult book and would like to get your story into the hands of younger readers, you might consider a social media influencer book tour.
- If your book is a nonfiction title focusing on the psychology and development of young people, then you might consider setting up an eblast to high school librarians.
2. What is your goal with digital advertising?
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- Are you interested in trying to push sales? Traditional sales ads through Facebook and Amazon might be the best fit for you.
- Would you like to work on getting your books into the hands of independent bookstores? Try a newsletter eblast with your regional independent bookseller association.
- Hoping to garner more signups for your email newsletter? Look into giveaway promotions that encourage newsletter sign-ups.
- Would you like to build up your author brand on social media? We’d recommend coordinating some paid influencer reviews to create some social media buzz online.
3. What’s your budget? It’s important to think about how much money you’d like to put into digital advertising so that your digital strategist can recommend the best fit for you with your audience and budget in mind.
There Are So Many Digital Advertising Strategies Out There!
Yes! There are tons and tons of advertising services aimed to help authors get exposure for their books. It can definitely feel overwhelming. It’s important to remember that digital marketing is a great strategy throughout the book’s entire lifetime. You don’t have to opt into everything. Try a few strategies to see what is a good fit for your budget and your book.
Still feeling overwhelmed? That’s what we’re here for! Books Forward has a dedicated and experienced digital marketing team that can craft a plan that makes the most sense for your goals and budget!
A literary omnivore and influential Bookstagrammer, Layne applies her vivid creativity for every title we promote by deftly coordinating news coverage and events for authors, writing and editing diverse content for social media, and assisting with Books Forward’s social media engagement initiatives.
As a former special education teacher, Layne firmly believes in the importance of literature and accessibility. This unique point of view is an asset in her publicity efforts as she works to reach readers across various platforms and demographics.
Layne received her Bachelors of Arts in Creative Writing and Bachelors of Science in Psychology from Virginia Polytechnic Institute and State University, and her Masters of Art in Teaching from Relay Graduate School of Education. She lives in New Orleans with her loyal, but sadly illiterate cat, Macaroni.
