Authors jump through countless hoops leading up to their publication day. In fact, a massive part of publicity work is typically done before a book is even available for sale. Authors are encouraged to create a website, grow their social media following, send ARCs out for early reviews, set up pre-order campaigns, and coordinate a launch event, all before their book has hit shelves. So, when publication day finally arrives, many authors breathe a sigh of relief. You can kick back, relax, and celebrate all you’ve accomplished. As you should!
Then, after all the party hats are packed away, confusion — maybe even panic —sets in. No one told you how to continue supporting your book after publication day. What can you do to keep the momentum going?
Below are eight tips for what you can do after your book launch. And, if you are working with a professional publicity or marketing agency, they may be able to take some of these tasks off your plate. Ask them how they can support you post-launch!
Keep Posting on Social Media
- Stay active! It’s important to keep up a consistent posting schedule so that your name stays on reader’s radars, especially when in-between book releases. If you’re worried about time-management, or feel as though you don’t have enough content ideas to fill out 3 posts per week, you can certainly post less frequently, as long as you stay consistent.
- Share the positive reviews you’ve received. Remember to thank the bloggers and influencers who reviewed your book and posted about it on social media. This group is the backbone of book publicity, and most of the work they do is for free!
- Host a post-pub day giveaway! Perhaps you have extra swag, bookplates, or signed copies sitting around? Time to clean up, and draw attention back to your new release.
- Keep celebrating! Your book is in its infancy, and many good things are still to come. Did you hit number one in your category on Amazon? Has your book won a literary award? Will there be a limited-time sale? Is your publisher planning to release the book in new formats, such as paperback or audiobook? Keep sharing the good news!
Advance Your Skills on Your Social Accounts Website, and Newsletter
- Branch out and learn new skills! The digital realm is complex and always evolving. Each year, there are brand new resources that authors can use to their advantage. Keep abreast of trends, and get inspired by how other authors are adapting and promoting their work online. Here are a few tools that are popular now:
- Create a content calendar. This will allow you to schedule your social media posts in advance, saving you time and effort throughout the week.
- Learn how to use Pinned Tweets on Twitter. A Pinned Tweet stays at the top of your page, so it should contain the most important information you’re trying to communicate — i.e. all the key information about your book and where/how to order a copy!
- Learn how to use LinkTree and add it to your social media profiles. LinkTree helps you keep all your links in one place. You can add purchase links for your book to reduce the number of clicks it takes for a follower to buy your book. The fewer steps involved, the more likely it is that a reader will complete their purchase!
- Create a TikTok account. TikTok hosts a vibrant community of readers — largely young adults — who are looking to connect over new books. If you are in the YA genre, this is definitely something you should explore!
- Update your website and social media headers. After publication day, be sure to update your banners with language such as “on sale now” or “available everywhere!”
- Set up an email newsletter for fans to subscribe to. You should incentivize sign-ups by giving away something for free. A sample of the book (a few chapters long) often works well.
Mobilize Your Personal Network
- Ask friends, family, and fans to share reviews on Amazon and Goodreads.
- Ask your network to request a copy of your book from their local library or indie bookstore. The higher the demand is for your book, the more likely it is that these professsionals will order copies in bulk.
Set Up Meet and Greets with Tastemakers
- Approach booksellers about stocking your book. Bring your book and a copy of your press kit with you, and ask the bookseller for just a few minutes of their time. Give them your quick elevator pitch, and let them know why their customers would be interested in your book. If the store doesn’t agree to order copies right away, that’s OK. Continue supporting their store, and show them that you are serious about a mutual partnership.
- Get in touch with libraries too! If you are stopping by in person, bring your book and a copy of your press kit. If you are not able to visit, consider mailing out postcards with information on your new release. Let the library know that you are interested in partnering with them, and helping them get more patrons through their doors.
Connect with Other Authors for Dual Promos
- Partner up with another author for a dual event or panel. Having two authors for an event essentially doubles the audience size, which can make dual events very appealing to bookstores and libraries!
- Set up a double giveaway. Offer your book along with a friend’s book for a dual giveaway on social media to increase awareness and participation!
- Set up an IG or FB Live where you two chat, or agree to an interview hosted by a third party.
- Try a newsletter feature swap! If you both have email newsletters, you can each promote the other’s book to help grow your audience and readership.
Pitch Yourself as an Expert
- Author-focused media — online, print, radio or TV opportunities that may require you to speak on your expertise — can be set up months or even years after your book’s release. Especially if you are a nonfiction author, or an expert in your field, the media will be interested in what you have to say. So, consider pitching yourself as an expert to journalists and local TV programs!
- Keep up to date with conferences and festivals, and apply to the ones that interest you. Many events are always looking for expert speakers!
Write Guest Articles
- Guest articles are beneficial for author branding and are an effective way to keep your name in front of potential readers, especially while in between book releases. For a full list of tips on writing guest articles, check out our previous article here.
Consider an Ad Campaign
- Digital marketing campaigns can start anytime and do not need to be tied to your publication date. Here are a few options you might consider:
- Run ads in reader newsletters surrounding a special price drop on your ebook. If you’re going to be running a sale, you’ll want lots of readers to know about it. These ads help to boost exposure to tens of thousands of dedicated readers and tend to be very effective at increasing sales!
- Plan seasonal ads. Are the holidays coming up? Run an ad campaign surrounding the season in order to take advantage of the festive gift giving. Or, if your book is addressing a serious topic such as Breast Cancer Awareness, consider running ads surrounding the related awareness month to boost exposure and draw attention to a good cause.
- Check out marketing opportunities with your local bookseller association. If you want to reach booksellers directly, you can purchase an ad in a newsletter that will reach hundreds of indie booksellers in your local region.
As you can see, there are plenty of strategies for building your author brand and growing your readership while you’re in between book releases. Take stock of which strategies play to your strengths and pair well with your book’s genre, and follow that path!
Links used: https://booksforward.com/tips-for-writing-great-guest-articles/
Jackie Karneth is a publicist with Books Forward is an author publicity and book marketing firm committed to promoting voices from a diverse variety of communities. From book reviews and author events, to social media and digital marketing, we help authors find success and connect with readers.
Interested in what’s possible for your book sales and building readership? Check out our services, tell us your goals, and get a customized publicity campaign tailored just for you.