The Ultimate Book Release Strategy Guide
by Mary Kole | Former literary agent, now a freelance editor, writing teacher, and IP/story developer for major publishers and creators.
Writing a book and either getting it traditionally published or self-publishing it are incredible achievements. But wait, how are you going to make sure that people know about your project? While many writers dream of a traditional publisher handling their marketing, the reality is that most authors need to take book release promotion into their own hands. While this might seem daunting, there are definitely book marketing strategies available to get you started. In this article, I'll cover everything you need to know about book release ideas for authors.
Before the Book Release
The first step in promoting your work is to start the marketing process before the book release. One of the best ways to do this is to create a buzz around your book. You can do this in various ways such as sharing snippets on social media and your website, creating a pre-order link, and getting early reviews. Ideally, you’ll want to start six months out, do a cover release once the asset becomes available, and start directing people to your email newsletter.
Social media is an excellent tool for building an audience, starting with your friends and family and expanding to your target readers. For instance, you can create a Facebook or Instagram page specifically for you as an author brand and interact with your fans. The back-and-forth of engaging with them is important—you don’t want to simply ask people to buy, buy, buy. Share your progress and schedule posts in advance to keep your audience engaged.
Pre-orders are another effective tactic to generate buzz and obtain recognition before the book release day. Also, they can help you rank in bestseller lists on Amazon, which would increase the chances of your book being discovered by more readers. Getting visibility on lists (upcoming releases, pre-orders, etc.) allows more readers to discover your work.
Finally, early book reviews are an essential way to help with future sales. Reach out to book bloggers or other authors in your genre and ask if they'd be interested in reading an ARC copy of your book in return for an honest review. (You may be responsible for some of the cost of mailing, unless your traditional publisher is willing to help. Self-published authors are encouraged to use digital ARCs with a service like Bookfunnel.)
After the Book Release
Now that your book is released, it's time to celebrate. But don’t let up on your marketing efforts and be sure to continue promoting your book release. You won't get the traction and sales you're anticipating if you stop your book promotion. Here are some steps to keep the momentum going:
First, schedule book talks and signings. Reach out to your local bookstore and libraries to arrange a book signing. Also, if you live in a big city, you can involve bookstores and host a bigger launch party. (Outside of special circumstances, authors are responsible for funding their events but the bookseller partner will be set up to sell copies of your book.)
Secondly, collaborate with book clubs. You can arrange virtual or in-person meetings with book clubs through social media platforms such as Facebook and Instagram. Talk about your book, answer readers' questions, and have fun! The best kind of book promotion is word of mouth from satisfied readers who’ve done a deep dive into your work.
Thirdly, advertise by offering discounts and reaching out to book review sites. You can also use social media ads, Amazon ads, Goodreads, and your website to boost sales and awareness of your book. These book release marketing strategies cost money, but can be a wise investment because the right paid ads reach readers who are ready to buy.
Book Release Best Practices
Marketing your book effectively means that you must be aware of your budget and necessary materials. Your author brand is your reputation, your personality as an author. Build a brand recognizable and consistent in all your digital marketing platforms, goodies at events, and the general public. This might mean a professional headshot or logo, and consistent usernames across the internet.
You will also need a website that would serve as your hub. This is where your fans and potential readers will visit to find out more about you and your books, including any new book release announcements.
Keep in mind that you are not alone! Reach out to other authors and connect with them. Engaging with others helps to broaden your readership and generate new ideas. Especially for debut authors, other aspiring writers are often their earliest and best boosters.
Finally, keep writing. Writing your next book keeps you in tune with your audience and gives them another book to read, love, and talk about. There should always be a new book release coming, as it often takes more than one book to start gathering a fanbase.
Book release promotion is an important part of the publishing process and requires careful planning and execution. Building a strong online presence, connecting with potential readers, and offering your audience something unique can help set your book apart and increase its chances of success. Remember to keep your budget and materials in mind while creating a buzz around your book release, and keep gradually building the career you’ve always dreamed of. It’s largely in your hands, but this can also become a very empowering idea once you get the hang of it.
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