If you're already a published author, you know that marketing it the tough part--even (in some cases) tougher than writing your book. Without book marketing your book will not sell. You have to let your ideal reader know that your book is out there.
In a crowded media marketplace, it's harder to be seen and heard. Which is why you have to find ways to build your platform and your audience. Social media is an important part of book marketing, but if you're only relying on Facebook, you're short-changing your efforts. With changes in the algorithm and the shift towards buying ads and promotions, free promotions are no longer what they used to be.
And if you've been paying attention, you've probably noticed that other platforms are also offering paid promotions to those with pockets deep enough to invest. So, if you aren't in a position to spend a lot on ads and promos, what are your options?
As it turns out, there are more than you might realize. But, be prepared to be patient as you build your media brand. Quick and easy is not the approach to take when you're creating a foundation for your book. It represents you and your business. So, you've got to take your time and do it right.
There's nothing wrong with using social media, of course. But supplementing those posts with some other options will only increase your chances of being found by your ideal readers (and prospective clients).
1. Blogs - Social media did not diminish the importance of blogging. You don't have to write daily posts. Weekly or bi-weekly will work as well. As long as you're willing to keep posting on some sort of schedule so you can build a readership. Offer options for readers to sign up on a mailing list of some kind, so they get your updates.
Use your blog to re-purpose excerpts from your book and include links back to your book's sales page. Write posts based on concepts from your book and share them on social media. For instance, I use Twitterfeed to send my blog posts to Twitter. You can also re-post on LinkedIn (if you have access to the blog feature).
2. Amazon.com author pages - If your book is on Amazon don't neglect your author page. It's another opportunity to promote your website, your book signings, other books and products, your blog and social media links. You can also track book sales down to the geographic location.
In addition, you can also add book trailers and other graphics. It's a way to give readers a bit more detail about you. One thing to note, however, you'll have to update the author page for every one of Amazon's sites. As it turns out you can use the same login, but you may have to translate the pages that are in different languages.
3. Training classes - You can present classes online and in-person to share the concepts from your book. A while back I was presenting a class on job searching and I brought in copies of my "Think Like an Entrepreneur: Transforming Your Career and Taking Charge of Your Life" book to share with the participants.
Online classes are very popular. Creating and delivering classes using an online platform is another option. Or you can start off by creating a PDF for a downloadable class. Or you can create videos and post them on your YouTube channel.
4. Articles - Find blogs that cater to the audience you want to reach, and query for their guidelines. Submitting articles is a way to increase your audience without having to physically be in multiple places at once. If possible, include links to where your book can be found and a link back to your website.
5. Podcasts - On my show, Women Entrepreneurs Radio, I interview many author entrepreneurs. It's s great way to connect with a different audience. It's also a way to form lasting connections with listeners (who may also become readers for your book or clients for your services). Whether you create your own podcast, or become a guest on other shows, it's a way to promote your book just by talking about it!
Instead of following the crowd -- and getting lost in the stampede -- look for other ways to connect with your audience.
Deborah A. Bailey is a writer, coach, blogger and author of four non-fiction books, four novels and a short story collection. She's the creator and host of Women Entrepreneurs Radio™ , a weekly podcast. For more information about Deborah and her books visit her blog: http://www.BrightStreetBooks.com or her site: http://DeborahABailey.com.