Book Promotion Pillars: A Thought Starter - Part 2

In part one of this blog post, I discussed six of the twelve promotional categories or pillars I go through when launching a book. Below, I discuss the remaining six. As I said in part one, while this list is not exhaustive, I hope it jumpstarts your thinking about how you plan to spend your time and money promoting your book leading up to launch, at launch, and beyond. (Note I do not earn commission from any of the external links below.)

If you have any feedback, please leave it in the comments, and I will respond or schedule a time to chat. Happy launch planning!

• 7. Digital Advertising (Beyond Amazon)

  • Question to ask: Will you run paid digital ads to drive external traffic to your book (either to your website, Amazon listing, or somewhere else)?

    • Research the target audience for digital ads to understand what platforms your target audience is on (examples: Google, Meta, LinkedIn, TikTok, YouTube, etc.).

    • Develop ad creatives (images, copy, call-to-action) and set up digital advertising campaigns or outsource this (be sure to leverage targeting capabilities on the platform to reach your audience best--targeting such as location, gender, age, and more are available and targeting capabilities vary across platform).

    • Set up retargeting ads (to re-engage previous visitors to your site or page on the platform).

    • Monitor ad performance and routinely optimize to meet your goals (page visits, purchases, etc.).

  • Notes: Running ads across platforms can be a full-time and expensive job. If you are new to this type of marketing, outsource to an expert who can help you analyze performance and optimize targeting, creatives, and spending. Digital ads may be appropriate once you have seen some success with Amazon ads and other tactics (which could be from a prior launch). Digital ads are critical if you are trying to sell directly to consumers on your website (vs. focusing on Amazon or other 3rd party sites or brick-and-mortar stores). Try one platform at a time to test how your audience receives the ads. I recommend creating highly visual ads with a clear image of the book cover and/or spread and message (endorsement, trade review blurb, etc.). Keep it simple so someone can easily read it while scrolling on their phone.

  8. Social Media Influencers & Celebrities

  • Question to ask: Are there any influencers or celebrities you would like to review or highlight your book or you to their audience?

    • Identify influencers who align with your genre and target audience (examples: bookstagrammers, YouTube storytime readers, young moms with large followers on TikTok, or celebrities aligned to your brand or book's theme).

    • Research contact details and submission preferences and track information.

    • Prepare press kit for influencers (bio, book synopsis, etc.) and reach out with personalized pitch and book copy offer (digital or print, but it is polite and probably more likely the will feature your book if you offer a printed copy).

    • Follow the influencers' accounts and monitor posts; engage with them.

    • Follow up after a few weeks (preferably with any new information) if you do not hear anything.

  • Notes: Reach out 1-2 months before launch. Send the personalized note, preferably to their email address, instead of a DM (direct messages often go to spam). Sometimes, these are paid opportunities; sometimes, the influencer reviews for free. Influencers and celebrities get a lot of requests; therefore, make your pitch clear but memorable, and let them know you would be honored to gift them a book. This pillar requires A LOT of follow-up. Try not to get discouraged if you do not hear back from most of the people you contact.

  9. Local News Media

  • Question to ask: Would local media outlets (news stations, print publications, radio shows) be a good fit to promote you/your book?

    • Identify local media outlets relevant to your book or audience (examples: Sacramento Bee, GoodDay Sacramento, etc.).

    • Create press materials (press releases, Q&A, etc.).

    • Reach out with press materials and a pitch email tailored to the person you are emailing.

    • Track the status of all requests and follow up with points of contact after initial requests.

  • Notes: When you email them, include a couple of sentences as to why you think this book would resonate with their audience and/or how it stands out. This pillar requires A LOT of follow-up. Try not to get discouraged if you do not hear back from most of the people you contact. Don't pester, but do follow up when you have new information, such as a new endorsement or other news to share.

  10. National News Media

  • Question to ask: Are there national outlets (for news coverage, interviews, podcasts, etc.) that might be willing to feature your book based on its topic and alignment with their content strategy and target audience?

    • Research national media outlets and programs for relevance (examples: Fox News, Washington Post, Huffington Post, etc.)

    • Develop a media pitch with angles related to national interest and the outlet's audience in mind.

    • Craft a press kit (a press release, Q&A, etc.).

    • Reach out to reporters, editors, and/or producers with your pitch and track all submissions.

  • Notes: Getting a feature, review, or interview on a national outlet is much harder than a local one. Think about the topic or theme of your book, current events, and the national platform you are reaching out to align all of it in your pitch. This pillar requires A LOT of follow-up. Try not to get discouraged if you do not hear back from most of the people you contact. Don't pester, but follow up when you have new information, such as a new endorsement or other news to share.

  11. Trade Publication Advertising

  • Question to ask: Does your target audience read book trade publications and, if so, will you run ads in these publications?

    • Research trade publications for your book's genre and target audience (examples: Ingram, Baker & Taylor, Publishers Weekly, etc.) to ensure that if you spend the money, your target audience will likely see the ad.

    • Contact publications for ad specifications (size, file type, etc), pricing, and deadlines and track this information.

    • Design ad(s) (often would include book cover and maybe some spreads, book metadata, a review or endorsement, and call-to-action).

    • Submit ad materials in the proper format and size by the deadline. When the ad runs, amplify its reach by highlighting it on your social channels, website, and more.

  • Note: These are printed/digital ads in the leading book trade journals/catalogs typically read by bookstores, librarians, and book industry members. The ads can get very expensive. This tactic is best suited when you have traditional distribution and are trying to sell to bookstores or libraries. If you target end consumers, this may not be the best place to spend your money.

  12. Other Promotional Tactics

  • Question to ask: What additional promotional tactics do you have access to that would resonate with your target audience?

    • List out additional promotional tactics not mentioned above (examples: book box submissions, Goodreads Giveaways, email list campaigns, endorsements from other authors, innovative local retail opportunities, local bookstore or school postcard mailing, etc.) and prioritize.

    • Consider contacting other authors for cross-promotion or written endorsements and track requests.

    • Utilize your email list to share updates and promotions.

    • Create and promote a special launch offer (discounts, bundle deals, etc.) for pre-orders or to incentivize people to buy from your website instead of a third party.

  • Notes: Use your creativity! Think of all the places your target audience spends their time in person and online. These additional tactics vary considerably from book to book, as your target audience, past learnings, and budget should drive decisions.

Building a strong author platform—through a branded website, an email list, and an active social media presence—can significantly amplify the success of the 12 book promotion pillars. When combined, your website, email list, and social media presence work in tandem with the 12 pillars to generate momentum, creating a self-sustaining book launch "flywheel"—where each element supports and amplifies the others, helping to propel your book's success.

Did you read Part 2 first? Check out Part 1.