Self-Publishing Companies Typically Don’t Market Books, but We Do. Here’s Why:
Here’s What the Online Book Marketing Process Looks Like
1. Understanding Your Audience –First, we figure out who your audience is and whether you have more than one audience. Many authors do Book marketing is impossible if you don’t know your audience. We research and think about their gender, age, interests, behavior and other factors etc. This information will help us decide how and where to reach and connect with your readers online, and also the type of language we’ll use to communicate with them.
If you’re self-publishing a book on nutrition for adult amateur athletes, your book marketing strategy will look different than if you’re self-publishing a book for stay-at-home moms and dads with toddlers.
2. Researching & Understanding Your Audience’s Behavior Online – Once we you know who your audience is, we think about and research where, when and how they spend their time online and what type of devices they use.
Book marketing isn’t useful unless you’re on the right platforms. Imagine doing book marketing on SnapChat (a social network targeting teenagers) when your target audience is retirees. That wouldn’t work well, would it?
When marketing a book to an audience, we find out answers to questions like these: Do they read blogs? Do they use mobile devices? Which social networks do they use the most? When are they online? What is their attention span online? Do they use tablets? There are many more questions to ask, but this gives you an idea.
3. Deciding How to Reach Your Audience –Once we know where and how your audience(s) uses the internet, then we can decide how to reach them and choose which platforms will be the focus of our book marketing strategy.
Our strategies include all sorts of online platforms, such as websites, social media, blogs ads, search engines, to name a few.
4. Content Planning – Based on your audience, your goals and your budget, we come up with a comprehensive marketing plan to market your book. The plan not only includes information about which platform to use when, and how much to spend on each, but it also includes guidelines on how we will package the information we share to fit your audience.
The information has to be useful or entertaining to them, and it has to be presented in language that they related to, with images they find useful or attractive. The content also has to be original and has to be changed multiple times to fit the different platforms we’re using to market your book. (For example, an Instagram post, a blog post, an online ad and a website should look very different, even if they’re all sharing information about the same thing.)
5. Get to work! – After comprehensive research and planning, we’re ready to start marketing! We use the plan as a guide for all of our marketing and we tweak the plan as we go, based on the results we’re seeing and based on any changes in your goals, your audience or any other factors.
6. Editing – No matter how good of a writer you are, if you’re self-publishing a book, your book should be edited, period. It’s common knowledge in the writing world that writers miss mistakes in their own work that editors won’t miss. You’ve spent so much time writing, reading and revising that your eyes will become immune to certain errors, just like your nose can become blind to the scent of perfume or cologne that you wear…so let an editor take a crack at your masterpiece. You’ll be glad that you did!
Also, make sure your editor is a professional editor. Of course any author will want to give unfinished copies to friends and family to read and provide feedback. Their feedback is valuable, but they will miss certain things that an editor wouldn’t miss. Remember, revising and correcting can be a headache once your book has already been printed or published online. Unless you already know a professional book editor, consider self-publishing companies that offer editing services along with their publishing packages.