The art and science of book marketing evolve each year, and keeping up with trends can make your campaign more effective. Multiple factors are causing the changes, including the continuing evolution of the media landscape, the ascent of new media like podcasts, and trends like writing bylined articles. Traditional media continue to offer opportunities for authors to promote their books and should not be overlooked. Also, overreliance on online publicity can be limiting. Much of it involves self-promotion and doesn’t always carry the weight of coverage from others. Multi-faceted programs are always the best.
When considering media, one of the most important things to remember is that when some outlets shrink or close, others are growing. Aligning yourself with the growth properties, many online, helps you maximize opportunities. Two factors to watch are target audience and reputation. When you’re interviewed by someone audiences love and reach people interested in your book, you’re on the path to sparking sales. Reputation building isn’t as natural when you self-promote on social media. When you’re posting, it carries a different (less) weight than when someone respected talks about you.
If anything is trending in PR these days, it’s podcasting. Authors are natural ones to launch podcast series and appear as guests on others. Podcasts generally reach smaller audiences, but there are two other advantages. The first is the audience’s higher level of interest, and the second is their evergreen nature. People download and listen to podcasts “on demand,” meaning they continue to draw listeners years after first posting. Search engines hold on to items for years if they draw clicks, and if your podcast does well, it may receive long-term attention. It can help you sell books for years to come.
The Internet has also revolutionized book reviews, and user-generated online reviews far outpace those from traditional media. Likely, individual user-generated reviews don’t carry the weight of a single media review. But people today tend to look at them in the aggregate, and a group of five-star reviews can carry significant weight. They go a long way toward encouraging someone to buy a copy of your book. Publicists today recommend that authors request friends and family to leave reviews around the launch of a book to kick-start the process. As people begin to leave more reviews, you’ll sell books.
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