As an author, it would be wonderful if all you had to do was come up with an idea for a book, write it, and have it be an instant success. But the reality is that modern book publishing, especially on Amazon, is a lot more complicated than many authors assume. Marketing your book is at least as important to its success as the writing itself.
You’re also not the only author attempting to ‘make it big’ on Amazon, as a new book is published on the platform every five minutes. That means you have to do more than ever to stand out from the crowd and gain popularity online.
Beyond Amazon marketing, there are many ways to increase your online audience. If you’re committed to becoming a full-time author, these strategies will help you augment your income and reach a wider audience.
Leverage Social Media Marketing
While social media platforms were once simply a place to stay in touch with friends and family, they’re now among the best ways to market almost any product. This shouldn’t come as a surprise, as the vast majority of young adults follow at least one brand on a social media platform.
Social media enables you to keep your audience updated with developments in your work, including the release of a new book. You can also keep people engaged with periodic content pieces about different aspects of your writing. This will help generate discussion and allow you to create a long-term relationship with your audience.
Create Your Own Website
Social media is a great way to start, but it can also be extremely valuable to create and operate a personal website devoted to your work. It will act as a hub for your audience to take a variety of actions, including purchasing a book, signing up for email updates, and getting connected with your social media presence.
It’s now easier than ever to build a personalized website, and there are tools available at nearly any price point (including free!). A few top-rated, free website builders that you can try are Wix, Weebly, and Strikingly.
While cheaper options can help you get started, we recommend investing in high-quality, professional solutions – like an expert web developer – as you get more serious about promoting your brand. When searching for a web designer, consider the following:
What’s your budget? There’s no set industry standard, so consider what your cap might be as you begin looking.
Who do you want to work with? There are freelancers, design agencies, and full-service agencies. If you’re looking for services beyond web design (e.g. digital marketing), a full-service agency could be the right choice. If you’re budget-conscious, a freelancer is your best bet.
What’s their experience level? Take a look at the portfolio of either the individual web developer or their agency. Do they have experience working with authors or are there other case studies that are relevant to you?
What do their clients say about them? Read testimonials, request references, and do your homework when it comes to confirming both the legitimacy and efficacy of a web designer.
Are they responsive? Before hiring, ask them questions about their process and what they would suggest in terms of web design for you specifically if hired. You can get a good sense if they’re the right fit based on how they speak about the design process and their approach.
Advertise on Amazon
The most direct way to reach out to potential customers is by advertising on the platform itself. Amazon offers two types of ads: Sponsored Product Ads and Product Display Ads. The former are pay-per-click (PPC) ads that attract visitors looking for keywords similar to yours, and the latter target users who have made relevant purchases or searches in the past.
Both varieties can be extremely valuable when utilized effectively, so there’s no one-size-fits-all approach to building a presence on Amazon. We recommend continual A/B testing to ensure that you’re getting the best possible return on investment from all your advertising channels.
Marketing a book is a difficult challenge, but it’s important to give yourself every possible chance for success. Even the best book won’t sell if it gets lost in the midst of hundreds of new books being published every day. These tips will help you rise above the competition and achieve the short- and long-term success you deserve.
Ilan Nass is an experienced performance marketer with 9 years experience helping B2B and B2C companies grow. He spent 6 years running Taktical Digital, a direct response/performance marketing agency where clients have included WeWork, Ellen Degeneres, BarkBox, Bustle, Casper, MoviePass, Rachel Zoe, Univision, Chase Manhattan and others. Skills include SEO, SEM, Content Marketing, Paid Social Ads and more.