Leveraging Events to Promote Your Book

Intense competition in the bookselling marketplace means successful book publicity campaigns must employ various tactics to break through and earn coverage. Seasoned publicists know that connecting newly published books and their content to current events is an excellent way to get noticed. There are also many types of events available to savvy book promoters, and they must be well-suited to the author being promoted. The trick is to reach target readers, which requires selecting events based on their audiences. When you reach potentially interested readers with news of your book, they'll buy it.

Finding events you can be a part of is another successful book marketing strategy. For example, making presentations and giving speeches at conferences and meetings works well for many nonfiction authors. If you're a novelist or other fiction writer, there are similar literary and fan events where you can present. They provide networking opportunities that can help you build relationships with colleagues and fans – and sometimes, the media are present covering the event. If your budget allows you to work with a PR firm, they may help earn you speaking platforms in person and virtual.

Classic book PR events include bookstore signings, often preceded by a short talk or presentation. They've been a mainstay of promoting books and continue to have value when well-planned and attended. When you hold an event, it's an excellent idea for authors to post images of it to social media accounts – and video clips if you give a talk and someone can record a portion of it. Creating a buzz and favorable impressions of your book relies on engaging target readers and showing them others have an interest in your work. Events and related social media posts can help you make an impression.

Last but not least, virtual events and appearances now have a permanent role in the marketing mix for most authors. They are excellent for authors with modest travel budgets or limited time to make event appearances. You can appear anyplace in the world virtually, and it significantly expands the reach of book promotion efforts. While some online events can be more informal in tone, it's wise to prepare and take them as seriously as you would an in-person appearance. Coming online well-prepared is always helpful, and you can always shorten your comments if you have more prepared than you need.

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How Authors Can Gain Social Media Followers



In the realm of marketing for authors, social media continues to receive much attention. While most veteran book promoters feel it alone won't propel a new title to success, it's a valuable addition to a broader promotional campaign. Some authors are natural extroverts who excel at public conversations and find success naturally. For others, it's less automatic and takes some doing. Coming up with exciting posts and replying strategically are two deciding factors between tremendous and mediocre results. If you've written a book or will publish one soon, keep these suggestions in mind for social media posting.

Publicists recommend that facts or information gained from your book research might be helpful. It makes good posts because they stay on the topic of your book, and information fans can associate with you. If a subject related to your book starts to trend in the news, post about it to help people notice the connection. The same goes for any news stores or TV shows/interviews about the subject of your writing. Passing these to existing and potential readers can spark greater interest in your topic. Keep in mind the tipping point in marketing that says it takes multiple things to trigger a purchase.

If you're a novelist or short-story writer, you can create interest in your characters and plots by posting clues about the setting, time period, clothes worn, etc. Put your writer's brain to use and develop attention-catching posts that will engage fans in your work more deeply. Most social media pros also agree it's nice to share your favorite books by other writers with your fans. The goal is to reveal a bit about yourself to build rapport and help people connect more to you and your work. If you know other writers in your genre, perhaps a mention of their work will prompt them to mention your book in a post.

There's always a place for spontaneous and intuitive posts that are well-timed, but developing a calendar to even out your social media activity is wise. You want to stay on people's minds and keep your accounts active without over-posting. It's also crucial to make the needed posts before and during your book's launch. A good plan will help with all of the above and professionalize your social media. You want it to reflect you and be authentic and well planned. The most successful authors are the ones who approach their work and marketing seriously. Consistency is vital to your success.

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