Strategic book marketing can involve social media, industry associations, lectures, libraries, networking, book subscriptions, and online distributors. Social media is cheap and allows for communication with fans, while industry associations can provide speaking engagements. Libraries are big buyers and can host events, while networking and book subscriptions can encourage sales. Online distributors specialize in certain genres and offer self-published books with integration with social media.
Promoting a book through social media channels and industry associations are two approaches to strategic book marketing. Other common strategies for selling books involve sourcing lectures and selling libraries. Networking activities, book subscriptions and establishing channels through major online book distributors are other ways to facilitate book marketing.
Employing social media can be a useful method of strategic book marketing for several reasons. It’s often a cheap way to get the word out about a book deal, and this may be more true for e-books. Social media can also provide fans of a particular author with a communication channel through which to share opinions and criticisms with friends and family.
Relationships with industry associations are often important in strategic book marketing for nonfiction works. For example, a nonfiction book about improving employee performance might be affiliated with a human resources industry association, and the author might use his industry connections to market the book. The author may be invited to give a presentation at an industry conference and, following the presentation, may be available to autograph hard copies. Other speaking engagements undertaken in strategic book marketing may include attending trade shows or serving as a panelist at an industry-sponsored forum.
Libraries are big buyers of books, and there are companies that cater specifically to this niche. A strategic book marketing campaign often includes advertising and other interfaces with libraries to facilitate sales, such as attending librarian conferences. Libraries may have requirements for labeling, such as registration and proper placement within the book of the International System of Standard Book Numbers (ISBN) code.
Particularly in the area of children’s fiction, libraries can also provide strategic book marketing opportunities through special events that bring book authors to libraries. Some libraries also host book reading groups. For titles that may have strong appeal in a regional area, these groups can spread the book news through word-of-mouth marketing.
Networking activities and book subscriptions are also commonly used to encourage book sales. Engagement in relationships with peers and industry associations is often accomplished in the strategic sale of nonfiction works. Book hires are often used as a way to inspire and engage fans of fictional stories.
Establishing distribution channels through online marketers is a common method of strategic book marketing for ebooks. Some online marketers specialize in certain genres, while others offer books that are self-published. Still others try to carry a huge selection of books. These sites often have tight integration with social media, allowing buyers to read book reviews and post comments.
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