There’s a lot of strategy that goes into book marketing. Whether you have one book or many, it’s helpful to lay your foundation and put a few processes in place, so you can keep building your readership and have an impact.
Jane Friedman has a great article about marketing foundations, covering the three basics: have a website, choose which social media to use, and establish and grow relationships with people.
There’s also of course the author newsletters. Newsletters are where you can connect with readers, keep them up to date on your work, and even ask for feedback if you need it. (Though not everyone agrees.) To help build your newsletter list, you can offer bonus content. Nonfiction Authors Association has examples of what nonfiction authors can offer, but fiction authors can also offer bonus chapters, character sketches, and more.
It’s also helpful to have a blog component on your site, though there are successful authors who don’t blog. And some authors blog and direct their newsletter subscribers to their blog. If you do decide to blog, Indie Reader has blog ideas, and recommends staying on topic (relevant to your genre). It’s also good to ask yourself a few questions when coming up with content ideas, such as is this something my readers want?
If you have a newsletter list or blog, then it may be motivating to find metrics to track and see how well your marketing efforts work.You can also take a page from demand generation marketers and find ways to connect experiences, and find ways to tweak your funnel to get more readers to buy your books.
When you’re launching a book, typically you want a book launch plan. Having a plan means you’re more likely to see success, but there’s a lot of things you can do even well after your initial book launch to reach more readers and get more sales.
Yes, you can do giveaways, send out press releases, especially if your book is timely to a current event, and offer discounts at sites like Bargain Booksy, Book Sends, and more. And if you have a backlog, it may be useful to create a catalog of your books. But there’s also a lot of power in words.
You can start with your book sales copy, and write it in a way that feels conversational. And don’t be afraid to use spoilers, though Writer Unboxed recommends being specific and sharing juicy details without giving away the actual ending.
Certain words also compel people. Sumo calls them power words.
Last, you can use a number of different techniques to attract new readers and encourage people to buy your books or products. HBS Author Spotlight shared a post on finding readers, and offers tidbits such as going on podcasts, working with other authors, and having meetups (could be digital or eventually in person). Content Marketing Institute wrote about timing sending out messages when people are most receptive to trying something new, using rhymes when appropriate, and using labels.