“If you build it, they will come.”

In the nearly three decades since Field of Dreams blessed our culture with this mysterious misquote, it has served as powerful inspiration for countless people pursuing an endless variety of dreams.

Writing a book can be a romantic notion for many  aspiring authors, but it is a process that requires time, dedication, and perseverance to get to the finished product. The thought of simply giving away your newly published book, which you poured your energy into for months—maybe even years—can seem like the most absurd idea ever.

When Google bought YouTube in 2006, the platform skyrocketed to prominence. The subsequent proliferation of video into a daily information-sharing tool is evidenced in today’s ease of capturing, viewing, and sharing videos in the social media sphere. Facebook, Instagram, Twitter, and Snapchat all offer the ability to stream live video to your followers. The serious investment made in video by these social sharing giants has cemented the importance of the medium to building brand awareness.

When it comes to content creation, consistency is key. Consistent content is what builds trust with consumers and keeps them coming back. While keeping a regular blog is a great way for any thought leader or influencer to appeal to their audience, it isn’t the only way to connect with readers.

The process of launching a book into the market and positioning it for success among the competition can seem like a daunting task for many authors. There are so many components and moving parts to think of that many authors find themselves feeling overwhelmed and not sure where to begin. While there is no one thing that will guarantee success, there is a golden ticket that will get you through the door to reaching readers and building a loyal and engaged followership: the newsletter.

The Greek philosopher Heraclitus famously wrote that “change is the only constant in life,” and his wise words remain just as true today as they did over 2,000 years ago. Of course, this is not news to us as we witness the speed at which technology and communication has changed in the last 10 years. Luckily, many of these changes make it easier than ever for authors to connect with readers, engage with communities, and share ideas.

Just like knowing the right people in business can help you reach your professional goals, having the right people support your book is invaluable to building awareness and credibility. But how do you get influencers to share your book with their followers, peers, and other potential readers? Here are a few tips for connecting with influencers to help publicize your book.

Whether you are publishing with a traditional house, an independent publisher, or self-publishing, the bulk of book marketing responsibility is on you as the author. This may include everything from building an author website to crafting new original content, and it will almost certainly include building a strong social media presence. There are many aspects of book marketing that authors can and should take on themselves.

When it comes to publicity, however, it's often a good idea to call in reinforcements.