A book launch marketing campaign is never exhaustive--it may be limited by budget, time, ad availability, or other factors--but it is full of chances to reach more readers. There are always new opportunities that arise over the course of a campaign, and there’s so much that authors can coordinate on their own to complement their team’s marketing efforts and advertising spend.

If you are an author, here are some ideas for things that you can prepare for early to support your book launch marketing:

• Create lists of people to reach out to and organize them by how they may support you and your book. Here’s an idea of how that may look:
  • List 1: People close to you that will commit to reviewing the book on Amazon and/or sharing it on social media on the publication date. Reach out to them early to offer an advanced reader copy of the book and give them detailed instructions on when and where to review and share.
  • List 2: People in your network that you can email or text on the day of publication. Let them know that your book is now available and make sure to link them to the Amazon book page to purchase. Those early sales and clicks to the book page will have an immediate impact on your Amazon category rankings and could contribute to reaching Amazon best seller status and triggering organic Amazon promotion for your book.
  • List 3: Followers and subscribers who are part of your social community. Hopefully you’ve been cultivating a subscriber list, and now is the time to use it! Send newsletters, tweets, and other social updates at strategic times: two weeks prior to publication to encourage pre-orders, the day of publication announcing your book’s availability, and two weeks after publication thanking those who purchased and asking that they review. Here’s a template for a social media post two weeks after publication:
    • “Thanks to all who purchased, read, and shared (book title) its first week of publication! If you enjoyed reading my book, I hope you will take the time to post a brief, honest review at Amazon (Insert link here). Your review goes a long way in helping the book connect with new readers.”

• Grow your presence on Goodreads by engaging with the platform as a reader to be part of the community and increase book visibility. Rate and review other books in your genre, like or reply to positive reviews posted on your book, and make sure to claim your author profile, connect your blog, and add a video.
• If you’ve written a novel, use social media as a new medium to help bring a main character to life. Create a new account for the character on Twitter (expressly labeled as a fictional character, and don’t forget to add links back to your website or a retailer’s book page) and post some things that your character might share. It can be a creative exercise, and it also gives people outside your network a chance to discover you and your work.
• Create fresh content for your blog and social media in the months leading up to publication. When new readers and media look at your online presence, it adds to your expert status when content is fresh, and they see you engaging with your community. This can lead to new followers, interview requests, and book sales!
• Consider ways to integrate video into your marketing strategy beyond book trailers and produced videos. Virtual book clubs, Zoom round tables, and live Q&A sessions on Instagram stories are a great way to casually connect with readers and show them who you really are.
• Brainstorm advertising or outreach opportunities that are specific to you and your expertise. Is there a popular trade publication where you could place an ad in their newsletter? Does your alma mater highlight alumni achievements on their magazine or interview alumni on a podcast? Are you part of any social or professional organizations that will share your book with their members? Reach out to these places so you can attract new readers!
• Remember to always keep your team updated on your efforts, including upcoming events, interviews, or great endorsements you and the book have received. These updates can also be leveraged to generate additional interest, create organic book buzz, and spark additional ideas to reach new readers! You can also integrate these updates into other marketing and advertising initiatives to both inform your base and reach new audiences.

To find more resources for gearing up for your book’s publication, see our book launch checklist and our ongoing marketing checklist-- it’s never too late to reinvigorate the marketing of your book!