The COVID-19 pandemic has dramatically changed how booksellers operate and consumers shop, but for every change there’s an opportunity to reach readers in new and creative ways. Independent booksellers are seeing unprecedented community support, readers are seeking out books offering expert advice and entertainment, and authors and publishers continue to release their big ideas into the world. There’s no need to change your publication date or halt your book launch and marketing plans; you can still engage your audience, build excitement, and drive book sales with these 10 tactics that make the most of our "new normal."

During times of crisis, it can be difficult to navigate messaging for your brand. How can you promote yourself and your work when there are bigger things happening around you? (And there will always be bigger things happening around you.) Below are some ways you can continue to engage with your audience during stressful times.

Can I Get in Trouble for Running a Social Media Sweepstakes or Contest?

Running a sweepstakes or contest on social media can be a great way to promote your book or your brand: it’s fun when people can actively participate in your marketing, and everybody likes a chance to win free stuff! But before you begin, it’s important to be aware that sweepstakes and contests entail a unique and somewhat stringent set of legal requirements and restrictions. Anyone who plans to run either type of promotion should make sure that it complies with federal and state regulations, as well as the terms and conditions of the social media platforms on which it will appear.

If you’ve never used social media platforms like Twitter or Instagram before and are logging on for the first time, you may find yourself overwhelmed by the sheer amount of content available at your fingertips. You may ask yourself, how does anyone find the ideas and subjects they’re actually interested in seeing?

Book endorsements, also known as blurbs in the publishing industry, are 1–3 sentence snippets from recognized or respected third parties that sing the praises of a book. Endorsements can help bookstore buyers and readers differentiate your book from similar titles and decide if they want to bring the book into their store or take it home.

Once you’ve created a book trailer that expertly showcases your ideas and conveys to readers why they need to read your book, it’s time to make sure it gets the attention it deserves.

You wrote a book. You poured blood, sweat, and tears into those pages, and now you’re ready to share it with the world. What was once an idea is now a full-blown display of your expertise. Publishing a book is an incredible milestone that deserves a serious celebration. Book launch parties celebrate your big accomplishment while also amplifying your marketing strategy. Read on for best practices for a successful book launch party.

As the dramatic leader in online book sales, success on Amazon means success for your book. Optimizing your book’s retail page, taking advantage of the marketing, promotional, and content opportunities that Amazon offers, and generating social proof through reviews is imperative to Amazon’s algorithmic driven marketplace and connecting with book buyers.

The graphic above is a brief overview of the Amazon ecosystem and the ways that you can maximize success.