A strong marketing strategy, combined with the excitement, urgency, and newness of a book launch will carry many authors and their marketing, social media, digital media, and publicity teams for months following publication without a lull. But once the launch strategy has been executed, how do you maintain promotional momentum and book sales? The below suggestions will provide focus to your ongoing marketing efforts.

Analysis

During and after the execution of your launch marketing strategy, you and your team should be evaluating the effectiveness of advertising and outreach initiatives. Which advertising initiatives drove the most traffic to the book page for purchase? What messaging or pitch angle resulted in the most interviews? Where and how were you able to connect with target readers for reviews? The answers to these questions will help you craft your ongoing marketing plan by providing insight on where to double down, where to pull back, and where new opportunities have been presented.

Visibility

The best ways to maintain visibility are to continue advertising, interview, and social media efforts long term.

Whether you previously ran targeted advertising or not, creating new campaigns post-publication is a productive way to reach those who haven’t yet been exposed to your book.

Targeted advertising, such as Amazon, Facebook, or Google ads, allows you to hone in on specific reader demographics, and when educated by your launch campaign analysis, can convert to sales at a rapid rate.

Giving an interview on a podcast is a great way to remind your target audience of the relevance of your book post-publication. By having a few months or years of life under your book’s belt, your enhanced podcast pitch can feature tangible metrics of your book’s success such as endorsements or reviews received, links to previous interviews, and a snapshot of reader engagement. All of that social proof makes you a more appealing interview guest for a podcast.

Consistent activity on your preferred social media platform is essential during the lifetime of your book. Continuing to curate content for blog posts, engaging with your readers on Twitter and Instagram, and personifying your book’s brand can reengage previous readers and capture new potential readers.

Reviews

One of the easiest ways to seed a large number of books for potential review is through Goodreads Giveaways. Specifically, with a Kindle e-book giveaway, you have the ability to reach up to 100 new readers through each giveaway. Avid readers on the platform tend to utilize the Giveaways page as a means of finding new books, and their interest in your book will notify their network, thus organically increasing the reach of your book.

Utilizing trade reviews and endorsements in marketing copy can help reinforce the significance of your book. If in the pre-publication stage the book didn’t secure a review from an established publishing trade publication (Publisher’s Weekly, Foreword, Kirkus, etc.), it’s never too late to gain that potential stamp of approval through a paid review submission. When revitalizing your marketing campaign, these reviews can assist in taking your credibility to the next level.

Asking your professional and personal network to provide honest reviews is an important and often overlooked marketing strategy. Now that your book has been out in the world for a significant amount of time, you should have a better idea of which of your connections has read it. People in your network want to help you! Don’t be shy when asking for their assistance and honest feedback.

Sales

An intuitive way to attract more buyers is to temporarily lower the price of your book. Everyone loves a sale, and to interested readers that see your e-book is marked down to $0.99, it’s a low-risk investment for high-quality content. Selling a large number of books through an e-book price promotion is also a great way to seed books for verified Amazon reviews and bump the book back to the top of the Amazon bestseller rankings, triggering further organic promotion.

Book events, whether online or in person, are an interactive way of engaging both loyal followers and new readers. Capitalize on the anniversary of your book’s publication with a celebratory event and be sure to have books available for purchase. Learn more about how to coordinate a virtual book event.

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For further marketing brainstorming and recommendations, refer to Greenleaf’s ongoing marketing checklist or reach out to your digital media, brand, and marketing strategists at Greenleaf. With your goals in mind, we are happy to help you in assembling your revitalized marketing campaign.