Today we have a special edition episode for you featuring our Senior Marketing Strategist, Chelsea Richards. Chelsea will teach us how to hold a successful online book launch, which she recently presented as a webinar for the Independent Book Publishers Association.

1:11- Hi, I’m Chelsea, and I am a senior marketing strategist at Greenleaf Book Group. I’ve been working with Greenleaf for over 5 years now, helping authors find new and creative ways to reach readers, and to promote their books with targeted digital marketing campaigns.

1:39 - In this webinar, we’ll be discussing how to host a successful virtual book launch.

• We’ll cover the planning stage in which you select the right platform for your event, invite your network, and promote the event via social media.
• We’ll also cover the details of hosting the actual event, including logistics and the key elements to include to keep attendees engaged.
• And lastly, follow up to keep the conversation going, and keep your book top of mind with attendees.

2:20 - There are a variety of platforms that you can host your virtual event on. I’ve listed Zoom, Facebook Live, and Instagram Live.

4:02 - In terms of logistics, we recommend selecting the evening of your publication date or later in the month just as you would with an in-person launch event.

• You may choose to host the event yourself or you might like to have a friend or colleague emcee the event.
• Consider partnering with a local indie bookstore.
• Of course, you’ll also want to test the event and your presentation beforehand to ensure that everything runs smoothly on the night.

5:10 - Now that you’ve selected your hosting platform and ironed out the details of your event, you need to create the event and invite your network.

• We recommend using the same color scheme and graphics from your book cover to create a cohesive look and feel for your event.
• Be sure to include the time and date of your event, registration link, website link (if you have one), and highlight any other speakers/hosts that will be part of the event, as well as any prizes/giveaways for attendees.

6:10 - Once you’ve created your Facebook event, it’s time to start promoting.

• Share the details of the event across your social media platforms.
• If you have a website, highlight the event on your book page, through a pop-up or an RSVP form, and offer attendees the option to sign up to receive emails.
• If you have a newsletter, send a message out to your subscribers inviting them to the upcoming launch.

• Reach out to the people who have already supported you and your book in the form of endorsements, writing a foreword, or sharing early reviews
• Be sure to let individuals know about your upcoming book launch and ask that they share the event with their networks to expand your reach and connect with new audiences/potential readers

9:50 - Now I’d like to discuss your promotional timeline.

• I recommend scheduling your event 4-6 weeks in advance of launch date. This gives attendees time to sign up for the event, word of mouth to build.
• After your initial event announcement, start sharing drip content weekly that piques interest in your book and the upcoming event.
• If you will have other hosts/guests on the event, highlight them via social. This will encourage word of mouth and increase your chances of reaching new readers.
• You can also create a hashtag. Creating a unique hashtag allows you to see your followers’ engagement with your book and the upcoming event.
• Share the details of the event again via email and social 1 week prior and 1 day prior to remind attendees and encourage new attendees who have not yet signed up.

13:10 - Some examples of drip feed content that can be shared leading up to your event, include short videos that you can create using just your smartphone.

• An unboxing video captures the moment that you receive your box of books and see your printed book for the first time.
• An author intro video is a brief introduction about you as the author, your book, what the book is about, why you wrote it, and where readers can purchase it. This is great to share on your publication date.
• Virtual readings are great “teaser” content to share with readers leading up to the book launch. Select a passage that represents the heart of your book, gets readers interested and engaged, and leaves them wanting to read more.

17:50 - The big day has arrived. You want to create the atmosphere for the event just as you would for an in-person event.

• Keep the tone conversational and create a sense of celebration.
• During the event: Showcase your content, highlight your expertise, and encourage engagement
• Relax!

18:54 - In terms of sales opportunities, there are definitely ways to support and encourage sales opportunities, even when you’re launching your book virtually.

• One opportunity to do that is through direct sales; offer attendees a percentage off of their copy
• Offer a signed copy
• Free shipping
• Partner with local bookstores
• Hold a Virtual Book club

20:45 - Now, let’s move into the specifics of what a virtual book launch can look like:

• The virtual Host/Author begins the event and shares welcome message
• Tells attendees to leave questions for the author in the Q&A, or in comments section for Facebook Live
• Everyone who writes a question is entered for a giveaway (signed book, bookmark, branded item), which encourages attendee engagement
• Author greets attendees (short message) about what the day means to you and brief description of the book
• Read a short excerpt
• Move into pre-drafted and attendee questions if you’ve opted for a dedicated Q&A section

22:30 - And now for the really fun portion of the prize drawing-signed book, book mark, or other branded item.

• Author concludes the event
• Send a thank you email to attendees after the event asking them to purchase a copy of the book and share their honest review

Thank you for your time. I wish you a wonderful afternoon, and the best of luck in your upcoming virtual book launches.

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About Chelsea

Chelsea is responsible for executing book launch marketing initiatives that promote discoverability and awareness for authors and their books among both industry professionals and readers alike. Chelsea earned her BA in English and communications from Southwestern University and completed New York University’s Summer Publishing Institute. She has worked in both magazine and book publishing in San Francisco and London. Chelsea is a bibliophile and an Anglophile, and she feels right at home in the publishing world.