Self-published authors need several things to find success. Chief among them is a well-written book that's professionally published. When you have one in hand, you can plan a book publicity campaign to reach target readers and spark sales. Planning your campaign carefully and including a mix of tactics is the best way to ensure success. Before you begin, it's wise to be clear about your objectives. For some authors, it's as simple as wanting to sell books. But others have far more lofty objectives, such as promoting themselves and their businesses. Therefore, be clear in your goals as you begin planning your campaign.
In the book PR world, there's always a focus on campaign timing – when should you release your book? The conventional wisdom is the major spring and fall seasons but they are hyper-competitive. Veteran publicists know that opportunities exist on the fringes of those seasons. Some authors even release their books in late summer or during December. The competition is less in those outlier months, and it may be easy to get more attention. Algorithms and the media are looking for new content 365 days a year. When your book shows up during a slow period, they may latch on to it more quickly.
It's also wise to be open to media at all local, regional, and national levels. If you set your sights only on media with the biggest audiences, you may be doing yourself a disservice. Smaller outlets often have niche audiences that may be very interested in you and your book's story or topic. More than a few first-time authors have been surprised by the response they've received from a radio or podcast guest appearance. Mass media have general audiences with varied interests. You can reach many people with them, but will they respond? If not, you've had great exposure but won't sell your books.
Another big question on independent authors' minds today is the role and value of social media in book promotion. In the beginning, there were high hopes and many unanswered questions. By now, more is known, and the answer is it's important but only one of the important tactics. Most successful authors blend social media and other online publicity with traditional media coverage. When many things work together, you significantly improve your chances of success. It's also important to note that all books and authors are unique. Therefore, you must develop a marketing campaign that suits your needs and goals.
