The rules for how to market a book are continuously being rewritten nowadays as self-published authors disrupt the mainstream book world. Each brings a unique perspective of what it takes to succeed outside traditional publishing channels. Many find success online in one way or another and extend their influence by writing books. Others have had challenges being picked up by big-time publishing houses and choose to strike out on their own. If you're a writer fitting any of these descriptions, you'll want to pay attention to the ideas and approaches for successful book marketing.
Most traditional media (TV, magazines, newspapers) today are blended media, meaning they also distribute their content online through websites and blogs. Earning media coverage continues to be influential with book buyers and gives you something to promote. Another approach is to write bylined articles for media and leverage the bio at the end to mention your book. Readers will make the association if the article topic runs closely to your book's premise. It's an excellent device for nonfiction authors and is used increasingly. Thinking creatively is a requirement because of today's competition.
The first step is figuring out who your target readers are, and the second is how to reach them. If your budget allows, working with a professional book publicist can help because they arrive with media contact lists ready. They're also current with online strategies that have worked for others, including podcasts and guest blogging opportunities. Each can complement your website in making sure you're visible online. Your book and author's pages on large bookselling websites are also crucial, and make sure you include keywords in your written book descriptions and author's bio pages.
Social media is another part of the campaign; using it intelligently matters. Making a calendar for your posts can help consistency and remind you of creative (not hard sell) ways to tie back to your book and its launch. Ideally, you've built up a following before writing your book because thousands of followers rarely arrive overnight. Steadily building up a following over time is the surest way to find success. If you've been posting engaging content and building a rapport with followers, they may turn into book buyers. Make sure to keep the posts helpful and entertaining more than promotional.