Companies and politicians aren't the only people who need PR to help them build a reputation for themselves in today's competitive marketplace. PR can also be a powerful tool for authors who want to share their words of wisdom with the world. Through the right PR promotion campaign, an author can not only attract the attention of their target audience, but also potentially get the attention of other media groups and publications that want to feature the title.
Here are just some of the steps that an author might need to take when they're thinking of marketing their book with the help of a PR strategy.
Prepare A Pre-Publication Identity
Any PR expert knows that connections are key to success in today's digital world. Before a book launch, an author considering a PR marketing strategy will need to make sure that they have the right social media presence and online identity in place.
Authors can work alongside their PR team to create a stronger online presence with the right social media profiles, videos, and other important information that helps to drive attention for their personal brand. This personal brand will then make the author more compelling when the book officially launches.
Build Networks
These days, readers want recommendations from influential figures to help them decide what they should be spending their time on. Authors who work to build a network with their PR group can make sure that they have the attention of the right media outlets and groups when their book launches, so that they can reach a wider range of potential readers.
In some circumstances, a PR agency may even help an author to access the help of an influencer, or a number of social media influencers to attract the attention of a specific group of potential customers. Influencers can have a huge impact in today's social landscape.
Strategically Plan Publicity Hooks
When it comes to making the most out of a PR plan for a book launch, authors need to think carefully about the publicity hooks they can create to market their content, and the plan they're going to use to get the press to pay attention. For instance, some authors will decide to use an existing event to gain attention - like a book fair or a convention. Others will build a great press release that they can give to their PR agency to spread across multiple media channels.
To get started, all authors need are the publicity hooks that their audiences are going to be interested in - a list of key points about the book and what it can offer, and a list of media contacts to reach out to.
Produce Promotional Materials
Finally, PR doesn't just take place online, and authors never know who they might run into. Having the right selection of information on hand- including a business card, a postcard to send to friends and other useful information to send to media outlets will help to get a book the attention it needs.
Book trailers made with video and animation can be another great way to capture attention online, as well as live interviews with the author published on social media. Today, there are endless ways to promote a book in the PR world.
Content marketing for fiction and non-fiction
Strategic content marketing always helps to catapult book sales. A book always needs to be backed by a smart marketing plan. Content marketing for authors can include a plethora of things. For a book to become popular, it is crucial to build original content. To help customers cut through clutter and reach a book, the content marketing has to be unique.The ways by which content marketing can be made unique are given below.
1) Using the right content for the right platform - It is important to understand where potential readers choose to hang out. This is the time to get creative online. Online events can reach an audience that wouldn’t be at an in-person event. This also helps to reduce costs for venue, travel and staffing. Data for attendance can easily be tracked and results can be measured. Understanding media platforms is also necessary. Younger readers might prefer to use platforms like TikTok, and Twitter can provide access to more opinions. Photos of books can be used on Instagram and Pinterest.
2) Stay niche - It is important to stay on brand and not confuse readers. Useful articles in a specific niche can attract a target market. Videos can also be used to capture interviews, opinion pieces, or book trailers. Due to the increased listening on mobile devices and the ease of downloading, podcasting has taken off in recent years, and this can be utilized. Listening to someone talking about books can build rapport and trust. Dan Willcocks launched his podcast in April 2015, and it is dedicated to horror and science-fiction. Each episode has a darker spin as the audience is inclined towards darker fiction. The podcast has been downloaded over 5 million times.
3) Websites - Quite a few successful authors have websites which function as the central platform for their online marketing activity. The websites normally include a list of published books, display upcoming releases, and provide a way to contact the author. They might also include a list of upcoming events, and might also include a blog to showcase the author’s writing process or personality. Debbie Macomber’s website promotes her newest release in the top section, and has links to the most recent articles on her blog. Linking social media accounts to the website also leads to more exposure.
4) Pre-publication marketing plan - It is a good idea to print out Advanced Reader Copies. These copies should be sent to book review companies-- especially those who require books to be received 90 days prior to the publishing date. There should be a plan for chain bookstores and indie bookstores. Metadata is a key area in which one should spend a lot of time, particularly in pre-publication, as it can position a book better. It is important to ensure that the metadata has a rich description and accurate subjects so that it links to the proper author page with a great bio.
