Staring Down The Great Book Marketing Challenge

There’s no question about it. Successfully marketing your indie book can prove extremely frustrating. Often it seems an insurmountable task. Perhaps you’re asking yourself questions like Where on Earth do I begin? I’m a writer, not a salesperson! and How will my book stand out from the rest? There are so many authors vying for the same audience.

Full disclaimer: I am in the heart of the promoting process myself, currently between e-book and paperback launches. I am still figuring out a lot of it. I am not a marketing specialist, book agent, or publishing executive. I am a writer, just like you, attempting to learn the ropes of an ever-evolving industry and happy to offer both encouragement and tips I’ve found helpful. My compulsion to share my experiences with those a few steps behind me stems from both my nature as well as a reaction to the current landscape.

Let’s start with the obvious dilemmas. While online writer communities such as Goodreads and Facebook promo groups are helpful to a degree, they are inundated with scores of authors seeking attention for their work, resulting in the vast majority being overlooked.

Additionally, successful writers are frequently not inclined to ‘pay it forward’ by assisting aspiring authors with whom they have no personal connection. Whether it’s a manuscript review, newsletter mention, potential blurb, or a further lead, the prevailing sentiment seems to be “I don’t do that." Of course, there are exceptions, and I’ve been fortunate to come across a few such mentors. But, without a supportive leg up, many, if not most, new authors are left to navigate the intimidating marketing seas solo.

Now that a large bucket of cold water has been dumped on your head, let me throw you a warm, dry towel with what I’ve learned so far.

• If you never ask, there’s no chance of getting an assist. I’m that person who hates asking for favors. My husband tries to convince me other people want to help or would at least view receiving my book for free as a worthy trade. While I’m not convinced of this (see above), the fact remains if you don’t ask, you’re sure not to get. Request to meet for coffee, exchange emails, or speak on the phone. You risk the dreaded rejection, but at least you’ll be leaving the door open for a yes somewhere down the road.
• Set your new book up for pre-order even if you’re a debut author. There are mixed opinions on this topic, but I didn’t see any downside. It was an opportunity to build some buzz around my book before actually going live. While 30-90 days are suggested, I opted for two weeks. I offered a discount until launch day and plastered social media with my pre-order promo. I also used the time to build a mailing list by running a contest and joining group promos, which I’ll soon address. Did it work? Yes to an extent, with a week-long surge in sales and a significantly stronger mailing list.
• People love videos. There’s no denying the results. Facebook business pages allow you to see the stats, including how many views on any post. The videos I posted reached a significantly larger audience than written ones. But beware of overdoing it. No one wants their feed overloaded with your latest newsbite.
• Make a list of everyone you know who has any potential connections. This was my son’s idea. I jotted down the names of first- and second-degree contacts, as well as more far-fetched connections. I contacted them for leads on reviews and blurbs and walked away with two I am very happy with.
• Group promos help build mailing lists. I learned about group promotions from one of the many YouTube videos I’ve watched on book marketing. I knew nothing of this strategy prior, so there was a serious learning curve. I went with StoryOrigin, an app still in its beta phase. The founder is extremely responsive, which is great since I asked loads of questions. The platform is designed for authors of all genres to help each other build their mailing lists and garner clicks on their books' landing pages. I’ve found this to be an excellent way to build my mailing list, which is made up of my target audience—precisely what every author wants.
• There’s a treasure trove of free online education. I regularly watch YouTube and KDP University webinars and sign up for other free courses. In return, the organizers receive my email address. Seems like a good swap to me. I treat these free classes as real-life courses, taking notes and following up. The trick is to pay attention as if you will be tested on the material.
• Step out of your comfort zone. I’ve touched on this in a previous Nellie’s Notes article because it resonates with so many introverted writers. Pitches, launch parties, or asking for reviews and blurbs can feel very uncomfortable. Do them anyway! You will thank me later because you will be so proud of yourself. Call your local library, bookstores, and book clubs. Remind them you are a local author and offer freebies. Express confidence in what you have to offer.
• Have a core group of people you trust. This is true in all aspects of life, but here I refer to beta readers who will provide honest feedback throughout the various writing stages. I just finished reading Stephen King’s On Writing. He has a core group consisting of his wife and a few friends who give him the constructive criticism every writer needs. Seems to work well for him.
• Organic growth before paid ads. The people who love you will want your book and happily pass the word around. These are unpaid ambassadors who represent you. Go with it.

The next step for me will be to test the waters with paid advertisements. I’m learning all I can about optimizing online ads to find my target audience without overpaying. There appears to be a measure of trial and error in this area, so those on a tight budget should decide in advance where and how much of their earmarked marketing funds to allocate. I will report back on my progress in future articles.

• Find a happy balance. Okay, this is not my strong suit, but I recognize its importance nonetheless. Marketing can easily monopolize all your waking hours if you allow it. Unless you are about to launch, balance your promo time with living your life. You will gather more creative material to write about in your next book--a surefire future bestseller!​

Nellie Neeman is the author of Spree, A Jon Steadman Thriller available on Amazon. For more on self-publishing and giveaways, go to www.nellieneeman.com. You can follow her on Facebook and Instagram.

​