By Susan Wroble, September 2020
The themes that emerged from RMC-SCBWI’s PAL (Published and Listed) member Connect on Marketing Strategies on August 29th, were “build community” and “have fun!” But the PALs also had plenty of specific tips to share—hope you find some of them helpful in your journey!
1) Review books. A simple and effective way to provide support to fellow authors and illustrators is to write a book review. You can use the same review for all sites. Amazon and Goodreads are the two most well-known sites for reviews, but there are plenty of others, including Barnes & Noble, LibraryThing, Shelfari, Bookish, and “What Should I Read Next.” Claudia Mills has set a goal is to review one of her friend’s books each week.
2) Nominate for Lists on Goodreads. Lauren Kerstein recommended nominating books to be on Goodreads Listopia, because it increases visibility. I learned the process by nominating Laura Perdew’s picture book, The Fort, to a list called “Picture Books About Friendship.” The steps:
- Log into your Goodreads account
- Make sure that the book you want to nominate is on your shelf
- Navigate to lists (under Browse) and scroll down. Find “search lists”
- Find an appropriate list for the book and go to that list
- Near the top is a button that reads “Add books to this list.”
3) Give Shout-outs to others. Julie Rowan-Zoch has a unique—and fabulous—way of giving shout-outs to others. She acknowledges her friend’s birthdays on Facebook with a drawing. As Julie freely admits, the drawings are her daily art practice, but as RMC-SCBWI PAL Liaison Rondi Frieder commented, seeing them with a birthday greeting really makes the day special!
1) Spread the Word. “Don’t be afraid to be a little obnoxious!” Fleur Bradley said. You have to let people know that you a book coming out for them to be able to support you! She was nervous about the timing of her book launch in the midst of the pandemic. But she bought some Facebook ads to create awareness and excitement, then hosted a virtual book birthday, complete with cake. Susan Quinlan also spoke of the importance of reaching out. When she did, she was surprised at the number of old friends who wanted to buy her book.
2) Create a Marketing or Publishing Plan. Jean Reidy created her own publishing plan to send to her publicist. It includes specifics on what she will do online, as well as with conferences and festivals, schools, libraries and bookstores, postcards, and contract marketing. Jean recommended asking if your publisher would pitch you for the Mountains and Plains Independent Booksellers Association. It’s a way to get in front of hundreds of booksellers in this region.
As a marketing professor for Colorado Mountain College, Jessica Speer is even more at home in the marketing world than the book world. She created a detailed marketing plan, starting six months before the publication date, and ending six months after. She uses the plan as a storage place for all her marketing ideas, including which podcasts or magazines to pitch.
3) Join a Promotional Book Group. Several PAL members talked about the many benefits of joining a promotional group. Leslie Vedder said that members of her group found each other through the Publisher’s Weekly rights reports.
4) Enlist the Bookstores. We are so fortunate that the Rocky Mountain region has phenomenal independent bookstores. Andrea Wang and Dow Phumirik each spoke of the importance of getting to know the bookstores. Dow noted that BookBar and Second Star to the Right are both in need of need of virtual content and appreciate any help. Second Star will be doing an educator’s night in October.
5) Send out ARCS wisely. Megan Freeman suggested Googling the top ten children’s book bloggers in your given genres. You can find which have the greatest reach before asking if they’d review your book.
6) Write a Press Release. Former journalist Lydia Shoaf wrote a press release for her book and sent it to her local Arvada paper. At first, there wasn’t much traction, but then it was picked up by surrounding papers. Those links were shared on neighborhood groups. Then it was publicized by the local bookstore—and in the school district newsletter.
7) Use your Research. Some of Beth Anderson’s best marketing tools were an outgrowth of her research. The museum she asked to vet one of her books then hosted a program featuring her books.
8) Create a Newsletter. YA author Carolee Dean puts together a monthly newsletter with updates, activities, and tips about writing and working with students. The newsletter, which goes out via email, then points to content on her blog, Twitter, or Facebook pages.
9) Enter Contests. Linda Osmundson got visibility for her newest book by entering it into contests.
10) Use your Publisher! Amazon has both a self-publishing arm (Kindle Direct Publishing) and a more traditional publishing arm. Ellen Javernick, whose books are with Two Lions, the Amazon publishing imprint for children up to age 12, said that she has had to do very little—because Amazon is doing the marketing work!
1) Learn to use Apps for Design, Graphics, and SEO. Jessica Speer pointed to Pinterest as a hidden gem, with a lot of success for relatively little effort. Other tools she uses include the design site Canva for graphics, Animoto for videos, and the back plug-in Yoast, a search engine optimization tool that forces you to create keywords and use formats that Google prefers. Jessica went through all of her old posts with Yoast, and is now seeing increased traffic.
2) Get more Mileage with Posts and Hashtags. Megan Freeman recommends using the social media landing page Linktree, which allows multiple hyperlinks and the ability to go beyond character limitations. She also recommends harnessing the power of hashtags, by researching their numbers of followers.
3) Sign up for Google alerts. Pat Vojta suggests signing up for Google alerts on your name and the title of your books. She found her book on the front cover of a newspaper that way!
GIVING BACK AND HAVING FUN:
1) Give Content. As a former teacher, Julie Danneberg is doing everything she can to support teachers in this COVID era—and for her, that means creating content that they can use in their classes to get a break! Her website has a special section just for teachers.
2) Scour the Pages. Author Carmela LaVigna Coyle studied the art on every page of her books. Unknown to her, there were themes, including frogs and pollinators. Using these, she developed crafts, including bookmarks and finger puppets, that serve as another marketing tool.
3) Create Videos and Podcasts. Inspired by Trevor Noah, Jennifer Mason launched a storytelling podcast in April, called “Blister and Muck.” At first, she said, the only people who listened were her friends. But then there was a 50% uptick and another. Judy Kundert has been telling stories with her husband acting as videographer. And Gregory Barrington gave a sneak peek at his first, and incredible, book trailer.
Let us know what you find most useful, and add your own tips in the comments. Thanks!