Launchpad: Tips for a Successful Book Launch
11. Have an anchor site.
You don’t need a Web site with lots of bells and whistles, but you do need an anchor site for either the author or the book. It’s important to have information on the site like readers’ guides and a “Buy Now” button, but you don’t want that to be too overt. Hopefully, the author runs the anchor site, and they should do it before the book comes out. Building a presence online takes about a year.
12. Encourage your authors to leverage social networks.
… Many authors are on Facebook, and their friends and readers are on their account. I always tell authors to get to know it as a marketing tool before they start to use it (in case their friends post photographs they’d rather readers don’t see, for example).
13. Take advantage of niche audiences.
If you’ve got a sci-fi book, for example, you’ve got a niche audience to target. When you have a broader book, it’s harder because you’re marketing to the whole world. It also helps if an author has a fan base already, so you can market to them.
14. Make it unique.
The key to marketing books is that every time we market a book, it is a unique campaign, and we want to build the underlying marketing campaign. It’s about creating a foundation for the author and publisher.
15. Video didn’t kill the book star.
Video is the hot thing right now. It’s a moveable piece … you post it all over, and the media can even embed it in their stories. Wherever you put the video online, link back to your anchor site where readers can find more information on the book. In the video, you’re not telling people everything; you’re telling them what they need to know.