Traditional publishers typically use a combination of the following strategies to market new authors:
- Author Website and Social Media: The publisher helps create an author website and social media presence, which includes setting up accounts on platforms like Twitter, Facebook, and Instagram. The author is responsible for maintaining the content and engaging with followers.
- Book Blog Tours: The publisher organizes book blog tours, where the author visits various book blogs and websites to share their work, participate in interviews, and write guest posts.
- Press Releases: The publisher sends out press releases to media outlets, book review websites, and literary magazines to generate buzz and publicity for the author’s debut book.
- Book Signings and Events: The publisher schedules book signings, readings, and other events at bookstores, libraries, and literary festivals to promote the author’s work.
- Influencer and Reviewer Outreach: The publisher identifies influencers and reviewers in the author’s genre and sends them advance review copies (ARCs) or finished copies of the book.
- Online Advertising: The publisher may run targeted online ads, such as Google AdWords or Facebook Ads, to reach potential readers who are interested in the author’s genre.
- Email Marketing: The publisher may use email marketing campaigns to reach readers who have signed up for their newsletter or have purchased books from the author in the past.
- Print and Online Book Reviews: The publisher submits the book for review in print publications, such as Publishers Weekly, Kirkus Reviews, and Library Journal, as well as online review sites like Goodreads and Booklist.
- Book Clubs: The publisher may offer discounts or free books to book clubs that choose to read the author’s book.
- Public Relations: The publisher may work with a public relations agency to secure media coverage, such as television appearances, radio interviews, or feature articles in major publications.
- Audiobook Production: The publisher may produce an audiobook version of the author’s book to reach a wider audience.
- E-book Discounts: The publisher may offer discounts on e-book versions of the author’s book to encourage readers to try their work.
- Book Festivals and Conferences: The publisher may attend book festivals and conferences to promote the author’s work and network with industry professionals.
- Giveaways and Contests: The publisher may run giveaways or contests on social media platforms or their website to generate buzz and encourage readers to try the author’s work.
- Author Interviews and Guest Posts: The publisher may arrange interviews and guest posts on popular blogs, podcasts, or websites to help promote the author’s work.
It’s worth noting that not all traditional publishers will use all of these strategies, and some may have a more limited marketing budget. However, these are some common methods used by traditional publishers to market new authors.
