How Authors Can Approach Book Marketing During COVID
When we closed our offices to start working remotely midway through March 2020, it was hard to imagine that we’d be working from home for the whole of the COVID-19 pandemic.
But nine months later, COVID and its accompanying health notices remain. Authors who began their FriesenPress publishing process in the springtime are emerging to find a world not too dissimilar from the one they escaped when entering book production. Only now there are three key differences:
You’ve published a book!
Readers are hungrier for new stories than ever before;
We now know much more about how to effectively market a book during a pandemic than we did back in March.
That third point is what we’ll be discussing today. Our Book Promotions team has been coaching new authors throughout the pandemic and taken careful notes on what’s been most effective for creating the kind of book buzz that turns into book sales.
Here are their top tips for authors marketing a book during COVID-19 — beginning with an important disclaimer.
Be kind to yourself
Book promotion follows the involved (and, for many, new) experiences of writing, rewriting, editing, designing, and publishing your book. Combine that journey with the variables of everyday life in a pandemic, and you have a recipe for burnout.
We're all dealing with an extra-heightened level of stress, so it's important to practice compassion (for others and especially yourself) and self-care. After publishing, take a breather to celebrate your huge accomplishment, and treat yourself to something you enjoy. We recommend that you keep a running list of activities and things that make you feel your best. Whether that's exercise, writing, reading, a certain movie or show, art, talking with friends (over video or socially distanced), wearing a certain colour that makes you feel alive, or whatever else it is — add it to your list and place that list in a place of high visibility so you don't forget to give the most important person in this project the love and care they deserve: you.
Leverage the power of social media
With so many of us stuck at home, we’re turning to our devices to stay informed, entertained, and (most importantly) connected. For new authors and their books, these unique conditions present a prime opportunity to use social media platforms to connect with readers.
In an era when we’re discouraged from socializing in large groups, platforms like Facebook, Twitter, and Instagram are there to bridge the gap. Discover where your audience spends their time online and become a part of the conversation on the topics most relevant to you and your book.
We also encourage our authors to make contact and connect with thought-leaders, notable bloggers, and other influencers in your genre. Engage with their content and build a rapport. Send emails seeking guest blogging opportunities or content swaps. Create a calendar or make detailed notes to keep track of who you reach out to. These notes will make it easier to know when might be the best time to reach out again if you haven't heard back yet.
Take things virtual
Many in-person events have migrated to virtual settings, and your author events (like launches and readings) can absolutely follow suit. And while it’s true that the experience of a virtual event can feel a little different than the real thing, take comfort in the fact that this pandemic won’t last forever. You will eventually get the chance to have that in-person experience, but the most important thing to do now is build momentum and interest in your new book.
Virtual events are a safe, fun, and effective way of doing just that. Scope out local bookstores to potentially “host” an event via Zoom or Facebook Live and reach out to them to gauge interest. Be prepared to partner with them to promote the event (and store!) to your own network and theirs to boost attendance. Collaborate with your contact there to offer things like signed copies of the book which attendees can purchase through the bookstore. Amplify the event on your social media accounts and start counting down the hours to your launch — just like you would if you had an in-person event lined up!
Get creative with grassroots approaches
Glass half empty: in-person author events are off the table.
Glass half full: you’ve been handed a once-in-a-lifetime marketing opportunity that can be tackled from the comfort and safety of your own home.
While pandemic times can feel limiting, limitations can breed creativity. Lean into that by focusing your energy on the grassroots approaches that can safely and swiftly bring your readers (and you) the most joy.
What’s grassroots marketing, you ask? As one might infer, it’s marketing efforts that start “from the ground up” — often with a small audience and usually (but not always) coordinated online. Here are some examples to show what we mean:
Organize COVID-safe book pickups from your house — ideally on your front porch to reduce contact as much as possible. Give your readers a reason to swing by and purchase your book. Sign their copy, or throw in a bookmark with a reminder to leave you an Amazon review. Take a selfie with everyone who drops by and share it on social media.
Drop-by pickups or book sales are great, but so are book giveaways! Host a draw through social media and encourage people in your network. You can even make it a weekly recurrence to build some sustainable hype from your followers!
Not all of your readers will live within driving distance. But that’s ok! Collect their mailing addresses via email and send postcards advertising your book (and where to buy it) to those farther away. Drop off postcards to your neighbours and community. Our designs feature the book cover on one side and standard postcard details on the other.
A common thread that emerged while speaking with our Promotions team is that authors have the highest degrees of success when they get creative. If there’s ever a time to think outside the box, it’s now.
As you take on this new challenge from home (while keeping all the above tips in mind), have fun and be kind to yourself. The book sales will follow!
Have you gotten creative with your COVID-era book marketing?
Let us know in the comments section below; we’ll share some of our favourite answers on our social media accounts.