6 Essential Elements of an Author Platform
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When researching the ins and outs of book marketing, you’re likely to come across the term “author platform”. But what is it? And how does one create their own platform?
First things first: an author platform is a combination of many things, but it can be summed up as your ability to reach and connect with potential readers. If you have a strong and expansive author platform, you’re likely to reach more readers, and therefore sell more books. (This is why traditional publishers tend to have a strong bias toward nonfiction writers with a pre-built platform.)
Your author platform is what signals “I have a voice worth hearing” to your readers, and serves as a foundation from which you can continue to build momentum and grow. As a new or soon-to-be author, there are many ways to build and sustain your platform. Here are six must-have elements as recommended by our Book Promotions Team:
1. A great book
Nothing will have more of an impact on your author platform than . . . your book! A great book is the engine that drives everything else forward. It’s worth noting, though, that your book doesn’t need to be released in order for you to begin establishing your platform. The moment you share that you’re publishing a book is the moment you begin to shift others’ perceptions of you, because it’s also the moment you begin to establish your author platform.
2. A consistent author brand
An author brand is important for credibility and professionalism as you engage with readers both online (ex. social media) and in person (ex. approaching the media). A brand is your commercial identity and what makes you stand out from other authors. Everyone has some unique aspect that can help readers to form an impression of who you are.
No matter how you define your brand, consistency in visuals and language is key. For example, make sure you have consistent usernames so it's easier for readers to find you online. (This is especially important for authors who intend to publish multiple books in a series!)
3. A social media presence
Be sure you create social media accounts for your author platform that are distinct from your personal accounts. This creates a separation of the professional and personal, which adds to your credibility and brand as an author. Keep your usernames and profile pictures consistent across your professional platforms so that you're easy to identify. Be aware that you're representing yourself as an author when you engage with posts, followers, and the community.
4. A professional website
A professional website is a primary tool for any author building their author platform. Because it includes your name and book title(s), your website will rank highly in Google searches and make it easy for your potential readers to learn more about (and contact) you. But beyond that, your website will make your book easy for readers to find and purchase at their bookseller of choice. It also adds professionalism and credibility in a time when an online presence is extremely important. If you have author social media accounts, be sure to link them to make it easier for people to find you across the web.
5. High-quality promotional material
In today’s digital world, it’s easy to underrate the power of the leave-behind. Promotional material like bookmarks, posters, and postcards are all great things to give out to people who you speak with about your book, so they have a reminder and/or something to pass along to their own networks. Business cards with contact information and social media handles are also good to give to people who you would like to connect with in the future. Professional-looking materials reflect well on you and your book, and build credibility in you as an author.
6. Clear goals and a business plan
We want to end on an intangible but no less essential aspect of any author platform. Clear, concrete goals and a solid business plan will make your platform more well-defined and your promotional strategy more achievable and easier to follow. Once you’ve established a platform, the challenge now becomes how to grow it at a scale that will allow you to realize your ambitions. By homing in on your goals as an author, you’re also orienting yourself in a way that makes determining your next moves — such as evolving your author platform — a lot easier.
With a great book and clear goals fueling your author platform, you’ve got the alignment and focus you need to go far on your publishing journey!
