by Penny Sansevieri
Do you know how long an effective book marketing strategy should take place? One year, at least. The first thirty days after the release of your book are crucial, yes, but just as crucial are the following eleven months.
Unless you’re beginning as a household name, you’re going to have a difficult time earning and maintaining a bestseller status without a detailed, ongoing marketing plan to guide you. You don’t need to be a marketing expert, but you do need to think ahead and strategize.
So, what’s in a twelve-month marketing plan for a book?
Planning. Ouch. You saw that coming. And you won’t be able to avoid it. Try thinking of the stages your favorite authors went through post-publication for their books. How were they promoting it in the second month after release? The seventh month? You can download my free monthly planner to help you get started.
Consistency. You probably saw that coming, too. That’s where having a planner really shines. Don’t execute a marketing strategy once and cross your fingers. Put it on your planner and do it every month. The more a potential reader sees your name and hears about your book, the higher the chances of them taking the next step or even making a purchase.
Strategy. A truly effective marketing plan for a book takes timing into consideration. Some efforts need to happen between months one and three while others you can save for month nine and beyond if you’re short on time or can’t hire a team.
Now, how do you maintain momentum?
The Independent Book Publishers Association performed a study that found most authors don’t market their books after 90 days. Why? Because they’re not prepared, or they feel like they’ve already done everything they can do.
In months two to six, your book is still fairly new. Here, you should pitch your book to bloggers and influencers, pitching bigger media outlets, pushing for reviews, and keeping that excitement going with deals or bonus content. The real key is to keep getting reviews to make your book appear popular even if you’re still trying to gain traction.
If you’ve passed those six months, don’t stop. Join the conversations, review your book cover and description, change up your ads, expand your typical reach and get outside of your usual circle. There is an endless laundry list of tasks you could, and should, attend to.
No matter where you are in your book marketing timeline, it’s never too late to get started. It’s going to take planning, consistency, and strategizing to see the benefits of these efforts, but don’t get discouraged. Keep doing what works and don’t be afraid to try something new.
Penny Sansevieri, CEO and founder of Author Marketing Experts, Inc. (AME) and an adjunct professor at NYU, is a best-selling author and internationally recognized book marketing and media relations expert. Her company is one of the leaders in the publishing industry and has developed some of the most cutting-edge book marketing campaigns.
