Whether you're traditionally published or into self-publishing, writing fiction or non-fiction, authors really need two very different types of energy in their work.
One is creative energy—needed for dreaming up characters and plots, researching, sifting through information, and everything to do with writing your books. The other is business and marketing energy; you need that for all the to-dos that come with getting your name out there and selling your work.
Some authors like to handle everything themselves, but others are delighted to sign up with a book promotion agency and let them do some of the heavy lifting.
Companies might offer any or all of the following book marketing services:
- Social media management
- Email marketing
- Events
- Book launch
- Paid advertising
- Amazon advertising
- Website design
- Bookstore and bookclub outreach
- Press releases
- Distribution
- SEO
We contacted seven of the best book marketing companies and asked each of them for their top book marketing tip.
Coriolis
US-based Coriolis specializes in promoting books by academics, experts, BIPOC, and LGBTQ+ authors. They offer tailored guidance and impactful strategies and are acclaimed by authors and publishers for enhancing book visibility and readership.
Coriolis has secured client features in media outlets like The New York Times, The Los Angeles Times, NPR, CNN, and more. They stand out in amplifying diverse literary voices due to their strategic planning and extensive traditional and digital media networks.
Book marketing top tip
NETWORK & COLLABORATE
Engaging in strategic collaborations is crucial, especially for BIPOC and LGBTQ+ authors. Form partnerships with organizations, influencers, or cultural groups that align with your identity or the book's themes.
These targeted collaborations broaden the book's reach within specific communities and ensure a more impactful and authentic connection between the story and its audience. This is one way Coriolis can really enhance your campaign.
Story Monsters
Selected as one of the 5 Best Book Marketing Companies in the US by Kev’s Best, Story Monsters® specializes in children's literature.
They're also home to the award-winning Story Monsters Ink® magazine, a literary resource for teachers, librarians, and parents selected by School Library Journal as one of the best magazines for kids and teens.
Story Monsters® helps authors of all genres strive for excellence with marketing and publicity services and Dragonfly Book Awards contests. They also run eight programs: School Express Press, Just For Kids, and Story Monsters Approved! They offer opportunities to connect with schools and the media through AuthorBookings.com.
Book marketing top tip
CREATE A SHOWSTOPPING HOOK
When it comes to publicity, the hook is the key ingredient in grabbing media attention.
What is your hook? Connect your book to current trends or social issues. When your book addresses current events, it becomes more appealing to the media and readers. Remember to tailor each pitch to different media outlets and platforms, adjusting the tone and focus based on their audience.
Consistency in pitching and maintaining a strong online presence will help build a lasting presence for your book or publishing company. Building a community around your brand can significantly enhance your book's visibility and create a loyal reader base.
Consider utilizing visual content, such as eye-catching graphics or book trailers. These will complement your pitches and make your book visually appealing across various online platforms.
Cameron Publicity and Marketing
Cameron Publicity and Marketing is based in the UK and targets publishing companies and self-published authors. They offer book marketing services, including online book promotion services, e-books, children's books, board and & card game promotion and social media marketing.
Cameron PM stands out in its reputation for communication and dedication. They read all the books they work on and tailor each campaign to the specific book and author.
Book marketing top tip
UNDERSTAND MEDIA CONTACTS
It's important to research media contacts thoroughly and give them specific ideas based on their areas of interest and what they do. Sending the same pitch to every contact is not helpful to anyone and will not get you the coverage that you are after.
Also, keep in mind that some media contacts plan further ahead than others, so you need to know their schedules and time your outreach to them accordingly.
Palamedes PR
Palamedes is a London (UK) book marketing agency with a worldwide coverage and client base targeting authors, publishers, literary agents and retailers.
The company is widely considered a market leader in the industry and represents many major publishing houses and agents. It is the only award-winning book PR agency run and staffed by former national news, features and broadcast journalists. Palamedes PR delivers mass book publicity for top-class fiction and non-fiction (including self-published titles) in national and international newspapers and on TV and radio.
Book marketing top tip
ORGANIZE IN ADVANCE
The secret to a successful book launch is to get the ducks lined up well in advance. Doing that gives the author (or PR firm as applicable) the time to obtain journalist/media endorsements - invaluable for jacket covers and pre-order listings - and to secure commissions in long-lead magazines and newspaper supplements.
Once the pre-launch groundwork is finished, the attention should shift to the launch itself. Media coverage should appear on publication day and continue immediately after to maintain the book's presence in consumers' minds. That typically involves national newspaper coverage on launch day and TV and radio interviews for our clients over the next week or two.
Author Marketing Experts
Based in the US, AME was founded 22 years ago by best-selling author and book marketer Penny Sansevieri. The company helps independent authors, traditionally published authors and publishers develop book marketing strategies focusing on long-term success.
The AME team understands the author's experience, and their programs are strategically designed to support how readers typically find books. As they see it, there are over 8,200 books published each day, and strategy is crucial in getting the right sort of attention to drive exposure for your book.
Book marketing top tip
UNDERSTAND YOUR GENRE
Know your genre and your reader. And I know this may sound a bit "duh," but you'd be amazed how many authors publish a book without really knowing this. And here's the thing: you can waste a lot of marketing dollars going after the wrong market - even a slightly "off" market can cost you a lot of money.
We once worked with a romance author who had put her book in 'sexy romance' when it was actually 'contemporary romance.' That small change helped boost her book. Doing this also helps you zero in on what you should do to market your book because you'll know exactly who your readers are and what they respond to. It's big, and, in my view, it's not talked about enough!
PR by the Book
Founded in 2002, PR by the Book works with US authors and publishers, helping authors develop their influence and build a fan base stretching well beyond their books.
PR by the Book understands that each author brings something distinctive and powerful to the table. They emphasize client communication to discover each author's USPs (Unique Selling Points) and then develop a plan based on traditional book publicity, digital relevancy and platform development.
Book marketing top tip
CREATE MEDIA CTAs WITH TIMELY TIE-INS
Use timely tie-ins to create a call-to-action with media when you send them very targeted pitches.
Examples of timely tie-ins include February as 'National Heart Month,' April as 'Stress Awareness Month' and 'Drop Everything and Read Month.' Include gift guide pitches for holidays like Mother’s Day and Father’s Day and special occasions, e.g., Graduation gift guides.
It's much easier to grab the attention of a media outlet with timely tie-ins because they may not know that a particular awareness day or month even exists.
BookBaby
BookBaby works with independent authors and small publishers in the US and offers a professional service that rivals the major publishers.
They have everything an independent author needs to publish successfully, including eBooks, audiobooks, editing, book design and marketing services and an in-house print shop where they print bookstore-quality books.
Book marketing top tip
USE EVERY INTERACTION
It may seem obvious, but every interaction you have is an opportunity to promote or sell your book.
Always have copies of your book on hand, for example, in the trunk of your car, backpack, etc., because you never know who you'll meet. Giving a signed copy away can be powerful. You want to get copies of your book out there and get people reading it to start building a buzz.
Also, try to partner with other authors, even if their books are in the same genre as yours. Working together means your promotions and events will reach a much bigger audience.
Use podcasts to help your book marketing efforts
You've probably listened to authors on podcasts promoting their latest books over the last few years. That's because chatting to a sympathetic podcast host can be a great way to showcase your personality and put your book in front of an engaged audience.
How do you find relevant podcasts that are looking for author guests? Great question!
Learn the basics with our guide on How to Get Interviewed on Podcasts as a Guest or check out our YouTube tutorial.
Authors can create a 'publicity blitz' by doing a podcast tour, i.e., guesting on several podcasts in a short time. It's an effective marketing strategy because people typically need to hear your message often and from several sources before they take action (in this case, buy your book.)
Start your search with these author interview podcasts.
Final Thoughts
Most authors prefer writing books to marketing them. Still, you have to do the media outreach, book signings, social media rounds, ads, speaking engagements and so on to attract readers, whether you're a bestselling author or a novice promoting your first self-published book.
There are many roads to author branding, and success often depends on having the right marketing strategy, so do your research to find the company that best fits your personality and your book.
Hopefully, we've given you a great place to start.
