Successful book marketing isn’t one-size-fits-all. It’s certainly worthwhile to take advantage of traditional marketing paths such as bookstore appearances and email promotions. Still, if you don’t tailor your marketing properly, you aren’t reaching your target audience. It’s better to market to the people most likely to be interested in your topic than to randomly market to readers who aren’t at all interested in your book’s genre. 

Know Your Target Audience

Whether your book is fiction or nonfiction, you need to know and understand your target audience. You may have a few different demographics that will enjoy your book, so be sure to put thought into all of them. For instance, a fantasy novel about teens will appeal to young adult readers and anyone who enjoys fantasy adventures. If you’ve written a non-fiction book focused on transitioning from one career to another, consider the many types of readers who are likely to consider such a shift. This may include working mothers, those dissatisfied with their current jobs, or anyone who wants a post-retirement career, and more.

Connect to the Right Groups 

The Internet can be a massive boon to your book marketing plans. Once you know your target audience, start engaging with them via social media. A hard-sell approach isn’t what’s needed here. Instead, engage with others about the topic to establish yourself as both knowledgeable and interested in learning more. Readers will be receptive to your book if they are already familiar with you and feel a bond of common interest. Look for Facebook groups, clubs, and websites created around the topic of your book and join. Online networking can be an incredible book marketing tool because you have an audience already interested in your book’s topic.

If you’ve written a historical novel set in the Victorian era, look for groups who love Victorian décor, Victorian reenactments, or the era’s history. If your book is about dog training, there’s a wealth of ways to target your book marketing online. There are groups and websites for nearly every kind of pet-focused interest, including ones focused on training issues, specific breeds, puppy care, veterinarians, and more. Join groups for hobbyists, careers, values, and lifestyle choices that tie in some way to your book topic. 

Target Your Press Releases for More Effective Book Marketing

General press releases through the AP wire and other broadly based news outlets aren’t always picked up. These outlets receive thousands of press releases every day and usually focus on PR that will appeal to the broadest possible audience. You’ll be more effective if you do a bit of research and send your press releases to publications and news outlets that will reach your target audience. These outlets tend to get fewer press releases and are more likely to select yours if your book is about a subject their readers, viewers, or listeners are interested in. 

In-Person Book Marketing

While a book signing at your local library or bookstore is a start, don’t neglect other opportunities. Reach out to organizations with a ready-made audience specific to your book’s subject. A book about the changing face of volunteerism will find a receptive audience at churches, non-profits, and organizations like Rotary International. Ask to be a guest speaker, send copies of your book, or offer to write an article for their newsletter. Even speaking to a small group can result in excellent word-of-mouth publicity.

Dudley Court Press

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