How Authors Should Develop a Workable Marketing Plan

How Authors Should Develop a Workable Marketing PlanIn part 1 last week, we discussed the two basic questions that should drive any author’s marketing strategy. Below, we show how to turn that strategy into a workable plan.

Step 1: Set your tactics

Using all you’ve learned above, list every way in which you’ll reach your reader around publication. A classic marketing framework may look like this:

• Paid (marketing you pay for): Digital ads, flyers, tchotchkes, etc.
• Earned (marketing you have to earn): Book reviews, features, interviews, social media influencer outreach, events, bookstore adoption, etc.
• Owned (marketing you own or can build): Website, email list, social media presence, promotions, etc.

These are all the tactics that will support your strategy. Be as exhaustive and creative as you can.

Step 2: Build your schedule

Marketing a book can start 6-12 months before a book publishes. This isn’t just setting the groundwork. Events, select media outlets, and a strong social media platform have long lead times.

Much more.


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