Self-Publishing Resources

Posted By Sue Collier on September 8, 2011

I recently received an email from an author who asked if her book, which she self-published in 2010, could still be promoted. My answer to her was a resounding “yes!” In fact, authors need to plan to constantly promote their books if they expect sales to continue after the initial launch date.  John Kremer, author of 1001 Ways to Market Your Book, says, “Do something every day to market each of your books—for three years.”

So how can you generate renewed interest in a book that was published a year ago or more? Here a few ideas: (Note that these tips are also useful even if your book was just published.)

1. Blog regularly. Not only is this a way to establish yourself as an expert in your field, but it’s a great way to increase traffic to your site. (Search engines love the fresh content a blog generates.) I talk to too many authors who are gung-ho about starting a blog, but they peter out and stop posting regularly when they realize they won’t collect a thousand followers in the first month. It takes time—and regular posting (at least two or three times a week)—before you can expect to build a following. Don’t forget that part of blogging yourself is participating in conversations on other blogs in your area of expertise.

2. Organize a second—or third—online virtual book tour. Even if you had one as part of your initial book launch, you can obtain renewed momentum by holding a second tour. It’s fine to hit up some of the same blogs, but expand your horizons and see if there are other bloggers who would be available to host you a second time around. Plus, if you’ve been blogging regularly and commenting on other blogs, you probably have created new blogging relationships.  Make sure message is not just a repeat from your last visit to blogs; have something new and fresh to say.

3. Arrange interviews with bloggers in your genre and radio hosts interested in your subject matter. This is a win-win since it provides them with valuable content and you with valuable publicity. Include these as part of your virtual author book tour initially, but you can continue to schedule interviews even after your initial publication. As long as your book is for sale, the promotion push should be ongoing.

4. Become a resident expert in your genre on LinkedIn. If you haven’t taken advantage of the myriad groups on this social networking site, you could be missing out in a big way. In my area of self-publishing, there are literally dozens of groups I participate in, answering questions, offering advice, and giving my opinion. Frequently, these result in people reaching out to connect with me (helping to grow my author platform) or asking where they can buy my book or how they can hire me to help them with their own project. Just remember that blatant promotion is a no-no on social networking sites. Consider this relationship building only.

5. Hold teleseminars to promote your book and your message. Author and marketing expert D’vorah Lansky, in her new book Book Marketing Made Easy, writes that teleseminars are “a powerful way to connect with your audience and build a relationship…. This will give them a sense of who you are and provide a way for them to get to know you.” She goes on to explain that it will also help establish you as an expert and create a sense of trust as you become” real” to people.

What if your book has a short “shelf life”? Perhaps new technology has rendered it outdated, even after just a year or two. Consider updating the book with new information—the general rule is about 30 percent new material—and re-releasing it as a new, updated edition.

I would love to hear from authors on what you’ve found has worked for you in promoting your book after it’s been out for a while.

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