Here’s another post from Ronita Mohan, one of this blog’s favorite guest bloggers. Book marketing is like building on quicksand: just when you think you know what’s what, everything changes. Thankfully, Ronita shares here some tips about the book marketing trends for the new year.
Ronita is a content marketer at Venngage, the online infographic and design platform. She is an avid reader with an interest in mystery fiction, history, graphic novels, marketing, and diversity. Twitter: @Venngage
How To Market Your Book In 2020
The marketing world is in constant flux, and book marketing ends up being impacted by these changing trends.
In 2020, certain aspects of book marketing will remain the same. For example, social media and networking will be just as important as they’ve always been.
But you also need to know about the new ways you can use the digital sphere to reach your audience in 2020.
1. Year-Round Promotions
Book promotions have generally been limited to the run-up to a book launch and for a short time after. But in 2020, this particular aspect of book promotions is going to change.
Instead of setting aside a specific period of time during which to aggressively promote an upcoming book, authors are going to find more value in promoting all-year-round.
This ties into two aspects of the digital marketing sphere. One, that audiences no longer appreciate being promoted to.
The denizens of the internet want news and entertainment when they visit social media—advertising and promotional content needs to be sparse and far between.
Secondly, authors are being viewed similarly to influencers and celebrities—they need to create their own personal brand.
This can best be achieved by promoting your book throughout the year. Ideally, this will be via subtle endorsements instead of heavy marketing gimmicks.
Book marketing is going to need not just a change in technique but also in mindset to be successful in 2020.
2. Quality, Not Quantity
As one would expect from reading point one, too much promotional content will lose authors their audience, and prospective sales.
The focus has to now be on the quality of the content, not quantity. Don’t write a blog post every day if you have nothing to write about—but when you do, pack it full of great content.
Share writing tips, publishing tips, personal experiences from the book world. Educational content like this is incredibly popular for your audience.
The same goes for social media. Maintain your presence on social platforms by sharing insights into your day and your writing life, but don’t bombard readers with messages.
Use infographic tools or a quiz makers to create attractive content that will encourage your audience to engage with you.
Make your audience feel excited to see your posts by limiting them but ensure they pack a punch so people keep coming back for more.
3. Email Marketing
Nicholas has written a whole series on email marketing, covering everything from How to Create the Perfect Email Opt-in Form to Proven Email List-Building Techniques and Top 7 Email Marketing Strategies For Self-Published Authors.
In 2020, email marketing is going to yield results, more than social media, or video marketing, or even SEO.
People are still more likely to check the emails they receive after subscribing to your site—and they will interact with those emails.
The conversions you will see with email marketing cannot be discounted. So, spend your time in 2020 building up a strong subscriber list who will boost your conversions.
As for creating quality emails, take a look at these newsletter examples for inspiration.
4. Personalized Advertising
Not all authors can afford digital advertising, but it can increase your follower numbers and boost website traffic, as well as sales.
If you can spend on advertising, do it. The price for sponsoring a post or creating an ad isn’t as prohibitive as it used to be. Take a look at these Facebook advertising tips and read Nicholas’ series of posts on Amazon Advertising for some expert advice on the subject.
But if you are going down the advertising route, do some research in advance. Look at the analytics generated on your social media so you can understand your audience.
Personalization has become huge in advertising. If you can segment your audiences and create tailored Facebook, Instagram, or Twitter ads for them, you will see success in 2020.
5. New Social Platforms
This is a tricky one and not something you can really prepare for—social media has a habit of adding new platforms every so often. If you don’t believe me, check out Nicholas’ post on the number of active social media users for 2019.
Snapchat was the newbie all this while, but now the latest platform to take the world by storm is TikTok. In 2020, who knows what it will be?
But that doesn’t mean you can’t have an open mind about it. TikTok is a great deal of fun and appeals to younger audiences.
If your target readership is young, you could look at joining TikTok, just for fun, but also to reach out to your audience.
The point is, don’t be afraid to try new things. If it works for you, great! If it doesn’t, you don’t have to stay on the platform.
Not all social platforms have the same kind of appeal to audiences. Choose the ones that work best for you and create the best content you have for those platforms.
6. Long-Tail Keywords
I don’t want to get too technical here but there are a couple of SEO-related changes happening that will affect book marketing in 2020.
First up is the rise of voice search. Because of the popularity of devices like Amazon Echo, iPhone’s Siri, and Microsoft’s Cortana, search engines have had to adapt.
People aren’t simply typing in words like ‘book+author’. They are asking questions like:
Alexa, what is the name of the book about dragons by such and such author?
You can see how that impacts your SEO strategy, can’t you?
Another change affecting SEO is the zero-click result—when Google effectively answers your query via a snippet on the first search page.
Google takes the information from the most popular content and answers the question so the user doesn’t have to click on anything.
So, how do you bypass these changes?
Use long-tail keywords—such as phrases and questions, not just one or two words—in the title of your content, across the body, and in the alt-text for your visuals.
Regular search isn’t going anywhere, but you should be aware of how voice search and zero-click results will impact your content marketing efforts.
7. Chatbots
Chatbots don’t directly impact authors, but they are a phenomenon that is fast taking over the world, so you should know about them.
Take a look at this piece on the history of chatbots to understand why you should be considering them for your content marketing.
In essence, chatbots are far more sophisticated now than they have ever been, and they are only going to get better.
They’re a great way to engage visitors on your website and on social media (Facebook chatbots are a thing!) and can answer quick queries in case you aren’t online.
Use them to answer questions about your books, characters, etc. There are a number of inexpensive chatbot sites that can make attractive and interactive chats for you without breaking the bank.
Conclusion
While many aspects of book marketing are going to stay the same, there are innovations that you should know about.
The important thing to remember is that people are looking for quality reading, posts, and articles online.
Your readers don’t need to see you every day, but they need to like whatever you do present them.
Whether you are doing your marketing yourself, or your publisher is doing it with you, may your efforts be fruitful and successful!
jenanita01 said:
I shall be reading this article with great interest, for it covers all of my concerns for the new Year!
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Nicholas C. Rossis said:
I don’t think you’re the only one! It’s so hard keeping up 🙂
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beetleypete said:
Thanks to you and Ronita for the tips, Nicholas.
I wish you and your family a very happy new year for 2020.
Best wishes as always, Pete.
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Nicholas C. Rossis said:
Thank you, Pete! May 2020 bring you nothing but joy and sunny weather 🙂
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The Story Reading Ape said:
Reblogged this on Chris The Story Reading Ape's Blog.
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theshammuramat said:
Reblogged this on theshammuramat and commented:
Great tips!
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robbiesinspiration said:
A most interesting post, Nicholas. I have noticed the all year round promotional trend. Thanks for sharing.
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Nicholas C. Rossis said:
Thank you, Robbie! In a sense, everything’s new and everything’s the same 🙂
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OIKOS™-Publishing said:
From me best thanks for the great tips too, Nicholas! If i am right informed, you will celebrate Christmas a little bit later? 😉 Hope you have a wonderful holiday season. Best wishes, Michael
As i heared today, you got the snow just in time for preparing a fantastic Christmas. 🙂
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Nicholas C. Rossis said:
Thank you, Michael! Unlike the Russian Church, we Greek Orthodox celebrate Christmas on the 25th, like most everyone else. Still, I could be tempted to celebrate once again on the 6th if that means getting twice the presents 😀
As for snow, there’s not much of that, I’m afraid. We had some sleet earlier today but it’s rained too much for any snow to stay on the ground. Having said that, villages about 10 kms from us are snowed in.
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OIKOS™-Publishing said:
Hey, nice new news. Sorry, i am not so up to date, since i left our theological courses. Yesterdays our TV aired snow in Greece. We actually have not, but this is really no problem. Best wishes, Michael
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Marina Costa said:
Reblogged this on Marina Costa and commented:
Interesting to see how much WE can adapt from these…
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Don Massenzio said:
Reblogged this on Author Don Massenzio and commented:
Check out this great post from Nicholas Rossis’ blog with How To Market Your Book In 2020
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Smorgasbord - Variety is the Spice of Life. said:
Reblogged this on Smorgasbord Blog Magazine and commented:
Marketing books is evolving and whilst the basic elements remain the same, there is a need to keep up with new trends and technology.. particularly of interest to me is long-tail keywords… This post is worth heading over to read before you market your book in 2020… here is a snippet from Nicholas Rossis to get you started
Here’s another post from Ronita Mohan, one of this blog’s favorite guest bloggers. Book marketing is like building on quicksand: just when you think you know what’s what, everything changes. Thankfully, Ronita shares here some tips about the book marketing trends for the new year.
Ronita is a content marketer at Venngage, the online infographic and design platform. She is an avid reader with an interest in mystery fiction, history, graphic novels, marketing, and diversity. Twitter: @Venngage
How To Market Your Book In 2020
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V.M.Sang said:
Thank you both for the hints and tips. I will be bookmarking this for future reference.
A very Happy New Year to both of you.
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Nicholas C. Rossis said:
May 2020 bring you nothing but joy and success 🙂
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dgkaye said:
Thanks so much for this. Happy New Year!
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Nicholas C. Rossis said:
You too, Debby! Thank you for everything. May 2020 be your best year yet 🙂
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dgkaye said:
Amen! And thank you! 🙂
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K.M Jenkins said:
Reblogged this on K.M. Jenkins.
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wilfredbooks said:
Very helpful, thanks Nicholas. Happy new year to you 🙂
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Nicholas C. Rossis said:
You too, Jon! Thank you for all your support this year, it’s much appreciated 🙂
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wilfredbooks said:
Reblogged this on Wilfred Books and commented:
Useful information on how to market your book in 2020.
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kimwrtr said:
Reblogged this on Kim's Musings.
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acflory said:
Thank you! The ‘long-tail’ and ‘zero click’ info was particularly interesting.
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Nicholas C. Rossis said:
Thank you so much! I’m glad you thought so 🙂
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acflory said:
I’m terrible at marketing so I need all the help I can get. 😀
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Nicholas C. Rossis said:
99% of us suck at it, if it’s any consolation. I learn something new every day, and it’s my bloody job!
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acflory said:
lol – now /that/ does make me feel better! Thanks. 😀
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Mary Smith said:
Thank you, I think! I’ll need to read this several times as I didn’t understand half of it 🙂
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Nicholas C. Rossis said:
Lol–sorry! It looks like we have to be master marketers as well as writers to get anything done, nowadays 😀
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linesoflisteningblog.wordpress.com said:
Reblogged this on Lines of Listening blog and commented:
Marketing information for this decade.
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linesoflisteningblog.wordpress.com said:
This is a well-written article full of tidbits that will sharpen our writing and marketing skills.
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D. Wallace Peach said:
Okay, so I’m completely overwhelmed. Ha ha. I have to read this again very slowly and maybe pick one thing to do differently. 🙂 Thanks to you two marketing whizzes, Ronity and Nicholas, for sharing your wisdom!
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Nicholas C. Rossis said:
Lol–sorry, D! As I was just saying, we need to be marketers as well as writers nowadays!
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D. Wallace Peach said:
I know. I just keep hoping for a miracle. Lol.
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linesoflisteningblog.wordpress.com said:
I like the reference to chatbots. it motivated me to check out the meaning and history of this little idea. However, I found out that it is anything but little. Artificial Intelligence (AI) plays a vital role in this process and keeps a tally of our computer searches – I learned something new.
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Nicholas C. Rossis said:
How true! AI of this sort will become more transparent and play a vital part in the near future, it seems.
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teripizza said:
Thank you for a very helpful article.
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Nicholas C. Rossis said:
Glad you enjoyed it 🙂
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