The publishing landscape is changing all the time. And perhaps even more rapid, is the speed at which the marketing tactics and tools change. Whether you’re traditionally published or indie, there is an overwhelm of options for distributing your content and drawing in readers.
Some feel stretched too thin. Others chase the shiny new object (looking at you Threads). Still, the reality is that the best author marketing strategy is one that incorporates platforms you yourself enjoy using with some good old fashioned consistency.
These are the top ten marketing tools authors should familiarize themselves with in 2023.
TikTok
Let’s talk about the new kid in town. While TikTok has been around since 2016, it’s only recently that the word is out on just how good this social media app is for book lovers.
The community of readers, otherwise known as #BookTok, consists of veracious bookworms who can take a book from unknown to “sold out everywhere” seemingly overnight. Now this is not to say that authors can just hop on there and hit the New York Times bestseller list, but this space is still relatively early in its lifespan and the opportunity for growth and reach continues to climb.
For authors like Jeneva Rose, a hilarious take on a terrible review and a charismatic sidekick (AKA her husband Drew) has led her to a massive following of fans that most certainly has contributed to her skyrocketed sales and success.
Like with any social media platform, finding your own hook on TikTok and delivering content consistently is the key. Follow the #BookTok hashtag and get familiar with what the reading community is doing there and then post until you find your people.
Though Instagram is now considered an elder in the social media sphere, it still seems to be a top place where readers congregate. Unlike Facebook and Twitter (X) that seem to have lost most their usefulness for reaching readers, Instagram, or more accurately #bookstagram, continues to draw the attention of millions of book lovers with it’s aesthetic appeal and familiar format.
Though this is a great option for many authors, it’s worth pointing out that growth on Instagram (especially compared to TikTok) isn’t what it used to be. Attracting followers is slow and authors would still do well to adopt a video strategy as Reels tend to have a much larger impact than posting photos and graphics alone.
BookBub
There really is no competition when it comes to BookBub’s ability to reach hungry readers hoping to score bargain ebooks. The process to apply has become smoother, though the competition is still fairly stiff.
For the most part, authors can expect that a BookBub promotion will not only land them hundreds, if not thousands, of new readers, but as long as you aren’t running a free promotion, you can almost always at least earn back the cost of the ad.
As far as ebook promotions go, BookBub continues to be the gold standard. In many cases, it will push an authors book to the top of their category at some point during the promo. (This was the day after my BookBub promo went live.)
If you aren’t able to get a BookBub, there are many other ebook promo sites that are cheaper and easier to land a spot with that can deliver similar results when combined.
Goodreads
If it ain’t broke, don’t fix it. This isn’t Goodreads slogan, but perhaps it should. Though there has been little to no aesthetic or conceptual change over the years, Goodreads continues to be a major place where readers congregate and review.
At a bare minimum, every author should make an effort to grab their profile and make sure it’s polished. Offerings like ads and giveaways still deliver results for authors. Furthermore, encouraging your readers to leave a review on Goodreads has never been more important.
Now that Amazon displays its own reviews as well as Goodreads’ on your product page, you’ll want to make sure those platforms are both well tended.
Flodesk
There is no shortage of email marketing platforms available to authors. Despite email feeling like old news, it is still the most consistent way to reach out to your readers directly. Social media doesn’t give you that guaranteed one-to-one interaction that email does, so it should still be a part of any authors plans for building a platform.
That being said, there’s no reason we can’t go for a little upgrade in the style department. In terms of good looking emails your audience will be excited to read, Flodesk has the best offering. Easy to use templates that catch the eye are what they do best. Not to mention the price point on the service is very reasonable.
Canva
Though Canva doesn’t provide a direct marketing benefit, it’s an essential tool nonetheless. Given the highly visual nature of the online world today, you’ll undoubtedly discover quickly that there’s a nearly constant need for promotional graphics and photo editing.
Furthermore, it can be an easier space to work in when you’re creating Instagram Reels, Stories or TikTok videos with its large database of graphic elements, fonts and stock photos.
Amazon Ads
Love it or hate it, the Bezos-owned behemoth is the number one place where readers buy books. Though it has taken a while to develop, the ads platform on Amazon is a reasonable place for any author seeking paid reach. Meeting readers where they already are and reducing the barrier between their buying desire and your books, isn’t a bad thing.
Keep in mind that anytime you cross over from organic marketing to paid advertising, there’s a bump in the learning curve and usually a period of testing before you dial in a working campaign. Nonetheless, it’s worth the effort to give it a try, especially for indie authors who have a better opportunity to break even or profit from advertising.
BookFunnel
This platform is primarily one used in the indie community, but pending any restrictions from your publisher, traditional authors might be able to benefit as well. BookFunnel was designed as a secure way to deliver reader magnets to your audience.
Some will make book one in a series perma-free or offer a free novella or even just a bonus chapter. With this resource, you can affordably deliver a high quality version of the material in a format that’s compatible with all tablets and readers.
This is a great way to grow your email list and offer a “sample” of your work to entice readers.
Substack
Another fairly new platform, Substack, has taken the place of personal blogging and made it something closer to a social media experience. Not only will you be able to reach readers a little easier than you might posting to your own website, but there are ways to monetize interactions and collect emails through the platform so that you can stay in touch long term as well as create another stream of income.
For nonfiction authors in particular, creating article or blog content can be a great lead into your book. Though fiction authors can likely find a niche too, this tends to be most advantageous for nonfiction writers.
Podcasting
Whether you’re starting a podcast, advertising on one or pitching yourself to be a guest on someone else’s, audio is fast becoming the medium of choice for adults. Particularly when it comes to interviews, if you are going to put your PR efforts anywhere, it seems like podcasting is the place to go. Not only are there a humungous number of them out there, but they just continue to grow in popularity year over year.
Starting a podcast may be a little daunting (not to mention it takes time to build up an audience), but it can be an effective way to find your fans and keep them around for the long term. Still, it isn’t for everyone. When your book is ready for release, make sure to pitch yourself to podcasters for opportunities to get in front of their audiences.
Marketing your book in 2023 is no easier or harder than in years before. Platforms come and go and authors who intend to have a long career discover that there is a fair amount of flexibility that has to go into your marketing plan. Nonetheless, the same rules apply regardless of where you show up online. Consistency is key. Post with regularity and don’t stop just because your book has been out for a while. New readers can be found on any day, month or year. Secondly, you are looking to solve a problem for your reader (not have your reader solve your book selling problem). Show up authentically for them and they will show up for you.
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