BytetheBook hosted a particularly good event called ‘How Do you Market Authors and their Books?’
Introduced by Justine Solomons and chaired by Hermione Ireland (Marketing Director at Little Brown Book Group @hermioneireland) the evening covered a really good range of questions for both authors and those working in marketing in publishing.
They had a range of experts including Julia Silk (Literary Agent at Kingsford and Campbell @juliasreading), Truda Spruyt (Director of PR agency Colman Getty @TrudaSpruyt) and Kit Caless (Author and Publisher at Influx Press @KitCaless) to ensure we heard all sides of the story!
- It’s important to market yourself (or your author) not just your product. You need to creative and authentic.
- It’s vital to be resilient (perhaps more in publicity) where you get lots of no’s before you get yes’s.
- There was a split on the importance of social media with Kit saying it depends if the author is confident to do. Similarly events can work well if the author is behind it and has connections.
- Partnerships also work well if the author has a strong back story and connections.
- Everyone agreed it’s vital to get a marketing plan together at a very early stage – 3-6 months ahead of publication date and you either need time to do marketing yourself or money to pay someone to do it for you!
- Publishers should put together a detailed marketing plan for you with a budget that generally reflects the size of the advance.
- For self-published authors, be creative (Kit sends 2-300 advance copies with a hand-written note out to all the indie booksellers which generates strong advance orders).
- Metadata is vital to get right. There are various codes and key words that can be used and manipulated to gain visibility. In big publishers there are tech people doing this but you can put your book in several niche sub categories to reach a wider audience. You might be number 1 in a niche!
- Facebook advertising can be used effectively especially for genre publishing. And try Facebook Live which is free.
- Authors should think about their readers/audience as the book will need to go through a long selling chain if published by a publisher (Agent – Editor – Sales – Marketing etc) and they’ll all be asking – who will be interested in buying this book?
Thanks to the panel and Justine, founder of @BytetheBook and look forward to the next event!