Hello Reader,

I can hardly believe we've entered December. Of course, I lost a good chunk of this year to a major health crisis, so I'm really GLAD to see December and say goodbye to 2024.

I'm also REALLY glad to celebrate my 48th birthday this month. Because as my doctor reminded me recently, it wasn't guaranteed for a little while there.

And I'm even happier that against all odds, we were able to get my 2nd RomCom published this year, The Paris Predicament by Lexi Haddock. (Shout out to my writing accountability group, the Pickles! Love you so much!)

As I prepare for our December monthly workshop on developing your 2025 marketing strategy, I decided to share some of my best tips for planning for a book launch and ongoing marketing.

Whether you're getting ready to launch your FIRST book, or whether you're a seasoned book launcher, successful book sales come from more than just hitting "publish." Additionally, tools, algorithms, trends, and so many other things change on a regular basis, meaning, you may not see the results you want if you just COPY + PASTE your launch plan from year to year.

Strategic planning and a solid marketing approach are the keys to making your book stand out and resonate with readers. So let's dig into it!

1. Start Early: Strategic Planning is Key

Effective marketing begins long before your book is published. The earlier you plan, the more cohesive and impactful your launch will be.

• Set Clear Goals: Are you aiming to sell books, grow your email list, or establish your brand? Define your primary and secondary objectives.
• Assess Your Resources: Take stock of your budget, time, and available tools to shape a realistic plan.
• Timeline Planning: Create a timeline that includes pre-launch, launch, and post-launch activities. For example:
  • 6+ Months Before Launch: Identify your audience, finalize your book’s positioning, and start building buzz.
  • 3-6 Months Before Launch: Assemble a launch team, engage with beta readers, and establish partnerships.
  • 1-2 Months Before Launch: Start email marketing campaigns, finalize ARCs, and plan promotional events.
  • Don't forget your launch week and post launch activities!

Pro Tip: Use a project management tool like Trello or Asana to track tasks, deadlines, and progress.

2. Build a Rock-Solid Marketing Plan

A marketing plan is your roadmap to success. Here’s how to craft one:

• Define Your Audience: Know who your readers are, where they hang out online, and what kind of content they engage with.
• Position Your Book: Make sure your cover, title, and blurb align with the expectations of your genre. Readers should instantly recognize what your book offers.
• Choose Your Marketing Channels: Focus on platforms that will reach your audience effectively, such as Amazon & Facebook ads, social media, email newsletters, or in-person events.

Pro Tip: Research comparable books in your genre to see how successful authors market their work. Learn from their strategies and adapt them to fit your style.

3. Develop a Launch Team and Pre-Launch Activities

The success of your launch often hinges on the strength of your pre-launch efforts.

• Recruit a Launch Team: Your team of early readers and advocates will help spread the word about your book. Incentivize them with perks like exclusive content or acknowledgment in your book.
• Create a Buzz: Use social media, podcasts, or blog tours to get your audience excited. Share cover reveals, excerpts, or behind-the-scenes stories.
• Leverage Pre-Orders: Offering pre-orders can create urgency and provide a boost in sales rankings on launch day. Plus, we're launching a book today on Dec. 3rd, and she's already hit #1 in THREE categories before the book has even launched, due to a solid pre-launch marketing campaign strategy.

Pro Tip: Tie your pre-launch campaign to a theme or trending topic in your genre to make it more relatable and engaging.

4. Execute a Multi-Phase Launch

A well-structured launch unfolds in phases, allowing you to maximize reach and impact.

1. Pre-Launch: Build anticipation and grow your audience. Focus on growing your email list and setting up pre-orders.
2. Launch Week: Concentrate all efforts on creating a big splash. Use promotions, ads, and social media to drive sales and reviews.
3. Post-Launch: Keep the momentum going by running price promotions, hosting events, and leveraging your backlist (if applicable).

Pro Tip: Stagger your promotional activities to maintain consistent visibility over time. Marketing doesn't end at launch. Consider using free or discount download days with paid promo companies like Written Word Media for massive growth. We recently ran a stacked promo campaign and had over 3,000 downloads in ONE DAY and over 7000 in the month of November. I can't wait to see how many reviews come from these downloads!

5. Focus on Reviews and Long-Term Visibility

Reviews are the lifeblood of book marketing, especially on platforms like Amazon and Goodreads.

• Gather Reviews Early: Use your launch team to secure reviews in the first week.
• Incentivize Reviews: Offer a free chapter, audiobook sample, or other perks for honest feedback. (You just cannot promise anything in exchange for a review on Amazon. You can give them an ARC of your book, but you may not tell them it is IN EXCHANGE for a review on Amazon. Certainly ask them if they will, though!)
• Plan for the Long Haul: Continue building visibility by engaging with readers, participating in events, and leveraging paid promotions.

Pro Tip: Don’t neglect your backlist. Promote older books during new launches to cross-sell and build a loyal reader base. If you don't have a backlist - write more books! :-) Or find other ways to grow that reader base in the meantime.

6. Budget Wisely: Where to Spend Your Marketing Dollars

Marketing budgets vary, but here are some smart ways to allocate your resources:

• Paid Ads: Invest in Amazon ads, Facebook ads, or BookBub ads.
• Promotional Campaigns: Use services like Written Word Media or NetGalley to reach targeted audiences.
• Professional Support: Hire a freelance editor, graphic designer, or marketing assistant if you need extra help.

Pro Tip: Track your ROI (Return on Investment) to ensure your spending aligns with your goals.

7. Adjust and Refine Your Strategy

Every launch teaches you something new. Post-launch, evaluate your efforts to see what worked and what didn’t. Use this knowledge to refine your strategy for future books.

• Analyze Metrics: Track sales, downloads, and audience engagement. We'll have some training on this in 2025!
• Survey Your Audience: Ask your readers for feedback on your launch.
• Iterate and Improve: Apply these lessons, and some new things you'll learn along the way, to your next book launch. Never stop learning! That's one of the things we love about hosting the annual Women in Publishing Summit - there are always new things to be learned!

Final Thoughts

Launching a book successfully requires a balance of creativity, strategy, and persistence. By starting early, planning strategically, and continually refining your approach, you’ll set yourself up for long-term success as an author.

I hope you've found some value from this meaty post! Stay tuned for more tips on writing, publishing, and selling!

Write on!

Alexa

Alexa Bigwarfe

Publishing Consultant & Book Marketing Expert

PS - If you're looking for some down in the weeds training on creating your marketing strategy for 2025, join us Dec. 10th for our December monthly workshop on developing your 2025 marketing strategy.