The Ultimate Book Promotion Checklist

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Should You Pay for Book Marketing Services?

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If you’ve self-published a book, you’ve probably wondered whether paying for book marketing services is worth the investment. With countless companies and consultants promising to boost your sales, build your platform, and make your book a bestseller, it’s tempting to dive in. But is it the right move for you? Let’s break it down.

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What Are Book Marketing Services?
Book marketing services are professional offerings designed to promote your book and increase its visibility. These services range from running advertising campaigns to organizing book launches and securing media coverage. Common services include:
– **Social Media Campaigns**: Managing posts, ads, and engagement.
– **Email Marketing**: Building and nurturing your reader list.
– **Advertising**: Running ads on platforms like Amazon, Facebook, or BookBub.
– **Public Relations (PR)**: Securing interviews, reviews, or media mentions.
– **Promotional Listings**: Getting your book featured on discount or free book platforms.

Prices for these services vary widely, from a few hundred dollars for basic campaigns to thousands for comprehensive packages.

When Paying for Book Marketing Makes Sense
Paying for book marketing services can be worthwhile under certain circumstances. Here are some scenarios where it might make sense:

1. You Have a Marketing Budget
If you’ve set aside funds specifically for marketing and understand the potential return on investment (ROI), paying for professional help can save you time and accelerate results. Just make sure the services align with your goals.

#### **2. You Lack Time or Expertise**
Effective book marketing requires a lot of time and know-how. If you’re juggling a full-time job or other commitments—or if marketing feels overwhelming—outsourcing can free you up to focus on writing.

#### **3. You’re Promoting a High-Potential Book**
If your book has strong market appeal (e.g., it’s part of a popular genre, well-written, and professionally packaged), marketing services can help it reach its full potential. Books with broader appeal tend to perform better with paid promotion.

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### **When Paying for Book Marketing Might Be a Waste**
Not all books are ready for paid marketing, and not all services are worth the cost. Here’s when you should think twice:

#### **1. Your Book Isn’t Professionally Prepared**
Marketing won’t fix a book with an unpolished cover, poor editing, or lackluster formatting. If your book isn’t up to market standards, focus on improving it before spending money on promotion.

#### **2. You Don’t Have a Clear Goal**
Are you trying to grow your email list? Generate sales? Build your brand? Without a clear objective, it’s easy to waste money on ineffective campaigns.

#### **3. You Don’t Have a Reader Magnet/Email List in Your Book**
If your book doesn’t include a reader magnet—a free bonus offered in exchange for joining your email list—you’re missing a key opportunity to turn readers into loyal fans. Paid marketing can drive sales, but without a way to capture your readers’ information, you won’t build an audience for future launches. Adding a reader magnet is free and can significantly increase your long-term marketing effectiveness.

#### **4. You’re Relying on Marketing to Fix Low Sales**
If your book isn’t selling, marketing alone isn’t always the solution. Poor sales could be due to issues like unclear targeting, poor metadata, or weak reviews. Identify and address the root cause first.

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### **What to Look for in Book Marketing Services**
If you decide to invest, choosing the right service provider is crucial. Here’s what to keep in mind:

#### **1. Transparency**
Look for companies that clearly outline what they’ll do for you, how they’ll do it, and what results you can expect. Avoid vague promises like “We’ll make your book a bestseller.”

#### **2. Proven Experience**
Check for testimonials, case studies, or portfolio examples. If a company can’t provide proof of past success, consider it a red flag.

#### **3. Alignment with Your Goals**
The services should match your needs. For example:
– Want more reviews? Look for a service that specializes in ARC (Advance Reader Copy) distribution.
– Need ad management? Ensure the provider has experience with platforms like Amazon or Facebook.

#### **4. Realistic Pricing**
Beware of companies charging exorbitant fees without guaranteeing results. Likewise, avoid services that seem too cheap—they may lack the expertise or resources to deliver quality work.

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### **DIY Book Marketing: An Alternative**
If you’re not ready to pay for marketing services, you can achieve a lot on your own. Here are some cost-effective strategies:
– **Leverage Social Media**: Build an organic following by posting consistently about your book and related topics.
– **Start an Email List**: Offer a reader magnet to encourage sign-ups and engage with your audience through regular newsletters.
– **Run Your Own Ads**: Platforms like Amazon and Facebook allow you to start small and scale up as you learn.
– **Collaborate with Other Authors**: Cross-promote with authors in your genre to reach new readers.
– **Submit to Book Promo Sites**: Services like BookBub, Bargain Booksy, and Freebooksy often deliver excellent ROI for discounted or free book campaigns.

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TL;DR
Should you pay for book marketing services? The answer depends on your goals, budget, and the current state of your book. If you have the funds and your book is professionally prepared, outsourcing can save time and help you reach new readers. However, if your book isn’t ready or your goals aren’t clear, you’re better off refining your approach or trying DIY marketing first.

In the end, no marketing service can guarantee success. The most important factors are the quality of your book, your understanding of your audience, and your commitment to promoting it consistently. Paid services can amplify your efforts, but the foundation of your book’s success ultimately rests in your hands.

No Book Sales on Amazon KDP? Read This

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Let’s have an honest conversation about something many authors struggle with – that complicated feeling when you say you wrote your book “just for yourself,” but deep down, you’re disappointed by the lack of sales.

The Creative Contradiction

You told everyone (and yourself) that you were publishing this book purely for personal satisfaction. “I don’t care if it sells,” you said. “I just wanted to tell my story. I just want to hold my book in my hands.”

And you meant it – at least, part of you did.

But now your book is out there, and the silence is deafening. The sales report shows single-digit numbers, and suddenly, those “I’m just doing this for me” declarations feel a bit hollow. You find yourself checking your sales dashboard multiple times a day, hoping to see some movement. You’re feeling frustrated, maybe even a little hurt, and you’re probably wondering why.

If you secretly thought that just putting your book on Amazon was going to be enough and now you are disappointed and feel betrayed, we did a whole article about that right here.

Why We Tell Ourselves the “Just for Me” Story

Let’s be real – saying we’re writing “just for ourselves” is often a protective mechanism. It’s safer than admitting we hope others will read and love our work. After all, if we claim we don’t care about sales or readers, we can’t be disappointed when they don’t materialize, right?

But here’s the thing: if you truly wrote the book just for yourself, you wouldn’t have published it. You would have saved it in a private folder on your computer or printed a single copy for your bookshelf. The act of publishing inherently implies a desire to be read.

The Truth About Wanting Readers

There’s nothing wrong with wanting people to read your work. In fact, it’s completely natural. Writing is, at its core, an act of communication. When we write something, we’re trying to share a story, an idea, or an experience with others. Wanting that connection doesn’t make you less authentic or more commercial – it makes you human.

Bridging the Gap

So how do you reconcile your artistic integrity with your desire for readers? Start by being honest with yourself:

If you genuinely want to share your work with others, acknowledge that. It doesn’t diminish the personal value of your writing. You can write something deeply personal and meaningful to you while also making it accessible and appealing to others.

Consider this: some of the most beloved books in history were deeply personal to their authors, but they were also crafted with readers in mind. The personal and the commercial aren’t mutually exclusive.

Moving Forward

If you find yourself in this situation, you have two honest paths forward:

1. Embrace the truly personal nature of your work. Accept that it might not have commercial appeal, and be genuinely okay with that. There’s nothing wrong with creating art purely for yourself.
2. If you want readers, acknowledge that desire and learn what it takes to reach them. This might mean studying your genre, understanding reader expectations, and yes, learning about book marketing.

Finding Your Balance

Remember, there’s no shame in either choice. What matters is being honest with yourself about what you want. If you decide you do want readers, that doesn’t mean compromising your artistic vision – it means learning how to bridge the gap between your creative expression and your readers’ needs.

And if you truly did write your book just for you? That’s wonderful too. Just make sure you’re not hiding behind that statement to protect yourself from potential disappointment.

The Path Forward

Whatever you decide, own your choice. If you want readers, start learning about your target audience. Study successful books in your genre. Join writing communities. Learn about marketing. Put in the work to reach the readers you want to connect with.

If you genuinely prefer to keep your writing personal, celebrate that choice too. Not every creative endeavor needs to be monetized or widely shared to be valuable.

Just remember: there’s no wrong choice here. The only mistake is not being honest with yourself about what you really want.

Your work matters, whether it reaches one reader or one million. The key is aligning your actions with your true goals, whatever they may be.

What is Search Engine Optimization? Why Do You Care?

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You’ve probably heard the term “Search Engine Optimization” or SEO thrown around, but what does it actually mean? And why should authors—people who write books, not blogs—care about it? Let’s break it down in simple terms.

What is SEO?

SEO stands for Search Engine Optimization, which is just a fancy way of saying you’re making your online content easier for people to find. When someone types a question or keyword into Google, Amazon, or any other search engine, SEO is what determines which results show up first.

For authors, SEO is about optimizing your book listing, author website, blog, or even social media content so that readers can find you when they search for books or topics in your genre.

Think of it as creating a trail of breadcrumbs that leads readers straight to your book.

Why Should Authors Care About SEO?

1. Your Book Needs to Be Found
   • Writing a great book is step one. Step two is making sure people know it exists. SEO helps your book get discovered by readers who are already looking for something similar.
2. Amazon is a Search Engine
   • Many authors don’t realize that Amazon itself is one of the world’s largest search engines. Readers type in keywords like “cozy mystery with cats” or “dystopian sci-fi”—and SEO determines whether your book shows up.
3. Stand Out in a Crowded Market
   • There are millions of books on Amazon. SEO can help your book stand out by matching it with the right keywords, categories, and audience. If you’re not using SEO, you’re leaving your book’s visibility up to chance.
4. Drive Traffic to Your Author Platform
   • If you have a website, blog, or newsletter, SEO can help direct traffic there. The more people visit your site, the more chances you have to connect with them, sell books, or grow your email list.
5. It’s Cost-Effective
   • Unlike paid ads, SEO doesn’t require you to spend money. It’s all about tweaking your content to make it more discoverable. Once you’ve set it up, it keeps working for you in the background.

How Authors Can Use SEO

Here are a few practical ways authors can incorporate SEO into their marketing:

1. Optimize Your Amazon Book Page
   • Use keywords in your book’s title, subtitle, and description. Think about what your ideal reader would type into the search bar.
   • Choose the right categories and subcategories for your genre.
2. Leverage Your Author Website
   • If you have a blog, write posts that tie into your book’s themes or topics. For example, if your book is about baking, write a blog post about “5 Tips for Perfect Sourdough Bread.”
   • Include keywords that readers might search for in your blog posts and page titles.
3. Use Keywords in Metadata
   • Metadata includes things like your book’s title, subtitle, keywords, and even the tags you use on your website. Be strategic about including terms your readers are searching for.
4. Create Evergreen Content
   • Blog posts, YouTube videos, or social media posts that remain relevant over time can bring in consistent traffic. For example, a post titled “How to Write Your First Fantasy Novel” can attract aspiring writers for years.
5. Use Social Media Strategically
   • Even your social media profiles and posts can benefit from SEO. Use hashtags and keywords that align with your book’s genre or audience.

What Keywords Should Authors Be Optimizing For?

Keywords are the bridge between your book and potential readers. As an author, you should focus on keywords that reflect the genre, themes, and audience of your book. For example, if you’ve written a historical romance, keywords like “Regency romance” or “Victorian love story” might be perfect. Think about what your ideal reader would type into Amazon or Google to find a book like yours.

To find the best keywords, tools like Publisher Rocket can be invaluable. Publisher Rocket helps authors uncover high-traffic, low-competition keywords that can improve your book’s discoverability. It’s a great way to take the guesswork out of keyword research and focus on terms that will actually drive results.

SEO Isn’t Just for Tech Experts

The good news is you don’t have to be a tech genius to use SEO. It’s really about understanding your audience and speaking their language. Think about what they’re searching for and make sure your content—whether it’s your book description, website, or blog—matches that.

When done right, SEO can act like an invisible marketing assistant, helping readers find your work without you having to hustle 24/7. And who doesn’t want that?

How Social Media Fits Into Your Author Platform

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In last week’s post on author platform, I broke down the main ‘ingredients’ to your author platform. Today, and in subsequent weeks, I will break each one down into small chunks, starting with social media.

Let’s deconstruct.

What’s great about social media is that we are content curators. What does that mean? It means we share content that we feel resonates in some way with the people who follow us. It’s not the ‘all about me’ channel.

From the article: 

• Social Media: (typically Twitter, a Facebook, Google+ (or G+ page), and one more visual channel (YouTube, Pinterest, Instagram). Many link to each other so it’s easy to say, post on Instagram and share also on Facebook or Twitter. Keep in mind that social media is not free advertising, nor is it the place to spam ‘Buy my book!’ links. It’s about connecting and building relationships.

TWITTER 

Twitter is by far my favorite social platform, because I love the amount of information and learn so much from others. I’m also able to connect with readers, book bloggers, and book reviewers, any author’s main target. Twitter (or any social media network) won’t sell books for you — it’s not free advertising (a mistake too many authors make); it’s a wonderful way to connect with your reader base, share information not related to your books (more below), and allow readers a peek, if you will, into who you are as a person. If you still think Twitter is about what you ate for lunch, you have MUCH to learn.

What I do. Here’s how I use Twitter for my author account:

• I share something about every 2 hours (using Hootsuite primarily to schedule things in) while also live tweeting when my writing is done
• I share quotes by favorite authors — beautiful, lyrical quotes that resonate with me in some way
• I share links to blog posts that I’ve written on Huffington Post, here on BookPromotion.com, on my two blogs (author and business) as well as posts by others.
• I share pictures curated from all over the web (primarily Pinterest and Flickr), anything colorful (flowers) or beautiful (landscapes or cute animals or food) that catches my eye
• I will only very occasionally promote my current release Broken Pieces, and typically only when it’s on promotion, hit #1 on a list, or won an award
• I’ve created some visuals out of my poetry using Pinstamatic (a great free application), which allows me to share short excerpts or lines without being overly ‘salesy.’
• Occasional videos, if they resonate with me.

Branding is important here — you want to be consistent in what you share. So, for example, I share articles on my author account about books and book-related topics, social media, Nutella (what), sexual abuse, women’s issues, indie authors. I have created a dripfeed of relevant articles (I love Pluggio for this reason), which once a day (or more, you can set it to any schedule you want) drips news articles onto my feed. This saves me so much time and I’m still able to share ‘branded’ content that’s not all about me.

Spam. As mentioned above, spamming your links to your own books over and over is about as exciting to readers as watching Curling on the Olympics. Skip it. It’s ineffective, annoying, LOUD, and will not help your sales. Your entire platform — all the various places you share and write — plus advertising and optimization (using keywords/key phrases) will do more for your sales than spamming links on Twitter.

Timing. Though I schedule in and live tweet throughout the day, my feed is busiest in the early morning and early evening. I find that being present at those times is helpful to optimize interactions. It’s different for everyone, though. Check out (free) Tweriod for a personalized report of your optimal engagement times.

FACEBOOK 

While not a huge fan of Facebook, I’m there because my readers are. Most people have a Facebook personal account — even if they rarely use it. As authors, we are required to have a Page (where people ‘like’ it) as opposed to selling a product or service on our personal (friend) wall. Those are Facebook’s official guidelines. Creating a page isn’t difficult or really very time consuming.

I find that I connect with people at a deeper level — meaning real conversations — on my personal account. That carries over to sharing promotional news and updates on my official ‘author’ page or business page (I keep them completely separate, mostly because well, the branding is totally different).

Facebook can be very distracting for me, so I only check in a few times throughout the day. Nighttime is the most active for my friends and followers on this channel, so I spend more time there interacting, sharing, and connecting at night.

GOOGLE+

I find this platform to be helpful in that it’s a Google product, so anything I post there shows up in Google. That’s a win. I’m definitely not as interactive there as I should be, but I check in at least twice daily.

SOMETHING VISUAL 

I avoided Pinterest and Instagram for a long time because well, they seemed confusing. They’re not. I enjoy Pinterest — I find wonderful pictures to share (always giving attribution, of course) as well as utilizing it as a place to share some of my poetry and that of my favorite poets. The only limitation you will find on Pinterest is what to focus on — it’s like going to Original Cheesecake Factory and looking at their book of a menu — how does one choose?

Same branding concepts apply: create boards and pin what interests you.* It’s not difficult, but it can be a time suck. Set a time if you have to.

(*I hear a lot of whining from men that Pinterest is too girly — like any channel, it is what you make it. Yes, there are tons of wedding boards, but I don’t look at those. You can enter just about ANY topic into Search, and someone, somewhere will have pinned it. It’s a great resource and easy to share on other channels.) I also love the ‘group’ boards — a wonderful way to connect with others who have similar interests.

Instagram is easy to use on your smartphone and convenient: snap a pic, share a pic, and it goes to Facebook or Twitter if you choose. Visuals are more memorable and stimulating for us humans — pick one visual format and use it frequently. Not hourly, not even daily, but more than once every few months.

Finally, if video is your thing, YouTube is a must. Create your own videos, share relevant, related content.

TIME 

Nobody has enough time in their day to be everywhere, all the time. What you CAN do, however, is use time-saving applications (all with limited free options) like Hootsuite, Pluggio, and ManageFlitter (that’s my trifecta, right there) to schedule, follow/unfollow, find relevant articles, etc., to curate the content you want to share the most.

What are you thoughts on Twitter, Facebook, and the other channels? Have you found it to help or hurt your writing and sales? Be sure to come back next week, where I will review blogging and website optimization!