You must develop a campaign strategy to reach your audiences. Once you have picked your primary and secondary audiences, it is time to move forward with connecting with these readers.
There are multiple ways to reach out to audiences. There are traditional media campaigns, online campaigns, multimedia campaigns, and event campaigns. Your campaign may include some or all of these types of campaigns. Your primary and secondary audience may be reached in different ways, and hence your campaign strategy may expand. What you choose to do depends on your audience.
Some audiences are best reached through TV, radio and print ads. A way to reach non-fiction book audiences is through BookTV.org. The traditional media approach is driven by the press releases and press kits. Authors book spots on TV and radio talk shows that connect with their content. They also stir up interest by garnering spotlights on news stations and newspapers.
Many authors choose to promote their books with book trailers. These are 60 to 90 second videos that advertise the core of you book. These videos are placed on sites like YouTube, Metacafe and DailyMotion. Entire sites stream book trailers; an example is BookTrailersForReaders.com. Some authors also choose to pay to have their trailers stream in front of popular online videos that might connect with their content.
Many authors leverage social media to reach their audiences. There are dozens of platforms: Facebook, Twitter, Tumblr, LinkedIn, Pinterest and more. Each social network reaches different readers. Authors also need a website and interactive blog as part of an online campaign. Many authors also go on blog tours to each audiences, buzzing their book at dozens of blogs that target appropriate audiences. Social media campaigns have many pieces, and it's often useful to manage your advertising content through social media management sites like Hootsuite, Tweetdeck, and SocialOomph.
Some authors book events to interact directly with readers. They have book signings at bookstores and libraries, attend book festivals, and set up booths at tradeshows for librarians. For many genre authors, there are conventions celebrating specific genres, and authors offer talks and read at these events. Some authors pair up with non-profits and host a charity event to promote their book and a worthy cause.
Finding your audience can be a complex journey. Some authors do it all on their own, but many seek the help of publicists, freelancer web designers, and media production companies to connect with their audience. Other authors look to professional book promotion companies to navigate the complex waters of book promotion. At the end of the day, choose what works for you and your budget.
Great info as always from Molly. Molly is one of my favorite contributors here at ALC.
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