As an author you should be aware of your audience so you can effectively market to it. It’s important to avoid wasting marketing time and dollars on unfruitful activities. The best way to market each genre of writing is to target special groups.
Non-fiction: Develop a reputation as an expert in your field. To do so, try to create a unique viewpoint, participate in communities of interest for your area of expertise, and generally work to make yourself visible in that space. The easiest and fastest way to do this is to leverage social media, such as Twitter and Facebook, as well as a website. Use the social sites to offer tidbits of helpful information, insightful thoughts, and so forth… and always lead people back to your website. Then, on the website, offer bonus content to support your non-fiction published works and to reinforce your credentials on the topic. White papers, articles, blog postings, and even YouTube videos or SlideShare presentations are a great way to highlight your knowledge of the topic.
Once an author has achieved the status of “expert,” unique marketing opportunities will open up. As an expert you gain access to high visibility activities that reinforce your expertise and give you an opportunity to highlight them. For instance, keep your eye out for opportunities to serve as a commentator for the news media, a quotable expert for articles and other publications, a speaker at conferences, a teacher for workshops and colleges, and a volunteer for organizations related to your subject of expertise. This kind of high-profile exposure tends to lead to increased book sales and further validation of your skills. These activities can also become a means for generating revenue in addition to your book sales.
Children’s Books – The authors of children’s books should think about who actually buys books for children: generally, parents, grandparents, teachers and librarians. Authors should target these groups. One approach is to find groups, such as mother-daughter book clubs and toddler groups, PTAs, family organizations, and so forth. Offer to give a talk to such a group, in return for the opportunity to share your book. Another avenue of publicity is school enrichment programs, which often introduce school-aged students to authors. Authors should also form alliances with local children’s book stores and sell books at special programs.
Science Fiction, Fantasy and Horror – The fans of these three genres love to gather at conventions all over the country and celebrate their favorite kinds of books. Work hard to be placed on panels at these events, as well as to give readings. As a panelist or speaker you often have the ability to sell your book at the event at a dealer table. One popular convention for science fiction authors is WorldCon. This is an international event. Many cities, however, have conventions like Shevacon, an educational convention for science fiction, fantasy and horror fans in Roanoke, Virginia.
Romance – Marketing for this genre calls for a lot of creativity. Romance fans love swag. Bland mugs or plain pencils might not get readers on board at a signing at the mall nor get them excited about a blog. Bring packaged chocolates, bath salts, or personalized pens and book bags – all good ideas. This genre has a strong e-readership, so be sure that you have a fan page on Facebook connecting to your blog, as well as Twitter and LinkedIn accounts.
Regional – Authors whose books have a regional bent should work to promote their books in their own backyard. Countless local book fairs across the country are a great place to market regional books. Set up a table, bring some swag, set up a drawing for a free book, and do a reading at the fair. Don’t discount local museums, gift shops, and festivals. As a self-published author, your book about local history may become a perennial favorite at events and local stores.