Advertising Strategies: a Work-in-ProgressPosted: April 30, 2016
As of maybe six months ago, I’m a fully independent or self-published author, what is sometimes referred to as an “author-publisher“. I like that term, because it conveys the sense that self-publishing is more than just banging out words and then sending them out into the world, all naked and unprepared. There are things one needs to consider, things a publisher usually does. Two of those are editing and book design, and I’ve blogged about those before.
The other thing that a publisher does to a greater or lesser extent (at least, if you’re lucky and they are any good) is advertise your book. In the case of small or independent presses, you may have a small or non-existent presence in bricks-and-mortar stores, so you can’t rely on people stumbling across your work by accident. That’s where advertising comes in.
I’m still feeling my way through the morass, trying to find strategies that work for me and my books. I thought it might be helpful to others (and for my own future reference) to catalogue some of them here.
These are generally organised to try and raise a bit of word-of-mouth attention when a book first comes out; kind bloggers share promotional content. Sometimes they result in a few adds to peoples’ Goodreads shelves, but I haven’t noticed a huge number of sales as a result. Maybe I’m just not doing them right! Certainly, I wouldn’t do a blog tour with customised posts, as I don’t think the time invested would be worth it. But I would do a book blitz for each of my future releases. Every book deserves a birthday party. 😉
Publishers will usually list books on NetGalley, which is a site that allows reviewers to apply for free ebook copies of books in exchange for an honest review. It’s a lot of reviewers’ bread and butter. But it’s expensive to have a NetGalley account, so, for an independent author, it’s generally more cost-efficient to buy in on a co-op such as this one. I had a three-month co-op when Isla’s Inheritance and Isla’s Oath came out (I had each book up for about six weeks), and a one-month co-op for Lucid Dreaming. I got a bump in the number of reviews on sites like Goodreads, but, like a blitz, this is about word of mouth rather than direct sales.
I saw a tweet that described Facebook advertising as being as effective as setting your money on fire. The metaphor probably works better in countries where the money is made of paper, but still, it’s not too far off. I have tested a handful of ads and have seen no return. These days, the only thing I’d pay to advertise on Facebook would be occasional posts on my author page; Facebook throttles visibility of page posts so that not everyone who likes the page will see them. If you pay them money (the extortionists that they are), they will share the post more widely. In terms of impressions, this is quite effective … but I’d reserve it for significant updates, such as book releases.
Free book promotions
This has been my most recent effort, and also my most successful to date. Because it is my most recent, I’m going to go into a bit more detail, with some numbers. (This does feel a tiny bit like airing dirty laundry, but if you promise not to oggle my underthings I think we can all ignore that!)
I made the Isla’s Inheritance ebook permafree (ie I have no plans to set a price for it again), and advertised it via the “Buy a Series Post” option at Freebooksy. They have a significant market reach and people loooove free stuff. When I previously advertised a sale of my erotica novella (*cough*), I had a ton of downloads, so I knew it worked.
In the first two weeks after the promo ran, I had almost 5000 downloads on Amazon and a handful at the other sites. Isla’s Inheritance made it to #2 on Amazon US for free Paranormal & Urban Fantasy (as I write this, it’s sitting at 233).
There haven’t been a huge number of reviews as a result, but there have been consistent sales on books two and three in the series. I didn’t expect that people who downloaded the book would buy the sequels so quickly, but on the first day of the promo I had four sales of Isla’s Oath and one of Melpomene’s Daughter — suggesting that there were at least four people who read it straight away and liked it enough to keep reading. (If you were one of those people: thank you!)
Within the first two weeks, the promotion had paid for itself with sales on the other books. It’s the first time a promotion has done that for me, so I’m pretty pumped.
There are a few caveats, however. The first is that obviously I didn’t make a penny off those 5000 copies of Isla’s Inheritance; this means that, in order for me to even break even on the trilogy, sales on the other two books have to cover not only their own production costs but those of the first books as well. For this reason, I wouldn’t personally make a book permafree that didn’t have sequels available — because, while I don’t expect to be rolling around in piles of money, I’d at least like to imagine I might recoup my expenses at some point. 😉
The other caveat is that there hasn’t been much, if any, cross-pollination to my other book, Lucid Dreaming. I expect that if people finish the trilogy and enjoy it, and they decide that they’d like to see what my adult (rather than young adult) book is like, that might happen … but it will be slower.
Now that the sales bump from the Freebooksy promotion has more or less worn off, I’ve decided my next experiment will be with Goodreads advertising. I read a really interesting blog post by Lindsay Buroker on how she made it work for her, and I’m keen to give it a try. Goodreads has a big advantage over Facebook in that at least we know the people on there are readers to start with.
Wish me luck!
If you’re an author-publisher, have you tried different forms of advertising? What has worked for you? What hasn’t? I’d love to hear about it!
Do you also like free things?
The Isla’s Inheritance ebook is available free from the following retailers: