As the current pandemic continues to hold the world in its grip, it’s easy to get caught up in everything we’ve lost. I miss in-person events and trips across country as much as the next human, but as a glass half full kinda gal, I’m also really celebrating my virtual network right now. How lucky we are to be able to use so many tools – from email to social media to blogs and websites to Zoom and other video chat services – to connect to friends, family, peers, and colleagues.
1. Smart networking is key to exposure
It’s a great time to use that network to further your work as an author. You probably already know that you in order to sell more books, you need more exposure. Smart networking is key to exposure. This is especially true if you’re just starting out as an author or you haven’t had your big break yet. And this networking needs to happen on key websites, blogs, social media accounts – or a combination of all three – because that’s where the majority of your buyer market spends their time collecting information and shopping. Even more importantly, many of these websites, blogs, and social accounts already have dedicated followings which can mean exposure to the people you want to reach as well.
When you add networking to your marketing plan, you’re taking yourself seriously as an author. Believe in yourself and your product; use that self-confidence when connecting with others. Here are a few other tips to get you started.
2. Don’t be selfish and share the love
You know how hard self-promotion can be, so don’t be selfish. Don’t make it all about you. Start following and supporting key websites, blogs, and social accounts that make sense for your target market. Share their content, comment on their posts, make it personal, be someone that adds value to their process as well, and you will get recognized for it.
3. Put in some effort and take yourself seriously
It’s pretty easy to go through the motions with networking – liking, sharing, popping a generic “I really like this post!” comment – but real networking involves real effort. Almost all media mavens, whether they are freelancers, bloggers, or social media powerhouses, will tell you that it’s important you actually read their content and understand their voice and what’s important to them. I do realize that it might seem like there’s an infinite amount of content but only so many hours in the day to sell more books: that leads me to my next point.
4. Choose wisely and thoughtfully
There are hundreds of websites, blogs, and social accounts for books and specific topics, so be smart about how you spend your time. If you only have time to follow a handful of book bloggers, follow those who tend to review your subgenre exclusively, or lean that way. Romance is a great example; if you write historical romance, it may not be worth your time to network with someone who reads historical and paranormal and contemporary subgenres. Their content may be fantastic, but if you can find people to network with who have the same level of passion for your subgenre or topic that you do, their followers are more likely a part of your target buyer market.
5. Be someone special and useful
If you want to sell more books, your book marketing needs to highlight what you have to offer that’s special. When you’re reaching out to websites, blogs, and social accounts with whom you’ve been networking, be prepared to offer them something extra. Maybe you do a lot of fun bonus content or you can offer them swag for a giveaway or you’ve created a great quiz they can run. Remember, they have their followers’ best interest in mind, and they don’t want to waste their time, so present yourself as someone they can get excited about sharing exposure with.
6. Follow the rules and play the game
You aren’t going to sell more books just by sharing someone else’s content, so you will have to do some pitching as part of your networking. In fact, this is a big part of process, but I want you to think of pitching as part of your networking. They’re not mutually exclusive. And the important thing is to follow the rules. Don’t blast off 20 emails to 20 contacts you found during a simple online search. Most websites, bloggers, and social accounts have rules and tips for pitching them (generally found when you click on About Me or Review Requests). Pay attention to their process and spend a little extra time adding something personal to your pitch for each outlet.
When done correctly, networking is a two-way street. At first, you may be the one doing all the asking, but as you – and your career – move forward, people will begin to ask you to help them increase their exposure. Remember what it felt like to be the little guy and do what you can to help them achieve their potential. Say yes.
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Penny Sansevieri, CEO and founder of Author Marketing Experts, Inc. (AME) and Adjunct Professor at NYU, is a best-selling author and internationally recognized book marketing and media relations expert. Her company is one of the leaders in the publishing industry and has developed some of the most cutting-edge book marketing campaigns. To learn more about Penny and AME, visit www.amarketingexpert.com.