Thank you to this month’s co-hosts PJ Colando, Ronel Janse van Vuuren, and Natalie Aguirre!
March 4 question:
What elements do you include in your book launch? Or what do you have in mind for your future book launch? Or what advice do you have to offer to others planning to launch a book?
I’m choosing to focus on the marketing efforts involved in releasing a novel into the world. My book launches have endured many changes over the years. There were many steps to set myself up as a new author before a small publisher released my debut novel, With Good Behavior, in 2010. I started this blog/website and signed up for Facebook, Twitter, and Goodreads. Book blogging was much more of a thing then, including virtual book tours and review requests. I was fortunate to garner wonderful support from online readers that led to a Goodreads nomination for best romance.
Later releases involved less fanfare. When I transitioned to self-publishing for my New Adult sports romance Blocked in 2014, book blogs and blog tours began to fade. Though I never developed a “street team” or group of beta readers to help market my novels, I benefited from Facebook launch parties in my page and pub sisters’ fan groups. The flurry of posts felt frenetic as fellow authors and I hosted giveaways and games throughout launch day. In particular, I give a shout out to Nicki Elson, Nancee Cain and IWSG writers who have helped promote my novels!
I have hired blog tour companies to host cover reveal and new release tours. I also paid a reader friend to design ads and publicize my brand as a personal assistant. Other marketing efforts have included Goodreads giveaways, Kindle countdown sales, and Amazon preorders. I have used Amazon KDP for all of my novels except for my 2025 releases: Low Water and Behind the Catcher’s Mask, which I published wide on Draft 2 Digital.
With book launches and marketing in general, I believe it’s important to 1) stay current and 2) be persistent. Unfortunately, I don’t follow either piece of advice! Readers have told me I should market my books on TikTok (especially BookTok), but I have no interest in joining yet another social media platform, especially one with ties to China. I also don’t have the motivation or patience to spend money and time on constant promotion of my writing. Instead, I focus on my fulfilling day job and family and friends.
What has worked for you?
Jennifer Lane Books 
I’m unclear how readers are to be found on a site of watchers. But I know people say it’s a thing. 🤷
“What I say is, a town isn’t a town without a bookstore.” — Neil Gaiman
J (he/him 👨🏽 or 🧑🏽 they/them) @JLenniDorner ~ Speculative Fiction & Reference Author and Co-host of the April Blogging #AtoZChallenge international blog hop
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Funny observation, J Lenni! 😀
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I don’t use TicTok, but I’ve seen co-workers who stared at their phones during break, watching whatever. Meanwhile, I’d have read three chapters or a short story or something.
I could be wrong. Maybe BookTok really is the ultimate destination for readers. I, perhaps, just don’t understand.
There was a social media thing called Klout a few years ago, and it ranked my clout with readers as higher than Stephine Meyer. Okay, but Twilight has sold way more books than Fractions of Existence. (Love or hate doesn’t factor, I’m saying that her books have more sales than mine. So I’m pretty sure she has more influence over readers than I do. But maybe not. Maybe people really are dying to know what I’ll review next. The numbers I see don’t prove any evidence that way though.)
Eh, just “old man Dorner” grumbling. 😅
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I think you should focus on the social media you enjoy. I agree with you it was easier to do a book launch when blogging was more popular. I think hiring a blog tour company can be helpful, especially if you offer a good giveaway. I’ve seen authors get a lot of entries with an Amazon gift card giveaway.
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Great thoughts, Natalie. I agree Amazon gift card giveaways are helpful. That reminds me that I used to participate in blog hop giveaways more frequently.
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I agree with your reason for not joining TikTok! I also can only handle a couple platforms.
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I have enough American companies spying on me through social media without adding the CCP! 😉
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I hear you about staying relevant. If readers forget about us, we lose them. Which means we have to constantly be producing if we want to stay relevant. Which is why I’m not. Haha! Actually, it was a choice for me. We stayed away from TikTok for forever, until working on this musical. Apparently, that’s where the theatre kids hang out and we’ve had a lovely organic reception, soon to be augmented by ad spend. You have to go where your people are, eh?
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I’m glad you’re enjoying the vibe at TikTok. Hanging out with theater kids sounds like a good time. 😀
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You’ve touched on important book launch strategies. Thanks for setting them out.
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Thanks for stopping by, C Lee!
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I’d recommend a newsletter. You can lose your social media account at any time, but you own your newsletter subscribers. “Newsletter Ninja” is a book I’d recommend to get started and to use Kit (previously Convertkit) to host your newsletter.
Ronel visiting for IWSG day Like Herding Cats
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Oh! I forgot about my newsletter, ha ha. You can see how often I publish one. I find that creating newsletter posts on Mailchimp is very time-consuming, and recently I’ve been nonplussed by the low response to giveaways on my newsletter. Like all marketing attempts, I need to be more consistent to make a difference, but I haven’t felt motivated. Thanks for the tip on Newsletter Ninja. 🙂
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I’ve struggled to get newsletter subscribers. Social media followers aren’t so hard, but man, it’s tough to get people to give up their email addresses. Maybe when I actually have a book out and can participate in newsletter swaps and giveaways.
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A lead magnet (can be a short story in PDF) can help incentivize people to sign up. And send your newsletter regularly so people remember who you are!
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I haven’t marketed for a thousand years, but it feels longer. 😛
I noted your ideas but I’m the same as you. I prefer writing, and living my life than marketing. hehehe
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A much better life for us both, Anna! *cheers*
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How have blog tour companies worked for you? I do my own but it is a f*** lot of work! I wouldn’t mind offloading some of it and maybe reaching people I wouldn’t otherwise.
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I haven’t used a blog tour company since 2018, Jacqui. I don’t even know where to find good ones anymore. But if I come across one, I’ll let you know.
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Thanks for sharing. Like you said, there have been many changes over the years, so I’m thinking, by the time I get a book really completed, the landscape will have changed and much of what is said about book launching today and in the past might no longer be applicable.
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It’ll be interesting to see what marketing trends will dominate in the future. I guess no matter what, it’s important to start with a great novel.
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Definitely important to stay current on what works for a book launch. I agree blogging used to be more of a thing than it is now.
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I miss the days of book blogging, Sarah. ❤
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I’m with you on Tiktok. But I don’t think you should join a platform or do (fill in the blank) just because everyone’s doing it. They might be wrong!
I recently read Ashley Shepherd’s Profitable Preorders about doing your preorders on your own website. It was definitely different from what everyone else was saying. I’m still mulling it over for when I have a book to release.
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Preorders on your own website sound interesting! I like your stance on doing one’s own thing when it comes to social media preferences.
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