How Authors Can Market a Book With a Small Audience
I’m a big believer in the power of a great book and a small audience. We often associate a large social media following as the answer to a successful book, and that isn’t necessarily true. Big numbers don’t always equal big sales.
One of the major struggles I see authors face is trying to amass a large following on social media in order to sell their book. So often we are more focused on growing, growing, and growing that we overlook those we are already connected with.
You will be more successful with marketing your book if you’re focused on selling to those who are already paying attention. I see so many authors using their promotions and ads trying to convince people who have never heard of them to buy their book. That’s a lot of work and it’s almost never successful.
It’s a lot easier and more effective to sell to those who are already interested.
Those that are already interested might be a smaller number, but that small army of fans can still pack a massive punch. So let’s break down three ways authors can successfully market a book, even with a small audience.
Focus On Who You’re Already Connected With
When I first met Jeannie, she was less than a year from releasing her new book. At the time her Instagram following was a little over a thousand and her Facebook was about the same. Even though we spent time beefing up her online presence we focused on what Jeannie did have - her connections.
We made a list of friends, her current newsletter subscribers, and other writers she had connected with and supported. She reached out to that small but attentive group of people and they helped spread her message like wildfire.
When it comes time to launch your book, don’t focus on what you don’t have - focus on what you do have. Reach out to friends, family, groups you’re a part of, and your fellow author friends as well as your newsletter subscribers and current social media following. You’ll find that you already have a loyal and mighty army of supporters ready to help.
Small doesn’t mean weak!
Identify Local Organizations and Groups
One of my favorite book launch stories is from Elizabeth Gilbert, author of Eat, Pray, Love. Even though this book is now a phenomenon, it didn’t start out that way. She had a rather modest release, but what she did to spread the word was small yet mighty. She reached out to local yoga studios, book stores, and groups that her ideal reader hung out at to do readings at and sell her book.
Because she believed in this book and knew it was something special, she knew she just had to get it in front of a select group of people before they would take over and word of mouth would spread. And boy was she right!
Don’t underestimate the power of local book stores, libraries, organizations, and groups. Whether that be online or in person, connecting with these people will open the doors to even more people and more opportunity. If you live in a smaller town or you don’t have many resources around you, map out an hour driving radius and contact the book stores and libraries in neighboring cities. You don’t need to look far for great connections.
Do a Goodreads Giveaway
Last year I was working with a new sci-fi author named Gary and we were starting from scratch with his online presence. This book took him years to write and he was passionate about sharing this epic story. We were looking for exposure and Goodreads was a great place to do that. I set him up with a Goodreads giveaway - we decided to give away 100 digital copies about 10 days before his release date.
The response was incredible. Thousands of people entered the giveaway and we were able to get him and his book in front of people who loved sci-fi. People started following his page, his exposure grew, and reviews started pouring in.
What I love about Goodreads giveaways is that you’re getting in front of avid readers who are on the hunt for their next book. Goodreads is full of readers! How perfect is that?! And they make it very easy - they take care of distribution (when you do a digital giveaway) and you’re able to get added exposure you need for your book.
Goodreads giveaways aren’t free - the standard giveaway is $119 and the premium is $599. I’d recommend doing the standard and doing a digital book giveaway. It’s a great way to get added exposure and get your book in front of the right audience.
Don’t let a small social media following hold you back from marketing your book. You have more on your side than you think! Continue to grow your presence online and make new connections, but don’t let that be an excuse for not getting your book out into the world.
And if you’re struggling to figure out how to find your readers and simplify the book marketing process, you’re in luck! I have a FREE resource called the the Book Marketing Blueprint - grab your copy and put it to work.
