In 2020, the pandemic set the tone for all marketing efforts in the publishing industry. With 2021 upon us, it appears that the pandemic will continue for the foreseeable future. So, it’s important to take this into account as you move your marketing efforts forward. In this article, we’re going to take a look at four things you can do to boost your marketing efforts during the pandemic.
1. Run a digital-based marketing plan
Since physical bookstores may be closed in your city, readers are increasingly reliant on online channels to gain access to books. In some cases, readers might prefer eBooks. In others, readers may prefer to order paper books from online shops. Either way, your marketing plan must be focused on digital content. Old school marketing isn’t going to cut it. The most successful publishers have focused heavily on social media. Indeed, social media is the place to be in 2021.
2. Expand beyond Amazon
Naturally, Amazon is the place to be for most publishers. Amazon makes it easy for startup publishers to get off the ground. However, do check out other options such as Barnes and Noble, Kobo, or even your own website. Please bear in mind that being overly reliant on Amazon is not always a good thing. Plus, not everyone is on Amazon. That’s why giving your readers the option to find your content elsewhere is always a good idea. This is especially true if you’re looking to sell print books. Try your best to give your readers as many different options as you can to find your content.
3. Run special offers
You often hear that offering discounts and freebies actually discourage readers from purchasing your materials. This is true when you run offers across the board. Firstly, you should never discount brand-new titles. Always make sure that your newest titles are listed at regular price. If you discount new titles right away, readers might not be compelled to pay regular price for your new releases later on. They’ll simply wait for discounts. So, a good rule of thumb here is to run special offers on anything published prior to 2021. Tiered discounts such as 10% off anything published in 2020, 20% off anything published in 2019, and so on could be a great way for you to revive sales on older titles.
4. Be sensitive in your marketing
It’s a good idea to be mindful of what people are going through during these trying times. Tailoring your message to suit your readers’ needs is always a good idea. For instance, you can provide free guides and white papers on staying safe, sanitizing the home, or good practices during the pandemic. The aim is to provide readers with value while acknowledging that we are all going through a difficult time. Your readers will come to appreciate your sensitivity to the situation.
Trends in 2021 are shaping up to continue those seen in 2020. So, it’s certainly important to keep that in mind as you move forward marketing your new releases. Ultimately, your readers will come to appreciate your attention to detail as the pandemic hopefully comes to an end.
