The advent of eReaders and the rise of social media means that, as an eBook writer, you can reach a global audience. eBooks sales are on the rise, too. Revenue generated from eBook sales is expected to reach $15.39 billion by 2027 when as many as 1.12 billion people will be using Kindles and Nooks to read their favorite new titles.
As an author, you can take advantage of the eBook boom by marketing to readers in digital spaces. Mastering the eBook marketing game today can help you connect with your readers and build a strong base for future releases.
However, the eBook scene is increasingly competitive. Even traditional authors, like fantasy novelist Brandon Sanderson, are entering the self-publishing eBook scene and dominating sales in the eReader world.
The competitive nature of the publishing world means that you must build an author brand that holds serious sway in the minds of your reader base. Offering exclusive content like “sneak peaks” and branded merch can help you build the requisite buzz around your eBooks and develop a loyal reader base that buys every book you release.
Social Media
Social media is a gold mine for authors in the eBook industry. In sales terms, the folks who follow you online are “highly qualified” leads who are much more likely to purchase your upcoming eBook than the average Joe.
However, finding success on social media requires more than posting a few selfie snaps. You need to post engaging content that adds meaningful value to your readers’ lives if you want to connect with your audience base.
Learn from published pros like John and Hank Green. The Green brothers are both traditionally published authors but have built much of their loyal following on social sites like YouTube, Twitter, and TikTok. The pair share informative, engaging content through their VlogBrothers page and Crash Course project.
Fortunately, you don’t have to become a full-time influencer to reap the rewards of a strong social presence. Instead, consider sharing useful content on sites like Twitter and TikTok. Focus on content genres like:
- Tips to overcome writer’s block
- Self-Publishing “How-to’”
- Behind-the-scenes shots of your writing process
- Interviews with other eBook authors
Posting interesting, informative content will build a buzz around your upcoming eBooks and increase engagement across all your social pages. Remember to interact with any comments or shares that you receive, and reward folks who regularly participate in author Q&As or opinion polls.
Increase your reach and engagement further by hosting competitions that improve your social following and build loyalty amongst your reader base. Offer physical promotions like stickers, temporary tattoos, and branded merch to bolster your social game. Readers will love showing their support with stickers and custom badges. Include a QR code in the design to draw more folks to your social pages and build intrigue around your eBook brand.
Membership Platforms
Social media is the best place to build your author brand and connect with new readers. However, you may be able to generate a little extra and build your reader base by offering exclusive content within membership platforms like Patreon and Substack.
Consider offering a tiered membership program with exclusive perks and benefits to the folks who decide to support you with a subscription. You’ll be competing against well-established authors like Chuck Palahniuk, so be sure to give your reader base exclusive content that excites them. Consider offering insider perks like:
- Exclusive, members-only merch
- Early access releases
- More regular Q&As
- Feedback for aspiring authors
- Pre-publication access to chapters
Remember that membership platforms give you a chance to connect with an audience base that authentically cares. Post regularly and offer meaningful insights into your writing process. You can even host workshop-style digital events that build your web presence and grow your reader base online.
Web Presence
As an eBook author, you live and die by your web presence. Without a strong digital profile, would-be readers will never find your books and will turn to competitors, instead.
Start by creating a web page that is designed to build traffic and grow your digital profile. Ignoring Search Engine Optimization (SEO) is one of the most common eBook marketing mistakes you can make. Improve your SEO game by researching relevant keywords and producing high-quality content for your blog.
As your eBook brand grows, you may need to bring in an SEO specialist to further bolster your digital presence. An SEO agency will build your presence online by utilizing technical SEO that increases your visibility on search engines like Google while fixing fundamental errors like content duplication and slow-loading pages. This allows you to focus on your writing and gives you time to attend in-person events.
In-Person Events
Attending in-person events is a great way to network and build your brand as an eBook author. Speaking at panels and participating in conferences is a fantastic way to build your credibility, too. This is particularly important if you are trying to break into the eBook scene, as readers may be more likely to buy from authors they meet in person at book events.
Landing your first in-person event can be tricky. Start building your network by attending events as a participant, rather than a guest author. Local workshops and author readings are a great place to connect with your community and build your reputation as an eBook writer.
Avoid “selling” yourself while attending in-person events. The folks who attend book clubs and writer’s workshops don’t attend with the goal of buying a new novel; they’re attending to have fun, learn, and meet upcoming authors. Focus your efforts on building a connection with your readers and be prepared to give more than you receive. At most, you can ask loyal readers to write a review to aid your upcoming marketing efforts
Gathering Reviews
Good reviews are invaluable in the eBook publishing world. A high-profile, positive review can push your book to the top of the rankings and draw an entirely new reader base that will boost your profile. However, gathering reviews as a new author can be tricky — particularly if you aren’t used to asking readers to weigh in on your work.
Improve your reputation online by actively encouraging readers to leave reviews. Create a clear process for gathering reviews, and personalize any requests for reviews that you make. Use the data you collect to include key details like your reader’s names and include a call to action in email marketing (e.g. a hyperlink or a button with the text “Click here to leave a review”).
Be sure to track the number of reviews you get and store them within spreadsheet software like Excel or Google Sheets. This way, you can quickly search for adjectives that you want to use in marketing materials like “adventurous”, “bold”, or “thought-provoking”.
You can further incentivize reviewers by offering discounts and/or credits for use on future purchases. For example, you could give readers who leave a positive review $1 off the next eBook they buy from you. This increases reader loyalty and can lead to an increase in repeat purchases.
Conclusion
Building a loyal reader base can be tough in the eBook industry. Readers have plenty of options to choose from and can find their favorite author’s newest novel with just a few clicks.
Build your brand and connect with your reader base by improving your social media presence. Even small changes, like posting tips to overcome writer’s block, can make a big difference to your reputation online. Follow up by offering exclusive content on a members-only site like Substack or Patreon. These sites give you a great chance to connect with your readers and bring in some extra revenue while you work on upcoming projects.
Amanda Winstead is a writer from the Portland area with a background in communications and a passion for telling stories. Along with writing she enjoys traveling, reading, working out, and going to concerts. If you want to follow her writing journey, or even just say hi you can find her on Twitter.
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