Book Promotion Pillars: A Thought Starter - Part 1

Written By Cortney Cino

There are many effective ways to market and promote a children's book during launch and after. Marketing and promotion might seem overwhelming for new authors considering self-publishing. After my initial book launches and experimenting (and failing) with different strategies, I organize my promotional activities into 12 categories or pillars. This approach may evolve as I continue to publish books. Below are the first six pillars and related tips. Part two of this post covers the remaining six.

While this list is not exhaustive, it provides a solid starting point for exploring the various marketing and promotional activities you could undertake. These pillars encompass digital, print, and in-person activities. Notably, many of these tactics complement each other. For example, you can utilize the awards and reviews you secure in promotional materials and on your Amazon listing. Similarly, you can feature a book trailer on your website or in digital ads, and so forth. (Note I do not earn commission from any of the external links below.)

If you have any feedback, please leave it in the comments, and I will respond or schedule a time to chat. Happy launch planning!


12 Book Promotion Pillars Infographic

Infographic of 12 book promotion pillars.

1. Consumer Reviews

  • Question to ask: How am I going to secure written consumer reviews early to help sales at launch and then ongoing?

    • Gather a list of supporters (friends, fellow authors, beta readers, etc.) who will read and provide honest reviews at or before launch.

    • Have a launch team sign-up page on your website and gather additional emails (sure to give them updates along the way).

    • Prepare a PDF or eBook before the printed book launches, and consider uploading it to review sites such as NetGalley or BookSirens weeks or months in advance (if you have the time). These reviews can then be transferred to Amazon and/or Goodreads in preparation for launch if you make individual requests (you'll receive the email addresses of the people who review your book).

    • Launch your eBook (on Amazon, for example) weeks or days before your paperback or hardcover to get early Amazon reviews that will then automatically transfer when you launch the printed book. Drive traffic to your eBook by offering the book for free for a few days and promoting it on third-party sites such as Freebooksy, Fussy Librarian, etc.

  • Notes: An abundance of positive online reviews, particularly on Amazon (if you are planning to sell there) is one of the most powerful promotional tools you can have in your launch toolkit. Consumers look for star ratings and the overall number of reviews for everything these days. Books are no different. Amazon's algorithm also rewards you by showing your book more often if you have a lot of reviews right at launch. Amazon does not let people review your book before it officially launches. However, you can launch the eBook first and/or secure reviews on other platforms that can be transferred over at launch. Goodreads reviews will show up before a book launches which is great.

 

2. Amazon Marketing

  • Question to ask: If I'm going to sell on Amazon, what are some ways to enhance my listing to appeal to buyers?

    • Optimize your Amazon book listing with a strong cover image, overview blurb, key details, trade reviews, good keywords/phrases in KDP if applicable, and good categories in KDP if applicable).

    • Set up an Amazon Author Page and A+ Content.

    • Consider a book trailer or promotional video (if eligible to post on Amazon).

    • Consider Amazon ads (Sponsored Product Ads may be a good starting point).

    • Consider Amazon price promotions (% discounts, Kindle deals, free eBook days, etc.).

  • Notes: Over 60% of books are sold on Amazon. Optimizing your listing and driving traffic to your page (paid and not paid) can help your Amazon ranking. This also helps the algorithm show your book more often organically. Publisher Rocket is an excellent tool for helping you define KDP keywords, categories, and ad keywords. There are several ways to sell on Amazon – Amazon-owned programs accessible to self-publishers include KDP for print-on-demand and Amazon Advantage or Seller Central for pre-printed books. Each program has different promotions, advertising, and metadata fields. 

 

3. Owned Social Media

  • Question to ask: What social media accounts do I own that I'll use to promote the book?

    • Identify active social media platforms for your audience (examples: Instagram, Facebook, LinkedIn, TikTok, Bluesky, YouTube, etc.).

    • Develop a content calendar for book promotion and plan posting frequency (daily, weekly, etc.).

    • Create engaging content (images, videos, quotes, behind-the-scenes).

    • Consider book giveaways or contests to increase followership and build excitement.

    • Use relevant hashtags to expand the reach and engage with followers and influencers who mention the book.

  • Notes: Routinely posting on social can be a ton of work. Focus on one or two platforms initially and post consistently. People also want to see the person behind the book or the brand. Give them a little of yourself – your story, process, struggle, etc. When developing content, ensure it fits the purpose of the platform. For example, Instagram is great for rich visuals - images and video. It is not great for long paragraphs.

 

4. In-Person Events

  • Question to ask: Will I attend local events to promote your book, and if so, which ones?

    • Research local events (storytimes, book signings, craft fairs, literary festivals, etc.) that align with your genre and/or age group.

    • Contact event organizers or store managers to inquire about appearances or signings and track these requests.

    • Prepare event materials (books, signage, promotional materials).

    • Promote confirmed events on your social media channels (hopefully, the organizers will also promote the event).

    • Collect email addresses for your mailing list at events.

  • Notes: Creating a nice flyer to send with your personalized email will help build credibility. This flyer can include your cover image, metadata, quotes or endorsements, and ordering details (the book is available on Ingram, for example). If you pitch local bookstores, don't highlight your Amazon link or reviews or list Amazon as the primary place to order (they likely view Amazon as competition).

 

5. Trade Reviews

  • Question to ask: What book trade reviews should I apply for that will resonate most with my audience?

  • Notes: Trade reviews may be more or less helpful depending on your target market. If you are launching a book for the general audience (versus a super niche book with great community support, for example) and/or want to get into physical stores, I believe trade reviews are pretty important. Trade reviews usually prefer advanced reader copies 3-4 months before a book launches. There is no guarantee they will review your book. You can pay for a guaranteed review from Kirkus Reviews, Foreword, Reader's Favorite, or BookLife anytime (before or after launch). You can use these review snippets on your book cover or other marketing materials with permission.

 

6. Book Awards

  • Question to ask: What book awards do I want to apply to and why?

    • Research relevant book awards in your genre (examples: IBPA, Eric Hoffer Award, Foreword INDIES Book Awards, Purple Dragonfly Awards, etc.) and to understand which ones will resonate most with your target audience.

    • Write down potential award categories for your book (there are many).

    • Ensure your book meets eligibility criteria for each award.

    • Prepare and submit applications for awards and track submissions. Book Awards Pro is also a newer and interesting site that helps you compile award opportunities and track submissions.

  • Notes: Some award programs only prefer books published in the same year; others will include older books. Fees can range from ~$25-$175 or more. Reference their respective guidelines. The Alliance of Independent Authors evaluates several award organizations in this list. Not all awards are created equal, and some award programs only accept submissions from large publishing houses. If you win awards, the little silver or gold seals you receive are great for promotional materials or images on your digital book listing.

Still have more energy? Read Part 2.

Cortney Cino
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