Posted on May 24, 2021 at 10:59 AM by Guest Author
Want to reach more readers and grow your fan base? Then you should prioritize book marketing in the summer. Discover why and how to appeal to summer readers.
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Why You Should Focus on Summer Readers This Year
Like any author, your goal is to reach more readers and grow your fan base so you can ultimately sell more books. This means you’re always looking for ways to put your work in front of new readers.
But if you’re not marketing in the summer, you’re missing out on the chance to target a very important group: summer readers.
Regardless of your chosen genre — be it mystery, romance, fantasy, nonfiction, YA, or other — you can’t go wrong by promoting to those who enjoy reading during the summer season.
After all, summer readers have been a key market for booksellers and self-published authors for years.
And in the wake of the COVID-19 pandemic, the upcoming season presents a great opportunity to connect with and encourage these readers to check out your work.
Some people are choosing to go on vacation as it becomes safe to do so.
As stay-at-home orders are lifted and vaccinations are delivered, many people are looking forward to traveling again. Plans are already in the works to take some much-needed time off.
And summer readers are always searching for the perfect book (or books) to enjoy during the trip and once they’ve reached their destination.
Others are staying home and reading during their downtime.
Of course, not everyone is eager to travel this summer. Some are opting to use time off from work for a staycation instead.
But that doesn’t mean they’re not also on the hunt for a great book to read while they kick back and relax in the comfort of home.
Children and young adults are on break from school.
One of the biggest subgroups of summer readers is students. With children and young adults on break, parents look for ways to keep them learning and growing.
That’s why summer reading programs are so popular — and why authors who write for younger age groups shouldn’t forgo book marketing in the summer.
A Look at Recent Book Sale Data
If you hadn’t planned on doing any book marketing in the summer, you may not be quite convinced to put in the time and effort.
We get it. However, that’s why it helps to review recent book sale data.
Although these statistics refer to the big publishing houses, we believe this trend applies to self-published authors too.
By looking over these stats, you can see that it’s well worth promoting your work over the coming months.
According to a report from the Association of American Publishers (AAP) from last year...
Ebook revenues were 39.0% higher in June 2020 than June 2019.
Sales from adult books in the first six months of 2020 were 1.8% higher than 2019.
Ebook revenues in children’s and YA were up 132.5% in June 2020.
And based on February statistics from the AAP, book sales this year are also promising:
Ebooks were up 20.4% in January and February of this year over 2020.
Downloadable audio was up 23.7% in January and February 2021 over 2020.
Experts believe the numbers above may suggest more staying power.
With so many people reading and buying books — particularly in digital formats — it just makes sense to target summer readers.
Ideas for Book Marketing in the Summer
Before diving into the how, there are a few things you should take into consideration when it comes to book marketing in the summer.
There’s one misconception that needs to be addressed, and a couple of best practices that should be noted.
Any book can be a “beach read.” Don’t avoid promoting your book this summer because you assume it isn’t fit for summer reading.
Start promoting as early as possible. There’s a lot involved with marketing your book properly, which is why you should prepare a plan and collateral in advance.
Try to connect your book with the season. If you can, show how your book is relevant to the season or current events.
With all that in mind, here are some ideas to help you spread the word about your book over the coming months...
1. Schedule a Promotion.
Setting up a promotion with a third-party site that has a sizable audience is a great way to promote your book in the summer.
Since the demand for books is high this season, it’s also worth pricing your ebook for free or at a discount. That way, you’re presenting summer readers with a deal that’s too good to pass up.
(Want to put your title in front of more than 500,000 potential new fans? Then set up a free-ebook promo with The Fussy Librarian!)
2. Interact on Social Media.
Just like any other time of year, summer book marketing requires you to be where your readers are. So, use social media to your advantage and interact with those you want to get your book.
In addition to letting people know about your book, encourage them to engage by asking questions, sharing interesting content, and giving them a look into your life.
Even something as simple as uploading a photo of your writing space can help foster a personal connection.
3. Reach Out to Bloggers and Influencers.
Many book bloggers and influencers share their picks for summer reading. So, you should consider connecting with such individuals as part of your plan for book marketing in the summer.
Look for those who frequently review books in your genre. And make sure to approach them the right way — follow their submission guidelines, be respectful, and describe exactly what your book is about.
4. Update Your Amazon Page.
When was the last time you spruced up your page on Amazon Author Central? If you can’t remember, it’s probably well overdue for an update.
Before you begin promoting your book to summer readers, make sure your biography is current, your photo is recent, your books are all featured, and relevant links are present.
5. Create Short Videos.
Never underestimate the power of video, as it can go a long way toward grabbing (and keeping) the attention of summer readers.
As you develop your plan for book marketing in the summer, mix it up by applying this tactic in different ways.
You can create a book trailer, explain your process, do a live reading, take a deep dive into an aspect of your book, or even vlog about your own summer plans. The possibilities are endless.
Summer readers are an important market for any author — and one you shouldn’t overlook. So, don’t miss out on an opportunity to reach new readers, grow your fan base, and ultimately increase sales.
Instead, get to work on mapping out a plan for book marketing in the summer using the tips above.
(Want to get the most out of the promo you run this summer? Download our Ultimate Guide to Data-Driven Promotions and learn how to leverage data to improve your book marketing results!)
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