Ideas to reach and expand your core audience

Your title is performing well, and you want to capitalize on that consumer awareness, intent, and interest. What can you do to maintain and increase sales?

Build Your Foundation

Make sure interested fans and new potential buyers can find the book and purchase it, and that they find compelling information about the book and author.

• Ensure you have broad distribution to online booksellers as well as indie bookstore and library awareness. Are you reaching all of the channels that you can?
• Update core online book and author presences (especially retail product pages and website) so they are fresh and relevant.
• Update your site with new press and media items, speaking tour dates, or other upcoming events.

Develop Your Audience

Actively promote the book within your online consumer channels. Reach back out to your core—fans, subscribers, social media followers, and others who have raised their hand to say, “I’m interested!” 

• Keep up existing fan awareness via organic social media posts, email newsletters to subscribers, etc.
• Encourage readers to rate and review the book on Amazon, Goodreads or other sites.
• Expand media and influencer awareness to generate new editorial reviews and blurbs and broaden reach.
• Create and share fresh content to support and promote the book, like infographics, videos, or new excerpts or images from the book.
• Encourage authors to promote the book to their own networks with new messaging.
• Grow your email list by offering a free preview or exclusive content from the book in exchange for an email address.

Expand Your Reach

Recent success is a great predictor of future success. You should consider investing more dollars or resources to reach untapped sales potential among broader audiences. Larger affinity groups who are interested in other forms of related media—movies, television, music, games, news outlets, podcasts—are highly attractive if they're a good fit. They tend to be much larger than typical book and author audiences, and capturing just a small percentage of that larger group can mean very meaningful sales for a book.

• Target broader adjacent audiences to reach many new potential readers. 
  • Target fans of similarly-themed media (e.g. TV, movies, music, or magazines) or other large brands with a high degree of affinity with your audience (e.g. a popular health brand for a diet book).
  • Target consumers interested in more generally in your categories, topics, or genres. 
  • Target fans/followers of well-known media and influencers who have reviewed or blurbed the book. (Creative should include a quote.) 
• You may want to narrow your targeting to improve conversion by layering in other "book" affinities, for instance you might target fans of Stranger Things who also buy on Nook.
• Be sure to use compelling creative (quotes from known influencers, eye-catching visuals) and a strong call to action (e.g. discounted price for a limited time).

Read more about our approach to digital marketing success.