For most authors, marketing is the least favorite part of publishing. Several weeks ago, on my mystery author loop, someone asked for suggestions about running a promotion campaign. I don’t pretend to be an expert, but since I had an upcoming new release, I volunteered to share my experience.
Many of my friends write romance and I wondered whether their sales strategy would translate to mysteries. I also didn’t want to drive myself insane with marketing/promo.
So About the Money released two weeks ago.
I set up the following as a “plan”
1) I stacked a series of ads for release week:
BKnights at fiverr was a complete bust. (Romance seems to work pretty well with him.) It was the only day during release week that sales decreased. He claims he will give you a refund if you don’t get a positive result. I requested a refund which he has so far ignored.
ENT – $45; my best results. I popped up to around 2000 overall at Amazon and into the upper levels on the three genre lists.
Kindle Nation Daily & Book Gorilla slide-over – a major disappointment. This was my most expensive ad ($100) and usually the BG slide over is a day or two later. They ran them the same day.
Free Kindle Books – at only $25, this produced the same number of sales as the more expensive KND ad.
I tried a new site this week (week 2), attempting to gain some exposure on the international sites: ebook bargains uk; only about $10 but pretty much a non-event.
I saw nice daily bumps from:
Book Release Daily
HBS Mystery Readers Circle
These three spots were free – they do pick and chose which books to feature.
Robin Reads turned me down and several of the ad sites aren’t available to new releases unless you rounded up a lot of reviews with ARCs. My bad. I didn’t do this.
2) I did a daily meme post to a Facebook group, twitter and G+ community
Note – ONE post a day at each site. Do not turn into a spammer!
This was actually a lot of fun and I love Canva.com. While doing my final read through of the book prior to release, I made a list of snippets which reflected some aspect of the story. I created a daily meme with a picture supporting one of these snippets. Friends and strangers (A BIG thank you to all of the people who shared it!) retweeted, liked and commented. By using a bit.ly shortener I could see which posts got click throughs.
At the end of two weeks, with the second using only the daily posts, So About the Money is still sitting around 4-5000 at Amazon overall and is still in the top 100 of the genre lists.
A series of ads for visibility is awesome for building traction. Having a social media presence without being a complete pain is great for keeping the ball rolling.
Friends had told me promo was a waste of time until I had at least 4 books released. As usual, my more experienced friends were right. As we slide into week 3 post-release, all of my other books are showing upticks in sales.
Hope this is helpful
Thanks for the marketing advice and sharing the details of your campaign. Good luck with your books.