How to Ignite Your Book Marketing with Lindsey Hartz
If you're launching a book in the next year, you don't want to miss this episode! I invited my friend, Lindsey Hartz, as my guest this week on the Book Marketing Mania podcast.
Lindsey and I met online several years ago when I joined a book launch team she was managing and we’ve stayed in touch to share our love for serving authors and of course reading ALL their books.
We talk about how to tackle the overwhelm and fear of book marketing, when you should start outlining your marketing plan, and how to build a community-driven launch team (long before you launch). Plus, you’ll hear about Lindsey’s new group program for authors called Ignite Your Book Marketing, and I’m so honored to be one of the coaches in her first round kicking off soon.
All kinds of good stuff coming your way today. We don’t call this book marketing mania for nothing.
In this episode, Lindsey shares:
- How to tackle the overwhelm and fear of book marketing
- How marketing differs (and is alike) between traditional and self-publishing
- When you should start outlining your marketing plan
- What only you as an author can do (not your publisher)
- How to build a community-driven launch team (long before you launch)
- Creative ways to get reviews even after your launch
- Lindsey's new “Ignite Your Book Marketing” group program for authors
Get to Know Your Audience Early
Marketing isn't just flashy ads or social media posts; it's about building relationships. Lindsey emphasized the importance of engaging with your audience well before your book is out.
The key is to start marketing as soon as you know you want to write a book. This may sound daunting, but it’s more about building a project management timeline than nailing down every single detail at the beginning.
Creating a book proposal is invaluable for both traditionally published and self-published authors. It's not just a step to secure a contract; it's a strategic way to outline your book’s marketing pathway. By detailing your book’s summary, chapter breakdowns, and initial marketing plans, you set the groundwork for a successful launch.
Build a Community with Your Readers
One notable shift in book launches is the focus on building ongoing communities rather than temporary launch teams. According to Lindsey, launch teams typically engage in short, intensive bursts of activity, which can be exhausting for both the author and the team members.
Instead, Lindsey recommends building a community space, such as a Facebook group or using platforms like Mighty Network or Circle, where your audience can engage with you long term. This allows you to consistently provide value and build deeper relationships with your readers, making them more likely to support your book launch and future projects.
In these spaces, authors can offer exclusive content like behind-the-scenes looks at the writing process, special Q&A sessions, and discussions about the book’s development. This not only keeps your audience engaged but also turns them into passionate advocates who are excited to spread the word about your book.
Overcome Social Media Overwhelm
Social media can be a double-edged sword. While it's a fantastic way to engage with your readers, it can also be overwhelming and, lately, less effective for sheer promotional pushes.
Lindsey advises against flooding your audience with pre-made graphics and promotional posts. Instead, she suggests a more strategic approach: direct your launch team to engage with your posts on social media.
When your launch team actively interacts with your social media posts—liking, commenting, and sharing—it triggers platform algorithms to show your content to a broader audience. Additionally, encourage your launch team to create personal posts about their experiences with your book.
Genuine, user-generated content tends to resonate more with audiences than standard promotional images.
The Power of Book Reviews
Book reviews are crucial, but with Amazon tightening their review policy, it’s essential to approach this strategically. Lindsey suggests maintaining a balanced focus on both Amazon and Goodreads, both of which have large, engaged reading communities.
To bypass Amazon’s restrictions, which sometimes flag non-verified purchase reviews as suspicious, Lindsey proposes having your launch team pre-order the book. For those who may find this cost-prohibitive, explore options with your publisher to offer temporary Kindle pricing promotions, allowing launch team members to buy the book at a reduced rate.
One of the most effective ways to drive reviews and engagement is by offering something invaluable: your time. While it can be time-consuming, offering personalized engagement, such as 15-minute chats with readers who leave reviews or hosting special Q&A sessions, builds stronger, more genuine connections with your audience. Readers feel valued and heard, which fosters loyalty and encourages them to support your book actively.
After your book launches, continuously encourage reviews by integrating calls-to-action into your emails, social media posts, and even live events. Create a review page on your website, making it easy for readers to leave their feedback.
Myth-Busting Traditional vs. Self-Publishing
Whether you're going the traditional or self-publishing route, the fundamentals of marketing remain the same. Lindsey clarifies that marketing is an author’s responsibility, regardless of the publishing path.
While traditional publishers might handle distribution marketing—ensuring your book reaches various retailers and catalogs—it's up to the author to attract readers, build an email list, and engage on social media.
In self-publishing, though you have the freedom to control your book’s trajectory, the lack of a publisher’s distribution network means more legwork. However, this offers opportunities to potentially generate income through courses, workshops, or other forms of content based on your book.
Wrapping Up
Marketing a book is a marathon, not a sprint. By starting early, building a community, engaging genuinely with your readers, and strategically navigating social media and review platforms, you'll set the stage for a successful book launch.
Cheering you on to build your audience and market your book one podcast at a time,
💛 Kim
📚 RESOURCES MENTIONED 📚
Lindsey's Website
Lindsey's Instagram
Lindsey Hartz is the owner, lead marketing consultant and book launch strategist at the Hartz Agency, a boutique marketing firm for authors dedicated to creating strategic marketing campaigns that help words transform lives.
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