A book with your name on the cover, or that of your company’s top thought leader can be one the most valuable professional credentials you can create. It’s a reputation builder and source of influence. It’s also a business card for your expertise and an opportunity to become known as the authority on the subject. But only if you promote it smartly and strategically. You need proven (and creative) book marketing ideas.

Launch the book and build your brand with these book marketing musts.

There is no shortage of business books. Publishers churn out thousands of titles every year. Yet, few titles reach expectations in terms of reach and impact. How do you make sure yours stands out? Content marketing and direct engagement strategies can help.

Draw Audiences to a Digital Hub

As the strategic hub of your brand’s digital presence, your website gives interested readers and other influential audiences a place to gather and connect. This could be a landing page spotlighting the book on your company’s primary site or a microsite dedicated to the book and author. Offer an insider’s look into the book’s themes, their relevance to business today, the problems they’re helping to solve and the opportunities they’re helping to create. Feature media coverage. Maintain a fresh blog and link to social feeds. The digital hub should disseminate relevant messages, informing, persuading and generating a following for the book itself, but even more so for the thought leadership it represents.

Attain Credibility from Publications Your Audiences Read – and Respect

Certain authoritative publications, websites and broadcast media lead the dialogue. They’re arbiters of business trends. So it follows that securing their attention helps capture your audiences’ attention. The resulting coverage gives your ideas and insights credibility while driving awareness of your book. But go beyond book reviews; they’re few and far between.

Instead, seek opportunities for excerpts or adaptations, guest columns or commentary on issues of the day related to your book’s core messages. However, don’t rely on media coverage alone to share your story. Direct engagement with your audiences is essential to positioning you and your book (and by extension, your brand) as a trustworthy source of timely perspective and expertise on issues that matter.

Don't rely on media coverage alone to share your story. Direct engagement with audiences is essential to your positioning as a source of timely perspective and expertise.Click To Tweet

Hone a Stage-Worthy Message

The launch window of a business book is relatively short. However, the window of opportunity for thought leadership on its themes is wide open when marketed well. Speaking and other direct engagement platforms can be valuable in offering face-to-face networking and other connection points for influencing your audiences.

Above all, remember that book marketing isn’t a flash in the pan strategy. To be effective, make it part of a longer-term vision. Your goal shouldn’t solely be to sell books; focus instead on selling and sustaining your thought leadership. After all, that’s where brand growth happens.

Is business book marketing part of your 2019 communications plan?

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For more than 12 years, Jen Zottola has helped bring clients’ stories to life – through media opportunities, digital and marketing content, executive presentations, employee communications and more. Fusing creativity with strategy, she crafts compelling, award-winning copy proven to reach and resonate with the right audiences in the most impactful ways. As editorial director, Jen collaborates with clients and account teams to provide counsel on messaging and voice, as well as writing and editing support. Her creativity isn’t reserved only for writing; Jen also gets a kick out of party- and event planning.