It can be a challenge to spread the news about your book, especially once the thrill of the launch is done. It takes a bit of recalibration for authors to figure out how to develop a long term strategy to ensure continued success.
Our friend Mardine Perrins published Expiration Date, her dystopian medical thriller, this winter. Now, she is taking charge of her book’s post-launch marketing strategy by kicking off her very first book blog tour on June 21! If you love to read, or if you just want to find out more about how it’s done, check it out here.
What’s a book blog tour?
A blog tour is a set period of time where authors strategically partner with book bloggers to post about their work. The bloggers write about their real experience with the book, they’re not just using author swipe copy. The author provides a review copy (an ebook is okay!), and any images that they think might help.
The actual content is easy since you’re relying on expert book lovers to create it! So finding book bloggers can be the biggest challenge. You can research reviewers who work in your genre and who love books similar to yours. Spend time building a relationship with these folks. Comment on their posts. Share their work on socials and follow them. Sign up for their newsletter. This takes time, so start this research early.
Alternatively, you can employ a company that will organize your blog tour and connect to the right folks, if it’s not something you have the bandwidth to do.
What will you need for your tour?
You’ll need a few things in place before you begin your book blog tour.
- A ready-to-go, formatted, well edited ebook or advance review copy – this can be as simple as a PDF, or you can provide a .mobi or .epub file, if you have one, to make it easier for your reviewers. If you want to have reviewers provide their own flat lay photos for social media and their page, you can also provide a physical copy of your book, if it’s in your budget. It’s good to splurge on a few physical copies for when a blogger is a big name or has a community that’s perfect for reaching your target reader.
- It’s also best practice to offer bloggers a giveaway of your book. It helps them grow their own audience, which helps you, too, and offers you the chance to organically grow the profile of your blog tour. Mardine’s blog tour is using Rafflecopter for her giveaway – check it out here.
- A clear email with all the info a blogger will need to be part of your blog tour. Include all your links – socials, website, places to buy – as well as information about you. A short bio, author photo and a cover image.
- Clear goals: what do you want to ask the blogger to do? Be very clear on your ask, expectations and timetable. You can encourage content like an interview, a review, a guest blog post you provide, or even a link to your lead magnet!
Once your book blog tour is launched, be sure to promote it as the bloggers make their posts. Share links on social media and let your own newsletter readers know about all this great new content about your work happening. You’ll also want to send thank yous via email to everyone who took the time to promote your book – and express the hope that you’ll be able to work together again!