As I write my third FWA blog from quarantine, one reality is becoming abundantly clear — no one knows when this is going to end. Health experts are now saying we should all prepare for the long haul. This could be the “new norm” for some time.
What does this mean for authors?
I’ve seen many writers posting online about having extra time to be productive (but this hasn’t been my case). The truth is writing doesn’t require you to leave the house. All you need is a pen or a laptop.
Writing will live on during quarantine and many people are finding inspiration from it. I foresee many virus novels coming out in the next five years.
It’s time to pivot your marketing plan if you have a book coming out this year or next. You’ve got to go virtual. Things may go back to normal in a few months, but you need a solid plan if they don’t.
Host a Virtual Book Launch or Event
One thing we’ve all got that writers in 1918 didn’t have was the Internet. In the palm of our hands is a device more technologically advanced than the computer systems aboard the Apollo rockets sent to the moon.
Virtual book events are already popping up all over social media. You’ve probably seen some of them. The first decision you’ll need to make is what platform to use. Top programs like Adobe Connect, Virtual Summits, or SpotMe have fees. As writers, most of us don’t have that kind of money to throw around.
BookBub recently published an article, “Virtual Book Launch Events: 8 Ideas from Authors,” with a list of easy-to-use, free virtual book event platforms:
- Instagram Live
- YouTube Live
- Facebook Live
- Zoom (the free plan has a time limit)
- Twitch Livestream
- Pre-Recorded videos (for those shy about going live)
- Live Twitter Chat
- Reddit “Ask Me Anything” or AMA
Chances are you have a profile on one or more of these programs. All you’ll need to do is press the “live” button when ready or upload your pre-recorded video.
Advertising Your Virtual Book Events
Besides word-of-mouth, flyers, and bookstore newsletters, most of us would be advertising our in-person book events on social media anyway. But, that was pre-coronavirus.
All of your promotions and advertising will now have to be in the virtual landscape. Advertising ahead of time is the key to success. No matter which platform you choose, post about your event in advance and ask your friends or colleagues to share.
Design a fun graphic featuring your book cover and headshot using free programs like Adobe Spark or Canva, or ask an artistic friend to whip something up for you.
Facebook Live events are the most popular venues. One way to spread the word ahead of time is to create a Facebook event with the date and time of your event. If your event is on Twitter or Zoom instead, paste the links in your Facebook event to drive more traffic. Eventbrite is another great program to collect RSVPs and spread awareness.
Do you have an email distribution list or did you ask followers to RSVP to your event by submitting an email, this is a perfect opportunity to send them a short email reminder with details and links.
Lights, Camera, Action — Host Your Virtual Book Event
Make sure you are accessible and interactive during your event. Try to answer as many questions as you can on-air and, if time runs out, promise the rest of the attendees that you’ll get back to them later.
Connect with as many of them as you can on social media during and after the virtual event. These are your fans and people you’ll want to keep updated on your next writing project. Sending a follow-up email or thank you letters is another good touch.
The last thing you absolutely have to do is have fun! Remember, this is your big day and you should enjoy every second of it.
Nancy J. Cohen
Good post. Thanks for the reminder to create a graphic for upcoming events. I use Canva or BookBrush.
Danielle Cook
Really enjoyed learning these new marketing techniques. Thanks for sharing!
ken pelham
Thanks, McKenzie! You’ve provided a number of intriguing things here I hadn’t thought of (or was even aware of).