Engage with your audience: your author platform

For many authors, marketing is the scariest part of publishing. But for an authorpreneur, it is one of the most impactful aspects of your career. Your marketing starts with the creation of your brand. The next step is the implementation of your branding across your author platform. The latter is the collection of methods you employ to connect with and engage your audience and encompasses all facets of your presence and activities, ranging from your website and social media profiles to public appearances.

Leveraging your author platform allows you to actively shape your image as an authorpreneur. You have full control over design, and more importantly, your content. This means you can present your messages exactly how you see fit. Through targeted communication and personal content, you can build a community.

A well-maintained author platform also opens opportunities for further career prospects. Bloggers, multipliers, but also sponsors look at the online presence of authors to gather information before they make deals. A successful platform can also enable additional sources of income, either through affiliate marketing, collaborations with other authorpreneurs, courses or workshops, or merchandising.

Despite the many advantages, building and maintaining your author platform also presents challenges. Time management, content production, and the correct approach to your target group are just some aspects that you need to consider. It is also important to not drift into pure promoting measures, as this does not convey any emotion or message.

Components of your author platform

You should handpick your communication channels tailored to your target audience, thereby maximizing the impact of your efforts. Naturally, your books are the foundation of your business because they showcase your literary talent. The quality of them is crucial to strengthen your image. Competition is hard, and readers will be more inclined to buy your books if they believe in their quality. 

Author website

Your website is an essential component of your author platform because it serves as the central hub for your business. Provide easy access to your author’s biography, published books, additional products and services, newsletter subscription options, contact details, and links to your social profiles. Give equal consideration to both the practicality and design aspects.

When you choose your domain name, consider your author’s name, slogan, tagline, or a relevant term from your niche that is unique to your brand. If the domain name you want is already taken, add words like “Author”, “Book” or “Stories” to make a unique domain name.

Email marketing

Your email marketing is another indispensable part of your marketing because it allows you to address your audience directly. Use your newsletters to provide your subscribers with updates on your projects, a behind-the-scenes look at your writing process, or exclusive content. This fosters trust and loyalty among readers, as they perceive themselves as gaining exclusive insights and benefits.

Use an email marketing service (EMS) such as Mailchimp, MailerLite, ActiveCampaign, Constant Contact, or ConvertKit. People may perceive emails from free services such as Gmail or Yahoo as less professional. I recommended you use a personalized address like “newsletter@your-domain.com”. It not only creates an image of seriousness and professionalism, but also enhances brand awareness.

Social media

Social media offers you the opportunity to gain new fans and followers—it also has the potential to make you known far beyond the traditional boundaries of book publishing. If you want to make the most of social media, you need to actively participate.

A well-thought-out content strategy allows you to share relevant content with your target audience and increase the reach of your brand. Don’t use it to promote your books in a hundred different ways per day. Rather, use it to present and establish your author persona and tell your brand story.

Besides the common social networks such as Facebook/Instagram, TikTok, YouTube, or X (Twitter), active engagement in channels such as Goodreads as well as literary forums further increases your outreach and potential to network.

Literary events

You should also take advantage of the opportunity to attend book events and literature festivals. Book readings, author meetings, book fairs, or workshops enable you to establish a personal connection with your audience. Personal interaction with readers is one of the invaluable benefits of offline events. Direct contact not only allows you to receive valuable feedback, but also to answer individual questions and respond to the needs of readers.

Additionally, participation in literary events gives you the unique opportunity to network with fellow authors, book bloggers, publishers, and booksellers.

Summary

While marketing your book may seem like an enormous challenge, it doesn't have to be overwhelming. When you incorporate your brand into your author platform, you can expand your audience and increase your visibility without overtly promoting your books.

Nowadays, our reading habits are heavily influenced by digital media, which is why your online presence is invaluable. Your website acts as your central hub, and through your newsletters, you can address your subscribers directly. But don’t forget: Personal encounters create a special connection between author and reader and can lead to long-term supporters and fans. Thus, you should participate in such events.

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