Authors and freelancers, this post is for you. Do you have a plan for promotion? More importantly, do you have a budget? What's your strategy for getting on people's radar?
There's no magic formula for knowing what to spend, but there are guidelines to keep from sinking in quicksand.
This is what I keep in my budgeting arsenal.
Have clear goals on what you need and what you can afford.
I can't stress this enough. If you need an editor, get some quotes. If you need an artist, know what you're getting for the money. If you buy advertising, swag, or promotional events, create a budget ahead of time so you know not to go over your limit.
It's very easy to overspend when opportunities come up for little chunks of money. A blog tour might cost you $50. An ad on a prominent web site might cost you $100. An ad here, a postcard there, and a conference or two down the road can add up to big bucks before the year is over.
A pre-arranged blog tour can take a lot of stress off you, but you can also do it yourself if you're willing to put in the time to contact potential reviewers and blogs to host you. The same goes for doing your own formatting, editing, or cover. These last three require some level of expertise so if you know it's not your strong suit, budget for that expense.
Jot down the things you'd like to do for your upcoming book. Get some quotes on what each of these prospects will cost, then whittle it down to those things you can do yourself and those you'll have to hire out.
Make a deal.
Many times I've given authors discounts when they hire me for several design jobs at once. It's much easier for me to create a postcard, bookmark, and cover all at once than piecemeal. For one thing, I'll be working with most of the same elements in the same resolution and color profile. I can also design with these various venues in mind so the whole project looks like one cohesive unit.
Even if the artist or editor doesn't offer discounts publicly, it never hurts to ask.
Invest, but save for the future.
On the very first book (and sometimes the second or third), you have no choice but to invest in its promotion to get that book on the radar. Pace yourself. You don't have to be everywhere at once or buy into every promotion.
No matter where you invest, look into your rate of return. For blog tours, choose blogs that have a big readership, or at the least a lot of comment traffic. If you buy an ad in a magazine, ask for their subscriber numbers. Does it have a big enough audience (for your type of book) and for the money they're asking? If you go to a book conference, can you sit in on panels, get a book signing, or run a discounted ad in their program?
Time is money too.
This is a biggie. If it takes you weeks to figure out where the best blogs are for hosting your blog tour, you might be better off hiring a company to set it up for you. Those weeks you spent trying to come up with a great cover, or the migraine you earned trying to format your book could be better spent writing.
You can't get your time back, so spend your time as wisely as your money.
Be a copycat.
I often follow successful authors on their blog tours as a silent witness. Some of the good ones will keep a list of their appearances. I make a note of where they appeared, what they talked about, what kind of response they got, and whether I thought they were interesting.
The ones I found most interesting often talked about themselves. As a reader, it made me feel more connected with the author. It made him/her more human, more approachable. A relatable author leaves me with a good feeling. By extension, his book also leaves a good impression, all without forcing the sale.
My favorite no-cost marketing tip.
For me, the best thing I ever did to get on people's radar is to interact. It's time consuming, but it is free. Comment. Reply to tweets and Facebook posts. Then repeat. In time, people will recognize your name on blogs, forums, and social media. People love an interesting person. Learn to be that person.
Back to you. Do you budget for your marketing? Do you value your time as much as your money?
What's been your favorite promotional tool so far?