If You Publish It, They Will Come
That may have been true ten, five years ago in indie publishing. It is no longer the case today. Readers have a lot of authors and books to choose from. They don’t know you, so you have to do something to get their attention.
Okay, but what something? After visiting Google, I decided to do my own blog tour. I went to listservs and chat rooms for authors and asked questions. Established authors said a blog tour was a waste of time. But new and indie authors said to go for it. I had nothing to lose, and no money to spend, so I did it myself. Here’s how I did it.
1. Build a MEDIA KIT
Honestly, this wasn’t the first thing I did. I realized I needed it as responses started rolling in with bloggers requesting the same materials over and again. But I recommend it be the first thing you do.
A media kit is everything a blogger could possibly want or need in order to host you on their webpage. Include in your Media Kit the following:
Your book blurb. I included different lengths of my blurb, including the full blurb that’s up on Amazon. A shorter three sentence blurb. And a one sentence blurb. My debut book was erotic romance, so I also had to be sure and include a PG version of my blurb for bloggers who also showcased YA books.
Book excerpts. Choose one to two scenes that you feel would get readers engaged in your story. I recommend the excerpt should start somewhere in the middle of the scene and end before the scene is over at a high point of tension. If you choose well, this tactic would naturally lead a reader to push the ‘buy now’ link so they can find out what happens next. Again, make sure you have a PG excerpt for bloggers who showcase YA books.
Guest Posts. I wrote three guests posts for my tour. I found that bloggers liked craft pieces, writing tips, and social commentary. So, I wrote one of each. I also found that some bloggers wanted you to answer their list of questions instead of using your posts. I complied, and then saved each question and answer. I included these Q&A’s in my media kit and made them available to all subsequent bloggers.
Author biography. Be sure to include the bio you’ve written for yourself and posted on your website. I found that some bloggers preferred a one sentence bio, called a tagline. So, I paired my long bio down and included two options in my kit.
Links. Be sure to include your store purchase links, your website url, and all social media links and handles. In my ebook, I have fancy graphic links. I assumed the bloggers would do something graphical with my link, but few did. Instead they just left the entire URL up under my name. I didn’t like that, but I had to realize that many of these bloggers weren’t graphic artists or any more tech savvy than your average person. Moving forward, I’ll need to think of a better way to list these links.
Images. Attach images separately, as well as in the body of the kit. If you have a lot of images, make them available upon request.
That was a lot of information, but I suggest you get started on that before contacting bloggers. Many get back to you straight away and begin making requests.
2. Find BLOGGERS
Once your media kit is assembled, you need to start finding blogs to host your amazing information.
I began my search at the Book Blogger Directory: https://bookbloggerdirectory.wordpress.com/
I made certain to check for bloggers who were in my genre.
I also checked their sites to see when their last activity happened. You don’t want to spend time querying a blogger whose last post was in 2013.
3. Make CONTACT
Once I had my list of vetted bloggers in my genre, I began to contact them. Be aware that some of these bloggers have handy Google Docs. They’d prefer you use these instead of emailing them directly.
For those I emailed directly, I made a form email, but I sent each blogger an individual email with their name in the salutation. I also tailored the form email to each blogger where possible. For example, if I saw that a blogger was only interested in author interviews, I didn’t mention that I had blog posts and excerpts because I knew they wouldn’t be interested in those items.
Here’s an example of the basic form email that I sent out:
Dear [Book Blogger],
I write erotic romance, paranormal romance, and fairytale retellings under the pen name, Ines Johnson. My newest release, Pumpkin: a Cindermama story, which is a fairytale retelling of the Cinderella story will hit the print and virtual shelves on March 17th.
I’ve planned a book tour throughout the month of March to create some buzz and garner a bigger audience for my book. I’d love to make a stop at your site. I’m happy to do a Q&A, a blog posting, submit my book for your review, or any combination of the three. I’ve prepared three posts for the occasion. If you feel that one of the topics might interest your readers, I would be happy to make it available to you any day during the month of March and April. Attached you’ll find my Media Kit for your convenience.
4. Keep RECORDS
It looks bad to contact the same person over and again. Or to forget that you agreed to give this blogger that post on this day. I kept a spreadsheet in Google Docs so that I had access to it at all times.
On the list I listed the blog title, the blog URL, the contact person’s name and email address. In other columns, I placed what each blog looked for from guest bloggers, when I contacted them, if they responded, if they said yes and what they wanted, when the post would be live, and when they needed the information by. You should also note if they want exclusive content, and if they want you to provide them a giveaway.
* a note about giveaways: try where possible to offer your book as a giveaway. I got my highest sales on the days I offered my book as a free giveaway. I didn’t want to offer a gift card, remember I was broke by this time.
5. Be SOCIAL
As the blog tour began, I made a fancy banner announcing the tour for my webpage. I linked to each blog that hosted me.
On the day of each tour stop, I tweeted and posted each blog. And I visited each site to try and interact with any commenters and responded where appropriate.
6. Send THANK YOU NOTES
But the most important thing I did, was mind my manners. After each post I wrote a personalized thank you note to each blogger. I told them how they affected my sales rank that day. Each one invited me back!
I had phenomenal success with my tour! I was on thirty blogs over the course of my launch week. As soon as those posts went live, my debut novel was launched into the Top 100 where it’s stayed for a week after my launch. I could see the effects in real time. When a tour stop went live, an hour or so later, I’d see sales. I didn’t see much of a blip on social media (ie, my newsletter or Facebook Likes). My twitter followers did see some of an uptick, but mostly from the bloggers themselves as they tweeted about the post.
I repeated these steps fro the When Black Women Fall promo tour. This time I had over 50 bloggers sign up for the tour, many were repeat bloggers who I built a relationship with over the year I’ve been published. To see the other authors on the tour, please visit our site at http://whenblackwomenfall.com!