Successful book promotion stems from effective branding and communication with your audience. Maintaining relevance after your book is published and the publicity campaign ends is an important way to continue building on your brand and take advantage of the investment you’ve made in your campaign.. Therefore, if you’re wrapping up a publicity campaign with us, here’s a few tips to keep your book and expertise relevant and not let your (and our) efforts fade away.

1) Use Google Alerts To Your Advantage

Set up Google Alerts with key words such as your name and book title to keep track of any media hits that surface after your promotion campaign ends. For example, if your book is creating buzz in your field and media outlets are continuing to mention you/ your book in articles, you need to catch these as they run. . Your ability to stay keen to the conversation surrounding you or your book is key to maintaining your relevancy in the long-term. You want to be aware of these and use them on your social media and add to your website’s press page.

2) Monitor Social Media Chatter Surrounding Your Topic of Expertise

Use social media tools to keep the conversation going in your field of expertise. Browsing hashtags on Twitter and Instagram, replying to comments, and engaging with trending posts keeps your audience engaged and aware of your online presence. Your social media is a perfect opportunity to showcase expertise in your field and attract more potential followers that might be interested in your book well after its been published. Think of social media as a gateway for your audience to learn about your brand, let them into your ecosystem, build relationships with you and allow that to help sell your book once they’re hooked on your content.

3) Always Be Ready To Jump Into The Limelight

It’s not unusual for media outlets to request interviews with authors that are known experts in a trending, newsworthy topic. Keeping contact with key outlets gives opportunity to add to the conversation whenever your topic becomes relevant in the news space. Stay current on events and chatter happening in the news and be ready to pounce when the opportunity arises. There will always be a constant ebb and flow to media attention, one’s ability to adapt to the changing tide of conversation will greatly impact the long-lasting effects of your book’s publicity campaign.

PR by the Book is available to assist you along the way in various ways if you continue to promote your book and expertise. Here are just a few ways we help clients when they wrap up a campaign:

  • Build a 3-month content calendar for social media
  • Reviewing the next 6 months for other PR opportunities and timely tie-in’s

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  • Phone consulting about what’s next and how we can help…How to keep up the momentum
  • Once a year strategy session on continuing book marketing and PR

There will always be opportunity for authors to continue to build their brand and continue to sell copies of their book. With these tips, we hope that you take the time to strategically think about how to leverage your time to maintain relevance in the long-term. Remember that book promotion is a marathon, not a sprint.