The reason we’re so crazy about marketing is that organic reach is disappearing.
What is organic reach? It’s when someone finds what they need without the company or publisher spending money on advertising. When people talk about ads and marketing and say organic reach has disappeared, they mean free advertising.
Free platforms on social media. Free exposure. There isn’t a day that goes by that I don’t see an author in one of my writing groups ask how they can find exposure for their book without spending any money.
Twitter has promoted tweets. Facebook makes you boost posts on your own page so everyone will see it. Instagram (in conjunction with Facebook) will promote your posts. Authors are clamoring for attention, and if you can’t, or don’t want, to pay, your post will get lost in the fray.
Is there anyway for an author to find free traction? There are some ways to get around disappearing organic reach, but they take a lot of time and work, and there are no guarantees you’ll see results.
- Look for other websites that pertain to you and your genre, and ask them to interview you or ask if you can write a blog post about your book. That’s free. Check the blog for the kind of content it offers and ask to contribute. Everyone is looking for quality content. You’re helping them, and they’re helping you. But make sure they have a good-sized audience or you’ll be wasting time.
- Simply ask. Ask for a retweet or ask for a share. If you’re blogging, use hashtags on Instagram, Twitter, and Facebook to tag your work when you and others share your post. I can get quite a few eyes on a blog post on a Monday using Rachel Thompson’s #MondayBlogs hashtag on Twitter. That’s for my blog, though. I don’t push my books on Twitter, and she has a strict no self-promo rule. Research hashtags and use them appropriately on social media platforms.
- Network. People don’t like to network because it takes time to build relationships. It can take years to build a foundation in your genre. Join groups that read the genre you read and write in. After you establish trust and made friendships, you can say, “This month’s selection was amazing. I have a book I just launched that is similar if anyone wants to give it a try.” And that’s it. Taking years to build a group only to be able to say one or two things about your book is a huge time suck. But if you can’t spend the cash, you have to spend the time.
- Ask your local newspaper or area magazine to interview you. I’ve even seen local authors on my local morning news program. Who knows who is watching at 5:30 AM but if you can’t spend money on ads and promos, every little bit helps.
- Send out a press release. There are press release templates online. Explain what your book is about and send it out into the world. You can find a list of paid and free places to submit a press releases here. You can Google a list of press release templates, and Word has a press release template you can search for in their templates menu.
- Write for Medium. Instead of blogging, write on Medium and build an audience there. This is especially ideal if your book is nonfiction. Then you can write short articles on your topic. If you don’t know how to go about it, but it sounds interesting you to you, check out Make Money on Medium: Build Your Audience and Grow Your Income with Medium.com.
- Start a newsletter. Start it now, even if you don’t have a book out yet. Some email aggregators don’t charge until you reach a certain amount of subscribers. It can take a while to build your list, but the sooner you begin, the better off you’ll be.
- Contact your independent bookstore in your area and develop a relationship with the
manager and staff. A good example of this is Dave Koster. He has a relationship with Black Birch Books in his city. They carry his book and have hosted book signings for him. He gets to post about it on social media to build buzz, and he’s making local connections. If you don’t have money to spend on ads, or don’t want to take the time to learn how to use them properly, you will have to do the footwork to try other things. (To take a look at Dave’s book on Amazon, click here. If you want to follow him and his publishing journey, click here and follow his blog. He has another book coming out soon!)
A lot of the 2020 predictions are based on the fact that organic (free) reach is gone. Everything is pay to play, and this isn’t going to change. How much money do you think Amazon makes double-dipping their authors by charging to sell their books and charging them to advertise? The more important question – how much do you think Amazon makes off indies who waste money on their ad platform because they don’t know what they’re doing?
Mark Coker accuses Amazon of stealing the author platform, that we need Amazon to sell books, but I don’t think that’s only an Amazon problem. Facebook makes you boost a post in your own group or not everyone will see it. Some of Kobo’s prime promotions are paid or you aren’t eligible. They have free ones you can apply for too, but as you can imagine, they are very competitive and difficult to secure. Amazon isn’t the only one making you pay for exposure, yet they seem to take the most heat for it.
If you’re going to depend on free marketing when you publish, start building your platform long before your book comes out. Have all your social media intact in the niche or genre you’re writing in. Every little bit helps, I just can’t promise you how much.
Some other blog posts on organic reach:
Do you have other ideas for free exposure? Let me know!