By Jenny Kate

In the ever-changing landscape of book marketing, staying abreast of the latest trends is crucial for authors. As we step into 2024, it’s evident that the strategies employed to promote books have undergone significant shifts compared to the previous year. A recent survey conducted by the Written Word Media company sheds light on the evolving dynamics of book marketing, highlighting key changes and emerging trends.

Where are writers spending their time marketing?

In terms of content marketing, there is a noticeable shift towards more personalized and niche-focused strategies. Authors are increasingly tailoring their digital content to specific reader demographics, creating targeted campaigns that resonate with their audience. This personalized approach not only enhances reader engagement but also contributes to a more loyal and invested fan base. What type of content is resonating? Videos. Long-form, short-form, Reels, and Stories. Readers love those, and so do the algorithms.

Furthermore, the survey indicates a continued rise in the popularity of virtual events and online book tours. While physical events faced challenges in 2022 due to the global pandemic, authors adapted by embracing virtual platforms. In 2023, this trend persists as authors recognize the convenience and accessibility of virtual events, allowing them to connect with readers worldwide without geographical constraints.

Email marketing remains a stalwart strategy but with a nuanced approach. Authors are now focusing on building authentic relationships with their subscribers through personalized newsletters, exclusive content, and limited-time promotions. This shift signifies a move away from generic mass-email campaigns to a more targeted and reader-centric communication style.

But how much time are writers spending on marketing versus writing?

These are the stats that really stuck out to me. Writers with less than ten books spend about 10 hours or less on their marketing. Authors with more published books spend even more time, in the 15-20 hour range. That’s a part-time job. Those same authors are reporting they spend only about 2 to 2.5 hours a week writing books. Together that’s anywhere from 20-30 hours a week producing and marketing books.

Interestingly, those authors with less than 10 books use more email promos like Bookbub and Fussy Librarian than authors with more than 10 books published. Those with more books transition from email promos to advertising on Facebook and Amazon. How much are they spending? With less than 10 books, writers spend anywhere from $75 – $167 a month on marketing. Over 10 books? Then the marketing budget ranges from $300 – $2000 a month.

The bottom line is that if you don’t have books ready to sell, do not try to market them. Wait until you have books ready to go. Then when you do, realize that you don’t have to break the bank or spend hours and hours marketing. A 10-hour marketing block per week can be super productive, especially if you use a scheduler for social media and focus on email. This dynamic landscape requires us to adapt to new platforms, embrace personalization, and leverage virtual opportunities. To keep up with trends and sell your books, the need for flexibility and innovation will be key to success.

For more on author marketing, make sure you register for Pikes Peak Writers Conference and join me as I discuss best practices for building an author brand and marketing to sell books.