Marketing your book as an author can feel like a daunting challenge, but with the right strategies, you can turn your story into a success. As part of our March Madness Month, we’re thrilled to debut The Storyteller’s Shelf Podcast, where we celebrate children’s books and all who bring them to life. To kick things off, we’re sitting down with Jennifer Nestor, a marketing expert and picture book author, to uncover the top five secrets to effectively marketing your book. Whether you’re an author, illustrator, educator, or industry professional, these insights will help you navigate the ever-changing world of book promotion with confidence.
And before we jump in: Jennifer is offering a free 15-minute marketing author consultation for new picture book authors. Authors can email her at jennifernestorauthor@gmail.com with the secret word STORYTELLER to schedule a time to connect.
Many authors struggle with book marketing. What’s the biggest misconception authors have about promoting their books?
J: Many self-published authors might think that once they upload their book and “go live” on Amazon or other websites that there will be thousands of buyers waiting and ready to purchase it. Without having a detailed marketing plan in place at least 6 months to a year in advance of a launch, it will be challenging to see short-term success.
Promotion of your books in advance is extremely important since it typically takes an audience 3-5x seeing an ad or some sort of promotional messaging to engage with a particular brand they might not know or have seen before. This applies to authors as well.
Social media plays a huge role in book marketing today. What are the most effective platforms for authors, and how can they use them to build an engaged audience?
J: Many social media platforms can be useful within an author’s marketing strategy, and they all play different roles and have different users on the platforms. Pending what the overarching strategy is, I’ve seen success from using Instagram, TikTok, and Facebook. BlueSky is also picking up as X diminishes in popularity. I’d recommend looking into YouTube as a possible avenue for more brand awareness if you’re looking to do read-alouds, or partner with YouTubers to read your book as part of your promotion strategy or launch. The truth is, you can look at any social channel as a benefit, but to do a proper strategy, it may be best to choose 1-3 channels and focus there, versus trying to do it all.
- Instagram is great for visuals and reels. Being able to put together quick videos or educational content can help an author establish a presence amongst this platform owned by Meta. You can also do promoted posts and target specific geographical radiuses, age ranges, and titles which is helpful when you have an event or video you want to promote with a good call to action. Here you can expect to see school counselors, parents, librarians, elementary teachers, and other authors which are helpful for building the right audience. Test out different hashtags and use trending audio whenever possible for reels.
- Similar to Instagram, Meta is great for leveraging large Facebook groups with other authors as a learning tool for promotion ideas. Join author groups online to get a scope of what’s working and what’s not for fellow colleagues. Meta is great for sharing your promos with friends and family, and creating Facebook ads that can target similarly to Instagram and garner you a new audience. Creating your own Facebook group can also be a tool used to grow your email list and drive promos to.
- TikTok is popular for reels and short-form video content. You can gain an audience quickly by participating in follow trains and finding accounts that match your target audience. There are elementary school teachers, librarians, counselors, parents, and specifically a lot of mom accounts that could be potential partners or reviewers for your book. Leverage BookTok, hashtags, and trending audio for this channel to grow your following. You can also put a link to your website up at the top of your profile and use the TikTok shop if you’re interested in being a seller.
- BlueSky is great for connecting with authors, agents, editors, and participating in contests. Think of it like a Threads or X but more current. On this channel, hashtags can be helpful to find what you’re looking for. If you’re interested in being traditionally published, this could be a good professional channel to position yourself and your book.
What strategies should authors use to market their books beyond social media? Are there any underutilized marketing techniques that authors should be paying more attention to?
J: Beyond social media, there are many marketing strategies that can be beneficial, especially for debut authors to help them garner more brand visibility and awareness of their upcoming book(s).
Submitting for awards can be helpful for authors who are looking to position themselves as “an award-winning” author. The editorial reviews that go along with some awards can truly help you build up those positive testimonials that you can use on your Amazon listing, website, and back matter of your book to promote.
Local news outlets like radio, TV, and print (traditional media) can be a huge help to build brand awareness, credibility, and local support from those in your community. Sometimes, creating local champions who can help you spread the word to schools, bookstores, events, librarians, and other potential opportunities can be helpful along the way. They’re also great for website SEO and internet presence.
Email newsletters can be helpful to help you grow your brand. Start building the list early so that you can have a good amount of emails once you launch your book. Participate in book giveaways with other authors to build your list, and drive traffic to your website where they can get a free coloring page or pdf for signing up for your newsletter. Create excitement, and continue to promote it, as it’ll be an ongoing benefit to your author business.
Speaking engagements, lit chats, events, and book readings can help promote your book. The more you show up in your local community and network, the more these opportunities will present themselves without you having to seek them out as often. This is a great way to meet new potential customers, educators, librarians, media specialists, and connections that can help you along your journey.
Using social media influencers who have a large following to review your book can be extremely helpful when it comes to garnering additional reach.
Podcasts can be helpful to build credibility and allow your audience to learn more about you. Try selecting podcasts that have a larger following, and do your research on whether or not they’re free, or charge.
Building relationships in the publishing world can make a big difference in an author’s success. What networking tips do you have for authors who want to connect with bookstores, schools, and libraries?
J: Partner with local indie bookstores for book signings, events, and local markets. They’re great networking connections and they’ll support your love for creating high-quality products without having a traditional publisher. They’ll often want to work with you for some sort of consignment deal and see you succeed. It can take some time to get a hold of these managers since they have a lot on their plate, so don’t give up trying. Be persistent, and you could always follow up by showing up to the store with your book and a pitch, or by calling the store.
School visits are extremely helpful in getting the word out about your book. The more students who can get your book in their hands, the more you can continue to spread your positive message and share your story amongst those who will be typically reading it with their parents, or on their own. The best advice I can give for reaching out to schools is to send an email with your book sheet that has a summary, the book cover, information about you, any awards you have, and your ISBNS with the price of your book. Introduce yourself, and share any pertinent information that sets your presentation apart from other authors. How are you different, and why should they invite you to their school? Teachers and librarians can help push these visits for you so if you personally know teachers in your area, reach out to them first before cold emailing a school. Remember, presentation and professionalism matters when visiting schools. Be prepared. Have an interactive presentation and bring the energy!
Each library has different protocols for submitting your book. I would go into the library and introduce yourself and bring your book. Ask to speak with the children’s librarian if you’re a kids author, and talk to them in person if you’re able. Another approach you can take is to email or call the library. Once you’re able to get your book approved, oftentimes, they’ll have you on an author list for library-focused events and you’ll have a chance to participate in local lit chats as well.
With so many picture books being published every year, standing out can be tough. What are your top three book marketing tips that every picture book author should implement today?
J: First, develop your own personal brand, and make it clear why this book matters to young readers.
Then, continue to build on the excitement of every post and engage with your audience. If you receive a comment on social media, comment back. Create videos that share your passion behind your book. If you’re passionate about it, most likely others will be too. Your passion will be contagious.
And finally, think about what lesson are they taking away from supporting or purchasing your book. How can it make an impact? Why are you an expert in that topic?
Do you have any golden advice for picture book authors who are just beginning to plan their book launches?
J: Yes! My advice for picture book authors who are just beginning to plan out their book launch is to take it one step at a time. Develop a marketing plan. Without one, you’ll just be trying everything under the sun and hoping it works. But what if I told you, that if you create a detailed marketing roadmap with all the steps you need to take in that six-month to a year time frame will make you more relaxed and feel confident in your launch, instead of listening to all the misinformation out there?
Remember, it’s not a plug-and-play type of strategy. Every book is different, and every brand has its own unique voice. Stand out amongst the crowd, don’t rely on just imitating what everyone else is doing. Finally, build an author community around you. Network online and in your area. Join picture book author memberships like SCBWI, 12×12, and other organizations that can help you understand best practices.
Marketing a book takes strategy, persistence, and creativity, but with the right approach, authors can build a strong readership and lasting impact. Jennifer’s expert advice provides actionable steps to help authors successfully promote their books and connect with their audience. If you’re looking for more insider tips on publishing, tune in to The Storyteller’s Shelf Podcast, where we demystify the publishing world and celebrate those who bring children’s books to life. Stay connected, keep creating, and most importantly—keep sharing your stories with the world!
About Jennifer:
Jennifer Nestor’s passion for writing grew out of her love for penning poems, song lyrics, and short stories as a little girl. Jennifer has been in the marketing and communications industry for over twelve years, managing several creative teams who were responsible for various marketing functions like advertising, public relations, internal communications, events, content development, creative campaign development, online marketing, and more.
During her time as a leader in the St. Johns County community, she has served on the board of The St. Johns Women With Vision Council as the Communications Chair, held a position on the Fostering Connections Advisory Council, as well as being a mentor or “Big Sister” for Big Brothers Big Sisters of NEFL.
A recent Communications Master’s Graduate from SNHU, Jennifer loves to encourage others on the value of continuous education and creating heartfelt content for their personal brand, inspiring those around her to remain authentic and true to themselves. She is a member of the National Society of Leadership and Success and Sigma Tau Delta English Honor Society, and is a first-generation graduate.
She’s always enjoyed the creativity and emotion of storytelling and is truly thrilled to share new stories that encourage bravery in young readers. Her mission as an author is to create imaginative books that make a positive impact and promote diverse characters who acquire strength, courage, and a sense of individuality through their adventures. She is a current member of SCBWI, Authors of the Roundtable, and ALLI.
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