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Yesterday, Wise Ink held an event where we got a bunch of indie authors together for a seminar and brainstorming session for creating and maintaining an author platform. We had novelists and non-fiction authors, writers who already have their books out, and those still in the early stages of editing and design. Wise Ink went over what we know, our own tips, tricks, and tools, and the group of amazing indie authors also shared what they’ve discovered on their publishing journey. Below is a list of the most important things covered at our event!

1. Marketing your book is just as much about marketing yourself as it is about your contentBefore social media, marketing was impersonal and focused just on the product. Now, authors are accessible figures, and audiences expect to be able to contact you directly and to get to know you as a person.
2. A diverse platform isn’t just for sales. Engaging in a combination of things, like blogging, tweeting, and podcasts, will reach a lot more people than just a single avenue alone. But what it also does is build a sort of cushion for you and your book. If one area of your platform isn’t performing, then you’ve still got other methods of being successful. It’s less stressful, and you’ll have less marketing fatigue after your launch.
3. Creating a successful platform is about creating a system. Being on social media and regular media and putting yourself out there hoping to reach readers isn’t enough. Guessing how to gain fans and crossing your fingers that they’ll stick is more often than not going to leave you disheartened and frustrated. Instead, be systematic about the kinds of outreach you’re doing, and you’ll see more returns with a lot less hair-pulling.
4. Marketing is all about repetition. Marketing professionals recommend trying out a method to reach readers for a minimum of three months. This lets you get into the swing of that particular method, and it also gives you enough data to understand the wants and needs of the reader. A one-off TV interview will reach fewer people than consistent blogging will. If you’re going to pick a way to find customers, make sure it’s one you will repeat.
5. Know your three audiences. Every author has them: your direct audience (regular readers who will enjoy and/or benefit from your book), your referral partners (people in your industry doing similar things to you. These people have the same goals, and they are wonderful resources for opportunities and new ideas), and your role-models (those who are where are you want to be, people you aspire to be like). Each of these groups should be targeted differently, but you need to figure out who they are first, what they love, what keeps them up at night. Knowing gender and age demographics aren’t enough.
6. Know your keywords. These are the phrases and language in your marketing platform, your book, and your overall brand that will help you maintain a consistent message, and will attract an audience. Our keywords are “purpose,” “movement-maker” and “thought-leader.” What are yours?
7. Look for all types of reviews. Yes, you need reviews on Amazon and Goodreads, it’s true, but did you know that a word-of-mouth recommendation is a positive review? So are awards and endorsements. Think outside the box when it comes to searching for reviews. All of these things build your credibility and help you gain readers.
8. Focus, focus, focus. You could spend a million years worrying about the things you could be doing to promote your book, but that’s not going to help your cause at all. Instead, focus on the things you can do, the things that are feasible and will find a more saturated fan base. What you’re doing, even if it’s less than what you think you should be doing, is still more than doing nothing while worrying about it.
9. Ask for help. On social media especially, people are used to and very comfortable with retweeting, liking, and sharing. Have a page on your website, or at the bottom of email updates you send, asking readers to help spread the word about your book. They’ll feel involved, and you’ll gain more followers.
10. Know the space you’re working in. If your audience, your well of untapped readers, love a certain event, or a show, or another book, become well-versed in their specific enthusiasms. Tune in, comment, be available, and become known in that circle as an individual, and soon you’ll be seen as an expert.

Authors, what other marketing platform tips and tricks do you have?

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