Your Book is Published. Now What?

Publishing a book is a significant achievement for any thought leader, but the journey doesn’t end when the book hits the shelves. The real challenge is ensuring that your book continues to find readers, make an impact, and support your reputation as a thought leader. Sustained marketing efforts are crucial to achieving long-term success. Here's how you can maintain momentum after your book is published and continually promote your work.

1. Leverage Your Brand and Platform

Your brand is one of your most valuable assets as a thought leader. And the brand is YOU. Readers buy books from people they trust and admire, so continuously nurturing your relationship with your audience is key.

Example: Simon Sinek

Simon Sinek, author of Start with Why and Leaders Eat Last, has built an extensive personal brand centered around leadership and motivation. He regularly publishes content on LinkedIn, posts videos, and engages with his audience through speaking engagements and online platforms. His books are continuously referenced in his talks and social media content, keeping them relevant.

Tip: Use your existing platforms, such as a blog, podcast, or YouTube channel, to create content that ties back to your book. Every time you release a podcast episode or blog post, find ways to weave in lessons or examples from your book without being overly promotional.

Remember that last line, "without being overly promotional." No one wants to be pitched continuosly. It gets old immediately, and the impression is of a pre-owned car salesman.

2. Engage in Thought Leadership Beyond the Book

Your book is a stepping stone, not the endpoint. To keep the conversation going, engage in thought leadership that extends beyond the pages of your book.

Example: Brené Brown

Brené Brown, author of Dare to Lead and The Gifts of Imperfection, maintains her leadership presence by speaking on podcasts, writing articles, and hosting workshops. By continuously engaging in topics related to her books, she stays in the conversation as a go-to expert on vulnerability and leadership.

Tip: Host webinars, workshops, seminars, lectures, or online courses that further explore the themes of your book. This adds value to your audience while promoting the book organically. Additionally, speaking at conferences or as a guest on podcasts allows you to reach new audiences while reinforcing your thought leadership.

This is precisely what I did after publishing my long-awaited memoir. I got down to business and wrote a writing course, for people who wanted concise content digestible in their own time. Check it here https://elisekrentzel.com/courses

3. Create a Long-Tail Marketing Strategy

The success of your book is not determined only by its launch. Although getting your book high in the Amazon rankings is a great marketing tool, more is required to keep up the momentum. A long-tail marketing strategy focuses on the long-term, consistently promoting the book through various channels.

Example: Ryan Holiday

Ryan Holiday, the author of The Obstacle Is the Way and Ego Is the Enemy, focuses on long-tail marketing. His books steadily sell year after year because he keeps them in the public eye through constant references in podcasts, articles, and social media. Holiday also repositions his books around timely events or discussions related to Stoicism and personal development.

Tip: Update your marketing strategy regularly. For instance, if current events align with some of your book's themes, reframe your marketing to highlight that connection. You can also run seasonal promotions (when appropriate) or collaborate with influencers to give your book new visibility.

4. Utilize Social Media for Continual Engagement

Social media is a powerful tool for promoting your book over time. Consistent posts sharing insights from your book, testimonials, repurposed, and related content keep your book visible without appearing overly promotional.

Example: Mel Robbins

Mel Robbins, author of The 5 Second Rule, uses Instagram and LinkedIn to share snippets of her book, quotes, and video clips. She engages with her audience by providing value in each post, making sure to tie back to the concepts in her book. Her social presence fuels ongoing interest in her work.

Tip: Share quotes, short stories, or personal experiences that relate to your book. Encourage user-generated content by asking readers to share their favorite sections or lessons learned. Engage with these posts to foster community interaction and drive book sales organically.

5. Leverage Reviews and Testimonials

One of the most effective ways to market your book after launch is through reviews and testimonials. Positive reviews on platforms like Amazon and Goodreads provide social proof, encouraging new readers to pick up your book. Add those testimonials to all your marketing platforms, websites, and newsletters. Bragging rights are best when they are third party endorsements. The image below is of a book I collaborated on as editorial director, content advisor and editor.

Example: James Clear

James Clear, author of Atomic Habits, makes great use of testimonials and reviews. He shares reviews on his website and social media, which adds credibility and trust for potential readers. His strategy of showcasing user success stories has helped Atomic Habits remain a best-seller long after its initial release.

Tip: Proactively reach out to readers, influencers, and even colleagues to request reviews. When sharing testimonials, focus on how your book has helped readers solve a problem or improve an aspect of their life or business. This reinforces the value of your work.

6. Keep Your Book Fresh by Repackaging and Repurposing Content

Content repurposing is an excellent way to continue promoting your book without having to create entirely new material. Take the content from your book and reshape it into different formats, such as infographics, blog posts, or video snippets.

Example: Tim Ferriss

Tim Ferriss, author of The 4-Hour Workweek and Tools of Titans, repurposes content from his books across his podcast, blog, and social media platforms. By breaking down his book into smaller, digestible pieces of content, Ferriss keeps his books in the spotlight and continually reaches new audiences.

Tip: Create bite-sized content from your book and share it regularly. You could turn chapters into blog posts, record short YouTube videos based on specific lessons, or create infographics that visualize key concepts. Repurposing content keeps it relevant while offering a fresh perspective.

7. Maintain Relationships with Your Community

Your book should be the starting point for building an engaged community. If readers feel connected to you and your work, they’ll become advocates for your book and help you promote it through word-of-mouth.

Example: Seth Godin

Seth Godin, author of Purple Cow and This Is Marketing, has built an online tribe of devoted followers who consistently engage with his work. By focusing on community building, Godin ensures that his books are continuously discussed and shared long after their initial release.

Tip: Build an email list where you can engage directly with your readers. Offer exclusive content or behind-the-scenes insights related to your book. You can also create a private community or Facebook group where readers can discuss your work and share their own stories. This keeps your book top of mind and promotes organic sharing.

Marketing Your Book Is a Marathon, Not a Sprint

After your book is published, consistent, creative, and engaging marketing efforts will help maintain its momentum. By leveraging your personal brand, engaging with your audience, and continually sharing valuable content, you can ensure that your book remains relevant and reaches new readers over time. The key is to approach book promotion as an ongoing process that supports your thought leadership journey.

With these strategies, your book can remain a powerful tool in your thought leadership arsenal for years to come. For more information on achieving a long-tail strategy, hop on a free consultation call with me at?calendly.com/ekrentzel.