So Far Out of The Box You Can't Even See It

It gets fun at the end

It’s not too early to start thinking about marketing your book for the gift-giving holidays. The marketing cycle goes something like this:

Pre-Holiday Prep (2-3 Months Before the Holidays)

Audience Research - First things first. Who are we talking to? Let’s get to know our audience. Who loves your book? What are their holiday habits?

Goal Setting - What’s the dream? Are we aiming for a certain number of sales? More followers on social media? Jot down some clear goals to keep us focused.

Book Packaging - Time for a makeover! How about a festive new cover? Or maybe bundle your book with some cute holiday merch for that perfect gift set?

Content Creation (2 Months Before the Holidays)

Promotional Materials - Let’s create some eye candy! Think festive graphics for Instagram, Facebook, and your website. And how about a snazzy holiday book trailer?

Holiday-Themed Content - Blog posts that scream "perfect holiday gift"! Plus, a series of fun social media posts to keep the festive spirit alive.

Press Kit - Get that press kit holiday-ready! Press releases, author bios, and high-res images, all with a holiday twist.

Website and E-Commerce Optimization (6 Weeks Before the Holidays)

Website Updates - Deck the halls of your website! Add some holiday-themed banners and make sure your book is front and center.

Landing Pages - Create special holiday landing pages with exclusive offers and discounts.

SEO Optimization - Sprinkle in some holiday magic with keywords like “best holiday gifts” and “holiday book sale.”

Social Media and Influencer Campaigns (1-2 Months Before the Holidays)

Social Media Strategy - Plan out a calendar full of holiday-themed posts, stories, and reels. Throw in a couple of fun contests and giveaways!

Influencer Collaborations - Team up with influencers to review your book as the ultimate holiday gift. Maybe they can host a festive giveaway too?

Email Marketing (1 Month Before the Holidays)

Build and Segment Email List- Grow that email list with some holiday-themed downloads or sneak peeks of your book.

Email Campaigns - Send out a series of festive newsletters with exclusive content and special offers. Don’t forget personalized gift recommendations and holiday countdowns!

Advertising (1 Month Before the Holidays)

Paid Social Media Ads - Time to get those ads rolling on Facebook, Instagram, and beyond. Test out different versions to see what works best.

Google Ads - Run some Google Search and Display ads targeting holiday shoppers.

Amazon Ads - Don’t forget about Amazon! Their advertising platform is perfect for catching those last-minute gift buyers.

Public Relations and Outreach (1-2 Months Before the Holidays)

Media Outreach - Pitch your book for holiday gift guides. Reach out to bloggers, journalists, and publications for some festive features.

Events and Book Signings - Plan some holiday-themed book signings or virtual events. Maybe even a pop-up at a holiday fair or market!

Holiday Season Execution 

Engage with Audience - Stay active on social media. Respond to comments, messages, and reviews. Share user-generated content and testimonials.

Special Offers - Highlight limited-time discounts and bundle deals. Make sure to mention last-minute gift options and fast shipping.

Post-Holidays Follow-Up (After the Holiday)

Thank Your Audience - Send out thank-you emails to your buyers and loyal followers. Share a holiday recap on social media.

Collect Feedback - Ask for feedback through surveys or reviews. Use this to see what worked and what didn’t.

Continue Engagement - Keep the momentum going with post-holiday promotions and engaging content.

Measure and Analyze Performance Metrics - Dive into the data! Check out sales numbers, website traffic, and social media engagement. How did we do?

Report and Refine - Create a report of the campaign’s highs and lows. Use these insights to plan for next year’s holiday marketing.

If all of this seems too much like hard work, here’s a much more fun and clever idea. Make your own holiday. When my co-editor and I put out our book, What Was I Thinking: 58 Bad Boyfriend Stories, we created a holiday called Come To Your Senses Day (or c2ysd). We crafted a history, a short documentary, and rituals. The day was celebrated the day after Valentine's Day.  A day when morning shows were desperate for content. That’s how we got on The Today Show and became a best-seller.

Check it out: