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:
Love the cover
Wonderful memories💕