Evergreen & Backlist Book Marketing Tips for Children's Book Authors
Expert tips for marketing your book after it launches into the world...
My first picture book, Tova’s Sweet Solution, launched into the world about three weeks ago!
Launch week included a few school visits and a bookstore event.
Then, I got food poisoning.
Followed by a yucky virus that has kicked my butt for weeks. (I’m still sick, actually.)
Needless to say, my momentum feels completely gone.
So now what?
My book isn’t evergreen or backlisted yet, but I wanted to think ahead about my marketing efforts long term.
What should I do to keep up the marketing momentum?
I asked my writers’ coffee group—a brain trust of friends who are incredibly experienced and generous with their advice.
Here’s what they said.
Evergreen & Backlist Book Marketing Tips for Children’s Book Authors
Be sure to connect with communities and organizations outside of the “book world” (so looking beyond bookstores, libraries, and schools). This is something you already did, Melissa, by inviting the Denver Celiacs and Baker Beth Catering to your book launch…so pat on the back for you! These communities will be so excited to share your book through their various channels, meaning your story will have a greater chance of reaching your intended audience.
Brittany Cicchese, Author and Illustrator of Tiny Worlds, and Illustrator of Just in Case and More
I try to pay attention to specific days of the year and then market around them. For example, September 24 is National Punctuation Day. A great day to celebrate on Social Media or at schools with my book, THE DAY PUNCTUATION CAME TO TOWN.
I also think it’s important to remember that with picture books, every five years or so, you have a whole new audience. (Kids who were in first grade when my debut came out are now in 8th grade.) With this kind of mindset, you have the chance to always appeal to new parents, teachers, and readers simply by reusing old content.
Kimberlee Gard, Author of The Compound Noun Treasure Hunt, Snoozapalooza, and More
Repurpose your content. Every podcast interview, blog post, school visit, or review can live in multiple places, in multiple formats, over multiple years. A single interview can become social media posts, video snippets, quote cards, a newsletter feature, and a blog recap.
New readers discovering your book in year three (or even month three) haven’t seen any of your launch content.
Recycling isn’t lazy, it’s how you stay visible without burning out. Whenever you create or receive a solid cornerstone piece (articles, interviews, reviews, etc), mine it thoroughly.
Bianca Schulze, Founder of The Children’s Book Review, Author of Who Loves the Dragon? and More
Remember that this is a long game. Launch day is just one day of a career. The human connections you form at bookstores, libraries, and other events should be nurtured, because these are the people who might recommend your book to others and maybe even invite you back to future events.
Jolene Gutierrez, Author of Unbreakable, Too Much, and More
Having a platform on any one or more social media sites is important for visibility, and you should post content regularly, even if it's once every two weeks. Even posting minimally is enough to be present for editors and agents to find you and your work. It's nice for potential publishers to know that you are a real person who regularly engages with the book community in this way.
Dow Phumiruk, Author and Illustrator of Happy Songkran Day & Illustrator of Many Books
Give teachers and librarians a preview of your author visit, whether it's through a bookstore story time, a short virtual visit on World Read Aloud Day, a video clip posted to YouTube or social media, or presenting at a conference or festival. That way, they can get a sense of who you are and what you are like as a speaker, which hopefully leads to them booking you for a paid gig and more exposure and book sales.
Andrea Wang, Newbery Award-winning author of Worthy, Watercress, and More
Get to know your regional sales manager. Occasionally, I would send thank-you notes showing my appreciation for their hard work, sometimes giving them a heads-up when having a book event. Now that National Book Network has merged with Simon and Schuster, I am currently in the process of finding out who has taken over that new job.
Carmela LaVigna Coyle, Author of Anyone Else Awake?, Do Princesses Wear Hiking Boots, and More
Gather tips and tricks that will be helpful to you and others. Helping and inspiring other creators, industry experts, and professionals not only re-affirms the knowledge we’ve garnered but also builds positive relationships that we can nurture.
Lauren H. Kerstein, Author of Hope Rode, Home For a While, and More
Thank you, friends!
Here are my takeaways for my future not-sick-as-a-dog self.
It’s a long game, as Jolene said.
I can pick and choose things that work for me at different times of the year and seasons of life.
Thinking creatively and proactively includes recycling content, going outside the book-world box, and considering what educators need in order to book a school visit. Among other things.
I got this. So do you! Onward!
Right after I get another box of tissues…
Excellent advice 👏🏾 It is a long game. Consistent outreach and community building is key.
Very good points!