It’s really important to understand the world of social media and online publicity when releasing a non-fiction book for sales success (and not just fulfillment). To see how effective online book publicity creates broader success, look at how ThankYou.co grew their business.
With an army of Facebook fans and their simple products, they went left of field by publishing a book: Chapter One: You Have the Power to Change Stuff.
As well as being a ‘pay what you want’ fundraising model, the book gave people insight into their social entrepreneurial journey and some personal inspiration. Their sales? Ballistic. It raised over $2.5 million AUD in total, from over 125,000 copies sold. It helped launch baby products and open new global outlets.
Notice how I said understand — and not just ‘do’ — social media. It’s true that you can post content all day, every day, and not interest anyone except people you already know. But understanding how people interact online, and why they become interested and buy something, is key to successful book sales.
Why Don’t My Books Sell?
It’s something all authors ask themselves. I often wondered why my books didn’t sell via print-on-demand (except for library orders), and only a few via Kindle/iBooks networks. It felt harsh, especially after earlier ebook success via Lulu in 2006–08. The listing might be well written, the keywords in place, and the category niche enough — but that alone doesn’t convince people to buy an unreviewed book.
They need to know you first.
I had to invest in social media, email marketing, and blogging to bring the right traffic to my publishing blog. Visitors who might return. I had to alert potential readers through my online channels before some (stop-start) sales came in. If I were younger and more “Mummy bloggerish,” I’d likely invest more time into Pinterest.
Go to the Next Level in Book Sales Success
To reach the next level, I would focus on creating engagement on one primary platform — either Facebook or LinkedIn. The difference now? I would create visually engaging images and videos around a clear theme, not just blog posts (and no, not cats).
That said, people do still hop from X or LinkedIn articles to a blog. Joint ventures can work. In 2017, a co-campaign with QuickBooks on a blog post about freelancer tools worked well — generating 250 likes on my book page and around 20 sales. I also scheduled social media updates to maximise exposure.
Secondly, if I were launching a book today, I would create several short press releases and offer a giveaway — such as a worksheet or calculator — via an email marketing system. These tend to perform well because side-hustlers want to work things out for themselves.
I’d likely offer the giveaway through other bloggers, after sending them a press release about the book along with an offer — the calculator, the book itself, or something similar. You can find bloggers at Blogdash.com.
People Like Free Stuff
People like free stuff — and bloggers are no exception.
Journalists regularly receive giveaways of new products being launched. The same goes for editors and high-level bloggers. It’s best to be approachable, professional, and have a clear, compelling email signature if you want to build relationships.
Word-of-mouth advertising is directly responsible for 19% of purchases, and up to 90% of purchases are influenced by word of mouth.
– Source: PR Extra Daily, Sept 18
Just Using a PR Agency for Online Book Publicity
Some authors assume they can rely solely on a PR agency to generate publicity. In reality, that approach is risky.
I had a client who appeared on a popular TV show, discussing her book on both primetime and Foxtel. She did sell books through print-on-demand and her personal launch. However, the PR agency work — which cost $10,000 — did not generate enough revenue to justify the expense. A few mentions in gossip magazines do not make a complete publicity campaign.
For an average author, those results might still be considered positive. But not at a level where a $10K investment is easily recovered.
I handled her book production and proofreading, and those costs were covered by sales. However, the book was eventually removed from Amazon due to negative review trolling.
Book Reviews Are Gold
Book reviews — especially those rated between 3 and 5 stars — are critical for driving sales. The more authentic they sound, the more effective they are.
Readers won’t always love your book, and that’s fine. Reviews of 3 stars and above are still valuable. Look at what readers are saying. Are their points valid? Can you use that feedback to improve your next book?
Reviews don’t appear on their own. A simple email reminder to your subscriber list or a request on your most active social platform can help generate them after launch.
Summary: Why Online Book Publicity Leads to Book Sales Success
Your blog or website should act as a central hub to engage readers in your ideas and your books.
Yes, bloggers or podcasters can help spread the word — but you need to offer something of value in return.
Consider joint ventures with larger companies that already reach your target audience.
Today, visual or written campaigns on platforms like Facebook, YouTube and Substack are effective for building interest. But personal engagement still matters. Readers rarely stumble across a listing and decide to buy a book instantly.
That’s where strong book reviews — at the point of decision — make a significant difference.
Online book publicity is a process with multiple moving parts. Set up your online brand professionally, stay connected with your audience, and nurture your readers over time. That’s what leads to sustained book sales success.Ads do not influence the answers you get from ChatGPT. Your chats stay private. Learn about ads and personalization