Why You Shouldn’t Make a Website or Instagram Account for Your Book
Book marketing is both incredibly exciting—but also tricky. If you have a new book coming out, in the excitement of the pub date and book launch, it can be tempting to do anything and everything you can think of to promote your book, from social media marketing to building websites.
While the digital age has opened up numerous avenues for self-promotion, there's a common misconception that creating a standalone Instagram account or website solely dedicated to a single book is the key to success. However, a more holistic, growth-oriented approach to author branding is going to be better for you and your book in the long run.
Let’s dive into why.
The Pitfalls of Single-Book Social Media and Websites
1. Limited Shelf Life
Creating a dedicated Instagram account or website for a single book may seem like a focused strategy, but it comes with a major drawback: a limited shelf life. Once the promotional activities for the book wind down, so does the interest in the dedicated platform. This leaves authors with an abandoned digital space that no longer serves a purpose. It also leaves you with a lot of time and energy spent developing a website or social media handle whose relevance will die off quickly.
As a marketer who’s always encouraging my clients to carefully consider what they have the bandwidth and budget for, I only advise that they invest time and energy into marketing vehicles that will most likely yield a long-term return.
2. Narrow Engagement
A book-focused platform may attract readers interested in that specific work, but it fails to capture a broader audience. Authors risk isolating themselves from potential readers who might be interested in their future works or engaging with them on a more personal level. Narrowing your digital presence to just the book topic at hand limits the opportunity for organic growth and community building from you as the thought leader that you are.
3. Missed Branding Opportunities
You are more than just the sum of your book topic. A dedicated book platform misses the chance to showcase your personality, interests, and writing journey—which is often what your audience is just as interested in as your book.
Readers are increasingly looking for a deeper connection with the creators they admire. By limiting your digital presence, you miss out on opportunities to establish a multifaceted brand that extends beyond a single literary work.
Long-Term Benefits of Holistic Author Branding
1. Establishing a Sustainable Platform
Instead of focusing on a single book, you should aim to create a sustainable online platform that evolves with your career as a writer. A comprehensive website and social media presence can serve as a hub for all your published work and beyond—especially if you’re a multi-faceted artist or do other things related or unrelated to your book(s). The idea is to provide a central point for readers to explore and discover more about you as an author.
2. Building a Community
Successful authors understand the value of building a community around their work. By maintaining a consistent online presence that transcends individual books, you can can foster a loyal readership that follows you throughout your literary career. Engaging with readers on a personal level builds trust and creates a supportive fan base who also like to connect with each other about your book and/or book topics.
Plus, in many cases, it’s important to show the full breadth of who you are as a writer and thinker in addition to the topics of your books. By doing so, you build trust with your readers, and your readers will more likely be loyal consumers of everything you write and produce.
In essence, people follow people, not books.
3. Showcasing the Writer Behind the Books
Readers are not just interested in the stories; they want to connect with the person behind the words. A holistic author brand allows writers to showcase their personality, writing process, and the inspirations that drive their creativity. This transparency creates a more profound connection with readers, fostering a sense of loyalty and trust, as we’ve noted previously.
4. Cross-Promotion and Genre Exploration
A unified online platform enables you to cross-promote your works effectively. Readers who discover one book of yours may be intrigued to explore others within the your repertoire. You can use your digital presence to venture into related genres or themes, widening your appeal without losing your existing readership.
This is also true when it comes to cross-promoting with other books and authors, or even other related influencers. Centering your promotional efforts on your own personal brand platform allows you to connect with others and grow your audience past the confines of your book topic. Again, this is about long-term growth, not just the promotion period for your book.
5. Long-Term Career Sustainability
The publishing industry is dynamic, with trends and reader preferences constantly evolving. A holistic approach to author branding ensures that authors can adapt to these changes seamlessly. By building a robust digital presence, authors position themselves for long-term success, making it easier to navigate the shifting landscape of publishing.
Practical Steps for Creating Strong Author Branding
1. Develop a Comprehensive Website
Invest in a well-designed website that serves as the central hub for your author brand. Include sections for your bio, a portfolio of written work, upcoming projects, and a blog where you can share insights, updates, and connect with your audience on a personal level.
Author websites are essentially extended business cards, but they can also become store fronts. By building an author website and not simply a book website, you can expand past your book topic for promotional opportunities. This may include:
Online courses based on your book topic(s) or other
Other services, such as freelance writing
Selling other products associated with your book
Showcasing your other published work beyond just your book(s)
Feature a blog where you can keep readers regularly engaged in your thoughts
Showcase your resume
Promote events having to do with your book, such as a launch party, talks, or reading groups
Build credibility as a speaker and attract event spaces looking for new speakers
2. Build a Social Media Strategy
Maintain a consistent presence on popular social media platforms, using them as tools to engage with your audience. Share snippets of your writing process, book recommendations, and personal anecdotes. Don't limit yourself to promoting a single book; instead, create a narrative around your entire journey as an author.
3. Embrace Email Marketing
Build and nurture an email list to directly connect with your readers. Use newsletters to share exclusive content, updates on upcoming releases, and behind-the-scenes glimpses into your writing life. Email marketing provides a direct channel to communicate with your audience, ensuring they stay engaged over time.
4. Collaborate and Cross-Promote
Collaborate with other authors, influencers, or content creators within your genre. Cross-promotion can introduce your work to new audiences, expanding your reach beyond your immediate circle of readers. By participating in collaborative efforts, you contribute to a thriving literary community.
5. Stay Consistent and Authentic
Consistency is key to maintaining a successful author brand. Regularly update your website and social media profiles, engage with your audience, and remain authentic in your interactions. Readers appreciate sincerity, and an authentic author brand fosters a deeper connection with your audience.
Final Thoughts
Are you convinced now? Don’t waste your time building a website or social media account just for your book—because it’s not just about your new book, it’s about you.
While creating a dedicated Instagram account or website for your new book might provide short-term visibility, it lacks the sustainability and versatility needed to thrive in the competitive world of book publishing and promotion. By deciding on a long-term strategy to build a comprehensive author brand, you can foster a loyal community, showcase your unique strengths, and position themselves as a thought leader that readers want to follow.
