The growing audiobook market provides authors a fantastic way to reach new audiences. But how do you use your audiobook in your marketing plan? The audio production process is filled with promotional opportunities for both your book and your brand. Today, we’ll cover ways you can leverage your audiobook journey from production to prelaunch and through your release date to bolster your advertising strategy.
During Audiobook Production
Recording and producing an audiobook takes time. A 10-hour book can take 20 to 30 hours to record. Whether you narrate the book yourself or hire a narrator, this production time is an excellent opportunity to create interest in your upcoming audiobook. Don’t skip this chance to refresh your social media.
Go Behind the Scenes
If you are narrating your book, bring your audience along on the journey! Highlight behind-the-scenes work with your voice coach. Tell readers how you’re prepping your manuscript. What’s your studio setup? People enjoy knowing how things work and feeling included. Draw your followers in with inside information.
Celebrate Milestones
Writing your book is like running a marathon—so is audiobook production. That’s why it’s so important to celebrate every milestone! Sharing small wins with your audience will keep them engaged with your content and help you stay positive. Celebrate with your fans when you reach these key points during the journey:
- You hire a narrator.
- It’s your first day in the studio.
- It’s your last day of recording.
- You receive the edited files.
Partner with Your Narrator
If you hire a narrator, you’re forming a partnership with them. Like writers, narrators can have a following. If your budget allows for it, hire a narrator in your niche. Then tag your narrator in your social media posts as you update your followers on your audio journey. Cross-promoting with your narrator helps both of you expand your reach.
Before Launching Your Audiobook
When launching a new offering, whether it’s a physical book or an audio edition, the release takes prep work.
Create a Landing Page
Each book you write should have its own landing page that includes links to your retailers. Your landing page should also feature a snippet of your audiobook. Embed a sample of your audio using SoundCloud. This sample will give potential listeners a taste of your work and the audio quality.
Another landing page option is an audiogram, an audio snippet formatted as a short video. It has an image or waveform background to go along with your narration. Headliner makes shareable videos, so you can repurpose your audiogram for your newsletter or social media too!
Pro tip: Make sure the URL for your landing page is easy to say out loud. When you share the URL on podcasts or during live events, both you and your listeners will be glad the link is easy to jot down.
Provide a Presale Audiobook Bonus
Your landing page should be accessible even before your official launch date; that way, you can handle presale orders. If you’re launching all the formats of your book at once—hard copy, audio, and e-book—consider using one of your editions as an incentive. If you have multiple books available, your bonus can be a different title.
For example, when someone buys a hard copy of book A, add the audio version of book B as a bonus or a thank-you gift. Then use that bonus bundle as part of your advertising campaigns.
Update Your Links
Every time you prep for a book launch, update the links on your website and social media profiles. The goal is to make it easy for readers to find your books—and share them with other readers. When your audio edition is available, link it to your other editions on reseller platforms, like Amazon. Books2Read creates a list of all the places readers can find your books, including the audio version. If you use ACX, don’t forget about ACX Bounty links. The bounty links can provide extra income for you, so use them as the default links on your sites.
On and After Your Audiobook Launch
Publishing a book is a huge deal! You have every reason to be proud and celebrate your accomplishment. The launch of any format of your book comes with a lot of marketing opportunities.
Throw a Launch Party
A book launch party helps build excitement about your new release. You can meet your target audience in person, do a live reading, and have giveaways. All of this will help you connect with potential readers on an individual level. Plus, you can thank the people who have supported you during your publishing journey.
Not a party person? I hear you. Even if you’re a fellow introvert, don’t immediately reject the launch party idea. Just modify it—invite your email list to a virtual launch party. You can do a live chat, have a prerecorded message or reading for fans, and host a raffle.
Share Audio as a Lead Magnet
When your audiobook is available, use it as a lead magnet by offering it to readers for free or heavily discounted. This will help you draw in new readers. BookFunnel is a popular site for e-book distribution, but it also allows you to share MP3 files. You can use it to share full-length audiobooks, short stories, or a chapter with readers.
If you have the budget for it, create an audiobook trailer. It’s a promotional video that helps generate interest in your book. Include it as part of your newsletter, share it on social media, and upload it to YouTube. (New to book trailers? Check out my all-time favorite for Sense and Sensibility and Sea Monsters.)
You can also upload a sample chapter of your audiobook to YouTube. Use your audiobook cover as the visual background, and include links to your retail sites in the description. If you own the rights to your book, you can even upload the entire audiobook to YouTube, then monetize it through ad revenue.
Market Bundle Deals
Selling one copy of your book is great—but selling a bundle is even better. I know what you’re thinking. Why would someone buy multiple versions of the same book? It’s simple: multiple versions mean readers have more flexibility and convenience.
I read multiple books throughout my day. Packing all those hard copies for my commute or vacation is annoying. Reading an e-book before bed can throw off your circadian rhythm with blue light. I can’t read a physical copy while I’m meal prepping or walking the dog. But I can switch between hard copies, e-books, and audiobooks and never miss a minute. Features like Whispersync help make those transitions seamless.
Readers, including myself, are willing to pay a higher price for a bundle containing multiple versions of a book.
Advertise with Audiobook Reviewers
Paid advertising is dicey for every type of book, but when your budget allows for it, review sites are a good way to reach potential listeners. For audiobooks, that means going to reviewers who focus specifically on audiobooks.
Review websites come and go in popularity, but FeedSpot put together a list of the 100 best audiobook blogs and websites for 2024. Not all sites or reviewers will suit you or your book. Do some research to find the right reviewer for your niche and target audience. Once you find a reviewer for your niche, use one of the giveaway codes from ACX or Findaway Voices to send them a free copy of your audiobook.
Leverage the Awards Process
Back in June, we talked about book awards. Did you know there are awards specifically for audiobooks? The awards process offers more marketing opportunities, even for those who don’t win. The Audio Publishers Association presents the Audie Awards annually, and AudioFile’s Earphones Award is bestowed monthly. Check out Book Award Pro to help you find other audiobook awards you may qualify for.
Takeaways
Investing in an audio version of your book is a smart move —and a gold mine of promotional opportunities. The key is to leverage each stage of the audiobook journey. During production, you can draw audiences in with behind-the-scenes info and milestone celebrations. Plus, you’ll connect with new readers by collaborating with your narrator. Your prelaunch updates to your website, social media profiles, and landing pages are more chances to share presale information for your audio edition. Once your audiobook is released, throw a launch party, share a lead magnet, market bundle deals, work with reviewers, and apply for awards.
Marketing any version of your book can be overwhelming. That’s why it’s so important to have a plan and a partner to support you. My clients know they can count on me to help with everything from book proposals and manuscripts to newsletters and promotion materials. We collaborate to make sure they have the best materials possible to share with their readers. When you’re ready to partner with an editor for your content, contact me! I’d love to support you on your writing and marketing journey.