A publisher requires and every author if self-publishing must have a platform and
marketing/promotion plan before a book is published. But, how does one
build a platform and what is a platform? A writer’s platform consists of
several components, but an important part is an online presence, a
presence created before publication, not after. A platform—also referred
to as an author platform or a media platform—is an established media
forum through which an author connects to his or her audience.
Here are some steps to build your author platform, but they
aren’t the only steps possible, just what I consider most important:
1. Know your target readers. If your books cover more than one genre,
then you need to target readers for all the genres. Join groups that
cater to people interested in those areas, for example, but not to
promote your books, but to promote you.
2. Identify and define your brand. What is a brand? An author brand is
an ongoing, continually evolving story that communicates what makes your
work unique, and represents an implied promise to your readers of what
they can expect you to consistently deliver.
3. Create a website – a MUST for all authors and should be up and running before your book or books are released.
4. Start blogging consistently. Blogging is one way to share your
expertise and—at the same time—build an author platform. Don’t blog just
about your writing, but find areas you know about or have researched,
maybe for a book, and blog about them. Blogging to reach other writers
doesn’t open avenues for books sales as blogging to reach your target
readers will.
5. Build an email list. Create an email sign-up form on your website.
What? You don’t have a website yet? Okay, the first step is to set up
your new site.
While you’re at it, create a sign-up form that connects to an email
management system; here are a few of our favorite email newsletter
platforms to choose from. Put it on your homepage to capture email
addresses — and take a deep breath.
Your job is to collect emails, and to send out worthwhile content. It
may take a long time to build up your email list, and to figure out
exactly what your message is, but you need to practice having a
following.
Everyone you know is a contact. The more people you know, the more
influence you have, especially if you know people in high places.
So, what if those influencers are a couple degrees of separation from
you? People are surprising in how they choose to support fledgling
authors. I’ve witnessed seriously established authors supporting new
writers just because it feels good and they remember what it’s like to
be in your position.
In addition to the list of people you’re connected to, create a list of
people who might blurb you, from realistic to pie in the sky. Who would
be your ideal reader? Who do you dream might one day recommend your
book?
6. Write guest posts.
7. Connect offline. Attend writing conferences. Speak at writing groups, schools, or libraries.
8. Use social media wisely. Pick just two social channels. That’s right:
only two. Set up a profile on each and post once a day. If once a day
doesn’t work with your schedule, then set a schedule and keep it: once a
week, three times a week, three times a month, etc.
I use Facebook and MeWe, but if you’re into other channels or
options, try them. If you’re writing something that lends itself to
images, join Pinterest or Instagram. If your work lends itself to video,
do YouTube. Experiment to find any social media channel that works for
you and your writing without spreading yourself too thin.
The key to social media is posting regularly and engaging people. You
want shares because shares lead to more follows. Rather than spreading
yourself thin across multiple platforms, focus consistently on the two
platforms that provide the most value to you and your work.
It takes forever (seriously) to build up a following on social media, so
don’t be discouraged. Celebrate a few likes a week. Manage your
expectations. Keep going.
The best way to build an author platform is simple: start.
Just like you don’t run a marathon without training for weeks or months,
you don’t start your author platform completely at once. Building your
platform takes discipline and hard work, but if it weren’t worth it, no
one would be doing it. Building an author platform is a marathon, not a
sprint.
