Updated: Aug 1
LinkedIn is an excellent platform for authors promoting books that resonate with business professionals. This platform allows authors to showcase their expertise and accomplishments while connecting with other professionals in their field. If you’re planning to release a book to a business audience, discovering strategies for using LinkedIn to market your book is beneficial. In this post, I share five best practices to promote your book on LinkedIn.
5 best practices to promote your book on LinkedIn
Here are some best practices to promote your book on LinkedIn and drive book sales:
1. Establish Your Credibility in Your Field/Message
As an author, one of the most crucial aspects of selling your book is establishing credibility and expertise in your field or on the topic you’re writing about. This step increases the likelihood of readers trusting your insights and purchasing your book. Here are two ways you can establish credibility using LinkedIn:
Highlight your qualifications and achievements. Add your relevant work experience, accolades, and any experience you may have as a keynote speaker or presenter to your LinkedIn profile. With this step, visitors perusing your profile can learn about your qualifications and accomplishments.
Share insights into your daily work activities. Allow others a glimpse into your professional life by posting about your responsibilities, current projects, or career updates. For example, you might discuss an effective strategy you use to complete a complicated work task or inform your followers of the projects you’re completing.
Learn more: 7 Marketing Tips for Nonfiction Authors
2. Share Lessons and Key Points from Your Book in Posts
While it's tempting to use LinkedIn solely as a platform to promote your book, being overtly salesy can actually turn potential readers off. Instead, create valuable content that showcases the themes and topics of your book. Here are effective strategies to consider:
Share stories from your book
Stories are a powerful tool that can captivate your audience and help them relate to your message. If there’s a story in your book, share it as an isolated post on LinkedIn. If you don't have a relevant story in your book, consider sharing a personal story that relates to your area of expertise. For example, if you’re an entrepreneur, you might share a story of when you started a lemonade stand during your childhood and highlight what you learned from the experience. Include a photo that enhances the story, such as a childhood photo of you at your lemonade stand.
Another effective strategy is to share "listicles" or lists of key points from your book. For example, you might share three ways to overcome adversity at work, or ten ways to set boundaries with your boss. By sharing these lists, you are providing value to your audience while also giving them a taste of what to expect if they were to read your book. Here are two ways you might share “listicles” on LinkedIn:
Caption: You might include a lengthy caption explaining your list. Consider including an image or a graphic with text explaining what the list includes (“10 ways to set boundaries with your boss”).
Swipe graphics: You can create swipe graphics using a PDF document. Swipe graphics allow users to swipe through a series of graphics to read the content instead of reading a lengthy caption.
3. Use the search function to find new connections in your niche
LinkedIn can be a powerful tool to help you expand your professional network and make connections in your industry or niche. What most users don’t know is that instead of using the search function to find users by name, you can also search by keyword. For instance, if you're an author of a book targeted towards entrepreneurs in construction technology, you can search for specific job titles or terms that relate to your industry. For example, you might search project manager or digital advertising specialist. Once you’ve discovered a new connection, here are some strategies for engaging with them on LinkedIn:
Engage with other users’ posts
Even if you don’t know the person, a thoughtful comment can go a long way in starting a conversation and making a good impression. For example, if they share a post that you find insightful, like it and comment on it. It can be as simple as expressing your gratitude for new information or sharing your opinion on the topic. After interacting with another user’s post, consider sending them a connection request and a message introducing yourself and your work.
Send messages when appropriate
Send messages to new connections and let them know you're enjoying their content. You can also express that you're interested in connecting with other like-minded professionals in the industry. Ensure your tone is conversational and avoid being overtly salesy.
Learn more: 5 Qualities an Author Needs to Sell More Books
4. Turn on creator mode and create a newsletter
In 2021, LinkedIn gave users the option to use Creator mode. You can find an option to turn on Creator mode in the resources section of your LinkedIn profile. This mode allows you to use various tools and features to grow your reach and influence on the platform. One feature I recommend to many authors is the newsletter, which allows you to write and send newsletters directly within the LinkedIn platform. Here’s how it works:
You create a newsletter in Creator mode.
LinkedIn sends a notification to all your connections, inviting them to subscribe.
Once someone subscribes to your newsletter, any content you send out via the newsletter feature will be sent directly to their email inbox.
So, why is this beneficial for authors? Well, for starters, the newsletter feature increases the likelihood of users seeing your content. Newsletters allow you to elaborate on book topics more than you might in a regular post, giving potential readers a better understanding of what your book offers. For example, you might provide deeper insight into the content of your book, share additional resources, and offer tips and advice related to your area of expertise.
5. Consider using ads
While this strategy isn’t for everyone, you may reach more people using ads on LinkedIn. If you decide to try this route, here’s some advice:
Use audience targeting to narrow down your ideal reader
With LinkedIn ads, you can get really granular with who sees your ads, ensuring that the right people see them and you don't waste impressions. This means that your advertising budget is being used effectively, and you have a higher chance of converting readers into book buyers.
Create relevant and engaging messages
One type of ad you might use as an author is messaging ads. These are messages that are sent directly to LinkedIn users who fit your target audience criteria. While some people might find these ads annoying, it's often because the sender isn't taking the time to research their audience and create a message that speaks directly to them. If you can create relevant and engaging messages, it can be a brilliant strategy to get your brand and book in front of the right audience. For example, it can be an effective strategy to use messaging ads to invite users to a free webinar on leadership in business.
Use a lead magnet
It's important to note that when you use ads, you're reaching out to a cold audience. This means that they're less likely to convert to a book sale immediately. To overcome this challenge, consider using a webinar or other lead magnet to collect their email address. This way, you can continue the customer journey and nurture the relationship with your audience.
If you believe LinkedIn is the right platform for you and your book, one of the best LinkedIn gurus to follow is Kait LeDonne, founder of Brandwise Media. Kait gives fantastic advice and tips for authors and professionals who want to build their brand on LinkedIn.
Whether you’re in the midst of the writing process or have already finished your book, now is the perfect time to consider a marketing strategy. To help you get started, I’m offering a FREE download of my guide, 10 Things You Need For A Successful Book Launch. This valuable resource is packed with expert tips and strategies to empower you to craft an effective book launch and connect with a larger audience of eager readers.