A step-by-step guide, with best practices!
Once you sign up for KDP Select and figure out what you can do with your exclusive Amazon ebook, you may find a small bump in the road. Actually it may look more like a big, honking wall. The wall is spray painted with large words…
1) Decide why you’re doing the KDP Select free promotion days. Don’t just do it to see what happens. I can tell you what happens. Lots of people download your book and add it to their vast library. That plus $17 will buy you a coffee.
Here are some great reasons to do a free giveaway that will actually add some momentum to your efforts:
You want the reader to buy the next book in the series. Provide a sample of the next book in the back of the book you’ll be promoting. Provide a link to buy the next book too. If you haven’t done this already, it’s a good idea.
You want the reader to buy another book you wrote that is not in the series. Same as above.
You want newsletter sign-ups. Definitely recommended if you don’t have any other books available to buy, because this way you minimize the risk of losing them before your next book comes out. People forget things. Even authors they enjoy.
You want reviews. Make a level-headed case at the back of the book for writing a review. I lifted my copy from David Gaughran:
“Word-of-mouth is crucial for any author to succeed. If you enjoyed the book, please leave a review on Amazon. Even if it’s just a sentence or two. It would make all the difference and would be very much appreciated: [link to book on Amazon]”
For your first promo I don’t believe you should shoot for more than one of the above goals. Why? It’s hard enough to track progress on one front, much less several. You can always adjust your tactics for the next free promo.
Once you’ve chosen your general goal, choose a specific one. Are you going for sales of the next book in the series? Great! How many do you want to sell? Just guess. Set a goal and be ready for failure or success. Both can be daunting, but it’s essential to measuring the success of your effort.
2) Decide how many days you want the free promo to run. I suggest a minimum of two. This way you can spot whether downloads are accelerating over a substantial period of time (implying a hunger for your book and/or wise choices on the marketing front) or not (implying you’ve missed the mark on marketing).
My opinion is that five days is too long. Especially if this is your only book. Why is that? Because free promo days are a great way to get people to give you a try. If you don’t have another book to sell them then you’ve lost them.
Also, five days is too long because you don’t want everyone who WOULD download your book to see it and download it. You want to leave some room for word of mouth to set in. The longer you keep the book free, the more likely you are to exhaust your potential audience in one go. Now, if you want to just get maximum exposure then five days is an option. Just don’t expect too many sales after the five days is over. You’ve gotten on their Kindle, and now you have to hope they convert to other books in the series or other titles you’ve written.
3) Buy one guaranteed spot. If you can avoid it, do not choose a date for the promo days first. Please. Choosing the date first means you’re setting something in stone before you know the availability of your marketing options (i.e. Bookbub, Bookgoodies, etc.)
So first, choose one of these sites to buy a guaranteed spot.
These are the top-notch options for your free day advertising. Choose one, secure a date, and then choose more from this category if you can afford it, and if they can accommodate your dates. Bookbub is tough to get on. They may turn down your money. But one or two of these sites will be happy to take that heavy dough off your hands. I’ve had an especially impressive result from Manybooks. Shirley Link & The Safe Case hit the top 500 Free list on Amazon and it took four days to settle down. Highly recommended.
4) Make a list of friends you can count on to share and bug ’em. Prep an email to them. You’ll send it out a day or two before the promo.
I apologize for the group email but I want to reach as many people as possible for this. I’ll be giving my ebook [book name] away for FREE on [date]! Why free? It’s a limited time deal on Amazon that will expand my readership and give me a chance to find some new fans.
I could use your help on the promo day. Please keep an eye on [Facebook, Twitter]. When you see my announcement, please Like and Share. The sharing part is important since it will help more people see the deal.
That’s it! I appreciate any help you can provide to get the word out. I’ll let you know how it goes!
5) Tell the following sites about your KDP Select free promotion days. Be sure to track who you’ve told in your app of choice. I use my Google Docs marketing journal (which I’ll write about one day)
You can also use the Author Marketing Club tool to submit. The tool is a little wonky but it works.
One last option is Training Authors’ list of sites.
6) Now head in and set your free days on Amazon’s KDP Select site.
7) Now go to your social networks of choice.
Twitter. If you have a Twitter Ads account then you can schedule tweets to go out whenever you want. If you don’t have a Twitter Ads account, it’s worth it. It’s free and gives you incredible stats and some useful features. Sign up for Twitter Ads here. (it’s a Twitter-owned service) Some people use Hootsuite or Buffer to queue up their tweets for later. Both are excellent options. Set up seven tweets per day of your promo. Don’t make them all sales pitches. Make them intriguing.
Write a riddle.
Include an excerpt.
Ask a compelling question that your book answers (fiction or non-fiction).
Include pics (cover, interiors).
Include every media you have for your book!
I recommend you buy some ads on Twitter Ads to get the word out. But wait until the next promo. For your first promo, give Facebook some hard-earned cash. They’re getting good at delivering readers to me.
Facebook. Do two posts for each day of the promo. Again, set these posts up ahead of time. You should consider boosting your posts with a $5 spend. Yes, I know there’s a lot of advice out there about not boosting posts, but it’s still a viable way to make your quality, engaging posts more visible. Just make sure you craft the post with great care paid to compelling copy and eye-catching imagery. Target correctly and set the post date for the promo date. How do you do that? It’s easy.
Draft your post (please include an image of the book cover to make the post appear nice).
Then click on the Boost Post button at the bottom of the post window.
Notice the elegant layout. Amazing how Facebook can make great interfaces when money’s involved, huh?
NOTE: Facebook changes their design all the time. The boosting process will probably always be similar, though.
Just select “People you choose through targeting” to get the range of options you’ll need. Then fill out information that you think appeals to your target audience. The Interests window is especially important. Put words in there that relate to your genre and book. So if you wrote a book inspired by “It” you could enter “horror, stephen king, violent, scary clowns, it.” Yes, you can get as specific as you’d like. The more specific, the better. With these data in place a whole slew of people who are interested in King, It, and scary clowns will get your ad served to their page.
Some people don’t get great results with Boosts and prefer running Facebook ads. These show up as promoted posts in the feeds of people who you target. The process of setting up an ad is more complex, but you can get the lowdown on how to do it here.
Pinterest. Post your cover art, interior art and marketing images. The copy should tout the free promo days.
7.1) Add a keyword. A couple of days before the promo, head into KDP and add the term “free ebook” to the book’s keywords. It will take several hours to a couple of days to go live. This should help people find you if they’re looking for free ebooks. Don’t forget to remove the keyword term after the promo is over, though.
8) On the first morning of your KDP Select free promotion days, monitor! Go to your marketing journal and see which sites you informed of the free days. Did they post the promo? Not all of them will. Be aware that some sites will post at the end of your day (it’s a big world!) Take note of which ones posted. You’ll want to have that list handy for the next promo.
Go to the site(s) where you paid for promotion and make sure you got what you paid for.
Post the deal to this promotional site. They only accept additions on the day of the promo.
Send out an email to your friends, reminding them and offering some new details/news that will make the email worth a read.
As I mentioned, my ebook is free for today on Amazon! Please share the post on your timeline. If you don’t see it, here’s the url.
[insert url for shared post, tweet, etc.]
Thanks so much! I checked my dashboard and have [number] downloads so far. So excited.
If you’re happy with the results you can post about your success on social networks. It might be nice to send a final email with the good news if you feel like that’s a good idea.
And, of course, head to Amazon KDP to check on the progress. Watch the downloads roll in! It’s fun. Don’t forget to eat.
9) If downloads accelerate on day two, consider adding another day to your promo. Increased interest in your book over a 48 hour period may be a sign that you’ve broken through to a larger audience than your genre warrants. In other words you may have broken into Amazon’s “mainstream” a little bit. If this happens then adding a day will allow for you to capture a much wider audience. Ideally, you’ll go back to charging for the book right when the interest peaks. This way you’ll pick up sales from people who were interested enough to pay for your book.
10) Was it a success? You should keep promoting for a few days after the promo is over. Tout your rise in the rankings, new reviews or whatever stands out as a positive result. But also evaluate the performance of your campaign. Remember how you set a specific goal for your promo? Did you meet it? Exceed it? Give the readers a couple of weeks to show their intent. It takes a while to read a book for some of us!
Take a realistic look at your results. Gauge what went right and wrong with the promo (you will see what worked and what failed). Write these down. Don’t assume you’ll remember because you might not, which means you learned nothing. With all this data, draft a plan for the next promo. And congratulations! You’re on the road to getting much better and being more comfy with marketing! No small task, friends.
Let us know how your promo goes.
by Ben Zackheim