One thing I discovered at the beginning of my career was that if I wanted to continue being a creator, I’d have to learn a lot of skills that creatives typically abhor. I’ve never been a math guy, and my view of sales was a mixture of terror and condescension.
The double-edged sword of the democratization of content creation is that creators can’t play just one instrument, they need to be a one-man(person)-band. You’re not just an author; you’re a marketer, a strategist, a one-person show.
But lucky you – you have so many resources at your fingertips and the only thing you have to fear is…well, you know.
Gird your loins – here and in the following week, we’re going to give you a comprehensive outline of all you need to know to market yourself as an Amazon KDP publisher.
NAVIGATING AMAZON ADS FOR KDP BOOKS
Imagine your book, shining like a beacon to readers as they navigate the vast Amazon sea. That’s the power of Amazon ads. They place your work right in front of potential readers, giving you a leg-up in the visibility game.
It takes some doing, however, half mindset and plain-old elbow grease and the half of the brain that creators typically don’t like to use.
(See? Told you math was a challenge…)
- Setting Up and Optimizing Campaigns: It’s a bit like chess—you need to think strategically. Start with a budget you’re comfortable with, choose your keywords carefully, and keep a close eye on your campaign’s performance. Test different ad copy and images to see what resonates with your audience.
- Analyzing Ad Performance: This is where you channel your inner detective. Amazon provides a wealth of data on ad performance. Dive deep into these metrics to understand what’s working and what’s not. Tweak your campaigns based on these insights for better ROI.
GETTING YOUR BOOKS FEATURED ON AMAZON
Landing a spot in Amazon’s featured lists can feel like striking gold…or panning for it. The arcane, almost Lovecraftian math Amazon uses to find spotlight-worthy products may seem random and difficult to control. And, like summoning the Old Ones, it’s not an exact science. However, there are behaviors that Amazon definitely recognizes and rewards:
- How Amazon Spotlights Books: Amazon’s algorithms are a mystery to many, but they love quality content and engaged authors. They look for books that have great covers, stellar descriptions, and are updated regularly.
- Strategies for Getting Featured: First and foremost, invest in a professional cover that catches the eye. Write compelling, keyword-rich descriptions that hook readers from the get-go. Actively engage with your readers through reviews and Q&As.
LEVERAGING ORGANIC TRAFFIC ON AMAZON FOR KDP
One of the main reasons creators use Amazon or Etsy: the enormous amount of organic traffic to the sites.
If you opened a storefront in a physical shopping mall (an ancient structure where the faithful went to worship back in the 20th century), your location decision would certainly be influenced by how much “foot traffic” the spot already attracts. The idea is to be in front of the most people as possible so they can see your goods in the window and be compelled to come in.
In 2023, Amazon averaged about 2.5 billion visitors a month. That’s a lot of feet passing through the food court.
It’s the best kind of traffic—free and highly targeted. Readers who find your book organically are more likely to be interested in your genre or topic. By the time they get to you, they’re what we in sales (sigh) call “qualified leads”. They’re already very likely to buy your product. In fact, by this time, the sale is yours to lose.
Okay, Doctor Strange, how does one learn the alchemy of the Amazon algorithm? It’s all about relevance. Use the right keywords in your title, description, and backend search terms. Think like your reader: What search terms would they use to find a book like yours?
SEO OPTIMIZATION FOR KDP LISTINGS
…which brings us to SEO, your personal grimoire of magic (not really) words that will make a potential customer fall in love with you.
- Optimizing Your Listings: It’s not just about throwing in a bunch of keywords. It’s about crafting a compelling, readable, and keyword-rich narrative that both Amazon’s algorithm and your potential readers will love.
- Tools for Effective Keyword Research: Use BookBolt’s keyword tools! They give you insights into what readers are searching for and help tailor your listings to meet those queries.
MARKETING DO’S AND DON’TS
Every good strategy comes with a set of guidelines.
- DO focus on creating a cohesive brand across your books and author page. Engage with your readers in meaningful ways, and use targeted keywords to boost your visibility.
- DON’T overlook the importance of categories and sub-categories in Amazon. Avoid using a poor-quality cover; it’s the first thing your potential readers see. Don’t neglect the power of a well-crafted book description.
Enhancing Your Author Profile Page
Your author profile is your personal billboard on Amazon. It’s not just a vanity feature. A well-maintained author profile can significantly enhance your credibility and reader trust. It’s an essential component of your overall brand.
This is where readers come to meet you, the mind behind the words. Use this space to tell your story, connect with readers, and showcase your entire catalog of work.
Marketing your book is just as important as writing it. It’s more than just words on a page—it’s a brand, a promise, a journey. Your stories deserve to be read, and with the right marketing strategies, they will be.
Now, let’s hear from you. What’s worked in your KDP marketing journey? What hasn’t? Let’s share our war stories, swap tips, and help each other navigate this ever-changing landscape of digital book marketing.