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Information in this article is pulled from Episode 140 of The Book Marketing Action Podcast featuring Julee Balko.
Navigating the complex world of book marketing can often seem daunting, particularly for debut authors. However, this challenge also presents an opportunity for creative expression and authentic connection when authors shift their mindset to find joy in the process.
Shifting Your Marketing Approach: From Obligation to Joy
Between her first and second books, Julee Balko made a transformative shift in her marketing mindset. Initially, she approached marketing as a necessary but uninspiring task, treating herself like a client and analyzing her social presence in a way that made it feel like work.
However, her perspective changed dramatically with the launch of her second book, The Me List. Julee embraced social media as an extension of her artistic passions. Her approach to her content became less analytical and more about creative expression. She wanted her content to inspire others as well as herself.
I started looking at social media as a creative outlet, and that kind of changed everything. —Julee Balko
Julee’s experience offers a powerful reminder that attitude shifts can profoundly impact an author’s approach to book marketing. By viewing social media as an extension of your craft and creativity rather than an obligation, you will begin to infuse joy and authenticity into your marketing efforts, ultimately reaching a wider audience more effectively.
Start crafting the content that not only promotes your work but also resonates with you as an author.
Embracing Social Media as an Empowering Tool
Not only is showing up on social media an important strategy for authors to promote their work, but it’s also an opportunity to build community.
Social media is an empowering, free tool where authors are encouraged to show up as their real selves and can experience impactful results because of it. By sharing personal insights on X (formerly Twitter) and writing daily, Julee was able to craft an authentic online presence that resonated with followers and key industry connections alike, helping her build an engaged community even before publishing her first book.
Whether it’s through videos, text-based posts, or photos, show up to share your journey and unique experiences with your online audiences. Embracing social media in this way will lead to a community of shared values and consistent support for your work.
Bridging the Gap: It’s Normal to Ask for Help
Another important part of Julee’s journey revolves around her experience with small press publishers, which offered the flexibility and collaboration she needed when marketing her second book.
Julee leveraged her small press’s strengths to engage in joint marketing efforts. These initiatives included hiring professional PR services to secure editorial reviews and maximize outreach. They supported her with the things she couldn’t tackle on her own and helped her realize that it’s okay, and normal, to seek help with book marketing efforts.
When you’re looking at small presses, definitely ask about the marketing aspect, because no book can make it on its own without some help. —Julee Balko
Her emphasis on joint marketing efforts and professional assistance highlights the collaborative spirit necessary for successful book launches. By selecting publishers or connecting with agencies that offer marketing support, authors can amplify their voices and extend the reach of their work while saving time to invest in their creative expression.
Take Action
Stop to think about your attitude toward marketing. Is there a way you can shift your approach to bring you more joy and inspire creativity as you connect with your online audiences? Make a list of new initiatives you want to experiment with, and try implementing at least one new approach every month.
Julee Balko has been a Creative Director, brand builder, and content creator for years – while mothering and lassoing her three daughters in her spare time. But she’s always wanted to be a “real” writer – the kind who has a book with her name on it.
The Things We Keep was her first novel and a dream come true. Julee started writing The Things We Keep after her mother passed away because she was thrust into a world of grief that no one talks about.
Her second novel The Me List is a touching tale about the complexity of friendship, the importance of reserving judgment, and the rocky path that life takes as we get older. Julee Balko brings snark and heart to this journey of self-improvement with a keen eye for flawed characters. Can a list change a life?
I am the founder/CEO of the Weaving Influence team, the author of Reach: Creating the Biggest Possible Audience for Your Message, Book, or Cause, and the host of the Book Marketing Action Podcast. I’m a wife and mom of three kids, and I enjoy running, reading, writing, coffee, and dark chocolate.