You wouldn’t hire a key executive for your company without a rigorous vetting process, and choosing a book promotion firm should be no different. You’ve invested significant time and resources into your book, and the team you hire to promote it holds your brand’s reputation in their hands. Unfortunately, the industry has its share of players who overpromise and underdeliver. To protect your investment, you need to know how to spot the difference. We’ll walk you through the exact criteria for evaluating the best book promotion companies, so you can confidently select a partner worthy of your work.
Key Takeaways
- Match the Strategy to Your Ambition: Your promotion plan should directly reflect your primary goal. Decide if you need broad media publicity to build authority or targeted ads to drive sales, and then find a partner who specializes in that specific outcome.
- Look for Proof, Not Promises: A reputable promotion company will have a clear track record. Instead of falling for guarantees, ask to see their portfolio of client results, recent press placements, and testimonials to ensure they have the experience to deliver on their claims.
- Customize Your Promotional Support: You have options beyond a full-service agency. Consider hiring specialized freelancers for specific tasks or using promotional sites directly. This à la carte approach gives you control over your budget and lets you build a marketing plan that fits your needs.
How to Spot a Great Book Promotion Company
Finding the right book promotion company can feel like searching for a needle in a haystack. You’ve poured your heart and expertise into your book, and the last thing you want is to hand it over to a team that doesn’t get it. The right partner won’t just promote your book; they’ll understand your brand, your message, and your long-term goals. They become an extension of your team, dedicated to helping your story find the audience it deserves. The key is knowing what to look for and which questions to ask before you sign on the dotted line.
Know the Different Types of Services
First, it’s helpful to understand that “book promotion” is a broad term. Different companies specialize in different areas. Some are full-service agencies that handle everything from media outreach to digital ad campaigns. Others focus on a specific niche, like securing podcast interviews or managing your social media presence. Common offerings include publicity campaigns, professional editing, and comprehensive digital marketing strategies. Before you start your search, take a moment to clarify what you need. Are you looking for someone to land you features in major publications, or do you need help building an email list and running targeted ads? Knowing your priorities will help you find a company that offers the right expertise.
Must-Have Services to Look For
A great book promotion company will never offer you a cookie-cutter plan. Your book is unique, and your marketing strategy should be, too. Look for a team that takes the time to understand your specific goals. During your initial conversations, they should be asking you about your target audience, your author brand, and what success looks like to you. A tailored approach is non-negotiable. They should be able to create a special marketing plan designed specifically for you and your book, rather than plugging you into a generic system. This ensures that every effort is aligned with your vision, whether that’s securing media publicity, placing ads, or simply getting your book into the right hands.
Red Flags to Avoid
Unfortunately, the book marketing world has its share of players who overpromise and underdeliver. It’s important to do your homework to avoid scams or services that just aren’t worth the investment. One of the biggest red flags is unsolicited contact. Be wary of anyone who slides into your DMs or emails you out of the blue with grand promises. Reputable firms are typically busy serving their clients and don’t need to rely on cold outreach. Another red flag is a guarantee of bestseller status or specific results. Authentic PR and marketing involve skill and strategy, but there are no guarantees. If a company isn’t transparent about its process or pricing, consider it a sign to walk away.
How to Measure Quality and Success
The best way to gauge a company’s quality is to look at its track record. A legitimate agency should be proud to share its results and will have a portfolio of past work. Ask to see case studies or examples of media placements they’ve secured for other authors. You can often find this information right on their website, showcasing their recent press features and client successes. Reading reviews and testimonials is also essential. See what other authors have to say about their experience. A great company will have a history of satisfied clients and tangible results to back up their claims. Ultimately, your research should give you the confidence that you’re placing your book in capable hands.
The Best Full-Service Book Marketing Agencies
When you’re ready to hand the reins to a team of experts, a full-service agency is your best bet. These companies go beyond one-off promotions to build and execute a comprehensive marketing strategy for your book and author brand. They act as your dedicated partner, handling everything from media outreach to campaign management. The goal is to create a cohesive plan that generates sustained buzz and positions you as a thought leader in your field. Finding the right fit means looking for a team that understands your unique message and has the connections to get it in front of the right people.
Leverage with Media PR
For non-fiction authors, CEOs, and experts, a specialized PR agency can be a game-changer. We at Leverage with Media PR focus on securing high-impact media placements that build credibility and authority. Instead of a one-size-fits-all approach, we design a personalized strategy to land you in the publications and on the shows your target audience trusts. Our work is about more than just book sales; it’s about elevating your entire brand. We’ve helped our clients share their stories in major outlets, turning their expertise into a powerful platform. If your goal is to build a lasting legacy, a targeted PR campaign is essential.
Other Top Agencies to Consider
Beyond specialized PR, a few other full-service agencies have a strong reputation in the publishing world. Smith Publicity has been in the game for over three decades, earning a reputation for landing authors in top-tier media like The New York Times and the Today Show. They are known for creating customized plans that fit the unique needs of each book. Another well-regarded option is MindStir Media, which offers a broad suite of services that cover the entire publishing journey, from editing and design to distribution and marketing. They provide a one-stop-shop solution for authors who need support at every stage.
What Full-Service Support Really Means
Full-service support isn’t just about having access to a long list of services. It’s about having a dedicated team that works together to create a strategic plan tailored specifically to you and your book. Think of it as having an in-house marketing department without the overhead. A great agency collaborates with you to understand your goals, identify your target audience, and craft a message that resonates. This team effort ensures every piece of your marketing—from press releases to social media posts—works together to build momentum. It’s a partnership designed to turn your book launch into a major event.
What to Expect for an Investment
Investing in a full-service agency is a significant step, and costs can vary widely. The investment depends on the scope and duration of the campaign. Some agencies offer project-based packages, while others work on a monthly retainer. It’s important to have a clear conversation about your budget and goals from the start. A reputable agency will help you understand what you can realistically achieve with your investment and will focus on activities that deliver the highest return. Remember, you’re not just paying for tasks to be completed; you’re investing in expertise, industry connections, and a strategic plan to grow your author platform.
The Best Promotional Sites and Platforms
While a full-service agency manages your overall strategy, it’s helpful to understand the specific tools of the trade. A variety of websites and platforms exist purely to help authors connect with readers. Think of them as specialized channels, each with a unique audience and purpose. Using them effectively can amplify your message and place your book directly in the hands of your ideal audience. Whether you’re looking to announce a new launch, run a limited-time discount, or simply get your book in front of more people, these platforms offer targeted ways to generate buzz and drive sales. Knowing which ones to use—and when—is a key part of a successful marketing plan.
Top Websites for Book Promotion
Some websites are built specifically to feature books for their dedicated readership. These platforms are a direct line to people who are actively looking for their next read. Many of the best book promotion sites have been carefully tested and curated by authors, so you can find reliable partners to work with. These sites are particularly effective for announcing a new book, running a price promotion, or offering a free download to attract new readers and grow your email list. By submitting your book for a feature, you can tap into a pre-built audience and gain immediate visibility.
Services for Newsletter and Email Marketing
Email newsletters are one of the most powerful tools for reaching readers directly. Many services offer dedicated email blasts that feature books to their large subscriber lists, which can range from a few thousand to hundreds of thousands of readers. The key is to find a service whose audience aligns with your book’s subject matter. For a non-fiction book on leadership or entrepreneurship, you’ll want a newsletter that caters to business professionals, not fiction lovers. These book promotion services can give your book a significant push in a short amount of time, making them great for launch week or special promotions.
Platforms for Social Media Promotion
Beyond posting on your own profiles, social media platforms offer robust advertising tools to reach highly specific audiences. For non-fiction authors, platforms like LinkedIn, Facebook, and Instagram are invaluable. You can run ad campaigns that target users by job title, industry, interests, and online behavior. This allows you to create a conversation around your book’s core ideas and build a community of engaged followers. A well-executed social media strategy isn’t just about selling copies; it’s about establishing your authority and connecting with readers who will become advocates for your brand.
Platforms for Running Ad Campaigns
Pay-per-click (PPC) advertising platforms give you incredible control over your marketing spend and targeting. With services like Amazon Ads, you can place your book in front of shoppers searching for similar titles right on the platform where they make their purchase. Another major player is BookBub Ads, which allows you to target the platform’s millions of avid readers based on their favorite authors and genres. While getting a featured deal with BookBub can be competitive, their PPC ad platform is open to all authors and offers a powerful way to reach a dedicated audience of book buyers.
Working with Freelance Book Marketers
If you’re not ready for a full-service agency or prefer to manage your marketing efforts more directly, hiring a freelance book marketer can be a fantastic move. Think of it as assembling your own A-team. You can bring in specialists for specific tasks, whether it’s running your social media, optimizing your Amazon page, or landing you on popular podcasts. This approach gives you incredible flexibility and control over your budget, allowing you to focus your investment exactly where you need it most.
Working with freelancers is perfect for authors who have a clear vision for their marketing but need an expert to execute certain pieces of the puzzle. It allows you to stay in the driver’s seat while getting professional support to bring your strategy to life.
How to Find a Great Freelancer
So, where do you find these talented individuals? A great place to start is on platforms specifically designed for authors. For example, Reedsy is a curated marketplace where you can connect with vetted freelance marketers who have experience working with both indie authors and major publishing houses. You can browse profiles, read reviews, and find someone whose skills match your project. Don’t underestimate the power of your own network, either. Ask for recommendations from other authors or industry contacts you trust. A personal referral often leads to the best partnerships.
What Services Freelancers Offer
Freelancers can handle a wide array of tasks to support your book launch and ongoing promotion. Many specialize in specific areas, so you can hire for exactly what you need. Common book marketing services include optimizing your book’s metadata to improve its searchability on Amazon, securing media placements through book publicity, and organizing blog tours to generate buzz. You can also find freelancers to manage your social media presence, build your email list, or run targeted ad campaigns on platforms like Facebook or Amazon. This à la carte approach lets you build a custom marketing plan.
How Much Do Freelancers Cost?
Let’s talk about the investment. The cost of hiring a freelancer varies widely depending on their experience, the specific service, and the scope of your project. Some paid promotion services for simple tasks might start as low as a few dollars, while a comprehensive publicity campaign or ongoing social media management could cost hundreds or even thousands. It’s best to think of it as a spectrum. When you’re discussing a project, be sure to get a clear quote and understand exactly what deliverables are included for the price. This clarity prevents surprises and ensures you’re both aligned on the goals.
How to Vet a Freelance Professional
Before you sign a contract, it’s essential to do your homework to ensure you’re hiring a true professional. Start by doing some online research. A quick Google search of their name or company can reveal reviews, articles, or discussions on author forums. See what other authors are saying about their experiences. Most importantly, ask for proof of their past work. A legitimate marketer should be able to provide you with a portfolio, case studies, or data showing the results they’ve achieved for other clients. If they’re hesitant to share specifics, consider that a red flag.
Comparing Essential Book Promotion Services
When you start looking at book promotion companies, you’ll notice they offer a wide range of services. It can feel a bit like ordering from a massive menu when you’re not sure what you’re hungry for. The key is to understand what each service does and how it aligns with your specific goals. Are you trying to establish yourself as a thought leader in your industry? Or are you focused on driving direct sales to a specific audience? The right mix of services will depend entirely on your answer.
Think of these services as different tools in a toolkit. You wouldn’t use a hammer to saw a piece of wood, and you wouldn’t use social media marketing to land a feature in a national magazine. Each has a distinct purpose. Some services, like media relations, are designed to build broad awareness and credibility. Others, like email marketing, are about nurturing a direct relationship with your readers. Understanding the function of each one helps you build a cohesive strategy that works for you and your book. Let’s break down the most common and essential services you’ll come across.
Media Relations and Press
Media relations is all about getting your name and your book featured in established media outlets. This includes television, radio, podcasts, newspapers, and magazines. The goal is to leverage the credibility of these platforms to build your own. A feature on a popular morning show or a review in a well-respected publication can introduce your work to thousands of potential new readers. A great PR agency will have strong, pre-existing relationships with journalists and producers. For example, top firms like Smith Publicity emphasize their deep connections with the media, which is exactly what you need to get your foot in the door and secure those high-impact placements.
Social Media Marketing
While media relations casts a wide net, social media marketing allows you to connect directly with your audience and build a community. It’s your chance to share behind-the-scenes content, engage in conversations, and show the personality behind the book. Platforms like Facebook, Instagram, and Twitter are perfect for reaching specific reader demographics with targeted content. Many agencies offer specialized social media services for authors, helping you create a content strategy that feels authentic and drives engagement. This isn’t just about posting “buy my book”—it’s about building a loyal following that will support you for years to come.
Email Marketing
Your email list is one of the most valuable assets you can have as an author. Unlike social media, you own your email list. You aren’t subject to algorithm changes, and you have a direct line of communication with your most dedicated readers. A good marketing partner can help you set up your list, create a compelling offer to attract subscribers, and develop a content plan to keep them engaged. Services like those found on Reedsy connect authors with professionals who specialize in building and managing these lists. They can help you turn casual readers into superfans who are first in line to buy your next book.
Getting Book Reviews
Reviews are the lifeblood of book sales, especially on platforms like Amazon. They provide social proof and help new readers feel confident in their purchase. Think about it—are you more likely to buy a book with 200 positive reviews or one with none? A key service many promotion companies offer is securing legitimate, verified reviews from actual readers. For instance, some agencies have programs that can help generate around 25 new customer reviews to get the ball rolling. This initial momentum can make a huge difference in how algorithms feature your book, leading to more visibility and organic sales.
Building Your Author Website
Your author website is your digital home base. It’s the one place online that you have complete control over, where readers can find everything they need to know about you and your work. It’s where you can house your blog, showcase your media appearances, and direct people to buy your book. A professional website makes you look credible and established. Many full-service agencies can help you design an author website and set up your profiles on essential platforms like Goodreads and Amazon Author Central. It becomes the central hub that connects all your other marketing efforts into one cohesive brand experience.
What Does Book Promotion Cost?
Figuring out a budget for book promotion can feel like trying to hit a moving target. The truth is, costs can range from a few dollars for a single ad placement to five-figure investments for a comprehensive, multi-month campaign. The right number for you depends entirely on your goals. Are you aiming to hit a bestseller list, build a lasting author platform, or simply get your message in front of a niche audience?
Think of your promotion budget as an investment in your brand and your book’s future. A well-funded campaign, managed by the right team, can generate returns far beyond initial book sales, leading to speaking engagements, new business opportunities, and media features that solidify your expert status. The key is to understand what you’re paying for and what kind of results you can realistically expect at different price points. Let’s break down the common costs so you can build a budget that aligns with your ambitions.
Pricing for Full-Service Campaigns
A full-service campaign is the all-inclusive option for authors who want a dedicated team managing every aspect of their book launch and ongoing promotion. These campaigns, typically run by PR agencies, go beyond simple marketing tasks to include media outreach, securing interviews, managing your social media presence, and positioning you as a thought leader. Companies like MindStir Media have helped numerous authors reach bestseller status through this kind of comprehensive support.
This level of service is a significant investment, often structured as a monthly retainer. It’s designed for authors, CEOs, and entrepreneurs who are serious about building a powerful, long-term brand. When you partner with an agency, you’re not just buying services; you’re investing in a strategic partnership to grow your influence.
Costs for Individual Services
If a full-service campaign isn’t the right fit for your budget or needs, you can purchase promotional services à la carte. This approach allows you to focus your spending on specific activities that will have the most impact. You can find a wide range of options, from one-off newsletter placements to targeted social media ads.
According to industry resources, paid book promotion services can start for as little as $5 and go up to several hundred dollars depending on the platform’s reach. For example, securing a spot in a popular book newsletter like The Fussy Librarian might cost between $15 and $79, while other sites have different pricing tiers. This flexibility makes it possible to create a custom marketing plan that fits your budget.
Measuring Your Return on Investment
When you invest in book promotion, you need to know what you’re getting in return. While book sales are an obvious metric, a successful campaign delivers value in many other ways. Think about media mentions, podcast interviews, growth in your social media following, and new leads for your business. These are all tangible results that contribute to your brand’s authority.
A legitimate marketing partner should be completely transparent about their results. Before signing any contracts, ask for case studies or data showing how they’ve helped other authors achieve their goals. Our team, for instance, proudly shares our client results to show what’s possible. Define your key performance indicators (KPIs) from the start so you have a clear benchmark for success.
Watch Out for Hidden Costs
As you explore your options, it’s crucial to be a savvy buyer. Some companies have hidden fees or require you to provide a separate ad budget on top of their management costs. Always ask for a detailed proposal that breaks down every expense so there are no surprises later on.
Be especially wary of unsolicited emails from marketers promising guaranteed bestseller status for a low price. These are often scams. A reputable firm will never reach out to you out of the blue with grand promises. Take your time, read contracts carefully, and trust your gut. The right promotional partner will be transparent and focused on building a genuine, long-term relationship with you.
How to Choose the Right Promotion Partner
Selecting a book promotion company is one of the most important decisions you’ll make as an author. This isn’t just about hiring someone to send a few emails; it’s about finding a strategic partner who understands your vision and can help you achieve it. The right partner will act as an extension of your team, amplifying your message and connecting you with the right audience. The wrong one can be a frustrating waste of time and money.
To make the best choice, you need a clear framework for evaluating your options. It’s about looking past the flashy sales pages and digging into what truly matters: their process, their past performance, and how well their approach aligns with your specific needs. By focusing on a few key areas, you can confidently find a company that will champion your book and your brand. Let’s walk through exactly what to look for.
Define Your Marketing Goals
Before you even start looking at companies, you need to know what you want to accomplish. Your goals will be the compass that guides your entire search. Are you aiming for widespread media publicity to establish yourself as a thought leader? Do you need help with discoverability to reach new readers, or are you focused on securing placements in top-tier publications? Getting specific is key. For example, instead of saying “I want more press,” define it as “I want to be featured in three industry-specific magazines and appear on two popular podcasts within the next six months.” This clarity will help you find a partner whose services are perfectly suited to your objectives.
Evaluate Their Track Record
A great promotion company will have the results to back up its claims. Your job is to find that proof. Don’t just take their word for it—look for concrete evidence of their success. A company with a proven track record will proudly display case studies, client testimonials, and examples of recent media placements. When reviewing their portfolio, ask yourself if they have experience working with authors like you. Have they successfully promoted books in your genre or industry? Seeing a history of success with clients who have similar goals is a strong indicator that they have the right connections and expertise to help you.
Assess Their Service Packages
Every author and every book is unique, so your marketing plan should be, too. Steer clear of any company that offers a rigid, one-size-fits-all package. The best partners create special marketing plans for each author, tailoring their strategy to fit the book’s message and the author’s brand. When you review a company’s offerings, look for flexibility and a personalized approach. Do they take the time to understand your book and your audience? A truly customized strategy shows that a company is invested in your specific success, not just in selling you a predetermined list of services.
Check References and Read Reviews
Finally, do your homework outside of the company’s official website. To get the full picture, you need to see what other people are saying. Use Google and author communities on sites like Reddit to look up reviews and discussions about the services you’re considering. What are other authors saying about their experience? Don’t hesitate to ask a potential partner for references you can speak with directly. A reputable company will be happy to connect you with past clients. This step gives you unfiltered insight into their process, communication style, and ability to deliver on their promises.
Create a Winning Marketing Strategy
Choosing a book promotion company isn’t just about outsourcing tasks; it’s about finding a strategic partner who can help you achieve specific outcomes. Before you even start looking at agencies, you need a clear picture of what you want to accomplish. The right strategy depends entirely on your unique vision for your book and your brand. Take a moment to consider your goals: Do you need media publicity to establish yourself as a thought leader, targeted ad placement to drive immediate sales, or help with discoverability to reach a brand-new audience?
Each of these goals requires a completely different approach. A campaign focused on media publicity will involve crafting compelling pitches and building relationships with journalists, while a sales-focused campaign might lean heavily on digital advertising and email marketing. A great book promotion partner will help you clarify these objectives and then build a tailored plan to get you there. They won’t offer a one-size-fits-all solution. Instead, they’ll present you with a strategy that aligns with your budget, timeline, and definition of success. Our PR packages, for example, are designed to meet authors where they are, whether they need a targeted media push or a comprehensive brand-building campaign.
Set Clear Expectations from the Start
Once you’ve defined your goals, it’s time to talk specifics. A productive partnership with a book promotion company is built on a foundation of clear, mutual expectations. This goes far beyond the final price. You need to understand the costs and what you’re getting for your investment, as services can range from simple ad placement to full-service agency support.
Before signing any contracts, make sure you have a detailed conversation about deliverables, timelines, and communication. What specific outcomes can you expect? How often will you receive updates? Who will be your primary point of contact? Getting these details ironed out from the beginning prevents misunderstandings down the road and ensures everyone is working toward the same objectives. A transparent partner will welcome these questions and provide clear, confident answers.
Manage Your Campaign Effectively
Hiring a promotion company doesn’t mean you can set it and forget it. Your active participation is essential for success. While you’re hiring experts for their skills and connections, you are still the CEO of your author brand. It’s important to be careful, as many companies offer book marketing services, but some are scams or not worth the money. Doing your homework upfront is critical, but so is staying engaged throughout the process.
Think of your promotion partner as an extension of your team. Schedule regular check-in calls to review progress, discuss what’s working, and ask questions. Provide them with timely feedback and any new information that could help the campaign, like a last-minute speaking engagement or a new testimonial. This collaborative approach ensures your campaign stays on track and allows for quick adjustments when needed.
Measure Your Success Along the Way
How do you know if your investment is paying off? The answer lies in the data. A reputable book promotion company will be transparent about its efforts and results. You should always look for proof of their work. Legitimate marketing services should be open about their results and be able to show you examples or data of how they’ve helped other authors. This isn’t about vanity metrics; it’s about tangible outcomes that align with the goals you set at the beginning.
Depending on your strategy, success might be measured by the number of media placements in top-tier outlets, a noticeable increase in website traffic, a spike in book sales, or growth in your social media following. Your promotion partner should provide you with regular reports that track these key performance indicators. We believe in this transparency, which is why we showcase our client results and recent press features.
Know When to Adjust Your Strategy
No marketing plan is set in stone. The media landscape and consumer behavior are constantly changing, and a winning strategy must be flexible enough to adapt. A great promotion partner won’t just execute a plan; they’ll monitor its performance and suggest adjustments along the way. For instance, using discounted or free book promotions is a very important part of an author’s marketing plan, but knowing when to deploy them is key.
If a particular tactic isn’t delivering the expected results, your partner should be able to analyze why and propose a new approach. Maybe a pitch angle isn’t resonating with journalists, or an ad campaign is underperforming on a certain platform. The ability to pivot is a sign of a seasoned and effective team. Stay open to new ideas and be willing to test different approaches.
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- How to Choose a Book PR Agency: Author’s Guide – Leverage with Media PR
Frequently Asked Questions
What’s the real difference between book marketing and public relations (PR)? Think of it this way: PR is focused on building your long-term reputation and credibility. It’s about earning media placements—like features in magazines or interviews on podcasts—that position you as an expert. Book marketing, on the other hand, often involves more direct-to-consumer activities like running social media ads or email campaigns with the immediate goal of driving sales. A great strategy uses both, with PR building the brand authority that makes your marketing efforts more effective.
How can I tell if a promotion company is actually good before I hire them? A reputable company will always be proud to show you their work. The best way to vet a potential partner is to look for proof of their past success. Ask to see their portfolio of recent media placements and read through their client testimonials. During your initial conversation, they should be asking you thoughtful questions about your goals and your book, rather than just trying to sell you a generic package. If they can’t show you concrete results or aren’t interested in creating a custom plan for you, that’s a sign to keep looking.
Should I focus my budget on getting media features or running ads for direct sales? This really comes down to your primary goal. If your main objective is to build your brand, establish yourself as a thought leader, and open doors to opportunities like speaking engagements, then investing in a PR campaign to secure media features is the right move. If you’re purely focused on driving as many immediate book sales as possible, then a targeted ad campaign might be more appropriate. The most powerful strategies often blend both, using media credibility to make advertising more effective.
How much should I realistically expect to invest in a professional book promotion campaign? Costs can vary dramatically, from a couple of hundred dollars for a single service to a five-figure investment for a comprehensive, multi-month PR campaign. Instead of looking for the cheapest option, it’s better to think about the value and the return on your investment. A well-executed campaign does more than sell books; it builds your entire author platform. Be clear about your budget from the start, and a good partner will help you understand what you can achieve with it.
What is my role in the process after I hire a promotion company? Hiring a promotion company is a partnership, not a hand-off. Your active involvement is crucial. While the agency will handle the strategy and outreach, you are the expert on your book and your brand. Your role is to provide them with all the necessary information, be available for interviews, and offer timely feedback on pitches and content. The most successful campaigns happen when the author and the promotion team work together as a cohesive unit.
