3 Insider Tips for Children’s Book Marketing
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Writing a children’s book is a unique endeavor for many reasons. Though some might assume it’s easier to write a children’s book because they are typically short and simple in nature, the truth is that an author is tasked with delivering a meaningful message within far fewer pages and in a way that both children and their caregivers will appreciate. It’s a balancing act in which every word (and syllable) matters.
This delicate balance doesn’t end after the book is written and published; in fact, the process of marketing a children’s book also calls for a thoughtful and customized strategy.
So, how will you need to think about your children’s book in order to successfully market it? Where will you find your ideal audience? What are some actionable book marketing tips and tricks that work well for children’s books?
I’ve got you covered, so let’s dive in…
Craft Content that Appeals to Both Children and Adults
Even though the author wrote a book for kids, the caretakers (whether it be a parent, guardian, teacher, librarian, grandparent, etc.) who are often overlooked when it comes to children’s book marketing. Caretakers are the true gatekeepers through which the book will need to pass in order to reach your target reader. Not only are adults much more likely to be exposed to marketing efforts by way of traditional and/or social media, they are also the ones who are going to make the purchase.
When crafting their marketing messaging, you should be sure to keep both of these audiences in mind. It should be clear why kids will love your book and what makes it appealing to adults. Maybe it’s fun to read, addresses an important life lesson, is educational, or offers a different perspective. No matter your “why,” it should be communicated effectively.
Another tip for crafting children’s book pitches is to identify any awareness day or seasonal tie-ins and highlight how the book would fit into related coverage. For instance, Read Across America and World Book Day are in early March, and National Literacy Month is in November. Additionally, both summer and back-to-school seasons can be leveraged to effectively promote children’s books.
Find the Right Platforms
Regardless of genre, the key question authors beginning their marketing must ask themselves is: “What types of media does my target audience most often consume?”
But in the case of children’s authors, there are two distinct target audiences. The focus, then, should be on determining where caregivers of children are looking for (and finding) kids’ book recommendations. And to find that out, you may need to think outside the box.
Sure, there are well-known traditional media outlets that cover children’s book reviews like The New York Times and Kirkus. But there are even more publications that are specifically geared toward caregivers of children like Parents magazine (which will soon be entirely digital, as is increasingly the case with many traditional outlets). Beyond these, though, there are many online outlets that cover children’s topics and review books (think TinyBeans and The Everymom) — and, truly, most parents and busy caregivers are consuming media digitally these days, so online outlets are a great fit for children’s book marketing.
Another underrated strategy is using social media and influencer marketing to get the word out. In 2019, a study revealed that 92% of U.S. moms use social media, so why wouldn’t you try to reach potential readers there? Influencer marketing, in particular, can be very effective as modern day “word of mouth.” Audiences who follow influencers are likely to trust their recommendations. Instagram is a great place to start: begin by searching hashtags like #kidsbooks, #booksforchildren, #youngreaders, #kidsbookswelove, and more. These hashtags will help you identify key influencers and accounts to reach out to.
Think Beyond Media Coverage for Maximum Impact
Coverage by way of traditional and social media is great, but you shouldn’t be afraid to think beyond book reviews. Children’s books offer an especially fun opportunity to get involved in the community to which you’re marketing.
You can consider setting up a series of school readings in your local/regional area (and beyond, if you will be traveling!). Many schools will welcome guest readers, especially if you’re already a member of the community. At some schools, staff will even help you market your book further by sending a flyer home to parents with information about the reading and instructions for how to purchase a copy of the book. Even if you don’t sell a ton of books this way, seeing the reaction to your book straight from your target audience is priceless!
Libraries are another excellent connection for children’s book authors to make. To have your book considered for library shelves, you can tweak their existing media pitch (finessed using the tips above!) for libraries, and include a sell sheet with all pertinent information: title, author name, publisher, ISBN, and a brief summary. Libraries also frequently hold events, so authors can get a foot in the door by offering to host a children’s book reading.
A few other places to consider pitching for events and readings are bookstores (don’t forget about independent shops!), children’s clothing or toy shops, rec centers, and other child-centered organizations.
Children’s book authors who are in tune with both their child and adult audiences (and craft their message to appeal to both) utilize both traditional and social media/influencers to get the message out about their book. Get involved in your community with readings, events, library appearances, school tours, etc. Create a robust book promotion strategy. When it comes down to it, children’s book marketing tactics should be just as special as the book itself.
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Jennifer Tucker is the Marketing Strategist at Smith Publicity, the most prolific book marketing agency in the publishing industry, with thousands of books promoted since 1997. From first-time, self-published authors to New York Times bestsellers, Smith Publicity promotes every genre, and has secured media coverage for authors and books with every top media outlet in the U.S. And Canada. Sign up to receive news and updates from Smith Publicity here. Contact Smith Publicity at info@smithpublicity.com.
