What Can We Learn from Romance Book Marketing?

February 13, 2023

Romance authors are known for being at the cutting edge of marketing and tactics. So the Alliance of Independent Authors AskALLi team thought asked our romance authors what they're doing and what marketing tactics are working in 2023. What can we learn from romance book marketing?

RJ Blain, Romance Author

RJ Blain on Tracking Software

RJ Blain suffers from a Moleskine journal obsession, a pen fixation, and a terrible tendency to pun without warning. In her spare time, she daydreams about being a spy. Her contingency plan involves tying her best of enemies to spinning wheels and quoting James Bond villains until satisfied. You can find out more about RJ on Facebook.

Q. What marketing tools, strategies or tactics are working for you now in 2023?

Part A: marketing/analytical tools

My current favorite tool is a piece of tracking software called Book Edge. It's a younger tool, but it has everything I need to easily track my Amazon metrics. I use this in conjunction with ReaderLinks. I am saving a huge amount of time from combining these two apps, which leaves me more time and energy to write more books, which is where I really make my money. These apps have been a huge stress saver for me.

Part B: the best tactic

The tactic that has been working best for me in 2022 and moving into 2023 has been stacking a bookbub featured deal with other forms of advertising. I recently had a bookbub for a second book in a series ($0.99). I spent some of my budget over at Bookbub (standard ad system) and Facebook to build rank for the Bookbub featured deal itself. The ramping up of rank and exposure helped secure organic traffic, which is always nice.

I do a mix of full-priced advertising of first book in series and sales of later titles at infrequent intervals. I find that the branding work of book one and tossing a later book on sale equals more general sales of the early books in series and the title I discounted. This strategy has been working well for me for three years running, and while I do experiment, I keep coming back to what performs.

Q. What isn’t working so well for you now? Or what have you stopped doing because it’s no longer working?

Free reader magnets have always proven to be a poor overall performer for me. Once I ditched all forms of free book giveaways (outside of special print copy giveaways at very rare intervals), I found I had a higher general conversion rate for sales. I try to target buying book readers, always. As such, that's the audience I've cultivated. At most, they wait to see if I put a book up on sale for $0.99, as they know I don't give my books away for free. But they buy, and that keeps the book bus chugging along.

Q. Are you planning any new kind of marketing for the future?

Honestly, I'm always looking for ways to add a new revenue stream to my career, but in reality, there is limited time. New things can be great, but unless the old things break, I need to keep time to write my books, so I focus on that. I miss out on Booktok and similar, sure, but instead, I focused on growing my patreon community. I can only be spread so thin, and new is great–if it doesn't get in the way of the established sellers and keeping my promises as a writer.

Q. Best tip? Or what one thing should authors go away and do now?

Focus on quality, always. This isn't something writers can't just go magically correct if it's broken outside of hiring the appropriate staff, but with the indie community growing daily, and in mass numbers, readers are going to be focusing on the books that come to the show polished. I don't believe there is any one one super trick for success. If there was, everyone would be doing it, and we'd all succeed. Work on writing the best book possible. Then you get the best sort of advertising in the world: word of mouth from gushing fans.

Pepper North on TikTok Success

Pepper North is a three-time USA TODAY bestselling author of spicy romances. Writing over one hundred books since mid-2017, Pepper loves creating characters you'll love and crafting their perfect happily ever after.

Q. What marketing tools, strategies or tactics are working for you now in 2023?

TikTok rules these days to attract new readers and hit the jackpot with a video that goes viral. While I haven't reached Colleen Hoover success, I have found new readers and my paperback sales have definitely increased.

Creating a fervent reader base is key. Interactions through social media and personal appearances have helped me connect with readers. My German translations are rocking! I'm scattering my advertising budget across Facebook, Bookbub ads, and Amazon ads for a better return on my investment.

Hand holding a phone with the tiktok symbol in the middle

Photo by Solen Feyissa on Unsplash

I've had success keeping my backlist active through the use of Amazon promo days, usually putting a free and 99-cent book combination out there as buy two books for 99 cents.

This year, I had one book banned by Amazon and my account shut down for several hours on another occasion. I have taken a book series wide to create a presence outside Amazon. It is scary how quickly a decision can be made to yank your account and all unpaid royalties without any recourse or someone to contact. I was not aware that a small group gets to decide what content is objectionable and there is no argument or way to contact them. They could virtually decide that cozy mysteries are inappropriate because someone steals something and there is no argument while other books with graphic violence are fine.

Q. What isn’t working so well for you now? Or what have you stopped doing because it’s no longer working?

Getting FB ads approved has become a huge challenge. My impression is that bots dominate and frequently make unfounded rejections. I've had covers with a fully clothed man in jeans and a t-shirt rejected as adult products as well as ones with a simple cupcake denied for the same purpose. Also, Facebook release parties have limited effect and aren't worth the time and effort required.

Q. Are you planning any new kind of marketing for the future?

I'll continue to experiment with TikTok for future releases. I'd like to explore Kickstarter and Patreon.

Q. Best tip? Or what one thing should authors go away and do now?

Choose one thing and focus on it for several months. Trying too many things at once makes everything a shallow effort that is destined to fail. What works for an author buddy may not work for you and you may find something magic that drives book sales that are ineffective for others.

Lainey Davis

Lainey Davis on Kickstarter

Lainey Davis lives in Pittsburgh with 3 feral sons, 2 rescued rabbits, and 1 tired husband. She writes steamy, contemporary love stories with grouchy heroes, strong heroines, and plenty of fiascos. Find Lainey on her website, Instagram and Facebook.

Q. What marketing tools, strategies or tactics are working for you now in 2023?

I'm really excited about Kickstarter and direct sales right now. I ran a campaign in January and am planning another for March. I think the magic is in the personal touch with the readers, the connection. There have been a few 6-figure publishing campaigns on there recently. Mine was much more modest but still a nice bump for the start of the year.

I'm also working on putting my audio on YouTube with hopes of monetizing the channel.

Q. What isn’t working so well for you now? Or what have you stopped doing because it’s no longer working?

CPC ads just are not helping me these days. I use a free first in series tactic and move lots of copies of my free books, but do not see sell-through from the ads.

Q. Are you planning any new kind of marketing for the future?

I'd like to launch a patreon or similar subscription platform. I'm intrigued by the possibilities there!

Q. Best tip? Or what one thing should authors go away and do now?

Kitty Thomas on Back of Book Bonuses

Kitty Thomas is the author of the bestselling Comfort Food, published in early 2010, considered the Original Dark Romance book. She writes dark stories that play with power and have unconventional HEAs. She also writes some quirky and some dark paranormal romance. Find out more about Kitty on Facebook and Bookbub.

Q. What marketing tools, strategies or tactics are working for you now in 2023?

Kitty Thomas

Back-of-book bonus epilogues. I post them at bookfunnel and readers have to click on a link at the end of the book and sign up for my newsletter to get it. It's a much easier way to get people onto the newsletter than “here's a completely unrelated free book”. Readers are becoming jaded and more choosy about giving out their email addresses now that every author has a newsletter. But you can hook them in with bonus content from the book they just enjoyed/finished because they are still thinking about these characters and want more.

Q. What isn’t working so well for you now? Or what have you stopped doing because it’s no longer working?

In general I don't think social media “works”. It's not your platform. Such a small percentage of people ever see anything you post even though they opted in for it. On most social media platforms you're getting seen by MAYBE 1-5% of your entire follower count. Whereas, I have a 60% open rate on almost every newsletter I send out. I still use social media, but I don't expect it to sell books.

Q. Are you planning any new kind of marketing for the future?

I'm considering Patreon to create a focused fan-group where I can offer extras to those who are really plugged in to my brand. At the end of the day engaged fans are what will keep an author in this business long term.

Q. Best tip? Or what one thing should authors go away and do now?

I would say the bonus epilogues. I've tried a lot of different types of reader magnets, but the bonus epilogues have been most effective. And reader retention is one of the most important things for an author. You don't want to be chasing brand new readers with every single book release.

Kate Frost on AMS Ads for Romance

Kate Frost

Kate Frost is the author of bestselling romantic escape novels including One Greek Summer, An Italian Dream, The Baobab Beach Retreat and The Greek Heart. She lives in Bristol with her husband and son and is the co-founder and director of Storytale Festival. Find out more about her on her website, Facebook and Instagram.

Q. What marketing tools, strategies or tactics are working for you now in 2023?

Amazon ads are continuing to help with the visibility and sales of my romantic escape books, along with two of my books being in Prime Reading – one globally, the other just in Australia but it has massively boosted the sales of my other books. A Kindle Monthly deal in Australia during January for one of my self published books boosted sales and took it into the top 100, so pitching for a daily or monthly deal or saying yes when offered one is a smart move.

Q. What isn’t working so well for you now? Or what have you stopped doing because it’s no longer working?

I’m still posting regularly on social media, but with the view to building brand awareness rather than trying to sell books. Posts with links or ones that are too ‘marketing’ focused get less engagement than the more personal, behind-the-scenes/author focused ones, so I’ve changed my mindset to make sociable media more enjoyable to use.

Q. Are you planning any new kind of marketing for the future?

I plan to continue pitching for a Bookbub deal for my self-published books as the one I had last year for my first book published by Boldwood, skyrocketed it into the UK Kindle top 100, so it’s definitely worth persevering.

Q. Best tip? Or what one thing should authors go away and do now?

If your book cover doesn’t fit within the romance genre you’re writing in, then change it – changing the cover of the first book in my romantic escape series three times turned out to be the best investment because the third one was spot on and kickstarted the eventual success of the whole series.

Harper Bliss on Mailing Lists

Harper Bliss is a best-selling sapphic romance author. Among her most-loved books are the highly dramatic French Kissing and the often thought-provoking Pink Bean series. Find out more about Harper on Instagram and Facebook.

Q. What marketing tools, strategies or tactics are working for you now in 2023?

My biggest marketing tool in 2023 is still my mailing list. I’ve been building it for more than 10 years now, and it is the most effective way to generate sales, be it for a new release or a temporary promotion on an older book. Also: releasing a new book. It always brings new readers and lifts the backlist.

Q. What isn’t working so well for you now? Or what have you stopped doing because it’s no longer working?

I haven’t been able to make advertising work for me as well as it possibly could, but that’s probably (in part) due to the genre I write in. I’ve given up on trying to do Facebook advertising, because it’s almost impossible to find big enough audiences to target. As for Amazon Advertising, I’m doing some, but very low scale so far. (+ see point 3.)

Q. Are you planning any new kind of marketing for the future?

I’ve enlisted the help of someone to try to make Amazon Advertising work better for me. I’m planning on spending a lot more on ads for a few months to see how it goes.

Q. Best tip? Or what one thing should authors go away and do now?

Start growing your mailing list, one fan at a time. They’ll show up for you when you have a new book and will help make your book visible to new readers.

Siobhan Davis on Using Your Backlist

Siobhan Davis

Siobhan Davis is a USA Today, Wall Street Journal, and Amazon Top 5 bestselling romance author. She has sold over 1.8 million books, and her titles are translated into several languages. Find out more about Siobhan on her website, Instagram and Facebook.

Q. What marketing tools, strategies or tactics are working for you now in 2023?

TikTok, and a renewed focus on maximising the benefit from my social media platforms, is my focus for 2023. I am looking to further grow my following across all platforms, double my newsletter subscribers, and enhance the skills of my internal team through recruitment and training. Strategically, my emphasis has shifted from regular new releases to my considerable back list so I am generating a better return from my existing titles. I will supplement this effort with some paid ads – Facebook, Amazon, and I use the AMS DSP managed service platform.

For the past few years, I have been building additional revenue streams (like audio and foreign rights) to reduce my reliance on Amazon as the only source of my income. As a KU author, this grants more protection for my career and my income. This year, I will take some titles wide, start a Patreon, focus on growing my print revenue, and I have plans to self-publish in some foreign markets and to explore film and TV options & rights. Through this activity, I hope to grow my brand and my visibility in multiple markets and across various platforms.

Q. What isn’t working so well for you now? Or what have you stopped doing because it’s no longer working?

Paid ads are generating a much lower return for me since November 2021. While I still believe it’s important to maintain some advertising presence, I have diverted a lot of my marketing budget from paid ads to building an internal social media team who will promote me across all platforms, focusing heavily on TikTok.

Q. Are you planning any new kind of marketing for the future?

I am always looking at new ways to market and promote my work. After eight years in the industry, I understand I need to be agile to adapt to new marketing trends. This is a fast-paced industry and what works now may not work in six months or a year. Keeping abreast of the market is critical, as is constantly testing new things.

Q. Best tip? Or what one thing should authors go away and do now?

Review your overall marketing strategy considering the current environment and adapt your plan so it is fit-for-purpose for 2023. Structure your business so it is flexible and ready to change as needed. Keep in mind what works for one author may not work for you, so find the strategies and tools that fit your business and apply them consistently.

J.R. Thorn on The Importance of Reading

J.R. Thorn also known as A.J. Flowers

J.R. Thorn is a USA Today Bestselling author best known for her steamy “why choose” series Fortune Academy and Elemental Fae Academy. She also writes young adult fantasy under A.J. Flowers. Find out more about J.R on Facebook, Twitter and Instagram

Q. What marketing tools, strategies or tactics are working for you now in 2023?

Booktok is the latest and greatest marketing tool for me as a romance author. I take advantage of utilizing my skills in writing catchy hooks and excerpts on TikTok and social media. I continue to utilize Facebook Ads, but it did take me a very long time to learn how to make a profit with advertising. My best barometer is if a book naturally sells, ads will ampfliy what is already working, but it often won't be the magical bullet for me by itself.

Q. What isn’t working so well for you now? Or what have you stopped doing because it’s no longer working?

I'd say preorders aren't working too well. Mainly because it puts too much pressure to write books I don't necessarily want to write at that moment. Or I can't shift when the market changes. Both my muse and my readers' preferences demand the ability to pivot, just like Ross from Friends! I'd say I'm reducing my preorders and putting more emphasis on Amazon Vella and direct sales.

Q. Are you planning any new kind of marketing for the future?

Yes, I plan on focusing on special print editions either through kickstarter campaigns or through exclusive deals with certain retailers.

Q. Best tip? Or what one thing should authors go away and do now?

Read 50 books with an Amazon rank of 10,000 or better in your chosen niche before you write your next book. I did this when I started my “why choose” pen name and it really worked for me to help me understand what readers expect in that niche. Some call it writing to market, but I like to call it taming the muse. I hope it can work for someone else, too!

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What Can We Learn from Romance Book Marketing?

RJ Blain on Tracking Software

Q. What marketing tools, strategies or tactics are working for you now in 2023?

Q. What isn’t working so well for you now? Or what have you stopped doing because it’s no longer working?

Q. Are you planning any new kind of marketing for the future?

Q. Best tip? Or what one thing should authors go away and do now?

Pepper North on TikTok Success

Q. What marketing tools, strategies or tactics are working for you now in 2023?

Q. What isn’t working so well for you now? Or what have you stopped doing because it’s no longer working?

Q. Are you planning any new kind of marketing for the future?

Q. Best tip? Or what one thing should authors go away and do now?

Lainey Davis on Kickstarter

Q. What marketing tools, strategies or tactics are working for you now in 2023?

Q. What isn’t working so well for you now? Or what have you stopped doing because it’s no longer working?

Q. Are you planning any new kind of marketing for the future?

Q. Best tip? Or what one thing should authors go away and do now?

Kitty Thomas on Back of Book Bonuses

Q. What marketing tools, strategies or tactics are working for you now in 2023?

Q. What isn’t working so well for you now? Or what have you stopped doing because it’s no longer working?

Q. Are you planning any new kind of marketing for the future?

Q. Best tip? Or what one thing should authors go away and do now?

Kate Frost on AMS Ads for Romance

Q. What marketing tools, strategies or tactics are working for you now in 2023?

Q. What isn’t working so well for you now? Or what have you stopped doing because it’s no longer working?

Q. Are you planning any new kind of marketing for the future?

Q. Best tip? Or what one thing should authors go away and do now?

Harper Bliss on Mailing Lists

Q. What marketing tools, strategies or tactics are working for you now in 2023?

Q. What isn’t working so well for you now? Or what have you stopped doing because it’s no longer working?

Q. Are you planning any new kind of marketing for the future?

Q. Best tip? Or what one thing should authors go away and do now?

Siobhan Davis on Using Your Backlist

Q. What marketing tools, strategies or tactics are working for you now in 2023?

Q. What isn’t working so well for you now? Or what have you stopped doing because it’s no longer working?

Q. Are you planning any new kind of marketing for the future?

Q. Best tip? Or what one thing should authors go away and do now?

J.R. Thorn on The Importance of Reading

Q. What marketing tools, strategies or tactics are working for you now in 2023?

Q. What isn’t working so well for you now? Or what have you stopped doing because it’s no longer working?

Q. Are you planning any new kind of marketing for the future?

Q. Best tip? Or what one thing should authors go away and do now?

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Latest advice, news, ratings, tools and trends.

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