Marketing Tip: Use Your Backlist In Your Marketing Plan

Create a Winning Marketing Plan That Drives Results

Are you ready to create a marketing plan using your backlist that works? Whether you’re new to the game or a seasoned pro, it’s essential to understand your catalog and how it ties into your overall brand. Let’s dive into how your backlist and assets play a pivotal role in building a strong, consistent marketing approach.

Why Your Backlist Matters

Your backlist is more than just old content. Whether it’s books, blog posts, podcasts, or any other work, these are your assets. They’re tools you can use to engage readers, build your brand, and drive sales. But here’s the catch: they need to align with the promise you’ve made to your audience.

For example, if you’ve been delivering sweet romance stories and suddenly switch gears to spicy erotica, this could create confusion. Or, if you’re known for crafting intricate mysteries and suddenly release pure sci-fi, it might not align with your readers’ expectations. Consistency isn’t just a nice-to-have—it’s what keeps your audience coming back for more.

Ask Yourself: Does It Fit Your Brand?

Take an honest look at your catalog. Ask these critical questions:

1. How well do your current items relate to each other?
   Look at your work in progress. Is it consistent with your brand? For instance, if you’re writing a book for a specific series, ensure it matches the tone, tropes, and expectations you’ve already set. Your covers, pricing, and even release platforms (e.g., Kindle Unlimited vs. wide release) all matter here.
2. Do you have a completed series or a living series?
   A completed series appeals to readers who want the whole story at once. A living series, on the other hand, keeps fans coming back for updates and new releases. Make sure you’re clear on the series’ status as it impacts how you’ll market it.
3. What assets do you have for each piece?
   Beyond the books, consider all versions you have: paperbacks, hardbacks, audiobooks, box sets, etc. These are additional opportunities to promote and generate sales, but you must integrate them into your marketing strategy.

Maximize the Assets You Already Have

Do you have an audiobook collecting dust? Paperbacks you never mention? Box sets you’ve ignored? Each one is an additional path for readers to find you.

It’s all about working smarter, not harder. Here’s the key: promote every asset you have. For example:

• Mention your box sets in newsletters.
• Let readers know about audiobooks on your Facebook page.
• Add links to your backlist in your current book’s back matter.

Think of each asset as a way to extend your reach. Every format is a chance for a reader to discover your work in a way that fits their preferences.

Why You Should Love Audiobooks

Hate promoting audiobooks? You’re not alone. Many authors overlook this format simply because they aren’t sure how to market it.

Here’s the thing: one audiobook sale can bring in more revenue than an ebook. If you’re sitting on audiobooks, you could be missing a huge opportunity. Share them with your audience, offer promo codes, and start experimenting with ads.

Even small movements in this area can open up new revenue streams. And as a bonus, readers love variety—they’ll thank you for giving them options.

Don’t Forget to Market Your Marketing

Your newsletter, Facebook group, Twitter feed, blog, website, and even your YouTube channel are all part of your brand. Too often, authors forget to advertise the very tools that help them connect with readers.

Think about it: each platform provides a different way for readers to engage with you. On release day, your newsletter, Amazon, Goodreads, and social media can announce your new book in tandem. That’s multiple touchpoints for your audience in one day, and it builds momentum.

And don’t underestimate the power of repetition. Research shows it takes about seven positive impressions for someone to make a purchase decision. Let your platforms do some of the heavy lifting by reminding readers about your latest releases.

Action Steps This Week

Let’s get practical. Here’s what to do this week to get started with your marketing plan:

• Take Inventory: Write down everything in your catalog, including formats (ebooks, audiobooks, paperbacks, etc.).
• Organize Promotable Items: Group your works into categories—completed series, living series, box sets, etc.
• Connect the Dots: Identify where your catalog is cohesive and where it might need some rebranding or updates.
• Promote Your Newsletter and Platforms: Add reminders in your books, social media, and emails.

Looking Ahead

Next week’s focus? Exploring how to repurpose your existing backlist into new content. This is where creativity thrives, and it’s a strategy that can breathe life into older assets. Stay tuned for tips on turning one piece of content into multiple opportunities to connect with your audience.

Final Thoughts

Your backlist and assets are the foundation of your marketing strategy. By understanding them, promoting them, and ensuring they align with your brand, you’ll create a plan that not only works but also grows your audience.

What’s stopping you from diving into your backlist? Make your lists, take notes, and start boosting those assets today.

Feel free to share your thoughts or questions in the comments below. And if you found this helpful, hit subscribe to stay updated on weekly tips—you don’t want to miss out!