Top Takeaways from NINC 2024: Strategies to Boost Author Marketing

Just settling back in after attending the NINC (Novelists, Inc.) conference in St. Pete’s Beach with my colleague Andrea Kiliany Thatcher! Our gears are already turning, and I’m excited to share all I’ve learned with our clients and authors. The event was packed with discussions, workshops, and breakout groups featuring fiction authors and industry peers. Here are some highlights from this year’s conference.

The Power of Balance in Author Marketing

The theme of this year’s conference was BALANCE, which came up repeatedly in the sessions we attended. The publishing world can feel overwhelming for authors—especially when it comes to marketing and promotion. The key takeaway? Focus on doing two or three things really well rather than trying to spread yourself too thin.

This allows authors to be intentional in their approach and reduces the risk of burnout. After a few months, you can assess your author promotion strategies and make adjustments if needed.

Why Authors Should Prioritize Email Marketing

One standout insight from the conference was the importance of email marketing. It’s an under appreciated tool, but unlike social media platforms, which can change or disappear overnight, your email list is yours to keep.

Written Word Media shared great advice on growing your email list, including strategies like:

• Newsletter swaps using tools like BookFunnel
• Incentivizing back matter in your books Most authors seem to prefer tools like MailerLite or Mailchimp for their newsletter distribution.

Direct Selling: A Growing Trend for Authors

With big online retailers taking a bigger cut of authors’ earnings each year, direct selling is becoming a critical strategy. Damon Courtney from BookFunnel offered valuable tips on how authors can sell directly to readers, including:

• Maintaining a mailing list
• Offering all book formats
• Enticing readers with free offers or a limited-time coupon for a free ebook
• Leveraging crowdfunding on platforms like Kickstarter to offer limited editions or merchandise for superfans

However, it’s important not to try too many strategies at once. Focus on one or two, and give them your full attention to avoid burnout.

Final Thoughts

That’s a wrap on NINC 2024! The insights we gained are invaluable, and we’ll be putting them to good use in the months ahead to help our authors refine their marketing strategies and continue to grow their readership.

Kellie Rendina is Smith Publicity‘s Manager of Business Development. Kellie works closely with authors to develop impactful book publicity strategies designed to amplify their book and brand. We welcome the opportunity to explore working with you and invite you to email us at moc.yticilbuPhtimS@ofnI