In the era of self-publishing and the growing significance of online platforms for book discovery, online marketing has become a valuable tool for authors.

When it comes to showcasing your personal brand as a non-fiction author, you can set yourself apart from the competition with a strategic, creative, and personalized approach to your online presence.

But, where should you begin?

To help, I’m here to share 4 innovative strategies you can use as a non-fiction author to boost your online presence, connect with your author community, and establish an even more memorable author brand.

Let’s dive in.

1. Create Content to Showcase Your Personal Author Brand

As a non-fiction author, your audience may be familiar with the stories you tell, but do they know the individual behind the books? 

To truly stand out as a non-fiction author in a competitive market, it’s important to create a personal connection with your readers by sharing glimpses of your unique story and personality. 

Here are 5 content strategy techniques to help you achieve this:

• Offer a snippet of your voice: Publish blog articles or social media posts that provide insight into your personal journey, values, and experiences, allowing readers to connect with you on a deeper level.

• Highlight your writing process: Share behind-the-scenes anecdotes or tips about your creative process, giving readers a ‘behind-the-curtain’ look at how your books come to life.

• Promote lesser-known aspects of your author profile: Showcase your expertise beyond your published works, whether it’s through blog articles, videos, or interviews, to help diversify your brand identity.

• Share snapshots of your inspiration: Invite readers into your world and enhance engagement by documenting your research trips and giving insight into what inspires you to write. 

• Tease upcoming stories: Create anticipation for your future projects with sneak peeks or teasers for upcoming books, giving your audience a taste of what’s to come.

Tip: From self-published authors to those managed by large publishers, marketing efforts in the creative industries are getting more intense and fast-paced by the day. To stay agile, be sure to keep up with what competitors in your niche or genre are doing, and actively engage with your audience and peers to get ahead of industry trends.

2. Promote Your Willingness to Engage in Media Appearances

From podcast appearances to online media interviews, showcasing your willingness to engage with various media platforms is crucial for helping your author brand stand out online. 

By embracing as many opportunities as possible to share your expertise and insights, you can boost your online presence and take control of your personal brand elements, positioning yourself as an industry leader.

That said, not all media engagements are equal.

To secure more meaningful media engagements that align with your author brand and enhance your credibility, consider these tips:

• Establish relationships with podcast hosts and journalists: Reach out to relevant media outlets or platforms that align with your niche and offer your expertise as a guest or contributor. If possible, conduct social listening exercises to ensure the audience of the platforms you’re connecting with make sense for your brand.

• Prepare compelling talking points: When reaching out to online media outlets or professional partners, present concise and compelling pitches that highlight your unique perspective or expertise. This will make it easier for media professionals to understand the value you and your books bring to their niche audience.

• Be responsive and adaptable: Demonstrate your professionalism by promptly responding to media inquiries and accommodating interview requests, showing your flexibility and commitment to collaboration.

• Leverage your author website as a media kit: Create a dedicated section on your author website that showcases a compelling author bio, visually-appealing headshots and book covers, previous media and speaking engagements, details of your social media accounts, and the highlights of your writing career. This section can then serve as a ‘one-stop resource’ for media professionals.

• Monitor media opportunities: Proactively seek out media opportunities by monitoring relevant platforms, social media channels, and industry newsletters for potential interviews and professional collaborations.

3. Develop an Effective SEO Strategy

As a non-fiction author, you’re already familiar with the importance of having your content read. And, when it comes to online content, things are no different.

This is where a strong SEO strategy comes in, helping enhance the visibility and discoverability of your digital touchpoints.

But, as more authors recognize the importance of optimizing their online presence, it’s essential to partner with SEO experts who can provide valuable insights and strategies that a ‘DIY approach’ might miss. 

Here’s what you and your SEO team should be considering:

• Keyword research: As part of an effective SEO strategy, it’s important to identify relevant keywords and phrases that align with your author brand and target audience. These terms can then be used to optimize your website content to improve search engine rankings and attract organic traffic.

• On-page optimization: SEO strategists know the importance of details when it comes to SEO. This includes optimizing meta tags, heading structure, and image alt text to ensure that each page effectively communicates your brand’s relevancy to search engines. 

• Content quality and relevance: Algorithms now prioritize high-quality, relevant content, so it’s vital to focus your efforts on creating fresh, informative content that offers genuine value to your audience. This will help establish your authority and credibility as an author within your niche.

• Authoritative backlinks: Backlinks are a commonly overlooked aspect of an effective SEO strategy — but not when you’re working with the experts! By building relationships with reputable websites and influencers in your industry, you can earn backlinks to your content and signal to search engines that your website is a trusted source of valuable information.

• Analytics: To determine whether your SEO strategy is working or not, you’ll need to regularly track your website’s SEO metrics and performance using analytics tools, identify areas for improvement, and refine your strategy to adapt to changing algorithms and trends. Again, this is something a team of SEO professionals will be able to assist you with!

4. Personalize Your Connection to Your Community

If there’s one thing you know as an author, it’s that words have power. And, when it comes to author branding examples — a personal touch usually comes out on top. A personalized approach to your community can not only encourage increased engagement and reader loyalty, it can also lead to more diverse revenue streams.

So, how exactly can you help your online community feel valued and connected to your author brand, leading to increased opportunities and income?

To build a sense of community for your author brand and ensure your audience’s wholehearted support, focus on: 

• Audience segmentation: Divide your email subscribers and social media followers into specific segments based on their interests, demographics, or engagement levels. Then, customize your messaging and content to suit each group’s preferences.

• Personalized campaigns: Craft personalized email messages that address each subscriber by name and deliver relevant content or offers based on their past interactions or preferences. This boosts engagement and strengthens your relationship with your audience.

• User-generated content: Encourage your audience to share their stories, reviews, or creative contributions related to your books online, giving their voices a platform and promoting a sense of community ownership and collaboration.

• Professional partnerships: Partner with influencers, bloggers, or organizations in your niche to co-create content, host events, or cross-promote each other’s work, expanding your reach and credibility within your community.
  
• Feedback loops: Actively listen to your audience’s feedback, questions, and concerns across various channels, and respond promptly and empathetically. This both addresses your readers’ needs and demonstrates your commitment to authentic brand building.

There’s no doubt that personal branding plays an important role in helping non-fiction authors stand out online and connect with their audience on a deeper level. 

But, managing your online presence can be an overwhelming process for authors — especially when you have limited free time or a lack of expertise in digital marketing.

That’s why Sandra Lee Creative is here to help. 

Specializing in designing and managing professional author websites, I help authors reach all the right people and build a memorable brand identity that aligns with their author goals.