How To Set Up A Blog Book Tour

NOTE: this is a guest post from Anni Fife, author of LUKE’S Redemption. Enjoy! –jen 

I’m a debut author, so when the reality slapped me in the face that I needed to organize the launch and publicity for my first novel, I broke out in a cold sweat: I knew nothing from nothing, and I needed to learn fast.

Completing your first novel, having it accepted by a reputable publisher (or professionally self-publishing), sweating through the editing process, contributing creative input on the cover, writing taglines and blurbs, dedications and acknowledgments, selecting favorite excerpts—this is the rollicking ride new authors love (and probably more experienced ones too!) It’s all driven by a breathless excitement at seeing your novel become a reality, and a nervous anticipation while awaiting your upcoming release date.

But somewhere between signing off on your final galley and receiving your formatted arcs, you have to start thinking about your launch and publicity. In fact, you needed to have started laying the groundwork a lot sooner. Jennifer Blanchard has mentioned numerous times that it is never too soon to create your author platform and start building your brand. Listen to her!

The basics you need are a website and a Facebook author page. Both should clearly identify your brand and be written in the style of your author voice. Once you have these—and there are plenty of informative websites and books offering advice on how to approach this task—then you can start the long-game of building your followers.

You need to be seen out-and-about on social media platforms, posting interesting stuff, commenting on other authors’ and readers’ posts, and sharing interesting blogs. And don’t forget, you need to be writing interesting content for your own blog.

Okay, enough about that. Let’s talk about Blog Tours.

What is a Blog Tour?

A specific period of time when your book is promoted across selected websites and blogs that are relevant to your target audience. The time can vary from one day to a week, a few weeks or even longer. The duration of your tour is based on the goal of your promotion.

A blog tour is like a book signing tour, except you are doing it online. It works for authors who are located in remote areas, have limited funds, or may be shy when it comes to public speaking. The fundamental aim of blog tours is to build relationships with your potential readers and industry influencers.

Blog tours do not necessarily spike sales. Their main success lies in increasing awareness of your book and your author name.

What are the different types of Blog Tours?

A regular Blog Tour includes content from your Media Kit (details below) and a unique article. This can be anything from an interview with the author or characters from your book, an interesting essay about your novel or about writing in general.

The blog host guides the content and tone. Often the blog host has daily or general themes that you need to accommodate. Don’t be shy to offer blog hosts unique ideas for your post, as well.

PRO TIP: Bloggers love exclusive and original content that fits their site guidelines 

Make sure your promotional company, or the blogger you are approaching, is aware you are willing to provide unique, original content. This will increase your chances of securing quality blogs stops.

Blog tours range from a few days to months.  Example: I have a four-month tour booked with one blog stop a week. The goal is to keep my name in the public eye over a sustained period of time. I selected this route to address my debut author status. I decided it was equally important to market my name as well as my book.

There are three main types of blog book tours:

  • A Book Blast is a one-day tour where you send the same content out over multiple blogs. Aim for at least 20 blogs. It is usually used for a book release day, a cover reveal, or an event like a one-day promotion or Blog Hop. The idea is to try and saturate as many blogs as possible with your promotional content. Some promotional companies also offer Twitter Blasts where they blast approximately six tweets to their followers over one day.
  • A Blurb Blitz Tour is like an extended Book Blast. For the duration of the tour, you stop on a different blog each day. The content for each blog is the same, and usually consists of your book cover, a blurb, a selection of excerpts, an author bio and picture, and your social media and buy links. This is the ideal tour to publicize a new release or to build awareness of your book in the weeks prior to your release.
  • A Review Tour offers blog hosts the opportunity to review your book. Credible reviews are difficult to come by so this is a great tour to receive guaranteed reviews of your book. Be aware that guaranteed reviews do not equate to guaranteed good reviews. However, as you are paying for the promotion, a reviewer will normally agree not to post a review that is less than three stars until after the tour is finished. Each stop usually also includes material from your media kit.

Note: Amazon has changed its rules for posting reviews, and it is possible that they might delete reviews received from a paid review tour.

Selecting a suitable blog tour

Promotional companies offer a variety of tours, but generally they are a derivative of the tours I have described above.

When booking a tour, it is important to be clear about what you want to achieve. List your goals and select the tour that most meets your needs. Ensure that it falls in with your launch or promotional plan and rollout schedule.

Giveaways

Most blog tours are accompanied by a giveaway competition where authors offer readers the opportunity to win a copy of their book, a gift voucher, a selection of swag, or other items. To enter the giveaway, the reader is offered a selection of tasks to complete, from interacting with the author’s social media to joining their mailing list.

There is no doubt that giveaways do increase traffic to your blog stop. The value of your giveaway is dependent on the size of your pocket and your feelings about giveaways in general. Personally, I prefer small giveaways. A valuable giveaway skirts too close to bribery for me.

There is also an opportunity to offer a prize to your blog hosts. I like this, as it is a great opportunity to thank your blog hosts.

How do you set up your blog tour?

There are numerous companies that specialize in book promotional tours. A lot of them tend to concentrate on a specific genre. Don’t be shy to ask your network of author friends for recommendations. If you fancy a couple of different companies, follow them for a while on social media and see how effective you find them.

Once you have made a selection, it’s as simple as making a booking. Prices are fairly reasonable and clearly displayed on their websites.

PRO TIP: You need to book your tour at least six to eight weeks in advance.

The following two recommendations are promotional companies that specialize in romance that I have personally had dealings with:

  • Goddess Fish Promotions–I selected Goddess Fish Promotions for my debut release. They came highly recommended from my publisher and author friends. I’ve found them to be reliable and efficient. But their banners are boring! If I use them again, I will request more interesting banners. Note: Several days ago they informed me they have hired a graphics artist to improve their banners.
  • Magic of Book Promotions–this company came highly recommended. Tami Adams is very hands-on, and I found her helpful in the quoting stage. GFP were more suitable for my needs but I wouldn’t hesitate to use Tami in the future.

Organizing your own blog tour

If your budget is tight (or non-existent) don’t panic. It just means you have to work harder.

PRO TIP: Start as far in advance as possible.

  • Search for blogs that are relevant to your genre and start interacting with them. Follow the blogger’s social media links, and get a feel for the style and taste of the blogger. If you have an idea for a guest post, write to the blogger and suggest it to them. Write a succinct query letter that clearly states who you are, what you would like from the blogger, and what you have to offer. Include information about your book and a brief excerpt. Don’t forget to indicate to the blogger that you are familiar with their blog.
  • Ask your author network to recommend blogs sites they have appeared on. Don’t be shy to ask them to recommend you to these bloggers.
  • Connect with other authors–A lot of authors have their own blogs and use them to spotlight other authors. If you think one is suitable for your book, request a guest spot. Most are very amenable. If you are a debut author, ask for help. I promise you, you’ll receive it.
  • Find the most influential bloggers with the largest traffic. Look at the amount of comments posts generate. They should average around eight. If they are consistently less than eight or zero, avoid them. Their traffic is not worth your time. Often one large blog will lead you to another as they often share each other’s links. They all need content. Don’t be cautious about offering yours.
  • Write up a schedule and start to plan your tour. Limit your stops to one per day. (Unless you are planning a book blast.) All your stops do not have to offer exclusive content, you can mix it up (though it is highly recommended). Alternate unique guest posts with general book spotlights. Don’t underestimate the amount of work it takes to write the content required for unique guest spots.

I suggest sending requests to around 35 to 40 bloggers with the goal of securing 10 to 12 spots. If you get more, great!

PRO TIP: When organizing a blog tour, don’t make a request for a review the primary aim of your query letter. Reviews are like hen’s teeth and bloggers are inundated with requests. I suggest you separate review requests from your blog tour. If you get them, consider them cream. (I send out requests for reviews on a near daily basis. It is time consuming but it is a numbers game. The more requests you send, the higher your odds of getting a ‘yes’.)

Your Blog Tour Is Happening. Here Are Some Tips

  • Inform all of your blog hosts that your book is available for review if they so choose. Ensure you have a copy of it in different formats—PDF, MOBI and EPUB are the most popular.
  • Send your content requirement to each blog well in advance. Be meticulous. Your reputation is on the line.
  • Once your tour starts, work hard to promote it across your social media platforms and don’t hesitate to ask your friends and network groups to share your social media posts and re-tweet your tweets. Remember: the more you help promote their promotions, the more they will be inclined to help you when you need it.
  • Most blog hosts will post on Facebook and Tweet your blog post on the day you are scheduled to appear. Make sure you share their posts and re-tweet their tweets.
  • Visit the blog early on post day–thank your host and welcome his/her readers in the comments. Let them know you welcome their questions.
  • Check your blog post hourly. Try and respond to comments as quickly as possible. Respond to each and every comment, even if it is just to thank the reader for popping by.
  • Remember to post a sign off comment on the blog at the end of the night. Thank the host and readers again. Inform the readers of where you will be stopping next.
  • Arrange your own giveaway. I suggest you run it for the duration of your tour. You can use a company like Rafflecopter to organize it for you.

Your Media Kit

You need to have the following content available for all of your blog hosts:

  • Book cover image
  • Blurb (150 to 200 words)
  • A selection of excerpts–three is good. If you write erotic or erotica, make sure you have a combination of excerpts that include a PG-rated version. (Around 300 words)
  • A biography (150 words)
  • A picture of yourself
  • Your website
  • Your Facebook author page link
  • Your Amazon author page and/or Goodreads profile page
  • Any additional social media links–Pinterest, Instagram, Tumblr, etc.
  • Links to buy your book

Share With Us

Phew! That’s a lot of information, but I hope it helps you. If you have any questions, comment away and I will answer wherever I can.

lukesredemption_w11043_750About the Author: Anni Fife left a successful career in television to fulfill her lifelong passion, writing. In the space of one month, she shut her business, packed up her city life, and moved to a small seaside village to begin her new life…as an author. LUKE’s Redemption is Anni’s debut novel. Anni loves spending hours on the beach searching for pansy shells, more hours drinking red wine with her gals, and the most hours writing steamy romance novels filled with hot alpha men, and the sassy intelligent women they can’t live without. She is currently working on her second novel, GRAY’s Promise.

13 replies
  1. Anni Fife
    Anni Fife says:

    Hi Jennifer. Thanks for the opportunity of guesting on your fabulous blog. You are a true inspiration to so many of us debut authors and soon-to-be authors. And to your readers, if you have any questions please leave them in the comments and I will do my best to answer them. Happy reading. Best, Anni. xx

    Reply
  2. Zara Quentin
    Zara Quentin says:

    Great post Anni! Such useful information. Do you think it is useful to organise a blog tour even if your book has already come out? How long after your book has come out before a blog tour is too late?

    Reply
  3. Ginger Monette
    Ginger Monette says:

    I’m 7 days into my first 22 day blog tour–a few suggestions:

    -If you’re a new author, consider launching your book 3-4 months, yes MONTHS, from the time your book is done to the time you launch. Do NOT underestimate how much time it takes to do things like: learn about book marketing, build a website (big learning curve), fine-tune back matter of book, format book, get social media going, build a launch team, research blogs (or a blog tour company), write a marketing plan, write a bio, get a headshot, establish your Goodreads author profile, establish your Amazon author page, create visuals like blog banner, pick out appropriate excerpts, learn how to build an email list, learn how to use MailChimp, etc.
    -Blog tour giveaway. I believe using one’s book as the giveaway cannabalizes sales. When readers have a chance to win your book for free, why buy it? It gives them an excuse to procrastinate. You want the the blog post to get them excited about your book and buy it while they’re excited! Consider a fitting giveaway. For example, my book, Darcy’s Hope, is set during the Downton Abbey era and appeals to the same audience, so my giveaway for my Nov tour is Downton Abbey Cmas ornaments. Another gal who writes Highlander Romance did a giveaway of Scottish shortbread in a pretty tin box. Choose something that has a tie-in to your book. I wouldn’t suggest something like a $25 Amazon gift card. You want to attract quality traffic and not just get a bunch of people signing up because they like your giveaway.
    -Managing a blog tour: For my 22 day tour, I added a hidden page on my website with a calendar of the available dates. As I emailed individual bloggers, I invited them to join the tour and linked the calendar so they could see what dates were available. As soon as they chose a date, I updated the calendar. I had a very large media kit with blog banners for all types of social media so I posted it in Google Drive. A month before the tour began, I emailed each blogger with an intro and link to Google Drive and asked they to reply so I knew they got the kit. Ten days later, I emailed anyone who hadn’t confirmed they got it. Very crucial to be sure people reviewing the book received the e-book file and have all the tools they need for a post!
    -Schedule the tour at a time when you’ll be available to post comments to readers’ comments (not when you’ll be out of town.)
    -Interview: Include an interview in your media kit and use it to say what YOU want your audience to hear. It nice and fun for your audience to know you love hiking and lattes, but it’s better if your audience knows you spent 9 months researching the Amish culture for your Amish romance. Use the interview to drop teasers about what is in the book (makes they want to read it!), tell about book ideas you have coming in the future, awards you’ve won, any unique qualifications you have relevant to your book’s topic, invite them to join your newsletter family/follow you on social media, and perhaps some struggles you had in writing the book, things you learned from the experience, etc.

    If you’d like to see my media kit, email me through my website GingerMonette.com.

    Reply
    • Anni Fife
      Anni Fife says:

      Hi Ginger. Thank you for taking the time to give us your advice and what you have experienced so far. I agree with you about starting as early as possible, it is a steep learning curve and very time consuming. I too prefer not to give my book away as a prize, it’s too valuable! IRO gift giveaways, just a thought—remember that you want to attract readers worldwide, and shipping can be a problem. It’s probably why Amazon and other vouchers are selected. Good luck with your release. Best, Anni. xx

      Reply
  4. Anni Fife
    Anni Fife says:

    I don’t think it’s ever too late. But if your book is dated, find a reason to promote it. Maybe you are launching a new WIP, or you have made some edits to your book, a new cover, something like that. If it’s in the first year of publication, I think you can Blog Tour whenever you want to run a promotion.
    Thanks for visiting. Anni. xx
    PS. Sorry for the delayed response, I’m moving house today so things are a little haywire! 🙂

    Reply
  5. Kayelle Allen
    Kayelle Allen says:

    Thorough post. Very helpful. My suggestion is to use a hashtag in your subject that fits your genre. People on Twitter often see only the hashtags they already follow, so be sure whichever one you use is valid and popular. I use RiteTag.com to check. Never put punctuation in a hashtag. For example, #Scifi will work, but #Sci-fi translates on Twitter to the hashtag #Sci which is not in use.

    Reply
  6. Sheila Harper
    Sheila Harper says:

    Anni, your article has a ton of good info, but I’m such a newbie that I need a bit more information. You said, “Send your content requirement to each blog well in advance.” What kind of content requirements would you have?

    Reply
    • Anni Fife
      Anni Fife says:

      Hi Sheila. Content requirement in this context refers to the post material. So if you are doing a Blurb Burst, send your media kit. If you are on a Blog Tour and are doing an interview, send your Q&A with your media kit. Whatever the blog host requires, send it well in advance so you can make changes if required. It also allows the blogger to prep your post. Hope that makes things clearer. xx

      Reply

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