The Best Marketing Strategy for Authors as Thought Leaders (Especially Pre-Book Launch)
Growing up, I was an avid reader — I used to get in trouble for reading at the dinner table. That early love for words and storytelling shaped not just who I am, and why I was drawn to work in communications, but also why I’m so deeply passionate about collaborating with authors to reach their goals.
Authors hold a unique and invaluable place in our society. Through their books, they share knowledge, spark imagination, and inspire change. Every author I've ever met has been incredibly driven by their sense of purpose, which is something I really admire. But even more than that, I believe purpose is the key to unlocking successful marketing. That's why, at Social Canvas, we love to develop and execute purpose-driven marketing strategies for authors to expand their reach and cultivate connection with their target audience.
A Strong Approach to Author/Book Marketing Covers All Key Touchpoints
Helping authors scale their digital presence and establish credible thought leadership isn’t just a service we offer — it’s a mission we take to heart. Our approach is multi-faceted and carefully tailored to each individual author’s voice, vision, and audience. When preparing for a book launch or a growth phase, we typically work with some combination of the following:
Strategy:
We always start with the end in mind. What does success look like for the author? We map out a detailed roadmap considering their unique messaging, audience demographics, key milestones, and objectives. Strategy gives us clarity and direction to maximize impact.
Branding:
An author’s brand is more than just a logo or color palette — it’s their identity. We nail down tone of voice, imagery, fonts, and the overall aesthetic that makes them memorable and resonates with their audience on a personal level.
Website:
This is where the magic happens. A polished, optimized website is a cornerstone for any thought leader. It serves as a hub where readers can explore the author’s work, learn more about their story, engage with their content, and sign up to stay in the loop.
Social Media:
To establish authority and build a following, consistent and authentic presence on social channels is an important piece of the puzzle. We craft compelling content for authors that reflects their expertise and connects with their audience in meaningful ways.
Email Marketing:
Email remains one of the most intimate and effective ways to nurture leads and grow a community. From building a solid foundation with tools like lead magnets and automated sequences, to engaging in more ongoing efforts like newsletters and list cleaning, we help authors keep their readers engaged long after the book is published.
Paid Advertising:
For authors aiming to make big waves—whether it’s hitting bestseller lists or driving direct sales—paid ads serve as the extra effort that can really drive home these objectives. We design campaigns that deliver measurable results, targeting the right people with the right message on the right platform.
Public Relations:
While this is not a service we offer at Social Canvas, it is one we recommend for authors to maximize their impact. PR helps spread awareness and build credibility and trust.
Social Canvas has specialized in working with authors from business books to self help, to books on culture, nutrition, fiction, biographies, children’s books, and more
We’ve had the privilege to partner with a diverse group of brilliant authors who are making waves in their fields:
Ranjay Gulati, author of How to Be Bold
Elizabeth Husserl, author of The Power of Enough
Jennifer Griffith, author of Both Sides of Then
Karen Eber, author of The Perfect Story
Shaara Roman, author of The Conscious Workplace
Dianna Kap, author of Girls Who Run the World and Girls Who Green the World
Supatra Tovar, author of Deprogram Diet Culture
Roger Kapoor, author of Working Happy!
And other author-adjacents, like Indigo River Publishing
Each author brings a unique voice and vision, and it’s our joy to help them amplify their influence and impact in a really meaningful (and measurable) way.
Putting Purpose at the Core
What ties all of our work together is a commitment to authenticity and purpose. Marketing isn’t just about selling books — it’s about telling stories that matter, connecting deeply with readers, and creating impact that lasts. When authors lead with purpose, everything else falls into place.
If you’re an author ready to elevate your digital presence and become a trusted thought leader in your space, we’d love to hear your story and explore how we can help you bring it to life. If you’re curious to see more information about our services, you can learn more here.
