The Art of Cross-Marketing

Incorporating Your Business Book into Your Company’s Marketing Strategy

You’re a professional author of a business book that reinforces your thought leadership and can help your business grow. To reap the benefit of publishing your book, you’ll need effective book marketing strategies—and the great news is that you don’t have to start from scratch. As long as your book aligns with your company’s goals and mission, you can tap into the organization’s existing marketing channels and use existing brand awareness as a springboard to promote your book. 

The importance of marketing your business book

Think of your newly published business book as a product or service that your company might make available. It can help a lot of people (i.e., existing and prospective customers or other industry professionals), but you have to market and promote it so your target audience knows it exists. Book marketing works the same way, as people in your industry won’t be aware of your publication unless you tell them about it. 

Additionally, marketing your business book can have a nice domino effect on your overall career. Professional business writings such as yours help people see you as a subject matter expert, which opens the door to even more marketing and visibility opportunities like speaking engagements, podcasts, and articles written about you in industry publications. To start this exciting process, determine which of your company’s marketing channels can help promote your book. 

Identifying the right marketing channels

Book marketing is, of course, different from corporate marketing. However, writing a business book is something your company should celebrate and leverage by promoting both you and the business. Here are a few marketing channels that your business likely already has set up and that you can tap into to promote your business book: 

• Social media. Log into platforms like Facebook, LinkedIn, and X (formerly known as Twitter), and post about your book on both your personal and your company’s pages. Ask your colleagues or employees to engage with and share the posts for even greater visibility. 
• Websites. Make an eye-catching graphic with a link to purchase your book, and post it front and center on your business’s website. 
• Newsletter or email contacts list. From the day it first opened its doors, your company has likely been accumulating a contacts list. Make sure a blurb about your book goes into the next customer newsletter that’s sent to these contacts’ inboxes. 

Throughout every marketing effort, communicate what your business book is about and how it can help your readers. Share insights from the book, include some reviews or testimonials, and embed or link to a professional book trailer so your audience understands the value of your book and why they should buy it. 

Book-specific marketing efforts

Tapping into your company’s existing marketing strategy to promote your business book is a great way to get your title in front of a lot of people. However, there are some marketing efforts that might not align or overlap with your company’s strategy since they’re specific to authors. 

For example, a book launch party is a great way to build buzz about your business book while having some fun at the same time. Although you probably won’t host this event at your company’s facility, you can post a press release for the book launch using the business’s existing marketing channels and contacts list. 

As a business author, you can also join book clubs and LinkedIn groups to promote your book. These marketing efforts will be outside your company’s overall strategy, but by combining cross-marketing and your own promotional efforts, you’re setting yourself up for success. 

Our expert book marketing services can boost your business book’s success!

Your company’s marketing strategy is a great place to start, but now that you’re a professional author, you’ll need effective book marketing strategies to bolster those existing initiatives. Our experts will work with you to identify the right channels, craft an effective strategy, and help you sell more books. 

Contact us today to learn what we can do for you and your business book!