How We Market Your Title (2024)

Think of a multivitamin: it’s beneficial, but you shouldn’t try to live off of it.

This is a great way to look at marketing your textbook.

As your publisher, we have a variety of ways to get exposure for your book. However, nothing beats the authenticity of an author promoting their own work.

Let’s say, though, that you’re already advocating for your title and have a solid online presence. In that case, there are some specific ways that we can come alongside you to support your efforts and broaden your reach.

Today, we’re pulling back the curtain on your Kendall Hunt Marketing Team to demystify textbook marketing and give you some fresh ideas.

Email is NOT Dead

The numbers don’t lie. Across industries, email campaigns are still the most effective way to drive sales.

Our campaign seasons are in the fall and spring semesters–when professors are in their offices and making textbook decisions. We target an audience based on discipline and course, sending them the book synopsis and a sample chapter.

If a professor requests to review the book, our sales team takes the baton from there, following up several times to see if the book is a good fit.

It’s easy, especially in today’s world, to think that social media is where it’s at. Social media can be a good exposure tool, but at least in the academic world, it doesn’t hold a candle to the tangible results email produces.

In short: if you ever have the choice between an email campaign and a social media campaign, trust us: you want email.

Getting in the Spotlight

Now, just because a marketing tactic isn’t a big driver of sales doesn’t mean it’s useless. Spreading awareness is another crucial marketing goal.

One of the ways we do this is by featuring your title at academic conferences. This is a great way to get it in front of professors who are potentially looking for materials. In this scenario, the goal is exposure–any resulting sales are a perk, not an anticipated result.

There are virtual ways to get in front of the academic community, too. Webinars give our authors a chance to share their expertise with professors outside their local circles. These aren’t sales pitches. Our webinars give listeners tips to solve a problem they may be experiencing in their instruction. This builds credibility, putting you in a favorable light with listeners who may adopt your book.

Another way to get your book in front of professors nationwide happens during the revision process. We conduct peer reviews, during which we solicit a list of professors to provide feedback on your title. This helps you know where to focus your revision efforts. While this might not seem like “marketing,” it puts your content into the hands of professors who may enjoy it enough to adopt it (this has happened before!).

Social Media

Finally, no 21st Century discussion of marketing tactics would be complete without a social media discussion.

Didn’t we say that social media is not the best place to make textbook sales?

Yes, but having a social media presence is a mark of legitimacy. It lets potential adopters know that you are present and active in your discipline, and it’s an incredible way to engage with online communities.

So, where do you start?

If you’re not already on LinkedIn, set up an account and find communities (called “Groups”) of professors/educators in your field. Start networking…”Connect” with people and comment on their posts, offering your own insights, as well. Post content that will position you as a thought leader.

If you find this daunting, start small. If you’re intentional, you can gain traction through several 15-minute sessions per week.

The BEST Approach

Time and time again, the most successful tactic is author advocacy. In other words, when you play an active role in your own marketing, it lays a strong foundation for us to build on your efforts.

Communication from the author is always going to have a personal touch that an email with a company logo just can’t achieve. You have the power to make networking connections. You know the needs of your market like no one else.

This doesn’t have to consume a ton of time, either. You can join LinkedIn groups and comment on posts while waiting in line at the grocery store. You can take 20 minutes on a Sunday morning to plan out a few posts for the week. If you write a reach-out letter to send to a thought leader in your field, you can copy and paste it, adding a few personalizations, when reaching out to others.

When we can “Power-Up” what you’re already doing, that’s when amazing things happen.

Conclusion

We have lots of fun marketing tactics, each with a different goal, that we can use to get eyes on your title. Regardless, you are the heart and soul of your publication. If you have any questions when it comes to marketing, reach out to your rep for guidance.

Above all, remember the bottom line: you wrote your book to improve education for today’s students. The more adopters you have, the more lives you impact. Successful marketing takes patience and consistency, but it’s worth it!