Originally published at Ideas on Fire, August 1, 2024
Congratulations! You’ve published a new book, a significant milestone in your scholarly career. Now it’s time to ensure that your research reaches a wide and engaged audience.
Academic conferences provide a prime opportunity for promoting your new book, allowing you to connect directly with fellow scholars, potential readers, and publishers in your field. Here are some effective strategies for maximizing your book’s visibility at academic conferences.
Identify relevant conferences
Begin by identifying conferences where your book’s topic will resonate. Focus on events that attract scholars, practitioners, and professionals interested in the topics and fields your book addresses.
Consider the conferences you regularly attend, but also take note of any new conferences that could be a good fit. At Ideas on Fire we focus on interdisciplinary scholarship, and interdisciplinary books often have an edge when it comes to book promotion since (among many reasons) you have more conferences to choose from.
The giant international or national annual meetings are an obvious choice and can be wonderful for book promotion. But often you can get more traction with smaller regional or local events that offer more opportunities for personal connections and can also be more affordable to attend.
Apply to present
One of the most effective ways to promote your book is by presenting at a conference. Even if you have previously presented conference papers on various elements of the book’s research as part of the writing process, this is a great time to present on the major findings or broader stakes of the book as a whole. Zoom out a bit here and consider which of the book’s major interventions could make a good conference presentation and pitch that version.
Feel free to get creative with format, too. Consider submitting conference proposals for paper or poster presentations, panel discussions, fishbowls, or workshops that highlight your book’s themes. Being a speaker positions you as an authority and provides a platform to discuss your work in-depth with fellow scholars.
Network ahead of time
Engage with conference attendees, conference exhibitors/sponsors, and organizers beforehand through social media, academic forums, and email lists. Introduce your upcoming book, express your excitement about the event, and schedule informal meetups or coffee chats.
You can utilize social media platforms and field-specific academic networks to join discussions, share relevant posts, and even create engaging content related to your book. This proactive approach helps build anticipation and interest around your work.
Additionally, I recommend taking the initiative to schedule informal meetups or coffee chats with people who have shown interest in your book or broader research. Those might include acquisition editors who expressed support for the project early on, professional developmental editors who have supported you throughout the publishing process, senior scholars writing on similar or adjacent topics, or students who have questions about writing a book in your field.
You can email or DM folks, suggesting specific times and locations for these casual gatherings. Informal meetups provide a relaxed environment to discuss your book in more detail, answer questions, and receive valuable feedback.
By organizing these interactions in advance, you set the stage for meaningful on-site connections, ensuring that your presence at the conference is not only noticed but also remembered. This pre-event organizing is also a great book marketing technique for introverted scholars as it allows you to plan your energy levels.
Collaborate with your publisher
Make sure to tell your publisher’s marketing staff in advance about the conferences you will be attending during the year. They can set you up with flyers, postcards, discount codes, and other materials to bring to the event to help promote your book.
If your publisher will be exhibiting at or sponsoring the conference, they can also promote your book at their booth. Most publishers are excited to arrange book launches and signings during conferences as well. That dedicated time for your book promotion allows for personal interactions with potential readers and book reviewers.
Collaborate with your editors and indexers
Working with professional developmental editors, copyeditors, and indexers on your book not only ensures you have a fantastic published product, it also means you have book promotion allies.
Choosing individuals or an editing and indexing agency with a strong book marketing track record ensures you have expert support that comes in handy when promoting your new book at conferences.
Get in touch with your editors and indexers and let them know what conferences you’ll be attending—ask if they would be willing to help promote your book at the event. Be sure to come by their exhibitor/sponsor booth and let conference attendees know they can learn more about your new book there.
Work with your editors and indexers to design promotional conference opportunities that complement those your publisher has organized.
For instance, at Ideas on Fire we love promoting our authors’ books on social media ahead of conferences as well as through author selfies at our booth (check out #IoFAuthors for examples). We also carefully design our exhibit booths to showcase new and groundbreaking books in the conference’s fields, and we further promote authors’ books in our interdisciplinary conference guides, in our newsletters, and in Imagine Otherwise podcast episodes.
Leverage social media
Social media offers a powerful toolkit for amplifying your book’s visibility at conferences. Beyond live-posting on your favorite platform, there are several effective ways to engage your audience and generate buzz.
Share visually interesting content related to your book and your research. Craft eye-catching posts featuring your book cover, insightful quotes, or key takeaways. Connecting those to the conference theme helps readers understand the link and can generate interest in your new book. Short videos are another good option if that format appeals to you.
Research and use conference-specific hashtags as well as broader hashtags related to your field and book’s topic. This will help your content reach a wider audience interested in similar subjects. Be judicious in this though and don’t just spam the conference hashtag with self-promotion.
If your social media platforms of choice allow, consider hosting a live Q&A session or a brief presentation related to your book. This can attract real-time social media engagement and allow you to interact directly with potential readers. You can even point folks to your session or the conference exhibit booth where they can check out your book.
Post-conference engagement
After the conference, continue the momentum to maximize your book’s impact. Following up with new connections is crucial for any academic conference, and in the context of book promotion it is a key way to stay top of mind. Send personalized thank-you emails to people you had meaningful conversations with at the conference, including potential readers, professional editors/indexers, fellow scholars, and publishing industry professionals. Reference your discussions and express your appreciation for their interest in your work. This not only strengthens relationships but also keeps your book fresh in their minds.
You can also continue the conversation on social media by mentioning your interactions, sharing photos and videos, and tagging the people you met. This not only reinforces the connections you made but also extends your book’s visibility to their networks.
Consider crafting a blog post or video recap of your conference experience. You can highlight key takeaways, interesting discussions, and positive feedback related to your book. Sharing this content on your website, on social media platforms, and in relevant online communities can further engage your audience and attract new readers.
Final thoughts
Promoting your new book at academic conferences is a wonderful opportunity to share your research and make new connections. By tailoring your marketing efforts to your communication preferences and personal and professional interests, you can improve your book’s visibility and reach a wider audience.
Effective academic book marketing is an ongoing process that involves building relationships, fostering engagement, and maintaining momentum long after a conference concludes. With careful planning, you can successfully showcase your scholarly contributions and ensure that your awesome book receives the recognition it deserves.
