In 2010, I stumbled upon self-publishing and it was a dream come true. No longer would I have to go through the tedious process of sending out manuscripts only to receive a rejection letter a few weeks later. Now, I was able to unleash my children’s stories and take the world by surprise!

It is a common understanding that books do not sell on their own. To reach its intended audience and to get sales, the author must take the initiative and promote their work. Having a great story and an eye-catching cover, along with a captivating summary, accurate metadata, and the right category selection are all essential for getting started. However, to make sure that your book is seen by the right people, you will also need a well-thought-out marketing plan that combines social media, advertising, email marketing, press releases, and (depending on the book) live events.

Writing can be a daunting task for those who aspire to be authors. This is especially true for those who wish to create books for children.

The reason for this is that our readers are not people who purchase books. Additionally, they are not expected to be looking for the material online.

It is necessary to be aware that it is not possible to email minors without getting appropriate authorization from a parent or guardian. Furthermore, if children under 13 are following us on social media platforms such as Facebook, Instagram, or Wattpad, they would not be able to make any impulse purchases due to the lack of a credit card.

It is important to bear in mind that most children under the age of twelve prefer reading in print. This makes it difficult for them to commit to purchasing ebooks, unlike the case with print. Furthermore, parents usually purchase books based on the nagging of their children or the advice of other parents or schools, which puts unknown authors at a disadvantage when it comes to marketing their children’s books, particularly online.

Is the end of the world upon us? Absolutely not. Does marketing books for children require a different approach than books for teens and adults? Most certainly, but it isn’t impossible; there are just a few things that need to be done differently.

Below I share seven key tips for marketing children’s booksI have tested and tried many solutions and majority have yielded positive results. I have yet to return to the last one, as I am an occupied indie author who constantly juggles many tasks.

If you are creating literature for young readers or are considering doing so, I sincerely hope these tips can be of help to you. This is only the beginning of the information available; there is much more than what is presented here.

For all authors, this is a marathon rather than a sprint. Selling children’s books requires more effort and creative thinking.

• Make Your Website Easy to Navigate
• Plan For Early Sales To Be Offline
• Contact Local Press and Community Websites
• Children’s Book Bloggers & Individual Reviewers
• Children’s Book Review Websites & Giveaways
• Experiment with Amazon Ads
• Make A Plan For Email Marketing

1. Make Your Website Easy to Navigate

Your introduction to the local community and beyond should serve as an effective way to demonstrate your work. Make it easy for busy parents, book buyers, and educators to understand the age range of the books you offer and any other services you can provide.

• About you…
• An appealing info page for each book, with visual variety and buy links
• Links to any activity sheets, crosswords, word searches, teaching plans etc
• An email sign-up that’s clearly aimed at parents. As with adult book marketing, offer an incentive such as a short story, free chapters, character diary or other unique freebie.
• A school visits page (more on school visits below)
• Where to buy your books
• Blog page (optional)

See kareninglisauthor.com as an example. NB: this puts usability over aesthetics for busy teachers and parents. I doubt they mind. I will upgrade the look and feel when eventually I get time!

2. Plan For Early Sales To Be Offline

Being a children’s author can be incredibly rewarding and meeting your readers is just the start of the process. Word of mouth is an important way for children’s books to get noticed and recommended, so don’t think of it as a chore. Parents, children, librarians and teachers can all be part of spreading the word about your work.

Getting early reviews is an important step when it comes to online marketing, so it’s a good idea to include a flyer or bookmark that requests reviews in each book you sell. Additionally, you can offer a signed flyer or bookmark to those who don’t make a purchase.

Key places to target when marketing children’s books:

• Your local library. Offer to run a free event then help promote it by providing flyers at the desk, on noticeboards in local coffee shops frequented by parents, via your local community magazine, press and local schools. Use Canva and your original artwork for the flyers.
• Your local bookshop. Ask to host a signing and reading, if they have room. Provide ‘shelf talkers’ for your book, again made using Canva, and say you will promote the event locally.
• Local schools. Check online or call to get the name of the literacy coordinator or teacher for the children in your target age group. Tailor and send an email that includes: (i) a book(s) overview sheet with book jackets, sample interior illustrations, plot synopsis and early review quotes (ii) a summary of how you will run your sessions.
• Local playgroups or parenting groups if you have a picture book. Run a free session and take along books to sign and sell. Or, offer to host your own coffee morning and story time.
• Any local educational visitor centres / children’s farms / other venues that attract families with young children and have a connection with your book’s theme. They may be open to stocking your book in their shop and/or letting you run an event.

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3. Contact Local Press and Community Websites

Write press releases or short articles about newly released books, event appearances, major accomplishments, or other newsworthy information.

Focus on any local influences or locations that were the source of your story, emphasizing the fact that you are from the same area. Make sure to mention the local stores where people can buy your book, and that you are available for school visits in the area. If applicable, consider adding photos of the local setting or events related to the story.

Include a book cover, a headshot, and a brief biography in the press release.

4. Children’s Book Bloggers & Individual Reviewers

Check out reviews of books similar to yours on websites such as Amazon and Goodreads. Do you have access to contact information for those reviewers? If so, consider reaching out to them and inquiring if they or their children would be willing to review your book.

Look for book clubs or discussion groups for kids’ literature by searching Facebook, local forums, and Google. Reach out to those that are relevant to your niche and ask if anyone would like a complimentary copy. Be aware that it is not customary to pay for reviews or for a fast-tracked review.

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5. Children’s Book Review Websites & Giveaways

These websites provide both free and paid options that are legitimate. Although you may not be able to increase book sales immediately, you can use them as part of a long-term marketing plan to direct readers to reviews. If you have the means to spare, you can choose to pay for the services they offer.

• Toppsta (UK)
• The Children’s Book Review (USA)

6. Experiment with Amazon Ads

• Search online (including this website) for tips on how to niche down and laser target for best results; thankfully the principles are the same for children’s books as for all other books.
• Start low, check and adjust regularly and never commit to more than you can afford to lose.
• Advertise both ebooks and print books – most Kindle book ads translate into print sales – and sometimes parents will buy for Kindle if it’s cheap, to ‘test read’ for suitability for a child before buying in print.

7.  Make A Plan For Email Marketing

In my experience, marketing children’s books can be a difficult task. I have yet to find a successful way to do it or test it out. Parents are typically very busy and I do not want to give them more to do unless I have something truly worthwhile to share.

As children age, their preferences and requirements evolve, making it difficult to keep up with my mailing list.

For what it’s worth, my ‘dream’ regular email marketing

• Info on great books their children might enjoy. (I read a lot of children’s books to keep up with the wider market.)
• News about upcoming children’s literature events/festivals.
• Children’s writing competitions.
• What I’m currently working on – perhaps asking for feedback or input from their children.
• Ideas for new stories I may have come across recently.
• New book launches (in my case these come no more than once a year!)
• Insights into children’s reading habits/how to encourage reluctant readers etc.
• Occasional offers on my books.
• A reminder about how parents can buy signed copies of my books.
• Reports from school visits and how they can request one.

As previously mentioned, there are numerous approaches to connecting with your readers, both through the internet and in person; I hope these seven will guide you in the right direction.

I cover all of the above and much more in How To Self-Publish and Market A Children’s BookThis book provides a comprehensive and detailed look into the world of self-publishing for children that has been developed from my seven years of experience. It includes helpful links to access and download order forms and flyers to use when reaching out to schools.

Back on long-tail marketing, you can read about the seven-year journey of The Secret Lake to Amazon UK bestseller on my blog./p>

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Final Note From Dave:

I am profoundly thankful to Karen for joining us today and providing some of her invaluable tips on how to breakthrough the difficult children’s market. She has already sold more than 20,000 books, with the majority of those sales occurring in the past year. I believe she is on the path to selling even more.

Right now, for example, she has a print book ranked at #926 on Amazon UK – after it was camped in the Top 500 for some time – one that was published way back in 2011 and has found a new life more recently, and I urge you to read the story behind that on Karen’s blog.

Most of all though, I strongly recommend that you purchase How To Self-Publish and Market A Children’s BookIf you are in the process of writing children’s books, this information resource is perfect for both novice and seasoned authors.

Authors of books for children have expressed a need for a resource like this. Please spread the word about this post, the book links, and Karen’s useful website to anyone you know.

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One last thing…

If you enjoyed this you might also want to read my monster post on How To Self Publish A Book.

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David Gaughran

He is originally from Ireland, but now resides in a small fishing community in Portugal, though this has not provided much opportunity to spend time outdoors. He is an author of fiction, who has used a pseudonym, and has supported many novelists in developing an audience through his books, blog posts, classes, and workshops. Moreover, he has crafted promotional campaigns for some of the most prominent self-publishers in the world. He is also a friend to all canines.

Frequently asked questions

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How can I market children’s books?

One way to market children’s books is to create an attractive book cover, set up a website and blog, and use social media platforms to promote the book. Additionally, you can set up book readings and book signings, create a press kit and send it to book reviewers, and contact bookstores and libraries to stock the book.

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What age group is best for children’s books?

The ideal age group for a children’s book depends on the book’s content. Generally, books for younger children (ages 0-7) should contain short and simple sentences, while books for older children (ages 8-12) should contain more complex and detailed sentences.

What are some tips for writing a children’s book?

When writing a children’s book, it’s important to keep the child’s age in mind. Use simple, age-appropriate terminology and language, and consider using stories, rhymes, and illustrations to make the book more engaging. Additionally, make sure to keep the book’s length short and concise, as children tend to have shorter attention spans.

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How can I get my children’s book published?

To get your children’s book published, you can submit the book to a traditional publishing house or opt to self-publish. You can also look into submitting the book to a literary agent who can help you find a publisher.

What are some ways to promote a children’s book?

You can promote a children’s book by creating a website, blog, and social media accounts to share updates and information about the book. Additionally, you can reach out to bookstores and libraries to stock the book, create a press kit, and hold book readings and book signings.