Unique Blog Tour Tips by Danyelle Ferguson

Most authors – no matter if they are traditionally published or self published – set up their own blog tours. Some authors band together with peers who write in the same genre, then do a big blog tour together or contest together (like the Massive Romance Reader Squee Moment Ahead contest). Other authors send a “Call to Review” on their blogs or emails (See H.B. Moore’s blog post).

But what if you want to hit a broader market? Or you want to target certain niche readers? A great blog tour has reviewers with both small (100+) and big (1000+) follower counts, reviewers who have relationships with the author & reviewers who don’t know the author, and covers a variety of geographical locations.

For my book – (dis)Abilities and the Gospel – I wanted to get a wide variety of reviewers. Very few people on the tour were writer friends. My goal was to have a lot of reviewers who didn’t know me, who attended different churches, and who either had kids with cognitive disabilities or were church teachers who had someone in their class with a cognitive disability. Here’s how I found them:

First: Get Organized.
I’m a huge spreadsheet organization freak. It’s probably the only area I’m really good at keeping everything on track (Ask my hubby. I’m horrible at keeping my desk organized!) But spreadsheets – I can whip them out like crazy and keep track of gobs of things that way. And a good spreadsheet is essential when putting together a blog tour.

So, let’s get started. Create a spreadsheet with the following fields: Reviewer’s Name, Blog Title, Blog Address, Email Address, # of Followers, Target (for me this was either parent, church teacher, or book reviewer), Contacted On (date you emailed review request), Response, Scheduled Review Date and Review Copy Sent. Add blogs you are interested in to this list. Once you’ve done all your research, sort the list by number of followers and pick some of the bigger blogs and mark those lines in another color. Then sort the list by targets and see which demographics you need more of and mark those with a different color.

Then start sending emails to the bloggers. I had a lot of people return my emails saying they had never done a book review or participated in a blog tour. I sent them additional information, along with expectations for the tour (I gave them the option to choose a date within the tour time frame and told them I wanted their honest opinion about the book). Don’t be afraid to choose reviewers who don’t have book blogs, but have a connection to the topic related to in your book. During my tour, one of my reviewers was a cake decorator who had a child with autism. Her review not only introduced my book to a large group I wasn’t connected with, but was also picked up by several e-magazines. (See Topsy Turvy Cakes)

Start with Your Contacts
If you’re traditionally published, shoot an email over to your marketing team and ask if they have any blog book reviewers they recommend. My publisher actually had a few and even offered to send those bloggers review copies if they agreed to be on the tour.

I also emailed out to some disability and church groups I work with to see if they had recommendations, blogs they frequently went to for information, etc. If you write YA, email out to your nieces, nephews, church youth groups, your friends’ kids, etc and ask them what blogs they go to check out cool stuff.

Twitter was actually my best resource to discover new reviewers. If you’re not on Twitter, then you should start a profile. It’s a great way to connect with others – even if you don’t post on it daily. I try to go out once a week to socialize for about an hour.

On the Twitter homepage, there’s a link at the top that says “Who to Follow”. If you click on it, it brings you to a page with a search box. You can search for anything here (book reviewers, YA Romance, etc). You can also search for books that are like yours – for example, Matched by Ally Condie. Twitter searches through status updates and profile descriptions to suggest friends for you. For my tour, I searched for autism, LDS autism, Down syndrome, special needs, and church to name a few.I went through about a hundred profiles, checked out their activity and following. I also looked at who that person followed. I often found more good leads that way. After narrowing down who I wanted to review, I contacted them through either Twitter email or an email address that was listed on the profile.

Another tip is to do geographical searches – such as Autism Canada or Fantasy Reader Arizona.
Take advantage of hashtag searches too. Check out authors who write in the same genre as you and see what they are doing on Twitter. Elana Johnson did a huge Twitter promo for her book Possession using the hashtag #tagged. You could go through the postings with that hashtag to find readers who loved her book, then contact them to review your book.

Amazon & Goodreads
The awesome thing about Amazon and Goodreads is that they link to their reviewers profiles. Some of those reviewers list their websites or blogs. So you can check out books similar to yours and do some research on readers. Find a few who you really like, then send them an email through their website or blog.

Check Out Other Authors
It’s time to go hit the websites for all the big authors who write in your genre. Especially if you know of an author who has a book coming out in the next few months. They often list all the stops on their blog tour (Check out Ashley March’s pre-publication book tour). Go check out those reviewers and their guidelines. (BTW - Keep all this info in a spreadsheet for future reference!) To find more authors: Go to Amazon.com, type in an author’s name and hit enter, then check out the “Related Searches” results just under the search box.

In Closing
Putting together a good blog tour involves a bit of internet stalking sleuthing. But it’s totally worth it when you put together a completed list of reviewers from all over. The goal of a blog tour isn’t just to get (hopefully) awesome reviews, but to reach reader circles you currently don’t have connections with. Go for variety! Happy book tour scheduling!

Danyelle Ferguson is the author of (dis)Abilities and the Gospel: How to Bring People with Special Needs Closer to Christ. She's also a public speaker to churches and disability groups, freelance editor and book reviewer. She lives in Kansas with her hubby and four angels-in-training. For more information, you can check out her blog (www.QueenOfTheClan.com) or her website (www.DanyelleFerguson.com).

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Kate said...

Thanks for breaking this down step by step. Now I'm feeling a bit overwhelmed, but in a good way.:)

Donna K. Weaver said...

Such useful information, Danyelle. I'm so copying this and saving it for future reference. Thanks!

Steve Westover said...

Great post Danyelle!