1-2 months before we want the promotion to go live, we start the planning. We decide if this is going to be a FREE promotion(5 days) or a 99 cents promotion(7 days). Normally we suggest a FREE promotion for the first couple of promotions to get the authors name out to as many as possible. Also pages-read grow like crazy during a FREE promotion. Studies have shown that an author has to be seen 4+ times before a reader will take a chance on you.
You need to have 10+ reviews to get accepted on most major promotion sites.
We submit the book to 70+ free promotion sites and several paid ebook sites. In collaboration with the author, we choose which paysites to apply for. Most cost between $10-100 per site, depending on how many subscribers they have.
So depending on the author's promotion budget, we submit to as many as possible. Some sites have to accept the book and especially BookBub is hard to get into.
Then we prepare the following, so we are ready to go live when the promotion start:
Checking availability for promotion sites.
Use ads on Social Media to tease for the book launch. (Cover release etc.)
Writing the hook and the ad-copy for the book together with the author.
Producing several different ad designs and ad copies, so they are ready for the different type of ads(FaceBook, Amazon, GoodReads and BookBub ads) and also for split testing.
Timing: Holiday, time of year or season.
We will be spreading the book promotions out over 7-14 days depending on our budget and which sites will be available. This is the best way to get the book up on the bestseller lists and get it to stay there, according to our experience and Amazon’s algorithms.
When the book is being bought together with other bestsellers, we get the free promotion of appearing on these bestsellers product pages under “Customers who bought this also bought."