The point is that your book publicist will be focusing on media coverage. This is crucial for book promotion, but not where book marketing starts and ends. For effective book promotion, you'll need to pursue other marketing initiatives that complement your book PR.
Besides book PR, a stellar book marketing campaign will also:
- Execute an online content marketing strategy that establishes you as a brand
- Implement a social media strategy that disseminates your message and content marketing strategy and interacts with fans
- Develop a fan email list to speak directly with your audience and disseminate curated content
- Create author profiles on Amazon and book reading apps
- Reach out to critics, book reviewers and book influencers for a review of your book 4-6 months before publication
- Contact bookstores and libraries about book readings and signings
- Identify speaking engagements with organizations that focus on topics that are explored in your book
You may be able to perform these tasks on your own, or hire a book marketing specialist to assist. In some cases, your publicist may be able to help you with some of the above marketing as well. In any case, this work should be performed synergistically with your book publicist.
Consider yourself the quarterback in these strategic and overlapping initiatives. Take the time to communicate to your publicist, agent, editor, and other marketing team members about what is going on with the campaign so everyone is on the same page.
To that end, be sure to take the time to read and answer all correspondence from your publicist and other team members in a timely manner. During the crunch of the campaign, in the weeks leading up to and just following publication, there will be a lot of moving parts and plenty of emails flying around that will need immediate responses. Be prepared to spend considerable time focusing on your book publicity to reap the rewards of your investments.