Discussions

For business, leadership, and non-fiction authors, Instagram and TikTok are often distractions. The real conversation happens on LinkedIn. With nearly a billion professionals networking, sharing ideas, and looking for industry insights, LinkedIn is the premier platform for "smart thinking" books. However, treating LinkedIn like a CV or a brochure is a mistake. To drive book sales and consulting leads, authors must treat the platform as a publishing house in its own right. Effective book promotion on LinkedIn is about demonstrating expertise through content, not just announcing a product launch.

The algorithm on LinkedIn favours conversation and "dwell time." It wants users to stay on the platform and read substantial content. This aligns perfectly with the goals of a non-fiction author. The strategy involves breaking down the book’s chapters into bite-sized, value-driven posts. Instead of saying "Buy my book to learn about leadership," the author writes a 300-word post detailing "The Three Biggest Leadership Mistakes I Saw in 2024," and then mentions the book as the deep-dive resource. This "give first" approach establishes authority and builds a following of professionals who trust the author's insights before they ever spend a penny.

The Power of the LinkedIn Newsletter

One of the most powerful features currently available is the LinkedIn Newsletter. This allows authors to publish long-form articles that are pushed directly to the notifications of their subscribers. Unlike an email newsletter where you have to fight for open rates, LinkedIn notifications are highly visible. This feature is ideal for serialising concepts from a book or providing commentary on current industry news through the lens of the book’s philosophy. It keeps the author top-of-mind with their network. A consistent newsletter builds a subscriber base that is native to the platform, creating a friction-free funnel to the book’s sales page.

Engaging with "Big Voices" and Tagging

LinkedIn is a network. Its power comes from the connections between people. A smart promotional tactic is to engage with other thought leaders in the author's niche. This doesn't mean spamming them; it means adding thoughtful comments to their posts. If a famous economist posts about inflation, and your book covers financial trends, a well-reasoned comment can attract thousands of views from that economist's audience. Furthermore, when posting about your book, tagging people who are mentioned in the book or who provided blurbs (with their permission) can jumpstart the algorithm, exposing the post to their networks as well.

Video and LinkedIn Live

Video content on LinkedIn is growing rapidly. "LinkedIn Live" allows authors to host virtual book launches, Q&A sessions, or fireside chats directly on the platform. These events are prioritised by the algorithm and can attract significant live audiences. The professional context of LinkedIn means viewers are often in a "learning mindset," making them more likely to engage with educational content than they would be on Facebook. Short, subtitled video clips sharing a quick tip from the book also perform exceptionally well in the feed, stopping the scroll and offering immediate value.

Optimising the Profile as a Landing Page

Your LinkedIn profile is your landing page. The banner image should feature the book cover. The "Featured" section should link directly to the book’s purchase page or a sample chapter. The headline should identify you as "Author of [Book Title]." Many authors fail to optimise this real estate, leaving it looking like a resume for a job seeker rather than a profile for a thought leader. Every piece of content you post leads people back to your profile; ensuring it is optimised for book promotion is a foundational step in the strategy.

Conclusion

LinkedIn is the most underutilised tool in the author's arsenal for non-fiction. By shifting from self-promotion to value creation, authors can build a powerful personal brand that drives book sales and opens doors to high-level professional opportunities.

Call to Action

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