by Maggie Wallem Rowe

My first book released from NavPress in May 2020. Because physical launch events and book signings had to be indefinitely postponed due to the pandemic, my marketing manager suggested an online launch using Facebook Live.

While initially reluctant, I’m so thankful we tried it.  We had about 180 people actively engaged throughout the hour who left over 1,000 comments, and in less than a week there were over 2,600 views from the archived event on my Facebook page. I also linked it to my YouTube channel to have a permanent home for the event video.

Here are a few tips for an effective online launch, with the caveat that tech platforms are changing continually so you’ll want to experiment a bit. But hey, what do you have to lose? Even the “bloopers” can provide fun moments.

PROMOTION:

Announce the date of your event on your blog/website and social media pages two-three weeks in advance. Facebook only allowed me to schedule it one week ahead of time (this may have changed.) My publisher provided a graphic for me to use but it’s easy to create your own on Canva. Facebook does not send out reminders (you might find a workaround), but once we were set up that evening, we found a way to announce we’d be starting in an hour on my personal page.

Also share the event to your private Launch Team group if you have one. That morning, I copied/pasted a personal message to each of the 100 + members of my team asking them to share the event and giving them the link. Over 60 did!  Five-ten minutes into the event, we also asked those attending online to share the event, and then we drew a name from all who shared and awarded a gift card. I did a short reading from the book to allow time for shares and compiling the names.

HELPERS:

You can do a Facebook or Instagram Live event solo, but I recommend recruiting helpers. Ask your spouse, an adult child or a good friend who is comfortable on-camera to assist as co-host. My husband, Mike, served as my co-host.

I had two friends assisting digitally. One kept track of comments for prize giveaways and texted Mike with the names of the winners. (You can also review comments the following day and award prizes that way.) Another friend had links to my website, the publisher, and the Amazon pages for the book as well as free printables for guests to access. She posted those regularly throughout the party while also monitoring comments.

 SETUP:

The day prior to the event, set up your space to check for lighting, background, etc.  I used the Photo Shop app on my computer to get an accurate view of what guests would see.

Good lighting is vital! Make sure you are not backlit if hosting your event during daylight hours. We used a corner of our living room with two comfortable chairs, space to display giveaways, and a 24 x 36 posterboard of the book framed in little white lights. I created the poster on Vistaprint and had it mounted on foamboard at a local craft store. During the event, lock up your pets and set your cellphones to vibrate only. Business casual dress works well in solid colors.

AGENDA:

You don’t want to read from a script but rather interact with your guests as you would at an in-person party. I created a timeline to keep us on track. We began with greetings and some humor and then went right into the first short reading to allow time for comments. Re-introduce yourself 5-10 minutes into the party for those just joining you online.

GIVEAWAYS:

These are optional, but they do help people stay engaged throughout the hour if they know they have a chance of winning a prize.  They can “comment to win” while you are doing readings. Here’s what we provided:

o   Six copies of recent books from my publisher (two awarded to each winner.)

o   $15 Starbucks gift card

o   Grand Prize given at the end: Annual subscription to Christianity Today, signed hardcover copy of my book, $35 Visa gift card.

o   I mailed prizes within a few days after the party.

 TECH HELP:  

While you can do this solo, our adult son happened to be staying with us and he monitored the video feed from his computer. He also responded to texts coming in on my phone.

 “How Well Do You Know the Author?” Game:

Author Lori Hatcher suggested this and we created our  own 12 questions with a tie-breaker. It’ also a way to slip in extra info about your book. While my husband hosted this segment, I was able to sip water and relax a bit.

Conclusion:

End on time or a bit early. I’ve seen successful parties that were only 20-40 minutes. As we closed, I asked my pastor-husband to pray a blessing over all those watching.

Even if you feel a bit shy about doing live events online, give it a try! You may be so pleased at the engagement that you’ll include an online launch in every marketing plan you create for your work.

Maggie Wallem Rowe is a national speaker, dramatist, and author whose first book, This Life We Share, was a finalist for the 2021 ECPA Christian Book Award in the New Author category. Maggie has also been a TEDx presenter. Her second book, Life is Sweet, Y’all: Wit and Wisdom with A Side of Sass, released from Tyndale House Publishers in 2022. Maggie writes weekly from Peace Ridge, her home in the mountains of North Carolina. MaggieRowe.com.