How to Market Your Children’s Book by Finding the Right Community
The KidLit Creator’s Chronicle – Issue #08
I’ve seen authors struggle to sell their books at certain venues or online platforms. They often think it’s because of their book or their marketing skill, but sometimes that’s not the case at all. Sometimes they’re simply in the wrong place, in front of the wrong audience. When those same authors get in front of the right people, the difference is night and day. Suddenly, people are interested and books get sold. When you can get this right, marketing becomes much less of an uphill battle (and more fun!).
In my Bestseller Book Launch Bootcamp, I use this graphic to explain it:
The green circle represents the people who would be interested in your book and buy it. If you target the red circle (too broad), you’ll waste energy, time and possibly money.
And sometimes authors are targeting a circle that doesn’t even overlap with the right book buyers.
You won’t always perfectly work out your target audience from the start. Sometimes you’d be surprised at who buys, or doesn’t buy, your book once it’s out. But the better you figure out your audience beforehand, the less time, money and energy you’ll lose targeting the wrong people.
In last week’s email, we covered how comparison books can help you position your book so the right readers instantly get what your book is about. But finding your perfect readers (or book buyers) doesn’t stop there.
This week, we’re taking it a step further by focusing on where those ideal readers (or the parents, teachers, or librarians who buy for them) spend their time.
When you know where to find your audience, online or offline, marketing becomes simpler and more effective.
Let’s go over how niche marketing can help you reach the right readers and avoid wasting time talking to the wrong people.
Niche Marketing For Children’s Book Authors
Step 1: Clarify Who Your Book Is For
The first step is to figure out who your ideal book buyers are.
Ask yourself:
- Who is your book for? Is it aimed at preschoolers learning their ABCs, early readers tackling their first chapter books, or children who love adventurous animal stories? Be as specific as possible.
- What themes does your book explore? Think beyond age groups—does your story promote environmental awareness, celebrate cultural diversity, or focus on STEM education?
- Does it cater to specific interests? For example, if your book is about space exploration, your niche could include young space enthusiasts, science educators, and STEM-focused classrooms.
The more specific you are, the easier it will be to find and connect with the right audience.
Step 2: Find Out Where Your Audience Spends Time
Once you’ve defined your niche, the next step is figuring out where your ideal readers, or more often, their parents, teachers, or librarians, spend time.
Online:
- Facebook Groups: Look for groups focused on children’s literature, specific themes that relate to your book (like eco-friendly parenting), or educational resources.
- Instagram Hashtags: Search for hashtags like #STEMforkids or #DiverseBooks to find communities sharing content aligned with your book’s theme.
- TikTok Communities: Platforms like BookTok have niche communities for almost every genre and book theme.
- Reddit Forums: Subreddits like r/Parenting, r/Teachers, or r/BooksforKids can be great spaces to share.
- Niche Podcasts and Blogs: Reach out to hosts or bloggers who focus on your book’s topics to suggest interviews or guest posts.
Offline:
- Schools and Libraries: Offer to do readings, workshops, or donate copies of your book.
- Festivals and Fairs: Events like book festivals and educational or cultural fairs are perfect for engaging directly with your target audience.
- Museums and Community Centres: These often host educational events that align with specific themes like science, art, or culture.
- Independent Bookstores: Partner with local bookstores for author signings, readings, or themed events that tie into your book’s topic. Many indie bookstores love supporting local or niche authors.
- Specialty Shops: Depending on your book’s theme, approach non-bookstore retailers, like toy stores, eco-friendly shops, or gift shops where your book’s niche would fit in.
- Community Groups and Clubs: Connect with local groups like parenting clubs, scouting organisations (e.g., Girl Scouts), cultural associations, or hobby clubs that align with your book’s theme. Offering themed workshops, readings, or partnering for events can help you reach audiences directly interested in your book’s message.
Children’s Book Mastery Author Coaching members promoting their books. From left to right, Peni Clark with Piper’s Perfect Pick, Pat J. Wheeler with Winnie Acts Up and Elizabeth Higgins with Bella’s Choice.
Step 3: Connect with Value
Once you’ve found your audience, it’s time to connect with them. But don’t spam them with links to your book!
Here’s how you can get in front of your audience to build relationships and sell books:
- Share Helpful Content: Offer tips, fun facts, or personal stories related to your book’s theme. For instance, if your book is about ocean animals, share interesting facts about marine life on social media.
- Collaborate with Influencers or Organisations: Collaborate with influencers, educators, or organisations by offering value through guest blogs, podcast interviews, or giveaways. You can also co-host events, run joint promotions, or cross-promote with other authors to expand your reach and connect with your ideal readers.
- Offer Free Resources: Create downloadable activity sheets, discussion guides, or colouring pages related to your book’s content. This adds value and builds trust with your audience, and it’s a great way to grow your email list.
When you focus on making connections and share content that matters to your audience, you’ll do more than promoting your book: you’ll also build an involved audience that will support your future books.
Why Targeting a Smaller Audience Can Lead to Bigger Success
It’s easy to believe that the wider your audience, the better your book will sell. If everyone should buy your book, that means more sales, right? Not exactly. Actually, narrowing down and targeting a specific niche often leads to bigger success.
When you try to appeal to everyone, your message gets watered down.
It becomes generic, trying to check every box without truly resonating with anyone. But when you focus on a smaller, clearly defined audience—whether it’s parents of bilingual children, educators looking for STEM resources, or families passionate about sustainability—you speak directly to their needs and interests.
A book that connects deeply with a smaller audience has a better chance of creating loyal fans who will recommend it to friends, share it on social media, and even buy multiple copies as gifts. Word-of-mouth from a smaller, but passionate, audience often carries more weight than trying to reach a broader crowd with a lukewarm message.
A great example of a successful niche book is Sulwe by Lupita Nyong’o.
While picture books about self-love and confidence are common, Sulwe specifically focuses on colourism and the experiences of dark-skinned children, particularly within the Black community. It’s a niche topic, yet the book became a bestseller because it resonated with readers who saw their own experiences reflected in the story.
So, instead of aiming for mass appeal, lean into your book’s unique angle. Focus on serving a specific group well. You’ll build meaningful connections and a foundation for long-term success, because when readers feel a book speaks directly to them, they’ll spread the word and keep coming back for more.
Real Examples
One author I worked with thought book fairs were the perfect place to promote her friendship-themed animal picture book. But after a few disappointing events with low sales, she realised her target audience wasn’t attending those fairs. She reached out to schools instead and offered free workshops that included fun animal- and friendship-themed activities. Teachers loved how it reinforced classroom lessons, and soon, she was booking regular school visits, with bulk book orders coming in from these visits.
Another author had a similar experience. Her picture book is about mindfulness for kids. She tried promoting it on general parenting blogs and social media, but the response was lukewarm. She got a few likes here and there, but hardly any sales.
After attending one of my trainings, she sought out Facebook groups for parents of children with anxiety. Instead of jumping in with a sales pitch, she shared tips on helping kids manage stress and offered a free printable activity sheet. Parents took notice, and when she mentioned her book, sales took off.
Over to You!
Who’s your book really for, and where do those book buyers spend their time? Hit reply and let me know!
I know finding your audience can feel like a challenge, but once you connect with the right readers, everything clicks into place. It’s well worth the effort to figure out who’ll love it most and where to find them!
