How to set up a blog tour

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I've been asked about my Blog Tour twice in two days: How did it go? Who organized it (and how)? Who pays? So I thought I'd post about it here.

First of all, I'd say it went really, really well. A Blog Tour gets your book a lot of visibility and reviews.

I've never heard of a publisher organizing one, but it's possible. I've only heard of authors organizing a Blog Tour, and paying for the lion's share of it. There are Internet sites that will do this — TLC Book Tours (http://tlcbooktours.com/) is one — or you can do it yourself, or hire an assistant or publicist to help set it up. I hired an assistant — my "VA", or Virtual Assistant — but it was a lot of work, even then. My costs were low, under $500 for an extensive tour, but I think $2000 is more in range. (I'm no expert on this.)

The process, in a nutshell, is to contact suitable blogs, and ask if they would be interested in being part of the tour. If so, a book (or two) is sent to them: to give away in a lottery, review, and/or invite you to write a guest post or interview you. A schedule is made up, so — say — over the course of a month, the book is being featured two or three times a week.

The first thing to do is to make up a list of possible blogs. This takes a little research. My VA and I Google-searched for book blogs, and, in particular, looked for blogs that favored historical fiction. You need to look for "high-traffic" blogs, blogs that have a number of followers. I looked over the blogs other authors have included on their blog tours (just as others will do for my own). We found a wonderful Book Blogger group on ning.com (http://bookblogs.ning.com/) with a sub-group of bloggers devoted to historical fiction: bonanza!

Then the bloggers are approached, and if they are keen arrangements are made for a date and an understanding of what, exactly, will be done. Books need to be sent to them well in advance: my U.S. publisher took care of this, which was great. My VA took care of all the correspondence and scheduling.

My own feeling is that a review should be required (and ideally, as well, that the review be posted not only on the blog but on Amazon.com, other book sites and a link posted to social networking sites such as Twitter, etc.).

Book give-aways are also great: they create so much interest.

The interviews and guest posts entail a lot of writing, however, and of the two, interviews are less time-consuming (in my opinion). My feeling, at the time, was that a Blog Tour was every bit as consuming as a Book Tour coast-to-coast, but that's likely an exaggeration.

And then it's simply a matter of keeping on top of it: sending in your posts and/or interview answers on time, and then sending out follow-up thank-you letters. Book bloggers are amazing: they work hard for free, and deserve lots of applause.

If you Google "blog tour" you will find lots of guides.

For my tour, go to the Events page on my website and scroll down to "April/May Blog Tour links":

http://sandragulland-events.blogspot.com/