Knowing who your targeting is half the battle when it comes to marketing. In 2010, a Sisters in Crime survey found that when it comes to mystery and thriller readers, 68% are women, 35% live in the south, 48% are suburban dwellers, and 26% are 65 or older. While this doesn’t mean you should target all of your efforts to 70-year-old women living in the outskirts of Atlanta, there is a point: know where to find your audience. This also means deciding whether your book falls under any of the sub-genre categories, which include: general mysteries, thrillers, police procedurals, and the like. Once you have a sense of who your reader is you should be able to identify the bloggers and publications you’ll want to reach out to.
That said, there are a number of general tips for marketing mysteries. Here are just a few:
Attend a Conference: More so than any other genre, mystery readers and writers have the chance to meet others at various meet-ups. From the large, annual Mystery Writers Conference to the smaller “Love is Murder” convention, find out what’s going on close to you and consider attending, exhibiting, or even applying for a panel. To cut costs, consider getting a group of local writers together to jointly sponsor a table. While there, don’t shy away from others; make connections and friendships that will improve your writing and your ability to promote.
Increase your social media presence: Whether it’s Twitter, Pinterest, blogging, or all of the above, it’s important you have a presence online. Readers want to connect with writers and all of these mediums are an easy (once you get the hang of ’em) way to do so.