Aryn Van Dyke - Marketer
I'm a former HarperCollins marketing manager specializing in nonfiction, now I'm working with indie authors on rockstar marketing strategy.
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Overview
Hello! My name is Aryn and I worked for almost 5 years as a marketing manager for nonfiction at HarperCollins, and now run my own business helping authors and publishers promote their books. I've worked on 100+ books, including multiple New York Times bestsellers, so I know what a good marketing plan looks like.
At this time, I'm offering a four-hour VIP session to help authors navigate their book launch with confidence by providing strategies for success and tools to help them clarify their message and reach the right readers. This session is a pre-requisite to additional marketing support.
At this time, I'm offering a four-hour VIP session to help authors navigate their book launch with confidence by providing strategies for success and tools to help them clarify their message and reach the right readers. This session is a pre-requisite to additional marketing support.
In this session we dive deep into your book and author brand, so you can walk away with a clear understanding of each step you need to take with your book launch. This is the type of meeting Big-Five publishers have with their authors, and now you can have that same experience, too.
In the four hours we will cover:
Messaging
-How to identify and communicate with your ideal readers
-Strategies for finding and keeping readers with clear messaging around your book
Marketing Plan and Strategy
-A “road map” plan for the present and future of your book launch
-Customized tools and ideas for a successful book launch based on my team’s years of experience in publishing
Timeline
-Detailed step-by-step timeline layout for our marketing strategy based on industry best practices
-Action items with due dates so you can feel confident every step of the way
Training
-Personalized strategy and walkthrough for any new-to-you marketing platforms (email, social, etc.) with optional follow-up sessions based on what you need
-1:1 training on various advertising platforms so you can move forward with ease
How do you know if the VIP Session is for you? Let's see if any of these statements ring true:
-You're a first-time author who has no idea where to start with marketing your book
-You've published with a hybrid publisher who has helped you create the best version of your book, but now you need marketing support
-You've got a team to support you with the book launch but you need to be guided in the right direction
-You've recently released your book but didn't implement any marketing strategy at launch
-You're anxious about publishing your book to an empty audience
Interested in the VIP Session? Here's what to do next:
-Submit your brief
-If it seems like your needs line up with the services in the VIP session I'll send you a message with a link for a free 20-min discovery call
-On this call we will each determine if we are the right match, if so we will discuss next steps for the collaboration
Services
Non-Fiction
Biographies & Memoirs
Business & Management
Christian Non-Fiction
Parenting & Families
Self-Help & Self-Improvement
True Crime
Writing & Publishing
Work experience
Owner
Self-employed
September, 2019
–
Present
(over 3 years)
Marketing Manager
HarperCollins Christian Publishing
June, 2015
–
September, 2019
(over 4 years)
Projects
"Share the Love" Campaign - Jen Hatmaker
In February 2016 we ran a Valentines promotion with author Jen Hatmaker to push orders of her recent release, For the Love. After doing some research on Jen’s audience, we found that her followers were all about generosity and community, so we wanted to run a campaign that catered to her audience.
I worked with my team to come up with the idea of the Share the Love campaign, which Jen first shared about in a blog post. We gave her readers the option to nominate someone (or themselves) to receive a free book (For the Love) for Valentine’s Day by filling out a form on the Share the Love splash page. Once the nomination form closed, we then gave her same readers the opportunity to anonymously buy For the Love for someone who was nominated. We had no idea how many people would be nominated, but we were willing to bet that Jen’s audience would come through.
We promoted the campaign on social media (with ad spend behind Jen’s post) and via email, and it was a huge success. We had 2250 women get nominated and every single person received a book (with each purchase reported to Bookscan). The campaign even got picked up by a media outlet, which gave the book and Jen even more coverage.
In this campaign I took part in the brainstorming and overall ideation for the campaign. I worked with the retailer to figure out logistics and fulfillment. I created the splash page for the campaign where people could nominate, and then also the page where people could purchase the book. I was also in charge of the ad spend for the campaign and making sure Jen’s posts about it were seen by as many people as possible.
Successful Facebook Advertising Campaign
I worked with a first-time author on a small Facebook Ad campaign that packed a big punch. The ads pushed chapter downloads and preorders of her book, African Pearl. The author had just created her Facebook page, so she had less than 10 page likes when we started.
She had a limited budget to work with for advertising, so I ran two campaigns for her to give her the best exposure possible for her book. The first was a campaign pushing a free chapter download to grow her email list, but also to give her page exposure. The audience for this ad set was based on similar authors and interests of potential readers. We spent $25, garnered 19.6K impressions, and had a CPC of $0.34.
Using the data from the first campaign, I built a custom audience for her based on page engagement and website visitors for the second campaign, which pushed the preorder. In this campaign, we spent $27, garnered 31.4K impressions, and had a CPC of $0.13.
This campaign shows that I can make a little bit of budget go a long way with an effective strategy. But this same strategy can be applied a larger budget for even greater success.
Amazon Bestseller Ranking
I worked with a first-time author on launching her middle-grade fiction book, Welcome to Superhero School. In our marketing campaign we wanted to be able to call the author a “bestselling” author, so the team came up with a plan to achieve this. The author ended up writing a short prequel to her book (Journey to Superhero School) that she launched as an ebook about 6 weeks before the launch of her main book, so I created a campaign to make that prequel a best seller.
We decided to make the prequel ebook free for 5 days on Amazon, and I orchestrated various promotion opportunities with ebook sites to send emails and make social media posts about the free ebook during the duration of the sale. I also ran an Amazon marketing campaign and BookBub advertising campaign to the prequel during the promotion window.
When the promotion started, the prequel was #88,338 overall in the Free in Kindle Store. By the end of the promotion, it was #118 overall. During that time we reached #1 in three different categories, achieving our goal to make the author a bestselling author. Overall, we had more than 4000 downloads of the prequel, giving the author and her main book more exposure.
Aryn has 13 reviews
Professionalism
Professionalism
Quality
Quality
Value
Value
Communication & Punctuality
Communication & Punctuality
Aryn has been an absolute lifesaver. As we lost a marketer, she joined the team and integrated herself seamlessly, working with authors, executing campaigns, as if she had been on the team all along. I would recommend her 100%. She is professional, knowledgeable, proactive, and efficient. Thank you Aryn!
Elina Vaysbeyn, August 2022
Aryn set up and provided video instructions on How to set up a Bookbub ad, launched an Amazon Ad, and sent details and feedback consistently.
Jeanette Minniti, July 2022
Aryn has been very helpful in directing the advertising of my book.
Glenn Marx, June 2022
So happy with the outcome!
Denise Wester, September 2021
The purpose of paying a Reedsy professional was to put the product in front of the public and sell books. I never knew or saw anything that was being done other than some statement about key words but little happened on sales. Then it was said the blurb and the cover was the problem and both were changed with no improvement in results. Most sales were due to local advertising.
Since nothing wa...
Read more
Lanny Bledsoe, February 2021
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