Forge relationships with the managers of bookstores, both chain and independent. While the manager of, say, a Barnes and Noble will not have a great deal of influence with regard to your book in the corporate office, you could end up with a bigger in-store presence. An appearance during a weekly story time could expose lots of parents to your book. Managers of independent bookstores can often put together a reading for your book, and they will have much more control over how many copies of your book are ordered for the store.
Build a website that allows people to interact with you and your book. In addition to a summary of your book, you should include a sample page or two to show prospective customers what they can expect. With a message board or guest book, people can give you feedback, and visitors who have not purchased your book will be able to see how much others enjoyed it. If you don't know how to build compelling websites, asking a tech-savvy student can often earn you a website and get them experience as well.
Work with a graphic designer to create striking advertisements you can use in a number of different media. If you are very, very lucky, your publishing company will help you with all of this, but all too often this is the author's responsibility. Produce print advertisements, button designs, postcards and any other kinds of things you think will help you get the word out about your book. Send those postcards to area libraries, day care centers and more.
Purchase advertising in relevant publications. Readers of parenting magazines are likely looking for stories to share with their children. A compelling ad might earn you an order. Parenting newsletters often allow you to purchase advertising space. Paying for banner ads on relevant websites can garner satisfying results. According to Dr. Ralph F. Wilson, E-Commerce Consultant, while a blunt, unfocused approach to banner ad placement might not work, "Developing an effective banner ad strategy may bring thousands of people to your site who will become your customers."
Serve as an ambassador for your children's book. Say "no" as little as possible. If you are asked to give a reading of your book, do it. If a group of writers asks you to come and talk about your experience, be there with bells on. Some people are too timid to talk about their accomplishments, but you will get far more publicity if you modestly put yourself out there. Author Barbara Cohen advises you to be prepared for all kinds of questions, including, "How did you get your book published?" and even, "Are you married?"