From a client:
My book is getting great reviews in places like Foreword Magazine, so why isn’t it selling better?
There are two kinds of marketing - push and pull. Anything that is primarily for "the trade" (publishing) is "pushing" your message into the channels so that they know about it, can put it in their system if desired, and even stock it in the stores if they feel that there is/will be consumer demand. That includes most reviews, ads in trade publications, shows like BEA, etc.
The other side of the equation - pull marketing - is marketing to the consumer so that they will "pull" the book through the trade channels. You have to have both types of marketing to the target buyers in order for your book to have robust sales.
The other parts of the puzzle are distribution (which you have), the product itself has to be done well (which you have) and it has to be priced right for the buyer - most people buying books today in your genre aren’t expecting a hard cover book and a higher than $20 price point, so that slows sales.
So you need to get the consumer to know about your book more widely - and that takes continuous exposure for as long as the book is selling.
So the question for you is what are you doing each month on an ongoing basis to create the consumer demand? There are lots of avenues to do that - radio, lifestyle stories in print or online, stories about parts of your book in article banks online, interviews in print, broadcast and online, live appearances and more.
Make yourself a calendar of your activities each month that are media related - make sure your distributor knows about all the media you are doing each month so they can tell the stores. If you have 2-4 things every month that are national or strongly regionally focused, you will see sales increase.