You’ve poured your heart and soul into writing a book. You’ve edited, designed a cover, and navigated the complexities of formatting. Now comes the part that often intimidates authors the most: marketing. For a self-publishing author, writing the book is only half the battle. Getting it into the hands of readers is the other half, and it’s a journey you can absolutely conquer. This guide provides actionable marketing strategies for every stage of your book’s life—pre-launch, launch, and post-launch—to help you build momentum and drive sales.
The Foundation: Building Your Author Platform
Before you even think about selling your book, you need to build a place for your readers to find you. An author platform is your corner of the internet where you connect with your audience. It’s not just about promotion; it’s about building a community.
Your Author Website
Your website is your home base. It should be professional, easy to navigate, and contain essential information:
- An “About Me” page that tells your story.
- A page dedicated to your books with compelling descriptions and purchase links.
- A blog where you can share insights, updates, and related content.
- A clear sign-up form for your email list.
Email Marketing: Your Most Powerful Tool
Social media platforms change their algorithms, but your email list is yours. It’s a direct line to your most engaged readers. Start building your list early by offering a valuable freebie, known as a “reader magnet.” This could be a short story, a deleted chapter, a character guide, or a helpful checklist related to your book’s topic.
Use your email list to nurture your relationship with subscribers. Send regular newsletters with personal updates, behind-the-scenes content, and exclusive news. This direct connection is invaluable for driving launch day sales and maintaining long-term engagement.
Phase 1: Pre-Launch Marketing (Building the Buzz)
The pre-launch phase is all about creating anticipation. Your goal is to have a group of eager readers ready to buy your book the moment it goes live.
Leverage Social Media Strategically
You don’t need to be on every platform. Choose one or two where your target audience spends their time.
- Instagram/TikTok: Perfect for visual storytelling. Share cover reveals, author photos, short readings (Reels/TikToks), and aesthetically pleasing book mockups. Use relevant hashtags like #bookstagram, #amwriting, and #indieauthor.
- Facebook: Build a community through a dedicated author page or a reader group. Run polls, ask questions, and share longer-form updates.
- X (formerly Twitter): Engage with the #WritingCommunity. It’s great for quick updates, sharing blog posts, and connecting with other writers, reviewers, and readers.
Collaborate with Influencers and Bloggers
Identify book bloggers, “Bookstagrammers,” or “BookTokers” whose audience aligns with your genre. Reach out to them months before your launch. Offer them an Advance Reader Copy (ARC) in exchange for an honest review. A positive review from a trusted influencer can introduce your book to thousands of potential readers.
Pro-Tip: Personalize your outreach emails. Mention why you think their specific audience would enjoy your book. Generic, mass emails are often ignored.
Phase 2: Launch Week (Making a Splash)
Launch week is when all your pre-launch efforts come together. The goal is to generate a concentrated burst of sales and reviews to boost your book’s visibility on retail platforms like Amazon.
Mobilize Your Street Team
Your “street team” is a group of dedicated fans who have agreed to help promote your book during launch week. These are often the first people who received an ARC. Coordinate with them to:
- Post about the book on their social media channels.
- Leave a review on Amazon, Goodreads, and other retail sites as soon as the book is live.
- Share your launch day posts and announcements.
Run a Launch Day Promotion
Consider pricing your ebook at a discount ($0.99 or $1.99) for the first few days. This lower barrier to entry encourages impulse buys and helps you climb the sales charts. You can use services like BookBub (if you get accepted), Fussy Librarian, or Bargain Booksy to promote your discount to their massive audiences of readers.
For example, Mark Dawson, a self-published thriller author, is a master of using targeted Facebook ads and email marketing to drive massive sales during his launch periods. He built a multi-million dollar career by treating his writing like a business and mastering direct-to-reader marketing.
Phase 3: Post-Launch Marketing (Keeping the Momentum)
Your marketing efforts don’t stop after launch week. Sustained promotion is key to long-term success.
Consistently Seek Reviews
Reviews are social proof. The more you have, the more credible your book appears to new readers. Continue to politely ask for reviews in the back matter of your book and in your email newsletters. You can also use services like Booksprout to find readers willing to review your book.
Run Amazon and Facebook Ads
Once you have a handful of good reviews, you can start experimenting with paid advertising.
- Amazon Ads: These ads place your book directly in front of shoppers on Amazon. You can target specific keywords (e.g., “fast-paced fantasy novel”) or similar authors.
- Facebook Ads: These allow for highly specific audience targeting. You can target users based on their interests, such as “Stephen King,” “Kindle,” or specific fantasy/thriller reader pages.
Start with a small budget, test different ad copy and images, and analyze your results. Scale up what works.
Continue Creating Content
Keep your blog and social media active. Write about topics related to your book’s themes, share your writing process, or announce your next project. This keeps your audience engaged and ensures you have a warm audience ready for your next book launch. Author Joanna Penn of The Creative Penn is a prime example. She has built a seven-figure business by consistently providing value through her blog, podcast, and books, all of which cross-promote each other.
Your Success is in Your Hands
Marketing a self-published book can feel daunting, but it is also incredibly empowering. Every blog post you write, every connection you make with a reader, and every review you receive is a step toward building a sustainable career as an author.
Remember that marketing is a marathon, not a sprint. Be patient, be persistent, and be proud of the work you’ve created. You are not just a writer; you are the CEO of your author business. Now, take charge and help your book find the readers who are waiting for it.