Don’t worry, marketing your book doesn’t have to be stressful, and you don’t have to employ every strategy.  

As a book writing coach, I’ve helped authors like you find a strategy that works for them, to get their book in the hands of the readers they want to reach.

Curious to find out how? 

Let’s dive in.

1. Leverage Social Media for Direct Engagement

Some authors shiver at the thought of promoting themselves on social media.

But like it or not, social media is central to how communicate and discover new people and ideas these days.

Here are a few bits of good news to ease your mind:

• You do NOT have to be on every single social media platform — you can chose your favorite, and run with that one.
• Social media is less about “self-promotion” and more about being authentic and sharing your message with the people that need to hear it.
• You don’t have to spend hours a day on social media — working at it for just an hour a day can help grow you a sizable audience.

Your first step is to select the right platform that suits your book’s topic and genre.

For example, if your book is a high-stakes thriller, platforms like Twitter can be great for fast-paced conversations and book teasers. 

On the other hand, if you’ve written an emotional family drama with rich, vulnerable characters, Reddit might offer you a more invested audience keen on emotionally resonant narratives.

For a full list of all the most popular platforms, check our list of 13+ Top Social Platforms to Know in 2024.

So…what do you actually do once you’ve signed up for a social platform? Here are some of the basics you should should be doing (remember, one hour a day is fine!):

• Share content that interests you and your readers: If you write sci-fi, you can post news stories, videos or opinion pieces within that genre. You can give your take on the latest show, movie or book. If you write self-help, write short posts with snippets from your book or genuine advice from your experience.
• Respond thoughtfully to reader comments and messages.
• Follow other authors and creators in your genre and comment on their posts.
• Host Q&A sessions where you can discuss your characters’ motivations or plot intricacies.

This two-way dialogue not only builds a community around your book but also makes your target audience feel like a part of your literary journey. 

2. Master Facebook Ads for Targeted Exposure

Facebook Ads are an extremely powerful tool for marketing your book.

The best part of using Facebook Ads is they can hone in on your target audience with laser-like precision.

The A/B testing feature allows you to try different versions of your ad — a different image, headline, or call-to-action — and see in real time which one clicks with your audience.

Of course, you’ll need to set a budget for this, but you’d be surprised how many leads $500 or $1000 worth of ads will bring you.

Even if your budget is modest, a smartly executed Facebook ad can offer ROI that beats a higher spend with less focus.

For more details about how to market on Facebook, check out our Definitive Guide to Facebook Marketing.

3. Build a Captivating Author Website

Your author website is like a shop window for your book.

But it’s also a designated place for your readers to learn about who you are as an author.

Did I mention it’s also where you’ll build your email list to start selling you book?

Your author site doesn’t have to be fancy at all — it just need to be clean and easy to navigate.

When choosing a domain name, think of something that would stick in someone’s mind after a quick glance — a catchy phrase or perhaps your name coupled with a word that reflects your genre, like “JohnDoeThrillers.com”.

When in doubt, just use your first and last name (or your pen name) as your domain name.

Here are some ways you can use your website to build an audience and sell more books:

• Start an email newsletter where you share insights related to your book’s genre
• Start a blog on your site where you cover the latest news in your genre, offer your own opinions and share intimate details about your creative process
• Set up an online store where site visitors can easily purchase your book
• Run time-limited discounts on your book for your email subscribers
• Cultivate a relationship with your email list by sending them weekly emails and asking them to respond
• Include your site’s URL on your social media and inside your book so readers know where to find you

Don’t overthink your author site or spend a fortune on it. Keep it simple and authentic, and your readers will flock to it.

4. Dive into Content Marketing

“Content marketing” simply describes how authors can market their book through written or digital content.

Blogging is an outstanding way to start, but don’t limit yourself to just your own musings or announcements about your book. 

Solve problems for your potential readers. 

If you’re a romance author, articles about “10 Romantic Getaways to Fantasize About” could attract the exact audience looking for an escape — both literal and fictional. 

Beyond blogging, here are a few other forms of content marketing to consider:

• Posting on social media
• Video platforms like YouTube or TikTok, or featuring videos on your site
• Email marketing — growing a relationships with your email subscribers by sending them valuable content
• Guest blogging — writing posts on other author’s blogs to reach a broader audience

The best way to start with content marketing is to choose one of these options and give it your full focus for a few months. You start to see what works and what doesn’t, and you can tweak accordingly.

5. Choose the Right Book Marketing Service

You’re probably thinking: “Can I really do this all by myself?” 

You could, but book marketing services can be a huge help, if you can afford it.

But don’t just pick the first service that appears in your Google search. 

Do your research — get to know the company you want to work with, and make sure they are the right fit for you and your book. 

Ask them questions, research their methods and read customer reviews. 

And here’s something many don’t think about — look at what other services they offer. 

Some of these agencies are full-scale operations that can assist with book editing, provide cover design services, or even help you create an audiobook. 

They can become your one-stop-shop for all things book-related, making your life infinitely simpler.

6. Leverage Email Marketing to Build a Mailing List

Email marketing is about building a trusting relationship with your readers and potential readers.

Usually it involves creating a “lead magnet” — a free digital gift to your reader in exchange for their email address.

Once you start building an email list, you want to build trust with them by delivering valuable content (for free!).

For example, you could offer them a free chapter of your upcoming release or a blog post you wrote about your top favorite books in your genre, or how to get rid of writer’s block. It’s a way of saying, “Hey, I think you’ll enjoy spending more time in the world I’ve created.” 

Once you’ve earned their trust, you can slowly start to offer them products (that are also helpful to them!), most likely this will be your book, but you may end up creating other products down the road.

The most important thing you can do is offer value to your email list. They’ll love you for it, and they’ll want to read (and buy!) everything you create.

7. Target the Right Readers Through Publishers Weekly

Publishers Weekly is the “international journal of book publishing and bookselling” — and it’s a goldmine for authors looking to connect directly with a book-loving audience. 

People who subscribe to Publishers Weekly are those deeply involved in the world of books — from publishers and librarians to serious readers and reviewers.

Take advantage of the book review section. 

A favorable review here can really help lend you credibility and skyrocket your book sales.

And keep in mind, it’s not just a favorable review you’re after, but one that aligns with the genre and tone of your book. A rave review from a prominent science fiction blogger won’t do much for your romance novel.

8. Engage in Public Relations Efforts

Public relations sounds a bit serious and scary, but it’s really quite simple.

Public relations activities can highlight unique aspects of your book that might not be immediately apparent.

Start by crafting compelling press releases and discuss why it matters. Approach local media outlets for interviews and features, and don’t underestimate the power of community newspapers or local podcasts. 

These platforms often carry a devoted following and can spark word-of-mouth buzz in your immediate circles. 

Plus, your story could be precisely the local interest piece an editor is searching for.

9. Craft a Compelling Book Design & Description

Unfortunately people do judge books by their covers. 

While your prose may be worthy of the Nobel Prize in Literature, an amateurish cover will stop potential readers in their tracks. 

So, investing in a professional book cover is crucial if you want readers to buy your book.

Skilled designers know how to convey the essence of your book in a single, captivating image. 

But the journey doesn’t stop at the cover. A well-crafted book description can decide between “add to cart” and “maybe later.” 

This is your chance to pitch your book, to squeeze the essence of hundreds of pages into a paragraph or two. 

You don’t just want to summarize the plot but to convey the emotion, the tension, the stakes. 

Make it as gripping as your most exciting chapter.

That way, you not only capture interest but create an emotional investment, making it hard for potential readers to walk away.

10. Connect With Book Bloggers & Influencers

The power of social proof is undeniable. When you see someone you respect or admire reading a particular book, doesn’t it pique your curiosity? 

Book bloggers and influencers harness this influence daily.

Sending copies of your book for review is an initial step, but consider personalizing your approach. 

Instead of a generic message, research the blogger or influencer. 

What are their reading preferences? Did they recently review a book similar to yours? Make your pitch relevant and heartfelt. 

After they’ve posted their review, don’t just offer a simple ‘thank you.’ 

Share their thoughts across your author’s website, social media, and email newsletters. 

This not only showcases their feedback but strengthens your relationship with them for future collaborations.

11. Create an Author Branding Strategy

Step back for a moment and think about your favorite authors. What comes to mind? Their best-selling books, surely, but isn’t there more? 

It’s the persona, the ethos, the essence that they’ve built over time. 

You are more than just the sum of your book’s pages. You are a brand, an experience waiting to be enjoyed by your readers.

Constructing a solid author website replete with a blog and mailing list is your foundation. Yet, the bricks that really build the house are the stories, values, and personality you share. 

Consistency is your magic wand here. 

Whether it’s the tone of your tweets or the color palette on your Instagram, ensure it’s unmistakably you. 

For instance, if you write romantic novels, infuse your platforms with snippets of love, nostalgia, and warmth. 

If thrillers are your forte, maintain a shroud of mystery, maybe with cryptic quotes or behind-the-scenes glimpses of your writing process.

12. Monitor & Adjust Your Book Marketing Plan

In the realm of monitoring, tools are your best friends. Dive into the analytics of your website, social media metrics, and email marketing metrics. 

Did a particular blog post garner more traction? Maybe that means there’s a topic your audience is clamoring for. 

Or did your recent tweet storm fall flat? Maybe it’s time to pivot your approach. 

Feedback from your audience is pure gold. For instance, after releasing a suspense novel, you might find a growing community of readers discussing it on Reddit. Joining the conversation or even hosting an AMA (Ask Me Anything) session could be a brilliant next step.

Unlocking the Potential of Book Marketing

I get it, the book marketing journey can feel like a rollercoaster. Your mind’s probably swirling with thoughts like, “Is my marketing approach really going to make a dent?” 

But here’s the truth: every bestseller started as a story waiting to be heard. 

With the techniques you’ve just explored, you’re armed and ready. 

And you don’t have to tackle everything all at once — just start with one of these techniques, see what you can do, and have fun with it!

As you see what book marketing techniques work and which ones fall flat, you’ll start to find your path.

So get out there and get to know your audience — they’re waiting to meet you!