Book Marketing Plans In 12 Simple Steps For Success

You know what they say—writing a book is tough, but marketing it can feel even tougher. If you’re feeling stuck or overwhelmed by the idea of marketing your book, you’re definitely not alone.

But here’s some good news: if you stick around, we’ll break down a simple 12-step plan that’ll help you get your book noticed without having to become a full-time marketing guru.

Ready to find out how? Let’s jump right in.

Step 1: Identify Your Target Readers

So, who exactly are you writing your book for? If you answered “everyone,” sorry friend—we need to get more specific than that.

Knowing your target readers helps you craft messages and promotions they’ll actually care about and respond to. Plus, it stops you from wasting marketing dollars on uninterested audiences.

For example, romance novels make up about 40% of self-published books on Amazon, so if you’re adding another love story to the mix, you’ll want to focus your marketing efforts specifically on readers who gobble up romance.

Here’s how to pinpoint exactly who your ideal readers are:

• Check out your competition: Look at similar titles and see who reads them, what they like, the reviews they leave, and the issues they mention. Goodreads and Amazon are perfect for this kind of snooping.
• Find out where they hang out online: Are your readers into BookTok, Facebook groups, subreddits, or book clubs? Target your marketing to those specific platforms rather than spreading yourself too thin.
• Create reader personas: Sketch out specific readers—imaginary fans with names, interests, hobbies, favorite books—to help you figure out what they care about most.

By clearly pinpointing your ideal reader, your marketing becomes easier, more targeted, and more effective.

Step 2: Create an Author Website and Social Media Profiles

If you haven’t already, it’s time to claim your tiny corner of the internet with a legit author website and matching social media pages. Trust me, readers (and even potential publishers) will Google you, and you want your own site to pop up, not some ancient MySpace page.

Your website doesn’t have to be complicated—just make sure it clearly communicates who you are, what books you’ve written, and where visitors can buy or pre-order them.

If you’re new to website-building, check out this comprehensive guide on choosing the best website builder as an author to get started quickly.

As for social media, pick two or three networks you genuinely enjoy (and where your audience hangs out) instead of trying to juggle every platform.

TikTok (with BookTok’s phenomenal track record in boosting book sales), Instagram, Twitter, or Facebook groups are popular picks, but match them to your genre and your reader demographics.

Actionable next steps:

• Design a simple site on easy platforms like WordPress, Squarespace, or Wix.
• Include a professional author bio, quality author photo, and clearly visible pre-order/purchase buttons.
• Post regularly (a few times a week is ideal) about writing updates, behind-the-scenes, and interesting tidbits, so readers feel connected.

A polished online presence makes you look professional, approachable, and official—even if you’re a fresh-faced newbie author.

Step 3: Set Up an Email Newsletter

It’s always tempting to rely solely on platforms like Instagram or Amazon to communicate with readers, but the best long-term play is having your own email list.

If Instagram changes its algorithm, or if Amazon suddenly decides your category’s visibility needs updating, your direct newsletter is the one place where YOU have full control.

Seriously, email subscribers typically have higher engagement and conversion rates—they really buy books.

Here’s a super-quick email marketing setup guide:

1. Choose an email provider: Services like Mailchimp, ConvertKit, or MailerLite are popular for author-friendly designs and pricing.
2. Give a freebie or reader magnet: Offer a free short story, bonus chapter, checklist, character sketches—something small and enticing for readers who subscribe.
3. Email once or twice a month: Send newsletter subscribers useful or entertaining content, updates on your writing journey, sneak peeks, and new book announcements.

For example, Jenny Han, author of the “To All the Boys” series, offered bonus short stories about her popular characters as newsletter exclusives—making her readers eager to sign up.

If you’re feeling stuck on how to create great content to attract readers, try these creative prompts from the winter writing prompts collection—you might even whip up something irresistible as your first reader gift.

Building your subscriber base early will pay off big-time when launching new books, running special promotions, and even asking followers for early feedback or reviews.

Step 4: Design Promotional Materials and Press Kits

What’s a press kit, you might wonder? Think of it like your book’s digital business card—basically, a neat package of materials for bloggers, reviewers, bookstores, or anyone you hope will care about what you’re releasing.

Your promotional materials should include:

• A brief author bio (keep it casual—like introducing yourself at a book club meetup).
• A professional-looking author photo—not your latest selfie, but something clear and approachable.
• High-resolution images of your book cover (make sure you use reader-friendly fonts to create attractive covers).
• Snippets or excerpts of your best passages, or maybe even the first chapter as a sneak peek.
• Any relevant links—website, social media handles, and especially where folks can buy your book online.

A popular service authors use for press kits is Dropbox, which makes it easy for anyone to download materials all in one spot.

Step 5: Get Early Reviews and Endorsements

First impressions matter, my friend. Reviews can seriously make or break your book sales, especially during that crucial launch period.

Studies show readers are much more likely to trust books with positive reviews, especially if they’re unsure about an unfamiliar author.

So here’s how you can snag those valuable early reviews:

• Send Advance Reader Copies (ARCs) to trusted reviewers, bloggers, book influencers, or your existing followers.
• Join groups like NetGalley, BookSirens, or Goodreads’s authors’ groups to connect with enthusiastic readers keen on reviewing new material.
• Reach out personally to other authors in your genre for a short blurb or recommendation.
• If you publish without an agent, learn more about how to publish without an agent so you can maximize your independent launch.

Having even a handful of authentic early reviews builds trust, creates excitement, and gives your book real credibility.

Step 6: Run Pre-Order Campaigns and Giveaways

Launching pre-order campaigns helps drive sales even before your book officially hits online shelves.

But why would anyone want to buy before the book is out? Well, that’s where creative bonuses and giveaways come in handy.

Set up appealing incentives like:

• Exclusive bonus chapters or deleted scenes.
• Signed bookplates or personalized digital items.
• Giveaway entries for book bundles or goodies like bookmarks and merchandise.

Platforms like Amazon KDP are excellent choices since Amazon dominates over 80% of eBook sales—so that’s exactly where your ideal readers hang out.

Step 7: Promote Your Book on Launch Day

The big day arrives—your book is finally live! Time to hustle, celebrate, and spread the word far and wide.

Your launch-day to-do list might look like this:

• Email your newsletter subscribers right away (give them something special—like an extra bonus for your early supporters).
• Post a fun, genuine announcement on social media—use attractive images, trending hashtags, and maybe even go live for some extra visibility.
• Ask friends, followers, and your early reviewers to share about the release on their own pages.
• Consider running paid ads for a short time right as you launch (Facebook Ads, Amazon ads, or even promotional sites like BookBub).

Be visible, enthusiastic, and appreciative—your vibe will make readers want to share your celebrations.

Step 8: Organize Book Events Online and Offline

Events create buzz, engage readers, and sell books directly, especially for first-time authors eager to build a following.

Host virtual events like Facebook Lives, Instagram Q&As, or Zoom author chats—they’re easy, affordable, and reach people anywhere.

Offline, approach local libraries, bookstores, or literary festivals to see if they host author readings and signing sessions.

Keep your events fun and personal—answer reader questions, share entertaining stories about your writing, or even discuss your writing inspirations, such as fun plot ideas for horror stories.

Step 9: Advertise on Platforms Like Google, Facebook, Amazon and BookBub

Organic reach is great—but these days, paid advertising can give you that extra visibility boost you need in crowded marketplaces.

Amazon ads target committed book buyers directly on Amazon, while Facebook or Instagram ads exceptionally target fans by interests and demographics.

You can start ads small—even just $5-10 per day—and adjust based on results, scaling as you see success.

BookBub ads are a favorite among authors since their subscribers are dedicated readers always looking for recommendations—perfect matches for introducing your latest release.

Step 10: Maintain Interest Through Blogging and Content Creation

Regularly posting fresh content keeps readers engaged and encourages repeat visits.

Create blog posts about topics relevant to your readers, offer behind-the-scenes looks at your writing process, or provide valuable resources like free writing prompts or tips for becoming a beta reader.

You don’t need to blog daily—weekly or bi-weekly content works great as long as it’s consistent and interesting.

Search engines will reward your continued effort with ranking better for key search terms, driving more curious readers right to your doorstep.

Step 11: Connect with Other Authors and Readers

Building genuine relationships within your writing community is incredibly rewarding, personally and professionally.

Comment authentically on other authors’ posts, share their content occasionally, and join online writing groups or forums.

Connecting with readers directly through conversations, comments, or fan discussions humanizes you and leads to long-term loyalty.

Social apps like Instagram and TikTok currently offer great opportunities for author-reader dialogues, particularly with popular communities like BookTok.

Step 12: Review and Update Your Marketing Plan Regularly

Marketing strategies evolve—what worked a year ago might lose effectiveness.

Regular check-ins help you determine what’s working best so you can double-down on successful strategies and pivot away from what isn’t.

Every three months or so, assess your results (sales figures, website traffic, email open rates, social media engagement) and update accordingly.

Keep an eye on emerging trends—for instance, audiobooks have recently experienced double-digit annual growth, making audio an excellent format to explore moving forward.

FAQs