How to Market a Book: a Step-by-Step Guide

Once you have written and published your book, it might feel like the hard work is behind you. Unfortunately, the work has just begun, and this applies to both traditionally and independently published works. Writing a book is a feat, but now you need to get that book into the hands of readers, which can be even more challenging. Whether you are a new author or an experienced one, you will need to know how to market your book, and this step-by-step guide can help.

I know that marketing your book can be daunting but it becomes easier if you break it down into clear, actionable steps. I love ticking boxes, or marking things off my to-do list, so let’s get it done, together! If your book has not been written yet, I strongly suggest you start with my book writing guide, but if you have your book in hand and are ready to start marketing, you’re in the right place. There is also an extensive list of resources at the bottom of this article that will aid you in your marketing journey.

Step 1: Define Your Audience

The first thing you need to do is identify your reader. This is who you will be targeting – and don’t make the mistake of believing your book will appeal to ‘everyone’. You need to niche down, hard. If you have written a fantasy novel, for example, you should identify what subgenre your book falls into. Is it epic or urban? Does it contain magic, vampires, the quest… does it have strong themes of romance, could it perhaps be paranormal romance rather than fantasy?

Do your research and make sure that you hone in on the readership that will love your story. There is no point in getting your book into the hands of a thousand readers if five hundred of those will DNF it, and the rest will give it a low rating and poor reviews. Without a clear idea of who your book is for, you risk spending time and money on the wrong resources.

To help find your target market, ask yourself the following questions:

1. Who are your ideal readers? Think here of the demographics, preferences, and reading habits.
2. What do they love about books like yours? Consider themes, tropes, and comparable titles. If your book features vegan vampires and a love triangle, for example, you want to target Twilight fans. If you have a magic school for gifted witches – Potterheads are your people! Beta reader feedback is incredibly valuable here. Ask your beta or early readers to give you the titles of novels they feel your book is comparable to. Sometimes we are so busy trying to fit our book into a box of our choosing that we miss the obvious.
3. Where do they spend time online? This includes social media platforms, online communities, and forums. Research which social media platforms they spend the most time on and discover where they get their book recommendations. Once you know where your readers ‘gather’ – show up!

Now that you have identified your ideal reader’s ‘persona’ you can use this profile to guide the rest of your marketing efforts.

Step 2: Build Your Author Platform

Your author platform should be the foundation of your marketing strategy. It encompasses everything from your author website, to your newsletter, to your social media profiles.

Here is how to build and optimize your author platform:

Create an Author Website to Market Your Book

Your website is your online central hub or home base. It’s where readers can learn more about you, your books, and how to connect with you. In the fickle world of online platforms, your website is secured, and the one place you have full control. Update it regularly to avoid it becoming static. Make sure to include an author bio and information about your books (buy links are a must!). It is also recommended that you have a blog or news section for updates.

Start an Email List

A newsletter or email is one of the most effective ways to communicate directly with your readers. It is personal, direct, and perfect for sharing book updates, new release information, and special offers. Incentivize readers to join your mailing list by offering them exclusive content like bonus scenes or a free short story. I would recommend mailing software such as MailChimp, Substack, or Mailer Lite (I use Mailer Lite because I find it the most user-friendly), and always try to be consistent with your newsletter. I try to email my mailing list every Friday.

Leverage Social Media

Try to choose the social media platforms that best align with your audience. Facebook, Instagram, and Twitter are popular choices for authors, and TikTok is fantastic for reaching YA and romance readers. Engage with readers, post behind-the-scenes content, and share book news. There are so many platforms to choose from and likewise, so many ways to leverage social media. It’s why I dedicated an entire article to social media for authors.

Set Up Goodreads & Bookbub Profiles

Goodreads and Bookbub are especially effective for authors because these platforms are designed specifically for readers. Goodreads is like Facebook for readers, while Bookbub is primarily where readers flock for discounted book deals. In addition, both platforms allow you to run promotional campaigns and connect with genre enthusiasts, although you should be wary not to review books too harshly. As an author, I engage on Goodreads, yet I keep any negative book opinions to myself to avoid being trolled or getting caught up in drama and becoming collateral damage.

Step 3: Content Marketing for Your Book

Content marketing is a strategy that involves creating content such as videos, blogs, and social media posts specifically to appeal to your target audience. Unlike traditional advertising, it is not ‘salesy’ because it does not explicitly promote your brand, but instead, it simulates interest in you and your books. The aim of content marketing is to attract, engage, and retain your audience. For instance, in my Facebook reader group I don’t often post about my own books. Most of my posts are for entertainment purposes – to keep the members of the group engaged and to hold their attention. That way, when I do have book news, they are more likely to be around to see it.

Content marketing helps you to build a relationship with your audience. It allows your readers to get to know you better and forms an integral part of how to market your book.

Content Ideas to Market Your Book:

A) Blogging and Guest Posts

Blogs are a great way to write about topics relevant to your book’s genre, or your writing journey. If your book is historical fiction, you could blog about the time period, for example. If you write fantasy, you could delve into world-building, or orc names. Keep creating content, consistency is key. The article you are reading right now forms part of my blog – a passion project that aims to help new writers become successful authors.

B) Social Media Content

Develop a book marketing content calendar to keep your posting consistent. There are templates available online and on apps like Canva, but I prefer to design my own according to my needs. Share snippets of your writing process, quotes from your current project, and character teasers. Behind-the-scenes photos can also work well.

C) Multimedia Content

Video and audio are powerful tools, and you should leverage them as far as possible. Book trailers, live readings, and short videos about your books and your writing process add dynamism to your book marketing campaign. Consider starting a YouTube channel or Podcast if you are comfortable in front of the camera or, if that’s too ambitious, you can start with Instagram reels and TikTok videos.

Step 4: Paid Advertising to Increase Reach

No ‘How To Market a Book’ guide would be complete without mentioning paid ads. If you are willing to invest money into it, paid advertising can give your book sales a significant boost. I wouldn’t do it without thorough research beforehand, though, and I would start small and scale up as you test different options and learn what works for you. You must be prepared to test, test, and test some more. There are several online courses available to learn about paid ads (I would strongly suggest you complete a few before starting!), but these are the most popular paid ads platforms:

• Amazon Ads: Because Amazon is the largest marketplace for books, running ads there allows you to target readers based on categories, keywords, and even other authors they already follow.
• Facebook and Instagram Ads: Visual platforms like Facebook and Instagram allow you to reach highly specific audiences. You can target by interests, demographics, and even behavior (such as people who have shown interest in books similar to yours). I know several authors who have had great success with Facebook ads, especially in the urban fantasy genre.
• BookBub Promotions: Known for its effectiveness in the book world, BookBub allows you to reach a vast audience through features, ads, and deals. This platform is also popular for genre-specific campaigns. It is most effective for the first book in a series, as the buy-through increases your ROI exponentially.

Step 5: How to Market Your Book to Influencers and Reviewers

There is nothing quite as impactful as word-of-mouth marketing. I will read a book recommended by a friend or someone I trust long before one recommended by a stranger. But what if that stranger wasn’t a stranger? The beauty of social media is connection, and I trust the people that I follow online. Reputable influencers and reviewers can lend credibility to your campaign, boost visibility, and go a long way to market your book.

There are several ways to connect with influencers and reviewers in the book community:

Send ARCs (Advance Reader Copies):

I can speak from experience that this works. As an advanced reviewer for Penguin Random House, I take the role very seriously. I always make sure to hype the books I am sent. You could reach out to bloggers, bookstagrammers, and book reviewers to see if they would be interested in reading and reviewing your book. Be sure to choose reviewers whose tastes align with your book’s genre to maximize the possibility that they will market your book.

Utilize Reader Review Sites:

Sites like NetGalley connect authors with readers who review books in advance. Positive reviews will boost your book’s credibility on launch day and beyond.

Engage with Book Clubs and Reading Groups:

Book clubs and online reading groups are a direct line to readers passionate about discussing books. Many clubs look for new titles, so consider offering copies to a reading group or hosting a virtual author Q&A. Try to find a club that enjoys the same genre as your book.

Step 6: Host a Book Launch to Market Your Book

Your book launch is the perfect opportunity to make a fabulous and memorable first impression. A good launch will build excitement, encourage early reviews, and give your book that initial boost of visibility it needs to get off the ground.

Here are a few tips to make sure your launch is a success:

• Countdown and Teasers: In the weeks leading up to your launch, share teaser content—sneak peeks, cover reveals, and countdown posts. Build anticipation by inviting followers to participate in your journey.
• Host a Launch Event: A launch event can be physical or virtual. For example, it could be a reading, a Q&A session, or a discussion panel. Partner with a local bookstore or a popular virtual community in your genre for added exposure.
• Launch Week Promotions: Use limited-time offers, giveaways, and cross-promotions with other authors to drive sales during that first week. Discounted prices, exclusive content, or bonus materials for early buyers are great incentives.

Step 7: Build on the Momentum

Your book marketing endeavors should not end after the launch. Capitalize on the momentum you have created, and sustain your marketing efforts to keep your book visible and help it reach a broader audience over time. Try to carve out slices of time each day to dedicate solely to marketing.

Here are a few things you can focus on:

Regular Engagement on Social Media:

Keep connecting with your followers and sharing updates. Readers love to hear about ongoing author experiences, new projects, and even personal reflections on the writing journey.

Seasonal Promotions and Giveaways:

Plan promotions around special events, holidays, or book anniversaries. Flash sales and giveaways can reinvigorate interest and attract new readers.

Apply for Awards and Competitions:

Submitting your book for awards or industry recognition can lend it credibility and increase exposure. Even being shortlisted can boost its visibility and appeal.

Keep Building Your Email List:

Your email list remains a vital tool for long-term engagement. Send out updates on new projects, exclusive insights, or subscriber-only content to foster loyalty and interest.

Marketing a book is an ongoing process that evolves with your readership and the industry. You need to continuously stay ahead of the trend and be prepared to adapt your strategy to keep things current. By building a platform, connecting with readers, leveraging content, and investing in both free and paid promotions, you’ll maximize your book’s potential. Every book finds its readers in a unique way—your task is to create a path for them to discover, fall in love with, and share your work.

This guide serves as a foundational approach but marketing is an art as much as it is a science. Adapt your strategy as you grow, experiment with new methods, and most importantly, enjoy the process of connecting with readers who share your passion.

Resources to Help Market Your Book:

For a full list of resources, you can follow the marketing guides outlined below. Please keep in mind that this is an in-progress module and this list will be updated weekly, so please check back often!)

• Social Media for Authors
• How to build an author platform (and why its important)
• How to Create an Author Media Kit
• The Role of a Website in Book Marketing (Tips for creating an author website)
• The Importance of Author Bios in Book Marketing
• The Best Newsletter Software for Authors
• How to Use Facebook Groups for Book Promotion
• How to Use Instagram Reels for Book Marketing
• How to Use Instagram Stories for Book Marketing
• How to Use Patreon to Market Your Book
• How to Use TikTok to Promote Your Book
• Effective Use of Facebook Ads for Book Marketing
• How to Use Snapchat for Book Promotion
• Using Pinterest to Promote Your Book
• How to Market Your Book on Instagram
• How to Use YouTube for Book Promotion
• How to Use LinkedIn for Book Promotion
• Content Ideas 
• How to Create an Effective Author Newsletter
• Bookfunnell for Authors
• How to use Email Marketing to Sell Your Book
• How to Create an Effective Author Newsletter
• Bookfunnel for Authors
• The Importance of Book Signings
• The Role of Local Events in Book Marketing
• The Importance of a Book Launch Strategy
• The Role of Book Fairs in Marketing
• Using Book Clubs to Increase Book Sales
• How to Get Your Book into Bookstores
• How to Use Email Marketing to Sell Your Book
• The Role of Publicity Stunts in Marketing
• How to Use Book Swag for Promotion
• How to Create an Effective Book Marketing Plan
• The Benefits of Pre-Orders
• The Role of Book Publicists
• Canva for writers
• How to Use Book Giveaways to Boost Sales
• The Power of Book Trailers in Marketing (Tips for Creating a Book Trailer)
• The Benefits of Book Bundling
• How to Write an Effective Press Release
• The Role of Book Awards in Marketing
• Leveraging Goodreads for Book Marketing
• How to organize a virtual book tour
• The Power of a Press Kit
• How to Use QR Codes for Book Promotion (insert mine!)
• How to Use Book Pricing Strategies to Boost Sales
• How to Create a Street Team for Book Promotion
• The Importance of Reader Engagement
• How to Use Crowdsourcing for Book Marketing
• The Role of Reader Testimonials in Marketing