You’ve poured your heart into this book. The manuscript is polished, the cover is stunning, and your publishing date is on the horizon. But before you celebrate, there’s one critical piece left: figuring out book marketing for self published authors—so that readers actually find (and buy) your book.
With millions of books hitting the market each year, how do you cut through the noise and get yours in front of the readers who will love it?
The truth is, publishing isn’t the finish line—it’s just the beginning. Successful indie authors don’t just write books; they market them. And the good news? You don’t need a huge budget or a traditional publisher to make an impact.
This guide will walk you through exactly how to build buzz before launch, maximize your book sales, and keep readers coming back for more. Let’s dive in.
Why a Book Marketing Plan Matters for Self Published Authors
A lot of self-published authors assume that once their book is live, readers will just find it. But here’s the reality—without a marketing plan, even the best books struggle to gain traction.
I’ve seen it time and again: indie authors pour everything into writing their book but don’t think about what comes next. And what happens? Crickets. No sales. No buzz. Just an Amazon page collecting digital dust.
But it doesn’t have to be that way. The authors who cut through the noise and get their books in front of the right readers all have one thing in common—a focused, intentional marketing strategy.
Common strategies that have helped indie authors find success include:
- Optimizing their Amazon page with better keywords and compelling book descriptions
- Using TikTok and Instagram to engage readers and create buzz before launch
- Running strategic book giveaways to increase visibility and reviews
- Reaching out to book bloggers and reviewers to build credibility and get their book in front of more people.
For many authors, the difference between stagnant book sales and a thriving reader base comes down to consistent, intentional marketing.
Takeaway: Marketing isn’t just about selling books—it’s about building an engaged audience that will support this book and the ones that come after it.
A Step-by-Step Guide on How to Market a Self Published Book
Now that we’ve covered why book marketing matters, let’s break down exactly how to create a plan that works. Whether you’re preparing for launch or trying to boost an already-published book, these steps will help you gain visibility, grow your audience, and increase sales.
Step 1: Build Your Author Platform
Your author platform is your foundation—it’s how readers discover you, follow your journey, and most importantly, buy your books.
Must-Haves for a Strong Author Platform
A Website – Your digital home, featuring your bio, book information, and an email sign-up.
An Email List – The most powerful tool for long-term book sales.
Social Media Presence – A way to connect with readers and market your books.
SEO Tip: If your book is about book marketing, sure—use keywords like “how to market a self published book” and “best book marketing strategies for indie authors.” But if you’re writing about medieval sword fighting, cozy murder mysteries, or a billionaire’s forbidden love affair with his assistant, you’ll want to find the right keywords for your genre. The goal? Make it easy for your ideal readers to find your book when they search online.
Step 2: Social Media Marketing for Authors
You don’t need to be on every platform—but you do need to be where your readers are.
Best Social Media Platforms for Indie Authors
TikTok (BookTok) – Great for YA, romance, and fantasy authors looking to connect with engaged book lovers.
Instagram (Bookstagram) – Ideal for showcasing books in a visually appealing way.
Facebook Groups – A strong tool for connecting with niche reading communities.
Goodreads – Essential for getting early reviews and improving book visibility.
Instead of constantly posting “Buy my book!” messages, focus on engaging your audience with book-related content, behind-the-scenes insights, and interactive posts.
Step 3: Get More Book Reviews Without Feeling Pushy
Reviews are one of the biggest drivers of book sales. The more you have, the more credibility and visibility your book will gain.
How to Get More Reviews
- Include a review request in your book, either at the end of the ebook or paperback.
- Offer free review copies to Bookstagrammers and BookTok influencers.
- Run a Goodreads giveaway to gain exposure and reader engagement.
- Email your list and ask for reviews—many readers just need a reminder.
Make reviewing as easy as possible for readers. Instead of just saying, “Leave a review if you liked it,” provide a direct link to where they can leave feedback.
Avoid These Five Book Marketing Mistakes That Could Cost You Sales
Marketing isn’t just about what you do—it’s also about what you avoid. Here are five common mistakes indie authors make (and how to fix them).
❌ Mistake #1: “If I Publish It, They Will Come”
Fix It: Start marketing before you publish. Build buzz on social media, collect email subscribers early, and engage with potential readers ahead of launch.
❌ Mistake #2: Ignoring Your Author Platform
Fix It: Social media is great for visibility, but you don’t own those platforms—your email list and website are the only channels you fully control. Algorithms change, accounts get restricted, but an engaged email list and a solid website give you direct access to your readers—no middleman required.
❌ Mistake #3: Skipping Reviews
Fix It: Set up a review strategy that includes outreach to bloggers, giveaways, and email requests. The first 10-20 reviews are the hardest but the most important.
❌ Mistake #4: Being on Too Many Social Platforms
Fix It: Pick one or two platforms where your audience is most active and focus on mastering those before expanding. You don’t want to burn yourself out.
❌ Mistake #5: Thinking Marketing Ends After Launch
Fix It: Keep marketing year-round. Run limited-time promotions, refresh your book’s metadata, and stay engaged with your audience to keep sales steady.
Takeaway: Marketing is an ongoing process, not a one-time event. The more consistent you are, the more sales you’ll see over time.
Final Thoughts: Ready to Market Your Book Like a Pro?
Book marketing for self published authors doesn’t have to feel overwhelming. Start with one or two strategies, test what works, and build from there.
That’s exactly why I teamed up with my colleague, Angelic Veasman at Lady PowerHouse Solutions, to create Launch Your Book Yourself—a supportive resource built around book marketing for self published authors who want to take their book from manuscript to successful launch without the stress of figuring it all out alone.
What’s Your Next Step?
Grab the free book marketing checklist from LYBY to start planning your launch with confidence.
Need hands-on support to launch your book the right way? Explore our done-for-you book launch packages at LaunchYourBook.biz.
At LYBY, we provide everything from custom marketing plans and press kits to full launch strategies—so you can focus on your writing while we handle the promotion. Want to chat with us about your options? You can book a free consultation right here.
Let’s make sure your book gets the audience it deserves.
Whether you’re launching your debut memoir or promoting your latest romance novel, your book deserves to be seen. At Launch Your Book Yourself, we support indie authors across the U.S.—including from our roots in Brooksville, FL—with soulful strategy, marketing guidance, and done-for-you launch services that help you get your self-published book into the hands of more readers. Wherever you’re writing from, we’re here to make sure your message doesn’t just stay on the page—it reaches the people who need it most.
