Book Marketing Checklist

This post is part of our book marketing mastery series.

Alright, let’s get into it—marketing your book. Whether you’re self-published or just taking the reins on your own promotional efforts, marketing is critical. If your book’s going to find the readers who need it most, you’ve got to get it in front of them. So, let’s break it down.

1. Build Your Author Platform

This starts with your home base: your author website. Your site should focus on you, not just one book. Include these essentials:

• Email list sign-up forms. Pop-ups work, but also add one to the homepage.
• An author bio with something memorable about your journey.
• Book pages with covers, reviews, and links to purchase.
• Optional but great: a blog with updates or behind-the-scenes content.

Social media is part of this too. Pick one or two platforms and make them work. Consistency matters—your profile photo, bio, and tone should align everywhere. You don’t need to be everywhere. Choose platforms where your audience hangs out.

2. Plan Your Pre-Launch Activities

A successful launch starts months in advance. Here’s what to do before your book hits the shelves:

• Set a launch price—$0.99 is common for self-published authors. It encourages sales and helps with promotions like BookBub.
• Line up paid promotions. BookBub is the gold standard, but there are others. Apply early because lead times can be long.
• Create a launch team. This is your core group of 30–50 people—friends, family, superfans—who will leave reviews and help spread the word.
• Start building relationships with influencers. Reach out early to bloggers, podcasters, and others with an audience that overlaps with yours. Send them advance copies.
• Set up Amazon ads if you can. They’re effective, though you might lose money at first. The exposure is worth it.

3. Launch Day Checklist

Launch day is the big moment. By now, most of your prep work is done. Your job today is to execute the plan:

• Email your launch team to remind them to leave reviews. Have that email pre-written.
• Ask your core team to post about the book on social media. LinkedIn, Facebook, Instagram—it all helps.
• Follow up with influencers and media contacts. Did they publish that blog post? Did your podcast interview go live? Check in.
• Post about your book on your own social media. Include rave reviews or snippets to entice potential readers.
• If you have an email list, send out a launch announcement. Keep it upbeat and make sure there’s a clear call to action.

4. Post-Launch Strategy

After launch week, your book is out there, but the work isn’t over. You’re building momentum:

• Keep your social media alive. Share reviews, behind-the-scenes content, and news about your book.
• Pitch your book to local bookstores. If they stock it, send local readers their way to buy it.
• Apply for book awards. Winning or even being nominated adds credibility.
• Consider live events or virtual book tours. These are great for connecting with readers and boosting visibility.
• Keep running Amazon ads if they’re working. Experiment with keywords and adjust your budget.

5. How to Market a Self-Published Book

Self-published authors face unique challenges, but there are plenty of strategies that work:

• Lean into Amazon: Optimize your Amazon Author Page. Use the “Look Inside” feature to give readers a taste of your book. Your Amazon page should sell your book, not just describe it.
• Tap into email marketing: Build an email list before you launch and use it to keep readers engaged. Offer free content—like a short story or bonus chapter—as an incentive to sign up.
• Get reviews: Reviews drive sales. Start with your inner circle, but also approach book bloggers and influencers. Goodreads giveaways can also help.
• Leverage social proof: Share testimonials, review snippets, and awards on social media and your website. Readers trust what others are saying.
• Experiment with ads: Try Amazon ads first, but also consider Facebook or Instagram if your audience is active there.

Self-publishing means you’re the writer, editor, and marketer. It’s a lot, but the reward is creative and financial control. Stick with the basics, experiment with new tactics, and keep promoting your book long after the launch.

That’s it for today. Marketing is a marathon, not a sprint. The more consistent you are, the better your results will be. Now, get out there and sell some books!