Book Marketing Plan

This post is part of our book marketing mastery series.

So, you've written a book. First off, congratulations! That’s a huge accomplishment, and you should be proud. But now comes the next step—getting that book into the hands of readers. That’s where a solid book marketing plan comes in. Whether you’re a self-published author or working with a small press, having a plan is key to cutting through the noise and reaching your audience.

What is a Book Marketing Plan?

A book marketing plan is essentially your roadmap. It’s your strategy for promoting your book and driving sales. A good plan outlines who your target readers are, how to reach them, and what tools or platforms you’ll use to get your book in front of them. Think of it as a campaign—a focused effort to make sure your book finds its audience.

Here’s the thing: without a plan, you’re leaving your book’s success to chance. And in a world where thousands of books are published every day, that’s not a gamble you want to take.

How to Market a Self-Published Book

Let’s talk specifically about marketing a self-published book. As a self-published author, you’re not just the writer—you’re also the marketing team. That can feel overwhelming, but the good news is, you’re in complete control. Here’s how to tackle it step by step:

1. Define Your Audience

Not everyone is going to read your book, and that’s okay. The goal is to figure out who is most likely to love it. Think about the genre, themes, and style of your book. What type of reader is it for? Once you know your audience, you can focus your efforts on reaching them where they already spend time—whether that’s on Instagram, book clubs, or niche forums.

2. Build Your Author Platform

An author platform is your online presence as a writer. It’s how readers connect with you and discover your work. Start with the basics: a clean, professional author website that includes your bio, book details, and a way for readers to sign up for your email list. Email marketing is incredibly effective, so start collecting those addresses early.

3. Leverage Social Media

You don’t have to be everywhere—pick one platform where your audience hangs out and focus on that. For example, if you write young adult novels, TikTok might be your best bet. If you’re writing nonfiction, LinkedIn could be more effective. Post regularly, engage with followers, and don’t be afraid to show your personality. Readers love connecting with authors on a personal level.

4. Collect Reviews

Reviews are gold for any book. Reach out to bloggers, influencers, or fans of your genre and offer them a free copy in exchange for an honest review. Make it easy for them by including links to Amazon, Goodreads, or wherever your book is listed. Having positive reviews at launch can give your book a huge credibility boost.

5. Experiment with Advertising

If you’ve got a budget, consider running ads on platforms like Facebook, Instagram, or Amazon. Start small and test different headlines, images, and calls to action. Advertising can also provide valuable data about what resonates with your audience, which you can use to refine your marketing strategy.

6. Host a Book Launch

Whether it’s an in-person event at a local bookstore or a virtual party on social media, a book launch is your chance to generate buzz. Encourage attendees to share the event on social media and leave reviews after they’ve read your book.

Budgeting for Your Marketing Plan

Let’s talk about money. Marketing doesn’t have to cost a fortune, but it’s important to know what you’re working with. Start by listing all potential expenses, like website hosting, advertising, and promotional materials. Then, prioritize. If your budget is tight, focus on high-impact, low-cost strategies like engaging on social media or pitching guest blog posts.

Tracking and Adapting Your Plan

Once your plan is in motion, track your results. Which strategies are driving the most sales? Are your ads getting clicks? Adjust your plan as needed to focus on what’s working. Marketing is an ongoing process, and flexibility is key.

Final Thoughts

Creating a book marketing plan might feel daunting at first, but breaking it down into manageable steps makes it doable—and even fun. The key is to start early, stay consistent, and remember that every little effort adds up over time. Your book deserves to be read, and with the right plan, it will find its audience.