How to Launch a Book

This post is part of our book marketing mastery series.

Define Your Goals

Before anything else, think about what you want to accomplish with your book launch. Are you aiming for sales? Trying to position yourself as an expert in your field? Maybe you’re hoping to reach as many readers as possible or use the book as a stepping stone to other opportunities. Setting clear goals will guide every decision you make throughout the process. Write them down and refer to them often—they’re your roadmap.

Pick the Right Launch Date

Timing is everything. Look at your calendar and think about what’s happening in your niche, in the publishing world, or even just seasonally. Certain genres perform better at specific times of the year. A romance novel might shine around Valentine’s Day, while a cozy mystery could do well in autumn. Avoid competing with major events or holidays unless you can tie them to your book.

Build an Online Presence

If you don’t already have an author website, now’s the time to create one. This is your central hub for everything related to your book. Include a page dedicated to your new release with all the essential details: cover art, a short description, links to buy, and maybe even a sample chapter. Don’t forget to optimize it for search engines using keywords related to your book’s genre and themes.

Start building your email list early. Offer something valuable, like a free chapter or exclusive insights, to get people to subscribe. Email is one of the most direct ways to keep your audience engaged and excited.

Plan Your Pre-Launch Campaign

The weeks leading up to your launch are just as important as the big day itself. Use this time to tease your audience with snippets from your book, behind-the-scenes looks at your writing process, or even early reviews. Run giveaways or contests where winners get a free copy of your book. The goal is to build excitement so that people are ready to buy the moment your book is available.

How to Market a Self-Published Book

Marketing can feel overwhelming, but it doesn’t have to be complicated. Start with your audience: who are they, and where do they spend their time online? If your readers are active on social media, pick one or two platforms and focus your efforts there. Instagram is great for visual storytelling, TikTok has a booming #BookTok community, and Twitter allows for direct engagement with fans and influencers.

Reviews are key to marketing. Reach out to bloggers, podcasters, and influencers in your niche. Send them a review copy along with a press kit that includes everything they might need: your book cover, author bio, and a summary of why your book matters. A good review from the right person can introduce your book to a whole new audience.

Paid advertising can also be a game-changer if you have the budget. Platforms like Facebook and Amazon let you target readers based on demographics, interests, and buying habits. Start small, test your campaigns, and scale up what works.

Plan a Launch Event

Whether virtual or in-person, a launch event is a fantastic way to celebrate your book and engage with readers. Think about what makes the most sense for your audience. A local bookstore signing might be perfect if your readers are in your area, while a virtual event can reach people worldwide. Use this opportunity to talk about your book, answer questions, and connect directly with your audience.

Keep the Momentum Going

The launch is just the beginning. After the initial buzz dies down, keep promoting your book. Share new reviews, post updates on social media, and look for opportunities to appear on blogs, podcasts, or panels. A book’s success often comes from sustained effort, not just a one-time push.

Finally, don’t forget to celebrate your hard work. Publishing a book is a massive achievement, and launching it is no small feat. Take a moment to appreciate what you’ve accomplished before diving into your next project.