How to Promote a Book

This post is part of our book marketing mastery series.

So, you’ve written a book—congratulations! That’s no small feat. But as you’ve probably figured out, writing the book is only half the battle. The other half? Getting it in front of the people who need to read it. Whether you’re self-published, traditionally published, or somewhere in between, promoting your book is critical if you want it to succeed. Let’s break down some practical, approachable ways to do just that.

Understanding Your Audience

First, let’s talk about who your book is for. One of the biggest mistakes authors make is trying to appeal to everyone. You might think your book has universal appeal, but let’s face it—no book does. Focus on finding your exact audience. Is your book a cozy mystery for fans of amateur sleuths? A romance novel set in a small town? A hard-hitting nonfiction deep dive? Identifying your niche helps you zero in on where your readers are and how to reach them.

If you’re not sure who your audience is, take a look at similar books. Where do they sell? What kinds of readers are leaving reviews? Study that landscape to get a clearer picture of your target market.

Build Your Author Platform

Now that you know who your audience is, you need a way to connect with them. This is where your author platform comes in. Your platform is a combination of your online presence, like your website, social media, and email list. If you don’t have these things set up, don’t panic—it’s never too late to start.

A simple author website with a clean design, a bio, and links to your book is a must. You don’t need to spend a fortune. Just make sure it’s professional and easy to navigate. From there, choose one or two social media platforms where your readers are most likely to hang out. Instagram is great for visually appealing genres like romance or YA. Twitter (or X) might be better for science fiction or political nonfiction. The key is consistency—post regularly and engage with your audience.

How to Market a Self-Published Book

Self-published authors face unique challenges, but they also have unparalleled control over their marketing. If you’re self-published, here are some strategies to prioritize:

• Amazon Advertising: Amazon’s ad platform is a powerful tool for targeting readers by genre, keywords, and even competing titles. Start small and refine your campaigns as you go.
• Book Giveaways: Hosting a giveaway on Goodreads or your social media can create buzz and increase visibility. Even if not everyone buys the book, they’ll know it exists—and that’s a win.
• Email Newsletters: Build an email list of readers who want to hear from you. Offer exclusive content, like a free short story or behind-the-scenes insights, to encourage signups.
• Price Promotions: Running limited-time discounts on your ebook can spike sales and attract bargain hunters. Pair it with ad campaigns for maximum effect.

Collaborate with Influencers and Communities

Book bloggers, Bookstagrammers, and BookTok creators are fantastic allies for book promotion. Reach out to influencers in your genre and offer them a free copy of your book in exchange for an honest review or feature. Be professional and personalize your pitch—no one likes a generic mass email.

You can also connect directly with readers by participating in book clubs. Some authors even provide discussion questions or join the clubs for Q&A sessions. This kind of personal engagement builds loyalty and word-of-mouth buzz.

Leverage Reviews and Social Proof

Reviews matter—a lot. Whether it’s on Amazon, Goodreads, or your website, glowing reviews can sway undecided readers. Encourage early readers to leave reviews, but never pay for fake ones. Authenticity is key.

Don’t forget to highlight positive feedback in your marketing. A compelling review snippet can make an excellent lead-in for a social media post or Amazon book description.

Experiment and Stay Flexible

Not every marketing tactic will work for every book, and that’s okay. Some authors find success with TikTok videos that go viral. Others prefer the stability of a newsletter or the immediacy of local bookstore events. Try a variety of strategies, measure what works, and adjust as needed.

The most important thing is to stay consistent. Book marketing isn’t a one-and-done effort—it’s an ongoing process. But with persistence and a willingness to learn, you can find the right approach for your book and your audience.