Book Marketing Plans In 12 Simple Steps For Success

You already know the deal: writing a book is hard. Marketing it can feel even harder—like you’re expected to suddenly become a social media expert, a graphic designer, and a sales rep all at once.

If you’re feeling stuck or overwhelmed, you’re not alone. I’ve been there. And the good news is you don’t need to do everything. You just need a plan you can actually follow.

Below is my 12-step book marketing plan—the kind I’d use if I were launching a new title from scratch. It’s simple, practical, and built around the stuff that tends to move the needle (not random “viral” hopes).

Step 1: Identify Your Target Readers

So… who are you actually writing for?

If you said “everyone,” I get it. But I’m going to gently push back—because “everyone” usually means “no one buys.” When I’ve marketed books that way, I noticed the same pattern: lots of likes, not many sales. It’s frustrating.

When you know your target readers, your book description, promo posts, and ad targeting start to make sense. You’re not guessing. You’re speaking directly to the people who already want what you wrote.

For instance, romance is huge in self-publishing. On Amazon, romance can account for roughly 40% of self-published titles. That doesn’t mean you should copy what everyone else is doing—it just means you should market to romance readers instead of trying to “convert” random audiences.

Here’s how I pinpoint ideal readers (without overthinking it):

• Scan your competition like a buyer: Pick 5–10 similar books. Read the top reviews (not just the star rating). What do readers praise? What do they complain about? What keywords keep showing up? Goodreads and Amazon are great for this.
• Track where those readers already show up: Are they on BookTok? Facebook groups? Reddit communities? Book clubs? Don’t pick platforms based on what you like—pick them based on where your people are already paying attention.
• Build a “reader profile” you can write to: Don’t just say “women 25–35.” Get specific: what do they read for fun? What tropes do they love? What’s a recent book they couldn’t put down? Give the persona a name if that helps you stay focused.

Once you’ve got that, the rest of your marketing plan gets way easier. You’ll know what to say, who to say it to, and where to show up.

Step 2: Create an Author Website and Social Media Profiles

If you don’t have an author website yet, you’re missing a simple credibility boost. Readers check. Agents check. Bloggers check. And honestly, if someone can’t find you in two minutes, they’ll move on.

Your site doesn’t need to be fancy. In my experience, the “winning” author websites do three things:

• Tell people who you are (genre, vibe, what you write)
• Show your books (clear buy/pre-order links)
• Make it easy to contact you (and easy to subscribe, if you’re building an email list)

Quick-start resource: if you’re figuring out the best setup, you can use this choosing the best website builder as an author guide to get moving faster.

For social media, I strongly recommend picking 2–3 platforms max. Not because you can’t do more—because you’ll burn out trying.

TikTok (especially BookTok), Instagram, Twitter/X, and Facebook groups are common choices, but match them to your genre and your reader habits. If your audience is mostly older and book-club focused, BookTok might not be the best first stop.

Actionable next steps I’d do for a new author:

• Pick a simple website platform like WordPress, Squarespace, or Wix.
• Add a professional author photo (clear face, good lighting, looks like you—just not a blurry selfie from 2019).
• Write a short bio that actually sells (what you write + why you’re credible + what readers can expect).
• Post consistently—even if it’s not daily. A few times a week is plenty if it’s quality.

When your online presence looks legit, you’ll feel it too. Readers trust you faster. And you’ll get fewer “where can I buy it?” messages.

Step 3: Set Up an Email Newsletter

I know it’s tempting to rely only on social media or Amazon. I get it—those platforms are where people discover books.

But here’s the thing: social platforms change. Algorithms change. Policies change. Your reach can vanish overnight.

An email list is different. It’s yours. It’s direct. And it’s usually where sales convert best.

In my experience, email subscribers are typically more engaged because they opted in. They didn’t just stumble across your cover—they chose to hear from you.

Here’s a simple email setup you can do without getting overwhelmed:

1. Choose an email provider: Mailchimp, ConvertKit, or MailerLite are common options for authors.
2. Create a reader magnet (freebie): This matters. Don’t give away something random. Examples that work well: a bonus short story, a deleted scene, a character profile pack, a “reading guide,” or a checklist tied to the book’s theme.
3. Send once or twice a month: Keep it useful or fun. Share writing updates, sneak peeks, behind-the-scenes moments, and launch news.

To make this real: Jenny Han’s “To All the Boys” series is a good example of newsletter-exclusive bonus content. That kind of “only subscribers get this” incentive makes people sign up and stay curious.

If you’re stuck on what to create for your freebie, you can grab ideas from these winter writing prompts and turn one prompt into a short story, scene, or themed bonus chapter.

Start building your list early—even if it’s slow at first. When launch time hits, you’ll be glad you did. Email is also great for requesting feedback, beta-reader opinions, and (yes) early reviews.

Step 4: Design Promotional Materials and Press Kits

Let me translate “press kit” into normal human language.

A press kit is basically your book’s quick-access folder. It’s what you send when someone asks: “Can you share your photo, cover image, and a description?” Instead of emailing five different files, you give them one link.

Here’s what I recommend including:

• A short author bio: 100–150 words is plenty. Make it friendly and specific.
• An author photo: High-quality, clear, and professional-looking.
• Your book cover images: Use at least one high-resolution version. (If you only have a tiny screenshot, reviewers will struggle.)
• Excerpts: A few paragraphs or a short sample. If you can share the first chapter, even better.
• Links: Your website, social profiles, and direct buy links (Amazon, Apple Books, Kobo, etc.).

One tool authors use a lot for this is Dropbox, because it’s simple: one folder link, everything inside.

What I noticed when I finally organized mine? People actually used it. It reduced back-and-forth, and I got fewer “can you send that again?” messages.

Step 5: Get Early Reviews and Endorsements

Reviews matter. Like, a lot.

Not because you need perfect 5-star ratings (you don’t). But because early reviews help your book feel real to new readers. They also help your listing look more trustworthy when someone is deciding what to read next.

So how do you get those early reviews without begging?

• Send ARCs (Advance Reader Copies): Choose reviewers who actually read your genre—bloggers, bookstagram accounts, BookTok creators, and readers on your list.
• Use review-friendly platforms and communities: NetGalley, BookSirens, and Goodreads groups can help you connect with people who are actively reviewing.
• Ask other authors for recommendations: Keep it short and professional. One good blurb from someone in your genre goes a long way.
• If you’re publishing without an agent, plan accordingly: You’ll need to do more of the outreach yourself, but it can still work really well for independent launches.

Even a small number of authentic reviews early on can create momentum. It signals to readers that others are already enjoying the book.

Step 6: Run Pre-Order Campaigns and Giveaways

Pre-orders are one of those marketing moves that can feel awkward at first. Why would anyone buy before the book is even out?

Here’s the answer: incentives.

When I’ve seen pre-orders perform well, it’s because the author offered a reason that felt worth it—something readers wanted even if they weren’t “impulse buying.”

Consider incentives like:

• Bonus chapters or deleted scenes (exclusive to pre-order buyers)
• Signed bookplates or personalized digital items
• Giveaway entries for book bundles, bookmarks, or merch

Amazon KDP is a common choice because Amazon is still a major player for eBooks. Since Amazon accounts for over 80% of eBook sales, you’re usually reaching a large share of your potential readers there.

Still—don’t ignore other stores. If you’re targeting a specific audience that loves Kobo or Apple Books, include those options too.

Step 7: Promote Your Book on Launch Day

Launch day is exciting. And it’s also busy.

Your goal isn’t just to post once and hope. It’s to create a steady burst of visibility while people are actively searching for new releases.

Here’s a launch-day checklist that’s realistic:

• Email your newsletter subscribers immediately: Thank them, tell them what to expect, and include a special bonus if you offered one for early supporters.
• Post a genuine announcement on social: Use strong visuals (cover image + a short message). If you’re comfortable, do a quick video or even a short live.
• Ask early readers and reviewers to share: A simple “If you enjoyed it, would you mind posting your review?” can help a lot.
• Consider a small paid ad push: Even a short campaign on Facebook Ads, Amazon ads, or promotional sites like BookBub can help you reach readers who aren’t already following you.

What I’ve learned: your energy matters. If you’re excited and grateful, readers are more likely to share your post instead of scrolling past it.

Step 8: Organize Book Events Online and Offline

Events are underrated. They give you something social media can’t: real conversation.

They also help first-time authors build credibility fast. People don’t just “like” you—they meet you.

Online event ideas that are usually easy to run:

• Facebook Live Q&A
• Instagram story Q&A or live sessions
• Zoom author chats with a clear theme (plot discussion, character deep dives, writing process)

Offline, try reaching out to:

• Local libraries
• Bookstores
• Literary festivals and community events

Keep events personal. Answer reader questions. Share funny writing stories. Talk about what inspired the plot—like where you got your best horror ideas or why a romance trope means something to you.

That’s what makes people remember you (and then buy later).

Step 9: Advertise on Platforms Like Google, Facebook, Amazon and BookBub

Organic reach is great, but ads can help when your book is competing in a crowded marketplace.

In my experience, paid ads work best when you treat them like testing, not like a magic switch.

Here’s how the platforms usually differ:

• Amazon ads: Great for reaching people already browsing for books in your category.
• Facebook/Instagram ads: Strong for targeting by interests, demographics, and behaviors. If your audience is “bookish but not necessarily Amazon-searching,” this can help.
• Google ads: Useful when people are actively searching for specific topics, genres, or similar titles.
• BookBub ads: Popular because BookBub readers are often actively looking for recommendations and deals.

You can start small. I’ve seen campaigns start with something like $5–$10 per day, then adjust based on what you’re seeing (clicks, conversion, and cost per sale). Scale only when you’ve got numbers you can trust.

Step 10: Maintain Interest Through Blogging and Content Creation

Launch is only one moment. Content is what keeps your book discoverable when the initial hype fades.

You don’t need to blog every day. If you can manage weekly or bi-weekly posts, you’re doing great—as long as they’re actually worth reading.

Good blog topics depend on your readers, but some reliable options include:

• Behind-the-scenes writing process (how you planned the story, drafted scenes, revised)
• Resources your audience would save (free writing prompts, character inspiration lists, reading guides)
• Practical posts tied to your genre (for example, for horror: “how I build suspense,” “plot ideas that keep the tension rising”)
• Updates on milestones (cover reveal, release date, audiobook progress, etc.)

Also, search engines do reward consistency. If you keep publishing relevant content, you’ll often start ranking for keywords you didn’t even think you’d target. That can bring in readers long after launch.

Step 11: Connect with Other Authors and Readers

Here’s the part people don’t talk about enough: marketing isn’t just promotion. It’s relationships.

When you connect with other authors and readers, you’re not “networking for the sake of it.” You’re building trust—one conversation at a time.

What I recommend doing consistently:

• Comment thoughtfully on posts from authors in your genre (don’t spam. Actually add something.)
• Share other people’s work occasionally—especially when it genuinely fits your audience.
• Join online writing groups (forums, Discord servers, Facebook groups, genre communities).
• Talk to readers like humans—reply to comments, ask questions, and engage in fan discussions.

Apps like Instagram and TikTok still offer great opportunities for author-reader dialogue, and BookTok communities are especially active for genre discovery.

Step 12: Review and Update Your Marketing Plan Regularly

Marketing isn’t “set it and forget it.” If you do that, you’ll miss what’s changing.

What worked a year ago might stop working. New competitors appear. Trends shift. Your audience might move platforms. It happens.

I like to do a check-in every three months. During that time, I look at:

• Sales and download trends
• Website traffic (what pages people land on)
• Email open rates and click-through rates
• Social engagement (and which posts actually drive clicks)

Then I adjust. Double down on what works. Drop what doesn’t. Simple.

Also, keep an eye on format trends. Audiobooks, for example, have been growing steadily—so it’s worth considering if your audience prefers audio. Not every book needs audio, but it can be a smart expansion.

FAQs