Promoting a self-published book can feel overwhelming, but with the right strategies, you can get your book into the hands of eager readers. Whether you’re a first-time author or an experienced indie publisher, this blog walks you through how to promote a self-published book with tactics that actually work.
10 Proven Ways to Promote a Self-Published Book
Having a book published is an amazing milestone in your life but achieving that as a self-published author will put you through a rollercoaster ride. It is insightful to equip yourself to promote a self-published book with an appropriate self-publishing marketing strategy. This marketing strategy is good for beginner and advanced authors alike.
With this well-crafted guide, you will most certainly accomplish the targets and milestones you have set for your self-published book by implementing the ten marketing strategies I have devised that incorporate both paid and unpaid tactics to boost your sales.
1. Build a Strategic Plan
Static marketing tactics will not work if you do not draft a strong book promotional plan. The roadmap needs to be formulated before putting in the effort.
This plan should define your objectives (listing the tools you need), how much you are looking to spend, and finally your project timeline.
What to include:
- Who is your ideal reader?
- What platforms are they using?
- What is your monthly budget for promotion?
- What are your key promotional dates (pre-launch, launch, post-launch)?
Staying focused and evaluating the results becomes easier with the help of a roadmap. A roadmap is also the building block for self-published book marketing.
2. List on Top Book Promotion Sites
Self-published books offer a great deal of freedom and can be sold with little work, but in order to reap the benefits, crafting a self-marketing strategy is imperative. One of the best ways to promote a self-published book lies in online platforms specially designed for indie authors.
These book promotion sites assist in book marketing by connecting clients with readers who are looking for new books to read.
Top book promotion sites include:
- BookBub: Known for high conversion rates through email promotions.
- Reedsy Discovery: Great for gathering early reviews.
- BookSirens: Helps get ARC readers to leave verified reviews on Amazon and Goodreads.
- ManyBooks: Offers free and paid listings.
- Freebooksy/Bargain Booksy: Targets deal-seeking readers with genre-specific newsletters.
Using multiple sites can increase your visibility and boost initial traction.
3. Use Amazon Ads for Self-Published Books
For independent authors, Amazon is the leading book-selling platform. The self-published book sections on Amazon Ads for self-published books are useful in marketing tools because ads can be customized using keywords, categories, and titles.
Ad types include:
- Sponsored Products: Appear in search results and on book detail pages.
- Locksreen Ads (for Kindle): Capture attention directly on Kindle devices.
- Sponsored Brands: Ideal if you have multiple books or a series.
Optimize your ad copy, set daily budgets, and regularly analyze performance to adjust targeting. This strategy is key if you want to market a book on Amazon effectively.
4. Launch Social Media Campaigns.
The self-published book marketing revolves mostly on social media. Use social media platforms like Instagram, Facebook, TikTok, and Twitter (X) to publicize, connect with readers, and promote the author’s brand.
Social strategies to consider:
- Create teaser graphics and cover reveals
- Run a pre-order campaign with giveaways
- Post reader reviews and testimonials
- Host live readings or Q&A sessions
Use relevant hashtags, collaborate with other authors and tag influencers in your niche. Social media helps create buzz before and after your book launch.
5. Focus on a Professional Author Website
A professional author website is an excellent self-marketing tool that works 24/7 for you. In comparison to social media, an author website gives more control to display the book and share blog posts, newsletters, and mega specials, along with directing traffic through banners and social media ads.
Key website features:
- Book landing page with “Buy Now” links
- Email opt-in form for newsletters
- Author bio and contact form
- Blog section for Providing updates, behind-the-scenes looks, or related subject matters
Consider adding a press kit or media section to enhance outreach efforts. You are also able to foster long-term branding through your website.
6. Create a Book Advertising Strategy
To scale your efforts, develop a paid book advertising strategy across multiple platforms beyond Amazon. Each advertising channel offers unique strengths.
Popular ad platforms:
- Facebook Advertisement: Such ads can be set for activity and interest, behavior, and demographic filters.
- Instagram Advertisement: Perfect for circulating beautiful book covers and visually telling stories with images.
- Reddit Advertisement: Aim at more focused audiences (for instance, those following the subreddits r/Fantasy or r/TrueCrime).
- Pinterest Advertisement: Best suited for romance, self-help, and poetry genres.
Invest in A/B testing for visuals and copy. Start small, track performance, and gradually scale what works.
7. Analyze Results with Book Marketing Analytics
Hire book marketer to track the success of your efforts is essential. Use book marketing analytics to measure traffic, conversions, ad performance, and email engagement.
Metrics to monitor:
- Click-through rates (CTR)
- Conversion rates (from click to sale)
- Cost-per-click (CPC) for paid ads
- Email open rates and unsubscribes
- Review count and ratings on Amazon/Goodreads
Analytics help refine your strategy, eliminate low-performing efforts, and invest more in what delivers results. Data-driven decision-making is key to efficient self-published book marketing.
8. Partner with Book Influencers and Reviewers
Marketing for influencers isn’t exclusive to beauty brands. Book micro-influencers (bookstagrammers, Booktokers, bloggers) can put your title in front of thousands of readers who are eyeing their next read.
Tactics include:
- Offer free review copies in exchange for honest feedback
- Host joint giveaways with influencers
- Sponsor a TikTok trend or Instagram reel challenge
Aim to build genuine relationships. Don’t just pitch and vanish. Positive word-of-mouth from trusted voices remains one of the strongest ways to promote a self-published book.
9. Leverage the Best Book Promotion Platforms
Different book promotion platforms serve different purposes. Some build reviews, others drive sales or grow mailing lists. The best ones often combine all three.
Top platforms to explore:
- BookFunnel: Ideal for delivering free samples or building a newsletter list.
- StoryOrigin: Helps manage ARC distribution, swaps, and newsletter promotions.
- Prolific Works: Offers giveaway campaigns for exposure.
- BooksGoSocial: Provides marketing packages and social media boosts.
Choose platforms based on your goal. Early reviews, lead generation, or direct sales and incorporate them into your larger book promotional plan.
10. Outsource When Needed: Ghostwriters, Editors, Marketers
If you are managing writing alongside a day job or family commitments, consider ghostwriting for authors to improve quality and free up time.
- Ghostwriting is ideal for authors who wish to generate more content faster, or those looking to capitalize on a series but do not have the time available.
- Book editing services will make sure your manuscript is polished and free from any errors. This is very important for maintaining your credibility and retaining readers.
- Spend your time doing what you do best and hire a book marketer to manage promotional campaigns, ad funnels, or even social media strategies.
Even if you handle most marketing yourself, outsourcing certain parts can greatly improve your results.
Tried-and-True Ways to Promote Your Book and Attract Readers
Book Promotion Sites: Get Noticed by New Readers
It is known that leveraging book promotion sites offers great ways to promote a self-published book. This is because the sites help in getting access to indie authors and readers who are already looking to download books, which builds visibility and boosts your book’s rank on platforms like Amazon.
Best Book Promotion Platforms to Consider
When looking to promote a self-published book, one must target book promotion sites based on the author’s genre, target audience, and pricing strategy.
Every platform has its unique pricing, submission deadlines, content policies, and even promotional offerings. It is prudent to understand which platforms best fit into your book promotional plan and to think about stacking promotions to achieve maximum exposure.
Outlined below are some of the best book promotion platforms that have shown great results for independent authors:
- BookBub
As a promotion site, BookBub tops the list with millions of subscribers and newsletters dedicated to specific genres. Although expensive and competitive, having a successful promotion on their site can lead to thousands of downloads or sales within a day. - Freebooksy
A powerful tool if you’re running a free book campaign. Freebooksy promotes to readers who are specifically looking for free titles in genres like romance, fantasy, thrillers, and nonfiction. - Bargain Booksy
Ideal for discounted promotions (usually under $4.99). This platform is great for generating sales and exposure, especially if you’re building momentum after launch or promoting a series starter. - Ereader News Today (ENT)
One of the most efficient and cost-effective platforms. ENT targets specific uses and performs especially well for thrillers, mysteries, and romance literature. - Book Cave
If you’re marketing content-rated books (such as clean romance or family-friendly fiction), Book Cave offers filtered, values-based promotions for readers who care about content guidelines.
Develop a Targeted Book Advertising Strategy
A solid book advertising strategy takes your promotional efforts beyond organic reach. Paid ads let your laser-target readers based on interests, behaviors, and search habits—making them a smart investment for self-published authors.
Options to Consider:
- Amazon Ads
Let you promote directly within the world’s largest bookstore. Ideal for reaching readers who are ready to buy. - Facebook Ads
Enable you to target readers by interests, behaviors, and demographics, especially effective for fiction genres with niche audiences. - Instagram Ads
Perfect for genres with strong visual appeal, such as romance, lifestyle, or YA. - Book Promotion Platform Bundles
Some platforms like Written Word Media (Freebooksy + Bargain Booksy) offer bundled promo packages, allowing you to reach multiple segments at once.
Start small and test different ad copy, creatives, and target segments. Use book marketing analytics to measure performance and refine your approach. What works for one book or genre might not work for another, so continual optimization is key.
Amazon Ads for Self-Published Books: A Must-Try Tool
Learning how to market a book on Amazon is essential for self-publishing success. Amazon’s built-in advertising network is tailor-made for authors looking to increase visibility and drive targeted traffic to their listings.
Best Practices:
- Use relevant keywords in your campaign—focus on genre-specific terms and phrases readers are already searching for (e.g., “urban fantasy series” or “clean Christian romance”).
- Target competitor books to appear on their product pages and steal attention from similar titles.
- Evaluate how different campaigns perform by testing keyword matches: broad, phrase, and exact.
- Maintain appropriate spending limits and keep track of your ACoS (Advertising Cost of Sales).
Pro Tip: Check ad performance weekly using Amazon KDP Reports. Pause underperforming ads and reallocate the budget to top performers.
Use Book Marketing Analytics to Guide Your Strategy
Data is your best friend when you promote a self-published book. Without it, you’re guessing. With it, you’re optimizing. Book marketing analytics help you understand what’s working and where to adjust.
Track These Key Metrics:
- Email performance (open rates, click-through rates, unsubscribes) using tools like Mailchimp or ConvertKit.
- Amazon rankings and reviews to track your book’s momentum post-launch.
- Social media monitoring using likes, comments, shares, or any other measurable engagement that identifies the audience’s preferred social media posts or platforms.
- • Analyzing performance metrics of social media ads such as CTR (Click Through Rate), Conversion Rate, Cost Per Click (CPC), and Return on Ad Spend (ROAS).
Tools to use:
- Amazon KDP Dashboard – Monitor sales, page reads (for Kindle Unlimited), and royalties.
- Google Analytics – Track traffic and behavior on your author website.
- BookFunnel – Analyze ARC delivery and reader engagement.
- MailerLite or Mailchimp – Evaluate the success of your email marketing efforts.
Collaborate with Book Bloggers and Influencers
- Search for influencers with the following hashtags: #BookTok and #Bookstagram and also check Reedsy Discovery or StoryOrigin.
- Pitch strategically. Don’t send mass emails. Take a look at their review instructions, tailor their outreach to them, and propose something special (exclusive Q&A, early admittance, signed edition).
- Add value by adding an interview, gifting merchandise, or even hosting a contest.
Market a Book on Amazon with SEO in Mind
Amazon’s search engine is powered by metadata. So, treat your book listing like an SEO project. This helps readers find your book organically, without relying only on ads.
Optimize These Key Elements:
- Title & subtitle: Include genre-relevant keywords like “cozy mystery,” “self-help”, or “YA sci-fi series”.
- Book description: Use short paragraphs, bold headings, and bullet points to improve readability. Naturally include your keywords without stuffing.
- Categories & keywords: Select categories that are niche enough to rank but broad enough to attract buyers. Use up all your keyword slots.
Tool Suggestion: Use Publisher Rocket to research popular and profitable keywords, spy on competitor metadata, and find untapped categories.
By aligning your listing with Amazon’s search behavior, you improve your chances of being discovered by readers already browsing for books like yours.
Organize Your Book Promotion Strategy for Maximum Impact
Having a structured book promotional plan allows you to coordinate your efforts, budget wisely, and build sustainable momentum around your launch.
Your Plan Should Include:
- Pre-launch: Start building buzz weeks in advance with cover reveals, ARCs, and newsletter teases. Use early access readers to generate early reviews and social content.
- Launch week: Run ads, email campaigns, and social media blitzes. Stack promo site listings for a 5–7-day surge of visibility.
- Post-launch: Keep promoting with new content (blog posts, podcasts, reviews). Continue paid advertising if it’s profitable. Connect with your audience using recurring updates and projects that are in the making.
Have too much on your plate? You always have the option to hire a book marketer, a book publicist, or even an ad agency that would love to assist you if this is your first book or if there are several books to launch in a short time.
Why Should You Hire a Book Marketer?
Involving a book marketer in the promotion of your self-published book can change the game entirely. Here is how they can help.
Efficiency: They follow self-publishing industry-standard marketing practices and trends that are advantageous for you.
Save Time: Complex marketing projects can be handled by them, allowing you to write or attend to other important matters.
Focus Marketing Strategies: They market your book as per its genre and the audience who is likely to read it.
Advertising: They manage the paid advert campaigns on various platforms such as Amazon and social media.
Networking: They have established links with book bloggers, promoters, social media influencers, and other platforms for advertising your book.
Data Analytics Evaluation: Adjust marketing strategies through ROI analytics and change figures over time or results.
Maximize Spending: These professionals help you avoid spending on unnecessary things by directing you to the most efficient promotional strategies.
Advertise on Various Platforms: Get your book marketed on various platforms so as to improve sales.
Prompted Sales: Making your book’s advertisement on various platforms improves the likelihood of sales.
Master the Marketing Game: What to Do and What to Avoid
To promote a self-published book, one needs to do much more than simply click the “publish” button. There is an element of planning, execution, and avoiding pitfalls that could take away the momentum that the book has gathered. Below this text are some very important dos and don’ts that every author must keep in an indie author’s playbook.
Winning Tactics to Embrace
- Develop a Clear Promotional Plan: This plan begins with defining the marketing objectives, goals, target audience, and the channels to be used is critical to achieving success. Structuring a timeline – pre-launch, launch, and post-launch phases allows for enhanced focus and consistency in effort.
- Leverage Book Promotion Sites Services such as BookBub, Freebooksy, and Bargain Booksy offers visibility and credibility with targeted reach which helps in promoting the book.
- Invest in Amazon Ads for Self-Published Books: The ads target readers looking for books within your niche. Campaigns should be tweaked using keywords of competitors and analytics on performance.
- Cultivating Connections with Bloggers & Influencers: Requesting niche bloggers and Bookstagrammers personally can result in gaining honest reviews and plenty of readership.
- Use Book Marketing Analytics: Use the email engagement rates, ad-sponsored clicks, and Amazon purchase ranking surveillance to make rational decisions, improve performance, and act on the data.
- Maximize Amazon Algorithms for Your Book: Marketing a published book on Amazon is the optimization of the book’s description, keywords, category selection, and overall book’s SEO on the platform.
Pitfalls to Dodge
- Skipping Professional Services: DIY editing or cover design can cost you readers. Consider book editing services and professional design to make a solid impression.
- Ignoring Your Audience: Not knowing who your readers are or where they hang out online leads to wasted marketing efforts.
- Relying Only on Organic Reach: While free strategies like social media are helpful, combining them with paid ads accelerates results.
- Neglecting Reviews: Early and consistent reviews build trust. Don’t wait to ask for them—plan for them before launch.
- Failing to Track Results: Without book marketing analytics, you’re flying blind. Measure every campaign and adjust accordingly.
- Using Generic Promotion Tactics: A one-size-fits-all approach rarely works. Tailor your book advertising strategy to your genre and goals.
Other Book Marketing Ideas Worth Exploring
Even after you’ve tapped into book promotion sites, ads, and influencers, there are still plenty of powerful tactics to elevate your book’s reach. Consider these additional methods to keep the momentum going and build your author brand:
Appear on Podcasts in Your Niche
Podcasts are an underrated but effective channel to reach engaged audiences who care about your subject or genre.
- Pitch to book-themed podcasts or genre-specific shows (e.g., fantasy, memoir, personal development).
- Share your writing process, inspirations, or a unique angle from your book.
- Always offer value to listeners and include a call-to-action at the end (e.g., free chapter, newsletter signup).
Initiate a Goodreads Giveaway
Goodreads is reliable and offers great value when it comes to marketing your book because the giveaways will showcase your writing to thousands of readers who are already invested in grappling with novels. Increases visibility and adds your book to readers’ “To Read” shelves.
- Demands attention and marketing set your book in almost every reader’s queue. You may make the book available for pre-order or e-book formats which will ensure the reader’s interest is piqued.
- This can lead to early reviews and a stronger presence on the platform.
- Heed marketing basics to create captivating outlines and high-quality images.
Speak at Local Events or Libraries
Build community support and credibility by sharing your journey in person.
- Offer to do author readings, Q&A sessions, or writing workshops.
- Partner with independent bookstores or schools for themed events.
- Bring signed copies and promo materials to sell or hand out.
Create Branded Merchandise
Turn your book’s world or message into physical products that deepen engagement.
- Develop bookmarks, mugs, or T-shirts with quotes or illustrations featured in your books.
- Perfect for promotional giveaways, contests, or as added incentives in bundled books.
- Manage print-on-demand via Redbubble or Printout’s platform.
Start an Author Newsletter
Email is still one of the most effective marketing tools for authors.
- Building a list could be made much easier by offering free downloads in the form of short stories or bonus chapters.
- Write to your fans personally with monthly notes, and keep them engaged with content like behind-the-scenes footage.
- Broadcast directly to your fans about new releases, giveaways, and other events.
Guest Post on Book Blogs and Writing Sites
Grow your audience and establish credibility for yourself with guest blogging.
- Share your journey as a writer, strategies for budding writers, or unique viewpoints about your genre.
- Target established blogs such as Jane Friedman, The Creative Penn, and sites that focus on reviewing books in your genre.
- Add an interesting author biography with an anchor text for your book or email newsletter.
Promote a Self-Published Book with Arkham House
Authors can utilize social media and Amazon Ads to promote the book, but these strategies need to be structured to reach long-term. With the right approach, the author can set the groundwork for sustained success.
We offer indie authors at Arkham House Publishers Resources, Marketing Consultation, and Professional Services that simplify book marketing. We offer assistance whether you are strategizing your book promotion or seeking a professional book marketer.
Do you want to promote a self-published book as a professional marketer would? Let’s get your story to the world. Let Arkham House Publishers achieve your target with the best strategies.
