Note: this piece is geared toward writers interested in self-publishing. Find other pieces on self-publishing here.
When it comes to self-publishing, writing and publishing your book is only half the battle. The other half is an arduous, never-ending process of self-promotion. Many indie authors would prefer to write than to spend time networking and marketing. And many writers don’t even know where to start marketing. But being an indie author means that you are the only person responsible for the success of your book. You choose how it’s marketed and where. And to tell the truth, I’ve often found this to be simultaneously freeing and terrifying. So let’s take some of the mystery out of marketing and start selling your book.
Why Marketing is SO Important
As an indie author (especially while your fan-base is still new), gaining exposure is the hardest thing to do. Making money with your writing is typically not as simple as putting your book up on a website and then watching the dollars roll in. In most cases, people won’t even know your book exists. That’s where marketing comes in. You need to put your book in front of potential readers and grab them with your awesome cover and product description in order for them to buy it, read it, love it, and then tell all their friends about it.
When to Start Marketing Your Book
As soon as possible! You can start marketing before you’re even done writing your book. This way you can create buzz about your book and get readers waiting to buy it. But I’d advise that you only do so once you’ve decided on the final title. Nothing’s more confusing to a reader than ever-changing titles.
And before you start spreading the word, make sure that you know – without a doubt – that you will deliver your book by the date you’ve set. Don’t let your readers down, or they might not come back when you actually do release your book.
When to Stop Marketing Your Book
Never! If your book sales dip one month, who’s to say that they won’t spike the next? Keep making your book known. You never know when you’ll reach a new reader that will become a life-long fan.
Where to Market Your Book
The key is to reach as many potential readers as possible – and it’s even better if you can target people who you think will actually like your book. You’ll want to research where your ideal readers are (what sites are they on?) and cater to them. Here are just a few examples of the most popular methods of self-marketing:
- Social Media: Twitter, Facebook, Pinterest, Goodreads, etc.
- Your blog/website
- Your mailing list of people who have subscribed to your site
- Other people’s blogs/sites (by doing a guest post or blog tour)
- Book advertising sites (this one takes some research, but you can find sites that will advertise your book for you – this usually requires a fee or that your book meets certain criteria)
How Much Will It Cost?
Basically, marketing a book will cost as much as you want it to. Some people swear by advertising on sites like BookBub (which can get pricey), others like to spend a couple bucks on paid Facebook or Twitter ads. And then there are people who like to advertise without spending any money whatsoever (social media, your own site, etc.).
I can’t say that any method is any better than others. But this is how I approach my marketing:
- I market anywhere that I can for free
- I make sure any sites that I choose to advertise on are legitimate
- I’m not afraid to spend money to make money (provided my budget allows for it)
Sticking to the Guidelines
If you’re marketing on any sites that are not your own (this includes social media), make sure you are adhering to the guidelines set forth by that site. Don’t lie about the genre of your book just to get advertising space and don’t spam your audience (see below). This sort of behavior will only alienate potential readers. Be respectful of platforms that are willing to market your book for you – read their guidelines and follow them as though your writing career depends on it.
A Word About Spamming
Please, self-published authors, do not spam your audience or followers with incessant tweets or posts or pop-ups pertaining to your new book. Yes, keep it on their radar, but do not send out 100 messages a day telling the same people the same thing over and over and over. Make sure you are professional and that you’re representing yourself in a way that you’re proud of.
Any questions or thoughts on marketing your self-published book? I’d love to hear them in the comments below!