How to Create a Book Marketing Plan That Actually Works

Most book marketing plans fall into one of two traps:

They’re either overly vague (“Just build your platform!”) or they bury you in tactics (“Join 47 Facebook groups and run Amazon ads with 63 keyword variants…”).

This guide does neither.

Instead, it offers a clear, three-step framework you can use to create a practical, long-term marketing strategy — one that sells books consistently without running you into the ground.

It’s based on insights from hundreds of successful indie authors and self-publishing pros who’ve turned thoughtful systems into ongoing sales. Whether you’re marketing your first book or looking to refresh your entire approach, you’ll walk away with:

• A smarter way to prep before marketing
• A menu of high-leverage strategies that actually work
• A timeline structure you can adapt for every book you publish

Let’s dive in.

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Step 1: Get Your Foundation in Place

Most marketing problems aren’t marketing problems — they’re preparation problems.

Before launching your plan, it’s critical to make sure a few core pieces are in place. These will shape what’s possible (and effective) in every stage of your marketing.

1. Know Your Budget

Even modest marketing efforts come with costs — whether it's for paid promos, ad testing, or tool subscriptions.

While there’s no universal number, most indie authors allocate $50–$200/month to start. That can cover:

• Discount promo sites (e.g. Freebooksy, Bargain Booksy)
• Facebook or Amazon ad testing
• Design tools like BookBrush or Canva

Some authors, like Elana Johnson, set quarterly budgets tied to specific goals — such as building a reader magnet funnel or launching a rapid-release series.

Start by choosing a number you’re comfortable with, and commit to testing small rather than going all-in at once.

2. Know Your Reader

Your marketing will only work if you know exactly who you’re trying to reach.

Study the top 20 books in your category. Read their reviews. Note which tropes, themes, or pain points keep showing up. Then ask:

• Who is this book really for?
• What else do they read, watch, and buy?
• Where do they hang out online?

Romance authors might find their readers on TikTok. Nonfiction authors might look to YouTube, newsletters, or LinkedIn.

The more specific you get, the more effective your messaging becomes.

3. Fix What’s Broken

It’s hard to become a bestseller with a beige cover, Papyrus font, and a blurb that starts with “In a world…”?

In other words…

You can’t market a book that’s not ready for the market.

Common culprits:

• Covers that scream “sci-fi” when you’re writing memoir
• Blurbs that open with three commas and a shrug
• A $14.99 price tag on a 100-page novella
• Weak early reviews (or none at all)

Take a hard look at your product. If it doesn’t look like it belongs alongside the top books in your niche, fix that first.

Some authors use ads as a quick diagnostic tool. If you're getting clicks but no sales, that usually points to an issue with your blurb or look-inside preview.

Others rely on reader feedback or genre-savvy critique groups to flag mismatches.

4. Understand the Competition

Analyzing your competition isn’t about copying them — it’s about spotting what works and where you can differentiate.

For example, a nonfiction author writing a book on productivity might:

• Study the subtitles and design styles of other bestsellers
• Note how competing authors position themselves on Amazon
• Differentiate with a more specific promise or fresh format (e.g. workbook, checklist, challenge-based structure)

What you learn here can shape how you position and promote your own book.

5. Define Success (Realistically)

A successful book marketing plan doesn’t mean “go viral.”

Start by setting:

• One North Star goal — a longer-term target like “reach 1,000 email subscribers” or “hit 100 reviews”
• A few micro-goals — small weekly or monthly targets to build momentum

Authors who stick with marketing for the long haul often say the same thing: consistency beats intensity.

6. Prep Your Promo Assets

Before launching, gather the materials you’ll use throughout your plan:

• Author bios (short + long)
• One-sentence hook and short back-cover blurb
• Social graphics (cover mockups, quote cards, genre-specific teasers)
• Optional: sample chapters, book club discussion guide, or lead magnet

Tools like Canva and BookBrush make this process easy.

Step 2: Choose Your Core Channels

You don’t need to do everything. You just need to do a few things well — and repeatedly.

This section outlines the most effective marketing strategies used by self-published authors today, based on what genre you're in and how you want to connect with readers.

Email Marketing (Must-Have)

Email remains the most reliable way to build long-term reader relationships — and sales.

It’s algorithm-proof. You own the list. And it scales with every book you publish.

One of the most consistent voices on the power of email? Joanna Penn. She’s been saying it for years: your list is your safety net — and your sales engine

Her setup includes:

• A free story or starter library as a lead magnet
• A thoughtful welcome sequence
• Regular emails with value, personal stories, and book links

Tammi Labrecque, author of Newsletter Ninja, goes deeper — teaching authors to segment readers, write with voice, and turn subscribers into superfans. It works. Her community is proof.

Even if you're starting from zero, building your list now pays dividends for every future launch.

Social Media (Pick One Platform)

The best social platform is the one your readers already use — and that you don’t hate.

• TikTok is a goldmine for fantasy, romance, and YA fiction. Authors like Tomi L. James have built followings by sharing cliffhanger scene snippets.
• Instagram works well for visually driven genres — think children’s books, cookbooks, or lifestyle memoirs.
• YouTube or LinkedIn often suit nonfiction authors with teachable expertise.

The key is depth over breadth. One post a day beats burnout across five platforms — unless you enjoy becoming your own unpaid intern.

Book Promotions

Running limited-time discounts with promo partners is one of the fastest ways to generate sales and exposure — especially early on.

Well-known services include:

• Freebooksy
• Bargain Booksy
• The Fussy Librarian
• BookSends
• Ereader News Today

Some publishers — like Joffe Books — use stacked promos to game Amazon’s algorithms. Line up Freebooksy, ENT, and Book Rebel on the same day, and watch the algorithm kick into gear.

Lindsay Buroker uses this exact approach to keep older series selling — hook readers with a Book 1 deal, and let the sequels do the heavy lifting.

Keep in mind: Results improve with more reviews and strong packaging.

Paid Advertising (Amazon, Facebook, BookBub)

Ads aren’t mandatory, but when done right, they can be one of the most scalable parts of your strategy.

Start small:

• Amazon ads are often best for nonfiction or tightly niched fiction, since readers are already in buying mode.
• Facebook ads are ideal for targeting broader fiction genres, especially if you use compelling imagery and hooks.

Mark Dawson once shared a rule that still holds up: test one thing at a time — your image, your hook, or your targeting. Never all three.

Meanwhile, author Craig Martelle runs dozens of low-budget Amazon ads at once — treating them like fishing lines. Cast enough, and one’s bound to hit.

Even $5/day can reveal what resonates, what doesn’t, and how readers are responding to your pitch.

Outreach & Collaborations (Your Dream 100)

The “Dream 100” concept — popularized by marketer Chet Holmes — involves identifying the top influencers, authors, podcasters, and reviewers in your space who could help amplify your work.

Start by:

• Making a list of 50–100 potential partners
• Engaging with their work (commenting, sharing, reviewing)
• Reaching out with a value-first pitch

Here’s a basic pitch example for outreach:

Hi [Name], I’m a longtime fan of your [podcast / blog / books], especially your [specific episode/book/post]. I just released a book in [your genre/topic], and I think it could be a great fit for your audience. If you’re open to it, I’d love to send over a free copy — and see if there’s a fit for your platform.

Even one yes can open doors — and you can leverage that to get more.

Nonfiction authors often get traction by guesting on podcasts in their niche — even mid-size shows can send hundreds of qualified readers your way.

And it doesn’t have to be huge. A 30-minute conversation on a focused show can do more than a viral tweet.

Optional Tactics (That Can Work Wonders)

Depending on your niche and skillset, these can supplement your core strategy:

• Giveaways: Offer a bundle of your book + a related product (e.g. tea + cozy mystery) using tools like KingSumo or Gleam.
• Book bundles: Collaborate with other authors in your genre or bundle your book with an online course.
• Virtual events: Run a live reading, Q&A, or mini workshop to promote your book.

For example, Brené Brown’s speaking engagements played a key role in amplifying her nonfiction books — especially early on.

You don’t need all of these. But layering one or two over time can add reach and variety to your marketing mix.

Step 3: Build a Realistic Timeline

Now that you’ve selected your strategies, it’s time to organize them into a steady, manageable timeline.

This isn’t a rigid calendar — it’s a rhythm.

Choose a Planning Format

Use what works best for your brain:

• Google Sheets or Excel for planning
• Trello or Asana for task organization
• Google Calendar for date-based reminders

A popular workflow is mapping your marketing events in a spreadsheet, then scheduling tasks in a calendar or to-do app to stay accountable.

Schedule Promotion Cadence

Plan to run book promos every 60–90 days, depending on your goals and catalog size.

Many romance authors time promos around holidays or new releases to stack visibility. Others focus on quarterly refreshes with different promo partners.

Remember: BookBub allows re-submissions every 90 days — so keep a standing reminder.

Run Small, Ongoing Ad Tests

Set a recurring weekly time (e.g. Mondays) to review your ads.

• Are your Amazon ads generating impressions but few clicks? Try adjusting keywords or cover images.
• Are your Facebook ads burning budget quickly? Test narrower audiences or simpler creatives.

Treat ads as research and refinement — not a quick win.

Plan Email & Social Cadence

Use the 80/20 rule:

• 80% of your content = value, connection, personality
• 20% = direct promotion (sales, launches, reviews)

Example content rhythm:

• Monday: Share a reader photo or book quote
• Wednesday: Drop a short personal story or behind-the-scenes insight
• Friday: Promote your book (or link to a sale)

This keeps your audience engaged without wearing them out.

Batch Your Outreach

Instead of cold-pitching your entire Dream 100 at once, spread it out.

Each week:

• Engage with 2–3 people (comment, reply, share)
• Reach out to 1–2 with a tailored pitch
• Follow up from previous weeks

Over time, your network — and your credibility — will grow.

What to Do If Your Plan Isn’t Working

Even the best-laid plans hit speed bumps.

If things feel flat:

• Check your metrics: Are people clicking but not buying? That might be a packaging issue. No clicks? Your hook may need work.
• Revisit your audience: Are you targeting the wrong group? Are your comps misaligned?
• Simplify: If you’re overwhelmed, focus on just one or two channels and do them well.
• Ask for feedback: Peer groups, reviewers, or ads can reveal blind spots.

Marketing isn’t about perfection — it’s about testing, adjusting, and showing up again.

Sample 4-Week Book Marketing Plan

Here’s how a simple plan might look in action:

Week 1

• Run a Freebooksy promotion
• Send a newsletter about the sale
• Post 3 social updates (hook, review, behind-the-scenes)

Week 2

• Launch $5/day Amazon ads
• Follow up with promo results
• Outreach to 2 podcast hosts

Week 3

• Write blog post related to your book topic
• Share on social + email
• Submit to 2 more promo sites

Week 4

• Follow up with Dream 100 contacts
• Share reader review screenshot
• Send teaser from upcoming project

Adapt the plan to your pace — the goal is sustainability.

Book Marketing Questions You’re Probably Too Tired to Google

You’ve made it this far, which means you’re either committed… or slightly overwhelmed. Here are a few straight answers to the questions most authors eventually ask — usually around hour four of staring at their KDP dashboard.

“Do I need a website before I start marketing?”

Nope. You need a book and a way to reach readers (email is best). A website helps — but it’s not required.

“What if I only have one book?”

Then that one book is your brand — for now. Focus on building awareness and collecting readers who’ll be there when book two shows up.

“I’m overwhelmed. Where should I start?”

Pick just one:

• If you don’t have readers yet: start an email list.
• If you do: plan your next promo.
• If your sales are flat: improve your cover or blurb.

“Is it worth running ads with only 10 reviews?”

Yes — if your packaging is strong. But start small and only scale once your book is converting.

“What if none of this works?”

It’s not about one tactic working. It’s about testing, adjusting, and sticking with the system long enough to see results. Most authors quit too early. Don’t be most authors.

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Final Thoughts: Build for Consistency, Not Chaos

A good book marketing plan isn’t something you power through once and forget.

It’s a system.

The most successful indie authors don’t rely on one viral tweet or a BookBub miracle. They’ve simply built sustainable rhythms they can maintain over time:

• Regular emails
• Periodic promos
• Small ad tests
• Ongoing relationship-building

That’s the kind of plan that keeps working long after launch week fades.

Now you have everything you need to build one.