How to Market a Self-Published Book on a Budget

So, you’ve written a book.

You’ve poured your heart, soul, and probably way too many cups of coffee into it. Now comes the tricky part: getting people to actually read it.

For self-published authors, marketing can feel like a mountain to climb—especially when you’re on a tight budget.

The good news?

You don’t need a massive marketing budget to make an impact.

With the right strategies, a bit of creativity, and a lot of hustle, you can build buzz around your book and drive sales without breaking the bank.

Ready to dive in?

Here’s a step-by-step guide to marketing your self-published book on a budget, complete with real-life examples and actionable tips you can start using right now.

1. Leverage Social Media (Without Paying for Ads)

Social media is your best friend when it comes to budget-friendly book marketing. Platforms like Instagram, Twitter, Facebook, and TikTok can help you reach thousands of readers without spending a dime.

But here’s the key: You can’t just post “Buy my book!” and expect sales to flood in.

You need to build relationships, engage with your audience, and share content that’s valuable, entertaining, or relatable.

How to Do It:

- Instagram: Use Instagram to post aesthetically pleasing photos of your book, your writing space, or snippets of your work in progress. Engage with the Bookstagram community by commenting on posts, participating in challenges, and using relevant hashtags like #Bookstagram or #IndieAuthors.

- TikTok: The rise of #BookTok has made TikTok a game-changer for indie authors. Short, snappy videos of your book, reading excerpts, or funny writing moments can quickly go viral. Just look at Adam Silvera—his book They Both Die at the End skyrocketed in popularity thanks to TikTok.

- Twitter: Engage with the writing community by using hashtags like #amwriting or #WritingCommunity. Share your writing tips, interact with readers, and offer sneak peeks of your book.

Pro Tip: Don’t just post and ghost. Social media is about being social. Respond to comments, ask questions, and engage with readers consistently.

2. Build a Professional Author Website (On a Budget)

Your author website is the hub of your online presence. It’s where readers can learn more about you, browse your books, and sign up for your newsletter. But here’s the kicker—you don’t need a web developer or a massive budget to create a professional website.

Tools to Use:

- WordPress: If you’re looking for a budget-friendly option, WordPress is a fantastic choice. You can choose from a variety of themes, many of which are free or low-cost.

- Squarespace or Wix: For those who want something more user-friendly with drag-and-drop options, both Squarespace and Wix offer affordable packages and stunning templates.

Your website should include:

- A bio that tells your personal story and writing journey.

- A Books page where visitors can easily buy your books.

- A blog where you can share writing updates, tips, or behind-the-scenes content.

- Newsletter sign-up (more on this in the next section).

Need help creating an author website on a budget? Connect with me on LinkedIn I specialize in building websites for authors that convert visitors into readers without breaking the bank.

3. Build an Email List (Your Direct Line to Readers)

One of the most powerful tools in book marketing is email marketing. Why? Because your email list is full of people who are genuinely interested in your work. Unlike social media, where you’re at the mercy of algorithms, emails go directly to your readers’ inboxes.

How to Get Started:

- Lead Magnet: Offer something free in exchange for email sign-ups. It could be a short story, the first chapter of your book, or a downloadable guide. Make sure it’s valuable and directly related to your book.

- Consistency: Send regular newsletters with exclusive content. This could include sneak peeks, writing tips, or personal stories. The goal is to keep your readers engaged and excited for your next release.

Example: Tim Grahl, author and book marketing expert, built a large email list by offering a free PDF called “The First 1,000 Copies,” which outlined how to sell the first 1,000 copies of a self-published book. It’s a valuable resource that directly connects to his book and services.

Pro Tip: Keep your newsletters personal and conversational. Readers should feel like they’re getting an inside look at your writing life, not a hard sales pitch.

4. Run Giveaways (To Build Buzz)

Giveaways are a great way to generate excitement and reach new readers without spending a ton of money. Platforms like Goodreads allow you to host giveaways for free or at a low cost, and it’s an easy way to gain visibility in front of people who are actively looking for new books.

How to Do It:

- Host a Goodreads Giveaway for a chance to win a signed copy of your book. Even if only one person wins, you’re building awareness and visibility for your book with everyone who enters.

- Run a giveaway on your social media platforms. You could ask people to tag a friend or share your post to enter. This will help spread the word about your book to new audiences.

Pro Tip: When running giveaways, make sure you’re also collecting email addresses so you can keep in touch with participants afterward.

5. Tap into Your Network (Word-of-Mouth Marketing)

Don’t underestimate the power of your personal network when marketing your book. Friends, family, co-workers, and your extended network can help spread the word about your book. Sometimes, all it takes is one person to share your book with their circle to start a word-of-mouth marketing chain.

How to Do It:

- Send personalized emails to friends and family, asking them to help spread the word. Don’t be pushy—just let them know how much it would mean to you if they shared your book on social media or with people who might enjoy it.

- Join writing groups or communities like Facebook groups or Reddit forums. Engage with fellow writers and readers by offering value, sharing your journey, and discussing books. Just make sure to follow the rules—don’t spam these groups with promotional posts.

Example: Author Rachel Hollis used her personal network to get the word out about her first book, Girl, Wash Your Face. She enlisted friends, bloggers, and influencers to share the book, which helped catapult it into the hands of new readers.

6. Get Reviews (And Build Social Proof)

One of the most effective ways to sell books is by leveraging reviews. Readers trust the opinions of other readers, and positive reviews can be the deciding factor for someone on the fence about purchasing your book.

How to Get Reviews:

- Reach out to book bloggers or Bookstagrammers who review books in your genre. Offer them a free copy of your book in exchange for an honest review.

- Ask your readers! If someone tells you they loved your book, encourage them to leave a review on Amazon, Goodreads, or wherever they bought the book.

Pro Tip: You can also ask readers to post about your book on social media. This gives you the dual benefit of a review and user-generated content that you can share with your own audience.

7. Utilize Book Promotion Sites (Affordable Advertising)

There are several book promotion sites that offer affordable advertising to help indie authors get their books in front of new audiences. Sites like BookBub, Freebooksy, and Bargain Booksy allow you to promote your book to their large reader bases.

How to Do It:

- Submit your book to BookBub or Freebooksy for promotion. You can choose to run a free or discounted book campaign, which helps attract readers who might not have found your book otherwise.

- Track your results! Pay attention to how many sales or downloads you get from these promotions so you can optimize future campaigns.

Example: Self-published author Mark Dawson built a large audience using BookBub promotions. His ability to drive thousands of sales through affordable BookBub campaigns has helped him grow a sustainable writing career.

8. Create a Personal Branding and Marketing Plan (Free Guide)

As an author, it’s crucial to have a clear plan for marketing your book—especially when you’re on a budget. Creating a personal branding and marketing strategy can help you stay organized and focused, ensuring you’re using your time and resources wisely.

Want a step-by-step plan?

Download my free guide: "Author's Personal Branding and Book Marketing Plan." This actionable guide is packed with tips, strategies, and real-world examples to help you market your book effectively—even on a tight budget.

?? Download the Free Guide Here ??

9. Use LinkedIn to Market Your Book

LinkedIn isn’t just for job seekers or corporate professionals. It’s a powerful platform for authors, especially if you’re writing nonfiction, business books, or self-help. You can engage with a professional audience who is interested in what you have to say.

How to Do It:

- Share content related to your book’s themes. If your book is about productivity, post articles, tips, or insights about productivity in the workplace.

- Join relevant LinkedIn groups where your target audience is active. Engage in discussions and offer free value (not just promoting your book).

For more details on how to maximize LinkedIn for book marketing, check out my article on How to Use LinkedIn to Market Your Books.

10. Partner with Other Authors (Cross-Promotion)

One of the most effective and budget-friendly ways to reach new readers is by partnering with other authors for cross-promotion. Find authors in your genre who have a similar-sized audience and promote each other’s work to your respective readers.

How to Do It:

- Organize a joint giveaway with another author where you each contribute a signed copy of your book. Promote it across your social media and email lists.

- Feature each other in your newsletters or social media. It’s an easy way to tap into a new reader base without spending a penny.

Conclusion: You Can Market Your Self-Published Book on a Budget

You don’t need a massive budget to successfully market your self-published book. By leveraging free and low-cost strategies like social media engagement, email marketing, and cross-promotion, you can reach a wider audience and sell more books—all while keeping costs low.

If you’re ready to take your book marketing to the next level and want personalized guidance, I’m here to help! Whether you need assistance with building your author brand or creating a marketing plan, I’ve got you covered.

?? Let’s work together! Book a 1:1 Call with me [Click here] to get started!