The Ultimate Guide to Promoting Your First Self-Published Book

You’ve written your first self-published book. You’ve put in the late nights, the early mornings, the sweat, tears, and probably a little too much coffee.

Now it’s out there, but there’s just one problem: nobody knows it exists.

That’s the hardest part for most authors—getting that book into the hands of readers. And no, simply throwing a few social media posts up or hoping people will randomly stumble upon your masterpiece won’t cut it.

You need a plan. And not just any plan.

You need a promotional strategy that builds momentum, grabs attention, and turns browsers into buyers.

I’ve been helping authors with exactly this for years, and I’m going to break down the ultimate guide to promoting your first self-published book—without needing a massive budget.

Let’s get those pages turning and your book flying off the virtual shelves!

1. Know Your Target Audience: You're Not Selling to Everyone

First things first—know who you’re talking to. This is probably the biggest mistake first-time authors make: assuming their book will appeal to everyone. Let me stop you right there—it won’t. Trying to market to everyone is like shooting arrows in the dark. You might hit something, but most of your efforts will just whizz past into the void.

Here’s What You Need to Do:

• Define Your Niche: Is your book for sci-fi lovers? Romance readers? Business professionals? Dig deep into your book’s genre and pinpoint who your ideal reader is.
• Create Reader Personas: Get specific about your audience. What’s their age range? Interests? What other books are they reading?
• Hang Out Where They Do: Once you know who your audience is, find out where they spend their time online. Are they active in Facebook groups? On Goodreads? Maybe they’re scrolling through #BookTok on TikTok.

Pro Tip: You don’t need a massive following to promote your book—you need the right followers. Focus on quality, not quantity. A hundred engaged readers are more valuable than a thousand who don’t care.

2. Build a Book Launch Plan (Start Early, Seriously)

The biggest misconception new authors have is thinking they can start promoting their book after it’s already published. Wrong. Your promotional plan should start months before your book ever hits the market. By the time you publish, you should already have people waiting eagerly to hit that “Buy Now” button.

Here’s what your pre-launch plan should include:

• Teasers and Cover Reveals: Start dropping hints about your book way before launch day. Share a few sentences from key chapters, reveal the cover art, or talk about the inspiration behind your story.
• Build an Email List: Your email list is gold. While social media can disappear at the whim of an algorithm change, email is your direct connection to readers. Offer them exclusive content, early access to chapters, or a free bonus in exchange for their email.
• Create a Launch Countdown: In the weeks leading up to launch day, build excitement with a countdown. Share progress updates, sneak peeks, and post reminders to your audience about the big day.

?? For more tips on building a marketing strategy, check out my previous post: Why Your Book Isn’t Selling: 10 Common Mistakes Authors Make.

3. Use Social Media to Your Advantage (Without Being Annoying)

Ah, social media—both a blessing and a curse for self-published authors. It’s the easiest way to connect with readers but also the easiest way to come across as that author who shouts “BUY MY BOOK” into the void. Here’s how to do it right:

• Share Your Process: Don’t just tell people about your book—show them the journey. Post about your writing process, share snippets of your upcoming chapters, and give a peek into what it’s like being an author.
• Be Authentic, Not Spammy: You’re not a used-car salesperson. Post about your book, yes, but also engage with other readers and writers. Ask questions, share thoughts, and genuinely interact with your followers.
• Leverage Bookstagram and BookTok: Instagram and TikTok are huge for indie authors right now. Post book teasers, engage with the #Bookstagram and #BookTok communities, and interact with micro-influencers who might be interested in your genre.

Pro Tip: Social media is all about engagement, not just broadcasting. Focus on starting conversations and building relationships.

?? Need a personalized book marketing strategy? Download my free guide: "Author’s Personal Branding and Book Marketing Plan," packed with actionable steps to help you sell more books and build your brand. Get the free guide here.

4. Get Reviews Early (And Make It Easy for Readers)

Reviews are the social proof that convince potential buyers your book is worth their time. But you don’t just get reviews by hoping for the best—you need to actively seek them out.

Here’s how:

• Send Out ARCs (Advance Reader Copies): Before your book officially launches, send out free copies to reviewers, bloggers, and influencers in your genre. In exchange, ask them to leave an honest review once the book is live.
• Make It Easy: Every time someone finishes your book, make it easy for them to leave a review. Include a friendly note at the end of your book with a link asking for feedback.
• Leverage Goodreads: Set up a Goodreads page for your book before launch day and start collecting reviews early. Goodreads giveaways are a fantastic way to get more eyes on your book and generate reviews.

Pro Tip: The more reviews you collect early on, the easier it is to gain traction. Potential readers are far more likely to buy a book with several reviews than one with none.

5. Leverage Your Email List (It’s Not Dead, It’s Gold)

If you don’t have an email list, you’re missing out on one of the most powerful tools in your promotional arsenal. Social media can be fickle, but email is direct and personal. Here’s how to use it:

• Build a List with a Free Offer: Give readers a reason to join your list. Offer a free chapter, exclusive content, or early access to your book launch in exchange for their email.
• Send Engaging Emails: Your emails shouldn’t just be sales pitches. Share your writing journey, behind-the-scenes stories, or personal insights that build a connection with your readers.
• Launch with a Bang: Use your email list to build hype for your launch. Send out teasers, offer pre-order bonuses, and give your subscribers first dibs on any special promotions.

?? Need help building and nurturing your email list? Connect with me on LinkedIn and let’s create a strategy that converts casual readers into loyal fans.

6. Run Giveaways to Build Buzz

Everybody loves free stuff. Giveaways are a great way to build buzz around your book without spending much. It’s not about losing money—it’s about gaining visibility.

Here’s how to make giveaways work for you:

• Goodreads Giveaways: Run a Goodreads giveaway to get your book in front of new readers. Even if they don’t win, your book gets added to their “Want to Read” lists.
• Social Media Giveaways: Use Instagram or Facebook to run a simple giveaway where followers can enter by tagging a friend or sharing your post. This helps spread the word to people outside your immediate circle.
• BookBub: If you’re ready to invest a little money, BookBub’s Featured Deals are an excellent way to boost visibility. You can offer your book at a discount or run a free promotion to gain momentum.

7. Collaborate with Other Authors

In the indie author world, it’s not you vs. them. It’s a community. Collaborating with other authors in your genre can help you cross-promote and tap into each other’s audiences.

• Newsletter Swaps: Reach out to other indie authors and offer to feature their books in your newsletter. In return, they’ll feature yours. It’s a win-win.
• Social Media Takeovers: Do a social media takeover with another author. Post on each other’s Instagram stories or pages, introducing your audience to their book and vice versa.

Pro Tip: Collaboration isn’t about competition. It’s about building relationships and expanding your reach together.

8. Keep Promoting Post-Launch (The Work Isn’t Done)

Here’s the thing—promotion doesn’t stop after launch day. Too many authors make the mistake of going full throttle during the launch and then going radio silent once the book is out.

Don’t do that. Here’s what to keep doing post-launch:

• Share Reader Reviews: Every time a reader leaves a glowing review or posts about your book on social media, share it. Social proof is powerful and will keep driving new readers to your book.
• Run Follow-Up Promotions: A few weeks after launch, run a price drop or a limited-time freebie promotion. This can help give your book another burst of visibility.
• Keep Engaging: Keep posting on social media, sending emails, and engaging with your audience. The more you stay visible, the more your book will sell.

Your Book Deserves More Than Just a Hail Mary

Promoting your first self-published book doesn’t have to be overwhelming or expensive. With the right plan, you can build momentum, reach your target audience, and sell books without blowing your budget.

Remember, the key is consistency—start early, engage often, and keep the buzz alive long after launch day.

?? Or, if you want one-on-one help promoting your book, Connect with me on LinkedIn and let’s build a strategy that works for you.