Reading Time: 5 minutesWhenever I’m asked how to promote a self-published book, I am reminded of Aesop’s Fables. We all know the story of the tortoise and the hare, but when life seems to move at the speed of sound and the 24-hour news cycle constantly reminds us of everything that is and isn’t right in the world, it’s remarkably easy to forget that slow and steady wins the race. Most indie authors feel like they need to do everything when it comes to marketing and promoting their books. Many of them become so overwhelmed instead of doing one thing, consistently, they do a lot of things – throwing stuff against the wall, with neither a plan nor consistency. And I get it, you want to try it all, you want to give all of it a chance. What ends up happening is that you’re doing a ton of things, it feels “busy” but is it actually moving the needle on book sales or bringing more readers to your website or Amazon retail page? Maybe, but likely not. The idea is to do the right things, even if it’s just a few things – but do them consistently. Understand What it Takes to Get Known In his book Known: The Handbook for Building and Unleashing Your Personal Brand in the Digital Age, Mark W. Schaefer reminds us that it takes, on average, 30 months to get “known.” If that number elicited an expletive, take heart. I did the same thing when I first read it. During those 30 months, you’re supposed to be out there doing things like building your list, getting attention for yourself and your books. If you do, you won’t be languishing in obscurity – unless you’re doing all the wrong things. And let’s be clear, this 30 month marker doesn’t mean you have to wait 30 months to sell books. What it means is that book promotion is cumulative. Every action builds on another action and so on. Doing the right things, on a consistent basis, will drive more exposure and more sales. So what are those things? Well, let’s have a look.

Mobilize Your Super Fans

Not only can an avid fan base help you gain more readers, but solid fans can also help you promote your self-published book. When they aren’t writing great books, successful authors spend a lot of time working on fan outreach. And I’m talking one-on-one connection with fans. This includes, for example, thanking fans for reading and reviewing, including them in book launch activities through special offers (like advanced reader copies), or involving them in cover reveals. You could even invite fans to name a character in a new release. If you don’t have a fan base, build one. Make sure your readers have a way to directly contact you and include an invitation for them to do so in the back matter of your books and on your website.

Small is the New Big

Micro-influencers are the new big thing (pun intended). Why? Because when it comes to social media, users with smaller numbers are often bigger influencers. This is important information for authors wondering how to promote a self-published book. We used to be so swayed by huge, staggering numbers – a million followers and more! But now what we’re seeing is that these big social media accounts often have very low engagement. So if you’re looking to push your book to a solid market, choose engagement over numbers. For example, how many comments do you see on a blog? How often does an influencer get a response to an Instagram post? How many people interact with them on Twitter? Interaction matters over follower numbers. If you’re investing a lot of book marketing and promotion sweat equity in going after big fish but you’re getting very little response, maybe it’s time to reconsider your focus.

Success Leaves Clues

Before you assume that your marketing isn’t working, take a look at what you’re doing. When was the last time you looked at similar authors in your market? Ideally, ones who are seeing a good deal of success but are not necessarily a household name. Authors who are successful can guide you as you consider how to promote a self-published book. Take some time to peruse their blogs and social media presence. I promise you that ideas will start to percolate. This is also a great opportunity – if you feel like you’re just treading water – to dump social sites that aren’t helping you gain traction. Remember, it’s not about being everywhere, but everywhere that matters.

Pay Attention to What Works

As you run the book marketing and promotion race, keep track of what’s happening. If you’re putting in the time but aren’t getting any love on social media, or if no one is commenting on your blog, then you probably need to rethink your approach. At the same time, remember that success doesn’t happen overnight. As you progress through your campaign, things will start to happen. For example, maybe you will get consistent reviews. Or you’ll continue to add followers to your social media platforms and these followers will also begin to respond to your posts.

Ads Aren’t a Marketing Strategy

In my consultations with authors, I ask what they’ve already done to market their books. Many times they’ll say, “I’m running ads.” Though I realize there was a time when ads were very popular, ads are not a marketing strategy. They can be used in conjunction with other things you’re doing, but ads should not be a stand-alone plan for how to promote a self-published book.

Don’t Be a One Book Wonder

Often authors want to write one book and “see how it does.” In my 24 years in business I have never seen an author gain enough success with one book that it pays for the marketing they’ve done. Once those second and third books hit, however, the marketing machine starts to earn some of its money back. Success as an author is strategic, and front-loaded. And that’s another thing: if you’re going to write a second book, don’t wait too long to do it!

Ask for What You Need

Need reviews, interviews, or a location for local events? Ask. It’s often the case that authors are afraid to ask – for anything. If you have a newsletter – when was the last time you asked your readers for reviews? If you’re like most authors, the answer is probably “not in a long time” or “never.” But as you put requests out there, whether it’s for a reader review, a book signing, or a local TV or radio interview, the yes’s will start happening. And if you’re wanting to get a book event, or something like a book signing in a non-bookstore venue (these are super fun, by the way) make sure the person you are asking knows why their customers will benefit. Have the logistics figured out. Tell them how you’ll also promote your collaborative efforts. And so often we forget that we’re connected to a lot of folks who would actually love to help us, be they readers, friends, or family. Maybe your Aunt Jenny knows someone at a bookstore or coffee shop or other market-appropriate retail outlet who could host an event. Perhaps a former colleague is great friends with a local A&E journalist. Never be afraid to ask for help; always tap into your connections.

Pick Your Strategies Wisely

At the end of the day, you don’t need 1,000 marketing strategies. You only need a handful that you can do consistently, that will continually build your platform and fan base and that makes sense for your buyer market and the way they receive information. My homework for you is this: choose 3 things you can do better to promote your book over the next 30 days. And make sure those 3 things are reaching potential buyers in 3 unique ways. Meaning, don’t do 3 things on social different – you’re just overworking the same potential reader pool. Hold yourself accountable and be consistent.

Resources and Free Downloads

Listen: Navigating the unexpected & what authors need to prepare for.Simple strategies used by one author to sell 20K books. What to know before hiring a book marketing firm.Listen: How launching a book is like starting a business.5 Questions to ask a book publicist before hiring them.How to get more publicity for you and your book.How to sell your non-fiction title in the age of free information.Check out all the episodes of our book promotion podcast anywhere you listen to podcasts!Definitely follow us on Instagram for book marketing tips and some much-needed levity!