Breaking Down What a Book Marketing Strategy Really Requires

by | Aug 30, 2022 | Bestseller Essentials

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Figuring out a book marketing strategy that supports your goals, what your genre requires, and what resonates with your reader market is key to success as an author in today’s publishing marketplace.

But deciding where to focus your time, and which book marketing strategies make the most sense for your self-promotion skills versus what you should plan to hire out, is equally as critical.

So when I came across the below article from our friends over at IngramSpark I was really pleased (yet not surprised) to see that they hit on all the important considerations authors should be making as part their book marketing strategy planning.

And whether you’re planning your first book launch, or you’d consider yourself a seasoned author that just isn’t seeing the results you expected, there’s something to learn here.

So dig in and leave a note in the comments about what resonated with you most!

What to Include in Your Book Marketing Strategy

By IngramSpark Staff

When you decide to self-publish a book, you are signing up for all the duties a traditional publisher would typically take on. That means you not only have to write a great book but you also take on the job of marketing it. Where do you begin? You construct a book marketing strategy and forge ahead step by step! Here are a few key elements for a good book marketing strategy.

Book marketing and promotion provide the most traction for your book, but most self-published authors and small independent publishers do not have large budgets to pay for extravagant book marketing campaigns. Fortunately, there are plenty of affordable and effective methods for getting the word out that help strengthen your author platform to sell more books. The below book marketing strategies for self-published authors represent a high-level look at various traditional and digital book marketing strategies.

Advanced Review Copies (ARCs)

Advance review copies also called advance reader copies, or ARCs for short, are bound and/or electronic copies of your completed book. You’ll want to send these to booksellers, book reviewers and to people you’d like to endorse your book. You can also bring them with you to readings or other events you plan for the purpose of promoting your book pre-publication. ARCs help build buzz for your upcoming release and help you gain blurbs to put on the cover of your finished book and in your book metadata. The key here is establishing that initial connection.

Tip Sheets

Tip sheets should be included with any ARCs you send or hand out. What’s a tip sheet? The tip sheet is one page that contains all the relevant sales information about your book, such as the ISBN, publisher/distributor, book length, publication date, and book description. Lend credibility to your work by crafting a comprehensive, readable tip sheet that sells your book at a high level.

One question you’ll want to answer when promoting your book to retailers is: what makes my book worth a seller’s while?

Retailers want to know how you can help them make money. Learn your market. Understand what fans of your genre are looking for, and play on those elements. Most importantly, have a plan in place and time your launch so it coincides with trade and retail calendars. But keep in mind; the bookseller isn’t going to market your book for you; that’s your job.

Author Website

Your author website is the go-to online space where readers can find out more about you and your work. Your author website should be the home base that links all your other social media accounts, news about your book, tour schedule (if relevant), and links to book reviews, etc. If you don’t want to build your own website, you can hire someone to do the building for you using a platform that makes it easy for you to edit and add to the site without outside assistance.


Don’t just have one; add to it consistently and frequently. Adding a blog to your author website keeps your readers interested in you and your work, and keeps your content fresh. You can even install a plug-in that automatically sends your posts to social media outlets like Facebook.

Social Media: Facebook, Twitter, Amazon, and Goodreads

Facebook, Twitter, an Amazon Author Page, and Goodreads are social media marketing outlets where you should have a presence as an author. You might even want to upload videos. The more hits and likes you garner across the internet, the more your book will get noticed. An online presence is crucial to increasing your book sales and is a strong addition to any book marketing strategy.

Book Publicity

Book publicity makes a big difference for self-published authors since typically it’s reserved for traditionally published books. Even if you are an introvert, you may want to consider getting publicity for your book. TV, radio, and good-old-fashioned print reviews and interviews are valuable components of a successful book marketing strategy. If you really want to make the most of conventional media, hire a professional with an established network of industry pros. You may also plan to have author events, such as signings and/or talks at bookstores, other retailers, book clubs, writing groups, and events hosted by professional organizations. A blog tour is another great way to interact with fans and potential new readers, gain a following, and promote your work.

Making a Connection

Good book marketing builds an attractive author brand. An attractive author brand leads to a healthy author platform capable of converting a one-time buyer into a fan for life. Rather than being “salesy” your book marketing should help foster relationships—with readers and booksellers. Though your goal is to sell more books, the story your marketing tells should be informative, engaging, and accurately positioned according to your style and genre.

There are tons of ways you can market your book and build interest. It’s important to take the time to get to know the buying habits of readers in your genre and create messaging that is relatable. A balanced mix of traditional and online tactics is a good place to start. You’ll often find many of these tactics overlap.

How you market your book isn’t the only factor to consider when it comes to successful self-publishing, but good book marketing is how readers will learn about you and your book.

The most important thing about a book marketing strategy is to have one. It might seem overwhelming in the beginning, but taking the first step is the hardest part. Consider hiring a professional for those areas of your plan that you don’t feel qualified to complete. And take advantage of available free resources like IngramSpark’s free online publishing courses, where you’ll find much more information on tactics that will help support your book marketing strategy.

Resources and Free Downloads

It’s time to stop wasting time – sign up for your personalized brand assessment.

Download your free Amazon cheatsheet.

How to get book reviews on Amazon in creative new ways.

Top 5 social media strategies for authors.


  1. Russell Brooks

    Hey, Penny,

    One takeaway from your previous book is that marketing books are personal, which is why paying for ads on social media and Google is ineffective. I participated in as many outdoor events in my hometown of Montreal and neighbouring Ontario to be as visible as possible. I could pitch my books to prospective buyers as though I were pitching a literary agent. This helped me sell many softcover copies and a few eBooks (directly from me). I made sure to autograph each copy and leave a business card. I also asked each purchaser to subscribe to my newsletter to keep these buyers updated on new releases or touring dates.

    • Penny Sansevieri

      Russell hi there, great ideas – you’re a really, really good self-promoter, too which is so key!


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