Post-Publication Book Promotion Strategies

After your book is published, your focus shifts towards creating awareness of your work and driving sales:

• Organize book signings and launches to meet your readers and sign copies of your book. (While you will make income from book sales, a lot of these events for debut authors are set up and paid for by the writer, rather than the publisher.)

• Pitch to bookstores and libraries to feature your work and set up a meeting with readers.

• Reach out to book clubs and reading groups, offering to participate in Q&A sessions and discussions of your work.

• Use technology to reach a wider audience: create virtual book tours, participate in podcasts, do newsletter swaps with other authors who have a similar audience, and use digital advertising (Facebook and Amazon are good choices, as readers already congregate there).

• Consider hosting giveaways to incentivize readers to spread the word about your book.

More Book Promotion Strategies

Here are some additional author promotion strategies to consider:

• Offer free content like educational resources, sneak peeks at your upcoming work, and exclusive content to your readers as part of an author newsletter. Your readers will appreciate that you’re giving them something for free, and these behind-the-scenes peeks can build a loyal following.

• Create or join an author group to connect with writers and readers and to share tips, resources, and promotional opportunities.

• Host a webinar or an online course that highlights your work and demonstrates your expertise on writing and publishing or a topic relevant to your book’s content (this is, of course, easier for nonfiction writers, but every fiction story is also about something).

• Collaborate with other authors who write in your genre to cross-promote each other’s work and tap into each other's audiences.

• Lastly, consider investing in paid advertising to drive email newsletter signups in exchange for free content alongside your other book promotion strategies and keep a fresh stream of potential fans flowing into your funnel.

Budget and Materials

Book promotion strategies can be expensive, so it's important to factor in your budget.

• Build a promotion budget that includes costs for print and promotional materials, events, travel, advertising, and professional services like cover design, editing, formatting (especially relevant for those who are self-publishing) and book trailers.

• Ensure you have professional-looking author materials like author bios, press releases, bookmarks, and other swag.

• Create a marketing plan to go with your budget, outlining specific promotion activities, timelines, and expected outcomes. Continuously monitor the effectiveness of your promotion activities and adjust the budget and strategy accordingly. (A lot of writers don’t see immediate traction and give up, but any of these book promotion strategies are going to work better with consistency and perseverance.)

Writing a book is a monumental undertaking, and promoting it can feel intimidating. But with the book promotion strategies I’ve covered here, you'll be well equipped to market your book. Remember that there is no one-size-fits-all plan, so adapt your marching orders to fit your book and your audience. Don't be afraid to try new things, and be intentional in your promotional efforts. Also, keep working on your next project, as your books are about to become your calling card.