Marketing Strategy for Indie Authors: Tips for Beginners

Huge congratulations on publishing a book! But now comes the tricky part: marketing it. For aspiring indie authors, promotion can be really challenging. 

But don’t be afraid! You can build a fanbase and get book sales with the right strategy. Today, we’ll invite you to learn more about marketing for indie authors, from preparation to effective tricks.

Where to start?

Before jumping into practical things, you must set a foundation for your marketing. The goal isn’t to do everything but to focus on the proper steps that suit your book and audience. Here’s how to get started, step by step.

1. Study your target audience

Your book isn’t for everyone – and that’s okay! Figuring out exactly who your ideal readers are is the first step in marketing. Ask yourself: 

• Who will love my book? 
• How old are they?
• What are my audience’s interests and hobbies?

Once you have a clear idea of who you’re writing for, you can adjust your marketing efforts to appeal to those people.

To learn more about your ideal readers, join Facebook groups, browse Reddit threads, and read reviews of similar books. Pay attention to the language, interests, and problems your audience discusses. This insight will help you create messages that resonate and convince them that your book is precisely what they’ve been looking for.

2. Learn from your competitors and fellow authors

You don’t need to reinvent the wheel. Look at what other authors in your genre are doing. What works for them? What doesn’t? Check out their websites, social media profiles, and even their book covers. This will inspire you and help you avoid common mistakes.

Competitors can be a goldmine of ideas. Are they running book giveaways? Offering sneak peeks of upcoming releases? Creating engaging content? It’s all worth taking notes on. Plus, many indie authors are open to sharing their experiences – so don’t be afraid to seek advice.

3. Begin developing your author brand

One of the best things you can do for marketing at the beginning of your career is to build your brand. Potential readers may not yet know what your books are like. But they’ll definitely want to support that interesting and cool author they just happened to see somewhere but who has won their heart.

An author brand is more than just a logo or color scheme. It’s your voice, your values, and the experience readers get when they interact with you.

Ask yourself, What makes me stand out? Maybe it’s your sense of humor or deep passion for witchy things. Remember consistency is key here – whether it’s your website, social media, or email newsletters, make sure your voice and message are aligned.

4. Ensure your book looks professional

No matter how amazing your story is, readers will judge your book by its cover. Indie authors need to make sure their book looks polished and professional. That means a well-designed cover. To get it, you can hire a professional book cover design or buy a premade that matches genre standards and the audience’s expectations.

Don’t forget about proper formatting and an error-free manuscript. Consider hiring a layout designer and an editor if it’s within your budget. It’s an investment that pays off in credibility and sales.

What marketing strategies to use?

Now, you have a basis. Let’s break down some of the most effective marketing strategies you can use to promote your book.

1. Social media marketing

Social media is one of the most accessible ways to market your book. It’s free (unless you’re running ads), and it gives you direct access to potential readers. Platforms like Instagram, X, and Facebook are great places to engage with fans.

What content to post on social media in terms of marketing?

• Instagram: Show your book with beautiful visuals, post quotes, and use relevant hashtags. You can also make a cover reveal here to spark readers’ curiosity before the book is released.
• Facebook: Join or create groups related to your genre. Engaging with niche communities can spark word-of-mouth marketing.
• X: Use this platform for quick posts, sharing updates, or jumping on relevant conversations with trending hashtags.

When discussing SM marketing for authors, it’s vital to do it regularly. So, be sure to develop a content plan and stick to it.

2. Booktok

TikTok is also a social network, but you’re putting it out separately because of its massive impact on the industry. A survey conducted in May 2023 found that 48% of TikTok users in the United States and 53% of users in Canada reported reading more due to the influence of BookTok.

So, join this vibrant community of book lovers. Don’t you know where to start on BookTok? Here are some tips:

• Create short, engaging videos that show your book in action: think “day in the life” of a writer, character reveals, or “aesthetic” videos that capture your book’s mood.
• Participate in BookTok trends and challenges that align with your genre.
• Collaborate with popular BookTok influencers who can help promote your book to their followers.

This platform can really drive massive sales for some indie authors.

3. Email marketing

Email marketing is a powerful way to build direct, lasting relationships with your readers. If someone joins your email list, they’re already invested in your work, making them more likely to buy your next book or recommend it to friends.

To start with email marketing, follow these simple recommendations:

• Build your email list by offering free chapters, exclusive content, or updates in exchange for email sign-ups on your website or social media.
• Keep your emails personal and valuable. Share behind-the-scenes looks at your writing process, exclusive promotions, or sneak peeks of upcoming projects.
• Tools like Mailchimp can help you automate and manage your email campaigns easily.

Also, if you don’t have an author’s website, you can use Substack, a platform that combines blog and newsletter functions.

4. Ads

Paid ads are a direct way to get your book in front of new eyes. What popular platforms for book ads can you use?

• Amazon Ads. These Amazon marketing services are perfect for reaching readers already searching for books. You can target specific genres, keywords, or even competitors’ readers.
• Facebook & Instagram Ads: These platforms offer detailed audience targeting, allowing you to show ads to users based on their reading interests, behaviors, and demographics.
• BookBub Ads: BookBub is a popular book promotion site, and its ad platform lets you target readers by genre and authors they love.

Overall, running ads can give your book the visibility boost it needs, especially on crowded platforms. 

5. Networking

The writing community is incredibly supportive, so don’t hesitate to connect with other indie authors, bloggers, and book reviewers.

Check out this common ways of networking:

• Engage on social media with other authors in your genre. Share their work, comment on their posts, and support their efforts – they’ll likely do the same for you.
• Reach out to book bloggers and ask if they’d be willing to review your book or host an interview.
• Join online writing communities like Goodreads, Reedsy, or other forums where you can share advice, learn from others, and promote your book.

6. Offline events

While online marketing is crucial, don’t underestimate the power of in-person connections. Here are a few ideas for offline promotion:

• Attend local book fairs, author signings, and writing conventions where you can network and promote your book.
• Host your book launch party at a local bookstore or café. Invite friends, family, and readers for an intimate event to celebrate your release.
• Give workshops or readings at libraries, schools, or book clubs. These events help establish you as an author and give you direct access to readers.

After all, offline events allow you to meet readers face-to-face and create a lasting impression.

What to do during marketing?

Once your marketing campaign is running, you need to keep refining it to maximize success. Let’s look at three key steps to remember.

1. Track your results and effectiveness

Creating a marketing plan is just the start – tracking your progress is key to knowing if it’s working. So, what to track?

• Sales data. Track daily/weekly sales and spikes after campaigns.
• Website traffic. Use tools like Google Analytics to see visitor sources.
• Social media engagement. Measure likes, shares, and follower growth.
• Email performance. Check open rates and clicks to gauge interest.

Monitoring this data helps determine what’s effective and where to make changes.

2. Stay tuned to self-publishing news and trends

To stay competitive in self-publishing, keeping up with the latest news and trends is essential. Follow industry blogs like The Creative Penn, Self-Publishing School, and Self Publishing with Dale for tips, success stories, and updates on new platforms. 

Attending webinars and conferences, even virtually, can offer valuable insights from industry experts on marketing, publishing trends, and new technologies.

3. Update your marketing strategy regularly

Regularly update your marketing strategy to stay effective. Every few months, review your campaigns according to results. Try new platforms and adjust promotions to seasonal trends, such as promoting romance around Valentine’s Day.

To wrap up

There’s no one marketing strategy for indie authors, but with a mix of these tactics, you can find what works best for you. Stay consistent, keep experimenting, and most importantly, have fun connecting with readers who will love your work.