Marketing

How to market your novel

You might think that marketing comes after publishing, but you would be wrong. The truth is, marketing begins long before your book hits the shelves. You are not just selling a story, you are building interest, trust, and anticipation. The earlier you start, the stronger your launch will be.

Marketing focuses on two main fronts: traditional publishing and self-publishing. They share many of the same principles, but the approach and responsibility differ. Let’s look at how both work, what makes marketing successful, and of course, the elephant in the room, cost.

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Why marketing starts early

Marketing early means creating awareness. Before anyone can buy your book, they need to know it exists. This includes:

• Building your author presence (website, social media, or blog)

• Talking about your writing journey

• Sharing progress updates or sneak peeks

• Creating connections with readers and other writers

You are not shouting “buy my book,” you are inviting people to care about your story and the world behind it.

Even if your book is still in development, start showing up. People love watching a project come to life.

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Marketing in traditional publishing

If you are working with a traditional publisher, they will have a marketing department. However, that does not mean they do everything for you. Most authors are still expected to promote their own books.

Your publisher may handle:

• Press releases and media coverage

• Placement in trade catalogues or book fairs

• Advance reader copies for reviewers

• Launch events or book tours (usually for established authors)

You will likely need to handle:

• Personal social media promotion

• An author website or newsletter

• Direct engagement with readers

• Speaking appearances or podcast interviews

Even in traditional publishing, the most successful authors are those who work alongside their marketing team instead of relying on them completely.

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Marketing in self-publishing

When you self-publish, you are the entire marketing department. That may sound daunting, but it gives you full control. You decide how to position your book, where to promote it, and how to build your audience.

Key self-publishing marketing tools include:

• A professional book cover and strong blurb

• A clear author brand with consistent tone and voice

• Social media accounts that reflect your writing identity

• Book launch campaigns using giveaways, pre-orders, or reader magnets

• Early reader reviews and feedback

• Email lists to connect directly with readers

• Optimising categories and keywords on Amazon for visibility

Self-publishing requires consistency and patience, but it rewards authenticity. Readers connect with authors who feel real, approachable, and invested in their work.

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Building your author platform

Your author platform is how readers find and recognise you. You do not need to be everywhere, but you should be somewhere. Choose the spaces that suit your style:

• Website or blog for updates, book information, and newsletters

• Instagram or TikTok for visual storytelling

• X (formerly Twitter) or Threads for conversation and community

• Facebook groups or Reddit forums for genre-specific discussion

Be consistent and genuine. Share behind-the-scenes insights, small victories, and moments of honesty. People follow people, not advertisements.

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The marketing timeline

Here is a simple timeline to keep you on track.

6–12 months before release

• Build your online presence

• Share early artwork, worldbuilding notes, or excerpts

• Connect with readers and other writers

3–6 months before release

• Reveal your book cover and blurb

• Announce pre-orders or a release date

• Send early copies to reviewers and book bloggers

Launch month

• Post regularly about your launch

• Encourage early reviews

• Take part in podcasts, interviews, or local events

After launch

• Keep momentum with promotions, giveaways, or short bonus content

• Thank your readers publicly

• Begin mentioning your next project

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The cost of marketing

Marketing can be expensive, so it is important to plan ahead. The key is to decide what you can manage yourself and where to invest.

Common marketing costs include:

• Professional cover design (this is essential)

• Paid advertisements (Amazon, Facebook, or BookBub)

• ARC distribution or promotional materials

• Website hosting or email services

• Printing costs for author copies and giveaways

If you are on a limited budget, start with organic marketing. Build relationships, post regularly, and focus on connecting with your audience. Paid marketing can come later when you have a clear idea of who your readers are and what they respond to.

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Measuring success

Marketing is a long game. A single post rarely makes a bestseller. Consistency, engagement, and authenticity are what build lasting results.

Track progress by:

• Watching book sales and website traffic

• Monitoring engagement on posts

• Tracking newsletter growth

• Listening to reader feedback and reviews

Celebrate small wins. A kind review, a growing mailing list, or a follower who says your post inspired them are all signs that your effort is working.

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Common pitfalls

• Waiting until after release to start marketing

• Focusing only on selling rather than building relationships

• Posting inconsistently or without purpose

• Spamming followers with repetitive sales links

• Neglecting the importance of a professional book cover and blurb

• Ignoring newsletters or reader groups

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The goal of marketing

Marketing is not only about selling your current book. It is about building recognition and connection that will carry through every project you write. A strong marketing strategy makes each launch easier and helps readers stay with you for the long term.

Whether you are working with a publisher or publishing independently, marketing is part of the creative process. You are not simply promoting a product. You are inviting readers into the world you built and giving them a reason to come back for the next one.

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Summary: Marketing

• Marketing begins before publication, not after

• The goal is to build awareness, interest, and connection with readers

• Traditional publishing provides some marketing support, but authors still need to self-promote

• Self-published authors handle all marketing but gain full creative control

• Build an author platform early through a website, social media, and newsletters

• Be consistent and genuine; focus on connection, not constant selling

• Plan marketing across a timeline: pre-launch, launch, and post-launch

• Use organic marketing first if funds are limited, then expand with paid ads

• Budget for essentials like a professional cover, ARC distribution, and hosting costs

• Track progress using sales data, engagement metrics, and reader feedback

• Avoid common pitfalls like inconsistent posting or over-promotion

• Marketing builds long-term trust and visibility, not just short-term sales

• Treat marketing as part of the creative process, not an afterthought