Best Book Marketing Practices

While I’m a book cover designer by profession, not an author, I’ve noticed that many successful marketing strategies apply universally, regardless of your position in the publishing process. The principles of discoverability, engaging with your audience, and building credibility through authentic communication are just as relevant for graphic design as they are for writing. In preparing this article, I made a point to research and highlight publishing-specific strategies, aiming to provide practical guidance that will be especially useful for new self-publishing authors navigating both the creative and promotional aspects of their journey.

In this article, we will go over some of the well-established practices of book marketing that are especially useful if you are a self-publishing author. As an independent author, you have the creative control – but also the responsibility of promoting your work.

Making sure readers can easily find your book online comes down to discoverability. This is essentially how well your book appears in online search results, whether it’s a simple Google search or a dedicated platform search like Amazon and Goodreads, or the ever-faster-growing AI search.

Here are some actionable tips to help you improve your book’s discoverability in the digital marketplace.

1. Optimize Your Metadata

   
   

   Crafting precise, keyword-rich metadata is especially important for self-publishing authors. This includes your book’s title, subtitle, author name, description, and other useful keywords. Think like your potential reader: What would someone type to find a book like yours? Write a clear, enticing description that highlights the unique value of your book and encourages readers to click through.

   
   

   Some SEO experts, like Kyle Wycoff, suggest that even before deciding your book’s title, you should do some research and consider what SEO impact it may have. She also suggests potentially having an important keyword in the title itself.

   
   

2. Build a Strong Social Media Presence

   
   

   Social media platforms are very convenient places for you to build a real and authentic relationship with your readers. You can share snippets, teasers, and updates about your books.

   
   

   A good practice is to build your social media presence well before the launch of your book. You can use this time to build an audience, spark interest, and share your creative process and mission.

   
   

   If your time is limited, focus on one or two platforms where your audience is most active and commit to consistent engagement. Regular posting and interaction not only keeps you visible to readers but also helps social media algorithms boost your presence, leading to broader reach and faster organic growth over time.

   
   

3. Seek and Promote Reader Reviews

   
   

   Reviews and mentions improve your book’s visibility on both dedicated platforms, like Amazon, and general ones like Google search. This is why you should encourage readers to leave reviews. They also help build your credibility.

   
   

   Having early reviews come in is crucial. Reach out to beta readers or use services like NetGalley. Include a polite review request at the end of your book. Reach out to bloggers, Bookstagrammers or BookTubers for reviews and mentions. This will also build backlinks, which will help SEO.

   
   

4. Build an Author Platform

   
   

   I intentionally use the term author platform as opposed to the more common author website. Some of the activities encompassed in this term we have already touched upon, such as social media presence. You can think of a website as your digital headquarters and an author platform as an effort over the course of your career that includes activities such as writing a blog, e-mail newsletter, speaking at and attending events, finding meaningful ways to engage with your target audience, etc.

   Jane Friedman, a leading publishing expert, explains the importance of platform-building in her article A Definition of Author Platform. Your platform is the foundation for long-term reader engagement and discoverability.

   
   

5. Give Away Free Material
   

   Sharing a book chapter in exchange for a subscription is a great way to reach new potential readers. It allows your future readers to see your writing style or understand your competence on a certain topic before deciding to buy your book. This will build a genuine relationship and trust between you and your audience.

   Another way to generate early interest and excitement with your audience is to create giveaways, such as a signed book copy or an e-book. This can help grow your email list and drive organic customer growth.

   
   

6. Distribute widely

   
   

   Make your book available on multiple platforms: Amazon KDP, Kobo Writing Life, Apple Books for Authors, Barnes & Noble Press, and local library e-book services. The broader your reach, the greater your chances of discovery.

   
   

   Of course, to tailor a publishing strategy suitable for you, it would be useful to weigh-in on the pros and cons of each platform. Here are some insightful articles and videos that break that down in an easy-to-understand manner:

   The Independent Publishing Magazine article: Should I Use KDP or IngramSpark to Distribute My Book by Sarah Kolb-Williams

   Kitaboo article Best Publishing Platforms for Indie Authors (2026) by Mike Harman

   The Best Book Publishing Companies (2025 Guide) by selfpublishing.com

To Summarise

Building a successful author platform is an ongoing effort. By actively engaging with your audience through multiple channels—be it blogs, newsletters, events, or strategic giveaways—you lay the groundwork for lasting connections and increased reader loyalty. These efforts, combined with thoughtful distribution choices, enhance your visibility and position your work for greater discovery in an increasingly competitive publishing landscape.

Ultimately, the key to long-term success as an independent author lies in a multifaceted approach. Offering value to your readers, fostering genuine relationships, and making your books widely accessible are all essential components of a strong author platform. By embracing these strategies and staying informed about the evolving publishing ecosystem, you can maximise your reach and ensure your stories find their audience.