Writing your book is only half the journey—marketing it is the other half.
If you’re a self-published or indie author wondering how to create a book marketing plan without feeling overwhelmed, you’re not alone. Too often, authors skip this step and end up frustrated when their book doesn’t get the attention it deserves.
In this guide, you’ll learn how to build an author marketing plan that’s clear, simple, and designed to fit your personality and your book.
What Is an Author Marketing Plan?
An author marketing plan is your roadmap to making sure your book gets discovered and connects with the right readers. It outlines:
- What you’ll do to market your book
- Where you’ll show up (online/offline)
- When you’ll take action (pre-launch, launch, post-launch)
- Who you’re trying to reach
Without a plan, you risk doing everything—or nothing—and wasting time on tactics that don’t move the needle.
Step 1: Clarify Your Author Goals
Ask yourself:
- Do I want visibility, sales, email subscribers—or all three?
- Is this book part of a series or a one-time release?
- What does success look like 90 days after launch?
🎯 Pro Tip: Not every book needs a 10-step funnel. A short novella and a nonfiction workbook might have very different marketing plans.
Step 2: Identify Your Ideal Reader
Before you can sell anything, you have to know who you’re talking to. Ask:
- What genre am I writing in?
- What other authors does my audience read?
- Where do my ideal readers hang out online?
Create a basic reader profile to guide your messaging, tone, and platform choice.
Step 3: Choose Your Marketing Channels
You don’t need to be everywhere. Start with the platforms that best match your audience:
| Channel | Best For |
|---|---|
| Email List | Your most reliable long-term marketing tool |
| Visual storytelling, behind-the-scenes updates | |
| Evergreen blog content + nonfiction promotion | |
| YouTube Shorts | Book trailers, writing tips, reader engagement |
| Facebook Group | Community for serial content or reader Q&A |
🛠️ Want help deciding? → Download the Platform Comparison Guide
Step 4: Create Your Marketing Assets
Build these before launch:
- Author bio (short + long)
- Book description (Amazon-optimized)
- Website with email opt-in
- Lead magnet or reader freebie
- Newsletter welcome sequence
- 3–5 social posts for pre-launch or launch week
📥 Tip: Repurpose content across platforms to save time.
Step 5: Build Your Timeline
Pre-Launch (1–3 Months Before)
- Create lead magnet
- Set up email list
- Tease the book on social
- Build ARC or street team
Launch Week
- Email sequence to subscribers
- Social media countdown or giveaway
- Bonus content for early buyers
- Ask for reviews and shares
Post-Launch (1–3 Months After)
- Blog or podcast features
- Evergreen Pinterest or blog content
- Email funnel to nurture new readers
- Share reader reviews/testimonials
What to Avoid
- Marketing everywhere with no clear goal
- Focusing only on launch day
- Skipping email list setup
- Ignoring Amazon metadata and categories
- Quitting too soon—book marketing is a long game
🎁 Get Your Free Author Marketing Plan Template
Need help getting started?
Grab your free Author Marketing Plan Template and take the guesswork out of organizing your visibility strategy.
- ✔️ Editable planning worksheet
- ✔️ Channel comparison guide
- ✔️ Sample 7-day launch checklist
📥 Click here to download your free plan
Final Thoughts
Your author marketing plan doesn’t have to be perfect—it just has to be intentional. The more you plan, the more confident and consistent your efforts will feel.
Whether you’re launching your first book or growing your backlist, your visibility starts with strategy. 🎯
👇 Ready to get organized?
Download the free plan and start mapping your journey today.
