96 Book Marketing Ideas That Actually Work in 2026

Writing a book is an incredible achievement. But to get your work the attention it deserves, you need a solid book marketing plan — and that’s where this guide comes in.

Here, we provide over 90 book marketing ideas — from the fundamentals to more advanced strategies — from which you can pick and choose between as you see fit. In fact, you’ll see the most success if you identify two or three primary channels and invest your time (and money) into them deliberately.

For those just dipping a toe into the marketing waters, we’ll begin with the essentials. Those who are more advanced, feel free to skip ahead! We’ll be covering the following:

Book marketing basics

While each book marketing plan will look slightly different, there are a few things that need to be in place before any other tactic can work.

If you take nothing else away from this article, let it be the following rules of thumb:

1. Start marketing at least 10-12 weeks before your book is published.
2. Invest in a mailing list, as it’s still the most reliable long-term strategy for indie authors.
3. Optimize your Amazon keywords and categories to get great ROI for your time.
4. Remember that fiction and nonfiction require different marketing approaches.
5. Treat your book marketing as an ongoing process, not a one-time effort.

Let’s look at some of those fundamentals in more detail. Or if you want a free marketing guide you can download and read at your leisure, check out How to Market a Book: Overperform in a Crowded Market, written by our very own Ricardo Fayet. 

1. Start with your book’s metadata

For your book to be discoverable at all, its metadata must be clear and correct. This includes the title, subtitle, author name, description, and keywords when you publish through your retailer of choice.

Think of metadata like the Dewey Decimal System; if your book is not shelved in the right section, it will be impossible for readers to find. We’ll talk more about how to optimize your keywords and categories later, but for starters, just make sure you have them and that they’re consistent across retailers.

2. Create an author website

Every author needs a website they can tailor to their needs. Indeed, this is one of the only marketing avenues fully within your control (unlike retailer listings and social media accounts, which are subject to the whims of algorithms).

Website builders like WordPress, Squarespace, and Wix make setup straightforward and affordable. You can also hire a web designer for a more customized experience. At minimum, though, your site needs a homepage with your book(s), a bio, an email sign-up form, and store links. Speaking of which…

3. Set up clean store links

Once your book is published, you need clean, shareable links for each retailer. For Amazon, remove everything from the URL except "/dp/[alphanumeric code]", like so:

https://www.amazon.com/dp/B08TZJQ1FB

If you’re publishing on other stores and platforms, it’s easy to generate links for those apps as well. Include all these store links on your website to lower readers’ barrier to purchase.

4. Choose 1-2 social platforms and show up consistently

Being active on social media is just as important as having a website, if not more so. Luckily, if you don’t already have social accounts, they’re easy to set up.

Start with a popular platform like Instagram, TikTok, X/Twitter, or Substack (where you can now create short posts in addition to longform ones). Depending on your interest and capacity, you might also expand to other more niche platforms, like YouTube and Reddit.

But for the most part, mindful marketing tends to be more sustainable, so pick just one or two platforms where your readers spend their time, and show up there consistently. Don’t spread yourself too thin; social media done poorly can backfire more than not doing it at all.

We have some more social media content tips later in this article, so stick around for those.

5. Interact with readers

Marketing is not a one-way street; it's a conversation. In order to attract readers, you need to interact with them. Reply to comments, answer questions, and offer your most loyal fans exclusive access to your content.

Remember, you don’t need to have a huge audience. This 2024 business research report shows that micro-influencers (those with 5,000-50,000 followers) tend to be more effective at social media marketing than much bigger accounts. To that end, remember that quality over quantity should always be your guiding principle for reader interaction.

6. Connect with other authors in your genre

Don’t forget about your fellow author either. One of your most valuable marketing relationships is with authors who write for the same readers you do. Newsletter swaps, cross-promotions, joint giveaways, and blurb exchanges are all great ways to mutually boost each other.

7. Make book reviews a priority from day one

Never underestimate the importance of book reviews. Start pursuing them at least 8 weeks before your launch. Reach out to ARC readers, book bloggers, and genre-specific reviewer communities early. Ask them to post their reviews on and around your release day.

Reviews are crucial because they serve as social proof for undecided buyers and as indicators to Amazon and other retailers to show your book more widely. On Amazon, for instance, you need at least 10 reviews to be included in “also bought” sections. If you want to level up further, you need 50+ reviews to be considered for BookBub Featured Deals in most genres. So don’t sleep on getting reviews; while it may be a challenge, your efforts will pay off come launch day.

8. Use a lead magnet to kickstart your email list

A lead magnet is something you offer readers in exchange for their email address. You might send the first chapter of your book, a prequel novella, or some other exclusive bonus content to readers who sign up to your newsletter. Or for nonfiction: templates, checklists, or a condensed version of a key chapter work well.

The goal is to capture interested readers who aren’t ready to buy yet, but might be in the near future. By having them sign up to your newsletter, you can “nurture” them to eventually become paying customers.

9. Run strategic price promotions

Running price promotions (temporarily discounting your book, or offering it for free) is a highly effective way to climb Amazon's bestseller rankings. The goal here is obviously not to make money, but instead to gain reviews and greater visibility.

If you’re looking for more insights on this topic, we have a whole section dedicated to it here.

10. Treat book marketing as an ongoing process

Finally, remember your book marketing window doesn’t close after launch week. Going forward, you must continue to monitor and analyze your marketing efforts to see what needs adjusting. 

The silver lining here is that you don’t need to run yourself ragged around launch day. Instead, sustain a constant, low level of thoughtful activity. That might look like updating your keywords, running occasional price promotions, publishing new content on your socials, or regularly sending out a newsletter. 

Now let’s get into the real nitty-gritty, starting with the core of any successful marketing campaign: a marketable product.

Solidifying your book’s fundamentals 

The thing about marketing is that it can only amplify what’s already there. A poorly edited book with a bad cover can’t be saved by a high ad spend. With that in mind, here’s how to get your ducks in a row.

11. Invest in professional editing

Marketing simply cannot overcome pages of typos, poor pacing, or major structural problems. So if you haven't had your book professionally edited, consider this your reminder to do so. You can browse professional editors here to find someone who specializes in your genre.

12. Design a genre-appropriate cover

A strong book cover isn’t just a nice-to-have; it’s your main marketing asset. Remember, your cover appears on every retailer page, in every ad, and in many of your social media posts.

In fact, according to our analysis, a professional book cover redesign can increase sales by up to 50%. You have to make sure it’s attractive, genre-indicative, and works at thumbnail size. To understand the visual conventions of your genre, look at the bestsellers in your category. You can include some of these in your design brief when you hire a cover designer.

13. Write a compelling book description

Your book description is the second thing a reader sees after your cover, and it has one job — make them want to keep reading. In that vein: lead with your hook, clearly establish the stakes, and end on an open question or irresistible premise. For nonfiction, make a clear promise of transformation ("By the end of this book, you will know how to…").

See our full guide to writing a book description for more details.

14. Polish your opening pages

Many retailers also allow customers to read a short excerpt before committing to a book. Amazon’s “Look Inside” feature, for instance, defaults to showing the first pages of a book to every potential buyer.

So while your whole book should be thoroughly edited — as noted above — it can be worth spending a little extra effort on your first chapters. If the opening is slow, confusing, or otherwise less-than-riveting, it will cost you sales. Consider getting a beta reader or two to read just your first few pages and tell you whether they’re sufficiently engaging to readers.

15. Write a strong author bio

Like your cover and description, your author bio also appears in countless places where you promote and sell your book, so don’t skimp on this either. For nonfiction especially, your bio is a core credibility signal. Lead with your most relevant credentials, previously published work, and any significant achievements in your field. 

Fiction readers are less likely to look closely at your author bio, but you should still have a strong one prepared. Make it consistent with the tone of your books — a cozy mystery author might opt for warm and witty, while a thriller author might be more darkly funny in their bio.

16. Refresh your product pages regularly

Finally, remember to update your product info from time to time. If sales have slowed, update your description with new review quotes, adjust your keywords and categories to reflect current trends, or test out a new retailer. A cover redesign could also be worth considering if your original cover no longer matches genre conventions.

A stale product page can kill your sales over time, so don’t get complacent.

Finding your target audience

Many of your marketing activities will depend on your target audience — the specific group of readers most likely to buy and enjoy your book. There are a few ways to go about identifying your target audience, which we’ll cover below.

17. Research comparable books and their readers

Firstly, you can search Amazon for your comp titles — books that are similar to yours — and study the top results. See which categories they rank for (under “Product Details”), their blurbs, what reviewers say, and the "customers also bought" carousel at the bottom of the page. 

All this will give you a sense of a) the realistic size of your target market and b) the language that authors and readers use around this type of book.

18. Build a reader persona

Once you’ve analyzed your competition and the readers they’re attracting, try to create a brief description of your ideal reader. Note down age range, reading habits, other authors they love, how they discover new books, and what they're hoping to feel when they finish books like yours. 

The purpose is to have a concrete person — or proto-persona — in mind every time you make a marketing decision, so you’re not marketing to an abstract mass.

19. Discover where your readers spend time online

Once you have your initial proto-persona, start looking for them in the wild, aka online. Where do they spend their time?

Consult Goodreads shelves for your genre, Reddit communities (r/fantasy, r/romancebooks, r/suggestmeabook, etc.), BookTok hashtags, and Facebook groups for readers of comparable authors. See what they say about the books they love. This research will tell you more about how to market your book than almost any technical tool.

20. Identify what sets your book apart

Effective marketing strikes a balance of proximity and differentiation. You must show readers how you’ll be able to meet their expectations and offer them something new. 

For fiction, this means leaning into certain tropes while also emphasizing your book’s unique elements. A tagline like "a slow-burn enemies-to-lovers romance… set in the competitive culinary world" will be more memorable than “a rom-com for the ages.”

For nonfiction, consider your angle combined with your own personal authority. What have you done or experienced that no one else has? Let the answer steer your marketing efforts.

Building your email list

As we’ve touched on, an email list is (still) one of the most reliable marketing channels you have at your disposal. You can run it the traditional way, through a service like MailChimp, or in a more “modern” way, through a platform like Substack or Medium.

Regardless, the guiding principle remains the same: these warm leads are much more likely to purchase your book than total strangers. So make sure you keep them “warm.”

21. Choose the right email platform

MailChimp and MailerLite are still two of the most widely used platforms for authors in 2026. Both offer free tiers for lists under 1,000 subscribers, and provide data on open rates, click rates, and unsubscribes, which can help inform your newsletter strategy.

Substack or Medium are also worth considering if you want to have a public-facing newsletter alongside a private list. Some authors have even built paid subscriber bases of thousands of readers — the free newsletters draw them in, and once they know they like the author, they’re more willing to pay $5-10 per month for exclusive content.

22. Don’t treat it as a generic sales channel

To retain subscribers, you can’t just be constantly advertising your book — your newsletter must provide value in its own right. Readers subscribe for unique content, stories, recommendations, behind-the-scenes access, etc. Build goodwill with these types of value-first emails before asking for a review, a purchase, or a share.

A good rule of thumb is to send three or four value emails for every transactional one, and/or to keep any transactional requests to a brief section at the end of your newsletter.

23. Add email sign-up opportunities everywhere

Your email sign-up should appear in your website header, footer, the back matter of every book you publish, your social media bio, and in the presentation slides for any speaking engagement or webinar you do. Consider creating a QR code that users can scan to sign up directly.

Also, remember that clear messaging works better than general; instead of "Sign up for updates," try "Sign up to get a free prequel novella." No need to be coy — tell them exactly what they’re getting, then deliver on it.

24. Use exit pop-ups on your website

An exit pop-up — triggered when a visitor moves their cursor toward the browser tab — helps capture visitors who would otherwise leave your website without subscribing. Again, the offer in the pop-up should be specific (a free chapter, a short story, a checklist), not generic. Test the headlines you use over time and switch out any low-performing ones.

25. Design lead magnets for your genre

We’ve already spoken about why you need lead magnets, but here’s a reminder to make them genre-specific. For instance:

• Romance/fantasy/thrillers: A free prequel novella or the first book in a series (since these genres have particularly voracious readers).
• Literary fiction: An exclusive short story or an annotated chapter with author notes.
• Nonfiction (self-help, business): A template, checklist, or "starter kit" related to your book's topic.
• Nonfiction (memoir/narrative): A bonus chapter or extended epilogue.

All that said, “bigger” magnets do often get better ROI, regardless of genre. If you can afford to give away an entire book as your reader magnet, you should consider it.

26. Run subscriber giveaways

Giveaways are another great way to attract readers. If you write horror, for example, give away a classic horror anthology. If you write cozy mysteries, give away a tea-and-book bundle. The prize doesn’t need to be your own book — the goal is simply to attract readers who would be interested in your work, so you can convert them sometime in the future.

27. Build your list with Meta ads

Meta ads (on Facebook and Instagram) don’t just boost your sales (which we’ll talk about later); they can also attract new newsletter subscribers.

While these mailing list ads may not convert as “directly” as book ads, they often have a lower cost per acquisition — because people are more likely to sign up to a free newsletter than they are to buy a book. For those just starting out, it can be a great way to gain subscribers quickly.

28. Email your list 2-4 times per month

Once you have some subscribers gathered around your virtual campfire, keep them “warm” with regularly scheduled content. We’d suggest sending around 2-4 emails per month. More frequent contact can lead to fatigue and annoyance; less frequent contact means subscribers can easily forget who you are.

The only exception is around your book launch, when you can justify ramping up to daily emails (though still just for a few days!). Other than that, stick with the 2-4 emails/month guideline.

Social media marketing

As touched on above, choosing the right platform matters more than showing up everywhere. Here’s a quick overview of where social media marketing efforts are more likely to pay off by genre and/or goal:

• Goodreads remains a crucial discovery platform. All authors should, at minimum, claim their profile and books on Goodreads.
• TikTok is most influential for romance, romantasy, fantasy, thriller, and YA.
• Instagram performs well for similar genres to TikTok, especially for authors with strong visual brands.
• YouTube is great for authors who create educational or advice-oriented content.
• Substack may be most useful for nonfiction authors who can post essays and articles. 
• LinkedIn is essential for business, finance, leadership, and other professional nonfiction authors.

You can learn more about social media for writers in this post — but we’ll also cover the key essentials below.

29. Maintain your Goodreads author profile

Claim your author profile through the Goodreads Author Program. Then keep your bio and book list current — and try to engage actively by marking books as “read” and leaving ratings.

Readers who follow you on Goodreads receive notifications when you publish. This is a free, high-intent audience worth building consistently. It can also be linked from all your other socials.

30. Create your own content

Naturally, you also want to attract followers by creating your own content. As an author, you might showcase your writing process, tease plot points, react to reader theories, share the music or mood board that inspired your book, or simply talk about why you wrote it.

You don’t need professional equipment for this. In fact, much of social media marketing appeals because of its “homemade” quality. Feel free to keep your posts casual — but stay authentic, as readers can sense phoniness a mile away.

31. Run social contests and interactive promotions

Fan art contests, character naming polls, caption competitions, and book-themed trivia can generate more likes and comments. These work especially well on Instagram and TikTok, where the algorithms are especially engagement-led.

32. Host live Q&As and AMAs

Live sessions on platforms like Instagram, TikTok, YouTube, and Twitch also allow readers to interact with you directly. Even the occasional “Ask Me Anything” can be a good investment. Not only do these kinds of live events connect you with readers, but they also result in content that you can repurpose into newsletters or blog posts for those who didn’t catch the live session.

33. Repurpose short and long-form video

Any short-form video you create for one platform can be re-uploaded to others with minimal extra effort. However, remember that each platform has its own logic. Opt for native uploads rather than “re-posts”, using each platform’s internal system.

Also, obviously pay attention to what does well. The same video might perform 10x better on one platform than another, and you could then hone your strategy based on that.

34. Post a “vibes”-based trailer for your book

A 10-30 second video capturing your book's emotional premise — atmosphere, tone, and feeling rather than plot summary — can do great on Instagram Reels and TikTok. This can work especially well for genre fiction with a strong visual identity: fantasy, thriller, romance, horror.

35. Do a cover reveal

Lastly, in a similar vein, you can turn your cover reveal into a main event. A few months before your release, start hinting at what your cover will look like; post a close-up, a blurred version, or even “comp covers” that look similar to yours in order to tease your audience.

Then whenever you set up pre-orders, reveal the cover in full — and continue to show it on social media, in your newsletter, etc., as it will continue to be a huge marketing asset.

Collaborating with fellow authors

Rather than gatekeeping, partnering up with authors in your genre can help you both grow your audiences. Here are some ways you can do just that:

36. Find suitable cross-promotion partners

To find good partners, start with authors whose books appear in the “Also Bought” carousel on your Amazon page. Reach out via email or DM them on socials with a friendly message. Try to personalize each message a little bit, so it feels like you’re interested in building a relationship and not just ticking them off your list.

37. Offer a newsletter swap

Once you’ve established contact, pitch a newsletter swap. This is where you mention another author in your newsletter, and they do the same for you — or take it even further by writing each others’ newsletters in full. Try to time the swap when you both have a launch or price promotion running, to give readers concrete action to take.

Lastly, make sure your lists are comparable in size and engagement. Otherwise, you could end up doing a much bigger favor for your fellow author than they’re doing for you.

38. Trade social media shoutouts and takeovers

A social media shoutout is another simple yet effective way to collaborate. On Instagram, a day-long Stories “takeover” can be a playful way to introduce yourselves to each others’ followers. Or if you’re both on a text-based platform like X, Bluesky, or Threads, see how long it takes for your followers to realize another author is posting instead of you. Make a game of it!

39. Share guest posts

If you both have well-trafficked blogs, you can also offer to swap guest posts. Just make sure you have something more useful to offer their readers than a thinly veiled advertisement. A thriller author writing a guest post on the type of forensic research they’ve done will create far more goodwill (and clickthrough) than a surface-level promotional post.

40. Co-host webinars and live events

A joint webinar or live Q&A with another author in your genre is another opportunity to create crossover appeal. These work especially well when framed around craft or genre, rather than a specific book. “Two cozy mystery authors discuss how they build their fictional towns” is much more compelling than “Two authors discuss their latest releases.”

41. Put together bundles, anthologies, and box sets

Bundling books with other authors in your genre for a limited-time box set or anthology is another great discovery tactic. Romance, cozy mystery, and fantasy communities have well-established anthology infrastructure that makes this easier to organize than it sounds.

Participating in reader and writer spaces

Not all growth needs to be self-generated. Some of the best visibility comes from showing up where readers and writers already gather. These spaces offer something algorithms can’t: real-world credibility, organic discovery, and the chance to form lasting industry relationships.

42. Engage with reading communities

Use your social media accounts to participate in existing communities. Your readers will gather in genre-specific spaces: think Facebook groups ("Cozy Mystery Readers," "Epic Fantasy Fans"), Reddit communities (r/fantasy, r/romancebooks, r/horrorlit), and Discord servers. 

Participate genuinely — as a fellow reader, not as a marketing author. Book marketing is about building relationships, not just a transactional, one-way broadcast. Answer questions, join discussions, and recommend other books. Once you’re trusted in these communities, talking about your own book will feel organic rather than contrived.

43. Speak at writing conferences and events

Speaking at industry events — writing conferences, industry panels, genre conventions — can also help build your credibility, particularly for nonfiction authors. Look for events relevant to your genre or topic. Having a speaker credit on your resume is also a strong authority signal that will benefit your online presence and overall reputation.

44. Attend book festivals

Similarly, book festivals — from local literary events to major ones like Brooklyn Book Festival — offer concentrated reader and industry access. Come prepared with a good logline, bookmarks or postcards to give away, and plenty of genuine enthusiasm. Treat every conversation as a potential partnership rather than a transaction; you never know where a relationship might lead, and you’ll have more long-term success if you’re not just constantly pushing book sales.

45. Lead a workshop or webinar

Workshops and webinars are another tried-and-true marketing tactic. The content can be whatever you like: a webinar on how to come up with great story ideas, a workshop critiquing other people’s writing, or anything else your followers would like to see.

Indeed, with book marketing, remember it all comes back to that target audience. When in doubt, think about what they really want — not merely what would be most convenient for you.

Getting reviews and creating buzz

Even the greatest book can’t sell from nothing. This is why gaining reviews and early buzz around your book is so important. The goal isn’t just volume, but visibility: getting your book in front of the right readers, at the right time, with sufficient hype to spark word-of-mouth.

46. Collect blurbs and testimonials early

First off, get your endorsement in place. Reach out 3-4 months before publication — to fellow authors, bloggers, and experts whose readers overlap with yours — and be specific about what you want. In many cases, asking for something small can lead to a great payoff. A two-sentence blurb from a bestselling author in your genre might significantly boost your conversion rate!

47. Pitch ARCs to creators and review sites

Next, you’ll want to line up a handful of established reviewers and other creators to read ARCs of your work, so their reviews will be ready for your launch. Note that most people will need at least 8-12 weeks’ lead time to read your book, so don’t wait on this step.

You can look for creators on social media. Aim for “micro” influencers of 5,000-50,000 followers, as they will likely be more receptive (and their followers more targeted!) than those with much larger followings. You can also check out this directory of book review blogs to pitch. 

Finally, remember to personalize your outreach; you’ll get better results from 10 customized emails than 100 clearly generic, mass-delivered emails.

48. Distribute your ARCs through bespoke platforms

On top of the reviewers you’ve already found, you can get even more early readers simply by listing and distributing your ARCs on platforms like NetGalley and BookSirens. Anyone can request an advance copy of your book through these platforms, so you’re not relying solely on the leads you’ve generated yourself.

49. Build your launch team

The last piece of the reviewer/creator/reader puzzle is building your hands-on launch team. This team should consist of 20-30 engaged readers whom you recruit from your email list and social media accounts.

In theory, members of this launch team shouldn’t just read your book and post their reviews. They should also be creating their own social media posts about it, re-posting your promotional content, and essentially plugging your book every (organic) chance they get.

Once again, for optimal results, start reaching out to people 10-12 weeks before your launch. You’ll probably want to cast a wide net with a newsletter first, then go from there.

50. Try a blog tour

Don’t limit your blogging activities to author cross-promotion! You can go on a full-blown blog tour simply by doing a little more research to find additional websites. Reach out to them with guest post pitches, ARCs of your book, and anything else that might interest them.

51. Seek out podcast slots

If you’re a good speaker, you can also offer yourself up as a podcast guest. Just make sure the podcasts you reach out to are relevant to your audience. For example, if you’ve written a book about home improvement, don’t pitch yourself to a “Bodice Rippers” romance podcast; find a lifestyle or DIY hacks podcast instead.

52. Submit to Reedsy Discovery 

You can also submit your book to a review service like Reedsy Discovery. This gets you a professional, high-quality editorial review that you can use in your marketing materials. Particularly if you are struggling to squeeze thoughtful, detailed reviews out of your individual early reviewers, going through a professional service like this could be the key.

53. Amplify through other book promotion sites

Once your book has 20+ reviews, submit it to established sites like BookBub Featured Deals, Freebooksy, or Bargain Booksy for sustained post-launch promotion.

You can also run promotions through smaller, but still valuable, sites. They’ll email their subscriber lists about discounted and free books in specific genres, putting it in front of readers who are open to take a chance on a new author in exchange for a great deal. Browse our full directory of book promotion services for options sorted by genre and price point.

54. Throw a book launch party

A book launch party — physical or virtual — gives your whole network a reason to celebrate and share your book on a specific date. Physical parties work best for authors with a local following or a book tied to a specific community. Virtual parties (via Zoom, Crowdcast, or Instagram Live), on the other hand, are more accessible to your entire readership.

Either format should include a short reading, a Q&A, and a clear call to action to buy your book. You might even consider having each attendee purchase your book as their “ticket” to the event — but then again, if your goal is exposure over sales, err on the side of free entry.

55. Contact local bookstores

Local bookstores are a fantastic avenue for promoting your book; they’re often happy to support indie authors, and it’s usually pretty easy to book them. Have your pitch prepared, then get in touch about hosting a reading or giving a talk — or team up with other local authors and make it a joint event.

56. Sell your book to libraries

Libraries aren’t always looking to acquire titles, but those that are may be interested in yours if you pitch it exactly right. Make sure your book is available through a wholesaler, then contact local libraries and make your case. The good news here is that there’s often a domino effect: once you’ve gotten your book into one library, other libraries are more likely to want it too.

57. Host a book signing

Relatedly, you could also do a signing at your local bookstore, library, or even as part of a larger literary event or conference. Bring 20-30% more copies than you expect to sell — better to have too many than too few! — and think of a few different inscriptions to make the signing feel more personalized. Don’t forget to capture the event as social media content.

58. Pitch your book to book clubs

Book clubs are another underutilized marketing channel. Contact these clubs directly via their Goodreads groups or Facebook pages with a personalized pitch, and offer to join a virtual session if your book is selected.

For fiction, prepare some thought-provoking reader questions in advance (e.g., “What did you think of this character?”). For nonfiction, offer a downloadable discussion guide or some other resource that makes your title more appealing.

59. Try local radio and TV

Like podcasters, local TV and radio stations are always on the lookout for guests and fresh material. Send them your pitch and see if they might like to interview you on the air. If you can connect your book to someone else they’ve recently interviewed or to something topical in your area, all the better.

60. Donate your book other places

You can also donate your book to book drives, used bookstores, housing shelters, and so on. This is a great thing to do if you’ve printed your book in bulk and have more copies than you can realistically sell. A thrifty bookworm could turn out to be your new biggest fan!

Amazon keywords and categories

Amazon allows 7 keyword phrases per book (up to 50 characters each), as well as two browsing categories that relate to genre, subgenre, or topic (or up to 10 categories manually via KDP Support!). It costs you nothing to optimize these keywords and categories, and it offers great ROI, since Amazon is such a big platform for discovery and sales. Let’s dive in.

61. Optimize your Amazon listing and author page

Before you can hone your keywords and categories, you want to solidify everything else on Amazon. We talked about basic metadata — information like your book’s title and description — at the very start of this post. Now is a good opportunity to refine that description if needed, and also to update your Amazon author bio, photo, and linked social accounts. 

62. Select niche categories strategically

Your first goal with Amazon categories is to rank as a bestseller in a niche subcategory before competing for broader ones. For example, a #1 badge in Victorian Historical Romance will boost your book’s visibility enormously. This is more valuable than swimming around in no-man’s-land of much larger categories like Romance or even Historical Romance.

Check out our deep dive on managing Amazon categories for more insights.

63. Research competitors’ keywords

While you can’t see a given competitor’s exact Amazon keywords, you can infer them from their title, subtitle, and description. Some simple research will tell you which keyword phrases appear consistently in the top 10 books in your category. Based on this, you can formulate similar phrases for your own book — while still keeping your unique selling point in mind.

64. Build keyword phrases, not single words

You should also know that Amazon indexes every individual word within a keyword phrase. This means that if you use a highly specific, long keyword phrase, you’ll show up in more search results than if you use single, broad keywords.

"Ivy League secret society dark academia" indexes for "dark academia," "secret society," "Ivy League," and multiple combinations — giving you five or more search terms from a single keyword slot. Remember to use the full character allowance for your Amazon keywords.

65. Target “tick box” subcategories

Some Amazon categories include sidebar filters — called tick boxes — that readers use to refine searches. Romance categories, for example, let readers filter by hero type ("Alpha Males," "Cowboys") and theme ("Amnesia," "Second Chance," "Forbidden Love").

The only way to appear in these filtered searches is to include the matching keyword phrase. If your genre has tick boxes, they represent some of the most targeted organic traffic available, so it’s worth incorporating those phrases into your own keywords.

66. Review keywords every 4-8 weeks

Keep an eye on your keywords, as their success rate will shift as the market does. If any keywords stop performing well, rotate them out! When a new comp title goes viral or a genre trend emerges (a TV adaptation, a BookTok moment, etc.), update your keywords quickly. But remember to check back again soon — the window of relevance is usually brief.

Running price promotions

Price promotions — discounting your book or even making it available for free — help it sell more quickly. This, in turn, will catalyze Amazon’s algorithms to promote it more. A spike in downloads can move a book up category bestseller lists, trigger “also bought” placements, and create organic momentum that outlasts the price promotion itself.

The revenue from the promotion is beside the point; it’s all about boosting visibility and gaining those crucial reviews. Here’s how to run price promotions on Amazon (with some tips that apply to other platforms too).

67. Explore your KDP Select options

If your ebook is enrolled in KDP Select (making it Amazon-exclusive), you have two promotional tools per 90-day enrollment period: 

• 1 Kindle Free Promotion (up to 5 consecutive days of free downloads); or
• 1 Kindle Countdown Deal (a timed discount of up to 7 days). 

You can use one or the other per period, but not both. Choose based on your goals — free promotions can get you more downloads and exposure overall, whereas countdown deals help preserve some revenue while still boosting your book’s rank.

68. Stagger external promotions over 5-7 days

Remember the price promotion sites from tip #53? You can use them to publicize your price promotion and gain even more downloads. But don’t pack all your external promotions into a single day — this can create a spike-then-drop pattern (which Amazon's algorithm penalizes). 

Instead, spread external promotions across the 7-day window. Book different promotion sites for different days, run ads throughout, and use your email list on day two or three rather than day one, when organic traffic is highest.

69. Use permafree for series starters

Making the first book in a series permanently free is one of the most powerful marketing tactics available (as we touched on above with regard to lead magnets). 

Here’s the workaround for KDP Select’s promotional time limit: set your book to free on competing retailers (Kobo, Apple Books, etc.), then request Amazon price-match via KDP Support. You won’t get access to KDP Select’s other benefits anymore — the main one being enrollment in Kindle Unlimited — but a permafree series is the gift that keeps on giving. It can generate continuous downloads, review accumulation, and read-through revenue on subsequent books — often paying for itself many times over.

70. Use your backlist to promote your frontlist

The back matter of every book you publish should link directly to your next title. When launching a new book, run a price promotion on your previous one to drive new readers into your catalog; they’ll then encounter your new book at the end of the old one. This “backlist into frontlist” strategy works great among high-volume indie authors, and requires no additional ad spend.

Speaking of which, our next section is all about…

Advertising your book

Paid advertising is one of the “later” stages of book marketing — for two reasons. The first is that you need to get your fundamentals in place before you pay for ads. An unedited book with a weak cover, poor description, and zero reviews is unlikely to do well no matter how many ads you run.

And secondly, on the flip side, some authors do so well with organic marketing that they don’t really need paid ads. That said, once your product page is strong and you have a good chunk of reviews, advertising can help increase your reach in new areas.

71. Set up Amazon ads

Amazon ads are obviously great for authors, because they promote your book on a platform where people are already buying books. They also operate on a cost-per-click model, so you pay only when someone clicks.

Amazon Ads can be run as Sponsored Product Ads (allowing you to appear in search results and on product pages) and Product Display Ads (allowing you to appear on competitors’ book pages and related product listings). Start with manual keyword campaigns for your genre’s top search terms and similar author names, then scale what works. Keep in mind that most Amazon Ad campaigns take 4-6 weeks to see significant results, so don’t give up too early!

72. Organize Meta ads (Facebook and Instagram)

Meta ads work differently from Amazon Ads; you're interrupting someone who isn’t currently looking for a book. This means your image or video, headline, or hook must do extra work to convince readers. On the plus side, the minimum spend is only $5/day.

Meta ads are especially useful for two purposes: driving email list sign-ups (via a lead magnet for cold audiences) and driving direct sales (by retargeting people who've visited your website or engaged with your content). So wherever you are in the marketing process, consider Meta ads to bolster your mailing list and/or sales.

73. Set up Google ads

Google ads let you target readers more precisely than Meta ads — for example, you can target people searching for things like “books like Fourth Wing” or “best thriller novels 2026.”

Here, you can start with Search campaigns targeting keywords like “books like [popular title],” your genre, and competitor authors. Use tight ad groups and send traffic to a clean landing page (your book page or a dedicated sales page). Keep budgets modest at first, track conversions carefully, and double down on keywords that actually lead to sales.

74. A/B test your ads systematically

Most ad platforms allow multiple ad variants simultaneously. Try testing different images (for example, your cover vs. artwork of your characters), headline hooks, and brief descriptions to see what performs best. Then change one variable at a time, for at least 7 days per test.

Keep a record of what you’ve tested and what worked. Even a small percentage improvement in click-through rate compounds significantly over time.

75. Try BookBub ads

BookBub’s advertising platform lets you target readers by genre, authors, and device type. BookBub readers are highly likely to purchase books. All this means targeted campaigns can be very effective — many authors run successful campaigns at $5-10 per day.

However, competition for readers’ attention is fierce, so BookBub ads may require more creative testing than other platforms to find a winning combination. The best approach: target readers of 3-5 comparable authors with a simple image featuring your cover and a punchy one-line hook. Then iterate from there (again, with some A/B testing).

76. Apply for a BookBub Featured Deal

In addition to running ads, you can also apply for BookBub Featured Deals. This is a dedicated email recommendation for a curated list of genre readers who have opted in to receive it. Current prices range from $183 to $2,240+ depending on genre and price point — and that’s only if you’re selected in the first place.

BookBub Featured Deals are quite competitive, but acceptance rates improve once you have 50+ reviews, a strong average rating, and a polished product page. Apply regularly, even if you get rejected at first.

77. Hire a book marketing professional

If a certain sphere of book marketing is beyond your skill set — or if you simply don’t have time to execute it well — hiring a professional marketer is often the most efficient path. Delegating ads can be particularly effective, as they require a lot of effort and finesse to constantly test.

Here’s what to look for in a professional book marketer:

• Genre experience. If you’ve written a romance, you don’t want a nonfiction marketer. Look for someone with expertise in your subgenre to get the best results.
• Measurable outcomes. Ask what success looks like for the services they offer, and what data they’ll share with you throughout.
• Communication style. Make sure you can communicate clearly and compatibly before you commit to working together.

Using AI for book marketing

AI tools can meaningfully reduce the time it takes to put together your book marketing. Besides, more and more readers are discovering books using AI — so it’s an important space to be present in if you want to maximize your discoverability.

78. Brainstorm ad copy and descriptions

AI writing tools are particularly useful for generating multiple versions of your book description, ad headline, or social media hook. Prompt the model with your genre, tone, and core premise, then edit the output toward your voice.

79. Draft and editing email sequences

AI can also draft welcome sequences, launch sequences, and re-engagement campaigns from a brief — then you edit for voice and specificity. The human edit is essential; unedited AI copy sounds generic and undermines the personal relationship that makes author newsletters work.

80. Research keywords and comparable titles

Try generating lists of comparable authors, trope combinations, and Amazon keyword phrases for your genre. Treat these as starting points for research, not final answers — validate them against actual Amazon search data and bestseller lists before using. (We all know how AI likes to “hallucinate” data points, after all.)

81. Create social media content outlines

Concepts for short-form social content — Instagram angles, TikTok hooks, post ideas — can also come from AI. Note our emphasis on concepts, not execution. Authors consistently report that AI is good for overcoming blank-page resistance, but that the best social content still requires human personality and specificity.

82. Boost your visibility in AI search engines

AI search is becoming a major way that readers discover books. To show up in reader recommendations from tools like ChatGPT and Gemini, focus on being referenced, not just ranked. Publish content that answers specific reader questions (“books like X,” “best cozy mysteries set in…”), and aim to be mentioned on high-authority sites, forums, and lists.

Consistency matters. The more your book appears across the web — reviews, interviews, listicles — the more likely AI models are to surface it as a recommendation.

Psst. Subscribe to Ricardo Fayet's newsletter for free to learn more about AI search visibility. 

83. Consider AI a sparring partner, not an authority

Remember, AI cannot replace human-made creative decisions about positioning, your personal voice in newsletters, real relationships with readers and bloggers, and the strategic judgment about which channels deserve your time. AI accelerates execution; it doesn't replace strategy.

Planning your book launch timeline

Your book launch occurs when you actually publish your book — and encompasses all the concentrated marketing activities you do around that time.

As we’ve touched on, your goal is to arrive at release day with reviews already posted, a warmed-up audience, and promotional momentum building. That said, below is a final walkthrough of pre-launch things to consider that we haven’t already covered above.

84. Set up preorders

KDP allows preorders up to 12 months in advance — but for most authors, 12 weeks is more than enough time. Preorder sales do count toward your launch-day ranking, so don’t skimp on setting them up. And just set them at your standard price; you can run promotions later.

85. Join Amazon's affiliate program 

If you're not already enrolled, 4 weeks ahead of launch is the prime time to join Amazon’s affiliate program. This ensures every Amazon link you share during launch earns commission.

86. Warm up your email list 

About 4-6 weeks ahead of launch, it’s time to start preparing your mailing list. Send a “Book is coming!” email with your cover, a brief excerpt, and your preorder link. Follow up with a second email sharing a specific scene, character detail, or behind-the-scenes element. The goal is to compel people to buy as early as possible.

87. Remind your ARC readers to post their reviews

A few weeks ahead of launch, you can also start reminding your ARC readers to publish their reviews. Of course, you don’t want everything posted on the same day — instead, you want a steady stream of reviews coming in. So consider reminding them in batches, or even suggesting a specific day for them to post.

88. Draft a press release

If you’re working with a publicist to get mainstream media coverage — or seeking that kind of coverage independently — draft a quick press release about your book. This should include everything newsworthy about your release, and answer any important questions journalists might ask (though make it clear you’re available for interviews, too!).

89. Test your paid ads

If you’re running Amazon or Meta ads for your launch, aim to have your campaigns built, reviewed, and ready to activate 4 weeks before launch day. Don’t even try building them on launch morning; you’ll only stress yourself out.

Do have a set of “launch day ads” ready to go live, however — and once launch day arrives, cancel or replace any pre-launch ads that imply your book is not yet released.

90. Press send on launch day

Keep your email on launch day short and sweet: the book is live, here are the store links, here's what you’ll love about it. By now, you should already have laid the groundwork, so no need to go overboard. If readers are interested, they’ll go ahead and buy.

91. Post on your socials

Posting on your socials on launch day is a given, but it’s even better if you can go live on Instagram or TikTok. The algorithms favor live content, and you can even send out notifications to your followers that you’re live! This creates a sense of excitement and celebration even if you’re doing everything virtually.

You can retrace your steps to tips 29-35 above for specific social media ideas.

92. Analyze your data 

To get even more value out of your launch, you’ll want to analyze its performance in the 2-4 weeks following publication. Which channels drove the most sales? Which ads performed best? What did your open and click rates look like? This information shapes your next launch, and will inform how you continue to market your book (and all future books).

93. Update other books’ descriptions and back matter

With all your fresh reviews, you’ll have plenty of material to use in your Amazon book descriptions and other books’ back matter. In addition to any praise you’ve received, you can add a compelling mention of this new project — or, better yet, link to it from the back of your other books (we did mention this above, but it bears repeating).

94. Order business cards

If you’re planning to do much in-person networking at conferences, festivals, and other events, professionally designed business cards can be an incredible asset. Consider having the same designer who did your cover also create a branded image for your business cards. Don’t forget to include your website, socials, and any other contact information you want publicly available.

95. Create merch for fans

This one’s also pretty next-level, but if you’re starting to build a solid fanbase, why not create merch for them to purch(ase)? Stickers or buttons with little illustrations are a great place to start — or level up to T-shirts and tote bags for your most devoted readers.

You can even combine this idea with #31 and run a contest for your fans to design merch for your book — though you may have to share sales profits with the winner. But hey, it’s great for engagement and PR.

Book marketing checklist

We know all this is a lot to absorb, but never fear — you can download our nifty book marketing checklist to ensure you nail everything important! Thanks for reading and happy marketing.