The four stages of marketing
  1. Share your journey on social media

    The easiest way to stay visible (for free) is by posting on your social media accounts. You can work with the different social media platforms to create different types of content your audience might want to see – try posting progress images or behind the scenes selfies on your Facebook or Instagram stories, or film a timelapse of an editing process on TikTok. Whatever you do, make sure to stay active and at the forefront of people’s minds.

  2. Get potential reader feedback

    Sure, if you’re still writing, you aren’t ready for written reviews. However, you can call out to your existing audience and get their input on key story details – big or small.

    If it doesn’t affect the storyline, do an online poll. You could let your followers choose the colour of your main character’s shoes, or let them suggest character names of extras in your novel. While it’s giving away only a small amount of control, people love getting involved, and it might motivate them to see their choices in action once your book gets published.

  3. Join community writing sessions

    Nothing compares to authentic advice from people who have gone through similar experiences. By joining a local writing session, this is a great way to network with both starting and successful authors – but it’s also helpful for free advice, a different perspective, or even securing reviewers when your story is ready.

  1. Contact publishing houses for feedback

    Some publishing houses (like us at InHouse Publishing) are more than happy to look over your work, providing you with a free page of feedback. While this may not initially help with public exposure, you can use words from the feedback as a review from an industry professional. This will help to set your book apart from others without agency.

  2. Document your publishing stages online

    Like sharing your writing progress on social media, you can also share journeys during the publishing stage. Take some photos of your edited manuscript and make sure everyone knows where you’re at. When you finally receive your printed books, don’t forget to film an unboxing reel for Instagram!

  3. Alert the media of your book release

    If you want your book to reach the public without paying for an advertisement, you will need to create a compelling media release. This should include quotes from you (the author) and anyone else involved who is happy to be featured in articles.

    To ensure your media release doesn’t get sent to the advertisement team for a quote, you need to base the release more around news-worthy content, rather than details you would advertise. After all, if they use your quotes for a story, they will often put your book details in the article regardless.

    Firstly, think about relevance to the media you’re contacting. Are you hosting a book launch at your local library that might be good for their community section? What about the contents of your book – does it write about a specific town that the local council might want to know about? Do you have any public officials joining your book launch that the media want a photo opportunity with?

    News outlets are always looking for fresh content, you just need to make sure your media release reads more like a story than an advertisement.

  1. Host a book launch (or two, or three!)

    Book launches bring a lot of interest to your book, especially to demographics you might not have been able to reach with your other marketing strategies. Like mentioned in the media release section, you can invite whoever you want to your book launch – even public figures and politicians. Encourage your attendees to take photos at these events and share them online, giving you even more free advertisement!

    The best part about book launches? You can have as many as you like, ramping up your book sales each time.

  2. Consistent online content

    Especially if you’re working in the digital sphere for eBooks, this time is where your social media content will need to ramp up. Creating a content plan is important in the post-publication stages, keeping people interested in your story, and potentially more stories to come in the future. Maintain your online presence with book readings, Q&A sessions and any type of online public involvement you can think of. If you have a website, this also involves creating blogs or sending out relevant emails, allowing you to update the people on your mailing list with anything worth knowing.

  3. Advertising in person

    While online marketing is a focus post COVID, it’s often worthwhile exploring your options in person, too. We suggest approaching independent bookstores with information about your book, including its retail price and a wholesale discount you’re prepared to offer them. This might get your book into their physical bookstore, which can heavily benefit book sales.

    To appear professional, there are different print items including business cards, pamphlets and even bookmarks you can bring along to help gain the interest of whoever you are talking to.

    When you’ve finished meeting people in person, make sure to get their contact details and follow up on the meeting via phone call or email throughout the next week.