What Online Marketing Methods Work Better
Marketing your self-published book can feel like a maze. You finish the writing, get everything printed, and then hit a wall. How do you get people to actually find your book and want to read it? Many authors struggle with getting the word out. Some throw time and money at random methods that don’t really work, while others feel stuck and unsure where to start. The truth is, having a great book isn’t enough. If nobody knows it exists, it’s unlikely to do well.
That’s where better online marketing comes in. With so many tools at your fingertips, it’s about using the right ones in a way that fits your style and audience. Social media, email, and your own author site can all help you build a group of readers who care about your work. The key is consistency and understanding which tools to focus on first. Here’s a look at some of the most effective marketing methods to help your book stand out.
Social Media Mastery
Social media has become one of the easiest places to connect directly with readers. And the best part? You don’t need to be famous or have a big team behind you. What matters is showing up regularly and sharing content people relate to or enjoy. Instagram, X, and Facebook all offer different advantages, depending on your audience and goals.
Instagram is great if you have a strong visual theme—maybe showing parts of your writing process, behind-the-scenes shots, or stacks of your printed books. X (formerly Twitter) works well for authors who enjoy short-form content, chatting with readers, and sharing updates or quick thoughts. Facebook still has strong reader groups, especially for niche genres and dedicated fan bases.
Here are a few tips to make the most of these platforms:
1. Focus on one or two channels instead of spreading yourself too thin.
2. Use relevant hashtags, especially book-related ones like #AmWriting or #IndieAuthor.
3. Engage with your followers by replying to comments and starting conversations.
4. Share a mix of content types: short updates, photos, progress posts, and personal reflections.
5. Avoid turning every post into a sales pitch. People connect with you first, then your work.
A self-published fantasy author recently grew a loyal following just by posting snippets of her book, character sketches, and casual writing updates a few times a week on Instagram. She didn’t need flashy designs or paid promotions—just honesty, creativity, and a regular presence.
Social media isn’t just for selling. It’s for building a connection that makes readers want to follow your journey. And from there, they’re more likely to support your printed book once they feel part of your world.
Email Marketing Campaigns
While social media can grab attention, email helps you keep it. Having a mailing list means you can speak directly to readers who want to hear from you. It puts your updates in their inbox—no algorithms or distractions needed.
Start small. Use a sign-up form on your website or social media to invite people to join your list. You don’t need a long list to see the value. Even 50 engaged readers can be better than thousands who never interact. Think of it as your inner circle.
Your emails don’t have to be long or complex. They should feel like a note from a friend. Let readers know about your next chapter release, upcoming markets or signings, or even something personal you’ve learned during the writing process. Share your highs and lows. Make them feel part of your journey.
Some tips to make your emails work better:
1. Send a welcome message that introduces who you are and what to expect.
2. Keep a regular schedule, whether that’s once a week or once a month.
3. Use short subject lines that hint at a benefit or curiosity.
4. Include a clear call to action, like “read more” or “pre-order now.”
5. Test different formats until you find what your readers respond to best.
You can set up automated messages for new subscribers or timed reminders before a book launch. These small touches help save you time and still feel personal.
Email gives you more control than other channels and builds trust over time. When readers choose to hear directly from you, they’re far more likely to support your printed book now and in the future.
Leveraging Author Websites
Your own website is one of the few places where you’re in complete control. There are no restrictions on layout or content. It becomes your personal hub where people can learn about you, your books, future releases, and even writing tips if you choose to share them. If someone hears your name and searches online, your site gives them a place to land. Without it, they might not find you at all.
An author's website doesn’t need to be flashy. It just needs to be clean and easy to use. Start with the basics: a homepage, a short author bio, a page for your books, and a contact page. A blog section can also help you stay engaged with readers by offering updates, thoughts, or extra content related to your writing.
If done right, your website can even help people find your work through search engines. That’s where SEO comes in. It might sound complicated, but it really isn’t. It just means including words on your site that match what potential readers might type into Google. For example, if you write historical fiction, phrases like “historical fiction author” or “books about 18th-century Britain” can help draw in people already searching for those topics.
Here are a few simple ways to improve your site’s visibility and function:
1. Use plain, readable font and avoid a cluttered design
2. Add clear descriptions with keywords that match your books or genre
3. Include links to where readers can buy your book—make it easy for them
4. Keep your blog active, even if posts are short and spaced out
5. Add images of your printed books to create a more personal touch
Think of your author website as your digital home. Whether someone has only just discovered your work or they’re already a fan, this space lets them learn more, stay updated, and connect with you beyond a single purchase.
Collaborations And Influencer Promotions
Working alone can be rewarding, but teaming up with other authors, reviewers, or influencers can really move things along. Collaborations open doors to new readers who may share similar interests. And sometimes, it’s easier for fans to trust an author someone they follow already supports.
Finding a good match starts with understanding your niche. If you write crime fiction, reach out to others in that space—authors, bloggers, or popular online book reviewers. Don’t just aim for huge influencers. Often, smaller accounts have stronger engagement because their followers really listen to them.
Messaging someone for collaboration doesn’t have to be complicated. Introduce yourself, mention something you like about their content, and offer a clear, simple idea. Here are a few options that often work well:
1. Guest post exchanges between authors
2. Sharing each other’s book launches or giveaways
3. Joint live readings or writing Q&A sessions on Instagram or Facebook
4. Offering ARC (Advance Reader Copy) to trusted bookstagrammers for early reviews
5. Bundling books together for seasonal promotions
One indie author recently partnered with a popular book review blog to run a giveaway. Both shared the post and tagged each other. Within a few days, several new followers had joined her email list, and the book saw a sharp increase in traffic through her site.
Connection beats competition. Building relationships with others in the book world keeps you learning, growing, and visible. And for collaborators, it’s a win-win when both audiences benefit.
The Best Plans Start With What Works For You
Marketing doesn’t mean you have to be an expert. It just means thinking ahead and showing up where your readers already spend time and doing it in a way that fits your personality and pace. Not everything has to be done at once. Start with what you’re most comfortable using, and build from there.
Your book deserves to be read. And reaching the right people doesn’t need to be loud or pushy. A clear message, steady effort, and a mix of smart tools can go a long way. Whether that’s through loyal email subscribers, engaged social posts, helpful blog content, or working with others, it all adds up.
Keep learning what works for you. Review your progress every few months, try a new idea here and there, and be open to shifting gears if something’s not working. The most effective strategies usually feel right because they’re rooted in how you naturally connect with others.
Online marketing has many directions, but the most dependable path is the one where you stay present, honest, and active. Books don’t sell themselves, but with the right approach, yours can find its readers.
Elevate your marketing strategy and enhance your book's appeal with the expertise of Spine Book Printing. As you navigate the publishing journey, consider the options for self-published book printing to capture your audience's attention. Our services are designed to align with your promotional efforts and ensure that your book stands out in the crowded market. Let us help you bring your vision to life in print and connect with readers worldwide.
