To start, keep in mind that marketing your book, is different than marketing yourself as an author.  A book can be an engine that helps pull the train, but the overall train is your image and brand as a writer.  One of the problems I’ve had working with large publishing houses is that they focus solely on marketing the book and often overlook valuable PR and marketing opportunities that can be gained from marketing the writer.  My focus is on the author.  Still, I understand a publisher’s perspective.  They’re going to make their return off the book sales and the author might not be with them a year or two down the line. 

But as an author, you need to think more long term.  Each book is a part of your canon, but no one work defines you.  Your marketing, PR and branding focus needs to be on your overall career as an artist. 

Still, if you do have a book coming out, you’re then working with a specific timeline and need to develop a marketing and PR plan targeting your book release.  Write out your plan.  Have it include objectives, timeframe, goals, strategies and tactics.  Whether you’re self-publishing or working with a traditional publishing house will change your approach. 

If you’re working with a publisher, they should give you some guidance, but do not expect them to take care of your PR and marketing needs.  I’ve worked with authors who have been published by major houses and the promotional and PR efforts were minimal at best.  Realize that you are going to have to take charge of your marketing.  If you can hire a PR firm, do it.  If not there are still steps that you can take to promote and market your work. 

First, the basics:

Create a website. 

Start a blog. 

Pick three or four social media platforms to focus on. 

Develop and launch a public relations campaign.  Effective PR all comes down to effective storytelling.  You’re a storyteller, so use your narrative skills.  Make a list of possible story ideas.  They can have to do with your upcoming book, other works, your journey as a writer, your interests, hobbies, occupation, lifestyle, values, etc.  Also look for timely news stories and trending topics that you can address.  Don’t simply come up with one generic pitch and send it to every media outlet, customize your media pitches to fit the needs of the different magazines, newspapers, TV shows, radio segments, etc. Remember to pitch appropriate blogs.  Blogs and online magazines can be invaluable. 

Remember to send out review copies at least three months prior to publication.  Create a reviewer list of book bloggers and reviewers that cover your genre.  You can find guidelines that outline what and how to submit.

Also consider a newsletter or add an opt-in to your site and blog to build your email list. Invite people to subscribe, and make it worth their while by providing credible, useable content. Do not simply pitch or sell.  Engage, entertain, educate and inform.  Keep them informed.  Build a tribe who are invested in making your book a success.

There are many more approaches to consider such as readings, book signings, teaming up with other others, creating online forums, etc. But if you focus on the points outlined above, you’ll be well on your way to creating a successful book launch.