Self Publishing Marketing Strategies That Actually Work

If you’re waiting until your book is finished to think about marketing, I’m going to gently grab your shoulders, hand you a cup of tea, and say this with love… don’t do that. And then, if you don’t listen, I may shake you by the shoulders, jump up and down and shout, “Listen to me!”

Self publishing marketing strategies should start early. Like, earlier than feels comfortable. Because the truth is, by the time your book is ready, your audience should already know you exist. And no, that doesn’t mean becoming a full-time influencer overnight. It means building connection while you’re building your book. We’re going to figure this out together, because that’s what I’m trying to do right now.

When Should You Start Marketing Your Book?

Short answer? Immediately. Longer answer? The moment you even think about writing a book, you can start laying the groundwork. Marketing isn’t just selling. It’s visibility, familiarity, and trust. The earlier you start, the less pressure you’ll feel later. Because instead of launching into silence, you’ll be sharing your book with people who have already been walking alongside you. I did NOT do this with my other books, and honestly, I struggled even after they were published. It feels weird to promote yourself, but if you don’t do it, nobody else will, either.

Build Your Author Platform Before You Need It

This is where a lot of writers get stuck. They think, “I’ll build a website or social media presence once my book is done.” But that’s like opening a store and hoping people magically show up. This is NOT Field of Dreams type of thing. Just because you build it does not mean they will come.

Your platform is simply the place where people can find you consistently.

• A blog
• A social media presence that feels manageable – please don’t overwhelm yourself posting everywhere
• An email list (your most valuable long-term asset)

If you want a place to start, I’ve got a whole collection of resources right here:
29 Free Writing Resources.

And if you want to dive deeper into the bigger picture, this guide to book marketing breaks down additional strategies authors use.

How to Connect with Potential Readers (Without Feeling Weird About It)

Let’s take the pressure off. You’re not trying to “sell” your book every day. You’re building relationships.

That can look like:

• Sharing your writing process
• Talking about your characters and ideas
• Posting small snippets or behind-the-scenes moments
• Connecting over shared interests (books, teaching, life chaos… you know, the usual)

People don’t just buy books. They support authors they feel connected to. Your characters are already alive to you, make them alive to potential readers. I know, you’re thinking to yourself, “How do I do that?”

How Do You Actually Do That?

Let’s make this practical, because “build your audience” sounds great… until you’re staring at a blank screen wondering what that actually means. Here’s one super simple strategy you can start using right now.

Find a stock photo that represents one of your characters. Then add a short blurb right on the image. Something like:

“He knew it all depended on him. What he didn’t know was how to get it done.” 

In your caption, include your book title, genre, and a simple “coming soon.”

That’s it. You’ve just created a mini teaser that introduces your story and builds curiosity.

And here’s another one I literally just learned (and yes, I had a full “are you kidding me right now?” moment).

You can export a slideshow from PowerPoint or Google Slides as an MP4.

I was putting together a mock-up for a trailer for Consanguinity because I needed visuals to think. I went to save it, saw “export as MP4,” and just sat there like… excuse me? And I sat there questioning my entire existence wondering how it was that I did not know this.

So if you’ve been putting off making a book trailer because it feels complicated, it doesn’t have to be. You can build one using tools you’re already comfortable with.

Learn from my ignorance, people. Learn.

Build a Community While You Write

This is the part that changes everything.

Instead of writing in isolation and then hoping people care, you invite them into the journey.

Your community doesn’t have to be massive. It just has to be real.

A few engaged readers who are excited about your work are more powerful than hundreds of silent followers.

And when your book is finally ready? You won’t be shouting into the void. You’ll be sharing it with people who are already invested.

But What About Actually Writing the Book?

Ah yes. The part where we remember that you still have to, you know… write.

Here’s the balance: Marketing should support your writing, not replace it.

You don’t need to post constantly or be everywhere. Pick one or two platforms. Show up consistently in a way that feels sustainable. Some days, that might mean a thoughtful post. Other days, it might mean nothing at all because you’re deep in your story.

Both count.

Self Publishing Marketing Strategies That Grow With You

The biggest mindset shift? Marketing isn’t something you do after the book. It’s something that grows alongside you as a writer.

You’re not just building a book. You’re building a presence, a voice, and a connection with readers who will follow you beyond a single story. So start now. Start small. Start imperfect.

Because future you, the one hitting publish, will be very glad you did.