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Self Publishing 101: How to Promote Your Book Like a Pro

Here comes the part most writers dread: getting people to actually notice it. And in self publishing, promotion isn’t optional.

Written by Ogochukwu Fejiokwu
Published on January 19, 2026
Self Publishing 101: How to Promote Your Book Like a Pro

Let’s be honest. Writing a book feels amazing. Publishing it feels even better. But then comes the part most writers dread: getting people to notice it. And in self publishing, promotion isn’t optional. It is the bridge between your manuscript and readers flipping through the pages or tapping on their screens.

This guide takes a deep dive into promotion strategies that go way beyond “post something.” We’ll talk about what works now, what’s worth testing, and why building real visibility matters more than chasing quick hacks.

Why Promoting Your Book Matters

Self publishing means control and freedom. You decide everything, especially how your book reaches readers. But that also means you are the primary driver of your book’s visibility, credibility, and long-term success. Promotion is not just a launch-week exercise; it is about ongoing momentum.

Think of your promotional efforts like building a foundation: a strong author platform, a clear audience, and consistent visibility make every other strategy more effective. Without these, ads, giveaways, and social posts often fail to reach their potential.

Pre-Launch: Setting the Stage

Promotion isn’t something you do after the book launches. Some of the most effective tactics start weeks or even months before publication.

Define Your Ideal Reader Profile

Photo credit: cleverauthorgirl.com

Ask revealing but straightforward questions about your audience:

  • Who will benefit most from this book?
  • What age group do they belong to?
  • What are their interests and reading habits?
  • Which social platforms do they use most?

Your answers inform every promotion decision, from where you post to what tone you use. A clear reader profile prevents you from guessing and saves time.

Study Competing Books in Your Genre

Look at books similar to yours, especially best sellers on platforms like Amazon and Goodreads. Please take note of:

  • Cover design elements
  • Book descriptions and keywords
  • Reader reviews and common feedback

This comparison shows what resonates with readers and where your book fits. It also informs metadata and keyword choices for online listings.

Design a Professional-Looking Launch Plan

A roadmap keeps your efforts focused. Kindly focus on:

  • Launch calendar with teaser content dates
  • Pre-order announcements
  • Target groups, communities, and influencers
  • Review outreach schedule
  • Social media teasers
  • Launch-day events like live readings or Q&As

Planning lets you stagger promotions so readers see regular updates rather than a last-minute scramble.

Build a Reader Base Early

Start gathering an audience before launch through an email list or social media community. Email lists are especially valuable because they are yours and unaffected by changing algorithms.

Offer incentives to sign up, like:

  • Bonus chapters or short stories
  • Early access to cover reveals
  • Exclusive behind-the-scenes content

Even a small number of engaged readers early on can create momentum and credibility when your book launches.

Create Buzz With Sneak Peeks and ARCs

Sharing teasers, cover reveals, quotes, and behind-the-scenes insights warms readers up and piques curiosity. Offering Advance Review Copies (ARCs) to bloggers, influencers, or dedicated readers before launch helps get reviews out into the world fast.

These early voices provide social proof that will make your book feel legitimate and compelling to new readers. Positive reviews and mentions also boost your book’s visibility on retail platforms.

Crafting Your Author Platform

Your author platform is where readers experience you as a creator. It’s not simply a website or social media account. It’s a hub of credibility and engagement.

Build an Author Website

Photo credit: selfpublishing.com

A dedicated author website is where everything lives visually and logically. Each book should ideally get its own page with:

  • Strong, SEO-friendly book descriptions
  • Cover images and professional formatting.
  • Purchase links for multiple retailers
  • Blog posts or bonus material to engage readers

Search engine optimisation (SEO) helps new readers discover your work over time. Tools like WordPress with Yoast or Rank Math plugins make SEO easier for authors.

Craft a Social Media Strategy

You don’t need every platform, just the ones that make the most sense. For many authors, these include:

  • TikTok (BookTok): Ideal for fiction, short readings, character snippets
  • Instagram: Visual Content, cover reveals, quotes
  • Facebook groups: Niche communities, book clubs, genre-specific audiences

Whatever you choose, consistency beats random posting. Post regularly, interact with followers, and focus on meaningful engagement rather than sheer follower numbers.

Share Content That Attracts Readers

Content variety helps maintain interest. Mix up your Content with quotes, short videos, behind-the-scenes posts, polls, and questions. Avoid constant “buy this book” posts and instead aim to invite readers into the story world or your author journey.

Appear on Podcasts and Guest Blogs

Podcast interviews and guest blog posts expose you to new audiences. Pitch to shows and sites relevant to your book subject with a short, clear proposal explaining why your story or insight matters to their listeners/readers.

Launch Week: Make It Count

Your launch week is critical for algorithmic visibility and initial sales momentum. The strategies below help maximise impact.

Plan a Strong Launch Strategy

Photo credit: publishdrive.com

The launch week sets the tone for your book’s visibility. Key components include scheduled email blasts with clear calls to action, coordinated social media posts, and discounted launch pricing or bonuses. A concentrated push during launch week helps retail algorithms and increases momentum.

Host a Launch Event

Virtual launch parties, live readings, or Q&A sessions create excitement. Platforms like Zoom and Facebook Live enable global participation and offer opportunities for direct interaction with readers.

Use Promotions and Giveaways

Short-term incentives help attract readers. Limited-time discounts, free chapters, or contests build urgency. These tactics can boost visibility, especially when paired with social campaigns. These strategies also encourage reviews and shares, amplifying your reach.

Engage Book Clubs and Groups

Book clubs can act as micro-influencers. Reach out to book clubs, both local and online, with compelling book blurbs and direct links. Offer discussion guides or virtual sessions to increase adoption. Book club members can become super fans and influential word-of-mouth promoters.

After Launch: Keep the Momentum

Most authors mistakenly think promotion ends once the book hits shelves. It doesn’t. Sustained engagement is where your book keeps earning attention long-term.

Leverage Reviews Everywhere: Encourage readers to post reviews on retail sites and Goodreads. Reviews not only influence new readers but also improve search visibility and algorithmic ranking.

Photo credit: selfpublishingschool.com

Keep Content Fresh: Regularly share blog posts, newsletters, and social media updates tied to your book’s themes. Consistency maintains interest without overwhelming the audience.

Collaborations and Influencer Connections: Partner authentically with bloggers, bookstagrammers, or micro-influencers. Offer guest posts, interviews, or shared events. These relationships expose your book to established audiences that already enjoy the genre.

Grow Your Author Brand Over Time: Your author identity is your long-term asset. Every new book, newsletter, blog post, and social interaction adds to your brand. Readers are more likely to buy future books if they feel connected to you.

Paid Promotion: A Word of Wisdom

Ads can help, but they’re not magic. Start with small budgets. Test what works. Look at the results before you commit more money. Paid ads are most effective when:

  • Your book page is fully optimised.
  • Reviews are already live.
  • You have a clear audience profile.

Slots like Amazon ads, Facebook ads, and TikTok promotions each have different audiences and strengths, so measure what works for your genre.

Track What Matters and Improve Your Promotion Strategy Over Time

Know what success looks like for you. It might be: Email signups, website visits, engagement rates, or book sales. You don’t need every metric. Pick a few, track them, and adjust your strategy based on real results. Analytics show what’s working and what needs adjustment, allowing smarter promotion over time.

Marketing is iterative. Drop ineffective tactics, double down on what works, and keep experimenting. The self-publishing landscape is constantly changing, so staying flexible keeps your strategy current.

Final Thoughts

Promotion in self publishing is like gardening: it requires preparation, planting, tending, and patience. Not everything grows overnight, but with strategy, consistent effort, and authentic engagement, your book can reach the right readers.

Ogochukwu Fejiokwu

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