Self-Published Book Promotion 101

Book Promotion 101(updated 2/21/2016)

I have had the opportunity to work with several self-published authors. One of their biggest challenges is to successfully promote and sell their book or books. Since they don’t have the budget and backing of a large publisher they sometimes feel like their options for promotion and selling are few and far between. However, the advent of the internet and digital readers such as Kindle has opened up doors to many successful self-published authors such as Roye Okupe’s E.X.O. The Legend of Wale Williams, Bernard Shaffer’s Guns of Seneca 6 Saga, Barbara Freethy’s The Way Back Home  and William P. Young (The Shack). Here is a quick list of basic promotion ideas for self-published authors.

Website and Ecommerce:

  1. Create a website for the exclusive purpose of promoting your book. A dedicated website is often the single most effective way to increase visibility of your book on the internet. William Young’s website is a great example of a website dedicated to promoting a single book:
  2. Use a low-cost platform such as or even to develop your site. Bernard Shaffer’s site is built on Wix as is Virginia author Jayne D’Alessandro-Cox.
  3. Purchase a unique domain name that matches the title or subject of your book for maximum SEO impact and use that domain name for your email address too, i.e.
  4. Allow visitors to purchase directly from your website or provide direct links to or other ecommerce sites for easy purchasing.
  5. Setup an individual seller account on Amazon is the single largest seller of books on the internet so having your book available here increases exposure.
  6. Create an author profile in (best practice example: Bernard Shaffer)


  1. Make sure every page of your website has a descriptive “Title” tag. The title tag is what appears at the top of a web browser and is the title saved when someone save’s the page as a ‘favorite’ or bookmarks the page.
  2. Make sure the keywords are not single words. Use phrases you expect people to use when searching for books like yours. Use the free Google Keyword Tool for ideas.
  3. Review or create “description” metatags on all pages for relevance and keyword optimization.


  1. Ask friends, relatives and colleagues to read and review the book on and other sites where the book can be reviewed, e.g.,, etc.
  2. Publish positive reviews on your website and social media pages.
  3. Search Google for your book to see how and where it is being reviewed so that you can point readers to those pages as well.

Internet Advertising

  1. Set up a low cost Google Adwords Campaign
    • Google typically has a $75 coupon to get started.
  2. Consider a Bing Ads campaign as well. Microsoft Ad Center is the group that controls advertising on Yahoo and Bing and they often have large coupons for first time advertisers allowing you to experiment with ads at no initial cost. Since there is less competition for keywords on Yahoo and Bing, your cost per click will likely be significantly less than on Google. You can also import a Google Campaign directly into MS Ad Center to see which ads are most effective on each platform.
    • MS Ad Center sometimes has very large $100+ coupons for first time advertisers.
  3. also provides advertising and is a great place to advertise book since you can also sell it on the same platform you are advertising!
  4. Consider creating ad campaigns on Facebook and Linkedin as well. Some book subjects lend themselves well to these platforms. Management books may do well on Linkedin and niche topic books can do very well on Facebook since ads can be hyper targeted to a very specific target audience.

Social Media

Setup a business Facebook and Twitter account using an author profile. Creating profiles that are separate from your personal social media profiles will allow you to interact with fans and readers in a very targeted manner. You will also be able to promote your book more directly and can use these professional profiles to increase back links to your book website. Social sites make good landing pages for social media advertising.

Quality Back Links

According to Google, the single most effective way to increase your search engine relevance is to increase the number of other websites linking to your website. This is known as creating back links. Small businesses often develop back links by creating local directory listings. An author can increase quality backlinks by:

  • participating in author forums
  • discussing and promoting the book on social media sites
  • engaging in reciprocal link opportunities, i.e. ask your friends and colleagues to link to the book website from their own websites and social media pages
  • advertising on search engines
  • creating a blog and writing articles related to your book and linking back to your book website of course!
  • writing internet press releases (see
  • creating a Craigslist ad for your book and renewing it as often as Craigslist allows (usually four times a month)

Blog Tours

A very popular form of Internet publicity that is beneficial for many authors is a blog book tour. A blog book tour is very much like a traditional book tour, except the visits are all virtual. Instead of going from bookstore to bookstore, the author goes from blog to blog. has an excellent description of what a successful blog tour entails.

For more additional advice or assistance with your promotion efforts feel free to contact me at

About Brian Loebig

Owner of, author of, and part-time Technology Manager for the Alliance for Performance Excellence, Brian has over 15 years of experience working in the quality improvement, human services and technology fields as an administrator and consultant. Brian has also worked as a practitioner and administrator in the corrections, substance abuse and human services fields with a special emphasis on technology. He continues to work with numerous community-based non-profits as a web technology consultant, board member and volunteer. Feel free to .
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2 Responses to Self-Published Book Promotion 101

  1. Edward Smith says:

    Thanks that was all good information. Once an author has done what you suggest, that will lay the groundwork for getting on TV as an expert guest. Thanks again, Edward Smith.

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