This article is especially tailored for African authors and the Nigerian market

1. Define Your Audience & Niche

Before spending time or money on promotion, you must clearly know who your reader is and where to find them.

Ask: What age, gender, location, interests, language (English, Pidgin, indigenous) does your target reader have?
Narrow your genre: one of the biggest mistakes self-published authors make is being too broad. As one Reddit user put it:

“Your book should have a marketable hook. … My first book does not have that. It makes it nearly impossible to market.” (Reddit)

In Nigerian/African context: consider local cultural angle, regional keywords (e.g., “Nigerian romance”, “African myth fantasy”, “Lagos thriller”). This gives you a localisation edge for GEO (geographic) SEO.

2. Optimise Your Book’s Metadata & Discovery Pathways

Marketing doesn’t only mean ads. A lot of the work happens BEFORE readers click “Buy”.

Create The Book Metadata = This relates to the book title + subtitle + author name + description + keywords + categories. These help discoverability on platforms like the internet when you publish with (ITAN Global Publishing)
SEO for your author website: create separate pages for each book, URL slugs with book title and keywords, meta-description that appeals to searchers. (kellybranyik.com)
In the Nigerian/African context: ensure you include phrases like “self-published Nigerian author”, “African fantasy novel”, “Lagos-set thriller” – these help with GEO-specific queries (e.g., someone in Lagos searching “Nigerian self-published books”).
With limited budget: prioritise organic visibility by getting your metadata right so you’re not always paying for clicks.

3. Build Your Online Platform Smartly (Low Cost)

Since you’re working with a small budget, focus on high-leverage, low-cost channels.

Website & Email List

Get a simple website (WordPress works well) to serve as your author hub. One page per book. Add clear calls-to-action (“Buy now”, “Join newsletter for bonus chapter”). (kellybranyik.com)
Include an email sign-up form. Even a small list is valuable: you can send updates, bonus material, pre-order offers. (juxtabook.com)

Social Media & Community Engagement

Choose 1–2 social platforms that your audience uses (e.g., Instagram, Facebook, TikTok). Better to do fewer well than many poorly.
Share behind-the-scenes content: writing process, cover reveal, character sketches, local cultural context (especially useful for African context). This builds connection.
Networking & Collaborations
Join writing groups, book clubs, regional author associations (Nigerian Writers Awards™, local libraries).
Collaborate with other self-published authors for cross-promotion. This boosts reach without heavy spend.

4. Leverage Free & Low-Cost Marketing Tactics

When budget is tight, creative tactics matter.

Book giveaways / contests: This creates buzz, builds your email list or social following.
Offer value: For example, bonus chapter, reading guide, discussion questions. Makes readers feel they’re getting more.
Local events & offline outreach: Book fairs, local libraries, schools in Lagos/Alimosho, local radio/TV interviews. These give regional visibility.
Ask for reviews: Encourage early readers to leave reviews on Amazon, Goodreads (or regional equivalents). Reviews build credibility.
Content marketing: Blog posts, guest posts, podcasts where you talk about themes in your book, local setting, personal journey. This builds inbound interest.

5. Use Paid Advertising Strategically (If/When You Can)

Even with a modest budget you can get meaningful results if you are targeted.

Start small, test, measure. Don’t pour lots of money in blindly.
Platforms to consider: Facebook/Instagram Ads (for regional targeting e.g., Nigeria, Ghana), Google Ads (for search-based ads).
Focus on key metrics: cost per click, conversion rate (how many clicks become purchases), return on ad spend.
Be sure your landing page (your book page, website) is optimized. Otherwise you waste ad spend.
Consider local geo-targeting (e.g., target readers in Lagos, Abuja, Accra) if you think regional reach is a strong starting point.

The launch and what you do afterward matter a lot.

Pre-launch: build anticipation via email list, social teasers, pre-orders.
Launch week: consider special pricing, limited-time discount, a giveaway, social/live event.
After launch: continue to engage readers, ask for reviews, do follow-up promotions, keep your platform active (not just “one and done”).
Cross-sell & upsell: If you have a series or plan future books, use the back matter of the book (inside the book) to promote your next book, your author website, email sign-up.

7. Measure, Analyse, Adapt

You won’t get everything perfect on first try. The key is monitoring and refining.

Track traffic sources: where are your readers coming from (social, search, email, ads)?
Track conversions: how many of those visits turn into purchases or sign-ups?
Identify what works & what doesn’t: maybe Instagram posts are underperforming, maybe local radio gave a spike — double down.
Reallocate effort & budget: Spend more on high-return activities, drop or adjust low-return.

9. Leveraging the African / Nigerian Context

Since you’re in Lagos (Alimosho) and working on an African-author platform (ITAN Global Publishing), tailor your approach:

Emphasise local cultural authenticity: Readers globally are increasingly interested in African voices and stories. Use that as a marketing point.
Utilise regional forums, book clubs, literary festivals in Nigeria/West-Africa.
Work in Nigerian time zones and contexts for social posts (what timings your local audience uses).
Consider local partnerships: local bookstores, libraries, African diaspora events.
Price strategy: consider regional pricing to allow affordability for local readers, which can build word-of-mouth.
Use local media: Nigerian newspapers, radio shows, TV literary segments — can often be accessed at lower cost than major global campaigns.

10. Summary Checklist

Clarify target reader (age, genre, location)
Optimise book metadata (title, cover, description, keywords, categories)
Set up an author website + book pages + email sign-up
Choose 1-2 social media channels and commit to a consistent schedule
Build collaborations & local community engagement
Use free/low-cost tactics: giveaways, bonus content, local events, reviews
If budget allows: use paid ads carefully (small test, measure, optimise)
Implement GEO/SEO/AI-friendly content for search discovery
Launch with build-up, event, post-launch follow-through
Monitor analytics, measure results, adapt strategy
Leverage your Nigerian/African context for unique positioning

Final Thoughts

Marketing a self-published book does not require a huge budget — it does require focused effort, creativity, and consistent follow-through. By combining solid metadata, a strong platform, localised GEO strategies (especially for the African market), and smart content/SEO work, you can build visibility and sales without breaking the bank.

How to Market a Self-Published Book