How to Market a Self-Published Book (Without Spending a Fortune)
Marketing Begins the Moment You Start Writing A New Title
A writer begins marketing their book the very moment they start writing it. In today’s publishing landscape, modern authors must wear multiple hats — not just as storytellers, but also as strategic marketers and brand builders.
A book is more than just words on paper; it is a product that needs to be branded, positioned, and beautifully presented to attract the right audience. Every element — from professional editing, title and subtitle creation, and book description, to formatting, blurb writing, and cover design — contributes to how readers perceive your work. The final product must not only communicate your message but also be visually appealing and emotionally engaging.
Successful self-published authors understand that presentation influences perception. A well-designed book cover, a compelling description, and a polished manuscript build credibility and invite readers to explore further. In a crowded marketplace, these details set your book apart and can determine whether a potential reader clicks “buy” or scrolls past.
Additionally, today’s writers must think beyond a single format. To reach diverse and multilingual audiences, it’s wise to publish your book in multiple versions — such as eBook, paperback, audiobook, and translated editions. Each format broadens your reach and makes your story accessible to more readers across different regions and languages.
1. Understand Your Audience & Set Realistic Goals
Before you do anything, you need clarity on who your readers are, what problem your book solves (or what experience it offers), and what success looks like for you. Are you aiming just to build readership, or to generate income, or both?
When you know your audience, you can tailor your marketing efforts cost-effectively (instead of spraying and praying).
https://publish.itan.app/blog/why-more-authors-are-leaving-amazon-kdp-for-these-alternatives
2. Create a Strong Book Listing & Metadata
One of the most cost-efficient moves is to optimize your book’s listing on the main platforms (for example ITAN Global Publishing) so that when readers search or browse, your book stands a chance of being discovered.
Key elements:
- A compelling book cover that fits genre conventions.
- A catchy title & subtitle (if applicable) that clearly communicate value.
- A well-written book description (with keywords naturally included, without keyword-stuffing).
- Create video trailers for YouTube and TikTok and make sure to include the buy link.
- Picking relevant categories and keywords so your book shows up in the “right” searches.
- Ensuring links to purchase are obvious in all your communications.
3. Build an Online Presence & Engage Community
Marketing doesn’t always need a big budget—time and consistency matter more.
- Create an author website or blog (a place you fully own).
- Set up social media accounts where your target readers hang out. Post regularly: quotes from your book, behind-the-scenes, your journey, reader questions, etc.
- Join genre-specific online groups (forums, Facebook groups, Reddit threads) and contribute—don’t just advertise. Value + engagement = trust.
- Build an email list. Even a small list can become your core launch audience. Offer a free bonus (a chapter, discussion questions, etc.) in exchange for a sign-up.
- You can also create the audio version of your book and publish on YouTube, Tiktok and Spotify for Authors.
https://publish.itan.app/blog/itan-global-bookstore-debuts-with-diverse-african-narratives
4. Use Low-Cost or Free Marketing Tactics
Here are several tactics you can use on a small budget:
- Giveaways or contests: Offer a free copy (digital or print) in exchange for shares/posts or emails.
- Guest posts / interviews / podcasts: Pitch yourself to blogs, podcasts, local media. Your story matters—why you wrote the book, the setting, etc. These channels often cost nothing but time.
- Local events, libraries, bookstores (if relevant in your region): Do a reading, book signing or Q&A. These build local visibility and relationship with readers.
- Content marketing: Write blog posts, create videos, engage in discussion around the theme of your book. This builds authority.
- Encourage reviews: Ask early readers to leave honest reviews. Reviews improve credibility and algorithms favor books with more reviews.
https://publish.itan.app/blog/best-self-publishing-platforms-for-africans-compared
5. Use Paid Advertising Strategically (Only When You’re Ready)
If you decide to spend money, it must be targeted and measured. Paid ads aren’t required but can accelerate results if done wisely.
- Start with a small budget. Test different ad images, copy, audiences. Don’t throw big money blindly.
- Platforms to consider: Facebook/Instagram Ads (for genre-based targeting), Google Ads (search-based).
- Monitor your results: check cost vs conversions (sales, list sign-ups), and double down where you see return.
- If the numbers don’t work, pause and tweak, or allocate your budget to other tactics.
6. Leverage Your First Book to Build Momentum
If this is your first book, recognize that marketing may take time and layering. Many self-published authors find that momentum increases after multiple titles or sustained effort. Use your launch to gather reviews, build your list, and engage your early readers. Then use that community when your next book arrives.
7. Publish in Multiple Formats
When you publish your book in multiple formats, you open the door to new and diverse audiences. Technology has transformed how readers consume stories—some prefer eBooks, others enjoy the feel of a printed copy, while many now listen on the go through audiobooks.
To reach a wider audience, consider offering your book in various formats—eBook, paperback, audiobook, and even multi-lingual editions. This flexibility allows readers to engage with your work in the format that best suits their lifestyle and language preference.
ITAN Global Publishing plans to introduce multi-format publishing features in the near future. In the meantime, authors can explore audio distribution platforms such as Spotify for Authors and similar services to expand their reach and build a global readership.
8. Measure, Adjust, Repeat
Track what works (e.g., which posts get engagement, which ad audiences convert). Measure key metrics: website traffic, email sign-ups, social engagement, book sales.
Use those insights to refine your strategy: double down on what works, scrap what doesn’t.
Marketing is not “set and forget”—it’s iterative.
Summary
Marketing a self-published book without spending a fortune is absolutely possible—but it demands time, strategy, and consistent effort. These are largely time-investments rather than cash-outlays.
Focus first on making your book listing strong and reaching readers through free or low-cost tactics. Use paid options only when you’re ready and can test wisely. Build a genuine community, track your results, and keep going.
Are you an author? Start your publishing journey with ITAN Global Publishing — a platform that gives your book a global shelf and connects your stories with literary audiences around the world.