Marketing a book is just as important as writing it, but many authors struggle with finding the right balance. Whether you’re self-published or traditionally published, understanding how to market your genre effectively will help you sell more books without feeling overwhelmed.
Here are five smart strategies to take the stress out of marketing and start connecting with the audience your book was made for.
1. Find & Engage Your Audience
Knowing your audience is the foundation of every successful marketing plan. The better you understand who they are, what they love, and where they hang out, the easier it becomes to connect and convert that connection into book sales.
Each genre attracts a unique audience, and every community has its favourite platforms and preferred ways of engaging. So ask yourself: Where do your readers hang out online?
Here’s a quick guide to help you navigate the digital landscape:
- Fantasy & Sci-Fi fans thrive on BookTok (TikTok) and YouTube, where book trailers, reviews, and fan theories spark lively discussions.
- Romance readers love Instagram for its visual storytelling and often gather in Facebook groups to share recommendations and connect with authors.
- Non-fiction audiences prefer thought-driven spaces like LinkedIn and X (formerly Twitter), where ideas, insights, and real-world expertise take centre stage.
By focusing your efforts where your audience already is, you’ll not only save time but you’ll also build more meaningful connections that lead to loyal readers and stronger book sales.
Readers are more likely to buy when they feel a connection. Instead of leading with “Buy my book,” lead with value. Share writing updates, genre insights, behind-the-scenes content, and genuinely connect with your readers. Focus on being part of the conversation.
👉 Want more on this? Check out our blog on growing your readership.
2. Balance Writing and Marketing
Marketing shouldn’t come at the cost of your creativity. Writing should always come first and the more books you write, the easier it becomes to market your backlist.
To keep both writing and marketing manageable, try separating your time with intention. Dedicate certain days or blocks of time to focus on writing, and others for promotional tasks. Stick to the platforms you genuinely enjoy using, there’s no need to be everywhere. And when it comes to content, batching your posts in advance can help you stay consistent without burning out.
The goal isn’t perfection, it’s showing up regularly in a way that works for you. Consistency is key.
3. Leverage Multiple Formats & Creative Control
One of the most effective ways to boost sales is to give readers more ways to enjoy your book. Every reader has a preference, some want the instant gratification of an eBook, others prefer the immersive experience of an audiobook, while many still love the feel of a beautifully printed physical copy.
Offering your book in multiple formats helps you reach a wider audience. eBooks are perfect for convenience and quick access, especially for global readers. Audiobooks are growing rapidly in popularity, giving you the chance to connect with busy, on-the-go listeners.
And don’t underestimate the power of special print editions. Collectors and superfans love extras like sprayed edges, exclusive covers, or foil finishes that make the book feel like a keepsake.
As a self-published author, you also have full control over how your book is produced and sold. From pricing and packaging to where and how it’s distributed, the entire buying experience is in your hands. This creative freedom is incredibly empowering but it also means keeping an eye on your costs and scaling gradually to avoid financial risk.
That’s where platforms like Bookvault come in. With automated print-on-demand and global shipping, you can streamline your book production while maintaining full creative control. So instead of worrying about inventory and logistics, you can stay focused on what really matters: writing the next book your readers will love.
4. Use Video and Influencer Marketing to Your Advantage
Video is one of the most powerful tools for grabbing attention and making your book stand out. Experiment and show off your book’s aesthetic through reels or trailers. Give readers a peek at the formatting or design, or create short, engaging videos that capture your story’s mood and themes. You can also showcase reader reactions through unboxings or reviews, which add social proof and excitement around your book.
To take it further, try collaborating with influencers or BookTok creators can significantly boost your visibility and sell more books. Just be sure to let them share their honest opinions: authenticity always resonates more than a perfectly scripted sales pitch.
5. Track What’s Working & Keep Improving
Great marketing is equal parts creativity and data. Don’t be afraid to experiment but track your results:
Monitor your social media engagement and post reach
Use surveys to ask your readers what they want more of
Watch trends from other authors in your genre and adapt them to your brand
And of course, never forget the core of your success: a well-written book. Quality storytelling, a strong hook, and emotional impact will always be your best marketing tool.
Final Thoughts
Marketing your genre is about finding your people, showing up with purpose, and staying true to your voice. When you understand your readers and what makes your genre special, marketing stops feeling like a chore and starts becoming a natural extension of your creativity.
The truth is, there’s no one-size-fits-all approach. The key is discovering what works for you, then showing up consistently and with intention. By applying a few smart strategies, leaning into your strengths, and planning with creativity, you can steadily grow your audience and increase book sales
