3 Marketing Plan Must-Haves for Authors:
Boost Sales and Reader Engagement
Creating a marketing plan can feel overwhelming, especially if you’re an author juggling multiple responsibilities. But here’s the deal: without a plan, you’re flying blind. Whether you’ve written one book or have a thriving catalog of titles, a solid marketing strategy is what takes you from “just trying things out” to actual, consistent results.
In this blog post, we’ll cover three key elements every author’s marketing plan needs. Plus, there’s a bonus tip at the end, so stick around!
Watch the video below for a full walkthrough of these tips:
Why A Marketing Plan for Authors
Think of a marketing plan like a map. It guides you toward your goals—whether that’s more sales, better visibility, or building long-term readers. Without this map, how will you know where you’re going or how to get there? Consistency is the name of the game, and having a plan in place ensures you’re not guessing what to do next.
Yes, life throws surprises (hello, pandemic pivots!) but a good plan can keep you focused even when unexpected opportunities pop up.
Ready to build a rock-solid plan? Let’s dive into the must-haves.
Promotions and Advertising
Your first priority in your marketing plan: define your promotions and advertising. Think about these questions:
- Are you running ads on your books?
- Will you offer discounts or sales on specific titles?
- Is a book bundle or Kindle Countdown Deal coming up?
Write it all down. You don’t need a fancy software tool. A simple spreadsheet will do the job. Divide your time into columns by week, day, or month—whatever works for you—and start filling in the important dates. Need help with spreadsheets? The internet has tutorials for that. If you could publish a book, you can handle a basic Excel sheet!
Also, plan specific activities: newsletter swaps, group promotions, book clubs, etc. This way, you’ll never stare at your computer screen thinking, “What now?”
Staying consistent with advertising and promotions will build momentum over time. And if something unexpected (like a themed sales bundle) pops up? You’ll already have a structure in place to adjust as needed.
Quick Tip: Plan Ahead for Holidays
Don’t wait until the last minute. If Father’s Day is coming up, start building your promotions weeks in advance. Got a Fourth of July book release? Have everything ready to go so you’re not scrambling.
Social Media Strategy
Your second must-have is a clear social media plan. You don’t need to post everywhere all the time, but you do need a consistent approach. People need to hear about your books—regularly.
A few ideas to get you started:
- Share excerpts or teasers every week.
- Host live readings or Q&A sessions with your readers.
- Post fun throwback content, like highlighting older books or series.
- Give gentle reminders to follow you on platforms like Amazon or BookBub.
And, pro tip: scheduling tools are your best friend. If you don’t have time to manually post, use a scheduling tool or hire a virtual assistant to help. Social media doesn’t have to be overwhelming if you’ve got a plan in place.
Remember: Don’t Just Promote—Engage
Social media isn’t just a one-way street. Reply to comments, answer questions, and interact with readers. They’ll appreciate the effort and become more loyal to your brand.
Newsletter Planning
The third must-have is your newsletter strategy. Your newsletter is one of your most powerful tools, so treat it like gold. The key? Know in advance when you’re sending emails and what you’ll include.
Here’s what to think about:
- Will your newsletter feature new releases, sales, or exclusive content?
- Are you open to newsletter swaps with other authors?
- How often will you send emails? Weekly, biweekly, monthly?
When someone asks if you can include their book in your next newsletter, you’ll be able to answer confidently because you’ll already know your schedule. Plus, having a plan cuts down on the chaos of last-minute scrambling.
Pro Tip: Make It Flexible
Your plan doesn’t have to be set in stone. Think of it as a rough draft—you can always adjust or tweak it as needed.
Bonus Must-Have: Release Planning
Here’s the bonus tip: your release schedule is critical. If you’re not planning your book launches, you’re missing out on massive marketing opportunities.
Let’s say your next book comes out July 5th. Don’t wait until July 4th to start promoting it! Leading up to the release, you can:
- Run sales on related titles in your catalog.
- Share sneak peeks, excerpts, and cover reveals.
- Build your pre-orders and control your Also Bought listings on Amazon.
- Create countdown graphics to build excitement.
Your release schedule should be built into your marketing plan months in advance. That way, every launch feels big and organized—not rushed.
Final Thoughts
If you’re serious about making money from your books, you need a marketing plan. Keep it simple but thorough, and make sure you include these essentials:
- Promotions and Advertising – Plan your sales, ads, and campaigns in advance.
- Social Media Strategy – Stay active and consistent with posts that engage.
- Newsletter Planning – Organize your emails, so they’re ready when needed.
- Bonus: Release Planning – Map out your launches for maximum impact.
With these four elements, you’ll stop feeling lost and start making real traction. Remember, your marketing plan is your guide—it’s flexible and there to help you stay focused.
What’s your favorite way to structure your marketing plan? Let us know in the comments or reach out directly!
