MARKETING and PROMOTION - Arabella Sheen

 

WEEK FIVE – MARKETING and PROMOTION

 The words have been written and the story told. Congratulations on completing your novel! That’s a huge achievement. Now that the manuscript is done, here are some key steps an author should consider doing next:

1. Revision and Editing

2 Decide on a Publishing Path

3. Build Your Author Platform

4. Marketing and Promotion

5. Legal and Business Considerations

6. Plan Your Next Steps

 

Over the next couple of weeks, I’ll be posting several blogs that cover these steps in more detail, and I hope they'll be useful to you.

Happy writing…

Arabella Xx

 

 Marketing and promoting a book is a critical phase—whether you're traditionally published or self-published, much of the success depends on you. Once your book is written and either published or ready to launch, here are the key things to consider doing next:

1. Set Clear Marketing Goals

What are you trying to achieve?

Sell copies?

Grow your email list?

Get reviews?

Build long-term readership?

Your goals shape your tactics. For example, a free promo might be great for visibility, but not direct profit.

 

2. Plan a Launch Strategy

A well-coordinated launch can make a huge difference.

Pre-Launch (3–6 months before release)

Build buzz: Teasers, cover reveals, excerpts.

Create a street team or ARC team (Advanced Review Copies) to gather early reviews.

Line up endorsements or blurbs from other authors.

Submit to book bloggers, YouTubers, or review sites (many require months of lead time). 

Launch Week

Email your list with a launch announcement.

Host a launch event—virtual or in-person.

Boost visibility with ads or giveaways.

Get social: Use countdowns, behind-the-scenes posts, and celebratory updates.

Post-Launch

Keep promoting through long-tail efforts like content marketing, podcasts, ads, and series-building.

 

3. Build a Long-Term Marketing Engine

A launch is just the beginning.

Email marketing: Regular newsletters to nurture readers (recommendations, new releases, behind-the-scenes).

Content marketing: Blog posts, YouTube videos, or podcasts on relevant themes or writing topics.

Social media: Maintain a presence and engage with your audience.

Search engine optimization (SEO): Optimize your website for discoverability (especially useful for nonfiction).

 

4. Use Promotional Tools and Platforms

Email newsletter swaps: Partner with authors in your genre to cross-promote.

Giveaways: Goodreads, BookFunnel, or KingSumo for list-building.

Ad platforms:

Amazon Ads: Best for direct book sales.

Facebook/Instagram Ads: Better for audience building or promoting series.

BookBub Ads: High-performing but takes testing.

Promo sites: Freebooksy, Bargain Booksy, Book Cave, etc. (especially useful during sales or price drops).

 

5. Collect and Leverage Reviews

Early reviews help boost credibility and visibility (especially on Amazon).

Encourage reviews via:

Your email list.

Your ARC team.

Gentle nudges in your book’s back matter (“If you enjoyed this book…”).

Never pay for fake reviews—it violates platform policies and reader trust.

 

6. Know Your Audience and Genre Expectations

Your marketing should reflect your genre and reader psychology:

Romance readers may respond to emotional imagery, character-driven teasers.

Thriller fans often love high-stakes taglines or plot twists.

Nonfiction readers want value, clarity, and authority.

Study successful authors in your niche—what are they doing on Amazon, Instagram, or their websites?

7. Track, Analyze, and Adapt

Use data to see what’s working.

Sales dashboards (Amazon KDP, IngramSpark, etc.)

Email open rates and click-throughs.

Ad performance metrics

Social media insights

Marketing is iterative—don’t be afraid to pivot based on what readers respond to.

8. Create a Funnel for Long-Term Reader Engagement

Free lead magnet → email list signup → nurture sequence → book/series promotion

Hook readers with one great book, then lead them to your backlist or next release.

Bonus Tips:

Add a call-to-action at the end of your book (e.g., “Want the next one free? Join my list!”).

Create a reader magnet (short story, deleted scenes, etc.) to entice signups.

Schedule seasonal promotions (holidays, summer reads, etc.) to revive interest.

Happy Marketing and Promoting your books...

Arabella Xx

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