Promoting Your Book On A Budget

If you think finishing your book was the hard part, hold on to your hat. Promoting it is about to kick you well and truly out of your comfort zone.

One of the major positives to writing, for me at least, is the solitude. The older I get the less of a people person I become, picking fictional characters over the real folks of the world all day every day.

However, the reality of today’s publishing market is that no matter how you publish - traditionally, through a hybrid publisher, or independently - you, as the author, must take an active role in promoting your book so readers can discover it.

With this in mind, imagine my absolute horror when informed that promoting my book meant promoting myself. The thought alone very nearly sent me scuttling into Hermitsville, abandoning all foolish notions of publishing along the way! Resisting the urge to throw the towel in, I tentatively started to research. It was a tad daunting. The options can be overwhelming and often pricey.

So where is the best place to start.

Utilizing social media is one of the most cost-effective options. Social media influencers can be great…if you are able to actually make contact with them. I reached out to about 50 book influencers on Instagram and received responses from five. Of these five two were sent the manuscript and ghosted me…read into that what you will. The other three were amazing. They offered constructive feedback, posted my book with selling links on their social media, and posted reviews on Goodreads and Amazon (FYI the IG profiles of these magical creatures are as follows - Libro_valkyrie, somebooksareworthmeltingfor, and SilverRibbonReviewer).

NNBooklight provided one of most reasonably priced paid promotion packages on Instagram. Unsolicited press provided fantastic feedback.

Having an online presence is essential. As soon as you receive your ISBN you are able to set up an Amazon author page which allows readers to follow you and gives free updates on sales activity. Goodreads also allows readers to follow authors. On their author platform you are able to engage with followers, answer questions, and even post blogs.

Setting up social media pages is one thing, but the essential element is to create content on a regular basis. Therefore, it is important to only create what you can effectively manage. In the beginning, pick one thing you can do reliably and commit to it. That might be posting on social media weekly, sending a monthly newsletter, or writing short blog posts. Consistency matters more than volume. Showing up reliably helps readers recognize you and builds trust over time. Show up regularly, resist excuses, and push past the urge to quit early. Consistency over time is what turns effort into an audience.

One of the first steps any author should take is to build an author platform. An author platform is simply the place where readers can find you. This could be a basic website, an email list, or a social media profile you enjoy using. Many free website builders and email marketing tools are available, making it easy to create a professional presence at little to no cost. An email list, even a small one, is especially valuable because it connects you directly to readers who already care about your work.

I use my website to post a weekly blog. I then create IG, Facebook, and Bluesky posts to promote said blog. More recently I have started to mash up my TikTok posts to include blog updates along with promoting existing and new publications. Authentic engagement is the key to maximizing this particular platform - replying to comments, joining conversations, and supporting other authors often works better than constant self-promotion.

If you possess the courage, offer to speak at libraries, schools, community centers, or virtual events related to your book’s topic or genre. Many organizations welcome authors and don’t require speaking fees. These appearances help position you as an expert or storyteller and often lead to book sales through word of mouth.

Reviews are essential for discoverability. I sent out a number of copies to ARC readers and requested that in return they leave honest reviews on platforms like Amazon or Goodreads, which the majority of them were gracious enough to do.

Book promotion is a long-term effort. Resist making excuses or giving up too soon if results aren’t immediate. Audience growth takes time, especially on a budget. Small, consistent actions add up, and every reader you connect with becomes part of your foundation for future books.

Promoting your book without spending a lot of money is absolutely possible. Much like writing itself, it takes self-discipline to protect the process. On social media, not every post has to focus on writing. Followers want to form a connection with you as a person not just as an author, so have some fun with it. Often the most random and unplanned posts result in the most traction. Plus, being yourself is far easier to sustain over time than trying to be who others expect you to be, even if the real you is a little unhinged.