How to market a self-published book in Australia
An increasing number of modern authors are beginning to see the appeal of self-publishing or publishing through a small, independent company over more traditional methods, since it often lends the author more creative and legal control over their work. In fact, the self-publishing market is expected to grow 17% per year, whereas the traditional market is only predicted to grow 1%. However, self-publishing can be time-consuming, expensive, and risky – done wrong, there is no guarantee that your book will sell at all, let alone pay off the cost of a marketing scheme. Here are six steps to marketing your independently published book that sets you up for your best chance at success.
It is important to define who you are as an author and what kind of audience you want your book to attract. Often (but not always!) self-published books are written on a niche topic or within a niche genre, which may hinder its success through traditional publishing. Even if you are producing more mainstream work, it is crucial you are marketing to people that will be interested in your book. Write an artist biography to provide an overview of yourself and your experience, and ensure you are crafting a persona that reflects well on your work and anyone you may collaborate with, for marketing or future projects.
2. Create a website
Self-publishing, for the most part, now happens online – at the very least, authors should have a website. This will be the first stop for people searching for your name or book title, and should include your bio, information about your book, as well as some sort of blog for you to interact with your growing audience. For non-fiction, this can be a great place to discuss topical events in reference to your book, which will attract even more attention. You can also post updates on new books, upcoming events/festivals you will be attending, contests and giveaways, and so on. For authors that have the time and resources to build their own website, platforms such as Squarespace, WordPress, and Wix all make it relatively straightforward, with step-by-step tutorials and a lot of options for customisation. Alternatively, you can pay someone to build a website for you – Fiverr is great for finding independent professionals to help you complete a project.
3. Build a presence on social media.
While websites are great for collating information and maintaining your brand, social media can be just as important. Platforms such as Facebook, Instagram, and TikTok may not feel like the most professional methods of marketing, but their algorithms are designed to send your content to people already interested in your niche – in other words, readers and other authors within your genre. It is also a great place to have some fun with your audience, post updates on your publishing journey, and encourage other authors to do the same. In short, social media is all about building communities. It can be overwhelming to decide which platforms are worth your time and energy – this blog post breaks down a few of the most popular platforms, including what marketing entails for each. Instagram and Facebook also allow you to automatically upload new posts to both platforms, which can help things feel much less overwhelming and halves the amount of work needed.
4. Using the algorithms.
Both social media platforms and online marketplaces employ computer systems to make decisions about what content/goods are recommended to their users. There are a few easy things you can do to make the most of these systems instead of being drowned by them. First, find creators that produce content within your niche, and note the tags/keywords they use in their listings or posts. You can include those in the blurb of your book wherever possible and include them as tags on social media and in blog posts. Setting your book to pre-order will boost the number of sales made on the first day of your book’s actual release, which increases its chances of being put on a bestseller list for the day and getting even more exposure. Finally, promotions, discounts, and giveaways can help increase the number of sales and reviews your book receives, and it is a great incentive for people to interact with you on a specific platform.
5. Cover and blurb.
The first thing people will judge your book by, despite the idiom, is its cover. If you have some background in graphic design/visual arts, then perfect! Otherwise, it may be prudent to hire an artist that can design the cover for you – some great artists can be found on 99Designs, or once again through Fiverr. The more professional and polished your cover appears, the more likely it will be taken seriously. Your blurb is the second part of your book readers will assess. It is important for the blurb to be as powerful as possible – include only the best quotes from the book, create a powerful hook, and include some reviews (see below).
6. Get reviews.
Most readers will quickly look to the reviews of a book to see how it is currently being received, and if others think it is worth the purchase. You can begin by asking family and friends to leave a review, which sets up your book’s credibility (and by extension your credibility as an author). To make the most of this, try to get reviews from people that already have a platform within your niche/genre, since their opinions will hold more weight within the community and foster greater attention. You can also try partnering with a company or organization relevant to your book for even greater reach; Goodreads allows you to create your own author page, which allows you to promote your book and interact with readers.
7. Get yourself (and your book) everywhere.
Get out and network! Attend local festivals, interact with reading/writing groups, reach out to other local authors, and engage with other creators online through collaborations and interviews. The more active you are in the writing space, the more likely you and your work will be noticed. SCWC has a list of various festivals, awards, and other resources to help with the networking process, available here, as well as a book launch program and a space for member’s books in our newsletter.
Resources collated by:
Rhiannon Chappell-Rollo
2023