If you’re an author, you know the importance of promoting your book online – after all, you want the world to know you wrote a book, you want people to buy your book – and, of course, the media to talk about your book.

Whether you’re a self-published author or part of a publishing house, the right approach to marketing and PR can make a significant difference. Here’s a sample book publicity plan that authors can use to help navigate through pre-launch, launch, and post-launch phases. Read the checklist below to guide you through your book publicity process, from preparation to book launch, and beyond.

Your Book Publicity Checklist

Here’s your complete marketing and publicity checklist to keep you on track for your book launch.

• 4-6 Months Out 
• 2-4 Months Out 
• 1 Month Before Launch 
• Launch Week
• Launch Day 
• Post Launch 

4-6 Months Out 

It’s time to begin the promotion of your book launch.

• Create Your Website. Your website should be the hub of all your marketing efforts. It’s where you tell your story, showcase your book, and connect with your audience. Consider whether it should be a unique website or landing page versus a tab on your current website. In either case, ensure its up-to-date, mobile-friendly, and SEO-optimized. Your book website is your digital storefront – use it to your advantage.
• Build Target Audiences Lists. Identifying and segmenting your audience is critical to a successful book launch. Start compiling lists of readers, reviewers, bloggers, and influencers in your genre. You may also want to add the media as a 5th list. Create tabs on a spreadsheet (I like Google Docs) to make the information easy to read, edit, and track with your team.
• Put Together an Advocates/Street Team. These are your book champions. Equip them with the necessary tools and information to help spread the word in their circles. Recruit enthusiastic fans that will drum up interest in your book. 

2-4 Months Out

It’s time to ramp up your book promotion efforts. 

• Create a Press Kit. A well-crafted press kit makes covering your book easier for media outlets. It should include your book’s summary, author bio, high-resolution images, and contact information. Plus, it’s a great place for reviews, testimonials, and links to social media (for starters).
• Marketing Collateral. These physical materials are essential for book readings, signings, and literary festivals. Make sure they’re visually appealing and always have a call to action (CTA). Design bookmarks, postcards, and marketing materials you’ll need moving forward.
• Book Trailer and Synopsis. Do you want or need a trailer? If you’re looking for maximum visibility and to ramp up your Amazon Author Central page, why not? With so many AI design options, you can create an engaging book trailer and refine your book synopsis. Your goal is to hook readers.

1 Month Before Launch 

This is a time to intensify the visibility of your book.

• Social Media Campaign. Regular updates, teasers, and interactive content will intensify your social media presence. With platforms like Instagram, Twitter/X, Facebook, and TikTok, you can promote your book to a broader audience. Engage your social followers with interactive posts, live sessions, and Q&As. Stay organized with a content calendar, track your posts and efforts, and gain valuable feedback. Don’t be afraid to repurpose content, either.
• Email & Direct Mail Outreach. Those lists you created a few months prior are a gold mine of information. Regular communication with your audience will pique their interest in your upcoming book, so share updates, insights, and exclusive content.
• Networking. Stop moaning and groaning. Building a solid network in the literary community can open doors to many opportunities. Connect with fellow authors and industry professionals and join online forums and Facebook groups. Find your people and hang with them.

Launch Week

Your launch week is a time to maximize your book’s exposure.

• Book Reviews. Positive reviews and endorsements from credible sources greatly influence potential readers. Reach out to reviewers before your launch and ask for as many reviews and endorsements as possible.
• Pre-Orders and Orders. Encourage pre-orders because they’ll impact your launch day success and serve as a barometer for what your market has to say.
• Podcast and Blogging. Appear as a guest on podcasts and guest blogs. Getting publicity is the end goal! You’ve got to write your pitch and practice your book pitch beforehand.
• Speaking Opportunities. Speaking at events positions you as an authority in your field and helps you promote your book. Be strategic and schedule speaking engagements at events that attract your target market.

Launch Day 

Congrats, you’ve made it to the big day!

• Amazon Best Seller Campaign. Strategize to boost your sales on Amazon. Research keywords that align with your book and genre, categories, and promotional tools effectively.
• Incentives, Thank You’s, and Bonuses. Offer special deals and bonuses to early buyers. Signed book copies, complimentary coaching sessions, tag along book tours, special swag, or co-promotional opportunities.
• Virtual Blog Tours. Participate in a series of virtual blog tours. It expands your book’s visibility to a diverse global audience and gets your name out there to bloggers and influencers. Not sure what tactics should be on your book publicity plan? Check out these cost-effective marketing strategies to give you a head start.

Post Launch 

Here’s what to do to continue your post-launch momentum.

• Multiple Copy Sales Targets. Think about bulk sales opportunities. How would your book serve a larger audience, and who might that be?
• Contests, Giveaways, and Raffles. Keep your audience engaged with exciting contests and giveaways.
• Book Launch/Thank You Party. Host a virtual and, depending on where you’re located, an in-person party to celebrate and thank your supporters.

The Bottom Line for Book Publicity

Your journey from manuscript to publication and promotion of your book is unique. Devote at least one hour a day to promoting your book. Experiment with the right mix of marketing and PR strategies. And keep the momentum. Publishing a book is a marathon, not a sprint. One right step after the other.

Happy writing, and best of luck promoting your upcoming book!

Robin Samora is a marketing and PR consultant that has worked closely with authors to help with their book promotion. If you’re an author looking for help and guidance to promote your book, reach out online.