Top Secrets of a Book Marketing Expert Writers Need To Know
Five useful tips every writer can utilize now...
Book Marketing Tips: Tools and Strategies You Need
Whatever you do, don’t share this post with other writers. Shhhhh.
Now, let’s get down to business. As a professional book marketer since 2011 (wow—14 years!) and the author of eight books, I’ve learned how to navigate the marketing landscape effectively pretty well.
My bestselling BadRedhead Media 30-Day Book Marketing Challenge contains many of my tried-and-true strategies (though it’s due for an update to reflect the ever-changing market). Still on the Amazon Top 10!
In no particular order, here are some essential tools and behind-the-scenes shortcuts that can help you elevate your book marketing efforts.
This is Part One of my 5 Useful Tips newsletters.
1. Social Media Probably Won’t Effectively Sell Your Book, But It’s Still Strategically Useful
Social media is not a very effective direct sales tool for books (so stop spamming your book links constantly), but that doesn’t mean you should ignore it.
Depending on several factors, such as how often you post, quality of content, and keyword usage, your posts will help your author platform grow.
Many authors make the mistake of only following other writers, who may not be their target audience.
The real benefit of social media is discoverability—some posts get indexed by Google and other search engines, making it easier for potential readers to find you.
Choosing the Right Social Media Platform For Your Brain and Demographic:
Each platform serves different demographics:
Facebook: Ideal for reaching Boomers and Gen X, who have disposable income and are active book buyers. Read more about using Facebook for book marketing.
Instagram: Best for visually appealing content and connecting with younger readers. Learn how Instagram marketing works.
Twitter/X: Good for networking with industry professionals, though its reach has changed, as has everything else. More on Twitter for authors ⬇️. Google still indexes x posts, so that’s a plus.
Bluesky vs. X for Writers: What's the Best Choice?
If you’re reading this, no doubt you’ve either already left X (formerly Twitter), are considering leaving X, or are unsure - do I need to be on both? Many of us are joining Bluesky by the tens of millions over the last week. Here’s me.
TikTok (BookTok): Powerful for viral book trends, particularly for YA, fantasy, romance, and romantasy. Check out TikTok's Creator Marketplace.
Bluesky and Mastodon: Emerging platforms encouraging meaningful engagement. So far, not much in the way of SEO, but I imagine that will change soon.
2. Spend Money on Ads (Without Wasting It)
Advertising can be highly effective if done with intention. My go-to method is running Facebook ads, which extends to Instagram when using a Business account. This strategy works particularly well if your readers frequent Facebook.
Other options include:
Amazon Ads: Targets readers who are actively searching for books. Get started with Amazon Advertising.
BookBub Ads: Reaches a dedicated community of book buyers. Learn how BookBub ads work.
Google Ads: Helpful for directing search traffic to your book’s website. Google Ads basics.
Pro Tip: You don’t have to spend a fortune. Start with $1 daily for 30 days (or heck, even just a week), and adjust based on cost per click, reach, and engagement.
3. Understand Basic SEO (Search Engine Optimization)
SEO sounds complicated, but at its core, it’s about making your content discoverable and establishing your online visibility.
Think about it this way: When you Google an author, genre, or topic, what search terms do you use? That’s what we need to do for your book(s).
Search engines index blog posts, newsletters, and even social media posts, which means a well-optimized profile or website can drive organic traffic to your books.
What's Author Branding, Anyway?
If you’re like most writers (including yours truly, back before I published my first book ten years ago), branding sounds scary and kind of, well, nebulous.
How to Improve Your SEO:
Use keywords that your target readers search for. Find relevant keywords with Google’s Keyword Planner. You don’t have to run any ads to use this free tool.
Optimize your website and blog posts with meta descriptions and headers. I recommend Authorbytes.com for beautiful, optimized author sites.
Leverage backlinks by guest posting on reputable sites. More on backlink strategy.
Think of social media, blog posts, newsletters, etc., as making deposits in the “Google bank.”
4. Avoid ABS Syndrome (Always Be Selling)
Social media should be interactive, engaging, and reciprocal. If every post is a sales pitch, readers will tune out (plus, each platform's TOS explicitly states that a link in every post is spam, violating guidelines).
Instead, focus on building relationships by sharing:
Personal insights (e.g., writing struggles, book inspirations)
Industry news relevant to your genre
Behind-the-scenes content about your writing process
The more authentic you are, the more engagement you’ll attract.
5. Always Add Alt-Text to Images
Alt-text is a written description of an image designed to assist visually impaired users who rely on screen readers. But it also has SEO benefits—search engines use it to understand your images, helping improve your ranking.
Example of Good Alt-Text:
Instead of saying: “Book cover,” Write: “Cover of ‘The Night Circus’ by Erin Morgenstern, featuring a black-and-white design with red accents.”
Many platforms, including Twitter/X, Facebook, Instagram, and Bluesky, allow alt-text, so use it consistently. *
*If you’re manually posting, it’s easy to add Alt-Text. If not, you can edit your post once it’s live, pretty much everywhere except on X.
Final Thoughts
Book marketing doesn’t have to be overwhelming. With the right tools and strategies, you can create a strong online presence, attract the right readers, and boost book sales over time.
Experiment with different tactics, track your results, and, most importantly—stay authentic in your interactions.
Do you have a favorite marketing tool or strategy? Share it in the comments! Be sure to subscribe so you don’t miss future 5 Useful Tips newsletters!
Coming up:
We’re back with #BookMarketingChat next Wednesday at 2 p.m. PT/5 p.m. ET on X audio spaces. The chat is recorded so that you can listen anytime. Click here to set a reminder and add it to your calendar—topic: 2025 Book Marketing Options.
Special thank you to free Booklinker (more on that in my next useful tips newsletter), my exclusive advertising sponsor!
Some great ideas! Thanks! Curious, how many ads do you run per book? ( I was instructed to have 10 Amazon ads per book, per month)
Great tips all, especially about the alt-text. I never use that. That's about to change.