So, you've finally completed your manuscript, navigated the trials of self-publishing, and launched your book into the world. Congratulations! But before you pop the champagne and sit back to watch the royalties roll in, there's one crucial aspect you cannot afford to skip: ongoing marketing.

Book marketing isn't a one-time task; it's a continuous effort to keep your book visible to your target audience. Just as you dedicated time and effort to writing your book, you must also commit to promoting it consistently.

Early in my publishing career, a client hired me to assist in self-publishing her book. We meticulously crafted her content, ensuring it resonated with her ideal audience, underwent thorough editing, designed a cover aligned with genre trends, and strategically launched it to bestseller status. However, six months later, she declared her book a failure due to low sales.

How could that be?

Upon investigation, I discovered she had neglected crucial post-launch marketing efforts. This experience prompted me to recognize the importance of educating authors on ongoing promotional strategies. Thus, I began creating content, offering courses, and nurturing a community to empower authors in their marketing endeavors.

It’s important to note that while I can teach you effective marketing strategies, your commitment and effort are essential for long-term success in sharing your message and achieving your goals as an author. While you could hire a PR firm to help with some of it, ongoing marketing is ultimately the author’s responsibility.

In Chapter 11 of my book, Self-Publishing Success, we delve into the realm of post-launch marketing—a phase that's vital for ensuring your book reaches its full potential. Here are 23 strategies I recommend to keep your book in the spotlight long after its release:

Amazon Ads: Utilize pay-per-click advertising to target potential readers searching for keywords and other titles related to your book.
Facebook Ads: Tap into the vast user base of Facebook to reach your ideal audience with targeted ads.
Goodreads Author Profile: Claim your author profile on Goodreads and engage with readers in the world's largest community of book lovers.
Bookbub Featured Deal: Apply for a chance to have your book featured to millions of subscribers on Bookbub. (Don’t forget to create your author profile first!)
Podcast Interviews: Pitch podcast hosts to share your expertise and expand your reach through interviews. Peruse podcast directories or use a matching service such as Matchmaker.fm or Podmatch.com.
Pitch Journalists: Offer valuable insights to journalists for potential inclusion in articles.
Local Media Appearances: Secure interviews or features on local news stations to boost your visibility.
Approach Bookstores: Pitch local and chain bookstores to carry your book, expanding your distribution. Tip: Offer to send readers there to purchase and let the stores know you’ll send them business!
Create a Book Funnel: Offer additional products or services to readers through a sales funnel. This is especially important when you’re utilizing your book to grow your business or when you have an upsell to offer.
Contribute Articles: Establish authority by writing for online platforms in your niche. Google “[your niche] write for us” to return the submission pages for online publications seeking writers in your area of expertise.
Maintain Your Blog: Keep your website fresh with regular blog posts to attract new visitors. This will not only help with SEO but will also allow you to nurture your audience with valuable free content.
Microblog on Social Media: Share bite-sized content on social media platforms to engage your audience. Tip: right now, reels are all the rage, so don’t discount those short video clips!
Start a YouTube Channel: Leverage video content to share insights and connect with your target audience.
Host a Podcast: Launch your own podcast to share your expertise and grow your following.
Grow Your Mailing List: Continue nurturing your mailing list for ongoing engagement and promotion.
Facebook Group Engagement: Foster community and provide value through a dedicated Facebook group.
Start a Book Club: Facilitate discussions around your book to deepen reader engagement. Tip: offer a list of thought-provoking questions related to your book that others may use to begin their own book club with your book as the subject!
Create an Online Course: Offer a deeper dive into your book's topic through an online course. Expand upon your book’s teaching by offering worksheets, video tutorials, bonus content, and more!
Group Coaching or Mastermind: Provide additional support and mentorship through group coaching or mastermind programs.
Offer One-on-One Mentoring: Cater to individuals seeking personalized guidance and support.
Host Retreats or Workshops: Create immersive experiences to connect with your audience. (These can be done in person or online!)
Run Kindle Promotions: Periodically discount your Kindle edition to attract new readers and boost sales. Hire book promoters to feature your eBook to their mailing list of readers.
Write More Books: Expand your reach and credibility by creating a series of books on related topics. Don’t forget to claim them on your Amazon Author Central profile!

Remember, the goal of post-launch marketing is to continually share your message and expertise with the world. You don’t have to do it all at once. Select something from the list that resonates with you, and begin there.