Marketing Services Every Self-Publishing Author Should Consider (And What You Can DIY)

For many self-publishing authors, the hardest part of publishing a book begins after it has been printed. Writing, editing and designing your book may have taken months or even years, but once it’s available to readers, the next challenge is making sure they know it exists. With so many books competing for attention, effective marketing is often what makes the difference between a book that finds its audience and one that goes unnoticed.

The level of support you'll have will depend largely on the publishing route you’ve chosen. Authors who work with a self-publishing full service provider such as Troubador Publishing can benefit from expert guidance and a range of professional marketing services, while those publishing directly through platforms such as Amazon KDP will usually be responsible for organising and managing every aspect of their book’s promotion themselves. Neither approach is right or wrong – they simply offer different levels of support and flexibility.

The good news is that marketing doesn't have to be an all-or-nothing exercise. There are plenty of activities that authors can do themselves, from building an online presence and engaging with readers on social media to arranging local events and encouraging reviews. At the same time, there are areas where professional expertise can be invaluable, whether that’s securing media coverage, promoting the book to the wider book trade or creating a professional author website.

Knowing which tasks are worth tackling yourself and which are best outsourced can help you make the most of both your time and your budget. In this blog, we’ll explore the marketing services available to self-publishing authors, alongside practical DIY marketing activities that can help you give your book the best possible chance of success.

Book Trade Promotion

For many authors, seeing their book on the shelves of a bookshop is the ultimate goal. While it's certainly possible, it’s important to understand that getting a book into bookshops is one of the most challenging aspects of book marketing.

Booksellers have a limited amount of shelf space and an almost unlimited number of books to choose from. Every year, thousands of new titles are published, and independent bookshops and national chains alike must carefully decide which books are most likely to appeal to their customers. As a result, they are under constant pressure to make the best use of the space they have available.

Simply publishing a book and making it available through online retailers is rarely enough to secure bookshop stock. Booksellers are far more likely to consider titles that are professionally presented and available through established distribution channels. They also need confidence that books can be supplied efficiently and, where appropriate, returned if they don't sell.

This is where working with a full-service self-publishing company such as Troubador Publishing can make a significant difference. Rather than navigating the complexities of book trade promotion alone, authors can benefit from established relationships with wholesalers and booksellers (such as our direct supply relationship with Waterstones), as well as expert advice on how to position their book for the retail market. Professional metadata, sales representation and industry-standard distribution all help ensure your book is presented to the trade in the best possible way.

While no publisher can guarantee bookshop placement, having experienced professionals promoting your book to the trade gives it a much stronger chance of being considered than if you were approaching booksellers independently. Combined with your own efforts to build an audience and generate demand, professional trade promotion can play an important role in helping your book reach readers both online and on the high street.

Traditional Media Campaigns

Despite the growth of social media and online advertising, traditional media still has an important role to play in book marketing. Coverage in newspapers, magazines, radio or television can help introduce your book to a much wider audience, while also adding credibility that can encourage readers, booksellers and event organisers to take notice. A well-placed interview, feature or review can generate interest that extends far beyond the initial publication date.

Securing that kind of coverage, however, is rarely as simple as sending a quick email to a media outlet. Journalists receive hundreds of pitches every week, so understanding what makes a story newsworthy – and tailoring your approach to the right publications – is essential. It’s also important to know how and when to contact journalists, what information they need and how to present yourself as an author in a way that captures their interest.

This is where working with a full-service publishing company such as Troubador Publishing, or an experienced freelance publicist, can be invaluable. Professional publicists have established media contacts, understand what different outlets are looking for and know how to position both your book and your personal story to maximise the chances of coverage. They can also write compelling press releases, manage media enquiries and advise you on interviews, ensuring you make the most of every opportunity.

However, that doesn't mean authors can't run their own media campaign. If you're working to a smaller budget, producing your own press release and approaching local newspapers, magazines, radio stations and relevant online publications can be an effective way to generate publicity. This approach can work particularly well if you already have contacts in the media or your book has a strong local connection or topical angle that is likely to interest journalists.

For authors who want to manage the campaign themselves, or who are publishing through Amazon KDP or other online platforms, but would benefit from professional support, Troubador's sister company, Libero, offers a press release writing service. A professionally written press release can provide a strong foundation for your campaign, allowing you to approach journalists with confidence while keeping costs lower than a fully managed publicity campaign.

Whether you choose to outsource your publicity or handle it yourself, the key is to remember that journalists are looking for stories, not sales pitches. Focusing on what makes your book, your expertise or your personal journey genuinely interesting will always give you the best chance of attracting media attention.

Amazon A+ and Advertising

For many self-publishing authors, Amazon is where the majority of book sales will take place, making your product page one of your most important marketing tools. It's not enough for readers to simply find your book – they also need to be persuaded to buy it. That's where Amazon A+ and Amazon Advertising can work together to increase both visibility and sales.

Amazon A+ enhances your book’s product page with professionally designed images, graphics and additional information that helps readers learn more about your book and your author brand. Rather than relying solely on the standard book description, Amazon A+ allows you to showcase key features, highlight reviews, introduce other books you've written or provide readers with a richer insight into what they can expect. A well-designed product page not only looks more professional but can also improve conversion rates by giving potential buyers greater confidence in their purchase.

Amazon Advertising helps readers discover your book in the first place by displaying sponsored listings within Amazon's search results and across relevant book pages. When managed effectively, advertising can put your title in front of readers who are actively searching for books in your genre or subject area, making it a valuable way to increase visibility, particularly around a book launch or promotional campaign.

For authors published via Troubador, our team is available to oversee your Amazon A+ presence, while those opting for independent routes through online retailers can access these professional design services via Libero. In contrast, because of the intensive daily monitoring required for effective Amazon Advertising, we do not provide this as a managed service, given the sheer volume of titles we support simultaneously. Fortunately, writers can easily take charge of their own campaigns using an Author Central account; for those seeking further guidance, Amazon provides a comprehensive guide to advertising for authors.

Social Media and Author Websites

Building an online presence is one of the most effective ways for self-publishing authors to connect with readers, and two of the most valuable tools are social media and an author website. Together, they give you the opportunity to share your writing journey, promote new releases and create a space where readers can get to know you beyond your books.

When it comes to social media, authenticity is key. Readers increasingly want to connect with the person behind the book, which is why we generally recommend that authors manage their own social media accounts wherever possible, however there may be professionals online who are able to advise and guide on your overall social media strategy. Whether you’re posting on Instagram, Facebook, TikTok or LinkedIn, your personality, enthusiasm and genuine interactions are what help build a loyal community. While professional guidance on social media strategy can be useful, your readers are following you because they want to hear your voice, not someone else's.

An author website, however, is often worth investing in professionally. Your website acts as your online home, giving readers a central place to learn about your books, sign up to your mailing list, find upcoming events and contact you. A well-designed website also helps present you as a professional author and gives you complete control over your online presence, rather than relying solely on social media platforms and their ever-changing algorithms.

For authors who would like a professional website without the hassle of designing and maintaining one themselves, Troubador offers an author website service that is available not only to authors publishing with Troubador but also to independently published authors. Whether you’re looking for a simple online presence or a more comprehensive website to support your long-term author career, investing in a professionally built website can provide a strong foundation for all of your future marketing activities.

Choosing the Right Marketing Approach For You

There's no single formula for successfully marketing a self-published book. Every author has different goals, budgets and strengths, and the right approach will depend on how much time you're able to dedicate to promotion as well as the resources available to you.

Many of the most effective marketing strategies combine a mixture of DIY activity and professional support. Managing your own social media, attending events and engaging with readers can help you build genuine relationships, while investing in specialist services such as trade promotion, publicity, website design or Amazon A+ Content can give your book a level of professionalism and reach that is difficult to achieve alone.

The most important thing is to think of marketing as an ongoing process rather than something that only happens when your book is launched. By choosing the right combination of activities – and knowing when it's worth calling on expert support – you’ll be giving your book the best possible opportunity to find its audience and enjoy long-term success.