Practical marketing tips for indie authors

Being an indie author means that you control your destiny, but with that control also comes the massive pain in the arse that is the marketing of your books. Indie and self published authors have the entire burden on their shoulders and unless you have a load of spare cash kicking about to pay someone to do it for you, well, it’s all on you. 

Here are some practical, results-driven marketing tips every indie author can use and they’re ones I’ve used over the years. 

1. Know your audience

This is easier said than done when you’re first starting out. Chances are you don’t have a clue who your audience is because you don’t yet have one! Research. Look at other authors in your genre who write similar stories to you. Who are their readers? Find that out and you’ll be on your way. Marketing is a hugely time consuming effort and with most things in life the more time and effort you devote to it the better the results are likely to be. 

You need to ask yourself:

• Who are your ideal readers?

• What other authors or books do they enjoy?

• Where do they hang out online?

Create a simple reader profile. For example, if you write sci-fi thrillers with military elements, your readers might be active in Reddit communities, on Facebook genre groups, or follow related BookTubers. Understanding your audience helps you tailor your messaging and choose the right channels.

2. Build a strong author brand

Your brand is more than just a book cover or a logo, it’s the consistent image and tone you present across all platforms. To build a professional, memorable brand:

• Use the same author photo and bio across Amazon, Goodreads, your website, and social media.

• Pick a colour palette, font, and style that match your genre and stick with them.

• Craft a short, compelling tagline that encapsulates your writing.

In my case I use: “Creating worlds of epic adventure.”

The way you are perceived online also goes into this. Are you seen as a rebel? Someone who is opinionated? An expert in something? Funny? Embrace your strengths. 

3. Create a professional author website

Your website is your digital home base. It doesn’t need to be complex, but it should include:

• An author bio

• A blog or news section (optional, but good for SEO)

• Links to buy your books

• A sign-up form for your mailing list

• Contact information or a media kit

Use services like WordPress, Wix, or Squarespace, or check out Bookbub who’s easy to use website creator is now online. Make sure it’s mobile-friendly, many readers browse on their phones.

Here’s mine for example - https://msolney.com/ 

4. Start and grow your email list

An email list is one of your most valuable marketing tools. It gives you direct access to readers without relying on weird and crappy algorithms. Offer a reader magnet (a free short story, novella, or sample chapters) in exchange for an email address. Sites like Bookfunnel can be of help but be aware that the vast majority of the readers who use such sites are freebie hunters. Great if you want to give your work away for free, not so great if you want to make some money.

Use services like MailerLite or ConvertKit to manage your list and send regular updates. Do not spam. Instead, share valuable content: book news, sneak peeks, giveaways, or personal insights into your writing journey.

Aim to email your list once or twice a month to keep engagement strong. Yes I know every author seems to have a mailing list these days and many readers are burnt out with the sheer volume of emails they receive, which is why making a presence on place like Substack can make you stand out a bit. Most importantly of all, ensure your newsletters are interesting and engaging. 

5. Make the most of social media

Yes social media sucks 99% of the time but good news! You don’t need to be on every single platform—just pick one or two where your audience is active and where you enjoy spending time. For authors, X, Instagram, TikTok (BookTok, bleurgh), Facebook (Deadzone or filled with OAPs), Threads (Lefty cesspit) and Blue SK----(lol, no. Don’t go there. Absolute lunatics infest it) are popular choices.

Tips for effective social media use:

• Mix promotion with personal or entertaining content (80/20 rule)

• Use visuals: book aesthetics, quotes, writing updates

• Join or create hashtags in your niche (#indieauthor, #kindlebooks, etc.)

• Engage with your followers—reply, comment, like their posts

Remember, consistency beats frequency. Show up regularly, even if it's just once a month. 

6. Harness the power of Amazon and other retailers

Amazon is the biggest sales platform for most indie authors, so optimising your presence there is critical:

• Use strong, relevant keywords in your book’s title, subtitle, and description

• Choose the best categories—look for ones with decent traffic but less competition

• Get early reviews through ARC readers, newsletters, or review swaps

• Use Amazon Author Central to update your author page, bio, and blog feed

Also consider experimenting with Amazon Ads once you have a few reviews and a strong blurb. If wide take advantage of the tools the likes of Apple and Kobo offer. Draft2Digital always sends you word of any sales or promotions coming up too.

7. Run promotions strategically

Limited-time discounts and free promos can drive visibility, especially when tied to a broader plan. Sites like BookFunnel, BookBub, Freebooksy, and Ereader News Today let you submit your deals to readers hungry for new reads.

Combine a price promo with:

• A newsletter swap with other authors

• A Facebook ad or Amazon ad campaign

• A social media countdown or teaser posts

Always follow up with readers: invite them to join your list or read your next book.

8. Collaborate with other authors

Most indie authors are not your competition they’re your allies. Look for cross-promotions, box sets, anthology projects, newsletter swaps, or group giveaways.

Collaborating with authors in your genre exposes you to new readers, and you can pool resources for marketing. Platforms like StoryOrigin, BookFunnel, and BookSweeps are great for managing group promotions. Just be careful, as I’ve mentioned before in other blogs there are plenty of scammers and underhanded people out there.

9. Collect and use reader reviews

Reviews are crucial for social proof and platform visibility. Politely encourage reviews at the back of your book or via your mailing list. Consider adding a simple line like:

“If you enjoyed this story, a quick review on Amazon or Goodreads would mean the world.”

Don't incentivise reviews with gifts (as it breaks Amazon's policies), but do make the process easy and respectful.

10. Keep writing and publishing

One of the most effective long-term marketing strategies is having more books available. Each new release builds momentum, reaches more readers, and provides new promotional opportunities.

Series especially perform well because readers love to binge. Even standalone books can benefit from thematic branding or being loosely connected.

Make a realistic publishing schedule that works for you and stick to it. Marketing gets easier when you’ve got more products in your catalogue.

Marketing is a long game and even with large budgets it’s tough. It’s about building trust, showing up consistently, and nurturing your reader community. Start small, stay authentic, and focus on what works best for you. Every successful indie author started where you are—one book, one post, one email at a time.

If you keep writing and keep showing up, your audience will grow. Persistance is everything.

If you enjoyed this article please consider supporting us via Patreon or become a paid subscriber to our Substack.