Book Marketing Guide
Book Marketing Plan Template
A complete marketing plan for self-published authors — from ARC campaigns 12 weeks out to ongoing ad strategy, with budget allocation that actually moves the needle.
Build your review team before launch day — reviews are the engine everything else runs on.
How to Build a Book Review Team12 weeks
Minimum pre-launch runway
20+ reviews
Target at launch day
6 phases
Pre-launch through annual strategy
The 6-Phase Book Marketing Timeline
A repeatable launch framework for every book — adapt the timing to your publication schedule.
12+ Weeks Pre-Launch
- ✓Finalise cover and run beta reader polls
- ✓Set up ARC campaign on iWrity and recruit readers
- ✓Create or update Amazon Author Central page
- ✓Write back-cover blurb variations for A/B testing
- ✓Set pre-order page live with final metadata
- ✓Plan cover reveal date and assets
4–8 Weeks Pre-Launch
- ✓Send ARCs to all confirmed readers
- ✓Optimise KDP keywords and categories
- ✓Begin email list warm-up sequence
- ✓Schedule social media cover reveal
- ✓Set up Amazon Ads campaigns in draft
- ✓Book promo site placements for launch week
Launch Week
- ✓Publish at $0.99 or run KDP Free promotion
- ✓Activate Amazon Ads (auto + manual campaigns)
- ✓Send launch announcement to email list
- ✓Follow up with ARC readers for review reminder
- ✓Post across all social channels with buy links
- ✓Monitor category rank and tweak categories if needed
Month 1 Post-Launch
- ✓Ramp Amazon Ads budget as reviews accumulate
- ✓Raise price to full rate after launch week
- ✓Monitor ACoS and pause underperforming ad groups
- ✓Track category rank — aim for Top 100 sub-category
- ✓Collect reader testimonials for social proof assets
- ✓Submit to BookBub for a Featured Deal consideration
Ongoing (Months 2–6)
- ✓Maintain Amazon Ads with weekly bid reviews
- ✓Send monthly newsletter with new content
- ✓Build series funnel — link Book 1 to Book 2
- ✓Run 1–2 price promos per quarter with promo sites
- ✓Guest post or podcast appearances in your genre
- ✓Grow ARC list for next book launch
Annual Strategy
- ✓Apply for a BookBub Featured Deal
- ✓Review and refresh book descriptions
- ✓Run a series box set or bundle campaign
- ✓Analyse annual ad spend vs revenue by title
- ✓Re-evaluate pricing across backlist
- ✓Plan next book launch and ARC campaign
The ARC Campaign Is the Foundation
Every other activity in your marketing plan depends on reviews being present when readers land on your book page. iWrity makes it easy to recruit, manage, and track ARC readers so you launch with social proof already stacked.
Start Your ARC Campaign FreeBook Marketing FAQ
What should a book marketing plan include for a self-published author?+
A solid indie author marketing plan covers: pre-launch ARC/review campaign (12+ weeks out), metadata and cover optimisation (8 weeks out), an email list launch sequence, launch week price promotion or free run, Amazon Ads campaign, and a post-launch content calendar. The most overlooked piece is the ARC campaign — reviews at launch are non-negotiable.
How far in advance should I start marketing my book?+
Start your ARC campaign at least 8–12 weeks before launch so readers have time to finish the book and post reviews. Cover reveals and pre-order pages can go live 4–8 weeks out. Your email list should receive the announcement 4 weeks out with a reminder 1 week before launch. Starting marketing the day you publish is the most common indie author mistake.
How much should I budget for book marketing?+
A realistic first-launch budget for a genre fiction ebook is $200–$600: $0–$100 for ARC distribution (iWrity is free), $50–$150 for a launch promotion site (BookBub Featured Deal if you qualify, or Freebooksy/Bargain Booksy), $100–$300 for Amazon Ads during the launch window. Nonfiction and wide launches typically need more. The highest-ROI spend is always the ARC campaign — reviews compound long-term.
What is the most effective marketing activity for indie authors?+
Building an email list consistently beats every other channel for long-term ROI. For individual book launches, a strong ARC campaign that delivers 20+ reviews at launch day has the biggest single impact on conversion rate and Amazon algorithm momentum. Amazon Ads are effective for scaling a proven book, but don't substitute for reviews and organic positioning.
How do I market a book with no existing audience?+
Start with an ARC campaign using a platform like iWrity to get reviews without an existing audience. Then run a KDP Free promotion or $0.99 Countdown Deal to generate volume and reviews. Use Amazon Ads (automatic campaigns first) to start collecting data. Join genre-specific Facebook groups and BookTok/BookstagramBeta for organic reach. Your first book exists to build your list — treat it as audience acquisition, not profit centre.
What book marketing activities have the best ROI for self-published authors?+
Ranked by typical ROI for indie authors: 1) Email newsletter to your existing list (near-zero cost, high conversion), 2) ARC campaign for launch reviews (free/low cost, long-lasting impact), 3) Amazon Ads when ACoS is managed correctly, 4) Price promotions stacked with promo sites (Freebooksy, BookSends), 5) Social media organic (high effort, variable results). BookBub Featured Deals have the highest ceiling but are hardest to get.