Marketing on a Budget: Tips for Self-Published Authors
Whenever I chat with other authors, one thing never fails to mystify us: marketing. Whether you’re an indie author or traditionally published, marketing yourself and your books can be a daunting task. You’ve created this beautiful book, and now you have to actually sell it?! They’re two totally different tasks.
Marketing isn’t easy, but it can be manageable. And take it from a self-published author who has sunk a bit of money into marketing…an indie author marketing budget doesn’t have to be a total money pit. You can spend all you want on Facebook ads, promo services, fancy newsletters, and book trailers, but those aren’t required. There are plenty of marketing ideas for indie authors that you can do that will mean more in the long run than big spending—you just need to be a bit strategic. Here are some of my practical, budget-friendly marketing ideas to build readership without draining your bank account.
1. Build a Strong Foundation
Before you even consider marketing yourself as an author on social media or selling your book, you need a sturdy foundation. What does that entail?
Your Author Brand: Determine your vibe, tone, and niche. Are you writing cozy small-town romances? Do you want to write dark romances that will get readers’ hearts racing? Are you writing for the 40+ crowd who want to see female main characters their age as the main characters? Consistency matters. Readers should recognize your style wherever they encounter you, whether that’s through social media posts, your book covers, or the way you respond to comments.
Your Book Assets: A high-quality cover, compelling blurb, and professional author photo are your first—and best—marketing tools. One of the best things I did with my debut, The Half of It, was to get an amazing cover done. That gorgeous cover cost more than a pre-made one, but the number of readers who have picked it up because of the cover is more than worth it. Whatever you do for the cover, blurb, and author pic, just make sure these assets look professional.
Online Presence: You don’t need a website with all the bells and whistles. All that matters at any stage of your writing career is that your site shows visitors what books you have, where to buy them, and where to find you online. Even a Linktree-style page can achieve that. I personally use Squarespace—it’s a bit pricier, but I love how easy and clean it is, plus I can make changes easily myself, which means no need to hire a site designer. You should also optimize your Amazon page and Goodreads profile. Your books will be there, and many readers may click through to learn more about you and get their first impressions of you and your books.
2. Utilize Free and Low-Cost Platforms—Yes, I Mean Social Media
Social media is exhausting, but at its heart, it’s one of the best free marketing tools around. To avoid burnout, focus on one or two platforms you genuinely enjoy. For me, I actually started with blogging and a newsletter—those came naturally. TikTok and Instagram joined the mix later when I felt more comfortable. Even now, if I’m overwhelmed, my blog and newsletter typically stay consistent.
And don’t think that you have to invest in a graphic designer. You can create polished posts with free design tools like Canva. Everything will look cohesive, and you won’t have to build every single social media post from scratch.
3. Start Your Author Newsletter Yesterday
Start a newsletter as soon as you can. Seriously—day one is not too soon.
Your newsletter is the one platform you own, and every email address that has signed up is someone who wants to hear from you. Whereas social media algorithms can change overnight, your email list belongs to you forever. A lead magnet is a great thing to have here—you basically offer readers something special for signing up, like a short story, bonus epilogue, or novella. I offer my novella, Match Made in the Maldives, to new subscribers, and it’s one of the best ways I’ve found to connect with readers right from the start.
Not sure what to write in your author newsletter? I’ve found that newsletters are the most fun when you make them personal. Talk to your readers like you would a friend, not a customer. Share updates, anecdotes, and behind-the-scenes content rather than just sending a big “Buy Now” button in each email.
4. Collaborate and Cross-Promote
One of the best parts of being an author is the community. When it comes down to it, even when we write in the same genre, we’re not competing with each other. That’s why collaboration is one of the easiest and most effective ways to expand your reach.
Try:
Newsletter swaps with authors in your genre
Giveaway bundles
Joint promo weeks or themed blog posts
I use BookFunnel—it’s genuinely one of the best investments for my business because it makes swaps, giveaways, and reader magnets so simple. Otherwise, a bit of research (and social media sleuthing) will turn up plenty of opportunities.
Furthermore, look for opportunities to be a guest on a podcast or featured in a blog (ps if you’re nervous about how to prepare for these kinds of appearances, look no further!). Every little bit of recognition widens your reach, so don’t underestimate smaller platforms—sometimes those niche podcasts or websites have the most engaged fans.
5. Tap Into Reader Communities
Readers love yapping about books. Goodreads groups, Reddit threads, and Facebook communities are full of passionate readers—and while these spaces are readers first, depending on the rules, you may be allowed to join in.
The key here is to be genuine. Don’t just drop a link for your book and vanish. Talk about tropes, trends, or your latest favorite book, and that way, when you do share your own work, it’ll feel natural.
Personally, I’ve found Facebook groups surprisingly welcoming to authors. But every space is a little bit different so please, please, please: make sure to read the rules. We must preserve reader spaces and be grateful for the opportunities we have to be in them, so play by the rules.
6. ARC Readers
ARC readers are another great investment you can make for your books, and you don’t have to spend much, if anything. Early readers will read your book before it comes out (curious how to do this for authors you love? Here is some info on becoming an ARC reader). You can find readers through NetGalley or BookSirens, but you can also just post on social media that you’re looking for ARC readers and have them fill out a Google Form. Nothing beats having reviews on your book’s Goodreads page the day the book comes out!
7. Show Up & Keep it Fun
The frustrating thing about marketing is it’s a marathon, not a sprint. The goal is not overnight success, because that is so unlikely to happen. The goal is showing up consistently so more readers remember your name, your stories, and your voice. And then, once you think you’ve got it all figured out, algorithms change, reader trends fluctuate…so you have to be open to constantly reinventing your game plan. A set-it-and-forget-it mentality won’t work here, and that’s why marketing feels like such a challenge sometimes.
So in the face of something that is constantly changing, you can always aim to have fun with it. Marketing is a necessary evil, so the least you can do is enjoy it. Readers really can tell when you like what you do, and that passion is actually your best marketing tool.
You Are Your Best Investment
Don’t fret if you’re working with a limited marketing budget. So are most of us authors! Luckily, you don’t need a heap of cash to find readers who love you—you just need to be yourself and have a good time. When you keep showing up, your readers will eventually find you. ❣️