How to Build a Book Marketing Timeline for Indie Authors: 9 Key Phases

Originally published January 20, 2021. Updated May 6, 2026.

These book marketing timeline guidelines are tailored for self-published authors who are just about to start a new manuscript. However, as each of these strategies plays a vital role in your overall success, you can start implementing them at any point in your publishing journey.

With so many ways to market a book, it can be hard to know which steps to take and when. Creating a dedicated marketing timeline for your book can help you stay organized, allowing you to approach your book promotion with intention. In this article, we’ll walk you through nine key phases of a book marketing timeline.

Phase 1: Before You Begin Writing

Creating a detailed book marketing plan helps you think through the strategies and efforts that will make it easier for you to share your book with the right readers. Since success looks different for every author, your plan allows you to set your own goals and decide what works for you.

Before you put your marketing plan on paper, take the time to focus on the following: 

Develop Your Author Brand for Better Book Marketing

You can make yourself more appealing to readers and industry professionals by developing a unique author brand and sharing it across all your social platforms, website, and promotional materials. Your brand might be a logo, your name, or a series name and it can include specific colors, fonts, or phrases. Just have fun with it and be creative.

Build Your Author Platform & Author Website

Just what is the difference between an author platform and an author website?

Your author website is where readers learn about you and your work, while your author platform is the broader network of places where people can discover and connect with you.

• First, create a simple author website with a homepage, About the Author page, and Contact page. Once you're ready, add an About the Book page and a blog, then continue to expand your site over time.

• Once your website is up, focus on your author platform, showing up consistently where your future readers are, whether in online communities, on select social channels, at local events, or on genre-specific podcasts and blogs.
  

Identify Your Target Audience

Think about who'll be most interested in your book. Use your cover, voice, and other brand elements to attract that specific group, so they feel you're speaking directly to them and are more likely to become customers.

Define Your Goals

What are your goals? Clarify what success means for you: income, credibility, impact, or a mix of all three. Set specific, measurable goals with realistic timelines, then decide what you can invest in marketing and distribution.                                                                             

Phase 2: As You Begin Writing

Use your judgment during this phase to make sure you're focusing on your writing. You can perform any of the below tasks before you start writing or when you just need a mental break.

Optimize Your Book Metadata for Discoverability

Without good metadata, your audience can't find your content…and if they can't find it, then they can't buy it.

• Book metadata and keywords are the terms you use to describe yourself and your book, including your title, author name, bio, book description, and publication date. A recent case study has shown that improved metadata could boost sales by up to 9%.
• Understand the importance of BISAC subject codes and Thema subject codes. Determine which ones are the most relevant for your book. 
• Use basic SEO: optimize your author website, book descriptions, and content with relevant keywords so readers beyond your current network can find your work.
  
  

Take IngramSpark's Free Online Book Metadata Course

Build an Email List to Support Your Book Launch

• Add email signup forms to your author website, social media, and email signature. Offer a simple incentive for signing up.
• Start connecting with your list by sending simple newsletters—sharing a short article, a relevant tip or update, and an occasional promotion or giveaway—and refine your approach as you gain subscribers.

Create a Social Media Strategy for Book Promotion

• Choose one or two social platforms that best match your ideal readers, and focus on mastering those first.

• Share a mix of content types and aim for roughly 20% promotional posts and 80% helpful, interesting content.

Explore Additional Online Communities

Don't overlook communities such as Goodreads and YouTube. 

• Goodreads helps you connect with readers, authors, and potential reviewers.

• YouTube lets you share short, searchable videos—like excerpts, a book trailer, or an author interview—can help you reach new readers and strengthen your brand.

Phase 3: While You're Writing

Taking a short break from writing to focus on your marketing plan can help you return to your manuscript with fresh eyes, energy, and enthusiasm.

Use ARCs and Reviewer Outreach to Promote Your Book

• Make a list of book review companies and note their submission requirements. Then, send print or digital advance review copies (ARCs) to reviewers, bloggers, influencers, and review services that fit your genre.

• Continue this outreach and review your strategy just before, and after, your book's release.

Start a Blog

• Begin blogging about the core topics and themes of your book, aiming to publish at least once a month.

• Share behind-the-scenes insights and news, and repurpose short excerpts in your newsletter and social media.

Create a Media Kit

• A media kit helps your brand stand out with book organizations, event organizers, and media. Add it to your website (ideally your About Me page) and include: key book details, your short and long bios, a professional author photo, notable publicity or reviews, and brief FAQ responses.

Phase 4: While Your Book is Being Edited

Having your book professionally edited is an important step, and while your editor is hard at work, you can use this time to start putting a few key book marketing strategies in place.

Choose Your Key Dates

Once your manuscript is with your editor, set two key anchor dates:

• Your publication date (when the book is officially available for sale)

• Your launch period (when you'll focus most of your marketing and publicity)

Then work backward to schedule key pre-release moments (cover reveal, ARC mailings, etc.), and the start dates for any coordinated promotions.

Decide How You Want to Sell Your Book

You have several options for selling your book. Choose the one that feels right for you or combine options to match your goals.

• Create a dedicated book page on your website with:

  • Cover image
  • Book description
  • Key details (ISBN, format, and price)
  • Clear calls-to-action to buy
• Next, you'll need to decide how readers will purchase:
  • Link directly to retailers where your book is available
  • Use shareable purchase links to offer discounts, run promotions, and sell at events.

Create & Share Promotional Material

• Share a mix of memes, blog posts, short updates, and articles to build anticipation for your book and grow a following. 
• Promote your video content across channels
• Design and print any collateral material and merchandise such as bookmarks or sell sheets. 

Research Reviewers 

Create a specific list of reviewers and outlets to approach, including: friends and colleagues, online reader communities, genre blogs, podcast hosts and influencers, review services or newsletters, librarians and booksellers, and active reviewers on platforms like Goodreads.

• Until organic reviews arrive regularly, keep asking widely and consistently, and be creative in how you reach out.

Explore Event Opportunities

Look for both in-person and virtual events—bookstore or library signings, festivals, launch parties, conferences, workshops, podcasts, and online panels.

• Choose options that fit your strengths and schedule, and use virtual events as an efficient way to build skills and grow your audience.

Apply to Book Awards

Research and make a short list of book awards you might like to enter.

• Before you submit, take a moment to read each program’s guidelines and confirm you meet every requirement so your book has the best possible chance. Review this checklist to help you do exactly that.

• When your book, branding, and platform feel ready to support that recognition, go ahead and enter the awards that align with the credibility you're aiming for.

Phase 5: Production & Pre-Order Setup

This is the stage where your book starts to come together in a very tangible way.

• Make sure your interior and cover files are complete, correctly formatted, and match your chosen trim size and binding. Carefully review digital or printed proofs for any issues that could affect the reader experience.

• Before going live, double-check your key details—metadata, pricing, distribution settings, title, subtitle, author name, description, categories, keywords, ISBN, and publication date—to be sure they align with your goals.

• If pre-orders are part of your plan, turn them on now and confirm your release date and messaging are consistent across every channel. Update your website, email, and social platforms with clear, simple purchase links so readers know exactly where and how to order.

Phase 6: Six to Three Months Before Release

A strong book launch matters. Your ranking, sales numbers, reviews, and overall activity all work together to build momentum, increase visibility, and give your book added credibility.

Confirm Your Book Details Online

Once your book appears online, take time to carefully review every piece of your book metadata to make sure it's correct and working for you.

• Small errors here (such as a typo in your name, the wrong category, or missing keywords) can make your book harder to find and may confuse potential readers.

Consider Advertising

Take some time to explore advertising options that can support the promotions you already have underway. These might include both print and digital placements.

• For each one, look at the audience, reach, creative requirements, and cost so you can choose the opportunities that feel like the best fit for your ideal readers and your goals.

Phase 7: Three Months Before Release to Launch

As you move into the final stretch before launch, use this time to build visibility and engagement so launch week feels like a natural progression, not a sudden start.

Plan Your Email Campaign

• Plan ahead for 2–4 newsletters that lead readers toward your launch (a cover reveal, a pre-order reminder, early review highlights, and a special launch-week message).

• If you can, segment your list so your most engaged readers get extras, such as sneak peeks or early invitations to events. 

Line Up Blog Tours & Guest Features

• Research blogs, newsletters, and online magazines that your ideal readers already enjoy.

• Pitch guest posts, Q&As, or excerpt features, and try to schedule publication dates for the 2 to 4 weeks leading up to your release so everything flows together and builds excitement.

Ramp Up Your Social Media Activity

• Create a simple content calendar that mixes teasers (such as quotes, visuals, behind-the-scenes moments) with clear calls-to-action for pre-ordering your book.

• Pull short, strong quotes from ARC reviews or endorsements and feature them in graphics, emails, and social posts. 

• Schedule posts in advance so you can show up consistently without needing to post everything in real time.

Phase 8: Release Week

This week is all about keeping your momentum going. You might feel as though you’re juggling a lot, and that's completely normal. Just give each piece a bit of attention so nothing gets missed.

• Keep an eye on your Amazon ranking and sales. If you hit bestseller status, celebrate it and share your badge or book page on social media—but remember, your bigger goal is steady, consistent sales over time.

• Clearly announce on your social media and website that your book is out, and double-check that any promotions or giveaways are running as planned.

• Make sure you have simple, shareable purchase links ready so friends, family, followers, and new readers can quickly find and buy your book. Keep fueling your marketing efforts—you've worked hard to reach this moment, and every action now helps your book reach more readers.

Phase 9: Post-Release

• Reach out to local bookstores to see if they're interested in carrying your book. Once you're stocked there, encourage local readers to purchase your books through those stores. 

• Revisit each strategy in this timeline and ensure that you've completed the key steps. It's perfectly acceptable to follow up with contacts who didn't reply or were unsure at first. As your sales grow steadily, booksellers, media, and other partners will be more likely to engage with your book and support it long term.