How to Promote Like a Pro: Essential Tools & Services for Self-Published Authors

At IngramSpark, we talk a lot about marketing, and for good reason. It’s a vital part of selling your book and becoming a successful self-published author. Our guides and blog articles delve into the how’s, when’s, and where’s, but it’s also really helpful to know what resources are out there to help you accomplish a well-thought-out and planned marketing strategy.

Email Marketing & List Building

While it may seem like social media rules the day, don’t neglect tried and true email marketing. Unlike social media, where posts can get buried, emails land right in your subscribers' inboxes, making it an incredibly reliable way to stay connected. Plus, your email list belongs to you, so you’re not at the mercy of changing platform rules. It’s a great way to build a loyal reader base, keep them excited about your books, and even ask for early reviews when you need them.

It’s also one of the most budget-friendly marketing tools out there. Many email services offer free plans, and sending a newsletter costs much less than running constant ads. You can use emails to announce book launches, share exclusive content, and even drive traffic to your website or social media. The best part? You can personalize emails based on what your readers love, making them feel like VIPs in your author journey. If you’re not building an email list yet, it’s definitely worth starting, and here are some great tools to help you get started.

MailChimp

A free and paid email marketing tool for newsletters and promotions. With a free plan (for up to 500 subscribers), it's a budget-friendly way to build and manage your reader list, send newsletters, and promote your books.

• Create professional-looking emails with easy drag-and-drop templates, so you can send updates about new releases, special promotions, or behind-the-scenes content.

• Automate emails, like welcome sequences for new subscribers or reminders about upcoming book launches.

• Segment your audience—say, separating readers by genre preference—so they only get emails that interest them.

ConvertKit

Designed specifically for creators, ConvertKit makes it easy to grow and engage with your audience. Unlike Mailchimp, which is more general-purpose, it focuses on helping authors, bloggers, and artists build a loyal fanbase with automation, segmentation, and easy-to-use email templates.

• Set up automated email sequences to create a welcome series for new subscribers or nurture leads without constantly managing emails.

• Its built-in commerce feature makes selling books directly easier, allowing you to sell ebooks, audiobooks, or exclusive content straight from your emails.

• Landing pages and forms help you collect email subscribers, even if you don’t have a website.

StoryOrigin

A powerful all-in-one marketing tool for self-published authors, especially when it comes to growing an email list, finding new readers, and networking with other authors.

• Build your audience by offering reader magnets (like free short stories or sample chapters) in exchange for email sign-ups, making it easier to attract subscribers who are genuinely interested in your work.

• Offers newsletter swaps and group promotions, where authors in similar genres promote each other’s books to their email lists, boosting exposure without spending money on ads.

BookFunnel

Great for building your audience through group promotions, where authors in the same genre share each other’s books to reach new readers.

• Simplifies ARC distribution, making it easy to send review copies without worrying about pirates or format issues.

• For authors selling direct, it integrates with payment platforms so you can sell books without relying on Amazon or other retailers.

• Good for growing your reach, boosting sales, and keeping readers happy.

Reviews & Early Readers

Reviews can make or break a book’s success. When launching a book, having a solid number of reviews helps build credibility and trust, making it more likely that new readers will take a chance on your book. Platforms like NetGalley, Hidden Gems, and LibraryThing connect authors with readers who are eager to leave honest reviews, helping to boost visibility on Goodreads, Amazon, and other platforms.

Early reader tools also allow authors to gather feedback before publication, catching errors or weak spots in the story before the book goes live. They help generate buzz, ensuring a book has an audience ready to support it on launch day.

NetGalley

A powerful tool for self-published authors who want to get early reviews and industry exposure before or after their book launch.

• Connect with professional reviewers, librarians, booksellers, and avid readers eager to read and review new books. These early reviews can boost credibility, increase visibility, and drive sales.

• Generate buzz before a book’s release. The more reviews and ratings a book gets early on, the better its chances of gaining momentum and triggering retailer algorithms.

• While it's a paid service, the potential return—through increased visibility, word-of-mouth marketing, and strong social proof—can be well worth the investment.

Hidden Gems

Helps secure early reviews, which are crucial for boosting a book’s visibility and credibility. It connects authors with a community of engaged readers who receive Advance Reader Copies (ARCs) in exchange for honest reviews on Amazon, Goodreads, and other platforms.

• Early reviews can increase a book’s social proof, making it more appealing to potential buyers.

• Targeted genre selection allows authors to reach readers who are genuinely interested in their book’s category. This increases the chances of receiving quality reviews from the right audience.

• Since Amazon’s algorithm favors books with steady engagement and reviews, using Hidden Gems can also help improve your overall rankings and discoverability.

Reedsy Discovery

Helps increase book visibility and attract early reviews from engaged readers and book reviewers.

• By submitting a book, authors can get their work featured on the platform, where a community of avid readers and professional reviewers can discover and review it. 

• With its Reviewer Program, authors can receive detailed, high-quality reviews from vetted reviewers, helping to build credibility.

• Positive reviews can lead to increased exposure through Reedsy's platform, and readers can even upvote books they love, boosting their chances of being featured. (This is a great way for indie authors to gain traction before or after a book launch without relying solely on retailer algorithms)

LibraryThing Early Reviewers

A great way for independent authors to get their books into the hands of eager readers who love discovering new titles. Since readers request books based on their interests, your book is more likely to land with the right audience, increasing the chances of positive feedback.

• By offering free copies (print or digital), you can gather early reviews that help boost credibility and visibility. 

• Reviews don’t just stay on LibraryThing—they often spread to Amazon, Goodreads, and personal blogs, helping to build buzz. (A budget-friendly way to get noticed without spending big on promotions)

• If early readers love your book, they might recommend it to others, post about it on social media, or even bring it to their book clubs. It’s an easy, effective way to give your book a strong start.

Book Promotion & Advertising

You can pay to run ads on every platform, like Google, Facebook, Instagram, TikTok, etc., but if you’re looking for some guidance instead of jumping into the deep end and possibly wasting a good deal of money, try out these resources.

Title Discovery

An excellent tool from IngramSpark for self-published authors looking to expand their book’s reach beyond Amazon and into bookstores, libraries, and reader communities. Marketing is a critical part of an indie author's journey, and IngramSpark’s Title Discovery Promotion provides targeted merchandising and promotional opportunities to help your book gain traction.

• The program offers two packages: Discovery Basic ($350 per ISBN) and Discovery Boost ($500 per ISBN).
  • The Basic package includes placement in curated book lists, themed articles on popular e-commerce sites, and targeted digital book flyers sent to independent retailers.
  • The Boost package builds on this by offering expert metadata optimization, book samples for retail and library buyers, giveaway opportunities, and promotion within Ingram Content Group’s U.S. and UK sales teams.

Ingram iD

When growing your book's visibility, engagement, and ultimately, book sales, accessing the right audience is a must. This is where Ingram iD steps in.

• Designed with authors in mind, Ingram iD offers a wealth of advantages that can elevate your book marketing game.
• From precise audience targeting to advanced analytics, this platform brings a suite of benefits tailored to help authors like you effectively reach, engage, and resonate with readers and book buyers.
• Spend your budget efficiently—ad campaigns start at just $15/day for a 7-day ad campaign.

IngramSpark's Curated Lists

An effective way for indie authors to boost book sales, increase visibility, and reach a highly engaged audience of readers. BookBub has millions of subscribers who actively look for discounted books, making it a powerful platform for authors looking to expand their readership.

• When a book is selected for a Featured Deal, it's promoted to a large audience through BookBub’s daily email, website, and mobile app.

  • This can lead to a significant spike in sales, often propelling a book up the bestseller charts on platforms like Amazon, Apple Books, and Kobo.

  • The increased visibility can also result in long-term benefits, such as improved rankings, more organic sales, and a higher likelihood of receiving reviews.

• Featured Deals are particularly useful for promoting temporary price drops on ebooks. The platform allows authors to target specific genres and regions, ensuring their book reaches the right audience.

  • While securing a Featured Deal is competitive and requires meeting BookBub’s selection criteria, the return on investment can be substantial for authors who get approved.

Design Tools

The visual aspect of your marketing is also something that you cannot neglect. At any time, the images you use to promote your book could be your first impression upon potential readers. Make your images high-quality, engaging, and beautiful with these design tools.

Book Brush is a tool specifically tailored for authors, which offers templates for book covers, social media graphics, and promotional banners. It’s designed to help authors easily create images that showcase their books.

Placeit is a design tool that allows you to create mockups for book covers, social media posts, and ads. Placeit is useful for showing off your book in promotional material without needing advanced graphic skills.

Crello, similar to Canva, allows you to create designs for social media posts, book covers, and promotional materials. It has a large library of templates and stock images.

Fotor is an online photo editor and design tool that’s great for creating promotional images for books, including banners and social media posts.

Piktochart is primarily used for infographics, and can help you visualize your book’s key themes or stats in a creative way. Great for creating visually appealing book summaries or promotional content.

By leveraging these tools and strategies, you can build a strong author platform, engage with readers, and give your book the best possible chance for success! Whether you're just starting out or looking to expand your reach, email marketing, reviews, promotions, and eye-catching visuals can make a huge impact on your book’s success. Take the time to explore these resources, experiment with what works best for you, and watch your readership grow.