Top 10 Book Marketing Mistakes Self-Published Authors Make (and How to Avoid Them)

You finally finished your book — a huge milestone. But now comes the hard part: getting it into readers’ hands. If your self-published book isn’t selling as well as you expected, you’re not alone. Many indie authors run into the same challenge — often due to a few common book marketing mistakes.

What you might not even realize is that marketing your book is just as important as writing it. The self-help book you poured your heart into isn't going to be helpful to anyone else if no one knows it exists. It's your job to make sure that your book is discoverable, visible, and accessible to the people you know would benefit from and enjoy reading it. 

Let's look at the top 10 mistakes you might be making in marketing your book…and how to fix them! 

1. Skipping the Pre-Launch Phase

Mistake: Waiting until your publication date to begin promoting your book

Fix: Plan and execute a launch timeline with pre-release buzz, advanced reader copies (ARCs), email capture, etc.

Your book is your pride and joy, and you need to treat it as such. Visualize your pre-launch prep in the same way that you would if you were expecting a baby (your book is your baby)! You can't just wait until the due date to get everything together—you need to start prepping early. You'll want to be sure to: 

• Let everyone know that it's on the way—Five to six months before your pub date, you'll want to start to let the world know about your book. Now's the time to contact influencers, bloggers, online magazines, and social media groups who love reading your genre with news of your upcoming arrival. Share teasers and a brief description of your book to grab their interest. 
• Share updates to keep readers in the loop—Share milestones in your release prep such as your cover reveal, your exact pub date, etc. You'll also want to send out ARC readers to influencers and your fellow authors, asking them to provide early reviews for your book and share it with their followers.
• Send out invites and "RSVPs" for your big day— Make sure everyone is aware of your pub date. Hold a launch party at a local bookstore or even online. Offer exclusive access to those closest to you and your friends and followers on social media—give them special offers and discounts using IngramSpark's shareable purchase links.
  
  

2. Targeting the Wrong Audience

Mistake: Broad, unfocused marketing with no ideal reader in mind

Fix: Define your ideal reader and tailor your messaging

You wouldn't want have invitations to your baby shower to go out to just anyone. Ideally, the person sending out those invites will target those who would be excited about attending your shower and who know you well. You'll want to follow this same idea in targeting the people who would be interested in reading your book. 

Determine who is the most likely audience for your book. You'll need to target those people who would actually be most interested in buying it. 

• Develop a reader persona for your book—Think about your ideal reader. What are their demographics, reading habits, interests, and motivations? Is your book written for children under the age of 12, or for women over 40? Is your reader looking more for business books or suspense thrillers? Are they devoted readers of print or of ebooks?
• Go find your readers and market to them—Once you've defined your reader persona, you'll have a much better idea of where and how to find them to let them know about your book. Go where they are and share news about your book, whether through paid ads, reels, or giveaways.
• Tailor your messaging to your readers—You've found your readers, now you need to make sure you're speaking their language. Appeal directly to their interests by focusing on what your book has to offer and share the content they value most: character teasers, relatable quotes, funny genre memes, and themed posts. 

3. Not Having an Author Website

Mistake: Relying solely on Amazon Author Central or social media
Fix: Create a professional website with lead magnets and SEO

When you're having a baby, you definitely want to have a home base for friends and family to follow your progress and have access to your registry. In the same vein, your author website is essential for building your brand and your online presence. Having an author bio on your Facebook page or a particular retail site is just not enough—you need a home base. As a self-published author, you're the sole marketer for your work, and you want an all-inclusive, interesting hub for fans and potential readers. 

• Make your website whatever you want it to be—Of course you need all of your basic info there: a list of your books and where to buy them, your contact information, and your author bio. But you also want to make it fun and totally you, too! Feature pictures of your pets and your vacations, share blog posts, and give visitors insight into what makes you tick.
• Entice your ideal readers with lead magnets—Lead magnets are free, high-value offerings you provide in exchange for a visitor’s email address. Help grow your mailing list by attracting readers genuinely interested in your work through: the first few chapters of your book, a downloadable book group guide, bonus chapters, or behind-the-scenes Q&As.
• Enhance your site's visibility with SEO—Keep your website fun and authentic to who you are, but keep in mind that search engine optimization (SEO) is also very important. Identify the keywords that really matter to you and be sure to use those in your copy on the site. 

4. Underestimating the Power of Metadata

Mistake: Poor keywords, weak book descriptions, and miscategorized genres
Fix: Optimize metadata for online discoverability

People will have a hard time knowing what kind of gifts to get for your baby if they don't have the most important information about your impending arrival: Boy or girl? Cloth or disposable diapers? As a self-published author, you also want to provide the metadata (essential information) that tells readers and search engines what your book is about. 

While many self-published authors pour all their energy into writing and designing the perfect cover, they often fail to treat metadata as a marketing tool. This is a huge mistake!

• Use keywords your readers are searching for—Research words and phrases real readers use when looking for books like yours, not just words you think describe your story. Not sure where to find this information? Use keyword research tools along with searching genre-specific reader forums.
• Write compelling book descriptions that grab readers' attention—Compose a  brief synopsis to draw readers in, while weaving in relevant keywords naturally. Highlight what makes your book special and give readers a reason to choose it.
• Choose the most specific and relevant categories and subcategories possible—Niche categories have less competition and can give your book much better visibility. Don't choose FICTION \ GENERAL for your detective novel. Choose FICTION / MYSTERY & DETECTIVE / POLICE PROCEDURAL. *And don't forget to add Thema subject categories for global discoverability.

5. Ignoring Email Marketing

Mistake: Not having an email list, making it tough to reach your readers directly

Fix: Kick off a newsletter and welcome readers with fun incentives

When you receive gifts for your baby, you make an effort to keep track of who sends you what, and all of their contact information for thank yous, updates, and the like. As a self-published author, an email list of your contacts is your most valuable marketing tool—it connects you with interested readers, outperforms social media, and helps you build a loyal fanbase for book launches and reviews.

• Offer consistent value to your subscribers—Think of your list as a special community for your readers—give them early news, exclusive content, and a real, personal connection.
• Make signing up for your newsletter simple—Make it easy for readers to join your newsletter—feature your signup form front and center on your website, add it to your book’s back pages, and share it regularly on social media.
• Automate the process to save time—Platforms like MailerLite, ConvertKit, and Mailchimp make it easy to set up friendly welcome emails that introduce new readers to your books and invite them to join in.

6. Inconsistent Social Media Strategy

Mistake: Posting sporadically or spreading your posts too thin
Fix: Focus on one or two social platforms, and share posts that feel intentional

If you're connected to family members and close friends via social media, they're going to want to see regular updates about your newly expanded family. This keeps them interested and invested in your updates. Along the same lines, social media is often a reader’s first introduction to you and your work. Show up regularly with engaging, authentic content and readers will want to connect, join the conversation, and support your work. 

• Engage people, don't just make announcements—Reply to comments, connect with fellow authors, and join in reader conversations to create a welcoming community—not just to promote your book.
• Only share content with intent—Plan your social posts ahead of time, mixing in behind-the-scenes moments, book sneak peeks, reader shout-outs, and personal stories to keep your followers engaged and excited.
• Practice brand consistency—Keep your voice, visuals, and messages consistent so your readers can easily spot your posts in their feed.

7. No Book Reviews or Social Proof

Mistake: Launching without gathering early reviews
Fix: Invite ARC teams, ask for advance reviews, and connect with book bloggers pre-launch to build excitement and trust

Just as your early decisions and experiences associated with planning for a baby help set up your family for success, early feedback on your book helps new readers feel confident about giving it a try. Releasing your book without any reviews can prevent potential readers from taking the leap to buy it. 

• Recruit early readers that you trust—Reach out to friends, newsletter subscribers, or fans of your genre and invite them to read advance copies—then ask if they’d be willing to share an honest review on or before launch day.
• Reach out to influencers for possible features or reviews—Contact bloggers, Bookstagrammers, and BookTokers in your genre at least 2–3 months in advance of your launch date. A good review from an influencer can open up a whole new audience of readers for you.
• Focus on quality over quantity—A few thoughtful, in-depth reviews make a much bigger impact than numerous brief or generic comments. If you don't have the quality reviews you think you should, choose another marketing method for social proof.

8. Bad or Amateur Cover Design

Mistake: Featuring a DIY cover that turns readers off

Fix: Investing in a genre-appropriate, professional design

As much as we've been warned against it throughout our lives, people do "judge books by their covers." So do readers! Your book cover communicates genre, tone, and quality in a split second. A weak design can lead readers to scroll past, click less, or even miss your ads, so make sure your cover is designed to shine. 

• Ensure that it's genre appropriate—Take a look at the bestselling covers in your genre to see what’s connecting with readers—then add your own unique twist to make yours stand out.
• Choose eye-catching, professional visuals—Use crisp, high-resolution images, clear text, and a well-balanced layout for a polished, professional look.
• Get feedback on your cover design before launch day—Make sure it truly connects with readers and stands out on the shelf. You may choose to do some A/B testing of covers on your social platform to get reader input before selecting your final design.

9. One and Done Marketing

Mistake: Limiting your book promotion to launch week only
Fix:  Build an ongoing strategy that keeps your book in the spotlight, with ongoing book promotion, engaging content, and interaction with readers

You wouldn’t tell your family once about a major life event and then never mention it again. You’d keep them posted—sharing progress, updates, and new developments—so they stay involved and supportive. Similarly, with book marketing, you don’t stop at launch week. Keep your audience engaged well after launch with regular updates and promotion. Consistency strengthens your brand, and helps to both retain current readers and attract new ones.

• Create evergreen content—Share blog posts, podcasts, or videos that stay helpful all year long—and be sure to mention your book in each one.
• Stay connected with your readers—Keep interacting with your audience through regular newsletters, social media updates, and book clubs. 
• Mix things up with special sales—Run occasional discount campaigns, bundle deals, or “anniversary of launch” promotions to spark fresh interest in your book.

10. Not Tracking Results

Mistake: No data = no insight into what’s working and what can be improved
Fix: Track key performance indicators (KPIs) and metrics to see what’s working for your book and what might need a tweak

Much like the example mentioned in #9 above, if you never update them, your family has no idea if your child is thriving, struggling, or hitting milestones. Keeping them apprised of your child's progress allows them to celebrate wins and adjust strategies if things aren't going as expected. The same is true of tracking your marketing key metrics such as email open/click rates and sales data.

• Track social media post engagement—How many shares, likes, comments, and link clicks are you getting per post? Determine what's working, what's not, and what information your readers are looking for but not getting.
• Analyze your email marketing metrics—Keep track of open rates, click-through rates, and unsubscribes. Adjust your marketing accordingly based upon what resonates most with readers. 
• Author website traffic and engagement—Monitoring website traffic (number of visitors and page views), time spent on the site, and bounce rates indicates how effective your website is at attracting and engaging readers with your overall content.

Steering clear of these common marketing mistakes helps your book connect with the readers it deserves. Treat your marketing as an ongoing part of your author journey—track your progress, keep sharing your work, and celebrate every new milestone. With steady, thoughtful promotion, you’ll give your book its best chance to succeed and grow your author brand along the way.