Marketing plans can be general or detailed, but you NEED a plan in order to effectively market your book.
Marketing Plan Basics
Word of Mouth is still the best way to sell any product. It requires high quality product.
A website is single source for all buy links and information.
Social Media provides the opportunity to post regularly and build a community of interested readers. It also provides an avenue of free advertising, such as in Facebook groups, posting on author pages, and setting up Pinterest boards.
It is also important to utilize newsletter swaps, blogging, and adding your books to book sites like My Book Cave and Goodreads.
Paid advertising is an integral part of marketing. Popular options for authors include social media ads on Facebook and Pinterest, Amazon ads, newsletters spots, print ads, sponsorships, and takeovers/parties.
Marketing Plan Components
The first components to consider are your available Time, Money and Effort. How much of each one can you contribute toward marketing each day? Be realistic about this or your plan will end up falling apart.
Next, determine your Audience, Avenues, Goals and Competition. Knowing who to market to and how to reach them are key to being effective. Have realistic goals and know what is already working for others through marketing research, following other authors, and developing unique tactics.
Big Picture Planning
Look at both paid and free advertising options. Plan out daily, weekly, and monthly tasks that fit into your schedule.
Submit your book deals to newsletters for features well in advance of any planned promotional pushes. Paid spots will get better visibility, but free spots can be useful as well.
Be consistent with interaction on social media. Share updates, sales, promos, questions, giveaways, and limited personal details such as hobbies or books you are reading. Start a Street Team, a reader group who shares your posts, reviews, and builds a community.