Community organization events (any event that allows vendors)
Writing groups (guest speaker)
Art collaborative events (art walks, art fairs/festivals)
Craft fairs (schools, senior center, maker markets)
Community festivals (seasonal, renaissance, kids)
School or library talks (information presentation, career day)
Informational presentations (conferences, comic cons, literature events)
Setting up a book signing
Book signings are not limited to book stores, but if you do want to hold a signing at a bookstore, focus on local and independent stores. Chain bookstores often don’t work with indie authors because of buyback restrictions and they may not take consignments either.
Local stores are more flexible and offer better royalty splits on books sold during a signing or on consignment books. A 60/40 split is common with many indie bookstores when books are excepted on consignment.
If you wat to branch out from bookstores, pitch libraries, restaurants/cafes, or a business related to the book’s theme. When working with a for-profit organization or an event center, you will likely need to rent the space or give a percentage of sales to the venue or owner.
Be sure to book your signing 1-2 months in advance. Venues or organizations who hold regular events need plenty of time to fit you into the schedule. It’s also important to give yourself enough time to make sure you will have books available.
You don’t have to wait for someone to ask you to speak to their group or organization. Prepare a presentation and pitch yourself to groups.
Author talks or informational presentations are great options when you don’t have a new release or something to celebrate but still want to stay active in the community. Pitch yourself to bookstores, libraries, charity events, schools, Comic Cons, writing conferences, or festivals.
Have a topic ready to pitch. Write out a 100-word synopsis of the content and have a sample ready for consideration. Don’t just talk about your book. Focus on the issues your book deals with or pick a writing or book related topic you feel comfortable speaking on.
Charge a speaking fee or ask to sell books in lieu of payment.
People do not buy goods and services. The buy relations, stories, and magic.
While marketing can be intimidating and time consuming, the more you focus on building relationships with readers, the more success and satisfaction you’ll experience.
A solid long-term marketing plan is a big factor in determining success.
Daily Marketing Tasks
Social media posts should be going out daily, but that doesn’t mean you have to do it daily. Schedule a full week in advance to free up time by using services like Buffer, Hootsuite, TweetDeck, or Sprout Social. Which will work best will depend on which social media platforms you plant o use, how far in advance you want to schedule, and your budget.
Once you have your posts going out, make sure to engage! Respond to comments and messages, like and thank shares, and follow/friend as you see fit. Join conversations about books and publishing as well.
If you’re going to blog, always be on the look out for content ideas and plan your schedule. Even if you aren’t going to blog weekly, you should always be gathering topics and ideas.
Starting pinning on Pinterest and engaging with followers by liking/pinning their pins. Posting around 5 pins per day has been shown to help grow traffic on Pinterest.
Keep a running list of links, stories, pictures, etc. that you can share as content on social media. Also curate a list of posts that get good engagement and reshare them every so often.
Answer all messages and emails you receive, even if it’s just a quick thank you.
Review analytics of posts and ads daily so you know what’s working and what’s not.
Research new information and opportunities. Never stop learning because the marketing world never stops changing!
Weekly Marketing Tasks
If you are going to blog, blogging is a good way to keep fresh content rolling in and keeping your website relevant in search results.
Small focused promotions also work well on a weekly basis. These may include small giveaways ($5 gift card, ebook, bookmark, etc.), contests with small prizes, newsletters, questions posed to readers on social media, etc.
To break up your promotion submissions, send a few each week. Rotate through your books if you have more than one. Keep in mind any upcoming promotions you have as you submit and plan accordingly.
Review ad performance over the past week and make changes or turn off ads that aren’t performing well.
Cross promote with another author through newsletter or social media post swaps.
Send out relevant email blasts if you have news that wasn’t included in your last newsletter and can’t wait until the next schedule newsletter. Don’t overuse this!
Pick a day to sit down and schedule daily posts for the next week.
Monthly Marketing Tasks
Plan a medium-sized focused promotion, such as a giveaway with a slightly bigger prize ($10-$20 gift card, paperback book, etc.), offer a book for sale or make a special offer with purchase, or hold a contest.
Send out your regular monthly newsletter (if that is the schedule you choose), and include all relevant updates from the previous month and news about what is coming up in the next month.
Seek out reviews from fans, bloggers, services, etc. Set a realistic goal for how amny reviews you want to get each month through direct interaction.
Focus on one book or series each month. Plan your social media posts, review offers, free books, Pinterest board activity, character interviews, etc. around the book or series you are featuring that month.
Incorporate any holidays or events into your posts and promotions. If you want to include listing sites or ads, plan these well in advance if it’s around a holiday.
Plan the next months ads and create the graphics you will need so you aren’t wasting time later trying to create or purchase them at the last minute. Review monthly analytics and make adjustments as needed.
Yearly Marketing Tasks
Schedule 2-4 big marketing pushes for the year. These may be centered around a new release, holiday, event, birthday, etc. If you can plan a few outside of times when everyone else is engaging in marketing pushes (holidays), you’re likely to get more interest.
Be as creative as possible with events, posts, and prizes. Try new tactics and evaluate whether or not they worked.
Plan your release schedule for future books and, if possible, spread them out evenly throughout the year. Be realistic, though!
Set goals for the next year for growth and plan for how to reach those goals.
Paid advertising doesn’t have to be expensive. Many authors start with very small budgets and increase as they become more adept at using their marketing dollars.
First, let’s learn some of the lingo and basic concepts…
Social Media Advertising can be done on a small or large budget. It is effective for reaching a targeted audience. There is a learning curve (steeper on some platforms than others), but there are a lot of resources available to help authors learn how to maximize the budget and effectiveness.
Influencer Marketing involves an industry expert or celebrity recommending your book or other product to their followers in exchang for a fee.
Banner Ads are the clickable graphics at the top of many websites. They are one of the most effective ways to advertise because they often grab the visitors attention right away. These can be more expensive than other types of ads, but they tend to be worth the money on bigger book-related sites.
Affiliate marketing involves becoming an affiliate with a retailer or organization and hosting referral links on your website or in social media posts. You get paid per click, but you do have to tell visitors/followers that it is an affiliate link.
Ad Retargeting is basically a reminder for customers to check out a product. even after they leave your page or a page you’re advertising on. It is most effective for high traffic websites, but work well with banner ads as well.
A Call-to-Action (CTA) tells customers what you want them to do (buy, sign up, join, etc.). It’s important to have a strong CTA in ads so the customer isn’t left wondering what the next step is.
Return On Investment (ROI) is the ratio of net profit and cost of investment. You want to evaluate ads you run while they are running and after they are completed to see if they were worth the investment. An ROI of 1-2% on Facebook is considered good.
Cost-Per Click (CPC)/Pay-Per-Click (PPC) breaks down you ad spend to see what each interaction is costing you. Ads are usually about twice as effective at getting clicks as organic posts. An average CPC/PPC is $0.25-0.30 average on Facebook in U.S.
Click-Through-Rate (CTR) is the percentage of customers who click through to the next step. Having a clear CTA improves CTR. A CTR of 2-5% on Facebook is considered good.
Now lets look at what advertising option work well for authors
Amazon: Ads on Amazon are set up through your KDP dashboard. You can target similar books or authors. Amazon ads are very effective for most authors, but there is a steep a learning curve. Sign up for an Amazon Ads class to learn how to best utilize this platform.
Facebook: Paid ads have a wider range than boosted ads, which mainly targets followers. In order to serve paid ads, you need to set up your Business Center account with Facebook and be approved.
Pinterest: Advertising on Pinterest allows you to promote pins, create campaigns, and aadvertise stories. Pinterest is effective for advertising because pinners are ready to buy and its user base in constantly growing.
Instagram: Instragram ads can be setup up directly on the app or through a connected Facebook Business Center. You can promote images, videos, stories, and collections. Instagram has high interaction, which makes it an effective advertising option. It can be pricier than other platforms for high engagement industries.
Twitter: The type of ad that tends to work best for authors are objective-based campaigns. These enable you to promote tweets, accounts, trends, or moments. Some readers have very good results advertising on Twitter and others don’t. Consider the strenth of your platform on Twitter before advertising.
Goodreads: This is a reader/book lover focused platform. It can be an effective advertising option, but mainly for those who have cultivated a strong presense there. There are two advertising options on Goodreads: Giveaways of Kindle or print books, which cost $119, and digital ads, which must be set up through a rep. There is no self-serve option. Advertising on Goodreads tends to be quite pricey and less effective than other platforms.
Maintaining a consistent schedule of promotions helps authors remain in the forefront of readers’ mind.
Before you start scheduling promotions, make sure you make quality promotional graphics ready!
Preparing Promotional Materials
Give readers something to remember you and you book both in-person and online. This starts with high quality graphics and professional design. This doesn’t mean you have to spend a lot of money. Using graphic editing software like Canva or Book Brush allows anyone to create eye-catching graphics for print or online use for a reasonable monthly fee. There are also design services that are very affordable (many are authors running side businesses).
Physical materials you may need for in-person events and sending or selling to readers may include: paper bookmarks, business cards, post cards, book plates to sign and mail, banners and posters, and flyers.
Virtual materials for social media promotion and digital advertising may include: teasers, quotes, digital autographs, posts to save/share, videos, book trailers, social media banners, 3D cover art, or logos.
Unique promotional materials can make you stand out. Consider options such as book-themed jewelry, ribbon bookmarks, book plates, mugs, t-shirts, pens, etc.
Personal materials you want to have prepared include: live reading selections, Q&As, chat sessions, etc.
Setting up Cross Promotions
Cross promotions are all about help other authors while expanding your readership. Here area few ideas to consider getting involved with:
Newsletter Swaps: You agree to feature another author’s book in your email newsletter and they share yours in their newsletter. The author with the smaller newsletter gets the most benefit, but both authors are exposed to new readers. This works best with the features books are in similar genres.
Combined marketing pushes: These are especially common and effective around themes or holidays. All authors promote a group of books, usually with a single landing page. This can work for free or paid books.
Guest post/Interview trades: Share guest posts, promos, or interviews on each others blogs/websites. This increases your general exposure and opens you up to new readers as well.
Multi-author events: Join other authors in celebrating a theme, holiday, or just to have fun. Consider hosting Facebook parties, Twitter chats, a group sale, an author panel Q&A.
Box Sets: In a box set, each author contributes a book and all the books are sold as one unit in an ebook format. All authors MUST agree to promote and share any advertising costs. Be sure to vet the other authors involved before signing a contract.
Free Marketing Avenues
Next week I’ll discuss paid marketing options, but don’t forget about the many free avenues available for marketing a book. Free marketing opportunities are often time consuming, but can be very effective. Here are a few ideas to consider:
Facebook: Join some of the many marketing groups and share links to your books. Post to your author page on a regular basis. Make sure to keep promotional posts to 25%. Run a giveaway on your author page for an ebook or signed paperback. Host a Facebook party to celebrate a new release, book anniversary, your birthday, etc.
Twitter: Use the Pinned Tweet feature to highlight a buy link or promotion. Tweet daily with interesting content and occasional promotions. Follow readers and authors and start book-related conversations.
eBook Submission Sites: There are a wide variety of submission sites, many genre specific. While many do charge a fee, there are some that are free to submit to. It can be time consuming to submit individually, but can gain you new readers and sales.
Cross-promote: Team up with other authors to share each others posts, tweets, pins, or links. Some author groups do this regularly, such as ChickLitChatHQ on Fridays.
Free ebook offer: Offer readers a free ebook, novella, excerpt, etc. on a permanent or temporary basis. Many authors use a free product as a reader magnet to increase newsletter subscriptions.
Video and Audio: Make use of YouTube for Vlogging, book trailers, author readings, or a weekly check-in or chat. Start a radio show or podcast to talk about books, writing, or whatever you’re interested in.
The more creative your marketing efforts are, the more memorable they will be. Try to match marketing to the theme or a unique feature of your book(s).
A great example of this was the launch of “The Girl on the Train.” On release day, the publisher deployed dozens or more employees onto subway trains with copies of the book. They rode around on trains for several hours reading copies of the book and engaging in conversations about it.
Other examples include “The Liar Society” authors and promoters wearing pink wigs to match the hair of the main character, a photography-themed book author ran a camera giveaway and Pinterest contest, an author/musician offered a free digital music album with purchase of his book.
Before we delve into how to use social media effectively as an author, here are a few reminders about the purpose of social media to guide your planning.
The purpose of using social media is NOT JUST TO SELL BOOKS. The purpose is to interact and cultivate fans and a community of readers.
To do this, it’s important to share useful information, use humor to make people laugh, inspire people, share the LOVE for other authors so it’s not about you all the time, share the status or progress of projects to keep readers informed, build reader interest in your project with teasers, quotes, and sneak peeks, reward loyal fans with first looks, giveaways and prizes, share your writing-related (or personal) news and events, and show your personality and share your interests with your readers.
What to Post of Social Media
Follow the 25% rule: Promotional, Informational, Personality, and Giving Back. Only 1 out of every 4 posts should be promotional.
Facebook: Posts that work well on Facebook include behind the scenes photos, quotes, fill-in-the-blank questions, true or false questions, open ended questions, blog posts about writing craft or in-progress projects, newsletters, announcements, teasers, sneak peeks of works-in-progress or new releases, live videos, excerpts, humorous memes, book/publishing-related articles, and personal interactions.
Twitter: The types of tweets the work well on Twitter include blog posts, interesting industry-related articles, quotes from famous authors, industry news of interest to other authors and readers, newsletters, announcements, Vine/YouTube videos, event updates, questions you would like readers to answer, Twitter chats, and impromptu thoughts to share with readers.
Pinterest: Pins that work well on Pinterest include product/book photos, writing guides, links to your ebooks, videos such as book trailers or author talks, infographics, quotes or tips from you or famous authors, blog posts, curated content geared toward writing or publishing, “life hacks,” instructional articles or videos, and arts and crafts.
Instagram: Because Instagram is very customer-centric it’s important to add value to images by providing specific price details when applicable. You can also share customer created pics, pics of YOU in day to day life, pictures of your non-writing interests, contests announcements, and product-centric pics. Focus on IN THE MOMENT pictures to share.
YouTube: This is a great platform to share book trailers, author readings or talks, updates or projects, and live Q&As with readers.
When to Post on Social Media
Here are some general suggestions based on research. Your personal schedule should be modified to accommodate individual account analytics and your personal time and energy available.
Facebook: 1-2 times/day, 3 times/week. Check your “Insights” to see when your fans are online most often to select posting times. It’s also important to review what types of posts fans are interacting with most as well.
Twitter: 3-30 times per day, spread throughout the day. You’ll typically see more engagement on weekends. Follow industry leaders and interact often.
Instagram: 1-2 times/day, 3 times/week. Check your insights for best posting times and pay attention to what types of post garner the most engagement.
Pinterest: 3-10 times/day. You’ll typically see more engagement on weekend mornings.
Blog: 2 times/week. Focus on producing HIGH quality content. Early mornings are typically the best times to post, especially early in the week.
YouTube: 1 time/week works well for most channels. Create a specific schedule and stick to it. Frequency varies depend on topic/brand. Research other authors and publishers working in your genres and see what they are doing.
Scheduling your posts can be a huge time saver and help you stay on a consistent posting schedule. Most social media platforms allow scheduling through their own app or a third-party app. Some third party apps allow scheduling for multiple platforms/accounts.
Hootsuite:Works with most social media platforms. You can try it our with a free account, which will have limited options. The unlimited paid account unlocks all options, but is one of the more expensive services.
Buffer: With their free account, you can use up to 3 accounts and schedule a limited number of posts. Their paid plans allows for more accounts and unlimited scheduling.
TweetDeck: This is only for Twitter, as Twitter doesn’t allow scheduling from it’s app. This app allows you to easily manage multiple Twitter accounts and lets you set up different groups and trends to follow on the dashboard.
Tailwind: There is only a paid account option, but it allows for scheduling posts on Pinterest and Instagram. It will also suggests best posting time and gives # suggestions for each post.
Facebook Business Suite: This dashboard connects your Facebook and Instagram-linked account for scheduling, messaging, and analytics. You can only connect one Instagram account to a Facebook page.
Use Analytics to Update Your Marketing Plan
Most social media platforms offer at least basics analytics. These give you information on likes, comments, shares, visitors, referring sites, time online, top fans, popularity of content, fan location, and more.
Review your analytics regularly and update your posting times and content type accordingly to what fans/followers are liking and interacting with most. Track the effectiveness of changes or new tactics and continue to adjust over time.
Direct advertising to an interested audiences is one of the most effective marketing tactics, so DON’T skip setting up an email list!
Starting a Mail List
When choose a mailing list provider, consider what features you need most. Many authors find features such as automation, website integration, social media sharing, and easy to use templates essential features.
Popular providers include MailChimp, MailerLite, ConstantContact, ConvertKit, Aweber. Prices typically vary depending on the number of subscribers, though most start out with a free account that has a small subscriber limit so you can test the service and its features.
Be sure to create a public email account, through your website preferably, that you can use as your contact email. This prevents email newsletters from being marked as spam and looks more professional than using a personal email.
Legally, you MUST provide an address at the bottom of emails you sent out through a list service. Use a PO Box if possible to protect your privacy.
Sending out emails
There are two main types of emails authors typically send out, a weekly/monthly/quarterly newsletter and email blasts for special deals or new releases.
Newsletters should be sent regularly regardless of special deals or sales. If you don’t have any book news, share updates on your writing progress, personal life (don’t get too personal!), hobbies you enjoy, or interesting research you’ve done.
The frequency of newsletters varies by author. Some send them out weekly, monthly, or quarterly. It largely depends on what content they have to offer and how much time they have available for putting together and sending out a newsletter. Whatever schedule you choose, stay consistent so readers know what to expect and don’t forget about you.
Blasts are sent out in between regular newsletters to announce new releases, sales, promotions, special deals, contests, giveaways, and other exciting information that can’t wait until the next newsletter. These can be great attention getters, but should NOT be over used. Too many emails lead to unsubscribes.
Email List Tips
Use high quality graphics to catch the reader’s eye. Include your author logo (if you have one) at the top of the email so readers immediately recognize who the email is from. Make sure images are a manageable size so they load properly. Email service will usually advise you to compress an image if it’s too big.
Keep text short and sweet. Don’t use big blocks of text. Stick to one-liners and brief explanations whenever possible. The goal is to catch the reader’s attention and get them to click on something.
Share more than just book news. Engage with your readers on a personal level. This doesn’t mean airing all your dirty laundry. Stick to interesting anecdotes or facts about you or your writing and let readers know you’re still working away, but you also have a life outside of writing.
Start building a list as early as possible. Don’t wait until you’re ready to launch a book. Get readers interested in your writing as soon as possible, so when that book is ready you have a base of interested readers ready to buy.
Write strong headlines to encourage opens. Be concise with your wording and tell readers exactly what you’re offering (new book, free book, updates, giveaway, etc.). Avoid using excessive punctuation, as this can get your email marked as spam.
Determine the purpose of your website and develop it from there.
Choose a domain name name is easy to type and memorable. A .com ending is more professional and credible than .host name.com.
It’s also a good idea to choose a domain name that is close to your author name/pen name. This makes it easier to remember and is usually easy to type. If you have a name that is difficult to spell, consider an alternative such as first or last name only paired with “author” or “books.”
If you plan to write a blog, incorporate it into your website so everything is in one place and easy for readers to find.
Tie-in all social your media accounts with follow buttons and auto-sharing of blog posts.
Choosing a Website Host
Look for a host that matches your technological skill. Host like WordPress.org allow for HTML coding, while many other use drag-and-drop systems. If you are not knowledgeable about coding or do not need many customized features, a simpler system will likely work better.
Look for a host with a variety of templates, customizations, and plugins. Templates can give you website a professional look with little effort. Customizing your site gives it a more unique look and functionality. Important plugins to consider are integrations with a mailing list, shopping function, contact forms, and social media integration.
Consider what other benefits are provided by the host. Options to look for include SEO optimization, customer service, mobile friendly designs, and add-ons. Some popular providers are Wix, WordPress.com, Weebly, and SquareSpace.
Essentials of the Home Page
Make the home page your “landing page” where readers can access all the basic information about you and your books.
The home page is the MOST important page on your website. The average visitor only spends 1-2 minutes on a website, so it’s important to maximize that time.
Home Page MUST HAVES include: Links to your book(s), Social Media follow buttons, a “Reader Welcome Letter” or introduction, easy to see/use navigation tabs, and a clear indication of who the owner is.
Remember that a website is not for YOU, but for your readers. Be sure to provide them with the information they are looking for, and that it is easy to access.
Important Pages to Include
Bio/about: Include a longer, “official” bio, social media links, other platforms readers can find you on, and a newsletter signup form
Books/Products: List your books IN ORDER (this is #1 reason readers comes to author website). If you have a large backlist, you may want to break your books into series pages to keep from overwhelming the reader.
Blog (optional): Make sure your blog is followable, allows comments, and autoshares to social media.
Contact: Use a form, not your email/phone, in order to protect your privacy and simplify the process. Readers are more willing to contact an author through a form than directly emailing them.
Newsletter Signup: Set up a form through your email list provider and either provide the link to that form, or integrate the form directly into your website. Make the form simple and easy to fill out. Only ask for basic information, such as name and email address.
Appearances/Events (optional): Use this page to announce events you will be attending. You can also give information on how an organization request an appearance or author talk. List any fees you charge, or what areas you are able to make appearances.
Choose a template or design that is clean, simple, and easy to use design.
Make sure the layout is easy to navigate and that the menu is visible, often at the top of the page or in the side bar.
Be sure your website is optimized for mobile use. This is usually something done automatically by the host software, but be sure to review it and make sure it looks the way you want it to.
Use eye-catching images. ONLY use image you own the rights to or are copyright free (www.pixabay.com).
Provide useful content and update your blog and/or website frequently.
Start with the basics and don’t overwhelm yourself by joining every author/writing platform known to man.
We’ll go into more specifics about each of these topics over the next few weeks.
An author website is essential to building an author platform. It serves as a one-stop platform for information about you and your books. It doesn’t have to be elaborate or expensive, but it should be aesthetically pleasing and easy to navigate.
An email list is a critical component of building your platform because it creates a ready and interested audience you can reach directly. Start building your list as early as possible, even if you aren’t published yet.
Set up 1-3 social media accounts as an author. For Facebook, this means setting up a PAGE, not using your personal PROFILE. You can get in trouble for using your personal profile to promote your business. Which social media accounts are best depend on what tends to work best for authors/artists and which ones you enjoy using and/or find easy to use.
Setting up profiles on retailer and book-related sites give you more avenues to make your work visible, participate in promotions, and collect followers. Many of these sites require little to no engagement once your are set up, but can provide exposure and promotion benefits.
Setting up the basic parts of an author profile can be time consuming, but it is important to have an online presence where readers and industry professionals can easily find and contact you. For most of these, with the exception of social media, require only occasional updates to maintain, so the time cost to get them set up pays you back over time. Social media does require regular engagement to be effective, but can also provide community and support along with advertising opportunities.
For a more detailed breakdown of each of these topics, stop back by over the next few weeks!
Whether an author hires out marketing duties or takes them on personally, it’s important to understand the basics.
Word of Mouth
Word of mouth is still the best way to sell anything because the recommendation is coming from someone the person likes and trusts.
To get good word or mouth for your books, you need a professional, high quality product. Make sure your editing is clean and the book cover does not look homemade.
You should also actively encourage readers to share your book and talk about it publicly. This can be accomplished through street teams, contests that require sharing a post or writing a review, or putting a reminder the back matter of the book.
Post on your social media platforms regularly to keep people engaged. Utilize a mix of informational, funny, promotional, or talking point types of posts.
Utilize social media ads to sell directly to interested readers who already like/follow you. You can also target lookalike audiences of similar authors and unique to reach new customers.
Free advertising options including posting to book-related Facebook groups (there are tons of these), newsletter swaps, blogging, creating Pinterest boards for your books or characters, and adding books to book sites like My Book Cave and Goodreads.
Paid advertising options include social media ads (pretty much all platforms are willing to take your money in the form of ads hosting), Amazon ads, book-related paid newsletters like FreeBooksy or BookBub, print ads in literary magazines or your local newspaper or circular, sponsorships, and paid online takeovers and parties.
DON’T pay for reviews, ever! It’s against retailers’ terms of service and you can be penalized. Paying a fee to have your book listed in a review catalogue is okay because you are not paying for individual reviews, just the listing.
Get involved with group promos and events with other authors. You can usually find out about these by joining online authors groups like Alessandra Torre Inkers. These types of collaborations expands your reach and allows you to share fans with and of other authors.
Learn to write engaging ad copy and book cover copy in order to catch the interest of readers. Blurb writing is challenging, and can be hired out if you don’t feel comfortable writing in short form.
Test different ads through A/B testing and determine what type of wording and what styles work best with your audience. Update your ads often because tastes change frequently. Study blurbs for books in your genre to learn more about the style and conventions readers will look for.
Use professional graphics (Pixabay, Canva, Deposit Photos) in all promotional material. DO NOT pull images from a Google search, because the may be copyrighted and you could end up with legal action and fines. There are plenty of free options out there, like Pixabay, if you’re on a tight budget. The same rules apply to music if you post videos.
Determine how much time you REALISTICALLY have each week to put toward marketing, and build your marketing plan around that. Set daily, weekly, monthly tasks AND stick to them. Good things to include are social media posts, submitting books to newsletters, reviewing and updating ads, and engaging with readers.
Plan major campaigns (new releases, holidays, etc.) at least a month in advance, more if possible. Holidays need advanced planning more than almost anything else because newsletter slots will fill up quickly and ad costs may be higher than usual. Bloggers are also much busier and so are readers.
Ideas for major campaigns include hosting virtual parties, running giveaways, participating in takeovers or having other authors takeover your pages (especially popular on Instagram lately), running sales on your books, or hosting a live or online event to celebrate new releases or writing milestones.