How to Promote Your Book on a Budget

If you believe getting your book published makes you wealthy, then think again. Whether traditionally published or self-published, authors rarely achieve overnight success. Of course, there are exceptions to the rule, but for the rest of us, getting books in the hands of readers is an investment of time and money.

When my first book was traditionally published, I was surprised to discover that much of the publicity fell on my shoulders. That was fine. I learned a lot. When I self-published other books, having some experience was helpful. Still, I have a lot to learn about book promotion and author publicity, and I appreciate all the advice from the professionals on this topic. Still, in addition to the publishing house’s marketing and publicity team and the third-party publicist, a good author knows they are ultimately responsible for promoting their book.

To help all authors navigate the world of book promotion, I turn the mic over to my author friends and experts. 

“Start by setting a realistic annual budget—whatever you’re comfortable investing. Leverage free methods like social media, newsletters, and engaging with readers directly. DIY publicity can include reaching out to podcasts, collaborating with other authors, and running online events. Consider hiring a publicist if you’re aiming for broader media coverage, but weigh the cost against the potential reach. The key is to strike a balance between consistent effort and strategic investments. Also, be ready to pivot and change your plans at any time.” ~ Michelle M. Pillow, NYT & USAT Bestselling Romance Fiction Author

“Authors on a budget have to be creative with how they use their time and connections – two valuable resources that are just as good as money! It will cost little to nothing to set up your online platform (think social media, website, email newsletter) to start promoting your book. Use these tools to grow your network and make good use of your current connections by teaming up with other authors for cross-promotions. You can arrange joint events at bookstores or libraries, share blurbs for one another, and post about each other’s books on social media or in your e-newsletter. Mutual support in book promotion goes a long way. Don’t be afraid to reach out to others for help, and always be sure to return the favor!” ~ Ellen Whitfield, Vice President of Books Forward

“Most new authors launch with more passion than pennies—but the moment you hit ‘publish,’ you’re the CEO of your book business. You won’t build it all for free, but with investment, resourcefulness, and a willingness to learn, you can build it wisely. Too often, the author, once published, forgets that they now have a business to run, and businesses need investments to operate.  To start, they need to determine how much they can afford to invest. Can they go without that morning latte or that new piece of clothing to invest those funds? They need to ask themselves how much they are willing to invest to accelerate and grow that business. Furthermore, they should ask themselves, ‘What can I do for free to promote my book?’ This could include contacting their school or college website and looking for an alumni tab. Do they have a newsletter, and could I be featured in it?  They should also consider using podcasts to promote their story, journey, and book.  This can all be free, but it takes time.” ~ Kevin Hall, Author

“The first step is to send a promotional article to local and regional media outlets. Ensure the article doesn’t read like a boring press release; instead, make it engaging and something that encourages readers to explore your book. Next, reach out to local and regional libraries. More libraries are hosting author events these days, and you want to have a table with a great display (and chocolate!). Finally, network with local community centers, associations, and non-profit agencies.  See who needs a speaker for their next event (a great way to sell copies of your book!).” ~ John Riddle, Freelance Writer, Author, Ghostwriter & Donut Eater, and Founder of I Love To Write Day

“Congratulations. Whether you indie publish or are with one of the big five, you’ve started a small business! Set aside large chunks of time to explore free promotional outlets, such as social media, newsletters, and local events like library readings. Start forming online relationships in your genre and interests now, and interact authentically as yourself, without the agenda of selling your book. A well-tended ad campaign with a budget between $500 and $2000 can be a much-needed catalyst. Watch any ads or boosted posts carefully to find patterns and adjust your target market to see how the engagement numbers change. Unfortunately, a good publicist can be hard to find on a budget, but even the most popular authors started without a following, so persevere.” ~ Jennie Spohr, author of Heirs & Spares: Betwixt the Sheets

“There are so many ways to promote your book on a budget. You don’t have to spend money if you don’t want to—the best strategy is often just personal connection and building relationships. Networking is key. It provides you with the opportunity to ask your connections to share your book with their networks and on social media, which helps you reach people who may be interested in purchasing it. Being a guest on podcasts is another great way to spread the word. I’ve also appeared on several TV shows—sometimes there’s a fee involved, but it helps you build your network and gain visibility. Social media can also be a powerful tool. I have a virtual book launch party coming up, and most of the attendees are people who follow me on social media. One thing people often underestimate in business is the value of offering free service or support before asking for anything in return. That’s something I’ve done for years—offering advice, making connections, and helping people solve problems. When you do that, they naturally start talking about you to their friends. Authors often overlook the power of that. One final point: there are numerous groups on LinkedIn and Facebook dedicated to books, where you can promote your work. Your budget largely depends on how much you’re willing to invest, but with these strategies, promoting your book on a budget is entirely feasible.” ~ Nina Maglic, Marketing Coach for Healers & Energy Healers

“Book promotion is probably the most difficult goal to achieve. A new writer would need to spend at least $50.00 to $100.00 monthly to promote their books through social media. It is possible to set up an author’s business page on Facebook or Nextdoor, or create a YouTube channel and rely on regular posts to help build followers. However, this is an extremely slow process, and from my experience, I haven’t found it to be an effective method. Boosting or paying for an ad on the mentioned social networks does provide a significantly better reach; however, the ads do not always yield sales results. The most important ways to market yourself and your book are to search for local festivals, book fairs, or seasonal markets and sign up to be a vendor for as many as you can afford – table costs are usually around $150.00. If a new writer can afford a publicist, it is definitely worth the investment as digital marketing requires a lot of time and experience navigating through the various channels.” ~ Margie Seaman, Author

“One free way to promote your book is to start a book club, either online or in your community, for people who are interested in the subject. For non-fiction authors, you can also create an online course based on your area of expertise and use your book as the program’s textbook. You can easily ship books from Amazon and ask your readers to review and share them if they love them. These are great ways to leverage your community to help spread the word about your work!” ~ Lilly Penhall, author of Speak Your Book to Life & CEO of Manifest Now Publishing

“Many authors avoid marketing, but no one knows your book better than you do, and no one can be more passionate about it. Readers who will love your book need to discover it exists, and there are many free and affordable ways to do that. Post the best quotes from your book on social media, reach out to your local library about hosting an event around the theme of your book, cross-promote with businesses that align (if you wrote a knitting murder mystery, ask a local knitting store to send out an email about your book and you can offer to send info about them to your list too). Add your book to your email signature with an enticing hook or tagline, and write blog posts that educate readers about the topics or themes in your book. I could go on and on! Above all, please don’t be shy about it. You were motivated enough to finish an entire book on this theme or topic, and that means there are likely other people who are also craving more about it.” ~ Carolyn Choate, author of Supercharge Your Website Traffic, You Published a Book–Now What?, and The Book Launch Planner

There you have it. The basics of budgeting your book promotion. What about you? Have you successfully promoted your book on a budget? Do you have questions about the process?. Please share your ideas and experiences below. Together, we can build an uplifting community that supports each other’s happiness, well-being, creativity, and success.