The Complete eBook Marketing Strategies Guide

Hey, amazing author! Let’s talk about eBook marketing strategies and how to get your book noticed.

Writing, publishing, and marketing a book yourself has a steep learning curve, but the good news is that there are more resources now than ever before to learn how to market your eBook successfully.

But, I know. It’s still a lot. 

In this article, we’ll look at low-pressure eBook marketing best practices to get you moving in the right direction. I’ll tell you what I know, and hopefully, after reading this article, you’ll feel better equipped to market your eBook like a professional. 

Today, eBooks are more popular than ever, making up over 20% of book sales worldwide. That may not seem like a large percentage, but that equaled over a billion dollars in the US in 2022, with self-publishers making up 51% of those eBook unit sales.  It’s estimated that eBook sales revenue will reach $5.38 billion in the US and  $14.92 billion globally in 2025.  

So, how can you get a piece of the growing eBook sales pie? Let’s find out.

What is eBook marketing?

I’m sure you’ve guessed that eBook marketing is marketing for eBooks, but what does that mean?

Marketing in general refers to the steps, practices, promotions, strategies, and other interesting things we do to get our products (eBooks) in front of other people, specifically those who want to hear from us — our ideal audience. 

When it comes to eBook marketing specifically, jumping through all of the strategy hoops is important, but your readers are everything.

Now, I don’t want your eyes to glaze over, so I won’t get too technical, but understand this: The fate of your eBook’s success depends on the work you put into understanding your audience and meeting them where they are. In other words, the popular phrase “Build it and they will come” is from the 80s movie Field of Dreams and isn’t based on book publishing reality. It’s not enough to build a great story, you also have to be a strong marketer to get “them” to come.

First things first …

How do you market your eBook?

Effective eBook marketing means knowing where your people are — the ones begging for answers to their most pressing questions that only your book can answer or those looking for the story that only you can tell. So, how do you find those people?

Third-party platforms

These are sites that you don’t have a stake in. In other words, they are an island unto themselves with their own culture, ways of doing things, and pesky algorithms that can be less than kind; however, with the right eBook marketing strategies, they can still be useful.

Here’s the secret: Use third-party platforms to push traffic to your website where you can create your own atmosphere and cut through all of the online chatter.

What third-party platforms should be looking at? Try these options.

• Social media platforms: Remember that they are not all created equal. Pick the ones that are a good fit for your book’s genre and your reader type. For example, for fiction and non-fiction business books, LinkedIn is a good place to start. For fiction titles, TikTok (BookTok) and Facebook are popular. For all genres of fiction, many authors have found success connecting with the audiences on Instagram.
  
  There are other platforms to consider, so do your research. What social media channels do you like to hang out on? If you already have connections, start there. 
  
• Forums: Reddit and Quora are dominating search engines these days, but they are not the only ones having in-depth conversations about books. There are others. Just remember to follow the rules and make sure that promoting your book is okay. Often sharing your knowledge and expertise is a better fit for these types of communities, but you can add a link to your profile to help new readers find you. 
  
• Book recommendation sites: Sites like Goodreads have become a popular way for book lovers to find books that they love and rate them. Other sites like Storygraph and Hardcover are gaining popularity. Creating a profile on these sites and sharing information about your book can open new opportunities for you to reach readers who read books in your genre who might want to give yours a try. 
  
• Interview platforms: Whether it’s YouTube, an online magazine,  or a podcast, getting the opportunity to talk about your book or your expertise in front of the right audience is EVERYTHING! Remember that unless you put yourself in front of people, they’re not going to know who you are.
  
  If you’re more comfortable behind the scenes, remember that interviews don’t have to be “live.” Book formatting expert Julie Karen Hodgins gives guests questions, and they can email the answers back to her. Then she formats everything into an interview format and posts them on her website, like this one.  

Control the narrative

The idea behind eBook marketing or any type of marketing is to control the narrative or what’s being said about your product. One of the best ways to do this is by keeping things close to home where you have more control.

Why is having control important? If you’ve ever had a backseat driver then you understand. No one likes to feel like they don’t have control over their area or that someone is always looking over their shoulder telling them what to do. When you’re on third-party platforms, you play by their rules, but when you’re on your own, you create your own rules, which makes things easier. 

With eBook marketing, the ultimate goal is to try to get people to visit you on your own properties — your author website, podcast, and online store. This gives you more control over sales outcomes compared to crowded third-party sites that are algorithm-based.

Your website

hink of your website as your online home. When you have visitors drop by, you want them to feel welcomed. Just like any other business, your author brand positively or negatively impacts how others perceive the quality of your book before they ever pick it up. Brand awareness takes place whether or not you actively participate. 

One of the best ways to market your eBook is to display it prominently on your website that’s easy for visitors to see and access. This means giving them multiple options to buy so that they can easily purchase your book in different formats at the click of a button. Depending on the type of book, some authors have offered their books in PDF format. 

Your podcast

Although podcasts are hosted on third-party platforms, if they are your podcast, you can control, the narrative and have a dedicated audience that has chosen to spend time with you. Podcasts offer a great opportunity for listeners to get to know you, your book, and your offers. 

Your online store

Did you know you could sell your eBook on your own website? You sure can! Not only is this a great way to keep readers on your site, but it’s also a way to keep up to 100% of the sale compared to 30-70% depending on the platform. While you keep most of the profits, keep in mind that some platforms charge a fee. 

Here’s a list of platforms that allow you to set up stores on your website:

1. Sellfy allows you to embed a “BUY NOW” button, has no transaction fees, and is easy to set up. Pricing starts at $19/mo)
2. Payhip is another option that’s great for beginners. It offers direct website sales with integrations through Paypal and Stripe. There’s a free package available with a 5% transaction fee (That’s still better than third-party platforms).
3. SendOwl is specifically created for digital products. Starting at $15/month, it comes with content protection (with license keys) and a unique feature that allows you to offer chapter-by-chapter releases. 

These are just a few beginner-friendly options. There are also sites like Shopify, WooCommerce, and Gumroad. Do your research and find the one that’s easiest for you to set up and meets your budget. 

The eBook marketing big picture

Now that you understand that there are many different ways to market your eBook between third-party websites and your own, let’s get granular and focus on the specifics of eBook marketing.

At the beginning of this article when we looked at the definition of eBook marketing, I mentioned the importance of an ideal (or target) audience. Another secret to marketing is that you can’t target everyone. Saying that “everyone is my audience” or “women” or “men” or “parents” or “teachers” is casting a net that’s way too wide. I’d offer an analogy about fishing and using the right bait, but since I don’t fish, it might fall flat. I’ll just say, that when you try to market to everyone, you’re really marketing to no one. This is not a good thing. 

To create the most effective eBook marketing strategy, you have to start with the people who will be buying your book.

Who is the target audience for your eBook?

The eBook market is growing and is expected to reach 1.2 billion readers by 2029. That’s a lot of readers with varied interests and tastes in books. How do you know which one to target? A good way to pinpoint your audience is to start with reader personas.

Reader personas

What is a reader persona? It’s like a mini-bio of your ideal reader. If you could take the characteristics of all of the people who would read your book and average them out, what you’d have left is your ideal reader persona. Sometimes you’ll have more than one, especially if your book attracts a lot of reader types. The idea is to have a good understanding of those types so that in your eBook marketing, you can speak to them directly.

When creating your ideal buyer persona, ask yourself the following questions:

• How old is my reader?
• What book genre(s) do they like to read?
• What do they do for a living? (This is especially relevant if the book is job-related)
• Why would they read your book specifically?
• Why do they like this genre?
• Who are their favorite authors in this genre?

Here are two examples of book buyer personas:

Knowing who your buyer persona is makes it easier to talk to them directly. When you know who they are you can say the words that let them know that you get them. They are no longer faceless, imaginary beings that you cast a wide net for. They are individuals with goals, desires, and unique perspectives. 

With buyer personas, you want to create just enough information to narrow your pool but not so specific that you alienate the people who would also enjoy reading your book. 

How do I get people to read my eBook?

Once you know your ideal reader, how do you get them interested enough to buy? By showing up where they are and refusing to be ignored. This doesn’t mean annoying behavior where you’re spamming everyone and begging them to click on a link to your book. On the contrary, refusing to be ignored is more about being helpful, sharing your expertise, and showing that you are interested in the group of people that you write for.

There are a ton of books on the market, and many of those authors don’t take the time to market their books. You have an opportunity to do what all of those other book authors are not taking the time to do so that you can get ahead of the noise and stand out. 

Those who take the time to show up for their readers consistently get noticed. 

Here are some eBook marketing strategies to try:

• Create email campaigns and send sample chapters to your email list. A sneak peek of your story is a great way to get readers excited about what’s to come. 
• Share reader reviews on your website.
• Do book tours virtually or in person.
• Cross-promote books with other authors in the same genre.
• Use the “Read sample” or “Look inside” feature of book platforms.
• Create an unforgettable sales page that gets people excited to read your book. Your eBook landing page should be distraction-free — no navigation bar or links to other pages — with an easy buying experience.
• Host a podcast and share book chapters.
• Create teaser graphics on social media. Social media marketing is another type of promotion that can fall under the umbrella of eBook marketing. Try not to spread yourself thin by trying to be on all of the social media platforms. Find where the social media platform your reader loves and go there. 
• Write blog posts. Valuable content is key. You don’t always have to write about your book(s). If you’re a subject matter expert, use your website as a space to demonstrate your expertise so that you become a valuable resource. 
• Offer a book giveaway.
• Guest post on someone’s site about your book or as an industry expert. A great place to find new readers is on other websites in a similar space. For example, if you’ve written a book about productivity, you could guest post on a productivity blog, but you can also post on business sites, student sites, parenting sites, or any site where readers want to better manage their time. 
• Create a book trailer.
• Design an eye-catching cover that is genre-specific and stands out. Why is having a great book cover so important? A book sale starts with the eyes and what a reader sees on the outside before a single page is read. 
• Write a great book with great content that people will want to read and share with others. 
• Offer eBook launch discounts (e.g., free eBooks, special sales).
• Optimize your product page for your book with the right keywords so that it shows up in search results. 
• Ads: Create Facebook ads, Amazon ads, BookBub ads, or ads on a platform that targets your ideal reader.

This is a short list compared to all of the creative ways you can find to get in front of your audience, and it’s okay to think outside the box. Doing things differently might be the exact thing you need to stand out from the competition.

What if I don’t have any followers? 

Starting at zero (where most of us start) is not so bad. The great thing about starting from scratch is that you’re often more motivated to make things happen. 

If you’re a new author and have a small audience, there are ways to get noticed. It may take some time to build momentum, but once everything begins to connect, you’ll see those small numbers turn into bigger ones. 

In book publishing, slow and steady wins the race, so whether you have 10 followers or 10 million, put your readers first and you’ll be rewarded. 

If you’re building an audience, those third-party sites I mentioned above are a great way to get your foot in the door and gain some traction. Try these tips for building an audience:

• Book promotion sites: The beauty of book promotion sites is that most of them are budget-friendly and put you in front of readers who are looking for books in your genre. By offering your book at a discount, you gain access to the platform’s subscriber list. Each site has different requirements, but you can expect to offer your book for free or at a specific discount. 
• Build your author platform: A great way to gain readers when you are a new author is by building your author platform. If you haven’t published your book, yet, you consider sharing a chapter or two on your website to get people interested. Who doesn’t want to read a free book chapter? Just make sure that you offer a captivating description to pique their curiosity. 
• Cross-promote: Find other authors in your genre and see if they’re open to cross-promotion. It’s a great way to find new audiences who are interested in your genre. 
• Enter contests: Submit your book to writing contests. Even if you don’t win, you can get your book in front of people in your genre and hopefully get some constructive feedback. 
• Go local: Your local community (e.g., libraries) and media are a great way to get some exposure and boost sales. Many local libraries are open to having book signings and promoting local authors.

Having a small audience is not such a bad thing if you’re writing in a specialized niche. Depending on the topic, it will probably be a lot smaller than someone of my more general niches. On the other hand, if you believe there’s more room to grow. There’s never a better time than right now to work toward strategies that produce leads (potential readers) or lead generation. 

What about eBook marketing services? 

As with most types of marketing, it’s possible to outsource. You can find individuals and agencies with the experience and expertise to get you in front of your ideal audience. If you don’t have the time to market your book yourself and you have the budget to hire support, then these services might be a good match. 

Pros

• Time savings: Sometimes extra time is hard to find, and marketing your eBook right requires a time commitment. Professional eBook services can step in and do the heavy lifting. 
• Knowledgeable: This is especially helpful when you are new to eBook marketing. An experienced marketer already knows how to set your book up for success, which will virtually eliminate the trial and error that you might experience to get the strategy right. 
• More reach: Experienced marketers have already established connections, including access to wider markets which increases visibility for your book.

Cons

• Expense: Professional eBook marketing services can be expensive. If you have a limited budget and are trying to allocate funds to get the best return on your investment, your money might be better spent on the editing and design side. It’s better to market a high-quality book yourself than to professionally market a low-quality one. 
• Limited results: Some companies do little more than you would do on your own, so it’s important to do thorough research to make sure that who you select can give you the results you expect. 
• Your book, their call: It might be your book, but not every company is open to input, so if you want to have some control over the strategy and how it’s used, you should make sure they are open to suggestions. 

Popular eBook marketing services providers

If you are looking for a company or freelancer that specializes in eBook marketing services, you have many options. Here’s a list to get you started:

1. Smith Publicity: The full-service publicity agency offers eBook marketing services for all genres. Established in 1997, the company has cultivated a wide range of marketing strategies to support authors.

2. Reedsy – Since its start in 2014, Reedsy has positioned itself as an educational resource for authors. They also offer a database of over 3,700 book professionals, including freelance marketers.

3. Upwork: The online marketplace offers a range of freelance professionals and agencies in a range of industries, including book publishing. The user-friendly platform makes it simple to find marketers. When you request services, make sure that you are specific in your project description so that they understand the type of eBook marketing you are looking for.

4. Fiverr: Similar to Upwork, Fiverr offers eBook marketing freelancers. A note of caution: Some freelancers on the site offer services at cheap prices. Make sure you know what you’re getting before you sign up. Check their reviews to see what customers are saying.

5. BookBaby: This book production site also offers eBook marketing services that include, ads, book metadata optimization, and consultation services.

Your eBook marketing next steps

How well your marketing efforts work for your eBook will depend on your efforts to get in front of the people who want to hear from you. This starts by knowing who and where they are.

By far, the most effective way to capture your audience’s attention is by speaking their “language.” When you think about your favorite authors, what draws you to them? How did you first find out about them? What makes you keep going back for their new releases? Consider this when creating your eBook marketing plan.

I am certain that there are tons of great authors writing exactly what I like to read but will never make it to my bookshelf because they didn’t market their books effectively. They thought that writing their book and submitting it to Amazon’s database was enough, not realizing the gravity of Amazon currently having over 44 million book titles for sale on its website. Without eBook marketing, it’s easy for a book to fall to the bottom of the slush pile where all of the other books go to live out their final days.

As I said earlier, It’s okay to start at zero. No one is born knowing all of the ins and outs of book publishing, but you can learn. Just take baby steps and let the interest compound. Success won’t happen overnight, but I’ve seen time and time again, that when you create a strong eBook marketing strategy and put in the work, you’ll eventually reap the rewards.

Looking for additional eBook marketing tips? Try these resources on our website:

Book Marketing Step-by-Step
How to Market a Self-Published Book
How to Create a Book Marketing Plan
Book Marketing

eBook marketing FAQs

What type of eBook sells the most?

• Fiction genres: Fantasy, Science Fiction, Romance
• Non-fiction categories: Self-help, Business, Cookbooks
• Children’s and Young Adult literature
• Short stories and novellas
• Educational and instructional eBooks

Are eBooks profitable?

Compared to book sales, ebooks can be highly profitable. Since they are digital, you don’t have to worry about printing and storage costs or shipping fees. 

This means that you can expect a higher percentage of profit per book; however, eBooks typically cost less than print books, so while you may make a higher percentage per sale, the retail price better determines overall sales numbers. 

Where is the best place to sell eBooks?

These are some of the most popular places to sell eBooks: 

• Amazon Kindle Direct Publishing (KDP)
• Apple Books
• Barnes & Noble Nook
• Google Play Books
• Kobo Writing Life
• Direct sales through author websites

How much royalty can you make on eBooks?

If you are selling on one of the popular platforms, you can expect to make 35% or 70% depending on the price of your book. 

Are ebooks hard to sell?

Many things can affect the saleability of an ebook including its genre, the time of year, price, reader habits, and marketing. 
The best chance you have at selling your eBook is to understand marketing, understand your audience, and marry the two.

What age group buys the most ebooks?

18-29 according to a Statista report on eBook reading habits grouped by age (2021)