It's no secret that book promotion services are in the spotlight lately as brisk sales continue in brick-and-mortar stores and online booksellers. If you're an author self-publishing your work, boning up on the greatest hits of book promotion can help as you plan your marketing. Most often, a mix of methods unique to your book is the wisest approach, and expect to increase some and decrease others after you launch and see what's working (and what isn't). Setting a budget before you begin is essential and required to keep things organized. Be realistic when you set your sales goals and spending.
Advertising is an option and the most obvious way to promote your book – but it's costly. If you're sure you'll be selling in bookstores, you might investigate point-of-sale materials (signs, posters, tags). Make sure to be reasonable about what stores will accept and develop them with professional graphics. Few merchants would post DIY items in their stores. Buying paid clicks in online advertising can also help if you're careful to target the needed keywords. There are many stories of people blowing their budgets with unsatisfactory results in online advertising. Read up before you begin or work with a professional.
Advertising isn't the only way to promote your book, and writing bylined articles or guest posting to popular blogs are two more possibilities. Your articles and posts can be similar to your book and provide helpful information without resorting to the hard sell. Most will give you a brief bio at the end where you can mention you've authored a book and give its title. Readers who have enjoyed (or benefitted from) your article or post will be inclined to buy a book. When they're enjoying your writing, it's natural to want more. These subtle forms of promotion can be among the most effective ones.
Lastly, optimizing your pages on online booksellers has skyrocketed in importance. It helps you sell books and helps target readers find out about you. With increasing sales occurring online, making sure you optimize your book and author pages is crucial. Gone are the days when you could focus on brick-and-mortar stores and give only some attention to the digital space. Today, it commands a significant market share and, for many independent authors, provides the road to success. It's easier to sell online than to convince a bookstore's buyer to carry your book.