9 Free and Low-Cost Book Marketing Strategies You Haven’t Fully Exploited Yet
Optimise your book’s visibility and reach more readers without draining your bank balance
If you’re anything like most authors, you probably feel stuck somewhere on the time vs money continuum when it comes to marketing your book. Either you’ve got some cash to splash but not a lot of spare time, or you’ve got plenty of time but not a lot of money. The rare few have both. Most of us don’t.
The reality is, if you’re launching a book on a tight budget, you’re going to need to invest time. Time to learn, time to write content, time to connect with people, and time to build momentum. It’s not always fun, and sometimes it’s overwhelming, but it is doable.
Preview photo by chris robert on Unsplash
Following are nine free or low-cost book marketing strategies you might not be using to their full potential. These are all tactics I’ve used or recommended to clients, and they can work, especially when done consistently.
1. Grow your Substack audience
Substack is growing rapidly, but it is still one of the most underrated free platforms for authors.
Substack gives you a direct line to readers who want to hear from you. You’re not beholden to algorithms. And you don’t need to wait until your book is ready to start sharing your ideas. Start showing up with value now, whether it’s behind-the-scenes content, thought pieces related to your book’s themes, or simply updates on your writing process.
It takes time to grow, but the long-term payoff is huge. You’re building your own list. That’s gold.
2. Use a low-cost press release service
When done well, a press release can help your book get in front of media outlets, bloggers, and niche publications. EIN Presswire, for instance, offers a US$149 package that sends your release to one industry vertical in one country. That might be all you need to kick off a wave of media interest at launch time, especially if you’re in a clearly defined niche.
Pro tip: write a press release that sounds like a news story, not an ad. Send it 2-3 weeks before your book launches. Include a quote or two and link to a high-resolution image of you as well as your book cover.
3. Get yourself on podcasts
Podcasts are the new book tour. There are thousands of podcasts looking for interesting guests, and book authors make great guests, especially if you’ve got a compelling personal story, an expert or local angle, or a strong point of view.
You can use Podmatch (US$29/month) to find shows actively looking for guests. Or you can outsource the outreach to a podcast booking service - there are a few in The Book Reviewer Yellow Pages who’ll pitch you to hosts for as little as US$49.
4. Build a ‘starter’ media kit and website
You don’t need to hire a publicist to look professional. Put together a simple digital media kit on your website (or even in a Google Drive folder) with the following:
Your author bio (short and long versions)
High-res book cover image
Author photo
A press release or media pitch
Suggested interview topics/questions
Links to social and purchase pages
Having this ready to go means you can say ‘yes’ quickly when an opportunity pops up - and you’ll be taken seriously.
If you need a quick and easy website that won’t cut into your budget, you can get a one-page website (that includes links to your Substack, media kit and social media) from Carrd for US$9 per year.
5. Write guest blog posts
Pitch guest posts to blogs, newsletters, and Substack authors who have overlapping audiences. Don’t pitch your book directly - pitch a story, insight, or valuable perspective that ties into your expertise or book themes. Then link to your book in the author bio or at the end.
This gets your name out there and builds your SEO at the same time.
6. Host a virtual launch party
You don’t need a big budget to launch with impact. Host a virtual launch event via Substack Live, Zoom or a free Facebook group and invite your email list, Substack subscribers, friends, and family.
Read an excerpt, tell the story of the book, and offer some behind-the-scenes gold. You can even bundle the book with a bonus (like a downloadable worksheet or Q&A) to encourage live purchases. It doesn’t have to be slick - it just has to be you.
7. Get strategic with your TikTok, LinkedIn or Instagram
Whichever platform you feel most comfortable on, choose one and lean in. Treat it like a mini content marketing hub. Share tips, reflections, quotes from your book, lessons you learned writing it, or problems your book helps solve.
The key is consistency. Show up at least a few times per week, at least daily on TikTok. Comment on other people’s content. Don’t be shy about linking to your book when it’s relevant - just avoid being a walking promo poster. The general rule is three non-promotional posts to every one promo post.
8. Run a budget-friendly giveaway
You don’t need to give away dozens of copies for a giveaway to work. Try this:
Offer 3 signed copies (postage included)
Ask entrants to subscribe to your Substack or tag a friend on social media
Make the post shareable and engaging
You’ll get new followers, spark word-of-mouth, and generate a little buzz.
Pro tip: do this before your book launches so you’ve got a warm audience primed to buy.
9. Answer questions on Reddit or Quora
This one takes time, but it’s gold for non-fiction authors and thought leaders. Find questions in your niche or subject matter on platforms like Reddit or Quora and offer thoughtful, valuable answers. Include a line in your profile like “Author of [Book Title], out now.”
People will check you out if you provide genuine value - no need to be salesy.
10. Bonus Tip - Bargain Booksy
Bargain Booksy offers a range of promotional services to their lists of email subscribers, segmented by genre. Prices start at $20 to reach 100,000 subscribers.
Go Deep to Get Traction
You don’t have to do all of these at once. But if you choose just three and commit to them for the next three months, you’ll already be ahead of most authors who launch and hope for the best.
The trick is not to do a little bit of everything but to go deep enough on a few things to gain traction. And remember, you can always swap time for money or money for time. Just don’t do nothing.
To your publishing success,
Fleur
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