Many first-time, self-published authors need to substitute DIY efforts for professional book marketing services, depending on their available budgets. While a DIY approach comes with some built-in hazards, there are things you can do to market your book. The goal of all marketing needs to be to reach target readers and encourage them to become book buyers. It requires a clear understanding of those groups and what attracts their attention. If book marketing were simple, every who wrote a book would be wildly successful. But the reality is it requires considerable effort and a plan with the right tactics.

While online-only book PR without traditional media outreach can be limiting, it offers opportunities when leveraged successfully. One of the first no-cost marketing approaches is to maximize your book and author's pages on online booksellers. It's easy to overlook some opportunities if you add information quickly and do not read through the instructions. Making sure to provide all the requested information works to your advantage. Also, be aware of the content length cut-offs and don't fall far below them – write nearly as many words (or characters) as the site will allow you to submit. Make it good quality content that is user friends and explains the value of your book.

While you're submitting information to online booksellers, think like a marketer. For example, you can bold your first sentence to make it stand out. Keep keywords in mind because your book and author pages can appear in search results. Don't go overboard because you don't want your pages to seem like spam to a search engine. The key is to use descriptive, well-distributed keywords and make it easy for human users and search engines alike to find your pages. Striking the right balance will help make your promotional pages a success. It will pay dividends for months to come as you sell books.

Social media presents more opportunities if you handle it well. If you are outgoing and already have a huge following, your fans will want to hear about your new book. If you have a good rapport with them, there's a good chance they will buy copies. Book PR pros remind authors about the importance of tactfully and using a soft-sell approach, making it clear why their books are better than others. If you only explain what your book is about, people won't find your pitch as compelling. Sparking book sales requires promotion about the benefits of reading your book for nonfiction titles.