How Authors Can Build An Audience From Scratch
You published your book. Maybe you've published several. But here's the frustrating truth: the sales aren't coming in like you expected, and you're watching other authors seemingly build massive followings overnight while you're stuck at square one.
I get it. You're already juggling writing, life, maybe a day job, and now you're supposed to become a marketing expert too? The good news: building an audience doesn't require you to be everywhere or do everything. You just need the right approach.
Here's exactly how to build your author audience from scratch without losing your mind or your writing time.
First, Let's Clear Up the Biggest Myth
Before we dive in, we need to address the elephant in the room: the idea that good books sell themselves. They don't. Never have, never will. Even Stephen King needs marketing. The difference? He has a publisher doing most of it for him. You? You've got something better—complete control over your own success.
Building an audience isn't about being pushy or salesy. Think of it as finding the people who are already looking for exactly what you write, then making it easy for them to find you. That's it. No tricks, no gimmicks, just connection.
Part 1: The Foundation (This Is Where Most Authors Mess Up)
Know Exactly Who You're Talking To
Here's where 90% of authors go wrong: they try to reach everyone. "Anyone who likes to read" is not your audience. Neither is "women aged 25-65." That's way too broad, and broad messaging connects with exactly no one.
Instead, get laser-focused. Your ideal reader is one specific person. Not a demographic, not a category, just one person. Here's how to find them:
Picture the one person who would absolutely love your book. Not your mom, not your best friend. But rather a real reader who would genuinely connect with your story. Now answer these questions:
What keeps them up at night? (Literally, what are they thinking about at 2 AM?)
What do they do for fun on weekends?
What other authors do they binge-read?
What shows are they watching on Netflix?
What problems does your book solve for them? (Yes, even fiction solves problems - escape, entertainment, emotional release)
One of my clients writes cozy mysteries. Her ideal reader? A 52-year-old teacher named Linda who listens to audiobooks during her commute, belongs to two book clubs, watches British mystery shows, and uses reading as her evening wind-down ritual. Specific? Yes. Effective? Absolutely. Once she started writing her marketing directly to "Linda," her engagement tripled.
Find Your Connection Points Beyond Your Book
Nobody wants to follow an author account that only promotes their book. That gets old fast. You need what I call "bridge topics"—things you genuinely care about that your readers also love.
Think about this in three layers that work together:
Connection content gets you in front of new people. This is the stuff that's shareable, relatable, and appeals to readers who don't know you yet. A business author sharing productivity hacks or workspace setups. A romance writer posting about terrible dating stories. A parenting book author discussing the chaos of school mornings. A thriller writer breaking down true crime cases. These posts don't mention your book at all, but they position you as someone worth following.
Warming content deepens relationships with people who already follow you. Behind-the-scenes glimpses of your writing or research process. The experts you interviewed for your non-fiction book. Character playlists for your novel. Why you spent three years researching that specific topic. Stories about rejection letters or the moment you realized you had to write this particular book. This content makes readers feel like they know you, which transforms casual followers into invested fans who actually care when you have a book to sell.
Conversion content is where you actually sell your book, but this is where most authors miss out. A picture of your cover with "Available now!" isn't conversion content. Real conversion posts tell readers exactly why they should care about your book.
What problem does your book solve? What emotional experience does it deliver? What question does it answer that keeps your ideal reader up at night? Your conversion posts need to paint a picture of the transformation or experience your book provides.
For example, if you wrote a thriller, you wouldn’t say: "My book is out! Link in bio." A true conversion post would be something like: “Ever feel like you can't trust anyone around you? She thought her husband was her safe space… until she found the hidden phone. If you've ever questioned whether you really know the people closest to you, this 3 AM page-turner is for you." That's a conversion post. It hooks the emotion, presents the premise, and gives readers a reason to click.
If you wrote a book about productivity, you could say something like: "Spent years wondering why you hit every goal at work but your personal life feels like chaos? I interviewed 50 high-performers who figured out how to win in both. The answer isn't time management, it's energy management. If you're tired of sacrificing your relationships for your career, this book shows you the actual system that works." You’re selling the transformation, not just the book.
Notice what these posts have in common? They speak directly to the reader's feelings, problems, or desires. They give context for why this specific book matters to this specific person. They create urgency through emotion, not through generic "available now" language.
With these three types of posts, the ratio matters less than the mix. You need all three working together. Connection brings people in. Warming makes them stay. Conversion turns that goodwill into sales. You need all three working together to grow your audience, build a community, and sell.
If you want more guidance on how to set up your book marketing foundation and step-by-step resources to simplify the process? Get the full system in my Book Marketing Starter Kit.
Research Where Your Readers Already Hang Out
Stop guessing where your audience might be. Go find where they actually are. This takes 30 minutes of research that will save you months of wasted effort:
The Competition Research Method:
Find 5 authors in your exact genre who are killing it (not celebrities, but authors maybe one or two levels above where you are now)
Look at where they're most active online
Check what Facebook groups they're in
See which bookstagrammers feature their books
Note which book bloggers review them
Find what podcasts they've appeared on
This isn't copying. It's smart market research. You're identifying where readers of books like yours already congregate. And if you’d like more guidance knowing where you should be hanging out, download my free No-Stress Guide to Building Your Author Platform.
Part 2: Your Strategic Plan (Not the Overwhelm-You-With-Everything Plan)
Pick One Platform. Maaaaybe Two.
I know the temptation. You think you need to be on Instagram, TikTok, Facebook, Twitter, Threads, Pinterest, YouTube, and whatever new platform launched yesterday. You don't. In fact, trying to be everywhere is exactly why you'll fail everywhere.
So where should you be? Go back to your competition research. Where are those successful authors in your genre getting the most engagement? Start there.
Quick reality check on platforms in 2025:
BookTok is incredible for romance, fantasy, and YA—but only if you're comfortable on video
Instagram still works great for visual genres and building genuine connections
Facebook Groups remain gold for non-fiction and older demographics
Threads is emerging as the go-to for quick, conversational author content
Email (yes, email) still delivers the highest ROI (return on investment) of any platform
The 90-Day Foundation Plan
Don't try to build everything at once. Here's your first 90 days:
Days 1-30: Setup and Research
Identify your ideal reader
Choose your platform
Set up your profiles properly (bio, links, professional photos)
Join 3-5 relevant groups or communities
Follow 50 accounts in your genre/niche
Start engaging authentically (comment, share, interact—don't sell yet)
Days 31-60: Content and Connection
Post consistently (even if it’s twice a week and no one's watching yet)
Share connection, warming, and converting content
Start one simple email list opt-in (free chapter, bonus scene, reading guide)
Reach out to one blogger, bookstagrammer, or podcaster per week
Document what content gets any engagement
Days 61-90: Amplify What Works
Double down on content types that got engagement
Start building genuine relationships with engaged followers
Launch one small reader magnet campaign
Connect with 3-5 authors at your level for mutual support
Set up simple systems so this becomes sustainable
Part 3: Actually Building Your Audience (Where the Magic Happens)
Start Before You Think You're Ready
Waiting until your book is written, until you have more books, a better website, or a bigger following? Stop. The best time to start building your audience was before you published. The second-best time is right now.
Always remember: everyone starts at zero. I had twelve followers when I started. Twelve. And half of them were family. But starting imperfectly beats waiting for perfect every single time.
The Compound Effect of Consistency
Building an audience is like working out. One session won't transform you. Neither will a week. But show up consistently for 90 days? Everything changes.
Real numbers from real authors:
Sarah started with 47 Instagram followers. After 6 months of consistent posting: 2,400 followers and regular sales
Mike had 12 email subscribers. One year of weekly newsletters later: 890 subscribers and a successful launch
Jennifer had zero BookTok presence. 90 days of posting: 5,200 followers and her book was consistently bringing in sales
The difference? They showed up consistently, even when it felt like nobody was watching.
Initiate, Don't Wait
Social media platforms are not "if you build it, they will come" situations. You have to make the first move. Every single day.
The Engagement-First Strategy: Before you post anything, spend 5 minutes engaging with others:
Comment genuinely on 5 posts in your niche
Reply to 3 stories
Share someone else's content with your thoughts
Start one new conversation
This shows the algorithm who to put your content in front of, who to connect you to, and what it is that you’re talking about. You have to teach the algorithm, and this is a great way to jumpstart that.
If you need more step-by-step guidance, tools, and resources to find and connect with your readers to build a thriving author platform (both on and off of social media) check out The Author Circle.
The Email List Truth Nobody Talks About
Everyone says "build an email list" but nobody explains why it's literally the only audience you actually own. Instagram could disappear tomorrow. TikTok could get banned (again). But your email list? That's yours forever.
Start with this simple funnel:
Create one irresistible reader magnet (deleted scene, bonus chapter, free short story)
Mention it naturally in your content
Deliver immediate value in your welcome email
Email consistently (even just once a month to start)
Start simple, you can always get fancy later. I highly recommend newsletter services like Flodesk or MailerLite to get started. If tech intimidates you or if you don’t have a website yet, Substack is a great place to start.
Connect With Other Authors (But Not How You Think)
Find 3-5 authors at your exact same level. Not bestsellers. Not newbies. Authors going through exactly what you're going through. Support each other. Share each other's content. Celebrate wins together. Commiserate over struggles.
This isn't just networking, it's building your support system. These relationships will sustain you way longer than any marketing tactic.
The Mindset Shifts That Change Everything
You're Not Bothering People
If someone follows you, they want to hear from you. If they join your email list, they want your emails. Stop apologizing for existing in spaces where people literally asked you to be.
Small Audiences Can Create Big Results
You don't need 10,000 followers to have a successful author career. I've seen authors with 500 highly engaged readers outsell authors with 50,000 passive followers. Quality beats quantity every single time.
Progress, Not Perfection
Your first posts will be awkward. Your early emails will be clunky. Your initial attempts at connection will feel forced. Good. That means you're doing it. Perfection is just procrastination wearing a fancy outfit.
The Long Game
Building an audience isn't about viral moments or overnight success. Every author you admire with a huge following? They started with zero. They posted to empty rooms. They sent emails to three people. They kept going when it felt pointless.
The difference between authors who build successful audiences and those who don't isn't talent, luck, or even marketing budget. It's showing up consistently with value, authenticity, and patience.
Your readers are out there, looking for exactly what you write. They just haven't found you yet. Make it easier for them.
Start where you are. Use what you have. Do what you can. Your audience is waiting.
Remember: You're already an author. You've already done the hard part—you wrote and published a book. Marketing is just helping the right readers find what you've created. You've got this.
If you want to go a step further and get all of the tools, resources, and help that you need to market your book, get the full system inside The Book Marketing Starter Kit!
