How to Keep Book Sales Strong After the Launch
You’ve launched your book, celebrated with your readers, and seen those initial sales roll in. But now… things are slowing down. The excitement has faded, and you’re left wondering: How do I keep my book selling?
If this sounds familiar, you’re not alone. The truth is, most books don’t fail because they’re bad—they fail because they’re forgotten. But that doesn’t have to be you. I’m going to break down exactly how to create a sustainable marketing strategy that keeps your book visible and selling long after the initial excitement fades.
Understanding Post-Release Marketing Strategy
Here’s the thing about book marketing—it’s a marathon, not a sprint. While your launch week might generate amazing buzz, the real success comes from maintaining that momentum. And the good news? You don’t have to do everything to keep your book relevant. You just need a repeatable system that works for you.
Creating Your Marketing Foundation
You don’t need an overwhelming 12-month marketing plan to keep sales steady. Start small. This month, focus on just two things:
✔️ Plan one promotional period (like a discount or giveaway).
✔️ Choose a content theme that sparks engagement with your readers.
Once you have those down, add in guest appearances or advertising. Sustainable marketing is about small, repeatable actions—not frantic launches.
A simple marketing calendar should include:
Strategic promotional periods throughout the year
Content themes that resonate with your readers
Targeted guest appearance opportunities
Well-planned advertising campaigns
Systematic price promotion schedules
Leveraging Social Media Like a Pro
If your book sales have flatlined, don’t panic. Instead of shouting “buy my book!” into the void, use social media to pull readers into your world. Done right, it’s not just another task—it’s your best tool for turning casual browsers into lifelong fans.
For Fiction Authors:
✔️ Share the themes and inspiration behind your story
✔️ Give readers a peek into your writing process
✔️ Highlight character development insights
✔️ Create engaging discussions about your book’s world
For Non-Fiction Authors:
✔️ Address the core problems your book solves
✔️ Share additional tips related to your expertise
✔️ Highlight reader success stories
✔️ Expand on concepts from your book
Pro Tip: Don’t just post—engage! Respond to comments, ask questions, and start conversations. Readers don’t just buy books; they buy connections.
Strategic Price Promotions That Drive Sales
Want a game-changing strategy? Plan regular e-book promotions through established platforms to reach new readers.
Top Platforms for Promotions:
BookBub (perfect for reaching large audiences)
Fussy Librarian (great for targeted reader groups)
FreeBooksy (excellent for building momentum)
Amazon Countdown Deals (ideal for KDP Select members)
Promotion Planning Tips:
✔️ Schedule promotions every 4-8 weeks
✔️ Track performance metrics for each platform
✔️ Test different price points
✔️ Coordinate promotions with your other marketing efforts
Expanding Your Author Platform Through Strategic Appearances
Between promotions, focus on growing your audience through guest appearances. This expands your reach and keeps your book relevant.
Guest Appearance Strategies:
✔️ Research podcasts that align with your book’s theme
✔️ Prepare unique talking points for each appearance
✔️ Create valuable content for guest blog posts
✔️ Develop engaging stories about your author journey
Being featured outside of your own platforms introduces new readers to your work without you having to sell.
Mastering Paid Advertising
Let’s talk about making ads work for you. Whether it’s Facebook, TikTok, or Amazon ads, here’s what you need to know:
Essential Ad Components:
✔️ Platform-specific technical requirements
✔️ Compelling copy that converts
✔️ Clear, action-driving CTAs
✔️ Strategic audience targeting
Testing and Optimization:
✔️ Start with small budgets
✔️ Test different ad formats
✔️ Monitor performance metrics
✔️ Adjust based on data
Remember: Ads are a tool, not a magic bullet. Use them strategically to amplify what’s already working.
Creating Your Sustainable Promotion Cycle
Once you’ve identified what works best for your book, create a repeatable system. Here’s how to make it happen:
✔️ Document Successful Strategies: Track which promotions drive the most sales, note optimal timing for different activities, and record the most effective price points.
✔️ Build Your Rotation: Alternate between different promotion types, space out price promotions strategically, maintain consistent content creation, and stay engaged with your audience.
Example of a Sustainable Cycle:
Month 1: Feature a reader Q&A on Instagram + plan a limited-time eBook discount.
Month 2: Guest on a podcast + repurpose it into a blog post and email.
Month 3: Test a Facebook ad for $5/day + run a newsletter swap with another author.
Rinse and repeat. When you create a system that builds on itself, marketing feels effortless—not exhausting.
Your Post-Launch Book Sales Checklist
✔️ Plan one promotional campaign every 4-8 weeks
✔️ Show up on social media with engaging, reader-focused content
✔️ Use at least one price promotion site (BookBub, FreeBooksy, etc.)
✔️ Test small, targeted ads (Facebook, Amazon, or TikTok)
✔️ Appear on podcasts, guest blogs, or in newsletters
✔️ Track what works—then repeat what’s successful!
Moving Forward: Your Action Plan
Marketing isn’t about perfection—it’s about progress. Every author finds their rhythm, and you will too!
1️⃣ Start with a six-month marketing calendar
2️⃣ Choose 2-3 strategies to implement first
3️⃣ Set up tracking systems to measure progress
4️⃣ Create your content bank for easy social media posts
5️⃣ Plan your first promotional cycle
You don’t have to do it all at once. Pick one thing to implement this week and build from there!
Let’s Connect!
I’d love to hear from you! What’s one book marketing tactic that’s worked well for you? Or, if you’re feeling stuck, tell me where you need help, and I’ll give you a personalized tip!
P.S. Want a step-by-step system to simplify your book marketing and set yourself up for long-term success? Grab my Book Marketing Starter Kit—it’s packed with tools to help you sell more books without feeling overwhelmed!
