When Should You Start Marketing Your Book? A Step-by-Step Timeline for Authors

So, you’ve started writing your book. Congratulations! Now comes the big question: When should you start talking about it on social media?

Many authors wait until their book is finished (or even just before launch) to start marketing. But if you want a successful book release, you need to start much earlier. The key is knowing what to share and when, so you’re building anticipation without overwhelming yourself—or your audience.

Let’s break it down into three key marketing phases and how you can strategically talk about your book at each stage.

Phase 1: The Attraction Phase (Start Immediately!)

The attraction phase begins the moment you start writing and continues until about three to four months before your book launch. This is when you focus on building an engaged audience - not necessarily by talking about your book directly, but by positioning yourself as someone readers want to follow.

What to Do in This Phase:

✔ Grow Your Author Platform – Start showing up on social media consistently and engaging with readers. If you don’t have an audience yet, now is the time to build one. If you don’t know where to get started with this, download my free guide Pick Your Platform.

✔ Talk About What Inspires You – Share what you're reading, other interests you have, themes you love, interesting tips or insights you have learned. 

✔ Hint at Your Book – You don’t need a finalized title, cover, or synopsis yet. Instead, share small tidbits:

• For fiction authors: “I’m writing a thriller about secrets in a small town” or “My novel is inspired by my love for gothic horror.”

• For non-fiction authors: “I’m working on a book that helps entrepreneurs market their business without social media” or “My book will explore the science of habit formation.” 

✔ Engage with Your Ideal Readers – Interact with people who love books similar to yours.

• For fiction authors: Join reader communities, discuss books in your genre, and participate in fan conversations.

• For non-fiction authors: Engage in industry discussions, share expertise, or join groups related to your topic.

What NOT to Do:

• Don’t aggressively promote a book - focus on building relationships first.

• Don’t stress about having all the details figured out yet. You don’t need a book cover or a release date to start connecting with readers.

Pro Tip: Think of this phase as laying the groundwork. You’re not selling yet - you’re building a readership that will be excited when the time comes to actually release your book. I always tell authors that it’s a lot easier to sell your book to people who are already paying attention. This phase is all about building awareness and getting their attention.

Phase 2: The Promotional Phase (At Least 3-4 Months Before Release)

This is the time to shift from general engagement and awareness building to focused book promotion. Now that you have people’s attention, you can start actively talking about your book in a way that builds anticipation. 

Now, I’ve worked with authors who have started the promotional phase anywhere from 6-12 months before the release date. This really depends on the publishing path you’re on, but giving yourself time to build anticipation for your book is important. That’s why I recommend giving the Promotional Phase at least 3-4 months before your book is released. 

What to Do in This Phase:

✔ Share Your Book’s Hook – What makes your book compelling? Share a one-liner or tagline that captures its essence.

• For fiction authors: This could be a gripping tagline, a plot teaser, or an intriguing character description.

• For non-fiction authors: Focus on the core promise—what problem does your book solve? What transformation does it offer readers? 

*Psst! If you need help coming up with a powerful hook, check out Stand Out Social Media for Authors.

✔ Start Prepping Readers for the Buy – Mention pre-orders, share cover reveals, and tease your book’s themes.

 ✔ Get Strategic About Content – Mix storytelling posts (why you wrote the book, character insights, research process) with direct calls to action (pre-order now, join my newsletter for early access, etc.). 

✔ Collaborate & Network – Reach out to other authors, book bloggers, and influencers to help spread the word.

What NOT to Do:

• Don’t only post about your book. Keep a balance between engagement and promotion.

• Don’t wait until the last minute to start talking about your book—building momentum takes time.

Pro Tip: This is when your messaging needs to be clear and consistent. Readers should start associating you with this book and getting excited about it.

Phase 3: The Follow-Up Phase (Post-Launch & Beyond)

Your book launch isn’t the finish line - it’s just the beginning! The Follow-Up Phase starts about two weeks after release and continues indefinitely. This is when you focus on keeping your book visible and continuing to connect with readers.

What to Do in This Phase:

✔ Keep Talking About Your Book – Share reader reviews, book club discussions, and fun facts about your story.

• For fiction authors: Highlight character backstories, reader theories, or how the setting was inspired by real-life places.

• For non-fiction authors: Repurpose content from your book into blog posts, social media tips, or podcast discussions. 

✔ Create a Long-Term Marketing Plan – Plan ongoing promotions like sales, giveaways, and content related to your book’s themes.

 ✔ Leverage Reader Engagement – Encourage fans to leave reviews and share their thoughts on social media.

 ✔ Plan Your Next Steps – Are you writing another book? Stay engaged with your audience by giving them a reason to stick around.

What NOT to Do:

• Don’t assume your book will “sell itself” after launch. Continued promotion is key to sustained success.

• Don’t disappear after launch! Continue to make new connections with readers, keep discussing your book, and show readers where to purchase your book. New connections will continue to come in who are discovering you for the first time.

Pro Tip: The biggest sales often come after the launch period, so don’t stop marketing just because the initial buzz has died down! 

The Golden Rule of Book Marketing

Marketing is not a one-time event - it’s an ongoing process. The most successful authors are the ones who think long-term, build an engaged audience early, and keep the momentum going long after launch day.

Your Next Step: If you’re feeling overwhelmed or unsure where to start, I’ve got you covered! Download my FREE Book Marketing Blueprint to get a step-by-step roadmap for attracting readers, promoting your book, and growing your author platform.