How to Market Your Book Without Social Media
- arynvandyke
- Sep 26
- 8 min read
These days, it feels like every author is being told they must promote their book on social media platforms like Facebook, Instagram, and LinkedIn for it to sell well.
As a book marketing expert, I get asked all the time how to use these platforms to sell more books. And while they can be powerful tools, what if social media just isn’t your thing?
Does that mean you're out of luck when it comes to book marketing? I promise you–you’re not!
Instead of stressing over algorithms and endless content creation, I’ll help you focus on the strategies that can work best for you.
If you’re wondering how to market your book without social media, this one’s for you!
How to market your book without social media
Here are 3 ways you can market your book without social media that I’ll cover:
Let’s dive in.
1. Market your book using email
Email marketing is one of the most powerful book marketing tools you can use.
Recently, I worked with author Jack Griffin to prep for the launch of his book, Luminary, which helps technical professionals master storytelling.
Jack had a LinkedIn account—but barely used it and wasn’t really interested in becoming active just for book marketing. Instead of forcing social media, we leaned into what he already had: a solid email list full of past clients and colleagues who were already the perfect audience for his book.
Our strategy?
We crafted the perfect email campaign that went out at launch, designed to motivate recipients and drive immediate sales and engagement.
The result?
Jack hit his goal of becoming an Amazon bestseller—without even logging into social media!
Why email is a powerful tool for authors
Here are some reasons why I recommend using email marketing to the authors I work with:
You own your audience: With email, you don’t have to worry about platforms changing their rules or disappearing overnight (think of the recent TikTok fiasco). Your email list is yours forever.
Direct access to readers: Instead of wondering whether people saw your posts, know that your emails land directly in your readers’ inboxes, where they’re far more likely to engage.
No algorithm stress: No need to chase trends or figure out what works this week. With email, you decide when and how you connect with your audience.
Readers who actually care: The people on your list signed up because they want to hear from you. That means they’re more likely to open your emails, check out your books, and stay engaged.
Tips for building an author email list
You don’t need a massive email list for it to be worth your efforts. A small, engaged audience that grows over time can make a huge difference in your book’s reach. While I’ve already broken down the steps to build an author email list, here are some tips for growing it:
Use an email platform: There are countless tools you can use to help you set up and manage your list easily. I’d check out Substack, MailerLite, and ConvertKit to see which seems like the best fit for you!
Leverage book promo services: Sites like Written Word Media and Crave Books can help you reach new readers in your target audience. When you run a targeted email promotion, you can also offer a freebie (like a sample chapter) in exchange for subscribing to your author email list.
Join group promos & author swaps: Platforms like BookFunnel help you link up with other authors with similar audiences for cross-promotion. Whether it’s a group giveaway or a simple newsletter swap, it’s the perfect chance to get your book in front of the right people and grow your email list at the same time.
Use QR codes: Use QR codes that link directly to a form where users can sign up for your email list. You might include a QR code on your book, business card, or on your table at a conference.
Direct calls to action: Don’t be afraid to ask people to subscribe to your list! If you’re speaking in front of a group, include a QR code at the end of your slideshow and politely let your audience know that if they enjoyed your talk and want to learn more, they can follow you for updates by scanning the QR code and signing up.
What to send to your author email list
When someone joins your email list, they’re showing trust in you, so make sure you’re sharing content that feels personal, valuable, and worth their time.
You don’t have to email every week—monthly updates work just as well as long as you’re consistent and keeping your readers engaged.
So what kind of emails should you send to your author email list? Here are some ideas:
A welcome message: You can set up an automatic welcome email for new subscribers to thank them and let them know what to expect from you. If they signed up for a freebie (like a bonus chapter or a reading guide), mention it in the email.
Book updates: Share behind-the-scenes details, release dates, and bonus content to rev up excitement around your book. Readers love feeling like insiders, so tease upcoming projects, reveal cover designs, or share snippets from your work-in-progress.
Your author journey: Share the highs and lows of your writing process, from creative breakthroughs to writer’s block. Readers love seeing what goes into bringing a book to life, so talk about your inspirations, routines, and even the challenges you face along the way.
Personal updates: Go beyond writing and share glimpses of your life outside of being an author. Whether it’s a funny anecdote, a favorite hobby, or a recent trip, these personal touches make you more than just a name on a book cover—they make you real to your readers.
Reading recommendations: Suggest books you love, especially ones similar to yours. Reading recommendation emails can help reinforce your credibility as a book lover and expert in your genre.
Special deals & discounts: Give subscribers exclusive perks, like limited-time discounts or bonus chapters. Offering something just for your email list makes readers feel appreciated and keeps them engaged with your updates.
2. Run ads for your book
If you’re willing to invest some money, paid advertising can be a game-changer for marketing your book–without social media.
In 2023, I had the pleasure of helping author John Nitti create a marketing strategy for his memoir Sharing the Road, about his cross-country bicycling journey.
Leading up to launch, John barely had a social media presence– just a personal Facebook and Instagram he barely used. Instead of trying to build a following from scratch, we focused our efforts on running Amazon ads that targetted John’s niche audience.
After some research, we targetted key search terms like books about cycling and bike across America to make sure that Sharing the Road appeared front and center when readers were looking for books like his.
The result?
Over 890 sales—way beyond the 100 he originally expected.
A 1.65 return on investment, proving that sometimes spending a little can help you earn a lot–all without relying on social media.
Where to advertise your book
When you’re researching potential platforms to advertise your book on, consider your audience, the book genre, and budget.
Some platforms work best for discounted promotions, while others can help you reach buyers willing to pay full-price. Here are some platforms to check out:
Amazon Ads: A powerful tool for both fiction and nonfiction authors since it targets readers already searching for books. When using Amazon Ads for book marketing, you can advertise based on keywords, genres, or even similar authors.
BookBub Ads: BookBub has a highly engaged community of readers looking for deals. It’s a great option for boosting discounted books, running a sale, or targeting fans of specific authors and genres.
Written Word Media (WWM): Includes promo sites like Bargain Booksy and Freebooksy, which email thousands of readers actively looking for book deals. Best for discounted or free book promotions.
Crave Books: Similar to WWM, Crave Books offers targeted email promotions and book deal placements. A good option for indie authors looking to increase visibility.
Book Riot: Book Riot is a great platform for reaching book lovers through blog posts, curated book lists, and newsletters. Ideal if you want exposure beyond traditional book deal sites.
Niche media outlets: If you’ve written a nonfiction book, consider advertising in industry-specific newsletters, blogs, or trade magazines.
How much to budget for book advertising
Wondering if advertising your book is worth the cost? Success stories like John’s prove that it can be.
But how much should you budget for advertising your book? While it will ultimately depend on your goals, here are some rough estimates:
Amazon Ads: Start with $200/month and adjust based on performance.
BookBub Ads: A test campaign for $100 can help you gauge what creative (images, headlines, descriptions) resonates best before scaling up.
WWM & Crave Books: Budget around $200 for multiple targeted email promotions.
Book Riot & niche media outlets: These can be pricier, often starting in the thousands.
3. Lean on your existing network and connections
You can talk about your book all day, but let’s be real–many people will still see it as just another sales pitch (which, to be fair, it kind of is). Often, the real magic happens when other people start talking about your book for you.
That’s why your existing network–friends, family, past or present colleagues, and fellow authors –can be one of your most powerful marketing tools.
How Chris King found success leaning on her network
When I worked with Christine (Chris) King, a business veteran and CEO, on the launch of her book Breaking Through the Silicon Ceiling in 2024, she had a LinkedIn page—but barely used it.
While we kept LinkedIn as part of her marketing strategy, the real game-changer had nothing to do with social media–it was her personal and professional network.
Instead of chasing likes and followers, we leveraged the connections she already had. That strategic outreach led to:
Features in email newsletters from major organizations
Speaking engagements at conferences
Bulk book purchases from companies
Social media posts from influential leaders (who did have large followings)
Chris’s success didn’t come from growing her social media presence—it came from tapping into relationships she already had.
How to get other people to promote your book
If asking for help feels awkward, remember—people want to support you. You just have to give them a chance! Here are some ways that others can help you promote your book:
Just ask!: The #1 reason people don’t support your book? You haven’t asked them to! Reach out to friends, family, book clubs, and colleagues.
Run a launch team: Gather a group of early readers who get a free copy in exchange for leaving a review and spreading the word. Make it fun and offer the chance to win small prizes for participation.
Tap into your existing network: If you belong to writing groups, industry associations, or local organizations, let them know about your book.
Have others share on social media for you: Even if you don’t use social media, your readers and friends probably do. Ask them to post about your book and link to your website or place to purchase your book.
Partner with influencers, bloggers, and podcasters: Instead of trying to build your own following, tap into someone else’s. Reach out to book bloggers, podcasters, and influencers in your genre for reviews, interviews, or guest articles.
Collaborate with libraries and bookstores: Many libraries and indie bookstores love supporting local authors. Offer to do a reading, Q&A, or book signing.
Read more: 8 Actions to Take if Your Book Isn’t Selling
Book marketing without social media is possible!
If social media marketing doesn’t excite you, don’t force it!
Instead, make book marketing fun and focus on the strategies that may work better for you or that you might enjoy–like email marketing, running ads, and leveraging your networking.
You’ve got this! : )
Whether you're in the midst of the writing process or have already finished your book, now is the perfect time to consider a marketing strategy.
To help you get started, I’m offering a FREE download of my guide, 10 Things You Need For A Successful Book Launch.