How to Market Your Book: 6 Tips for Building an Online Audience

If you’re an author wondering how to market your book, then you’re not alone. Writing a story that stands out is one challenge—but finding the readers who will enjoy it is often even harder.

How do you reach the people who love the kind of stories you tell? How do you persuade them to invest their time into your book? And how can you do all that without the marketing budget of a major publisher?

Those are the questions we’ll be answering today. These six tips make up the foundation of a strategy many indie authors use to build an audience online. They’re practical, free, and—if you stick with them—can help you create a community of fans who are genuinely excited for your next work.

1. Know Your Reader

Every book has an audience, but no book is for everyone. The most loyal fans are the ones who feel like a story speaks directly to them.

Once you’ve completed your first novel, don’t dive directly into marketing. Instead, take some time to work out who your readers really are. Are they lovers of historical dramas, romance fans looking for happily-ever-afters, or mystery readers who enjoy a good puzzle before bed?

Once you know who you’re writing for, it becomes easier to connect with them. Think about what else they like to read, what kind of conversations they enjoy, and where they spend their time online. If you can describe your ideal reader in detail, you’ll know exactly how to reach them and how to keep them coming back.

2. Share Consistently (But Don’t Overwhelm)

Readers appreciate reliability. A steady rhythm—such as posting once a week on your Facebook page or group—helps people know when to expect something from you. That “something” doesn’t need to be polished marketing. It could be a small update about your writing, a favorite passage you’ve just written, or even a photo of your desk or notebook.

Authenticity matters just as much as frequency. People enjoy feeling they know the person behind the stories, so don’t be afraid to share small glimpses of your life as a writer—what inspires you, what challenges you, or even a funny moment from your day. Readers like to feel a personal connection, and those little windows into your world make them more invested in your work over time.

The goal is to keep your presence gentle but regular. Posting too often can feel overwhelming, but disappearing for months at a time can cause readers to drift away. This steady approach is a core part of learning how to build an online audience.

Think of it as keeping in touch with friends: you don’t need to talk every day, but a little consistency—and a touch of honesty—goes a long way.

3. Don’t Just Broadcast, Engage

One of the best ways to build a following is to have real conversations. Instead of only posting about your own book, try asking readers questions: What’s the last novel that kept you up past midnight? or Which character in a classic story do you still think about? Simple questions spark discussion and show that you value your readers’ opinions.

When someone comments, reply to them. When a reader shares a memory or recommendation, thank them. These small gestures make people feel seen, and that’s what encourages them to stick around. Remember, people come for the books but often stay for the community.

4. Offer Value Before Asking for Anything

It’s tempting to focus solely on promoting your own work, but readers respond better when they feel they've already received something worthwhile from you. You could share a short story, an essay about your inspiration, or a list of book recommendations in your genre.

If you write historical fiction, share an interesting fact you uncovered during your research. If you write thrillers, offer a behind-the-scenes look at how you planned a twist. These small gifts build goodwill. Later, when your book is available, readers will already feel invested in supporting you.

Even in traditional publishing, many authors have built their careers by first establishing a social media presence. For instance, Hank Green, known for his educational YouTube channels and the Vlogbrothers series, transitioned into a successful author career with his debut novel, An Absolutely Remarkable Thing. His active online presence helped him connect with readers and build an audience before his books were published.

Similarly, Lindsay Ellis, a former YouTuber and film critic, leveraged her online following to launch her writing career, debuting with the sci-fi novel Axiom's End. These examples show that while you don't need to become a social media megastar, building an authentic online presence can be a powerful tool in reaching readers and growing your audience.

5. Find the Right Spaces to Market Your Book

Not every online space will be a good fit. Facebook is still a thriving place for readers—especially within groups dedicated to specific genres. Goodreads has many active discussion boards, and newsletters can help you connect directly with people who want updates in their inbox.

The important thing is to spend time in spaces where readers are already gathering. Join a group, listen to the discussions, and participate naturally. Over time, people will get to know you as both a reader and a writer, which builds a much stronger connection than dropping in just to promote your book. This is a crucial part of learning how to build an online audience.

6. Build Slowly, Stay Patient

It’s natural to feel discouraged if you don’t see quick results. Building an audience online is a slow process. At first it may feel like you’re speaking into silence—but every comment, every “like,” every email subscriber is a small step forward.

Many authors describe the same pattern: slow growth for a long while, then a sudden jump when something finally clicks with readers. The key is to stay steady and keep enjoying the process. If you focus on genuine connection and on sharing the joy you find in writing, your audience will grow in its own time.

Closing Thoughts

Growing an audience as an author isn’t about chasing trends or mastering complicated technology. It’s about people. Readers want to connect with the storyteller behind the book, to feel part of something lasting. If you take the time to get to know your readers then you’ll discover that your audience isn’t just out there waiting—it’s ready to welcome you.