A Powerful & Customizable Book Marketing Strategy (FREE)

A comprehensive book marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your book by an independent author business.
Prepared by: Eduardo Yi
Created on: March 5, 2025
Your Strategy
Primary Item (H2)
Primary Item (H2)

The Sales Funnel

The sales funnel is a visual way to understand the journey your customers take, from first discovering your business to eventually making a purchase. Imagine it like a funnel shape: at the top, many people might learn about your business, but fewer move down to become actual buyers.

Optimizing your entire sales funnel, you're able to increase the number of people who move smoothly from interested browsers to loyal, paying customers.

It helps ensure every part of your business—from your website to your follow-up emails—is designed to guide people toward buying. The clearer this pathway, the easier it is to boost your sales and grow your business.

The marketing plan below includes dozens of marketing ideas and tactics to optimize your entire sales funnel.

Your Target Personas

A target persona is a fictional representation of your ideal customer, created by researching and understanding the behaviors, needs, and preferences of people most likely to buy your products or services.

Think of it as drawing a detailed portrait of your best customer, including details like their age, interests, job, daily habits, and the challenges they face.

By visualizing this customer, you're better able to understand what motivates them, how to communicate effectively, and how to reach them through your marketing efforts.

Rather than trying to appeal to everyone—which can lead to wasted resources and ineffective marketing—you can specifically tailor your messages to resonate deeply with the people most likely to become loyal customers.
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Your Target Persona #1: Fictional Fiona
Age: 35 | Education: Bachelor's in English Literature | Occupation: Marketing Manager at a Publishing Firm
"I often struggle to find books that aren't just bestsellers but actually speak to my experiences. My book club wants unique voices, and I feel pressure to deliver great reads each month."
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Visible Goals
These are the goals your target persona would tell you about.
Discover new contemporary fiction to share with my book club
Find authentic stories that resonate with personal experiences
Support independent authors by buying self-published books
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True Goals
These are the real things they want to achieve.
"I want to feel connected to the stories I share with others"
"If I find a compelling book, I can create deeper discussions in my book club"
"I need to support voices that inspire change and authenticity in literature"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I'm unsure if self-published books can match the quality of traditional publishing"
"I worry that I won't connect with a story in an unfamiliar genre"
"The price seems a bit high for a digital book when I can find free content online"
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Answer to Objections
These are your product's answers to your target persona's doubts.
Many self-published authors produce quality work. They often have relatable stories that traditional publishers miss
Each book offers insights into complex relationships. I can guarantee connection through authentic storytelling
The price reflects the author's effort and passion. Plus, it's worth investing in unique stories that could enrich my perspective
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Transformation
In your target persona's own words, here's how your product has improved their life.
"Finding 'Fictional Fiona' helped me discover a rich assortment of unique stories. Now, I proudly recommend the book to my friends, feeling confident I've introduced them to something special that resonates with our lives."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.
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Your Target Persona #2: Relatable Rachel
Age: 28 | Education: Associate Degree in Nursing | Occupation: Nurse in a Community Hospital
"After a long shift, it's hard to find time for myself to dive into a good book that isn’t too demanding but also not shallow. I crave stories that help me process my own feelings."
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Visible Goals
These are the goals your target persona would tell you about.
Read more books during my commute to work
Engage with stories that reflect real human emotions
Share relatable narratives on social media with friends
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True Goals
These are the real things they want to achieve.
"I want my reading to provide comfort after a long day at work"
"If I can relate to the characters, I will feel less alone in my struggles"
"I need to connect with others over shared experiences and emotions through storytelling"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I'm not sure if this indie book will be engaging enough for my tastes"
"The idea of digital formats is not appealing. I prefer physical books"
"There are so many choices; how do I know this will be worth my time?"
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Answer to Objections
These are your product's answers to your target persona's doubts.
This book focuses on relatable themes that will draw you in without overwhelming you
Limited edition signed copies are available. Holding a tangible book adds a personal touch
Read sample chapters or reviews to see if the style resonates with your preference before purchasing
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"Having 'Relatable Rachel' as my go-to book nourished me emotionally and mentally. Now, I escape into captivating stories daily, feeling refreshed and more connected with my own experiences."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.

Top of the Funnel

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Your Goal at the Top of the Funnel: Awareness
At this stage of the funnel, your marketing persona isn't aware of your product and isn't even necessarily looking for a product. They just know they have a problem. Your objective at the top of the funnel is for them to be aware of your business by providing value (without trying to get them to buy right away.)
New visitors to website
Total views on Instagram
Engagement on blog posts
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Content Marketing
Content marketing is all about creating the assets you'll promote and optimize on through the different marketing channels (SEO, social media, email marketing, and ads.) At the top of the funnel, you're creating your mass-market content, aimed to attract as many people as possible.
Content ideas:
Blog post: '5 Contemporary Fiction Books That Explore Complex Relationships and Growth'
Video feature: 'Author's Journey: The Making of a Self-Published Book' to resonate with aspiring authors and readers alike
Infographic: 'The Rise of Independent Authors in Contemporary Fiction'
Podcast episode: 'Why Authentic Storytelling Matters Today' featuring discussions on contemporary themes
Online quiz: 'Find the Perfect Book for Your Book Club Based on Preferences'
Social media challenge: 'Share Your Favorite Quote from an Indie Author' to drive engagement and discussion
What to measure:
Unique page views
Average time spent on pages
Social shares of content
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SEO
With SEO, you can get your content to rank on the top of search engines for the keywords that your marketing persona is typing into Google. At the top of the funnel, the keywords you'll target will likely have a higher search volume and will be harder to rank for.
Keyword ideas:
Best contemporary fiction books 2023
importance of indie authors in literature
how to choose books for book clubs
authentic storytelling in modern literature
top self-published authors to watch
contemporary fiction themes
reasons to support indie authors
books about personal growth and relationships
reader engagement strategies for book clubs
how to connect with stories
What to measure:
Organic traffic
Keyword rankings for target phrases
Bounce rate from organic search
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Paid Advertising
When it comes to ads, targeting is probably the most important predictor of a winning campaign (closely followed by ad creatives.) At the top of the funnel, you'll be looking for brand new audiences who have never heard about your company — these are called "Prospecting" campaigns.
Target audience ideas:
[Prospecting] Facebook Ads: Target females aged 25-40 interested in contemporary fiction and self-publishing
[Prospecting] Instagram Ads: Reach users following indie authors and book clubs
[Prospecting] Google Ads: Target keywords like 'best self-published books' and 'reading recommendations'
[Prospecting] YouTube Ads: Life stories and real emotions in book trailers aimed at emotional connection seekers
[Prospecting] Facebook Ads: Targeted ads for people interested in book discussions and reader communities
What to measure:
CTR (Click-through Rate)
Cost per click (CPC)
Impressions
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Social Media
The hardest part about doing social media as a brand/business, is that you should look to not behave like just another business on social media. Your social media content should be native to each channel in tone, format, and style. Because of its mass usage, social media is perfect for top of the funnel content.
Social media campaign ideas:
Weekly book quote posts that encourage followers to share their thoughts
Host a live Q&A session with the author focusing on writing authentic narratives
Create engaging polls on Instagram Stories about favorite book genres and themes
Monthly theme-based reading challenges to foster community interaction
Monitor and respond to mentions of the author's works and related topics on social media
What to measure:
Engagement rate (likes, comments, shares)
Follower growth
Reach of posts
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Marketing Experiments
For whatever campaign you launch, there will always be room for improvement. It's a good idea to pick a few experiments ideas and launch split tests designed to improve your most important metrics.
Experiment ideas:
A/B test different landing page headlines emphasizing unique storytelling
Test variations of lead magnets offering free sample chapters for email sign-ups
Experiment with different content formats for blog posts to see what resonates better
Analyze and optimize the navigation path from advertisements to the site
Conduct user testing to obtain feedback on website layout and funnel efficiency
What to measure:
Conversion rate of landing page
Customer feedback scores from tests
Drop-off rates at various funnel stages

Middle of the Funnel

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Your Goal at the Middle of the Funnel: Consideration
At this stage of the funnel, your marketing persona is aware of your product but isn't ready to purchase. They are still doing research and comparing your solution against competitors. This is the time to build trust by giving them more information and provide answers to questions they might have. Your main objective at the middle of the funnel is to turn a stranger into a lead.
Returning visitors
Leads generated from content
Engagement rates on informational content
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Content Marketing
The content you'll create for the middle of the funnel is typically called a "lead magnet." This is usually a free (or very cheap) piece of content that you'll offer to your marketing persona in exchange for their contact information (e.g. email address or phone number.)
Content ideas:
Webinar: 'Finding and Supporting Your Next Favorite Indie Author' focusing on the quality of self-published books
Blog post: 'How to Choose a Book That Resonates with You: A Guide for Book Lovers' aimed at enhancing book club discussions
Video interview: Author discusses the themes behind the contemporary fiction book and answers audience questions
Email series: 'Behind the Story' offering sneak peeks into the book's characters and themes
Podcast episode: 'The Importance of Unique Voices in Literature' featuring discussions with fellow independent authors
Downloadable resource: 'Book Club Discussion Questions for Our Latest Release' to encourage deeper conversations
What to measure:
Average time spent on webinar pages
Conversion rate from content to lead captures
Engagement levels on blog comments and discussions
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SEO
At the middle of the funnel, your marketing persona is likely specifically searching for information about the solutions to their problem (without looking into any specific product, yet.) These keywords are considered to have "higher intent" (aka, more valuable) than the ones at the top of the funnel, but they will have smaller search volumes.
Keyword ideas:
how to support indie authors
best indie books for book clubs
why read self-published books
contemporary fiction character development
themes in modern literature
guide to finding relatable stories
independent author success stories
personal growth in contemporary fiction
how to connect with characters in books
discussing books in clubs effectively
What to measure:
Number of organic leads
Time on page for middle funnel content
User engagement metrics (comments, shares)
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Paid Advertising
At the middle of the funnel, your paid advertising campaigns will zoom into people who are already aware of your brand somehow, but haven't yet become leads. "Remarketing" campaigns are great for this (although, you might also sometimes experiment with prospecting campaigns that try to convert strangers to leads right away.)
Target audience ideas:
[Prospecting] Facebook Ads: Target users who follow various book clubs and indie authors, specifically promoting the webinar
[Prospecting] Google Ads: Using keywords like 'supporting indie authors' and 'choosing books for book clubs'
[Remarketing] Instagram Ads: Encourage users who visited the book’s landing page to engage with the upcoming webinar
[Remarketing] YouTube Ads: Target viewers of literary content with a special promo for signing up for discussions around the book
[Prospecting] Facebook Ads: Create ads focused on individuals interested in personal growth and emotional storytelling
What to measure:
Cost per lead from ads
CTR on remarketing campaigns
Engagement rates on ad content
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Social Media
The social media campaigns at this stage of the funnel are designed to get your marketing persona off of the social media channel and into your own platform (e.g. your website), where you can actually capture their contact information.
Social media campaign ideas:
Weekly Instagram Stories Q&A about character motivations and themes to build rapport with followers
Facebook group discussions sharing insights and asking for input on book-related topics
Monthly posts highlighting reader testimonials and reviews to build credibility
Encourage followers to share their favorite moments from self-published books through themed hashtags
Run polls to gather opinion on what readers want to learn more about indie publications
What to measure:
Engagement rates on posts
Growth of users in community groups
Traffic referral from social media to the website
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Email Marketing
Email marketing is an often overlooked channel that's critical for the middle of the funnel. Email is a very effective way to reach your marketing persona directly. The most common mistake businesses make is underutilizing email in their marketing (you should think beyond just email newsletters.)
Email marketing campaign ideas:
Webinar invitation email campaign to educate about quality in self-publishing
Follow-up email sequence after the webinar sharing additional resources and a link to purchase the book
Author spotlight newsletter featuring insights about character development and themes
Monthly newsletter dedicated to book recommendations specifically tailored for book clubs
Exclusive sneak peek emails with chapters for readers who sign up to receive them
What to measure:
Webinar registration rates
Open rates on follow-up emails
Click-through rates on promotional links
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Marketing Experiments
For this stage of the funnel, your experiments will be designed to maximize the number of leads you get from your campaigns.
Experiment ideas:
A/B testing different subject lines for webinar invitations to increase attendance rates
Optimize landing page for webinar sign-ups to see what layout features boost conversions
Experiment with follow-up timing for post-webinar emails targeting attendee engagement
Test variations of call-to-action phrasing in content pieces to optimize for leads
Conduct user feedback surveys post-webinar to improve future content offerings
What to measure:
Registration growth for webinars
Lead conversion rates from follow-up sequences
Feedback scores from attendees

Bottom of the Funnel

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Your Goal at the Bottom of the Funnel: Purchase
At the bottom of the funnel, your marketing persona already knows your product and is ready to make a purchase decision. They already have all the information they need. Your objective at this stage is to address purchasing objections and convince them to take that last step and become a paying customer.
Conversion rate of leads to customers
Average order value
Customer acquisition cost (CAC)
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Content Marketing
The content you'll create for the bottom of the funnel is purposely design to get your marketing persona to purchase. You don't have to be afraid to be sales-y or about talking about your product directly.
Content ideas:
Blog post: 'Why Investing in Indie Authors Enriches Your Reading Experience' addressing objections about self-published quality
Video testimonial: Readers share how the book impacted their lives positively, focusing on relatable themes
Email campaign: 'Limited Edition Signed Copies Available' with a personal note from the author highlighting the value
Live virtual event: 'Meet the Author: A Deep Dive into Characters and Themes' to solidify connection and offer Q&A
Comparison guide: 'Indie vs. Traditional Publishing: What Readers Should Know' providing clarity on publishing quality
Personalized landing page offering exclusive discounts for book club members or repeat customers
What to measure:
Lead conversion rate from content
Engagement level on testimonials/publicity
Inquiries generated from virtual events
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SEO
At the bottom of the funnel, your marketing persona will be searching Google for information about your product (for example: reviews, pricing, features, etc), which is why you'll be optimizing for a lot of "branded" searches — these are searches that include your brand/product name.
Keyword ideas:
purchase self-published books online
best indie fiction reads 2023
how to support self-published authors
independent book recommendations
self-published book reviews
exclusive signed copies available
author interactive Q&A sessions
advantages of indie publishing
book club picks for contemporary fiction
buying from independent authors
What to measure:
Sales generated from organic search
Traffic conversion rate from optimized pages
Keyword rankings for bottom-funnel phrases
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Paid Advertising
At this stage of the funnel, you'll be running conversion campaigns to get purchases. These will be your highest revenue campaigns, where you will be keeping a close eye on your return on ad spend (ROAS.)
Target audience ideas:
[Remarketing] Facebook Ads: Target users who visited the checkout page without purchasing, emphasizing testimonials and discounts
[Remarketing] Google Ads: Show ads to individuals searching for 'best indie author books' who didn't convert previously
[Prospecting] Instagram Ads: Target users showing interest in contemporary fiction with offers for the signed edition
[Remarketing] YouTube Ads: Ads for viewers who engaged with previous book videos, highlighting special promotions
[Prospecting] Facebook Ads: Promote an eBook trial offer targeting audiences interested in personal storytelling
What to measure:
Cost per acquisition (CPA)
Return on ad spend (ROAS)
Conversion rate from remarketing campaigns
🚀 Help me execute this paid ads strategy
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Social Media
The bottom of the funnel campaigns will usually only make up a small minority of your social media content.
Social media campaign ideas:
Execute a countdown campaign for limited edition signed copies with engaging visuals and reminders across platforms
Host an interactive Q&A on Instagram Live where the author answers follower questions, reinforcing personal connection
Share user-generated content and reviews showcasing how the book has resonated with readers in meaningful ways
Conduct a campaign featuring reader testimonials that highlight emotional connections to the book
Create social media stories that provide quick previews of character narratives and what makes them relatable
What to measure:
Engagement rates on promotional content
Sales generated via social posts
Reach and impressions during promotional campaigns
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Email Marketing
Email is perfectly tailored to run bottom of the funnel campaigns. After you've provided value to customers via your other email campaigns, you can run sales and promotional campaigns to get conversions.
Email marketing campaign ideas:
Urgency email campaign: 'Last Chance to Get Your Signed Copy!' creates scarcity and prompts immediate action
Follow-up email sequence for purchasers offering a survey on their reading experience to encourage repeat transactions
Exclusive discount email for past customers introducing the next book or related product
Post-purchase thank you email with a request for reviews and social sharing to foster community engagement
Monthly update email on new releases, author events, and future promotions tailored for previous buyers
What to measure:
Conversion rates on urgency emails
Repeat purchase rate from email campaigns
Engagement rates on post-purchase communications
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Marketing Experiments
Your bottom-of-the-funnel experiments will have the objective of maximizing your profits. That could be by getting more first-time customers or increasing the amount of money you get from each customer on their first purchase.
Experiment ideas:
Run A/B tests on checkout page elements, including testimonials and assurance factors to increase conversions
Test different pricing strategies for digital and signed copies to find the most attractive offering for buyers
Experiment with entry points for email capture during the purchase process to enhance lead generation
Evaluate the effectiveness of varying call-to-action buttons on landing pages to optimize conversions
Conduct surveys to assess potential buyers’ hesitations in the purchase process for targeted improvements
What to measure:
Conversion rates at checkout
User feedback scores from surveys
Drop-off rates at various stages of the purchase process

Retention

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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value (CLV)
Average repeat purchase rate
Customer satisfaction scores (CSAT)
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Monthly performance report email summarizing reading experiences and engagements
Blog post: 'How to Choose Your Next Indie Read: Tips from Book Club Members' for ongoing support
Video series: 'Stories Behind the Stories' discussing character evolution and reader impact
Author-led webinar: 'Keeping the Spirit of Indie Literature Alive with Reader Engagement' offering insights to foster connection
Social media challenge: 'Share Your Favorite Quotes and Moments from Our Book' to encourage community interaction
What to measure:
Engagement rates on follow-up content
Repeat visits to retention-focused content
Feedback gathered from community interactions
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SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
best indie books for ongoing engagement
community discussions about contemporary fiction
how to deepen your book club conversations
reader experiences with self-published works
tips for supporting indie authors in your community
authority in indie literature reviews
upcoming literary events and meet-ups
indie author stories and their audience impact
personal growth through reading
how deeper narratives enrich book club meetings
What to measure:
Organic search traffic for retention-oriented content
Keyword rankings for retention-related phrases
User engagement metrics (comments, shares) on retention articles
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Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Facebook Ads: Target customers who purchased the book, promoting upcoming related releases or events
[Remarketing] Google Ads: Display ads to users searching 'best indie books' who have previously interacted with the author's site
[Remarketing] YouTube Ads: Focus on viewers of author interviews encouraging them to engage with additional content
[Prospecting] Instagram Ads: Target readers discussing personal growth narratives within their networks
[Remarketing] Facebook Ads: Encourage previous purchasers to share their experiences with the book via testimonials or social mentions
What to measure:
Engagement rates on remarketing ads
Return on ad spend (ROAS) for retention-focused campaigns
Repurchase rates from retained audiences
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Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Weekly posts inviting followers to share their favorite character moments or quotes
Monthly reading lists curated by the author based on social media feedback and interactions
Host a live Q&A to maintain engagement with readers while discussing character arcs and growth
Encourage followers to post about their book club discussions to create a sense of community
Share behind-the-scenes content about the writing process to deepen connections and understanding
What to measure:
Engagement rate on posts encouraging sharing
Growth in audience participation on social channels
Traffic referral from social media interactions back to the website
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Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
Surveys to understand customer preferences for future content and book themes
Exclusive discounts for subscribers on upcoming releases or merchandise
Behind-the-scenes updates from the author about upcoming projects to keep engagement high
Invitation to connect through social media, enhancing the personal touch of communication
Monthly newsletter featuring success stories from readers illustrating powerful impacts of the storytelling
What to measure:
Open rates on newsletters focused on retention
Response rates to surveys
Click-through rates on discount offers
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
Run A/B tests on loyalty program structures to enhance customer retention
Test various types of engagement emails to see which formats yield the highest interaction
Analyze the timing of follow-up communications post-purchase to optimize for future sales opportunities
Experiment with personalized recommendations based on previous purchases to enhance engagement
Conduct user testing to improve navigation features on the retention-focused sections of the website
What to measure:
Conversion rates on retention offers
User feedback scores from funnel experiments
Tracking engagement rates before and after implementing changes

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