What Are the Unique Marketing Techniques for UK Self-Published Authors?

In the evolving landscape of digital publishing, authors need to be more proactive than ever. The role of the author has changed drastically over the years, and now, being a writer is as much about writing as it is about marketing. In the UK, many authors are taking the reins and self-publishing their books. However, self-publishing is only half the battle. The real challenge comes in marketing your book effectively to the right readers and standing out in an oversaturated market. Let’s delve into some unique marketing strategies that can help self-published authors in the UK to increase their sales and reach more readers.

Leveraging Social Media Platforms

In the age of digital communication, the power of social media cannot be overestimated. Authors can use these platforms to connect with their readers, build a community, and promote their books in creative ways.

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When you think of social media, the first platforms that come to mind are probably Facebook, Twitter, Instagram, and perhaps LinkedIn. Of course, these platforms are instrumental in promoting your book. However, there are other less conventional platforms that you should consider.

Platforms like TikTok and YouTube have a massive reach and provide a space for authors to share their work in a more engaging, visual format. TikTok, in particular, has a thriving book community, often referred to as "BookTok." By joining and actively participating in this community, you can get your book in front of eager readers.

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Another platform that is gaining popularity among authors is Clubhouse, an audio-based social media app where you can host rooms and have discussions about various topics. This could be a great opportunity to hold discussions about your book’s themes or host a Q&A session with your readers.

Utilising Amazon’s Marketing Services

Amazon is one of the biggest online book retailers in the world. With the Amazon KDP (Kindle Direct Publishing) program, self-publishing on the platform has become incredibly accessible.

Amazon’s marketing services can be a powerful tool for authors looking to increase their visibility on the platform. Amazon offers advertising for KDP authors, including Sponsored Products, Sponsored Brands, and Lockscreen Ads. These services can help your book appear in more searches, potentially leading to higher sales.

In addition to advertising, Amazon provides several promotional tools for KDP authors. These include Countdown Deals, Free Book Promotion, and the Kindle Unlimited and Kindle Owners’ Lending Library. By using these tools strategically, you can increase the visibility of your book and attract more readers.

Participating in Writing and Book Festivals

Writing and book festivals offer a great opportunity for authors to showcase their work, network with industry professionals and engage with their readers.

There are several book festivals across the UK that welcome self-published authors. These include the London Book Fair, Cheltenham Literature Festival, and the Edinburgh International Book Festival. Participating in these events can provide exposure for your book and allow you to connect with your readers on a personal level.

In addition, these festivals often host workshops and panel discussions on various aspects of writing and publishing. Participating in these can provide you with valuable insights and help you stay up-to-date with the latest trends in the industry.

Building a Personal Brand

In the world of self-publishing, the author’s personal brand can be as important as the book itself. A strong personal brand can make you more identifiable to your readers, make your work more recognisable, and establish you as an expert in your field.

Building a personal brand involves creating a consistent image and message across all your marketing channels. This includes your author website, social media profiles, book covers, and any promotional materials. Your personal brand should reflect who you are as a writer and what your books are about.

Another aspect of building a personal brand is cultivating a unique author voice. This includes your writing style, the themes you explore in your books, and the way you communicate with your readers.

Collaborating With Other Authors

Collaboration can be a powerful marketing tool. By collaborating with other authors, you can expand your reach, tap into new audiences, and create exciting content for your readers.

There are various ways in which authors can collaborate. This could be through co-writing a book, guest posting on each other’s blogs, hosting joint events, or promoting each other’s books on social media.

When looking for potential collaborators, consider authors who write in a similar genre or share a similar target audience. This will ensure that the collaboration is mutually beneficial and relevant to your readers.

Mastering Your Email List

In the realm of self-publishing, an email list is an indispensable tool. It allows you to communicate directly with your readers, keeping them informed about your latest works, events, and promotions.

Begin by creating an author website, where interested readers can sign up for your newsletter. This is a powerful way to cultivate a loyal readership, allowing you to communicate directly with your fans. There are a variety of platforms available for this, including Mailchimp, Sendinblue, and Constant Contact, all with their own strengths and features.

Upon accumulating a list of email addresses, it’s important to manage this list effectively. This means sending regular updates, but also ensuring that your emails are interesting and beneficial to your readers. Offering exclusive content, such as behind-the-scenes looks, sneak peeks of upcoming works, or unique promotions, can increase engagement and ensure your emails are opened and read.

Remember to align your email strategy with your overall marketing plan. If you’re promoting a new book, for example, your emails should reflect this, with updates about the publishing process, early reviews, and pre-order options.

Exploring Print on Demand

For many indie authors, the costs of printing, warehousing, and distributing physical copies of their books can seem prohibitive. However, print-on-demand services can offer a solution.

Print-on-demand allows you to publish physical books without the upfront costs associated with traditional printing. When a book is sold, it is printed and shipped directly to the customer. This makes print on demand an enticing option for self-published authors who want to offer physical copies of their books without the risk of unsold inventory.

Several print-on-demand services are available, with different pricing structures, print quality, and distribution channels. Some of the most popular options are Amazon’s KDP Print, IngramSpark, and Lulu.

In addition to saving on upfront costs, print-on-demand services usually allow you to choose your own retail price, giving you control over your profits. However, keep in mind that the cost of printing will come out of the retail price, so it’s important to price your books appropriately.


Self-publishing can be a rewarding journey, but it comes with its own set of challenges, particularly in the realm of marketing. Traditional marketing techniques can be effective, but in today’s digital landscape, there are many other unique marketing strategies at your disposal.

Leveraging social media platforms, utilising Amazon’s marketing services, participating in writing and book festivals, and building a personal brand can help you stand out from the competition and reach more readers. Likewise, mastering your email list and exploring print-on-demand services can further enhance your marketing efforts and increase your book sales.

Self-publishing is not a one-size-fits-all endeavour, and what works for one author may not work for another. It’s important to experiment with different strategies, evaluate their effectiveness, and refine your approach as necessary.

Remember, successful self-publishing is as much about good marketing as it is about quality writing. With patience, persistence, and the right strategies, you can increase your visibility, reach more readers, and turn your passion for writing into a profitable career.