After you publish, it’s time to consider Paid Marketing Strategies for Authors

As a self-published author, navigating the complexities of book marketing can be daunting. With countless strategies at your disposal, how do you know which ones will truly work? One powerful tool gaining momentum is paid media promotion. Or paid promos as we often call it.

But is it the right choice for you? In this post, we’ll break down the pros and cons of using paid services to market your book, and offer tips on how to make the most of your marketing budget. 

First, what is a paid promo list? Companies like Written Word Media and many others, have spent time and energy growing email lists by genre, of people who want to be notified of free and discounted ebooks. They’ve curated hundreds of thousands of email subscribers, and when you sign up for a promo, you are featured to the readers of your genre in an email announcing that your book is free or discounted, with a link to your book. As you’ll see in the case studies below, these can result in thousands of new readers, especially on the free download, which leads to more reviews and sales of your backlist.

We are huge fans of using the Paid Promo List strategy for creating buzz around a new book AND bringing life back into a book that’s been published for awhile.

Whether you’re contemplating a partnership with Written Word Media or attending events like the Women in Publishing Summit, let’s dive into the key insights you need before jumping into the world of paid promotions. And we’ve included a special discount at the end of this post for 20% off promo stacks with Written Word Media!

The Benefits of Using Paid Marketing Strategies to Promote Your Book

Paid media promotions can offer significant advantages, especially if you’re looking to gain exposure quickly and reach a targeted audience. Here’s why it might be worth considering:

1. Access to Established Audiences

One of the biggest perks of paid media promotion is the immediate access to large, pre-existing audiences. Platforms like Written Word Media and other marketing services have built-in networks, giving your book visibility among readers who may never have discovered it otherwise. It’s like getting an instant audience for your work.

2. Saves You Time and Effort

As a self-published author, time is precious. Crafting a compelling campaign can be time-consuming, and if marketing isn’t your strong suit, it can be overwhelming. By partnering with a professional marketing service, you free up valuable time to focus on what you do best: writing your next book. These experts handle everything from ad placement to strategy, so you don’t have to.

3. Targeted Advertising for Maximum Impact

With paid media, you can pinpoint the exact demographic you want to reach. Whether it’s readers who love romance, fantasy, or mystery, many platforms offer advanced targeting features that ensure your ads are shown to the right people. This means more effective use of your budget and higher engagement rates.

4. Expert Creative Input

Paid media services bring a wealth of experience to the table. They know how to craft eye-catching ads that stand out in today’s crowded digital space. From compelling visuals to persuasive copy, their expertise can make a huge difference in how your book is perceived.

Is Paid Promotion Within Your Budget?

Before diving into paid media, it’s crucial to have a clear understanding of your budget. Here’s what to consider:

Evaluate Your Total Marketing Costs

Paid promotions aren’t just about ad spend—they also involve design services, copywriting, and platform fees. Make sure you factor in all potential expenses when setting your budget.

Align Costs with Your Goals

Are you looking to increase sales, or is your goal more about gaining visibility? Understanding your objective helps you assess whether paid promotions are worth the investment. Remember, it’s not just about spending money—it’s about maximizing return on investment (ROI).

Consider a Balanced Approach

While paid promotions can be effective, don’t overlook free marketing opportunities. Combining organic marketing (like social media engagement and building an email list) with paid ads can help you achieve better results without overextending your budget.

When Paid Promotions Might Not Be the Right Choice

While paid promotions can offer powerful benefits, they aren’t always the right fit for every author or every situation. Here’s when you should reconsider:

Building an Organic Following First

If you’re just starting out, it’s wise to focus on building an organic following before investing heavily in paid ads. Paid promotions might not yield the desired results if you don’t already have a base of engaged readers who are excited about your work.

Targeting the Wrong Audience

If your ads are being shown to people who aren’t interested in your genre, it’s a waste of money. Always make sure you do thorough audience research before investing in paid promotions. This ensures you reach the right readers and avoid wasted ad spend.

3. Lacking a Strong Marketing Foundation

Paid ads are not a magic solution. If your book isn’t optimized with a compelling cover, catchy blurb, or strong author platform, paid ads won’t perform as expected. You need a solid marketing foundation before expecting great results from paid promotions.

4. Timing Matters

Paid promotions can be less effective during low-demand periods. If your genre isn’t trending or it’s an off-season for book sales, it’s better to wait for the right time. Market timing plays a crucial role in the success of your campaigns.

A Case Study with Written Word Media

We recently used Written Word media for a promotion of two of our books from Chrysalis Press, an imprint of Kat Biggie Press. We listed The Paris Predicament by Lexi Haddock and After December by Kasie Whitener in two different campaigns.

The Paris Predicament 

We booked the Romantic Comedy 5-Day Stack (Free Book) stack for this particular book. It fit well within our genre and included multiple newsletters and features. From that stack we received 6,580 ebook downloads and 3 paperback sales in the 5 days. Not bad! There were also a handful of ebook sales after the price went back up. It also led to an increase in ebook sales and 2 print sales of the first book in the series, 4 Days in Paris.

After December 

We booked The Fussy Librarian newsletter for a literary fiction novel that has been published for several years and needed some new life. The book After December by Kasie Whitener received 435 ebook downloads and 1 print book sales. The literary fiction genre (or at least this book) didn’t fare as well as one of the viral genres, but we were pleased to get some new traction with the book. 

In that same timeframe, The Paris Predicament also gained over 15 new reviews.

The five-day promo was about $250 and single day newsletter features run anywhere from $50-$150, depending on the size of the email list for that genre. In some cases, it’s marketing dollars simply invested in growth and more eyes on your book. In other cases, especially if you have a backlist, they can be very profitable.  

Is Paid Media Right for Your Book?

Paid media promotions offer powerful opportunities, but they’re not one-size-fits-all. By understanding both the benefits and potential drawbacks, you can make an informed decision about whether it’s the right choice for your book and your marketing strategy.

Carefully evaluate your budget, set clear goals, and always do your research before jumping in. Paid media can work wonders when used strategically, but it’s essential to build a solid foundation first. Mix paid promotions with organic efforts for the best chance of success—and keep an eye on your ROI to ensure your efforts are paying off.

Written Word Sponsor is currently offering an incredible discount to the Women in Publishing Summit community! Through April 5, 2025, you can get a 20% discount off any of their promo stacks using code WIP2025. Head to Written Word Media to get started today!