As more and more authors choose to self-publish and online booksellers are swamping customers with too many books to choose from, it's essential to start thinking about how to connect with your reader. I did some research and having a solid author platform seems key to a successful writing career in today's digital era.
An author platform is essentially the online platform(s) you use to share your work with the world, engage with your readers, and build a following. Some authors start their author platform when they're ready to publish, others start months before their publishing date. So, to see what may work for you, I'll explore some strategies that self-published writers can use to create their author platform.
I have shared some of what I'm sharing here in a different post (Can you gather a fan base before publishing?), which may be worth a read if you're interested in building your author platform.
When do I start building my author platform?
This depends on you! My research suggests that most authors who were successful upon launch started building their author platform a few months before launch day. If you gain a following before launch day by sharing engaging snippets of your soon-to-be-published book, you can create a solid customer base for when your book goes live. A strong start is great for visibility on bookseller platforms, such as Amazon, as it will make your book stand out from the crowd.
Some authors choose to create their author platform when their book is published, though. This may work for you if you don't know what to share on your platforms while you're still writing/editing your novel. By starting your author platform after your launch day, your sales at launch may be slow, but with good marketing on those new author platforms, you can increase those sales and grow your following at the same time.
Creating an author website and social media presence
Not every author agrees that an author website is necessary when you're publishing your book because it can be an investment. Now, personally, I'm not in the habit of looking up an author's website, but if you're planning on selling your book through your website (maybe because you want to sell signed prints or to ensure maximum royalties), or you're planning a lot of book signing events, it may be worth putting all this information together with a web shop in one easy-to-reach place: Your personalised author website that provides a place for readers to learn more about you and acts as a portfolio where you can showcase your writings, updates, and news.
Building your author website
Choose and secure your domain
A domain doesn't have to be expensive. You may only be paying £10 a year to keep your domain name.
Most authors use their name (pen name) as their domain name as this is what readers look for. It could also be a catchy phrase that matches your writing style or genre. The main thing is to keep it simple and memorable.
Include bookish information
Invest time in the design of your website. A clean, user-friendly site enhances the user experience. (See some website design screenshots below.)
Your website should have all the essentials, and it doesn't all have to be on separate pages. Most authors manage to successfully share everything on their landing page. Just have a look online at some author websites (maybe from your genre) and see what website layout catches your eye.
Homepage/Landing page: Your homepage or landing page should showcase everything you want your readers to focus on first. Most authors highlight their latest novel before moving on to who they are, how to contact them, etc.
About: You can share your story and what readers can expect when they read your work.
Books/Portfolio: If you've published multiple books, you can share them here and provide links to where readers can purchase them.
Contact: Sharing your contact details (designated author email address) and social media links is always a good idea as it allows readers and potential collaborators to reach out to you.
You can even add a blog to share news and maybe writing tips and a web shop to sell your e-books and maybe signed print copies. Most authors just provide links to where readers can find their book, though – think Amazon, Barnes and Noble, Apple Books, etc.
If you want to sell paperbacks, hardbacks, etc. through your website, have a look at BookVault. They are a print-on-demand service that integrates with most webhosts.
Below is an excellent example of an author's landing page. I chose Rebecca Yarros' website as her series is all the latest rage. The first thing you see when you get to her website is an amazing background that matches her bestselling series and a sentence meant to intrigue: "Get ready to fly or die." When you scroll down slightly, you see Rebecca's three books alongside a button that, once clicked, showcases all the online stores where you can buy her books. When you scroll further down, there is information linking to her upcoming events and portfolio.
(Rebecca's website was accessed 22/01/25)
Social media
Social media can be a fantastic tool for writers to connect with readers, fellow authors, and the literary community.
Choose the platform for you
Not every social media platform will suit your needs, and you rather choose one platform and rock it than try to manage multiple platforms and end up doing a mediocre job at it because it's too much to handle. So, consider where your target audience spends their time. Many writers seem to be happy with Instagram, Twitter, and TikTok.
Do let me know if I missed one!
Facebook
Instagram
TikTok
YouTube
X
Threads
Medium: "Here, anyone can share knowledge and wisdom with the world—without having to build a mailing list or a following first. The internet is noisy and chaotic; Medium is quiet yet full of insight. It’s simple, beautiful, collaborative, and helps you find the right readers for whatever you have to say."
Wattpad: A great tool to get some followers when you're drafting your novel. Have a look at this post from BookTrust UK sharing some Wattpad success stories.
Substack: "Substack is where you can read posts, listen to podcasts, watch videos, or chat with your favourite creator on the web or the app with no noise." I have a Substack account for my blog posts and creative writing (I'm terrible at updating it!), and it's a growing platform. People seem to love it as, quite frankly, there's no advertising on the platform that messes with your feed.
Goodreads: Goodreads is a social media platform for book lovers. You can create an author profile, list your book, and interact with potential readers. I love Goodreads. It's my go-to website to check out new books.
LibraryThing: LibraryThing is another platform that allows readers to review books and authors to engage with their readers.
Be authentic
Share insights into your writing process, thoughts on your favourite book, and maybe even snippets of your work (lure them in!).
A friend who manages social media for others told me that personal content resonates more with followers than superficial content (image of your book/quote): so, show your face, be real. That's what people appreciate, and it will make them more likely to follow you on your social media channels and buy your book.
Engage with your followers
When followers comment or ask questions, respond! It's that easy. Connecting with your followers is important. They'll appreciate the personal touch and be more willing to purchase what you're selling.
Join a writing community
Have a look at these 15 writing communities that Reedsy shared in their blog. They can be great for networking or just to share experiences with other writers and readers.
So, how do I engage with my readers?
Connecting with your readers is not just about promoting your work; it’s about building relationships and creating a community around your writing.
You can host an online event
You can try and gather a following by creating some online buzz around you as an author, your writing journey, what you're reading, and don't forget, your very own published book.
Book launches and signings
Consider hosting virtual book launch parties or live readings. These events not only promote your book but also offer readers a chance to engage with you directly.
Q&A sessions
Host live Q&A sessions where readers can ask questions about your books, your writing process, or even personal insights about your journey as a self-published author. You can also film yourself answering questions asked by followers on your social media accounts and share that with your followers.
Collaborative projects
Team up with other authors for writing challenges or themed discussions. If you find another author who writes in your genre, you can increase your and their audience/following by discussing each other's books, etc.
What else?
In-person book launches and signings
If you have a bookshop or library near you, ask them if they'd like to host your book launch/signing. It's a great way to connect with people in person. Get yourself some author copies from your printer and design some bookmarks and stickers that are on brand, and you're good to go. You may even find that because you're a local, you get extra support during your book launch from your local townspeople because they're proud someone from their town published a book! Don't underestimate the power of connecting to people in person and the power of a good network.
Another idea is hosting a book signing in a small local store that may not sell books but whose demographic fits with the genre you're writing in. If you write science fiction or fantasy, maybe there's a geeky store near you that you can collaborate with. You could even arrange for a giveaway on that particular store's social media account to gain new followers and boost footfall for the store on your launch day.
Ask for feedback
You can always engage your audience by asking for their opinions on book titles, cover designs, or plot ideas (if you're still writing). Put some polls out, share a video of what you're thinking of writing and whether people think it'll work, share some images of different covers you're considering, maybe even share a few different blurb options.
Don't forget about email marketing and promotional tactics to sell your book
Creating a solid email list is a great tool for new and existing authors. If you start building your email list before your book launch, you can use your email list to create a buzz on launch day.
How do you start building an email list?
If you have an author website, the chances are that the company you're using to host your website offers some kind of email/newsletter option (which is likely included in the price). If this is the case, you don't need to look for an email marketing company to create an email list; simply use your website's tools to gather subscribers.
If you don't opt for an author website, have a look at these free and not free options to create an email list:
Google Forms: You can use Google Forms to gather potential readers' email addresses and link this to Google Sheets so every time someone wants to stay updated and they fill in the form, the details are automatically added and saved in your Google Sheets document. Simply add the Google Forms link to your social media posts, etc. You will have to manually add these email addresses to your "author" email account when you want to send an update on your book, events, etc. Have a look at this video on how to use Google Forms and Sheets for your email marketing: https://www.youtube.com/watch?v=SbuuAgQ3LcQ
MailChimp: MailChimp's free account* offers an email sign-up form and a landing page**. When you're ready to send your first email update, MailChimp will sort you out. No copying and pasting of email addresses for you. *There is a max. of 500 contacts on the free plan. **If you want to connect your domain to your landing page, you will need to pay a monthly fee.
BookFunnel: With BookFunnel's paid plans (Mid-List, Bestseller, & Publisher Plans), "you drive reader traffic to your email signup page on BookFunnel and we will collect their email address on your behalf. We store their email address (and optionally first and last name) in a CSV on your dashboard. You can then import the CSV of subscribers into your mailing list service at your convenience." With some of BookFunnel's plans, "BookFunnel can add sign-ups directly to your mailing list service automatically if you use ActiveCampaign, AWeber, Constant Contact, ConvertKit, EmailOctopus, MailChimp, MailerLite, SendFox, or Sendy to manage your mailing list." So all that's left for you to do is create a killer email and send it off.
Create a lead magnet
Create a lead magnet, such as a free eBook, short story, or exclusive content, to encourage visitors/followers to subscribe to your newsletter. For example, you can give them the first chapter of your unpublished book. Whatever it is, it should create a hype and have them wanting more so that when you're ready to launch your book, your email will get you your first sales.
Regular newsletters
Not everyone likes to send or receive regular newsletters. But if you can keep your content engaging and you can see that the open/click rate is good, go for it. Don't spam your followers because you will lose those who signed up to your email correspondence and when it's time to launch your book, your launch email won't go as far as you hoped.
Promotional Tactics
Book promotions
Use platforms like BookBub, Bargain Booksy, BookSprout, The Pigeonhole, NetGalley, or Goodreads (US) to run book promotions and gain reviews. This can help increase visibility on bookseller websites and ultimately, get you more sales.
Giveaways and contests
Consider hosting giveaways on your website or through social media. You can do a "like and follow" or even better, a "like, follow, and tag a friend" contest to grow your social media following or email list. You could give e-books away as it won't cost you anything or do a special "signed copy" giveaway using an author copy.
Use book influencers
With the whole BookTok boom, book influencers can make a big difference to your sales. If you can find an influencer who reads your genre and has a good following, reach out and see if they're willing to review your book on their platform. It'll cost you the price of an author copy + shipping, but if they leave a good review, it can be worth its weight in gold. Do your research and only reach out to those who accept your terms (maybe even have them sign some sort of contract), as I've heard some people send books to influencers for them not to be read or read way after the launch as influencers may be swamped with books to review already.
This can be done on any platform: YouTube, TikTok, Instagram, etc.
Conclusion
Building an author platform will require time and dedication, but the payoff is often more than worth it. Do some research into your audience before you start, and I'm sure your launch day and the days that follow will be like a dream come true.
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