Taking an active role in promoting your book can be engaging if you are a self-published author. Successful book promoters know that carefully planning and implementing chosen program elements are required. While working with a publicist is a good idea if you have the budget, your active involvement is beneficial regardless. Virtual book tours have gained popularity and acceptance, especially since the pandemic, but in-person appearances continue to be effective for a PR campaign. As you plan, there are several important factors to consider. Ensuring that you include everything is crucial to your success.

The first step is to establish clear goals for your book marketing program. Having a clear understanding of what you want to achieve is essential. Many authors today use their books as self-promotion and business tools, influencing their publicity goals. For instance, if you focus on reaching new customers, you would plan your campaign accordingly, which differs from authors aiming to increase book sales through the traditional route. Your approach may also prioritize trade media in your field over general audiences, depending on your book's topic and objectives for your business.

Audience targeting is crucial in any promotional campaign, and it's helpful to remember this when writing your book. Ensuring you capture the interest of your target readers or provide entertainment for them is vital. They are the same audiences the media you pitch to will be trying to reach and will similarly evaluate your book. Non-fiction books need to offer a unique perspective compared to existing titles on the topic. The story's and characters' strengths are most important for fiction writers. Therefore, create a marketing campaign that appealingly presents them. 

Effective book marketing campaigns involve setting both short- and long-term goals. In the short term, you aim for coverage and engagement with target readers to drive book sales. In the long run, you want to build your author profile and potentially develop or promote a business. Doing well in online searches related to your book can generate inquiries and potential sales leads for years to come. Understanding these possibilities and optimizing your campaign to take advantage of them is beneficial in the long term. Writing a book creates significant lasting opportunities for your business when done well.