There's no substitute for a good book marketing plan. Promoting your work depends on reaching target readers through the media and online. While it's possible to do it successfully at random, the chances of it happening are minute. The facts are that defined goals, precise planning, target audience identification, and compelling media pitches are make-or-break for most campaigns. They are the core elements of a marketing plan, and to be competitive, and books need them. Even authors who are natural extroverts and talk easily to media and book buyers will benefit from the focus of a strategically developed plan.

The first thing your plan needs is to set goals. Many authors today write books for reasons other than selling copies. You may buck that trend and try to build a career as an author selling many books. But if you're not and want to use your book to develop your professional stature or promote a business, then priorities are different. Being clear about these things from the beginning gives you a direct route to developing a marketing plan that will accomplish your goals. Because resources and time are limited, you need to focus and ensure all your tactics are well aligned. Then your book will be a career asset. 

The next step is to understand your target readers. You need to know where they are reading and watching so that you can appear on those channels. Many are online today, but traditional media continues to play a role. Blended media is relevant in book marketing today because every TV channel and print brand has a website. Therefore, appearances and coverage in those media automatically end up on their websites, many of which have significant traffic. It gives you a double payoff for any coverage earned, and you can post links to those items on your website and social media.

Once you've established goals and the target audience, you can begin planning the campaign elements. They can include the media coverage mentioned earlier, virtual and in-person events, blogging (or guest blogging), podcasting, a newsletter to your email list, and a website. It's no longer a choice, and all authors need websites. You'll need to have a site up before you launch your book. Bok buyers, editors, producers, and reviewers commonly look for sites. If you don't have one, you'll be putting yourself at a disadvantage. Check competing authors' to see what belongs on yours.