Marketing as an Indie Author: What’s Working (and What’s Not)

You've written your first book! Congratulations! But now what?

One of the biggest challenges of being an indie author, aside from writing the book itself, is figuring out how to promote it. There’s no marketing team behind the scenes. It’s just you, your story, and a whole internet of possibilities (and distractions).

I gave TikTok a try.

It’s the platform everyone raves about, and for good reason—it can work. But for me, it feels overwhelming and oversaturated. The space seems dominated by two very specific genres: rom-coms in the style of Emily Henry, and spicy romance fantasies where things get steamy with vampires, dragons, and phoenixes. Neither of those categories fits the kind of books I write.

My stories are for women who’ve been through something.

Women who are searching for hope, healing, and maybe even a little clarity. I write for the reader who wants to see a character overcome pain and betrayal and come out stronger. That’s what I look for in books too—stories that make me feel understood, and that remind me it’s okay to still be figuring things out.

Instagram is fun but doesn't generate sales.

I do enjoy creating posts and using hashtags, but I see it more as a presence than a serious marketing tool. Same with Facebook—it’s great for staying connected, and yes, my mom shares everything I post with her girlfriends, which surprisingly does lead to a few sales. Thanks, Mom.

So, what the heck works?

What’s made the biggest difference for me is joining Facebook groups.

I’ve joined several that focus on women’s fiction, women’s romance, and even groups tied to the places where my books are set—like “Travel Kauai” or “I Love Paris.” I don’t post about my books directly, except sometimes on “Self-Promotion Days”. Instead, I reply to posts. When someone asks for a book with emotional depth or a story about second chances or healing, I respond. And because the questions are so specific, I know I’m speaking to someone who might genuinely connect with what I’ve written.

Since I started doing this, I’ve seen a real difference. Sales have gone up, and just recently, someone across the country messaged me to say my book had been chosen for their book club. That kind of connection feels personal—and powerful.

The only downside?

It takes time. Mornings that used to be for writing are now partially devoted to the hustle. But for now, it’s the best tool I’ve found as an indie author. I’m still submitting queries to agents, still dreaming of that next big step. But in the meantime, I’m building my reader base slowly and meaningfully, one genuine exchange at a time.

If you’re an indie author trying to figure it all out, you’re not alone. This is what’s working for me right now—and I wanted to share, in case it helps someone else navigating the same path. It can sometimes feel like a labor of love, but then a small connection with someone who truly loves your work can make all the difference and give you the validation to keep going. 

Oh! And write blog posts.

Write posts that might reach potential readers and/or fellow authors, and don't forget to include a link to your books! 📚 (shameless plug!)