Follow this step-by-step guide to learn the modern process of writing an effective novel marketing plan in Milanote, a free tool used by top creatives.
You’ve spent countless hours bringing your novel to life, and now it’s time to share it with the readers. Marketing is the bridge that connects your story to its audience, and while it may feel unfamiliar at first, it doesn’t have to be overwhelming. With a clear and actionable plan, you can confidently introduce your novel to the world.
In this guide, you’ll discover practical, achievable steps to build a marketing plan for your book. Using Milanote as your creative workspace, you can organize your ideas, manage your tasks, and shape a clear plan to guide your novel from pre-launch excitement to meaningful, long-term connections with readers.
Your story is ready to be shared so let’s help it reach the audience it’s meant for.
Start by pinpointing your novel’s genre and core themes—these set the stage for reaching the right readers. Your genre gives readers a sense of what to expect, while themes like redemption, betrayal, or resilience add emotional depth that draws them in.
From there, write a short, powerful 1–2 sentence hook that captures what makes your novel unique. Think of it as your book’s elevator pitch. Use it in places like Amazon listings, social media posts, or bookstore pitches to quickly grab attention and make readers want to know more. A strong hook is clear, compelling, and memorable. It gives readers a reason to choose your story.
Create a new board for your novel marketing plan.
Drag a board out from the toolbar. Give it a name, then double click to open it.
Choose the built-in Novel Marketing Plan template.
Each new board gives you the option to start with a beautiful template.
Knowing your readers will make your marketing much easier and more effective. Instead of trying to appeal to everyone, focus on the readers most likely to love your book. Ask yourself:
For example, if your novel is a psychological thriller, your ideal reader might be adults aged 25–45 who enjoy Gillian Flynn or Paula Hawkins and find books on BookTok, Instagram, or Goodreads.
Use this information to build a detailed Customer Persona that represents your ideal audience.
Add a sub-board to describe your target audience.
Drag a board out from the toolbar. Give it a name, then double click to open it.
Engage with your audience directly. Once you’ve defined your ideal reader persona, don’t just guess—ask your readers. Use polls or social media posts to get feedback on their favorite platforms and preferences.
Your author brand is how readers discover you and what makes your work stand out—it’s your voice, your style, and the stories you tell, both on and off the page. Start with these essentials:
Start small and let your brand grow with you. A consistent, thoughtful brand presence helps readers recognize you, remember you, and stay engaged with your work over time.
Add a sub-board to map out your brand assets.
Drag a board out from the toolbar. Give it a name, then double click to open it.
Clear, specific goals keep your marketing focused and actionable. Instead of broad aims like “sell more books,” set measurable targets, such as reaching 100 Goodreads reviews, securing 500 pre-orders, or increasing newsletter subscribers by 20%.
Once you have your targets, break them into simple, manageable steps. If you need reviews, send Advanced Reader Copies (ARCs) to reviewers, connect with book bloggers, and request early feedback. To boost pre-orders, consider running targeted ads, hosting giveaways, or offering exclusive launch bonuses to early buyers.
Breaking your goals into smaller steps helps you stay organized, avoid overwhelm, and measure your progress more effectively.
Add a note to list your goals.
Start typing then use the formatting tools in the left hand toolbar.
The channels you choose for promotion should reflect where your audience is most active. Focus on spaces where you can engage meaningfully, build a community, share updates, and give teasers into your novel.
Avoid the temptation to be everywhere at once. Instead, focus on two or three platforms where you can engage consistently and authentically. Each platform requires its own strategy, so tailor your content to suit its strengths and audience.
Prepare content in advance using this free Social Media Calendar to ensure a steady stream of promotions leading up to launch.
Use sub-boards to plan each promotion channel.
Drag a board out from the toolbar. Give it a name, then double click to open it.
Social media platforms like Instagram, Facebook, and TikTok excel at visual storytelling and reader engagement, while email newsletters allow for direct, long-term communication. Consider running Amazon ads or targeted social media campaigns to drive pre-orders and visibility.
A successful book launch builds excitement before release, creates impact during launch week, and keeps readers engaged long after.
Here’s an example of how to plan the three phases:
A well-planned launch strategy helps sustain excitement and keeps your book visible over time.
Use sub-boards to plan the launch phases.
Drag a board out from the toolbar. Give it a name, then double click to open it.
As an indie author, it’s essential to invest your budget where it will have the greatest impact. Start with non-negotiables like a professional book cover and quality editing to ensure a lasting impression on readers.
From there, focus your spending on activities that align with your goals - whether it’s increasing visibility through ads, building buzz with promotions, or reaching readers through outreach. Track what works and be flexible, so every dollar you spend helps move your book closer to the audience it’s meant for.
Use a table to calculate your budget.
Create a table
Drag a table out from the toolbar. You can add simple formulas, dates, currencies and more.
Now that you've gathered all the necessary information for your novel marketing plan, it's time to organize your content. Presenting key information in a clear, easily digestible format, helps everyone understand what you're trying to achieve and improves overall clarity of the plan.
Create a column to organize each part of your plan.
Name it, then drag any relevant notes, images or boards into your column to stay organized.
Before finalizing your plan, share it with trusted peers, beta readers, or professionals who understand book marketing. Their insights can help you spot gaps, refine your messaging, and ensure your strategy aligns with your goals.
Gathering feedback allows you to make adjustments early and launch with confidence, knowing your plan is solid and purposeful.
Invite a team member or client to provide feedback.
Open the "Share" menu from the title bar of your board. Add email addresses of the people you'd like to collaborate with—they'll receive an invitation via email.
Start a comment thread.
Drag out a comment from the toolbar on the left and place it on your board. Other editors can reply to your comment.
Mention teammates to get their attention.
Type '@' in any text field to mention someone who has access to your board. They'll receive a notification and be able to respond to your comment.
Once your marketing plan is finalized, share it with everyone involved. Whether you’re working with editors, designers or publishers, ensure the whole team understands their role and is ready to execute. Organize a kickoff meeting to discuss the plan and align everyone for a coordinated launch effort.
Share a link to the plan with your team.
Click Share in the top right of your board. You can add a Welcome message for viewers, allow comments, set a password or embed the board in another app or website.
Now that your novel marketing plan is complete, you have a great foundation to build on. Make sure to check back and review your plan regularly to stay on track with your marketing efforts.
