Among all the topics currently researched about how to market a book, online publicity is often at the top of the list. Authors and publishers are interested because it's accessible to anyone and appears free (or low cost) compared to other methods. Like anything else, it's case by case and works brilliantly for some books and less for others. Much also depends on you as the author and what you put into it. Some people lead lives and have personalities that are made for social media. It's less natural for others, and trying to force things to work can be noticeable. Therefore, success is conditional upon several factors.

Influencing or persuading people to become interested in reading your book can occur in many ways. It can be as simple as people getting to know and like you online and deciding to go a step further. In some genres, it's about the author as a celebrity, while in others, third-party endorsement of your book and its content can be more consequential. Hopefully, you're already watching other successful authors in your genre and know what works for them. You'll want a unique plan for your book, but their successes can inspire you. Working to build your social media following is also a wise move.

The world of online publicity includes other significant opportunities in podcasting, blogging, and contributing freelance articles to respected news websites. Each requires time and attention to produce content your target audience will appreciate, including tactful mentions of your book's title. The trick is to help people connect to your book without resorting to a pushy or hard-sell approach. Any medium you try needs to develop an audience to be successful, so work on gaining followers as soon as you begin. Internet coverage is lasting so that you can expect long-term results.

Having a plan always helps, and mapping out your desired internet publicity is helpful. What works best may be a surprise, and you'll make adjustments. But starting with a game plan and compelling key messages is always wise. You may also make pitches to media and others who you'd like to cover your book. If there is a seasonal or regional angle, it may help, and it's also good to connect your book with current events if possible. Classic marketing theory holds that making multiple impressions on your target audience is helpful. Each time you do, they may move closer to buying your book.