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7 Outcome-Based Marketing Strategies for New Indie Authors

By Reading Time: 8 minutes
Author using Outcome-Based marketing
Author using Outcome-Based marketing

“Marketing is no longer about the stuff that you make, but about the stories you tell.” — Seth Godin

Marketing is one of the most challenging aspects for new indie authors. It’s particularly demanding when it comes to promoting your first book. With no established audience or proven marketing strategies, many new indie authors struggle to find ways to effectively reach readers and boost sales. However, Outcome-Based Management provides a structured approach to book marketing, helping new indie authors set clear goals, track progress, and adjust their strategies for maximum impact.

Outcome-Based Management (OBM) focuses on setting measurable outcomes, tracking performance through key indicators, and continuously improving based on data-driven insights. This third part of our writer’s guide series on OBM looks at how you can apply it to marketing your first book as a new indie author.

1. Define Your Marketing Outcomes

The first step in Outcome-Based marketing is to identify what success looks like for your book marketing. These outcomes should be specific, measurable, and tied to your overall goals as an indie author.

Examples of Marketing Outcomes:

  • Generate 500 pre-orders before the book launch.
  • Reach 1,000 email subscribers within the first six months.
  • Achieve 100 reviews on Amazon or Goodreads within the first three months of publication.
  • Sell 1,000 copies within the first year of release.

These outcomes provide a clear direction for your marketing efforts, giving you concrete targets to aim for. Setting realistic goals based on your resources, current audience, and the competitive landscape is essential.

2. Set Key Performance Indicators (KPIs) to Track Progress

Once you’ve defined your marketing outcomes, the next step is to break them down into smaller, measurable targets known as Key Performance Indicators (KPIs). KPIs help you monitor the effectiveness of your marketing strategies and ensure you’re on track to meet your outcomes.

Examples of KPIs:

  • Daily or weekly social media engagement, such as gaining 50 new followers on Instagram or Twitter per week.
  • Email open and click-through rates for your book launch newsletter.
  • Conversion rates from book sales pages or advertisements.
  • Number of blog or podcast appearances to promote your book.

KPIs allow you to track specific actions that contribute to your larger goals. By monitoring these indicators, you can identify what’s working and where you need to adjust your strategy.

3. Allocate Resources for Maximum Impact

One of the core principles of OBM is the efficient use of resources. When marketing a book, indie authors often have limited time and budget. Allocating your resources strategically ensures you get the best return on your investment.

Tips for Resource Allocation:

  • Budget for ads: Invest in targeted ads on platforms like Facebook, Amazon, or BookBub to boost visibility and attract potential readers.
  • Time management: Allocate specific times for content creation (social media posts, blog articles, etc.), networking, and audience engagement.
  • Use free promotional tools: Focus on building relationships with book bloggers, podcast hosts, or influencers in your genre who can help promote your book without significant financial investment.
  • Email marketing tools: Leverage tools such as Mailchimp to automate email campaigns and track reader engagement.

By focusing your time and money on marketing channels offering the highest reach and engagement potential, you’ll ensure your efforts align with your defined outcomes.

4. Implement a Step-by-Step Marketing Plan

With your outcomes, KPIs, and resource allocation in place, the next step is to implement your marketing plan. OBM encourages you to break down your strategy into actionable steps and execute them over time.

Example of a Marketing Plan:

  • Pre-Launch Marketing (3-6 months before release):
    • Build your author platform (website, social media profiles).
    • Engage with your target audience by sharing teasers, behind-the-scenes content, or giveaways.
    • Collect email subscribers through a lead magnet (e.g., offering the first chapter for free).
  • Launch Campaign (2 months before release):
    • Promote pre-orders through social media, email newsletters, and paid ads.
    • Host giveaways or contests to generate buzz.
    • Collaborate with bloggers, influencers, and fellow authors to expand your reach.
  • Post-Launch Marketing (1-6 months after release):
    • Continue engaging with your audience through email updates and social media.
    • Seek out reviews from readers, bloggers, and book review sites.
    • Run sales promotions, discounts, or limited-time offers to boost post-launch sales.

A detailed plan with actionable steps ensures you consistently market your book before and after launch, driving visibility and sales.

5. Monitor and Measure Your Marketing Efforts

Monitoring your marketing performance is critical in OBM. By keeping track of your KPIs, you can identify which strategies are delivering the best results and where adjustments need to be made.

Monitoring Tips:

  • Track social media growth: Use analytics tools to monitor follower growth, post engagement (likes, shares, comments), and click-through rates.
  • Monitor email campaign success: Analyze email open rates, click-through rates, and conversions to see how effectively your newsletters drive book sales.
  • Evaluate ad performance: Monitor your ad click-through rates, cost-per-click, and conversion rates. Try tweaking the targeting, copy, or visuals if an ad is underperforming.

Tracking these metrics in real-time allows you to make data-driven decisions, ensuring that your marketing strategy remains effective and focused on your outcomes.

6. Adjust Your Marketing Strategy as Needed

Marketing is not a one-size-fits-all approach. It’s essential to remain flexible and make adjustments based on your data. OBM encourages continuous improvement, meaning you should modify your approach if your KPIs indicate that something isn’t working.

Examples of Adjustments:

  • Reallocate ad spend: If Facebook ads perform better than Amazon ads, shift your budget accordingly.
  • Change your content strategy: If social media engagement is low, try experimenting with different types of posts (videos, polls, or reader Q&A sessions) to see what resonates with your audience.
  • Explore new marketing channels: If you’re not gaining traction on one platform, consider adding new channels like TikTok or Pinterest or exploring collaborations with new influencers in your genre.

Adjusting your marketing tactics based on data ensures that your efforts remain aligned with your overall outcomes and maximizes your chances of success.

7. Evaluate Your Marketing Success Post-Launch

After your book launch, take time to evaluate the success of your marketing efforts. Did you meet your initial outcomes? What strategies worked best, and where could improvements be made for future projects?

Post-Launch Evaluation Metrics:

  • Sales performance: Compare actual sales numbers with your original goals.
  • Reader engagement: Assess reviews, social media interactions, and feedback from your readers.
  • Marketing ROI: Evaluate the return on investment from paid ads, giveaways, and other marketing initiatives.

This evaluation will help you identify strengths and weaknesses in your marketing approach, providing valuable insights for your next book launch.

Outcome-Based Marketing Wrap-Up

Using Outcome-Based marketing for your first book provides a structured, data-driven approach to ensure your marketing efforts are effective and aligned with your goals. By setting clear outcomes, tracking performance, and making adjustments based on data, you can create a marketing plan that helps your book stand out in a competitive marketplace. With OBM, indie authors can confidently market their work and build a strong foundation for long-term success.

We hope you found these strategies helpful and inspiring. They’re intended to provide the necessary tools and insights to succeed as an indie author.

For more guidance on writing, publishing, and marketing your book, see other parts of this series, starting with Outcome-Based Management: 7 Steps to  Writing Success AND First Principles and the 5-Step Process for Book Publishing. You might also like Boost Your Book Marketing Materials: 3 Key Strategies.

If you have a draft and want to explore how AI can help you self-publish, see, Is Your Book Ready to Self-Publish? Lastly, for help writing a non-fiction book, read Write Your First Non-Fiction eBook: a 30-Day Workbook for Getting It Done.

Writing is an ongoing adventure that involves continuous learning and improvement. You don’t have to go through this alone. We are excited to accompany you every step of the way, providing you with support and motivation. Our goal is to give you the necessary knowledge and practical advice to confidently navigate the world of writing.

Don’t wait. Start today! How can we help? To let us know, please fill out our contact form. Happy writing!

Frequently Asked Questions (FAQs)

How do I choose the right marketing channels to focus on as a new indie author?

Choosing the right marketing channels depends on where your target audience spends their time. Research the most popular platforms for readers in your genre (e.g., Instagram for YA, Twitter for fantasy). Start with one or two platforms where you can consistently engage with potential readers. As you gather data on engagement, you can adjust and expand to other channels that align with your marketing outcomes.

How do I set a realistic marketing budget for my first book?

To set a realistic marketing budget, consider your overall resources and the potential return on investment. Start by allocating funds to essentials like book cover design, professional editing, and a small ad budget (e.g., $100-$500 for Facebook or Amazon ads). As your book gains traction, you can invest more in what’s working. Track the cost-per-click (CPC) and return on ad spend (ROAS) to ensure you’re staying within budget while achieving your marketing outcomes.

What free or low-cost marketing strategies can I use to achieve my outcomes?

Free and low-cost strategies help you build an audience without a large budget. They include:

  • Social Media Engagement: Build relationships by posting regularly on platforms like Twitter, Instagram, or TikTok.
  • Email Marketing: Offer free content, like a first chapter, to grow your mailing list.
  • Book Bloggers/Influencers: Reach out to bloggers or influencers who can review or promote your book in exchange for a free copy.
  • Author Collaborations: Cross-promote with other authors in your genre by doing joint giveaways or sharing each other’s content.

How can I use reader feedback to improve my book marketing strategy?

Reader feedback—such as reviews, comments on social media, or survey responses—can help you refine your marketing messaging. If readers highlight certain themes or characters they love, emphasize those in future promotional materials. If there’s confusion or criticism, adjust your messaging to better align with what resonates. Additionally, positive feedback can be turned into testimonials for marketing purposes.

How long should I continue marketing my book after the initial launch?

Marketing doesn’t stop after launch. You should plan to continue marketing for at least six months to a year post-launch, especially through social media and email campaigns. You can also run sales, giveaways, or new promotional campaigns to keep your book visible and engage with new readers who may discover it after the initial launch excitement dies down. Long-term marketing helps build momentum and keeps your book in front of potential readers.

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