Reddit mentions of Indie & Small Press Book Marketing

This is a really big topic, and I won't be able to list everything, but I'll try to hit the highlights.

• I do the best I can to be professional. I write the best book I can, and hire editors to help me make it as good as possible. This also involves pushing myself to be the best writer I can, and to be ambitious about the topics I address.
  
• I do the best I can to appear professional. I invest time and money in cover design, book formatting, and website design and content, so that it looks good to other people.
  
• My core audience are people who are intimately involved in technology and the future of technology: programmers, CTOs, venture capitalists. So instead of sending my book out to science fiction book reviewers, who are probably inundated with books to review, I send out review copies to programmers, tech startups, CTOs, etc. For The Last Firewall, I used Tech Crunch to find 50 fast-growing startups, and sent a physical copy of my book to each of their CTOs.
  
• Early on, when I didn't have any audience, I used Facebook ads, and carefully targeted people who were fans of particular books that had a lot of overlap with my book. I had a $5 daily budget, and ran the ad for about three months. This helped me get the first few hundred readers, and eventually word of mouth started to take over.
  
  I've also written a book about the topic: http://www.amazon.com/Indie-Small-Press-Book-Marketing-ebook/dp/B00AOOXZ9K
  
  I've seen a lot of authors do it a lot of different ways, and there's no one path that's right. It's just what works for you. Conduct lots of little experiments, and see what works.
  
  

Recommend this book: Indie and Small Press Book Marketing

And these subs: r/write2publish & r/selfpublish