Self-publishing your work gives you more opportunities and more responsibilities. You'll need to find an editor and cover designer and learn how to market your book. Some authors try to handle it themselves, but hiring a publicist is always better if your budget allows it. Getting your book in the hands of target media to gain exposure is crucial, and book PR firms have those contacts. You'd be starting from scratch even if you have the time to build a media contact list. Sending out well-crafted press materials is also essential. Your publicist can help with press releases and bios that contain the right information. 

The internet offers many book marketing opportunities, but they pay off more when you know what you're doing. You can generate book sales with your posts if you're a natural extrovert and social media star. It can be more challenging than it sounds, depending on the size of your following and your ability to connect with them. Some people are natural at it, while many more find it challenging. Compelling posts are helpful or entertaining – or both. Mentions of your book must be subtle because the hard sell rarely works. You'll see more sales and results when you work creatively; uniqueness is an asset. 

A website needs to be at the center of your book marketing program. It's a referral point for other parts of your campaign, notably prospective readers (and book buyers) and the media. You're launching an author's website, but it needs to showcase your books. Each should have a page, and there also needs to be a bio and your headshot as you earn media coverage and post links to it on your website and social media. Fans and followers are impressed; the press will want to cover you after seeing what others have done. It's common to start locally and expand to regional and national coverage as you gain momentum. 

Don't overlook the potential of launching a blog and podcasts. The information on your website can be more permanent, while the blog and podcasts are more topical. You'll post to them more often on various topics connected to your writing and book. You can guest post on other blogs and appear on podcasts besides your own as part of your outreach. Pay attention to audiences because you want to reach your target readers. If you have several target groups, plan your marketing program to reach each one with content they'll appreciate. It may vary from group to group and you can adjust accordingly.