As you may have heard, your book is not likely to sell itself. Marketing and publicity is hard work. The whole secret is to determine who your target readers are and how to get in front of them (in a non threatening way, of course). So, even if your book isn't out yet, you should start promoting now.
As I blog about marketing and publicity, I'm going to share everything I've learned in my experience over the past few years. I’m far from an expert, but I know my efforts have made a difference in the success of my novels.
The first thing you should do is sit down and brainstorm. Make a long list of things you’d like to do. Website, postcards, bookmarks, T-shirts, influencer copies, etc. Take your time and keep this list handy so that you can add to it when you have new ideas and refer to it when you have a new novel coming out.