Marketing Your Picture Book: What You Can Do Before and After Publication
You’ve written a beautiful picture book manuscript. Maybe it’s been acquired—or maybe you’re still in the submission trenches. Either way, it’s never too early—or too late—to start thinking about marketing.
Marketing can feel intimidating for picture book creators, especially since our books are geared toward young children, but our buyers are adults. Plus, we’re writers and artists—not salespeople. But here’s the good news: marketing isn’t about pushing a product. It’s about making genuine connections, building relationships, and sharing your passion for your work.
Whether you’re pre-publication or post-release, there’s a lot you can do to set your book up for success. Let’s break it down:
Before Publication: Lay the Groundwork
1. Build Your Author Platform
This means creating a visible, accessible presence—online and in real life. You don’t need to be everywhere. Pick one or two platforms that suit your personality (Instagram for visual storytelling, for instance, or a newsletter for deeper connection) and show up consistently. Offer value. Share insights about your process. Celebrate other creators. (See my post on Author Platforms for more info.)
2. Develop a Brand
Think of your author identity as an extension of your voice. Are you funny and whimsical? Thoughtful and poetic? Your website, bio, photos, and social posts should all feel like you. Consistency builds trust—and recognition.
3. Start Gathering Your Community
Join critique groups, participate in challenges like #PBParty or #PBPitch, attend conferences, and connect with educators, librarians, and fellow creators. These relationships will be invaluable when your book launches.
4. Create a Mailing List
Even if you don’t have a book out yet, you can start collecting email addresses via your website or events. Offer a freebie—like a downloadable activity sheet or a behind-the-scenes look at your process—in exchange for signups. Your newsletter will be your most direct line to your readers.
After Publication: Spread the Word
1. Celebrate Your Launch
Plan a launch event—either in person at a bookstore or library, or virtually via Zoom. Read your book aloud, answer questions, and maybe offer signed copies. Invite friends, family, educators, and the community you’ve been building.
2. Pitch Yourself for Author Visits
Offer to do readings or workshops at schools, libraries, bookstores, or festivals. Tailor your presentations to the curriculum or local needs—and highlight how your book can be used in the classroom.
3. Engage the Gatekeepers
If you are being traditionally published, your publisher should take care of this piece – but if you are self-publishing, or even as support to your publisher’s efforts, send review copies or e-galleys to teachers, librarians, and bloggers who specialize in children’s books. Provide easy-to-use resources like discussion guides, activities, or classroom tie-ins to make their lives easier and your book more appealing.
4. Consider Hiring a Publicist
If resources allow, and if the idea of managing all the promotional pieces feels overwhelming—or if you simply want to give your book the best possible launch—it may be worth hiring a publicist who specializes in children’s books. A good publicist can help secure media coverage, book blog features, podcast interviews, and event opportunities that might otherwise be out of reach. They’ll also help you shape your messaging, refine your press materials, and keep your outreach organized and on schedule. That said, publicists can be costly, so weigh the investment carefully and be clear about your goals. Sometimes, a short-term campaign around launch is all that’s needed to create momentum. One esteemed company with expertise in children’s books is Blue Slip Media.
5. Keep Showing Up
Continue posting about your book and your journey. Share fan art, reader reactions, and behind-the-scenes peeks. But also post about other books you love, writing tips, and life as a creative person. People want to connect with a human, not just a book promotion machine.
6. Ask for Reviews
Encourage readers (gently!) to leave reviews on Amazon, Goodreads, Bookshop.org, and elsewhere. Reviews boost visibility and help your book reach new audiences.
Remember…
Marketing your picture book isn’t about being flashy or aggressive. It’s about creating a meaningful presence, nurturing relationships, and letting your passion shine through. When you approach it with the same care and creativity you bring to your writing, it becomes not only effective—but fun.
