Short Answer – All Year Long!
If you know exactly what I mean, feel free to skip the long answer.
Long answer – Book marketing is not a one-and-done activity. It’s a process. Many authors view book marketing as a sprint, a race against time. In reality, it’s a marathon.
99.9% of the books published will never become bestsellers. But, quite often non bestsellers sell more copies than many bestsellers do over a lifetime.
Surprised? Don’t be.
Marketing done consistently over long periods of time will sell more books than marketing done in small bursts once-a-year.
Many authors start marketing their new book a month or two before the book launches and end their marketing campaign a month after their book is launched. Then they forget about marketing until their next book is due. The “new book” quickly becomes the old one and often forgotten. I call this injustice; to you and to your book.
Actively talk about your books and your writing process all year long. Connect with your readers online and offline. There are many experts out there who will tell you that you HAVE to be on social media, you HAVE to do Facebook Live, and you HAVE to write a blog every week. I say, not really! Do what works for you. Identify the ways you best connect with your readers and go do that. If library events help you do that, do library events. If book signing events help you do that, do a lot of book signing events. If Facebook helps you bond with your audience, get on Facebook. If you do well on audio or video, start your own podcast or a YouTube channel.
Point is, there is no one-size-fits-all formula when it comes to connecting with your audience.
Do what works best for you and your audience.
But do it on a regular, consistent basis.