Regardless of whether you decide to go the traditional publishing or self-publishing route, you will need to create a marketing plan. You'll actually need to create one for each book. Gone are the days when publishing houses would sink money into advertising every author they publish. Unless you are an already known entity (James Patterson, Nicholas Sparks, Stephen King, Nora Roberts etc.) you have to do the work yourself.
Some publishers even ask you to submit a marketing plan with your query, synopsis and manuscript. They want to see proof you will work for them (promotion), not the other way around.
I’ll be honest. I’ve never created a marketing plan. I’ve been researching them online so I can create my own. I have been generally dissatisfied with the information I found. However, I do want to share three promising posts on the subject.
If you’ve found some great references or don’t mind sharing your own marketing plan, please leave a link in the comments.
Happy writing and good luck marketing!