Definitely marketing is the most important aspect of self publishing. A ghostwriter writes a story or an experience, it is his baby, and it is what he thinks but to draw the reader towards it, to convince them is all together a different art, famously known as “Marketing”

In the olden days one had to shout on the top of their voice to be heard to the world but now in this seamless global mankind ,advertisement is of primary importance therefore it is best to entrust your book in capable hands of good self publishing company. Marketing strategies are best developed and planned by the experts. There are lots of things that go into marketing the book in the right way. First one has to pin down to the target audience and then develop unique and extraordinary ideas to promote that.

Finance plays a vital role here. You can go for full fledged marketing strategies like a grand press release or a TV interview. But there are other economical ways also for the first timers, like internet advertising, radio interviews etc. 

Depending on your budget, the self publishing company will go ahead with the planning of marketing strategies. It is commonly said that you should allot 20% of your total budget to marketing of the book. Infact the best advice is to start preparing grounds for advertising the book, even before it is published. Remember J.K Rowling and Harry Potter, it actually is a true story of right marketing strategies.