A recent trip to Book Expo America revealed some interesting tidbits about expenses an author may incur when promoting a book. One author who had self-published a novel confided that he had spent ten thousand dollars for books and promotional items, with the hopes of getting his material to interested booksellers!

For top book publishers, ten thousand dollars may seem a mere drop in a bucket, but for the freshman novelist published through a smaller press or by alternative means (self-publishing or eBook production), there may not be that much in the budget to launch an attractive PR campaign. If you fall into this category, though, there is no reason to feel discouraged. There are actually a number of ways to advertise your book to your target audience without spending a lot of money.

Here are just a few examples of how an author can use the Internet to spread the word without breaking the bank:

Website: It goes without saying that any author with a book to sell should have his own website. Just the simple act of setting up one page with a picture of the book, a synopsis and excerpt, and purchase information can work wonders for increasing awareness. The best part is that an author need not spend thousands of dollars to set up a site.

Find a budget host that offers webspace and URL registration in one package. Having a URL of your name is very important, as it helps to certify your name as a brand associated with your fiction. Many budget hosts offer simple access to build a website, so if you are not HTML savvy you can still construct something that is attractive and effective. Relevant content and META data helps direct search engine attention to your site, and as you write more you can add more pages for promotion.

E-mail Newsletter: Even before your book is released, you can drum up publicity with an e-mail newsletter. Once a month, design content about your book and related areas of interest, include anecdotes and recipes to share, and offer a drawing or contest for prizes. Starting with friends and family, you can build a steady readership and solicit more subscribers through websites and forums dedicated to your genre of fiction or non-fiction.

Newsletters as an opt-in marketing device are non-intrusive and offer the reader great incentives. They also imprint your brand in the memories of readers, so if your book isn't bought right away it will definitely be remembered for eventual purchase and recommendation.

Mailing List: In addition to a newsletter, you may want to consider hosting a mailing list or message board relevant to your books and the themes they cover. Say for example you have written a non-fiction book about cancer survivors. Why not host a forum about surviving cancer? As you attract new members, you have a built-in, constant promotional tool for your book. If you are a romance novelist, a mailing list or message board is a good way to glean from readers what they like to read in romances. In addition to a captive audience, you may find inspiration for future works.

Mailing lists are simple to set up through third-party sites like Topica and Yahoo. Message board software is also easy to obtain. Or, if you do not want the added responsibility of coding, you can set up a forum through a third-party host. A daily or weekly check of message keeps your profile active.

Chats: Regular chats through third-party book websites may be handy in keeping your name imprinted in the minds of readers. An online chat brings you closer to readers and gives you the opportunity to attach a "voice" to your website and work. Entice readers with a prize giveaway at chats. You may find your generosity goes a long way toward sales.

Website advertising: Unlike print advertising, banner advertising has the option of being animated. Plus, it is reasonably cheaper than placing an ad in a magazine. Look around websites relevant to your book's topic and consider purchasing a banner or button graphic linking to your book. With many sites, you may only need to pay per click-through to your site, which in the end is quite cost-effective.

Articles: Don't just be an author, be an expert! Why let your writing expertise end with the book, when you can supplement your knowledge in articles to third-party websites? Writing articles relevant to your book's topic can help improve your site's popularity in search, as well as introduce new prominence to your name. As you submit articles to databases like eZineArticles.com, other websites will collect your information and spread it to a wider audience, increasing the chance of click-throughs to your website.

From websites to e-mail advertising to building your expert status, there are many ways to cheaply promote your book. Invest the time instead of money, and you just may see a great dividend in the way of book sales.