Marketing as you Write

When I sit down to write a novel my mind is on plot structure, character development, pacing and dialog. Still, it would be smart to consider marketing even as we create our stories. It can help a lot after we finish a manuscript. 

For example, most stories can have a seasonal setting. For example, suppose your story is set in the Christmas season. Die Hard isn’t a holiday movie by any means, but because of the seasonal setting it gets a viewing boost every year about this time. The same could happen to your novel’s sales. That one might be obvious, but the same applies to a story set on Memorial Day, Independence Day, Valentine’s or even if the action is specifically set in mid-summer. 
What if your significant character is handicapped in some way? Or maybe he or she is dealing with a significant illness like epilepsy or autism? Real life reader dealing with those situations are one specific audience you can target and, if you got it right, they will probably be happy to help you promote your book. Or maybe your heroine is dealing with spousal abuse. You probably had to do a lot of research to get those situations right. It’s reasonable to push your book in April (Sexual Abuse Awareness Month.)  What if you’re writing about a military family. You can tie in to Veteran’s Day, Memorial Day and depending on your characters, perhaps Military Spouse Appreciation Day (its May 10th.)
And there are any number of minor holidays that you’ve never heard of. Google what you need and you’ll probably find something that relates to your characters. My own private eye protagonist, Hannibal Jones, is a fanatical coffee aficionado. Next year I’m planning a big push connected to International Coffee Day (September 29).  
While you’re at it, think of other ways you could bring your characters to life. There are ideas that aren’t tied to a particular time or date. Is there a wedding in your book? Maybe wedding boards on Pinterest will get some attention. Is there a birth? You could have fun with a gender reveal. Maybe you’d enjoy interviewing some of your characters. Again, Hannibal Jones maintained a blog for a year, and I think that posts written  by him got people involved with the character.  
So stretch your imagination while you’re writing. In the back of your mind, consider what you can set up in the novel that will make promotion easier when the book comes out.