how to market a blog and a soon to be published book

I just wanted to ask something...

If a book gets published who handles the marketing? how do you make the campaigns useful and interesting and authentic? I've heard about B2B digital marketing, is it applicable to book selling as well? Could anyone of you elaborate more about B2B marketing?

I'm sorry if I'm asking a lot of question, it's just that I want to help my friend in marketing her blog and soon to be published booked (cross fingers). I also want to help her on how to drive traffic in her blog, she already have Facebook and twitter. Any more suggestions on what she can do?

Thanks for taking the time to reply. For now we contacted an SEO company to help her get more traffic. As for the book, we're still trying to figure it out.