Have a blog and join Triberr:
I write posts and my tribemates repost them, increasing my audience. Inform, Educate, Empower are the primary reasons why people use the internet and so it should be the focus on your content. On triberr, join tribes with people like you. You'll be sharing fans who are interested in the same things.
People love free *&^$%. Fortunately, there are sites like Goodreads and LibraryThing, which will let you run giveaways for free. Or if you have a blog or website, you can use the free widget Rafflecopter and run a giveaway on your own site.
I use Twitter mostly, though I’ve heard great things about Instagram. If you need help growing your Twitter, use JustUnfollow. You can follow people who like similar things as you, do keyword searches for your genre/specialty (urban fantasy, Laurell K. Hamilton, etc.). This will help you find the right people to follow.
* Make audiobooks with ACX.
* Make eBooks (you can use Scrivener to create .epub/.mobi files which you’d need for kindle, etc.) Most sales these days are digital sales, so don't make the mistake of having a print-only book.
* Make a YouTube Channel: You can put up your playlists, book trailers, tutorials and so on. Good content is key.
*Digital Events. Live events are fun but digital events are free and they can happen from the comfort of your own home! Pajamas FTW! Host a Google Hangout with doorprizes, Live Q&As, and spend some quality time with your fans!
*Make friends with bloggers--they are great for drawing out your promotion, hosting you, providing interviews, running blog tours and so on. I have to give a big shoutout to all the bloggers who've helped me, particularly Kriss of CabinGoddess, A.B. Shepherd and Sharon of I Smell Sheep--but there were many, many others!
*MailChimp: Run a mailing list so that you can keep/stay connected with the fans you already have and solicit ARC readers when the time comes. But make it worth their time to sign up. Your loyal fans should always be the first to get the news and pick of the prizes.
Remember this is just to get you started! :) What great ideas do you have for marketing your work? I'd love to hear them.