Marketing for a small press book launch is usually borne by the author. Actually even if you're with a larger publisher, you likely have to do your own marketing. Publishers are busy promoting the publishing house first and their biggest authors second (you as a first time author, unless you're Bill Clinton, won't qualify).
There is a trade off in marketing. Time vs Money.
There is plenty of free promotion out there. My blog buddies, Single Ma at Fabulous Financials, Nina at QueerCents, Money On My Mind, and Blunt Money, kindly let me guest post for free. I also wrote articles for submission sites and distributed ePress releases. A great part about these free promotions is their permanent nature. The posts will be there until the end of time (or the blog). However, all this cost time (why I've only guest posted at blogs I greatly admire).
On the other side of the spectrum are the paid spots. I paid for banner and cover ads at most of the biggest romance sites. The most effective advertising per dollar (based on traffic)? Hands down, Adwords. A must for any serious site owner.
I did minimal schwag (pens 'cause I lose a lot of pens and figured I might as well lose my own). The main reason was so I had something to contribute to romance convention loot bags, giving back to the community and having an excuse to talk to the influentials organizing the bags.
Is it working? Slowly and not enough to pay back on this first book.
