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Network, network, network. Go to places like kindleboards and you will find lots of people with great advice willing to help you out. Even though the site is primarily about helping self-published authors trying to sell e-books, the tips and information is relevant to any author trying to promote a book.
Some of the things that are available there are threads to help tag your book(s) on Amazon to increase the relevance in certain searches. There are also a number of threads from other authors offering to post interviews on their sites or blogs to help you get more exposure. You will also find lists of book review sites that are currently accepting books, and they are usually listed by genre.
To tie into the network idea, you will find threads where authors "Like" each other's authors Facebook page. Don't have one? There's a thread to show you how and explains the relevance of having one. There are also threads on how and why to set up a blog.
If you don't have a Twitter account, then create one and join one of the threads to obtain followers. You will be surprised how many people will retweet your information for you. Just as an example, I posted an interview on my blog with an indie writer and then tweeted it. That message got retweeted 14 times by my followers, and 27 times by the other author's followers!
Create an account at LibraryThing and do a book giveaway in exchange for reviews. I did this and found good success with it. I spent a lot of time following all of these steps for a series of books I wrote under a pen name, and they are all doing surprisingly well. Once I finish writing my next series of books, I will start doing the same thing with the books I've published under my own name.
Now if only I could find a few more hours in the day to do the REST of the stuff I need/want to get done!
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