There are a lot of different ways to market yourself. Note I said market yourself not advertise, there is a difference.
With an advertisement (most of the time), you're looking for an immediate response. Whereas, with marketing, you'd like an immediate response but you realize you need to get your name out...build your brand so to say.
So many people will tell you how not to do it (e.g. don't do CL, don't do Facebook, etc.). Honestly, if CL works for you, then go for it. Some people find things to work which others may not find works. So don't totally discount ideas without some investigation.
I recently moved from NJ to FL and am now reinventing myself and my business down here. It's (basically) starting from scratch down here. How am I doing it? Here are some things I've been doing:
-Networking groups--you'll meet lots of people this way. You may build some good relationships. You just need to be able to talk about what you do without rambling. Figure out how you'd tell someone what you do and make it short and to the point. If you're not to the point, you'll lose them.
You also need to know why someone should do business with you rather than your competitors (or nobody). This is an important concept and something you need to think about. Telling someone, "Because I take better photos," just doesn't mean anything to most people. You need to come up with tangible reasons.
I've been involved in various networking groups over the years. The biggest mistake new people in these groups make is expecting to go in there and get a ton of business. It just doesn't (usually) work that way. You have to build a relationship, show you know what you're doing and that you're serious about doing it before people will refer business to you. You also need to refer business to them so learn to be a good referrer, it'll get you business...I promise.
-Facebook--I use my Facebook page to post what I'm doing, information, etc. You need to be in front of someone when they need/want what you offer. Since you don't know when that might be (usually), you need to constantly be there (just be careful about being annoying). This goes for ALL types of marketing to be quite honest.
-Get involved--have kids in school? Get involved with the PTA. Volunteer for helping out with various things. Have kids who play sports? Do you do sports photography as well? If so, show up and shoot. Volunteer to coach. You'll meet the other parents and you'll have a chance to talk about what you do.
My sons are in a school which just had a fall festival this past weekend. I volunteered to set up a photobooth as a fundraiser for the PTA. I charged $5 per photo and am donating half of that money to the PTA. Not doing this for the money, rather, the exposure. I had flyers and cards to hand out. I expect to get some business from it. I've have had some parents come up to me in the days since to say they plan to schedule a session with me--this may or may not happen but that's not the point here. The point is, these people now have seen me, know what I do and have even seen me doing it! Also, the school is allowing me to put out a flyer to ALL of the students for my services.
-Build an email list--the key to getting regular business is about being in front of the customer(s) at the right time. An email once a week (or so) is an easy (cheap) way of staying in front of potential customers. It's also non-invasive. I use mine along with my FB page to let people know what I'm doing.
-Stop looking for business--yes, I said stop looking for business. Start looking for referrals instead. Think about it, how many sessions can you do for a family? But how many people does that family come into contact with who may be able to use your services? Google, "referral based marketing," and you'll find lots of info on this. You'll be surprised at how much more business you'll wind up finding once you stop looking for it and, instead, looking for referrals.
An example of this is don't send an email soliciting business, rather, send an email and tell your list about a great senior session you just shot or a tough situation you were able to power through and get great shots. I may not need you to do that sort of thing but I may know someone who does need you. Trust me, it works.
Sorry to ramble on a bit. I have been in sales for 18 years and I see so many people (not just photogs) making the same kinds of mistakes when trying to build a business. It's not about the sale, it's about the referral.
There are many other things you can do but I just wanted to give you a few quick examples. I think you get the idea.
Hope this helps and good luck!