Complete beginner in need of help

Having finished my sci-fi action adventure novel, and found a publisher to print it. I now feel all the easy work has been done. It seems that now I need to market this book myself and I have bought marketing equipment and book signing materials at a cost that was higher than expected. Now I have all the equipment and the book, all I need now is to get it out there, so to speak. any ideas that you might think of or used to help would be so greatfully received.