Offer hands on demonstrations on riding or activities such as shoeing. Create a newsletter that has informative articles, information on upcoming events, etc. Have brochures and other information available that potential clients can walk away with. Connecting with your local extension service is another good idea. Not only do local 4-H club kids look for lessons, but leaders as well.
Many people call the extension service to ask for coach referrals.
The idea is to get your business name recognized and thought of every time a person hears about horseback riding activities. The expense is usually minimal. Another option once you've built up your own riding clientele is to have your own schooling shows open to other riding facility students. Clinics are also a way to drum up business, but the expense of hosting one can sometimes be a bit more expensive and time consuming than you're ready to commit to. If you do an activity such as this, make sure you plan well in advance and do it well.