It can be uncomfortable and, for some, it brings up feelings of inadequacy, but there's just no way around it. You are going to be a more productive marketer if you ask for help.
And here's a secret for you. There are probably a lot of people out there who want to help you, but don't want to offer because of their own fears and insecurities. They are just waiting for you to ask.
So what should I ask for? Anything! If you're going to be in a new town for a signing, ask for lunch recommendations. Then ask the people who gave you recommendations if they want to join you.
If a fan tweets about your book (see why you want a hashtag), after you say thank you, ask if they would be willing to leave a review on Goodreads or Amazon.
If you see a site filled with your core group of readers, ask if you can write a guest post.
The lesson here is don't wait around for people to approach you to make things happen. Nine times out of ten, they won't do it and you'll be left with nothing but a missed opportunity.
For today's task, think of something you've been wanting or have a hankering to do. Now ask for it. Don't wait. Don't take four days to craft the perfect email and then save it to the draft folder until the timing is right. Ask today. Make it happen.