When deciding how to market a website, the decision must be made on whether to focus on SEO (search engine optimisation) or PPC (pay per click) methods.
Many people started with SEO, or stick to straight PPC.
Why not try starting with SEO in mind, and driving a bit of PPC traffic to it, to see what your conversions are like at different keywords.
Once you find some winning keywords, you can attack those keywords properly using advanced SEO techniques. This way you do not waste valuable time and resources going after keywords which will have a low conversion rate, ultimately not worth trying to rank for.