I can’t really give you a silver bullet on marketing the site. The marketing is going to be dependent on who your target audience is and the product/service you’re selling.
You can use search engines to pull in clients. This article I wrote can help you understand some of the basics of Search Engine Optimization (SEO) – Websites that work for Small Business
You should also be thinking about your marketing this way… Facebook is a great place to advertise if you’re trying to reach college students. It’s a really bad choice if you’re trying to reach people looking for retirement housing (although there has been some noteable growth in the 55+ demographic). Not that you can’t target your ads at Facebook to reach the people you’re trying to reach, it’s just might not be a grand slam.
Instead, think about your marketing in traditional terms and then translate that to an online medium. You’ll need to clearly define who opens their wallets for what you’re offering. Then you’ll test market, and refine the message until you’re pulling them in left and right.
If the site is simply content and you’ll generate revenue from adverts, you’ll still need to do the same process so you’ll know who your reader is and what advertisers will pay you to be in front of those eyeballs.