So I take it would be a waste of my time then?
Mostly, yes - you need to go into this knowing that whatever you promote within an endless medium like the internet -
1. The results are never what you think they'll be
2. Using old methods are often very time-consuming
3. Most of what's mentioned on forums is SEO and not true marketing
Marketing is the anticipation and fulfilment of a consumer need, and nothing to do with Joe Bloggs web designing his site at all.
Its about knowing the market and reaching it, so placing your site in an untargeted media such as a General engine who's only goal is to serve everybody, cannot possibly direct enough of the right traffic to you.
The major search engines are not platforms or tools geared for individual businesses - they are Mass feeders of information, no good when you want to reach your customer segment. Market segmentation is very in, there's bound to be a lot of highly targeted portals out there that will reach direct with the right customer - find them and buy ads on them.
SEO might be free, but its results are unfocussed and there's no point in getting a bunch of visitors to your site and them not making enquiries nor buying from you. Major search engines sends the visitor to the wrong website a lot of the time, and that wastes their time.
The search results these days are awful - they need a code book to decipher whether its the right site for your needs, or whether its just a keyword jammed webpage. You wont know until you click it!
-- not exactly a 100% accurate map of direction.......