The following article contains good introductory information suggesting how to use a web site, a blog and other internet services to make members of a wider audience aware of your services. Typically though, in contrast with the more familiar "push marketing", your emphasis will be on activities that are somewhat more like "giving" and less like simply touting the value of whatever it is that you have to offer.
Push Marketing V.S. Pull Marketing: Using Both Strategies to Promote Your Site
Becoming a member of LinkedIn and taking the time the answer other members' questions carefully is obviously one way of doing "pull marketing".
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