In addition to Nemek:
Forums: find forums, that are related to your sites topic. Engange in a relevant and useful way. Put a link to your site in your profile. Promote special content (articles, lists, funny stuff) in your profile.
Blogs: Comment on related topics, but don't do the regular "Great article, thanks" stuff. Contact the author, ask for a guest article.
Twitter, Facebook, LInkedIn etc: Create a profile with your brandname (twitter.com/brandname) and link to your site. You might want to use a service like http://knowem.com/
Google Places: Create your places profile and link to your site.