I'm a technical founder living in San Francisco. I am good at what I do, but I hate, hate, hate self-promoting. Am I doomed, or am I still able to build cred in my field?
One recommendation is to productize your knowledge into Self-help, How-to, or Useful Tips to your target market or clients. By providing them valuable (free or inexpensive) articles, blogs, videos, or online training classes - you are creating a marketing strategy built around your brand and expertise. Make sure the tips are in line with your marketing brand. Make sure to be collecting contact information (via opt-in boxes). Make sure to use your articles (etc) to promote your other products.
I have two ebooks on the topic "It's a SNAP" - (Social Network Assistant Process" and "Leverage Links". They outline how to tie all of these things together in a repeatable and easy process. Let me know if you would like a copy of the ebooks.