Squidoo lens should be easier to promote if compared to a completely new website with your own domain. People would normally link to your site without you ask for it if you have good content. Just make sure that the content is updated regularly and try to get some relevant backlinks to your squidoo lens. Network with the people who are writing content similar to your lens.
Squidoo is still in a lovefest with Google, I would suggest getting some backlinks for lens directories, etc. and then join Squidoo groups to steal some internal link power.
Hey I am squidoo lensmaster. Promoting squidoo lens is easy but expecting result can change. see my signature both will be helpful to you. Join group and also join Squidoo MArketing Submit in social bookmarking website. Do blogging on squidoo lens topic
Social Networks work best for my squidoo lens. Twitter, Digg and StumbleUpon brought me the most traffic based on stats