Which Comes First: Online Marketing Plan ( SE0, PPC, Etc.) or Building Website ?

Disclaimer I am a technical novice, so this is confusing as heck to me. Just random thoughts on building a website.

Which comes first: Online marketing plan ( SE0, PPC, etc.) or building Website ?

Talking with several companies that build websites, they keep this mantra that everything starts with the site. They say build the site over and over and "they will come".

It seems to me the game plan needs to be established first. Where will you be targeting ( SEO, local or more broad, social media, etc.) before the website can be designed to optimize how the website is built ?

Everytime
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