This is the $64,000 question.....There are so many factors that come into play here - competition, relevance, SEO, SEM, content marketing, and the list goes on....The bottom line is that "if you build it they will come" never ever works. A rule of thumb, whatever your development budget is, double it for marketing. You have to tell your story on multiple channels to educate, inspire and engage your audience. So many companies fail because they spend all their budget on development and forget about marketing.... my .02 cents....