This really sounds like an obvious–and dumb statement. But a lot of companies I come across who are looking to make stake their claim online think that if you build it, they will come. Well they won’t. Not because they think your product sucks, its because they don’t even know your product exists. The web is an ocean and your a grain of sand. It takes promotion and lots of hard work to exist. Not only do you need to be found by people; you need to be found by Google. It can happen with some work, but do your research.
Need a place to start? Here is an amazing resource by SEOMoz.com. Give yourself a weekend and come out an internet marketing brainiac.