Online advertising won’t work much better. Banner ads suck – no one clicks on them. Search ads are great for one-off visitors (or if you’re actually selling something and then they’re an arbitrage play), but won’t convert to organic visits. You’re buying your visitors literally one at a time, and that’s no way to build an audience.
Search engine optimization is an option, but a limited one. Sure, you can likely scrounge together some visits and show some growth but you won’t build direct traffic or a direct audience through it. To make matters worse, even long-tail queries—think “daily vitamins for German Shepherds”—can be very competitive. Only Wikipedia has pulled off the trick of building a leading Web property through SEO, and they needed 2% of Google’s total traffic to do it.
If you are an established media company, your offline brand probably won’t translate into a large, ready-made online audience. The web is an entirely different medium, and old brands have lots of trouble translating. Just ask the newspapers and magazines how their online brands are doing.
Stealing the competition’s audience doesn’t work online. The two traditional ways of stealing market share – price competition and convenience – don't work. Media on the web is free and every site is literally one click away. Product is the only way to build an audience. And the product you build has to deliver a unique experience. And that’s no small feat.
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