Find Your Own Path
When it comes to building an online presence the best way is to bring something unique to the table which no one else does or has done in the past. This is not easy and there are not many people who can achieve it, but if you can find that special area where you are unique and bring valuable content to people, you will have a great following.
To get ideas about how to make your product/website unique, check out your competition and see what they are doing. If they are all very formal and cold, perhaps you can be informal and friendly and make people feel welcome. Maybe this change will draw people towards you. Or maybe there is a way in which you present that can be made unique, such as giving away your best kept secrets about how to succeed at a particular task so that people appreciate and respect what you are doing for them.