When you create a site, it is like putting up a business. That means you have to be equipped with market studies - knowing the potential audience of your site. If your planned website has no substantial number of potential viewers then what's your direction? In promoting the site, you also have to employ a strategy and a schedule that starts from the pre-launch, launching and ends after 1 year of futility maybe. In short, you need to make a business plan for your site before you create it.