Sometimes using a much larger already adapted and appreciated software/website can help with the marketing of something people don’t realize they need. Many young companies that became giants realized early on that they would never gain the traction they needed unless they piggy-backed on the coat-tails of a much larger organization. Bill Gates used IBM, Paypal used Ebay, Norton used Windows. You gain an immediate large membership for your product with the prodigious marketing of your parent company supporting you . Instant traction and credibility at very little cost! …And if you really can’t find that perfect corporate match for your product, then find some activity many people have adopted and see if you can piggy-back there. Marketing on the Internet is about tactically developing scale without going broke in the process.