Know your audience

It's hard to imagine establishing profitable, long-term customer relationships if you don't know who you're selling to. Your online marketing program should be aimed at a specific group of people with specific needs. The beauty of cyberspace is that people sort themselves into convenient discussion groups or other communities by their interests. It's fine to put up a web site that anyone can access, but if you're not reaching out to specific mailing lists, discussion groups, or forums on online services where your customers are most likely to congregate, your customers may never learn about or find your web site.