Know-How Exchange : E-Marketing

First, you have to really zero in on who your prime target audience will be. The more specific/narrower the target, the more likely you'll be able to reach them effectively.

Then look at where your revenue comes from. Who is paying the bills? What is it they need/want from this? If you're getting most of your revenue from advertisers, then you need to understand what your advertisers need. If it's from subscription fees, then you need to understand what your subscribers need.

Then determine your positioning. How do you want to be perceived by your prime target audience? What's in it for them to do whatever it is you want them to do? What makes you different from, and better than, competition?

Once you have the positioning down pat, it's time to develop a marketing plan that covers all the elements of the traditional marketing mix.

Don't make the mistake of developing a product before you understand the target audience and its [unmet] needs. That's inside-out thinking, and it usually ends up with a mismatch between what the target audience wants (and will pay for) and what you think they should have.