The Digital Business Start-Up Workbook: The Ultimate Step-by-Step Guide to Succeeding Online from Start-up to Exit

Pick ‘n’ Mix

In order to get your messages in front of the right people, in the right places at the right time, you first need to understand who you are targeting, where they go online and what their needs are at any given time. You will already have a firm grasp of your audience having researched your market, written your customer profiles and got feedback from potential customers during the planning stage (see Step Three). Now it’s time to put that information into use and draw up a list of places your customers frequent (from publications and blogs they subscribe to their favourite relevant sites).

Secondly, in order to decide which ingredients to put into your marketing mix, you’ll need to consider your own needs and define exactly where ...