Who is your target group and where do they hang out online? In B2C, the fun starts once you're beyond the obvious choices. Let's say you're in the fitness for

Who is your target group and where do they hang out online? In B2C, the fun starts once you're beyond the obvious choices. Let's say you're in the fitness for women market. The obvious channels would be fitness-related forums or blogs. They are also easy to copy and that's where everybody else tries to place their products. In addition to these channels, try to think of situations in your customers lives that lead to choosing your product eventually. Maybe that'd be people who just became vegan. Or women who rethink their birth-control. Or people who just ended their relationship or started a new one. These are situations where people are also open to re-think other choices in their lives and a fitness program for new vegans might fit their needs perfectly and chances are that you're the first one to piggyback on this specific channel. The next step would be to identify available resources in that area and create marketing material that fits those channels perfectly. Obviously, you should deliver value with your stuff to the people who frequent this channel and not just dump your product name everywhere.