Just years ago you could play follow the leader on-line successfully. In today's Internet you want to become a leader, not a follower. The reasons why most on line businesses fail is due to of a lack of direct marketing experience. If this sounds like you don't worry. That's why they have jobs.
Lets consider what they have in common.
The Internet is a PULL medium. The first step is to attract a prospect. The second step is to convert the prospect into a customer. The third and most neglected step is following up with your existing customers offering additional back end products to existing customers. Customers make better prospects than non-customers.