Whether the foundation of your business is bricks or clicks, the foundation of your marketing strategy absolutely MUST be a thoughtful and thorough analysis of, and development of profiles for, your target market.
Without an accurate appreciation for who your target customers are and what they need, feel, wish for, respond to, are turned off by and are willing to pay for, you have no way of knowing how to present your product/service to them so they'll respond with a decision to take the action to purchase it.
Commit to stepping back from your operation for a few hours (on a regular basis) to sit quietly and reflect on who your present and potential customers are; what need your product/service fills for them (and be brutally honest with yourself here - if you can't come up with an answer that satisfies you, then it's time to completely rethink your product from the perspective of the customer); and how you can best open a dialog with those customers to begin developing the mutual relationships that will pay off in sales now and loyalty forever.
For a thorough and enjoyable look at developing buyer personas and some great inspiration for marketing effectively online, take a look at David Meerman Scott's blog:
and his books, "The New Rules of Marketing & PR" and "World Wide Rave."