Your marketing simply has to be relevant, in order to appeal to your target audience. It has to resonate with them, showing them that your products are going to be suitable for them, and that they are something they should take notice of. This is not an easy task, but actually, it is going to be easier for you than anybody else, because you will know your audience so well.
You should work in conjunction with a good web marketing agency, who can help your to really drill down into your audience’s wants and needs. They might suggest some market research, which could be conducted using focus groups. They will also usually carry out online research, looking at others in your market and tracking website traffic and conversions to see how people behave when looking at you online. This gives you a very good foundation for your marketing and targeting it to the right people.