Your tactics become clear once you start to define and segment your markets.  Your desire to grow your audience base gets objective and you start to get closer to your audience and customers because you begin to see them in a more personal way and learn how to speak to them more exclusively.

Defining and segmenting your markets will improve your in-house communication and thinking, will let you better customize your content design and messages, and will give your campaigns, mailings, and general dissemination of material and information a much more effective and cost-efficient result.