How to Market Your Web Business Locally
Copyright 2002 Herman Drost
Since you may spend most of your time on the Net with your
business, you may overlook the significance of finding highly
targeted customers in your local area. Why should you bother?
Isn’t it easier to just do all the marketing from your computer without
getting your hands dirty?
Well, let me share with you some of the reasons why you should
try this method:
1. Highly Qualified
Chances are, that you live in a small town
in a big city, where you may run into the same people
throughout the year. It may be at the local bookstore, church,
coffee shop or supermarket. Many folks are always starting up
new businesses, looking for a new one or searching for some
residual income.
2. Easily Accessible
They live in the same neighborhood, so you
can easily meet them, build great friendships and share your
ideas about your business. Networking with others is one of the
key factors to a successful business. I find this especially
true, when I need help in an area of business I have limited
knowledge in. If you are the sole proprietor of your business,
networking is a must in order to survive and prosper.
3. Builds Your Reputation
Fast If you provide a good product
or service, are a person who can be trusted and get
recommendations from satisfied customers, you can begin to build
a strong reputation in your local area as THE person to do
business with. After being on the Net for several years, I find
word of mouth still gets me the most customers. This saves a lot
on advertising costs.
How to Find Your Local Customers
1. Get a list of new businesses – these
are people who are generally more open to new ideas
and services than established businesses. You can get
lists of new businesses from infousa.com.
2. Join local organizations - one of
the most active business organizations is the Chamber
of Commerce. Joining them (for a small yearly fee) helps
you to network with others in your town those also own
businesses. Often they refer work to each other. They
also hold meetings, do fundraisers and hold fairs, where
you can introduce your business to the public.
I often get business from my local church – a great place to
make strong eternal friendships. There may also be interest
clubs in your area of expertise. You can also start up your own
interest club on Internet Marketing, Nettrepreneuers etc.
Holding small meetings, giving presentations, inviting guest
speakers, will all contribute to the building of your club or
organization.
3. Local bookstores - go to your large
bookstore in town and search for publications related
to your field of interest. While there, you may run
into others that are reading the same magazines or books.
Strike up a conversation with them. These are definitely
highly qualified customers. While there you can also
research your targeted publications.
4. Ads in local publications - your
local newspapers and magazines provide readership to
possibly millions in your area. By placing a small inexpensive
ad in a highly targeted area of the paper, you will
get many leads.
The yellow pages are a more expensive way to go. I still go
there immediately when I need something quickly, like a plumber
or electrician. I find it still faster than researching the Web.
A well-placed ad can produce many local clients for your
business, throughout the year.
5. Press Releases - sending a Press
Release to your local newspapers may have more of a
chance in getting published, than one which is sent
around the Web. This is because local papers are always
looking for human interest stories and events. Therefore,
focus your release on how your business will benefit
the community, to make it stand out from the others.
Get a free interactive press release builder at CanadaOne
6. Postcards - send out 10 postcards
each week to a highly targeted list in your area. You
can get a list of businesses from the yellow pages or
Chamber of Commerce. Postcards only cost 23c in the
USA to mail. Write a few strong benefits on the card
and a contact number and return address. The beauty
of this method is that it is low cost and people can
see your offer immediately without having to open an
envelope.
7. Web Decals - get your web site address
in front of everyone by placing a web decal on your
car. I always read bumper stickers, especially when
stuck in traffic behind someone. Park in the most visible
location when shopping. Try to make your message very
attractive or humorous – it’s great free advertising.
8. Business Cards - always carry around
your business cards. Introduce yourself at parties,
meetings, and organizations or while standing in line
at the store (if you aren’t shy). You are always running
into people everywhere, so keep those cards handy. You
can get 250 FREE full color business cards from Vistaprint.com
(a good place for post cards also).
Tip – use your ad as the first step
in contacting your customers. It often takes several
steps to win their trust and make the sale. Place the
most prominent benefit(s) of your business in the ad
with a web site address and telephone number. Following
up on these leads is better than trying to make the
sale with one a one shot ad, where you try to make the
sale immediately (thereby losing your customer forever).
Incorporate local marketing for your business in the next few
months of this year. Add it to your marketing arsenal, together
with Internet Marketing. You may be pleasantly surprised if you
do better. If not, you still benefit by building new
friendships.
Herman Drost is a Certified Web Site Designer (CIW),
owner and author of iSiteBuild.com
Affordable Web Site Design, Hosting, and Promotion Packages.
Subscribe to his “Marketing Tips” newsletter for more
original articles at: subscribe@isitebuild.com. Read
more of his in-depth articles at: www.isitebuild.com/articles
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