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Targeted Business Leads - Facts:

Small business marketers need to be more frugal. You should view a iNeb site as another way to generate responses. The Web makes more sense for nail-order sellers, consultants, and others who can serve people regardless of where they live or work. The Web makes somewhat less sense for local retailers who are focused solely on a limited geographical area.

 

For example, Laurel Creek Nursery in Christiansburg, Virginia, has an attractive, green Web site offering plant, landscape and landscape design services, and other products. Owner Jeff Miller says the site has not generated much business, however, because 90 percent of his inquiries come from out of the lo-cal trade area. He's received inquiries from as far away as the Middle East.

Like all marketing decisions, whether or not you start a Web site should be determined by balancing the cost and the expected results. Obviously if you keep your Web development costs to a bare minimum, as is possible with new do-it-yourself software, you won't be gambling much capital on the Internet.

You can afford to take a chance. Miller says his firm got on the Web very inexpensively as part of a cooperative venture in nearby Blacksburg, Virginia. Bell Atlantic, Virginia Tech, and the town of Blacksburg established one of the nation's first electronic communities making Internet service available to nearly everyone in town. Merchants followed by setting up Web sites. But even though more than half of the community uses e-mail and the Internet, few have found the Laurel Creek Nursery site.

 

By contrast, Linda Abraham's business doubled when she started a Web site. The Santa Monica, California, writer and editor has a novel service. She helps write application essays for people interested in going to graduate school. Through her simple site, http://www.accepted.com, she provides information on how to write applications for law, medical, business, and graduate school and she promotes her services.

 

"Eighty percent of the site is advice," she says, "and 20 percent is promotion. You have to have value on a site for people to want to go there." Abraham's service is well suited to the Web. She serves most of her clients via e-mail and the telephone, so she can help potential grad students from Boston to Anchorage. And her clients find her, she says, because they're already online and know how to do the searches that turn up accepted.com.

 

Many of her clients, she says, are engineers and accountants, Web-savvy professionals who have the money to afford her services.

More about Targeted Business Leads.   See also: Marketing Postcards and Marketing Services .

Response Makers - Targeted Business Leads