Know-How Exchange : E-Marketing

Have you thought through your positioning and value proposition? That's where I would recommend you start.

"Small businesses" is a pretty big target audience. You might want to narrow that and be much more specific. For example, why not start with those located within 50 miles of where you are? It's a lot easier to generate interest when you have a narrower target.

You might also want to figure out what benefits your target audience wants. I'm guessing that they're not walking around asking everyone if they know of someone who can create a custom 3-page website for $450. Figure out what they WANT and see if you can deliver that at a price that makes sense to them.

Said another way, you're trying to cram your service down the [collective] mouth of a very broad target audience, and that's not going to be easy. Look through the other end of the telescope and see if you can satisfy an important unmet need of a narrow and very specific target audience.

Good luck.

You're really looking for small businesses that don't have websites: i.e., startups.

Michael's right - continue to focus your marketing attention in the SF Bay Area. Consider teaming up with SCORE and/or SBDC to offer their clients your discounted services. Consider offering a class for startups (marketed by them) for small businesses: how to create a great online presence (which is more than simply having a website).

Startups can be found by recent FBN (fictitious business name) filings in the local counties. Consider contacting new filers to offer your special.

Your local Chamber might be also interested in teaming up with you, especially if you provide them with the referral fee. My experience is that if you're a member of their Chamber, they're more likely to be open to the agreement.

For having mass audience for small business, you must have a website in which you can promote your business properly.

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I think one of the best forms of advertising for a web design company is the have links to your site from all of your clients, web design by ..... . I looked at a bunch of your "Businesses We Have Helped" and did not see links to your site. One of them had a link to the design company, but it had a different name than your site.

Establishing links to your site lets people know that you are confident in your work. It also helps get you incoming links which will help your page rank.

I would also suggest providing some business cards to clients you have helped that are satisfied with your work. Ask them if they would be willing to recommend your service to others. Happy customers are the best advertising. There are many web designers out there so personal referrals will be some of the best PR.

I would include client testimonials on your site. Something that makes if more personal. People would like to know that your past clients are satisfied. You may have quotes you can use with permission or you may have to actively solicit for testimonials.

I hope this helps.

Mike

Dear Sosofresh,

We first need to figure out your actual offering and target market. At 199$ a pop, you are aiming at the template website market, than actually creating a website for the client based on research, competition analysis, etc. Which is ok, maybe the client you are looking for just wants a website to list on business card. So that's your niche.

Going forward, obviously this is a market that consists of businesses not already on the web and you need to market to them cheap. I would go with a local copy of the yellow pages. Call up the businesses lsited there without a website and offer them two differentiators - Speed and Low Cost. You should be able to offer them a website which will be ready in a couple of days at a price which no other web design company in your area can match. Match this offer with a "Limited period only" disclaimer and perhaps this is something that could work for you.

Hope this helps.

Clive Fernandes
Clive Fernandes Consulting