Advertising a Local Start-Up

"I intend to start an e-business by setting up a website in the field of accounting and tax. My first concern is how to inform prospective clients about my website. Should I: (1) Get their e-mail address and send them a hello message from the new kid in town? Or (2) advertise my website through different media?" -- Dan Botea, B&D 68, Rumania

Since most accounting and tax businesses are limited by region, you'll probably want to focus on local prospects. Strictly speaking, an e-business is a business conducted primarily or exclusively via the Internet. I presume yours is a local business that you'll be partially marketing via the web -- which is quite legitimate and can be very effective. It's expensive to rent permission-based e-mail addresses for a specific region (perhaps $100 to $300 per thousand), so probably other media would be better when you're getting started. Consider purchasing ads on local portal sites sponsored by newspapers or TV stations or Google AdWords that are limited by country and language. If there is a local e-mail newsletter in your area, purchase or barter for an ad there. Why not offer your services to a local newspaper to write a weekly or monthly column, in which you could list your website URL with your byline? When people come to your website, offer a free monthly e-mail newsletter with tax tips as a way of gathering e-mail addresses and permission. For more ideas see Sharon Fling's e-book How to Promote Your Local Business on the Internet.