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Small Business Resources: Should Your Business Be On-Line? These days, the decision to put your business on-line almost seems unavoidable. But do you really need to be on-line? Well, unless your business depends on national or world-wide visibility and the ability to take & fulfill orders on the internet, then, no ... you probably don't need to be on-line. But even if you're business doesn't depend on the kinds of things an on-line presence is essential for, you may still want to -think about it.. Why? ... Because, unlike more traditional forms of commerce and advertising, the internet can be a relatively inexpensive way to promote your business. ... Reasons to Be On-Line: Beyond E-commerce The tendency is to think about an on-line presence in terms of a national or even global reach. But even local businesses can benefit from being on-line ... if you end up in the right space for your business. Also, most of us tend to think about business on-line as setting up a retail or wholesale shop, i.e., engaging in some sort of sales on-line. Of course, if your business is product-based, then some sort of e-commerce storefront might make sense. But, however much internet sales might take all the headlines, the internet is more than a medium for sales. First and foremost, it was and still is a medium of information. So ...
In this context, there are other reasons for putting your business on-line ... the most obvious of which is for advertising or marketing. With a simple web site, you can post store or office hours, advertise current sales or workshops ... even include a simple on-line form, or even just an e-mail link, to take customer or client inquiries or orders. If you have the time it takes ... and take the time ... you can also use your on-line presence to provide a unique customer service. A newsletter might make sense, or simply links to other useful sites that are connected to your business or profession. Even links to unrelated sites which you think may still be of interest to your customers can be helpful. So, even if you have nothing to sell on-line, and even if your reach extends no further than your own home town, you could still benefit from putting your business on-line. And even if your business is product-based and sales-oriented, you may still not want to use an on-line presence for sales so much as for communication. The Basic Questions: So, if you can imagine that getting your business on-line might make sense, the next step is to break down the why, how, what, when & where of it ... not to mention the 'who'. Here are a few questions to consider before you take the plunge {or, if you've already taken it, use them to consider if you're on-line in the way you need to be}:
What'll It Cost? ... Depending on your answers to the questions above, you may be surprised at how much ... or how little an on-line presence might run you. ... More on that next issue. ... ******* ******* If you would like to submit an article for our Small Business Resources section, don't hesitate to let us know. Simply e-mail us at business@downstreetmagazine.com. The e-mail should contain your name, address, and a phone number where we can reach you. You may also send a copy of your proposed article. The text can either be included in the body of the e-mail, or you can send it as an attachment in just about any word processing format. If your piece is accepted, we will pay a small honorarium for your interest & your time. [See Freelancers Wanted for more details.] ******* ******* If you would like to advertise in this section, or throughout the magazine, please visit our Advertising Info Pages ... or call, write, or e-mail ads@downstreetmagazine.com. ******* ******* . |
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