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Ask Jane Applegate
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November 22, 1999: 4:19 p.m. ET
Promoting a small business through networking, word of mouth and online
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NEW YORK (CNNfn) - Here are answers to your questions for CNNfn small-business columnist Jane Applegate:
Dear Jane: I run an agency that places nannies, elder caregivers and housekeepers. One competitor here in Nashville has already gone out of business. I advertise in a local parents publication and in the "help wanted" section of the newspaper.
What can I do to get the word out that I'm here and ready to serve clients?
You need to step up your marketing efforts by targeting all sorts of businesses that cater to kids and seniors. Make a list of children's clothing and shoe stores, video arcades, kid-friendly restaurants, day care centers, nursery schools and nursing homes. Design and send a flyer describing your services and be sure to include testimonials from happy clients.
Ask the owners of appropriate local businesses if you can leave copies on a checkout counter or posted in a window. Despite high technology, word of mouth is still the No. 1 source of leads for small-business owners.
Also, ask your clients to recommend your services to their friends and relatives. If you don't ask, they won't think to suggest your services.
Dear Jane: I'm 22 and a recent graduate of University of California at Santa Barbara.
I'm in the process of starting an Internet site in Santa Barbara to serve the conference industry. I plan to provide information about hotels (from number of rooms to technology) and other information for a fee.
How can I promote this online?
Unless you have thousands of dollars to spend on advertising in trade publications, you'll have to set up some alliances with compatible Web sites. Focus your marketing efforts tightly on the meeting- and conference-planning industry. There are many groups serving these folks and a few hours searching online will help you compile a solid list of trade and professional associations. Travel agents also would be a good target audience for your services.
Your goal is to encourage your marketing partners to put a promotional link from their site to yours. Some Web partners are willing to provide reciprocal links at no charge, if you are willing to drive traffic from your site to theirs. Other agreements require some sort of compensation.
You might also contact potential sponsors -companies that also want to reach meeting planners -- and see if they want to advertise on your site.
Do your homework and make sure people want and need your services before you spend any more time creating your site. You don't want to set up an elaborate site that no one will visit and return to often. 
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ApplegateWay.com
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