3 Good Reasons why Service-Based Startups can be great Internet Marketers

I had a discussion with a client the other day about service businesses being on the internet. So I wanted to post some good points from the discussion for you. If you own a service business and start-up that includes in-person consultations or interactions with clients on a daily or weekly basis, I've got great news for you. You can be a great internet marketer. Why? Well, here are three reasons:

• You already have a business model for your startup. Most internet businesses start on the internet and depend on the internet. They acquire their first clients on the internet, they build a database on the internet, and they market products and services on the internet. You on the other hand, have already established a business that works, you know that there is a need because you have clients willing to pay you, and you already have a system in place. Getting on the internet will only be an additional service offering for your business. I'll give you an example; I helped startups and aspiring entrepreneurs in person for a couple of years when I started Isaac Business Services. I had been the banker who reviewed business plans and helped business owners get loans. I started my own business to show people how to model their business for funding and success. Couple of years later, I started 12monthbizplan.com and this website is an additional way to help people plan for business online. Although I will need to depend on online traffic and search engine marketing to build this new offering, I also have existing clients that use the website as an additional service.


• You won't forget service. Although online businesses are great tools and great leveragers of time, they sometimes miss one thing--service. Most online-oriented consultants, coaches, marketers, advisors, etc give out great information and tons of resources. They are what is now referred to as "infopreneurs." However, most people still seek the traditional service. The traditional services that involves: the face-to-face meetings, listening to a client's problems (or in my case their dream), and actually helping with the solution. Not just telling, but helping. People want and still need help. Meaning, don't just tell them; help them! A new business may know what needs to be done but need some help starting it. So for a service-based startup wanting to market itself online, you are ahead of the pace because you can provide the actual service if needed. For instance; the financial advisor who has a financial coaching product or teleseminar; could also help setup the first college fund for your baby girl. A financial coach without the financial advisor background can only tell you that it needs to be done, but can't help you do it.


• The internet will be a complement to your startup business. You already have relationships in your community. You have clients that pay for your services. You don't have to fabricate anything or ask for testimonials from your friends. With the internet, you can still keep your traditional method of doing business. I'm all for traditional business principles and methods. After all, the companies that survived the dot.com crash, stuck to traditional business principles. However, you must keep up with new trends in business and the internet. Don't run away from the internet; you're only harming your business. I run across a lot of business owners (successful ones) that don't have a blog, don't have a twitter, LinkedIn, or Facebook account, and don't even understand ecommerce. While these are all services that a great web advisor can provide, you should also be considering how it all works. By marketing your business online, your service-based business is in essence, creating an additional offering for your business. You can use your online presence to cross-sell your services to past, existing, and potential clients (like my online business planning center for example) or to offer as a new service offering.

So where do you start? Before hiring a consultant or web advisor, I suggest you begin research for yourself first. Learn about the internet and how it relates to your business because it is a different "ball game." Then look up three of your industry leaders to determine how they position themselves on the internet, then figure out how to position your business differently. Look carefully at all the details: color schemes, wording, call to action (meaning how people are getting potential clients to buy) shopping carts used, database upkeep, etc. With the changing internet, there is so much to learn; and since you are concentrating on working with people in-person, you tend to miss it.

After these steps, interview web designers, brand strategists, social media gurus, and search engine optimizers. If you are on a tight budget, I suggest you first start with someone who can get the initial setup for you; but you may need to guide them so don't skip the research. You want someone who is familiar with social media and how it helps with helping people find your website and learn about you. Someone who understands how to build a "non-static" website. You also want that person to understand internet businesses, ecommerce, and internet marketing. Most importantly, they should understand web programming; particularly if this will prove to be important for your service business. One such company is DigitalValiance What you want to avoid: hiring three or four different companies. Find one company that can handle everything.

For startups that have some flexibility with cash flow, I suggest visiting a branding company to help strategize and get a web plan that matches your service startup. Branding companies tend to be advisors; they don't ask you what needs to be done, they show you. There is one downside to hiring a branding company; most branding companies charge higher fees that most startups probably cannot afford. The upside is that they do good work. A good branding company will not only put together a website, but they will research your business, your competitors and they will make sure that your company's profile matches your industry's; while still showing how you are competitive and different. They will ensure that your website has a way to help you grow your database, enhance your personal brand, and make clients want to stay. One such company that does this is Graphics.ms

Bottomline: get on the internet and tell people about what you do. Start somewhere and build as you go.

About the Author: Cheryl Isaac is a Startup Business Planner & Owner of Isaac Business Services, The Business Startup Company. She is also the creator of The 12MonthBizPlan.com; an online business planning center where business owners can work with a personal advisor for a year, to plan their new business