Piscataquis County Office, 165 E. Main St., Dover-Foxcroft, ME 04426

The Internet:  A Marketing Tool for Small Business

By Jim McConnon, Business & Economics Specialist

University of Maine Cooperative Extension

The following issues will be addressed on this page:

• The Internet as a Marketing Tool

• What Can the Internet Do for a Small Business

• Researching Your Market Through the Internet

• Marketing Your Business Through the Internet

• Online Options in Maine

The Internet as a Marketing Tool:    The internet gives small business owners access to electronic mail (e-mail) and the World Wide Web (WEB) providing opportunities and information that can enhance their profit margins.

• Research Your Market:  Access resources worldwide
• Market Your Business:  Advertise a product / service;  Distribute products through worldwide mail order
• Enhance Business Communications:  Receive feedback from customers; Seek / give advice to others; Collaborate with peers; Build customer loyalty

What Can The Internet do for a Small Business?  The internet gives you access to electronic mail (e-mail) so you can send messages to other users and the "WEB" which allows users to "visit" a business's "shop", and view the on-line color brochure stored in "pages" which can be viewed in both text and pictures.

• Create a broad client base
• Product assessment
• Market Analysis
• Access free advice and help
• Identify new business opportunities
• Communicate with peers
• Identify potential suppliers
• Reduce time involved in accessing information

Researching Your Market Through the Internet:  Market research is an organized process of collecting, recording, and analyzing information about the business environment in which your small business operates.

• What are the long-term trends that will affect my business?
• Who will buy my product or service?
• Who are my suppliers?
• What price should I charge?
• Who are my competitors?
• What are my marketing options?

Primary Research = Do It Yourself: 

• Observation
• Surveys
• Interviews

Secondary Research = Use Existing Data:

• Public Library
• College or University
• Cooperative Extension
• Trade Shows
• Business publications
• The Internet

The Internet gives you access to the World Wide Web and a countless number of information resources.

Types of Information Available on the World Wide Web:

• Quantitative Information:   Demographic data; Industry trends; Customer profile data
• Qualitative Information:   Business profiles; Publications; Market analysis

Finding Resources on the World Wide Web:

• Surfing the net
• Directories:  Yahoo; Excite
• Search Engines:  Infoseek; Lycos; Webcrawler; Alta Vista

Marketing Your Business Through the Internet:  More and more small businesses are "setting up shop" on the World Wide Web.  If you are considering marketing your business on the Web, first ask yourself the following questions:

• Who is my target market?
• Where are my customers?
• Do I currently have problems tapping into my target market?
• Do I currently use a computer in my business?
• Do I currently market my product through a mail order catalogue?
• How does the Internet fit into my overall marketing plan?
• How much can I spend on this technology?

These are three important factors involved in establishing your business on the Web:

• Designing your Web page:   Do it yourself; Hire a professional; Expect to pay between $300 - $1500; Keep a copy of your Web page
• Locating a host site for your Web page:  Rent space on Web server; Expect to pay set-up fee and $10-$35 per month; Rent depends on amount of disk space
• Promoting your Web site:   Choose servers that link you to desired target market; Consider links to established Web sites, like State of Maine, towns, etc.; Check out Web "classified ads" and other business directories

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Last Modified: 01/11/08
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