Tools which should enable you to market effectively on the Internet.
Auto responders and FTP (File Transfer Protocol) are great tools to utilize. An auto responder is automatically activated when someone sends e-mail to a specified address. The auto responder then quickly sends back the information requested in a manner similar to fax-on-demand.
FTP allows one to make available large text files or programs. These can be accessed by anyone on-line at their convenience.
E-Mail is an important form of communication as well, and should be taken seriously. Efforts should be made to answer questions, send information, and "follow-through" as quickly as possible.
It is also advantageous to "network" or "schmooze" in the areas where your potential clients may be looking for information, or hanging out. These include the newsgroups on the Internet, as well as Forums on CompuServe, and similar areas on America-on-Line or Prodigy. When possible you can interact, providing valuable ideas or opinions, or even establish yourself as an "on-line authority" in a certain area. These different talk-groups have their own etiquette, so one should observe to see what is appropriate to avoid be "spammed!"
When it is acceptable, one should include a signature in their on-line correspondence. This file should be a couple of lines that may indicate your e-mail or WWW address, and what you have to offer.
Even if you are not going to set-up your own server, you should consider getting your own domain name, e.g., www.your company.com. The main reason for this is because it is a permanent address for your company. It is my opinion that over the next several years, the larger access companies will be taking over many of the smaller ones. One does not want to spend time advertising a web page at www/joe's service/your company, and then have to change it two or three times.
There should be some consideration as to where you locate electronically. If you are going with an access provider, make sure that there is enough bandwidth which would allow your page to be accessed at all times. No one wants to be sharing space with the clever college student putting up nude pictures of Cindy Crawford.
It may be advantageous to "surround yourself" with others. Many have joined the many mall sites which have popped up. However, internet users view malls as "commercialization" of the Internet. Most malls provide a limited and expensive forum to conduct business. Malls limit your audience to those who are wanting to shop. I believe more people will come to your sight for the information you can provide.
You want "good neighbors" and a location that is going to attract a lot of "walk-in" traffic. It is best to be with professional businesses and other high-quality entrepreneurs, not areas full of scam artists or less-than-sterling reputations.
If your target market is primarily or exclusively local, you want to be with a provider that allows people to query geographically.
You or your access provider should list your company in the appropriate indexes of Internet search engines.