So, in Feburary I started my company. I had some marketing ideas that I kind of want some feedback on. My first idea was mailers. I was thinking about sending a couple hundred mailers out to businesses by first buying business leads from other websites. I had a couple of questions. Is t worth it? In my opionion I think so. The only downside is cost. But if i get a return I am not so worried. My next question is whether buying business leads and address a good thing or should I just grind through yellow pages? Lastly, I was thinking about buying emails that are opted in and then I could send out weekly newsletter. Once again is it worth it? And would I get the reputation for spamming?
I can't comment on the mailers option as I haven't tried it. I did want to say though that I wouldn't mess with the buying emails option. Since you have a real local business I would caution against using this method as it may not be legal and it's definitely spammy because those people didn't opt in to your services specifically. Instead, I would start by making a Craigslist Ad and maybe a small ad in your local newspaper first and see how that goes.
I also wouldnt personally buy any leads. My general thought is that if the leads were worth anything people probably wouldn't sell them. As you mentioned I would go through the Yellow Pages or some local business directories and find businesses. When you find them in the yellow pages you can also look to see if they have a website, if not thats something you could offer. If they do, maybe there are some recommendations or upgrades you could offer them. These would be good ice breakers.
It depends on where you buy those leads and how they have been marketed to in the past. If it is a tired, old list that has been bombarded with countless offers, I don't see how it will benefit you. If you trust the source, then go ahead and purchase the leads. About email addresses, it is better if you gather them on your own. That way, you'll stay out of trouble since they have agreed to be contacted by YOU.
The best way to approach local businesses is to offer something of perceived value to them for free, kind of like a "loss leader" and then upsell them to something else. You could offer a simple 5 page website for free or low cost just to get them into the door and then upsell them for add-ons or a "premium" site.