Business is booming. On line, at least. In just two years, Internet sales have increased more than 40%. To get in on this sales upswing, you need to maximize your on line presence in 2009. You will learn about the importance of search engine optimization as well as e-commerce strategies to help increase your sales. You will also learn how to build a loyal customer base with email marketing and we will explore the unique characteristics of the Internet that will help you generate more opportunity for your company.

Section – I

What Works on the Web?

“Does the Website harness the unique characteristics of the Internet to create a strong value proposition for customers, on that could not be easily duplicated in the physical world?” – Jeff Bezos, Founder and CEO – Amazon.com

Unique Characteristics of the Internet: I

Why small business need a website

The Ability to Keep Your Overhead Low

• No rent, no stock , less labor, etc
• The culture of the web is one of bargains
• Deep discounts equals loyal customers

Ability to Offer a LARGE Selection

The Ability for Small Businesses to Compete on an Even Playing Field with the Big Boys

• Cost of entry low
• Cost of products potentially low
• But the “store” can look the same
• Customer service can even be better

The Ability to Tap International Markets

• An opportunity NEVER available before in history!
• Site in other languages?
• Products for foreign customers?
• Example: Coastaltool.com – ships anywhere

Section II

Getting People to your Site:

Search Engine Optimization

Why SEO is Vital

• Studies reveal that 70% of searchers click on “organic” listings. With Google, that jumps to 87%, and half of all searches are done on Google.
• 60% of searches click on one of the top three organic listings.

Using Key phrases – I

• Entice searchers to click on the title by making the key phrases intriguing
• Use descriptive keywords and phrases along with your business name on your home page. If you sell skis, do not just have your business name and “skis” as your keywords, instead try “Solomon freestyle skis”
• The first paragraph of your site should contain your keywords and phrases. Later, expand to more key phrases
• Search engine spiders use links to figure out your page. So hyperlink your important keywords and key phrases.

Using Key phrases – II

Develop Specific Pages Focused on Particular Keywords:

• Instead of listing all your services and content on a single page, create different web pages for each. Such pages will rank higher because they contain specific rather than generic content

Choosing Keywords

• Google: https://adwords.google.com/select/KeywordToolExternal
• Wordtracker: http://www.wordtracker.com/

Search engines like content

• Create good content that is frequently updated

Start a Blog

Blogs and SEO

• Instant keywords
• Updated content
• Responses create new content
• Creates links
• (Blogs generally)

Choices

• WordPress
• Blogger.com
• Facebook
• Typepad

2 Get Linked Up

• Search engines consider the number of incoming links to your site as an important factor in ranking
• Google has a 10-point scale called Page Rank (10 being the best) to indicate the quantity and quality of incoming links
• Links from popular sites create higher rankings than links from low traffic sites
• Good content will foster links

Creating Incoming Links

Links from directories also help your rankings

• Yahoo (Requires an annual recurring fee)
• About.com
• MSN
• AOL
• Open directory Project (www.dmoz.com): This directory feeds all the major search engines

Submit your site to industry sites

• Trade associations
• Industry and business sites equal qualified leads
• Pay, if necessary

Creating Incoming Links

Creating Reciprocal Links

• Find QUALITY, complementary sites
• Place a link to them on your site
• After you have linked to them, email the owner of the site. Compliment his or her site. Use their name. Tell the owner you linked to their site and give them the URL of the page
• Request a reciprocal link
• Follow up
• Check out: http://value-exchange.sitesell.com. This site lets other similar sites know that you want to exchange links
• Check out link building software:
  • Zeus and Arelis search for complementary sites

Section III

Internet Growth Strategies that work!

Email Marketing

Similar to Direct Mail Marketing:

• Send offers, proposals, specials, sale notifications, product updates, and so on, to visitors, prospects, and customers
• Maintain your list of customers and site visitors who have opted-in. It’s your best list!
• Or buy a list
• The subject line is critical
• Being personal is vital
• Avoid spam filters
• Be respectful and not overbearing

E-Mail Newsletters

Publish and E-Mail Newsletter:

• Stay in touch with your prospects and customers
• Cerate credibility and develop brand awareness
• Build future business
• Sponsored by advertisers?
• SpeakerNet News

Requirements:

• Offer great content
• Opt-in
• Manage the names
• Constant Contact (www.wilsonweb.com/afd/roving.htm)
• Topica Email Publisher (www.wilsonweb.com/afd/topica.htm)
• AWeber (www.wilsonweb.com/afd/aweber.htm)

7 Ways to get people to opt-in

• Offer free articles and information for people who register with their name and email address
• Offer a free seminar:
  • What kind of information are your visitors looking for?
  • Email the course offering to your subscribers at specified intervals
• Offer a free e-book (need not to be long)
• Offer freebies for opting-in :
  • Screen savers
  • Wallpaper
  • Free e-book
• “Members Only” Benefits
  • Exclusive offers
  • Forums and discussion boards
  • Discounts
• Have Fun!
  • Contest to win your products
  • Games and quizzes (people must opt-in to get the answers)
  • Eprize.com
• Take a Survey (opt-in to see result)

Consider the people you want to opt-in and tailor programs that will entice them

Sell Advertising

• Must have a “sticky” site
• Content-rich
• Text-link ads
• Desirable demographic is key
• Setting fees:
  • Depends upon the number of impressions CPM
  • See http://www.poolandspa.com/page5099.htm for and example
  • Ask the Builder
• Google AdSense

Sell your Services – I

What do people see when they come to your site for the first time?

• Is it professional?
• Are you legitimate?
• Will they get what they paid for? If not?
• Are there guarantees?
• Why use you?
• Are you different or better?
• What’s in for them??

Sell your services – II

Success Secret – Make customers feel safe and comfortable:

• Description of services
• “About us” – include your company’s mailing address, phone number and important email addresses
• Use testimonials and referrals, past clients and customers
• Fees..?
• Make shipping and refund policies obvious
• Install an automatic email response generator
• Don’t be a Nopey!

Sell Products – I

• Selling Products Overview
  • It’s like any other new business, and
  • Like no other new business
• Finding products to sell
  • Your own
  • Others, i.e., http://www.mrallbiz.com/shop
  • Affiliate programs
• The magic of Drop Shipping (profit sharing)

Sell Products –II

• Online Selling logistics
  • Shopping cart and merchant account
  • Easy navigation…look at www.despair.com
  • Check out AT&T/Yahoo solutions – http://smallbusiness.yahoo.com/ecommerce
• Online selling secrets
  • Offer professional service: guarantees, secure ordering, ship promptly, easy returns, contact info
  • Buy online to learn what works online
  • SEO, SEO, SEO
  • Pay-per-click
  • Offer low, low prices
  • Examples: fridgedoor.com, InternetHobbies.com, Vitanet.com

Buying Search Engine Ads

• Google, Yahoo and the rest
• Understanding how these ads work
• What you should expect to pay
• Local or national
• Tracking your results
• Google analytics

Section 4:

Website Tips and Tricks

Offer Something Unique to the Internet

• “Come to our site and learn about our business: may not cut it today. But, use our free kitchen remodeling calculator available exclusively on our site
• Creating it can be expensive, but you will also see increased traffic to your site
• Increased traffic means increased sales or potential ad revenue

Create a Sticky site

• Audio and video
• Blogs and search engine, and customer friendly
• Podcast
• Forums, polls and survey
• User-created content
• Remember: Content is King!
• Webinars
• Sticky sites – online words of advertisement

Quotes

I believe the true road to preeminent success in any line is to make yourself master in that line. – Andrew Carnegie

My success, part of it certainly, is that I have focused in on a few things. – Bill Gates

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