The Entrepreneurship Center

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• The Entrepreneurship Center

Start-up Essentials for Entrepreneurs
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• The Entrepreneurship Center

The Internet and Your Business
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Workshop Overview

• Marketing Your Product / Service
• Website Development Issues
• Domain Names
• Web Design Rules
• Writing Copy

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The Power of Marketing

• A I D A
• A Get Attention
• I Create an Interest
• D Generate a Desire to Know More
• A Motivate the Reader, Listener,
• Viewer to Take Action

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Be aware.

• A recent study by Sales Marketing Executives
  International consulted that 81 of major sales
  are closed after the 5th contact.
• 80 of people who inquire about a product or
  service will buy it within one year of their
  initial inquiry. However, over 90 the time,
  they dont buy it from the same company with
  which they made their initial contact.

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Why Should I Do Business With You?

• Sell the Benefits
• not the features !
• Decisions are made emotionally first, then
  justified with information that supports the
  decision.

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Profit Direct to Bottom Line

• Saving Time
• Increasing accuracy
• Efficiency
• Convenience
• Saving Money
• Decreasing costs
• Solving problems

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Profit by Increasing Sales(with a Cost of Sales
Factor)

• Acquiring new clients directly
• Acquiring clients via referrals
• Acquiring increased revenue by adding more
  products / services available to existing clients

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Planning is Essential

• Effective
• market research,
• planning, and
• sales preparation
• are essential to success.

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When does the Web Work Best?
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It Works Best When

• Excellent introductory media
• Pre-selling customers and prospects
• Reach audiences once unattainable
• Maintain communication with clients
• E-commerce
• Show credibility and progressiveness

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Uses for the Web
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Uses for the Web

• Online Brochures Product Info
• Online Shopping Interactive Catalogs
• Newsletters Questionnaires
• Interactive Magazines Mail list requests
• Company Background Career Opportunities
• Event Schedules / Reservations
• Membership Directories
• Product Training
• Customer Service
• and much more.

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Levels of Web Presence

• Web Advertising with or without a web site
• Banner Ads
• Opt-in Email
• News
• Letter and eZine advertising
• Sub-address Hosting Account
• Personalized Email
• Blogs and Forums

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Web PresenceWhich type do you need?

• Traditional business web site
• One-page brochure
• Information Site
• E-commerce Site

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Keys to Success

• Exposure / Association
• Security
• Organization / Design
• Easy to Use
• Good Information / Content
• Interactivity
• Reason to come back (changing info)
• Localization

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Planning Essential to Success

• Define what business you are in
• Identify your target market
• Who might visit my web site
• Your target market will determine how you
  construct your website

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Planning

• Define what business you are in
• Identify your target market
• Who might visit my web site
• Your target market will determine how you
  construct your website

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Planning

• Customize your advertising message to your target
  market
• Establish your marketing goals
• Explore the competition (what do you like about
  their sites and what do you dislike)
• Determine your budget (immediate needs and long
  term goals)

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6 Steps to Your Web Presence

• Define It
• Name It
• Build It
• Publish It
• Market It
• Evaluate It

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Message Must Be Effectively Integrated and
Delivered
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4 Key Considerations

• People are egocentric. Subconsciously, theyre
  viewing your webpage and thinking
• Theres tons of companies just like you.
• What are you going to do for me?

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• 2) People love being entertained. If they believe
  your website is providing interesting
  information, youll have them hooked.

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• 3) People want their opinions valued. This is why
  most companies have incorporated a blog or
  forums--so that their customers can put in their
  two cents.

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• 4) Andthis is the ticket to creating value for
  YOUR business...
• Visitors want to do something.
• They want entertainment!
• They want to know if their opinion is valued.
• They ask What can you do for me?

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Make your site more customer-centric, and
effective

• pictures and descriptions of your product
• benefits of your product
• (directly related to your buyer)
• interesting facts, statistics,
• high interest stories
• customer testimonials or responses
• forums

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Beyond Basics

• Streaming Media
• Flash Technology
• Animation
• Application Development
• Selecting a Host

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Finding the Best Provider
Interview at least 3 Providers asking them each
the same questions. Then compare both value and
price. Dont forget the issue of personality .
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The Cost

• Value versus Cost whats included

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Webmaster Technical Expertise

• Training
• Accessibility
• Levels of service
• site design content writing
• graphic design programming
• back-end support

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Development Philosophy

• Partner or Provider mindset

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Evaluate Their Experience

• How many
• sites have they done
• industries?
• complexities?

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Hosting

• Pricing Services
• Whats included ? ? ?

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E-Commerce

• Shopping Cart software
• (scalable, product listings, descriptions)
• Merchant Accounts / Pay Pal
• Secure Certificates

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Search Engine Submission

• Hosting companies
• (free or for fee)
• Pay submission
• (i.e. www.submitit.com)
• Maintenance
• Review and update content no less than every 6
  months

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The Business

• Location
• Site statistics
• Tracking unique visitors
• Sales
• Click-throughs

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Marketing

• Test
• Test
• Test
• and Advertise

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Results

• Increases in
• Name recognition
• Product inquiries
• Subscribers

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A Good Domain Name

• short and sharp
• meaningful always conveys a clear message
• easy to spell
• easy to remember
• unique, descriptive, and you
• solid, classic, NOT hokey

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Extensions

• .com .net
• .biz .info
• .name .cc
• .tv .ws
• .org
• more to come

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Good Brainstorming Sites

• http//www.NameBoy.com
• http//creator.homepagenames.com
• http//www.domainsurfer.com
• http//www.bestnames.net/cgi-bin/sear.cgi
• http//secure.kudosnet.com/domain/k2/r.dmc
• http//www.networksolutions.com/purchasing/nameGen
  .jhtl
• http//www.e-gineer.com/domainator
• http//www.startstorm.com

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Check Trademarks

• http//www.marksonline.com
• http//www.nameprotect.com/cgi-bin/
• FREEsearch/search.cg
• http//wsj.nameprotect.com
• http//trademarks.uspto.gov/access/search-mark.htm
  l

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Before You Build 5 basic web design
rulesShari Thurow Author of Search Engine
Visibility, New Riders Publishing 2003
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The Rules

• Rule 1 Easy to Read
• Rule 2 Easy to Navigate
• Rule 3 Easy to Find
• Rule 4 Consistent in Layout and Design
• Rule 5 Quick to Download

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Writing Web Page Copy

• Get the readers attention
• Offer the benefits of your product / service
• Create credibility
• Give instructions on how to get more
  information
• or to place an order

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Copy Components
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Exciting headlines

• News
• Benefit Statement Emotional

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Attention Getting.

• Powerful bullet points
• Features (the how) as they relate to
• Benefits (the why)

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Explicit benefits

• Be specific
• save time?
  money?

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Credibilty

• Provide facts to back up claims
• Testimonials from satisfied customers
• Be specific use facts and figures
• Give guarantees

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A call to action

• Tell the reader EXACTLY what to do next
• Dont wait
• Call Today
• Important Information Waiting for You
• To Order Call / E-Mail
• Press the Order Button NOW

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Make Your Site Sticky

• Community Homepage Message Boards
• Real Time Chat Guest Books
• Frequent Asked Questions (FAQs) Feedback Form
• Auto response Help
• Member Profiles Members Only Section
• News Articles Private Policy
• About Us E-mail
• Contact Us Search Tools
• Opinion and / Visitor Polls Links and
  Directories
• Online Classes Online Consulting
• Online Store

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Market Your Site

• Search Engine Optimization
• Web Directories
• Yahoo www.yahoo.com
• Alta Vista www.altavista.com
• Lycos www.lycos.com
• Infoseek www.infoseek.com
• Webcrawler www.webcrawler.com
• Google www.google.com
• MSN www.msn.com
• AOL www.aol.com
• Netscape www.netscape.com

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Marketing Must Be Integrated

• E-mail signature
• Classified Ads
• Newsgroups
• E-mail
• Chat rooms
• Newsletters and e-zines
• Exchange Links, Web Rings, and Banner Ads
• Viral Marketing Tell a friend
• Webinars Net Meetings

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More Steps Beyond Basics

• Affiliate Programs
• Marketing Your Site
• Pop-Ups / Pop-Unders
• Autoresponders
• E-Mail Marketing
• Accepting On-line Payment

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7 Keys to Success for Affiliatesexcerpted from
Autoresponder Magic

• Key 1
• Sell one thing and sell it well.
• Key 2
• Get good profit margins.
• Key 3
• Dont just display a Banner Ad
• and hope for the best.
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• Key 4
• Use Content and Updates
• to keep your site consistent.
• Key 5
• Target Your Market
• Key 6
• Market Your Site
• Key 7
• Take precautions to make sure
• you are getting your share.

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Have Questions.

• Help is Available

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Go-to-Marketing Strategieswww.gtms-inc.com/store

• LinkedIn Checklist
• Marketing Budget Template
• Press Release Template
• Product Launch Checklist Template
• S.W.O.T. Analysis Template
• Sales Tools Checklist Template
• Search Optimization Checklist

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Need Help.
Offers Individual and Business Consulting Call
404 659 1150 to Schedule an Appointment Today!
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Increase Your PEP
Productive Effective Profitable ! ! !
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T M S Consulting

• Training Mentoring
• Marketing Sales
• Success Strategies
• Call 770 873 1649 Today!
• Or visit www.tms4success.com