The Birth of a Successful Internet Business
By Shelley Lowery
Developing a successful Internet business is the ultimate goal of the Internet entrepreneur. However, statistics show that most Internet businesses never make any real money.
Making money on the Internet isn't easy -- it takes a great deal of time and effort and requires a total commitment. You must be completely passionate about your business and have a sincere desire to succeed. Anything less will be a complete waste of your time and will most likely result in failure.
You must also realize that success isn't going to happen overnight. There will be many obstacles along the way and a great deal to be learned. However, anything worth having is worth working towards and won't come easy. There will be many long days and sleepless nights. However, if everything falls into place, and you plan each step very carefully, the end will justify the means.
The largest obstacle you will ever encounter is fear -- fear of the unknown -- fear of change -- fear of failing. Fear is the root of failure and prevents dreamers from living their true passion. They fail to try.
Above all else, you must take the first step to overcome your fears. With each step you take, you will become a little closer to achieving your dreams. As long as you keep trying, you'll never fail.
There are many common characteristics shared by successful Internet entrepreneurs. Below are some of the most important:
Set Your Goals
Set your goals and write them down on a piece of paper. Set short-term reachable goals and long-term higher goals. However, don't set them too high, as this will cause you to become discouraged if you don't achieve them.
Work consistently towards accomplishing your goals each day, each week and each month until you reach your short-term goals. When you have attained your short-term goals, set them a little higher each time. Ultimately you will achieve your long-term goals.
Self-Disciplined
Get up early each day just as if you were working outside your home. You have to take your business very seriously and be completely self-disciplined.
Self-Motivated
Set up a daily schedule and stick to it. Your own personal drive will have a great impact on your success. You must have the ability to work independently and stay on task.
Positive Attitude
Your attitude is one of the most important factors that will determine your success. Your attitude will either guarantee your success or guarantee your failure. If you have a positive attitude and believe in yourself above all else, you will succeed.
An important part of developing a successful Internet business is setting up your office space. Whether you operate your business from an office building or out of your home, having your own "space" is an essential part of your success.
Your office space should be used exclusively for your business and be set up to best suit your needs.
Below, are some suggestions to assist you in setting up your office:
Desk and Chair
When selecting a desk for your office, make sure you get a desk that is specifically designed for a computer. Computer desks provide plenty of room for your monitor, a cabinet for your computer case, a shelf for your printer, and a slide out shelf for your keyboard.
When selecting a chair for your desk, keep in mind, you'll be sitting in this chair for many hours. Make sure it is very comfortable and that you try it out before you buy it.
Take your time and select a desk and chair that you'll be very comfortable with. If you don't, you may find that you're straining yourself in one form or another (back, neck, arms, etc.), which will result in poor work performance.
Computer Equipment
If you haven't purchased a computer, make sure you purchase one that will grow with you. If you don't, you'll find that you'll either have to upgrade your system or purchase another one a few years down the road.
In addition, make sure you purchase your computer from a reputable company that will provide you with quality customer support.
Printer
When selecting a printer, you will basically have two options -- laser or ink jet. You should select a printer depending on your needs. If you'll be doing a large amount of printing and speed and high quality are important, your best option will be a laser printer. Laser printers produce better quality black text than most ink jet printers, and are much faster. However, an ink jet will enable you to print in color, which is a big advantage.
Another important consideration is the printer's resolution. The resolution determines the print quality, and refers to the number of dots per inch on a page -- the higher, the better. Most printers today support a 600 x 600 dpi resolution that will produce a good quality for most print jobs. Keep in mind, although a printer may support as high as a 1200 x 1200 dpi (dots per inch), you most likely won't notice any quality difference, when compared with a 600 x 600 dpi, with most print jobs.
Scanner
A scanner will enable you to scan photographs and documents into your computer. For example, if you'd like to place a photograph of yourself or your products on your website, a scanner will make it possible.
An essential part of running a successful Internet business is quality software. Software will play a major roll in your success. You must be willing to invest in the software you'll need to assist you in running your business.
Email Program
The first and most important software you'll need is a quality email program. Although most Internet Service Providers include email accounts for their customers, these accounts aren't adequate for an Internet business -- especially if you get a large amount of email. Not only do the email addresses contain your ISP's name, but they are also very limited on features and options.
There are many email programs available on the Internet. However, the best program I've found is Eudora. Eudora is a standalone email program that works with any ISP. It will enable you to easily organize your email by filtering your messages into specific mailboxes. This feature alone can save you a great deal of time. What's more, your email address will be your own domain -- not someone else's.
Eudora - http://www.eudora.com
Mailing List Software
Collecting your visitors' email address is one of the most important parts of developing a successful Internet business. You must develop a database of potential customers if you truly want to succeed. Publishing an ezine is a great way to accomplish this. In order to do so, you must have a good mailing list program that will enable you to send your potential customers personalized messages.
Mailloop - http://www.web-source.net/cgi-bin/t.cgi?l=ml
Group Mail - http://www.web-source.net/cgi-bin/t.cgi?l=gm
If you're using a software program that resides on your computer, you'll also need a good form processing script to enable your visitors to subscribe:
Master Form - http://www.web-source.net/cgi-bin/t.cgi?l=wm2
If you're an American Online customer, you won't be able to use a software program that runs on your computer. You'll need to use a program that runs with your web browser.
1-2-All Broadcast Email - http://www.activecampaign.com/
Subscribe Me - http://www.siteinteractive.com/subpro/
HTML Editor
Developing a strategic business plan is an essential part of your success. Not only will it assist you in visualizing your business strategy, but it will also give you an organized approach to achieving your goals.
Your plan will be used as a step by step guide to assist you in accomplishing your goals. Without a solid plan of action, you won't have any direction. You'll travel in circles and ultimately never reach your goals.
Your Internet business plan should include all of the following:
Business Summary
Your business summary will completely summarize your entire business strategy from start to finish.
Objectives
Your business objectives will consist of a description of your products and services, and exactly what you want to accomplish.
Marketing Plan
Your marketing plan should consist of all of the following:
* Identify your target market
If your product or service doesn't have a market, you definitely won't be successful. You must identify who your customers will be to determine whether or not there will be an interest in what you're offering.
Your product should not only fill a void, but should also be unique. The less competition you have, the better. If you enter a market in which you're competing against hundreds of other products similar to yours, your chance of success will be minimal. Develop a high-quality product that fills a void and provides people with exactly what they want.
* Identify your competition
You must know who your competition is in order to compete. What are they offering? How are their products priced? How is their website designed? How are their products delivered?
In order to compete with your competition, you must continuously keep an eye on them. Do a search at the Search Engines to locate your competition and evaluate their business.
* How do you plan to advertise?
Although setting up a website is an essential part of your advertising plan, it is only the first step. You must develop an advertising plan that will drive a continuous stream of targeted traffic to you website.
Your first step will be to submit your site to the Search Engines.
Developing a professional website strategically designed to sell your products or services is one of the most important factors in determining your success. However, it is only the first step.
Before you begin the actual design process, you must first determine your overall strategy and design your website accordingly.
Internet marketers have basically two choices:
* Design a content website that includes not only your products and services, but also information and resources that will be of interest to your target market.
*Design a mini website that focuses on just one product or service, with no other content of any kind.
Although both types of sites can be effective, your success will ultimately depend on your site design and marketing strategies -- both will play a very important role.
Content oriented sites are sites that provide visitors with content such as articles, tutorials, free ebooks and resources. This type of site attracts their target audience with incentives. Their products and services are mentioned on the main page with a link to further information.
Content sites usually profit by educating their visitors. For example, a content site selling pet supplies might provide a basic tutorial to assist their visitors in learning how to groom a dog. They provide this tutorial completely free; however, the main purpose for this tutorial is to educate their visitors. And in turn, plug their products.
When you provide your visitors with quality information that teaches and informs, you are not only gaining their trust in you by sharing your expertise, but you're also building your credibility, which is very important on the Internet.
Once you've gained your visitors' trust, they will be much more apt to purchase your products or services. However, above all else, you must never abuse their trust in you. You must be completely honest with your visitors and have a sincere desire to assist them. If your sole purpose in developing your own Internet business is for financial gain, your chance of success will be minimal.
The key to using this technique effectively is to provide content that targets your potential customer. This content is used to presell your visitors through education.
Mini-sites are different from content sites, as they don't provide any content. They usually contain one or two pages and completely focus on one product or service. Basically, the site is just a sales letter for the product.
A mini-site should be neatly designed in standard HTML with no Flash or fancy plug-ins and very few graphics. There should be no banners or outside links of any kind -- nothing that will distract your visitors' attention.
The sole purpose of a mini-site is to attract highly targeted traffic. The more targeted the better. For example, if you have a website that sells a number of products, a good mini-site would focus on one specific product instead of all of the products. You could create a mini-site for each product you offer.
No matter which type of site you design, keep in mind, your website is a direct reflection of you and your business. The appearance of your website is the most important factor in determining your website's value. If your site doesn't look professional or pleasing to the eyes at first glance, its perceived value will be low. The perceived value of your website will have a great impact on your success.
When preparing to design your website, you must first decide on your website's focus.
If you're designing a mini-site, your website should focus on one particular product. However, content sites are a bit different. If you're developing a content site, your site should focus on a subject on which you have a great deal of knowledge. And, should relate to your products or services. In addition, your images, ezine and content should also relate.
Designing Your Site
When you begin designing your site, your top priority must be your products. If your potential customers can't find your products, you're not going to make any sales. It's that simple. Every part of your website should have one specific purpose -- to lead your potential customers to your products.
For example, if you will be providing your visitors with tutorials, these tutorials should relate to your products or services. They should identify a problem, provide instruction to assist your visitors, and promote your products as the solution.
Your Storefront
The main page of your website is your storefront. It should load quickly and provide your visitors with a complete overview of everything your website offers.
Instead of trying to cram all of your information into your main page, consider creating sections. These sections can contain highlights of your information with a link to further information. You can divide your page into sections by using tables. These tables can contain colored heading sections for information such as news, articles, products or whatever you'd like.
It's much better to keep your main page down to the most essential elements. You can then use links to additional pages to provide the detailed information. A good rule of thumb is "less is more." In other words, keep your main page as small as possible, while at the same time, include your most important elements.
Load Time
According to two surveys conducted by Forrester Research and Gartner Group, ecommerce sites are losing $1.1 to $1.3 billion in revenue each year due to customer click-away caused by slow loading websites.
The main page of your website should load within 8 seconds or less with a 56K modem.
There are many things that can cause a web page to load slowly including:
* Large graphics
* Too many graphics
* Animated graphics
* Too many banners
* Special Effects
* Large pages
Accepting payment through your website is an absolute essential part of doing business on the Internet. If you're not accepting online payments and processing orders online, you're losing a massive amount of business. Studies have shown, you can increase your online sales up to 400% simply by accepting credit cards. In addition, by offering a combination of payment options, you can increase your sales even further.
With today's advanced technology, you can start accepting payment through your website almost instantly (depending on the service you select). Preparing your website to process orders online can be as simple as pasting some HTML code within your web page.
There are many professional companies online that will enable you to accept payment through your website without a merchant account. These companies are known as third party payment processing companies and provide an invaluable service for homebased businesses.
Most companies will enable you to accept all major credit cards and electronic checks. Some companies will also provide telephone billing and recurring billing for paid subscription and membership sites. There may or may not be a set up fee and there are usually no monthly fees. Some companies charge a "percentage" and a "per transaction" fee. While others simply charge a set percentage fee per transaction. They will process your orders and send you payment for all your orders processed, minus their fee and a reserve fee.
A reserve fee is withheld to cover any charge backs you may have. If you have no charge backs within a period of time, your reserve will be refunded to you. Each company has their own guidelines in regard to reserves.
Once you've applied with a company and/or have been approved and paid the setup fees, you can immediately begin accepting payment. You will then be provided with special coding to place within the HTML of your order page. When your customer clicks on your order link or image, they will be taken to the processor's secure server to process their purchase. Once their order has been processed, they will then be directed back to a page on your website that you specify. This page may be a download page, or even a "complete your purchase" page that you can use to collect your customers' name and email address and then direct them to your download page.
Once your customer places an order, you will instantly receive an email notification letting you know that you've made a sale. Your account will be instantly credited, minus the company fee, and you will be paid according to the company's payment schedule.
Third party processing companies are great for startup businesses, as if you don't make any sales, you won't be charged a fee. You are only charged a fee when and if you make a sale.
The following third party processing companies will enable you to accept payment through your website:
* iBill - http://www.ibill.com
IBill will enable you to accept Visa, MasterCard, American Express, Discover, JCB and online checks. They also offer a telephone billing service (900 toll phone number). There are no setup fees. They charge 12%-15% per transaction fee for credit card and check purchases and 20%-30% per transaction fee for phone purchases. Services available for US and non- US merchants.
Running a successful Internet business can be a very time consuming venture. Not only must you design and market your website, but you must also develop your products, fulfill your orders and answer customer support requests -- the list goes on and on.
Although there will always be daily tasks that you must handle personally, there are a number of your daily tasks that you can automate or at least partially automate.
For example, if you're receiving the same basic support requests or questions over and over again, there are two different ways you can automate your answers:
1) Create a FAQ (Frequently Asked Questions) page for your website and/or products. Your page should include a list of commonly asked questions and provide the answers for each.
2) Create a text template for each of your frequently asked questions that contain the answers. When you receive a commonly asked question, simply open your text file and copy and paste your pre written answer into your email message. You can then customize your message for each recipient.
The above example will assist you in partially automating some of your daily tasks. However, there are some tasks that can be completely automated simply by placing your information within an autoresponder.
Autoresponders are one of the top promotional tools available online today. They are also known as mailbots, automatic email and email on demand. They were derived from the very popular fax on demand and designed to automatically respond to any email message sent to it with an automatic response.
Autoresponder programs vary from software set up to run with your desktop email program to a script that runs on your server. The script may run a web-based autoresponder system that utilizes a web page form, or it may run with your pop email account on your server. It is programmed to automatically send out a predetermined message when a message is received to a specified script address or email address.
Below is a list of tasks that you can completely automate:
* Articles
If you're writing articles to promote your business, you can place them within an autoresponder. This will enable your visitors to quickly and easily retrieve your articles on demand.
* Ad Rates
If you're selling any type of advertising space, you can place your ad rates within an autoresponder to enable your visitors to request them at any time.
* Business Opportunities
If you're promoting a business opportunity, you can provide your potential customers with further information via autoresponder.
An important part of building a successful Internet business, is developing your credibility.
Although the Internet has opened a whole New World of opportunity for all of us, it has also created a breeding ground for scam artists. Internet users are very reluctant to order online and share their personal information. For this reason, you must take every opportunity to build your credibility.
* Domain Name
The first step in establishing a credible Internet business, is to invest in a domain name. This will instantly convey to your visitors that you take your business very seriously.
Websites hosted on free servers are not taken seriously and will suffer a serious loss of business. Your visitors may feel that if you don't have your own domain, you may not be a credible company. They'll simply take their business elsewhere.
* Contact Information
It is very important that you provide your visitors with your complete contact information. This information should include your "real" postal address and not a Post Office box number. A business that hides behind a PO box loses credibility. It's perfectly acceptable to use a PO box as long as you also include your postal address.
A great way to display your information is to create an "About" page. Your "About" page should include all of the following:
* A personal or professional biography
* A photograph of yourself
* A complete description of you and/or your company
* Your website and/or company objectives
* Your name, address, phone number and email address
An "About" page is a very important part of building your credibility -- especially if you're selling a product or service. You must do everything in your power to put your potential customers' mind at ease.
* Privacy Statement
A credible business should let their visitors know exactly what their policies are in regard to the personal information they collect.
A great way to disclose your policies is to create a "Privacy" page. Your "Privacy" page should include all of the following that apply:
* How do you plan on using your visitors' information?
* Is your visitors' information sold or shared with a third party?
* Why do you collect your visitors' email address and how will it be used?
* Why do you track your visitors' IP address?
* Let your visitors know that you're not responsible for the privacy issues of any outside websites you may be linking to.
* Do you run contests and what do you do with the information?
* Do you have a discussion forum or message board? Let your visitors know that any information that is disclosed in these areas becomes public information and caution should be taken.
Developing and implementing a strategic marketing plan is an essential part of your Internet success.
Your plan must include both short-term and long-term strategies in order to succeed.
Short-term marketing strategies are those that bring you a temporary boost in traffic. Although these techniques are very important to your overall plan, they are only a temporary traffic source and must not be solely relied on.
Short-term marketing strategies include:
* Purchasing advertising
* Bulletin Boards
* Search Engines
Long-term marketing strategies are those that bring you a steady stream of targeted traffic over time. These strategies will continue to produce results even years down the road.
Long-term marketing strategies include:
* Opt-in Lists
* Freebies
* Content
By creating and implementing a balanced marketing strategy, using both short-term and long-term strategies, you will drive a steady stream of targeted traffic to your website.
Creating a successful Internet presence involves much more than designing a great website or having the "perfect" product. Listing your website with the Search Engines is your first step, however, you must not solely rely on the Search Engines to bring you traffic. You must develop a complete promotional strategy and work it every day.
* Search Engines:
A significant amount of website traffic originates from the major Search Engines. Most Internet users will go to a Search Engine, type in a keyword phrase and look through the top 10 - 20 results. Most of the time, they'll find what they're looking for in the first 10 results. The percentage of click throughs is even smaller. Listing near the top and grabbing the attention of your target audience is the top priority.
Your first step will be to optimize your web pages to the best of your ability. Visit http://www.searchenginewatch.com for a complete overview of the Search Engines and optimization.
* Opt-in List
As soon as your website is up and running, you should immediately begin building an opt-in list. An opt-in list is a list or database containing email addresses of individuals who have chosen to receive your email messages. Your messages may be web site updates, product updates or an ezine. They provide you with a direct line of communication with potential customers and enable you to promote your products or services. For further information, visit the following web address: http://www.web-source.net/ezine_basics.htm