There is a proven sequence of steps
you can follow to guarantee your success when you're starting a small business
online. I've seen thousands of people start and grow successful businesses by
doing the following:
- Find a need and fill it.
- Write copy that sells.
- Design and build an easy-to-use website.
- Use search engines to drive traffic to your site.
- Establish an expert reputation for yourself.
- Follow up with your customers and subscribers with e-mail.
- Increase your income through back-end sales and upselling.
Anyone, from newbie to seasoned
online entrepreneur, can benefit from this process in learning how to start a business online.
Step
1: Find a need and fill it
Most people who are just starting
out make the mistake of looking for a product first, and a market second.
To boost your chances of success,
start with a market. The trick is to find a group of people who are searching
for a solution to a problem, but not finding many results. The internet makes
this kind of market research easy:
- Visit online forums to see what questions people ask and what problems they're trying to solve.
- Do keyword research to find keywords that a lot of people are searching, but for which not many sites are competing.
- Check out your potential competitors by visiting their sites and taking note of what they're doing to fill the demand. Then you can use what you've learned and create a product for a market that already exists--and do it better than the competition.
Step
2: Write copy that sells
There's a proven sales copy formula
that takes visitors through the selling process from the moment they arrive to
the moment they make a purchase:
- Arouse interest with a compelling headline.
- Describe the problem your product solves.
- Establish your credibility as a solver of this problem.
- Add testimonials from people who have used your product.
- Talk about the product and how it benefits the user.
- Make an offer.
- Make a strong guarantee.
- Create urgency.
- Ask for the sale.
Throughout your copy, you need to
focus on how your product or service is uniquely able solve people's problems
or make their lives better. Think like a customer and ask "What's in it
for me?"
Step
3: Design and build your website
Once you've got your market and
product, and you've nailed down your selling process, now you're ready for your
small-business web design. Remember to keep it simple. You have fewer than five
seconds to grab someone's attention--otherwise they're gone, never to be seen
again. Some important tips to keep in mind:
- Choose one or two plain fonts on a white background.
- Make your navigation clear and simple, and the same on every page.
- Only use graphics, audio or video if they enhance your message.
- Include an opt-in offer so you can collect e-mail addresses.
- Make it easy to buy--no more than two clicks between potential customer and checkout.
- Your website is your online storefront, so make it customer-friendly.
Step
4: Use search engines to drive targeted buyers to your site
Pay-per-click advertising is the
easiest way to get traffic to a brand-new site. It has two advantages over
waiting for the traffic to come to you organically. First, PPC ads show up on
the search pages immediately, and second, PPC ads allow you to test different
keywords, as well as headlines, prices and selling approaches. Not only do you
get immediate traffic, but you can also use PPC ads to discover your best,
highest-converting keywords. Then you can distribute the keywords throughout
your site in your copy and code, which will help your rankings in the organic
search results.
Step
5: Establish an expert reputation for yourself
People use the internet to find
information. Provide that information for free to other sites, and you'll see
more traffic and better search engine rankings. The secret is to always include
a link to your site with each tidbit of information.
- Give away free, expert content. Create articles, videos or any other content that people will find useful. Distribute that content through online article directories or social media sites.
- Include "send to a friend" links on valuable content on your website.
- Become an active expert in industry forums and social networking sites where your target market hangs out.
You'll reach new readers. But even
better, every site that posts your content will link back to yours. Search
engines love links from relevant sites and will reward you in the
rankings.
Step
6: Use the power of e-mail marketing to turn visitors into buyers.
When you build an opt-in list,
you're creating one of the most valuable assets of your online business. Your
customers and subscribers have given you permission to send them e-mail. That
means:
- You're giving them something they've asked for.
- You're developing lifetime relationships with them.
- The response is 100 percent measurable.
- E-mail marketing is cheaper and more effective than print, TV or radio because it's highly targeted.
Anyone who visits your site and opts
in to your list is a very hot lead. And there's no better tool than e-mail for
following up with those leads.
Step
7: Increase your income through back-end sales and upselling
One of the most important internet
marketing strategies is to develop every customer's lifetime value. At least 36
percent of people who have purchased from you once will buy from you again if
you follow up with them. Closing that first sale is by far the most difficult
part--not to mention the most expensive. So use back-end selling and upselling
to get them to buy again:
- Offer products that complement their original purchase.
- Send out electronic loyalty coupons they can redeem on their next visit.
- Offer related products on your "Thank You" page after they purchase.
Reward your customers for their
loyalty and they'll become even more loyal.
The internet changes so fast that
one year online equals about five years in the real world. But the principles
of how to start and grow a successful online business haven't changed at all.
If you're just starting a small business online, stick to this sequence. If
you've been online awhile, do a quick review and see if there's a step you're
neglecting, or never got around to doing in the first place. You can't go wrong
with the basics.
