Research Phase Perform

Perform some research, also known as, the Research phase is another good way to build a business.

Research your competition and industry sites. See what kind of competition is out there. What kind of marketing does your competition engage in? Don't look to "reinvent the wheel", take a look at how the current market works; develop a list of pros and cons about your competition and then make your web presence work better

Develop Design and Concept

Finally time for the creative and fun stuff! This involves the selection of specific content, the layout of the site structure and navigation and the overall "look and feel" of your website.

Remember to pay special attention to your navigational structure!!!

If visitors can't navigate your website or feel lost when doing so, your "pretty" site will have been a waste of time; don't go there, keep the navigation simple and for SEO purposes, make sure your navigation is text based. Although Flash driven websites look cool, they are not SEO friendly and can create more problems than the "coolness" factor they express (we'll discuss Flash sites in another article).

Website Development

When considering which technology to develop your website, think cutting edge technology, not bleeding edge. Make sure the technology you use, such as ASP, PHP, HTML, CSS, will be useful for the next three to five years.

Database driven website are ultimately the easiest to maintain through the use of a content management system, but make sure the CMS you use is SEO friendly. An SEO friendly CMS will utilize real URLs, not strange looking query strings with lots of strange characters and question marks. Search engines despise query strings and rank these sites accordingly

Choose Right Host Provider

Choose the right host provider and implement your website correctly is a good way to start building a business. When deciding on a host provider, make sure the host is not only reputable, but has been in business long enough that you can be sure they will be in business next year. Also, ask about site uptime. If your site is down for any reason, this will not only affect your potential and current customers, but the search engines as well. If the search engines decide on a given day to spider your site and it is unavailable, it could cost you your rank

Website Market and Promotion

Register your site with the major search engines such as Google and Yahoo. Initiate other marketing activities such as an email blasts to prospective customers. Consider "Pay per Click" advertising with the major search engines and don't forget about a long term SEO campaign to drive targeted traffic to your site

Website Maintenance

Probably the most important long term step is continuing to provide current and relevant information on your website. Keep your site content current to encourage return visitors and give them something to return for! Related to SEO, search engines just LOVE sites which provide new content on a regular basis and rank such websites accordingly.

Overall, remember, your website is not just a marketing tool, it's a business tool, and it should be generating a revenue stream for your business

Selling Concepts Is All About The Presentation

The recent US election is a great example of how to sell a concept. Putting all political bias aside look at the difference between how Obama approached his speeches and how McCain approached his. Of course both men talked about their policies and how they would handle different domestic and international situations.

McCain spoke to his constituency and delivered what they wanted to hear, but his words and presentation style fell far short of motivating the undecided or converting non-believers. Accusing a fellow Senator and Harvard Law alumni, with red baiting language like "redistributing the wealth" was obvious code language that failed the sniff test to all but his staunch backers.

Compare McCain's efforts to motivate through distrust and fear to Obama's message of hope, with his "Yes We Can" catchphrase echoing the American 'can do' spirit and traditional approach to solving problems. Not only did Obama say the right words to motivate his audience, he delivered his message with the motivational rhythm and cadence of an inspirational preacher.

Whether you're selling a political agenda or carbonated sugar water, you must learn to communicate your marketing concept in a way that people will understand, remember, and act upon.

Concepts Are Universal

The Web is an international venue. If you have something of value to say or sell, you will attract an international audience. Foreign companies that want to access the USA market must learn to speak "American" or hire a marketing communication company that does. American companies that want to grow beyond their local markets must learn to think concepts, the universal language of sales.

We All Sell Concepts Not Products and Services

One way or another we all sell a concept no matter what the product or service. When a client approaches us with the question "why aren't we selling more stuff?" a quick review of their site usually provides the answer: their website is not articulating in any meaningful, memorable manner, the conceptual premium their product or service delivers.

Before you invest in a new website or Web marketing campaign, decide what concept you are actually delivering. That concept is the basis of your marketing strategy and it informs what you say and how you say it.

Crafting Your Web Marketing Message

What do you sell? A seemingly simple question any business executive should be able to answer, but can they answer it accurately? Ask yourself: do you sell a product, a service, or a concept? Does a shoe store sell shoes, or comfort and status? Does an accountant sell auditing services, or legitimacy and security? Does a politician sell tax cuts, or a better future?

When it comes to marketing you have to think concepts; if you build your advertising around products or services rather than concepts you won't ever be able to develop an effective campaign, let alone an effective website presentation.

Take Target and Walmart for example: they both sell similar products for the most part, a problem many retailers and most distributors have but refuse to face. Target markets itself as the leader in low priced, designer-styled merchandise, a distinct marketing position compared to Walmart that markets itself as the low priced leader and the heck with design. Each company delivers a unique marketing concept, one targeting consumers interested in price alone, the other aimed at shoppers who want a little style with their bargains: two different concepts, two different brand positions, and two different marketing strategies.

Words Have Meaning

Far be it from me to criticize CBS news anchor Katie Couric, who generally does a fine job, but when she refers to the Democrats winníng the House, Senate, and Presidency as "single party rule" it raises the hackles on the back of my neck. Words have meaning and presentation has impact. But I am not just talking about proper grammar, syntax, and usage, something many of us stumble over at times, but what of idiom, metaphor, and voice; elements that are just as important in effective marketing communication as proper usage.

Years ago while visiting London, England I passed a store with the sign that read "Fags and Mags," a disconcerting message until I got acclimatized to the British slang. When it comes to marketing, you can get away with a lot, but even countries that speak the same language have different patois, slang, and cultural references.

One of the great advantages of being from Canada with its proximity to the USA, its historical ties to the British Commonwealth, and its multicultural population is that we understand these differences and can translate them into effective North American marketing campaigns.

The Web Is An International Venue

The Web of course presents one additional wrinkle to the service issue, one that puts a premium on communicating your message effectively: the Web is an international venue. No matter what you do, or where you're located, you can be sure people from all parts of the world are visiting your website if you have something of value to say. This then puts a premium on your ability to articulate a coherent message, one that eliminates the need for visitors to phone Mumbai, Beijing, or Lickskillet, Ohio.

English speaking companies have a hard enough time communicating effectively, but what of non-English speaking companies trying to break into the North American market? You find websites in many different languages, catering to local markets, but if you're looking for North American exposure, you best deliver your message in the language of the Web, and like it or not, that language is English.

People Wonder Why They Can't Sell More Stuff

We all have our favorite stores and websites, where we know we will be looked-after with more than the ubiquitous and perfunctory, "have a nice day," but sadly that sense of service is all but lost in a misguided rush to pseudo efficiency. Brick and mortar stores with their part-time, minimum wage time-fillers whose only talent seems to be a vacant blank stare accompanied by "that's not my department" is bad enough.

But what of websites that don't accept phone calls, or any other kind of inquiry other than a form email that you can be assured will be answered in a week or two, along with a request for more information that generally corresponds to the information you've already provided - that's what passes for website service today. And people wonder why they can't sell more stuff.

Shopping Is An Experience

The world has changed dramatically since the days when neighborhood shopping was the main option, and people relied on their local merchants for products and services. The world of commerce today seems to be divided between two competing scenarios:

• On the one hand, people are more mobile than ever before, and more willing to travel to buy what they want, even with wildly fluctuating energy costs.
• On the other hand, people are busier than ever and use the Internet to seek out the companies, products, and services they want and need.

What seems to be consistent is the underlying need to feel something, to experience the process. The higher the value, the greater the psychological component to the buying experience. The same is true for products and services that are considered non-essential.

Another Ways To Heat Up Sales

Make sure your classified ads don't sound like an ad. Don't ask people to buy anything or they won't click, give something away instead.

Give your free bonus products extra perceived value. Don't use the phrase "free bonuses" use the phrase "you will also get".

Keep your visitors on your web site longer. The longer they stay, the greater chance they will buy. Just hold a treasure hunt contest on your web site.

Make sure you're always creating new products and services or improving old ones. Most products or services won't stand the test of time online.

Split the cost of online advertising and marketing by sharing a web site with a similar, non-competing business. You would both put up half the cost.

Scorching Ways To Heat Up Your Sales

1. Email each visitor a satisfaction questionnaire after they purchase. This will allow you to improve your order system, customer service, site, etc.

2. Give a percentage of your profits to a cause your customers would like. It could be a charity, school, environmental improvements, etc.

3. Take harsh criticism the right way and improve your online business. Don't get down in the dumps, improve the situation so it doesn't happen again.

4. Try bartering before you buy services, supplies and equipment for your business. You can use the extra money you save on advertising your business.

5. Give away a follow-up email course on an auto- responder. Include your ad with each lesson. People will buy quicker when they see your ad repeatedly.

10 Ways To Erupt Your Sales Like A Volcano

1. Save time and money using ad submitters. You will reach a larger part of your target audience far more quickly than by manually submitting your ad.

2. Create a good first impression. You will not be able to sell very many products if your visitors think your web site looks unprofessional.

3. Stop procrastinating and start finishing all your business tasks. Do one at a time. Do not get caught up thinking that you can never get them all done.

4. Develop a relationship with all your visitors and customers. Tell them how much you appreciate them visiting your web site or buying your product.

5. Hire a business coach to help improve yourself and business. They could help increase your sales, motivate you, balance your workload, etc.

6. Stay away from being too comfortable with your income or life. You should always be making new goals for yourself and developing new sales ideas.

7. Stay away from becoming a workaholic. Your mind needs time away from your business life. This will help your brain think clearly while working.

8. Create and follow short/long term goals for your business. The short goals can create early success and the long term goals can create future success.

9. Look for different ways to prove your business and products to your audience. You could collect testimonials, hold surveys, do scientific tests, etc.

10. Try new business ideas and strategies. Do not be afraid of changing what you're doing. You could try out technology, advertising, marketing, etc.

Taken from Stone Evans, The Home Biz Guy