Making $$ on the Internet
Carl F. Traub, CCIM, SIOR
The E Commerce Book
------------------Building the E-Empire
Steffano Korper & Juanita Ellis
A Good Website Provides
Value to Your Clients

Empowers Customers
 Provides Customer Service – with online
support, FAQ listings,follow-up e-mail
messages
 Must be user friendly
 The site should provide new and topical
information.
Sales and Marketing
Strategies on the Internet
Involve 3 Basic Questions
--------------------------------
How do I attract customers to my site?
 How do I keep customers at my site?
 How do I make the site sell for me?
How People Discover Web Sites
Search Engines
87%
Links from Other Sites
85%
Printed Media
63%
Word of Mouth
58%
Newsgroups
32%
E-Mail
32%
Television
32%
Other
28%
Books
28%
0
20
40
60
80
100
About the Search Engine….

Notice you receive a list of sites ranked
according to relevance (how closely the site
matches your entries).

Search engines follow rules that describe
relevance according to words and their
frequency.
 Search Engines check to see if the keywords
appear near the top of a Web page
Search Engines -- more

They include the headline, subtitle, or first
few paragraphs of the text
 Web pages with keywords appearing in the
title are considered more relevant than
others to the selected topic
 Search engines analyze how often keywords
appear in relation to other word in a Web
page. Higher frequency are more relevant
than other Web pages
Search Engines and Directories
Alta Vista
Direct Hit
Excite
GoTo
One of the
largest search
engines on the
Web, a
favorite
Ranks sites
based on the
number of
hits received
Offers a
mediumsized index
and integrates
non-Web
material
Companies
pay to be
placed higher
in GoTo
listings
HotBot
Infoseek
Lycos
MSN
Favorite due
to large index
and search
features
Small to
medium size
index, has
person
listings and
company
pages
A directory
model
Directory
listings and
search engine
results
More Search Engines
Netscape
Branded
version of
Excite
search
engine
Search.com
Branded
version of
Infoseek
offering
specialty
searches
WebCrawler
Smallest index
of any major
search engine
Yahoo!
Largest
humancompiled
guide to
the Web
with over
1,000,000
sites listed
Web site Strategies
Define Vision & Goals
Think Big !
2. Align the vision of
your company
1.
Set Goals

% increase each
quarter
 Leading source of
certain services
 Highest quality service
 Decrease costs
Strategies ….
Research the Markets
 Look at competitors’ sites and strategies
 Brainstorming
Create a user friendly site

Seamlessly interface with your inhouse and
outsource services
Strategies
….
Questions to Ask




What are the major
products of interest to
your company?
What are your new
revenue streams
What sales & marketing
techniques to use?
How should you provide
and enhance customer
service?

What services do you
offer?
 How do you ensure
repeat business?
 Demographic and
geographic
characteristics of your
customer base?
Strategies…..
Consider Marketing
Look at new methods
to generate incentives
Categories , search
engines, banners,
 Advertise for other
companies on your
online ads, message
site
banks, e-mail links on
 Provide subscriptions
other Web sites, news
and online information
groups, traditional
 Partner with
media and press
companies
releases
Strategies….
Don’t forget about the service category
 Think of services that can be marketed online
 Think of ways to create a commerce site
that would keep customers coming back
 Create a Scope Statement by breaking the
project down into manageable units.
 Place boundaries around what you hope to
accomplish

Be Ready to Deliver!
24/7
------------------------------------------------------
(40% of population access the Internet)
Web sites that work

http://www.traubco.com/