The Essential Online Solution: The 5-Step Formula for Small Business Success

Overview

With big-box stores dominating today's business landscape, smallbusiness owners are facing serious challenges. But there is a wayto level the playing field and win—and The Essential OnlineSolution will show you how. Written by industry experts Rick Segeland Barbara Callan-Bogia, The Essential Online Solution providesyou with a formula for small business success that begins with theInternet.

Straightforward and accessible, this one-of-a-kind guideoutlines five essential steps ...

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Overview

With big-box stores dominating today's business landscape, smallbusiness owners are facing serious challenges. But there is a wayto level the playing field and win—and The Essential OnlineSolution will show you how. Written by industry experts Rick Segeland Barbara Callan-Bogia, The Essential Online Solution providesyou with a formula for small business success that begins with theInternet.

Straightforward and accessible, this one-of-a-kind guideoutlines five essential steps that will allow you to harness thepower of the online world and improve your company's bottom line.The concepts and tools discussed here have been tested and proven,and even though these concepts may vary with the advent of newtechnology, they will always remain essential.

The five essential steps covered within these pages will openyour eyes to a new way of doing business in today's dynamicenvironment and give you an edge over the competition.

  • Step One: Uncovering the Possibilities
  • Step Two: Building Practical, Powerful, Professional Web sitesthat Work
  • Step Three: Positioning You as the Source . . . Creating ExpertStatus
  • Step Four: Creating the Buzz with Clicks and "Clends"
  • Step Five: Sell, Sell, Sell

The online world can take your business places it could never gobefore. But to get there, you need a firm understanding of howe-commerce works. As you progress through this book, you'lldiscover new ways to market to, and communicate with, yourcustomers. You'll also learn how to earn customer loyalty andbecome a valued resource to your customers. Each step of the way,you'll be introduced to new methods—such as blogs andpodcasts—that will allow you to better service your customers,keep them more informed, and sell them more.

Whether you're looking to launch a new business or improve uponan existing one, The Essential Online Solution contains the lessonsand information you need to survive and thrive in today'scompetitive business environment. Filled with in-depth insights andpractical advice, this book can help any small business make themost of its online endeavors.

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Product Details

  • ISBN-13: 9780471920533
  • Publisher: Wiley
  • Publication date: 10/6/2006
  • Edition number: 1
  • Pages: 288
  • Product dimensions: 6.30 (w) x 9.10 (h) x 1.20 (d)

Meet the Author

RICK SEGEL, CSP, a seasoned retailer of twenty-five years,owned one of New England's most successful independent women'sspecialty stores. He is the marketing expert for Staples.com, thecocreator of the Retail Technology Assessment for Microsoft, and afounding member of the Retail Advisory Council for Johnson &Wales University. Segel is the Director of Retail Training for theRetailers Association of Massachusetts. He is also the creator ofthe Retailers Association of Massachusetts Awards of ExcellenceProgram (RAMAEs), which has recognized over thirty of the mostinnovative retailers in the state. Segel holds the CertifiedSpeaking Professional designation and has been a featured speakerin over 1,400 presentations. He is also the author of RetailBusiness Kit For Dummies (Wiley), which became the number-oneselling retail how-to book in the United States.

BARBARA CALLAN-BOGIA is a speaker and trainer whoconducts seminars to thousands of people on influencing, leading inmultiple locations, communication, and office politics. She is alsothe owner of Callan Consulting, a successful national managementdevelopment consulting firm founded in 1996, and cocreator of theRetail Technology Assessment for Microsoft.

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Table of Contents

1 Introduction.

Step I: Uncovering the Possibilities.

2 Online Business Solutions.

Where Are We At? Understanding the Past, Present, and Future ofOnline Business.

3 Why Do People Buy Online?

What Motivates Them?

4 The Big Picture.

The Levels of Online Commerce.

Step II: Building Practical, Powerful, Professional Web Sitesthat WORK.

5 Understanding Web Sites.

The Front Door to Your Online Business.

6 Our Rules for Killer Sites.

7 Building Your Web Site.

It’s Easier than You Think.

8 The Winners and Losers.

Web Site Critiques of the Good, the Bad, and the Ugly.

Step III: Positioning You as the Source: Creating ExpertStatus.

9 E-mail Marketing or Is It Pinpoint Marketing?

10 The Blog.

The Tool that Can Change Your Business.

11 Podcasting.

The Sweet Sounds of Success.

Step IV: Creating the Buzz with Clicks and Clends.

12 Web Positioning.

How Do They Find You?

13 Pay Per Click: A.K.A. Pay for Performance.

A New Way to Advertise.

14 Advertising.

Traditional and Nontraditional.

15 Viral Marketing.

Step V: Sell, Sell, Sell.

16 Going, Going, Gone—eBay and Online Auctions.

Are They Right for You?

17 Sell for Me.

Affiliate Programs Get You on the Map.

18 Bringing It All Together.

Index.

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