Selling on the Internet. George Matyjewicz.PhD,
Chief Global Strategist at GAP Enterprises, Ltd, retail
management and marketing solution firm, offers Licensing Trends'
readers retail tips on how to go online and sell on the Internet.
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"Reaching 45
million-plus Net surfers worldwide, the Web's reach can
instantly transform a small company into a global
distributor." |
How do they find you?
The Internet can be compared to an online Yellow Pages directory,
with far greater flexibility to search content. Using search
engines, a visitor keys in a keyword and finds matching sites.
Then, by narrowing the search elements, he finds more specific
sites. There are about a dozen major search engines and 400 +
specific search engines. If you structure your site well, it
should come up on all search elements directing visitors to your
site.
Guidelines. For
the first six months, experiment with the site. Monitor the
traffic and change your site contents to improve it and to direct
your visitors to areas of importance to you. Your Web site should
be interesting, have eye appeal and should change frequently to
draw visitors Specifically... |
 The site should have
10-15 pages that include your company profile, history; "What's
New" at your company, media coverage, length of time in business,
financial stability, and what it is that makes you unique.
In the first 75 words of your company's profile tell as much as
you can about your business. Search engines that crawl the Web
pick up the first 50-75 words, and it is critical to get on as
many search criteria os possible.
Initially plan to have three product/service categories with five
products in each category. The product mix should vary, depending
on price, uniqueness, ease of sale, etc. They should include
product images, detailed descriptions, prices and ordering
information.
Place your site on as many search engines as possible. There are a
dozen or so major search engines and over 400 specific search
engines. While promoting on the Web can be geared to a local or
regional market, it is more cost-effect- ive for selling globally.
Be certain each page has a link back to your home page for those
visitors using search engines who find a specific page in your
site.
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Provide an "Auto Responder to send additional information to
visitors to the site, without any human intervention.
Provide on online interactive order form or a "shopping basket"
for the visitor to place an order. Do not force the visitor to
pick up a phone and call you!
As your site grows, provide a product search capability to allow
visitors to find a particular item.
Provide a survey/ feedback form to get input from the visitor.
Allow visitors to sign your guest book, which you can then use as
a mailing list to send them information about new
products/services.
Make certain you con get visitor counts to every page in your
site. This enables you to fine-tune your site.
There are no specific products
or services that do better (or worse) than others. As in any new
method of promotion, you should try the Internet for at least 6-12
months and see what happens.
- For information,
contact Dr. Matyjewicz at
- (201) 866-8199 or
e-mail to...
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georgem@gapent.com
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