I-BIZ TIPS - Monthly E-Mail Newsletter
*Providing Tips on Making the Internet Work for your Business*
A Free Service of Tech Direct, Inc. – Ruth Rainey, Editor
Number 2
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Intro: PRICE WATERHOUSE POLL RESULTS
Price Waterhouse reports that *Research Is Top Activity on the Net.*
Consumers spend more than half their time on the World Wide Web
researching and retrieving email (77 percent), according to the 1997
Price Waterhouse Consumer Technology Survey. From the poll of 1010
U.S. consumers, 25 percent of which have Internet access from the
home.
Respondents said they spend:
o 43 percent of their time accessing the Internet for research;
o 34 percent for e-mail;
o 9 percent for game playing;
o 5 percent for reading online magazines and newspapers;
o 4 percent for online chat;
o 2 percent for online banking; and
o 1 percent each for two-way voice communications and online
shopping.
Of the 75 percent of respondents without Web access today, 46
percent said they would "never" get access. However, 32 percent said
they would gain access within five years. <http://www.pw.com/>
Since research and e-mail comprise over 75% of a Web surfers time,
this issue of I-BIZ TIPS will include information on these top two
activities.
Topic 1: E-MAIL ETIQUETTE
Since 34 percent of Internet users, literally millions of people,
use e-mail as their main activity, then it is important that you
understand and practice e-mail etiquette.
I've heard many people comment that they love to use e-mail since
no one cares if their grammar is poor or if their message is full
of typos and misspellings. While this may be true (or at least
tolerated) with your personal messages, you should rethink
this practice when it comes to your business.
A business Web site is an effective prospecting tool. An e-mail
message may be the first contact that a prospect has with your
company and first impressions still carry a lot of weight! Here are
some guidelines that you can follow to improve your e-mail image:
1. Include a subject line in all e-mail messages. Choose your
wording well as it may determine whether your e-mail is read.
2. If you are responding to a request for information, state so in
your message. Many times a person will forget that they asked
for further information and may think that your message is spam.
3. Avoid lines of special characters (asterisks, equal signs, etc.)
4. When replying to another message, refrain from quoting the
entire message unless it is very short. Either paraphrase the
main point or choose a select quote from the message to remind
the person of their comment and then add your annotations.
5. Don't shout! Capitalizing whole words, that are not titles, is
termed SHOUTING! Shouting is considered rude as well as being
hard to read.
Note however, that common Internet abbreviations are used
correctly in all caps.
o FYI For your information
o FWIW For what it is worth
o BTW By the way
o IMHO In my humble opinion
o OTOH On the other hand
o LOL Laughing out loud
o HHOK Ha, ha, only kidding
o ROTFL Rolling on the floor laughing
6. At the end of your message, include your electronic e-mail
signature file. See I-BIZ TIPS Newsletter #1 for information on
signature files. <http://www.techdirect.com/IBIZ> Once you
create a signature file, most popular e-mail packages attach the
signature to all outgoing messages.
7. Reread your e-mail message before you send it.
o Is the tone pleasant?
o If you used humor, did you include an emoticon such as a
smiley face or ROTFL to be sure your reader takes it as
humor?
For a list of the most commonly used emoticons, visit
<http://www.net-market.com/emoticons.htm>]
o Is your message emotionally charged? If so, you just wrote
a *flame* Flames should be avoided at all cost as they can
lead to flame wars (sending flames back and forth to the
other person) and e-mail bombs where someone retaliates and
bombards your e-mail box with tons of messages.
o Remember, an e-mail message can be forwarded and posted to
newsgroups, discussion lists, etc. Don't say anything that
you wouldn't want posted in any of these places.
8. Now check for grammar and spelling. Some e-mail packages
include a spell checker: In Eudora Pro start the spell checker
by holding CTRL and typing 6 or choose Edit / Check Spelling.
Microsoft Internet Explorer's spell checker starts by
selecting the F7 key or choosing Mail / Check Spelling.
9. Respond promptly to all business inquiries from customers or
clients.
10. Respect a recipient's privacy by not disclosing their e-mail
address to the entire list. When sending to multiple
recipients, use a BCC (blind carbon copy) for the list and then
put your e-mail address in the TO: section. It is easier than
you think to violate this rule. Check and double check!
And, most importantly, don't participate in *Spamming*. Spamming
rarely creates a good first impression.
Topic 2: RESEARCH ON THE INTERNET
The majority of people (43 percent) who responded to the Price
Waterhouse poll stated that they used the Internet for research.
Search engines are the first place most people go to begin their
research but they aren't the only place.
For example, your task is to research free e-mail programs and their
manufacturers. If you know the name of a company, manufacturer or
product is to type the name in quotation marks in one of the major
search engines.
If you have no luck in search engines, go to a Business Directory
such as:
ComFind <http://www.comfind.com>
Another way to find a company is via a Yellow page directory. These
directories act as online phone books for businesses.
The Big Book <http://bigbook.com>
When you don't know the name of a company or product, use keyword
phrases in a search engine. For example, if you are looking for
e-mail software, try *email software* Use the advanced or help
button to get more information on refining your search.
Following the software scenario, you can also search in:
* Software sites
Visit software sites such as CNET's Shareware.Com, Download.Com
and BuyDirect.Com, Dave Central, etc.
You can search for these types of resources in search engines
with keywords such as: Software, shareware, freeware, demo
software, etc.
* On-Line Magazines and E-Zines
Software is often reviewed in Internet and computer-based
magazines and e-zines. Reviews often provide valuable pros and
cons regarding a product and point you to *best in category*
competitors.
Some sources are:
NetGuide Magazine Online
<http://techweb.cmp.com/ng/home/>
PC Magazine Online
<http://www8.zdnet.com/pcmag/iu/iuser.htm>
ZD Internet Magazine MegaSite
<http://www8.zdnet.com/zdimag/index.html>
Most of these sites will also have a Web site search engine
that searches their site by keywords.
As you can see, there are many vehicles to conduct research other
than search engines. Make sure your company's web site is listed in
these types of resources as well as the top search engines.
Also See:
The Electric Library. The Electric Library makes it possible to
conduct real research over the Internet using a deep database of
reliable sources.
<http://www2.elibrary.com/search.cgi>
A comprehensive list of a wide cross-section of search tools is
listed at the Clearing House of Subject-Oriented Internet Resource
Guides at the University of Michigan.
<http://www.clearinghouse.net>
Topic 3: SEARCH ENGINE REALITY CHECK
There is no doubt that you should be listed in the major Internet
search engines and directories and that you should attempt to get
your page as high up in the listings as possible by acceptable
means. If you are losing sleep at night obsessed with improving your
search engine standing, then consider the following:
Expectations are beginning to exceed reality when it comes to search
engine listings. To evaluate this situation it is necessary to wear
three hats: Search Engine Administrator, Search Engine User
and Web Site Owner.
The Search Engine Staff
The Search Engine Staff seeks a clean database that is fast and
returns relevant results to a search. They also want the largest
number of indexed Web sites, the most users and the fastest
access time. The Administrator looks at the database as a
research tool and not as a way to promote a Web site. Search
Engines sell banner advertising to meet your promotional needs.
As a side note, Yahoo! remained the No. 1 ad-supported site in
June at an estimated $5 million in revenues, while Excite
maintained its hold on second place at $3.2 million.
The Search Engine User
The search engine user wants an easy-to-use searching device that
provides pages that are relevant to their query, a database free
of links to obsolete Web sites, and fast server response.
Searchers rarely appreciate finding multiple occurrences of
one Web site salt and peppering the first 100 entries.
Web Site Owner
Every Web Site Owner wants to be number one out of thousands of
entries in as many categories as possible. At the very least
they expect to be in the top 20. Unfortunately, if 100 thousand
Web sites are vying for the same keywords, everyone cannot be in
the top 20. It is difficult and it becomes a constant effort to
place your Web site in the top 100.
Here are some things to consider to reliagn yourself with search
engine realities:
o Your position in a search engine can change with every new
entry to your category. Submitting your entry and achieving
the top spot does not ensure your top position tomorrow.
Others will review your source code to see what you did to
achieve your position and will do you one better to beat you
out of that position tomorrow. Submit, monitor and resubmit
again to move up in the listings. There is no silver bullet.
o What works today, won't work tomorrow. Since Search Engines
want the most relevant pages to return they are constantly
evaluating and changing their rules for submittal. IMHO, they
are moving toward a heavier emphasis on content. For example,
if your Web site sells Dutch Tulip Bulbs, the text of your
Web site should specifically address the topic of tulip bulbs
from Holland and mention your keywords numerous times.
o Pages that were indexed earlier seem to get higher preference.
This is actually a misnomer as new rules for entry are applied
to all pages. The problem is that they are immediately applied
to newly submitted pages and it takes time to apply these new
rules to older pages. It takes time to respider millions of
Web sites.
o If an outright abuse is taking place, find an email address on
the Web site and complain. Be sure to include the keywords you
searched on so they can run the search to check the misuse out
for themselves. Many search engines will address dead links in
their FAQs and tell you how you can help eliminate them.
o In your attempt to make the top 20, try other combinations of
keywords. Ask friends and prospects what keywords they would
use to find you as a professional in you line of work might use
words or jargon that a potential customer may not know.
o Pick your best keywords and go after high rankings with just
one or two sets of phrases. Fine tune your content emphasizing
your keywords. It is better to be number 2 on a list of 2
thousand entries than number 500 on a list of 100 thousand.
o Don't obsess about search engines -- promote your Web site
in other ways. If you are basing your business on just search
engines your business plan needs rethinking. Press releases,
reciprocal links, e-mail updates, newsletters, vertical market
guides, incorporating your URL into traditional marketing
campaigns, and on-line banner ad campaigns are all elements
that should be used in your marketing mix.
Topic 4: HANDLING INFORMATION REQUESTS
You've spent an enormous amount of time (or money) promoting and
advertising your Web site. Someone finds your site and fills out
your on-line form requesting additional information. What are your
plans to fulfill this very important step in the sales cycle?
The first requirement is that you respond as quickly as possible!
The longer you wait, the greater the chance that someone else has
filled the need. After all, most prospects request information from
multiple sources before selecting the company that best meets their
needs. Getting the sale or the business may boil down to providing
the best *customer-focused* information first. It will also make a
great first impression!
Secondly, manage visitors' expectations regarding the reply vehicle.
For example, your site says: *for further information on Atlanta,
complete our online form.* Just what is the visitor getting? When
will he get it? How will it arrive? Why should the visitor agree
to provide you with this information?
A more effective method is to set the visitor's expectations:
Complete our on-line form to receive our Free 10-page report
on Growing Larger Tulips via e-mail.
Complete our on-line form to receive a free copy of *Tulip
Lovers Magazine* via snail mail.
You will probably agree that you are more eager to complete a reply
form when you know what's in it for you! Capitalize on this.
Lastly, make it as easy as possible for your visitor to interact
with your company through multiple reply vehicles: e-mail; phone,
fax, pager and 800 number.
If you are too busy to read your e-mail every day, DO NOT have
requests for information sent to your e-mail account. Delegate the
task to someone and put it in their job description.
If you are the only work horse behind your Web site try an automated
mailbot called an autoresponder. An autoresponder is great when the
request calls for a text-based e-mail reply. An autoresponder is
the Internet's answer to fax-on-demand. Here is how it works:
o Set up one or more e-mail addresses with an autoresponder
service provider. See the list at end of this section.
o Provide them with one text document per e-mail address.
o Advertise the autoresponder e-mail address on your Web site,
your e-mail signature file and offline marketing vehicles.
For example:
For a free report on *Growing Larger Tulips* via e-mail, send
e-mail to <mailto:tulips@automail.com>.
When an e-mail is sent, here is what happens:
o Immediately upon receiving the message, the service sends your
text file to the e-mail mail address of the sender.
o At the same time, the autoresponder sends a copy of the e-mail
request to your address.
Even if you plan to send the requestor something by snail mail you
can still use an autoresponder to thank the visitor for their
request and state that their request will be fulfilled within
24 hours and mailed via first class mail.
Now visit your Web site and evaluate your request for information
page. How well are you setting and managing your visitor's
expections? Is there something in it for the viewer if they provide
the information that you need?
SOURCES FOR AUTORESPONDERS
Since your reply is so important, use well recommended services.
Try to avoid free services that attach advertising messages to the
end of your reply. While the price seems right, you may loose a
prospect. Two highly recommended autoresponder services are:
Databack.Com <http://www.techdirect.com>
Infoback.Net <http://www.infoback.net>
Topic 5: ASSORTED TIPS
If you have tons of hits, but no sales leads- evaluate your Call-to-
Action. What are you asking the visitor to do and what's in it for
them?
If you have a truly great site with information that you know your
clients and prospects want but are still not getting many hits -
beef up your marketing strategy. How are you reaching your target
market to tell them about your Web site?
Focus on the needs of your target audience, not yourself. If you
begin with the word "I", or if you use "I" more than three times,
you've probably lost your visitor. Remember, your visitor wants
to know what's in it for him or her, not you!
Updating your Web site?
The first page (home page) is the most important page of the site.
Research shows that four out of five readers never get beyond the
first page. Certainly, they won't go any farther unless you attract
them. Give them a reason to read on.
Topic 6: BUSINESS-RELATED SITES, ARTICLES AND SURVEYS
NetDictionary
An alphabetical reference guide to technical, cultural and humorous
terms related to the Internet.
<http://www.netdictionary.com/>
The Sales Doctor Magazine - The weekly magazine written by sales
experts to help you sell more of any product or service and keep
your customers coming back. New issue is published every Monday.
<http://salesdoctors.com>
Peter Beim's (Unofficial) Eudora FAQ & Links
If you are an Eudora e-mail user, this site will help you learn to
use Eudora more effectively.
<http://www.cs.nwu.edu/~beim/eudora/index.html>
NetGuide Magazine's Tutorial: Enhance your multimedia experience on
the Web with a step-by-step primer on Macromedia's Shockwave.
<http://www.netguide.com/server-java/NGPage/Internet>
NetProfit Magazine Readership Poll
NetProfit Magazine asked their readership:
*What methods of paid advertising has your company used to promote
your web site and would you consider them successful?*
Print Ads
18 percent Not Successful
82 percent Successful
Banner Ads
23 percent Not Successful
77 percent Successful
Contests
52 percent Not Successful
48 percent Successful
Direct Mail:
85 percent Not Successful
15 percent Successful
The number of respondents was not revealed.
<http://www.netprofit-mag.com/issues/9707/polls.htm>
Articles of Interest
More Companies Look to Redesigns to Drive Web Leads
If you are thinking about redesigning your site, this article may
help you understand the importance of content.
http://www.netb2b.com/cgi-bin/cgi_article/monthly/97/06/01/article.1
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