 |
Discover |
|
|
Discover |
Finding your way around the internet is easy. There are hundreds of search engines to help you locate whatever you are interested in. You just type in what you are looking for hit submit, and the search engine will pop up a list of sites that relate to your inquiry. You just click your mouse on the site name you want to visit and you are connected to that page. The URL (the http address) is the web page or site address. It is like a phone number. When you click on, or type in the URL your computer is connected to the web page assigned to that URL. It is really that simple.
Here's a tip that can be used to answer just about 70% of all the questions we might want to ask about Internet related marketing, tools, software and terms... Go to your favorite search engine and type the question just as if you would speak it. "What is FTP?"
You will get an answer, and you will gain some valuable knowledge. The Internet is a learning tool, information source, as well a cost efficient marketing tool.
So what is...
HTML = Hyper Text Mark-up Language
FTP = File Transfer Protocol
CGI = Common Gateway Interface
F.A.Q.= Frequently Asked Questions
The reason the first three are SO important is that without a minimum of two of these you DO NOT have a website. If you include all three you can have a well developed fully interactive web site, instead of just a bunch of pages on the Internet like many seem to settle for. With only HTML and no FTP you can mark up the document but you cannot FTP it out to the server.
Web page copy is very important. It's not a trade-off or an "either or" situation. It's a balance of good copy in a compelling page lay-out encompassed by a user friendly website design that adds to the user experience.
If your main goal in marketing on the Internet is to gain exposure for your products, it is not necessary to become a web page developer or purchase all the equipment and software. You do not even need a computer, or even know how to use one. NCA can create and host your web page for you on the NCA site.
Domain Names: Now contrary to the scuttlebutt, not all the "good" domain names are taken. Chances are that if you want a domain name that is the same as your business name, the name is likely available. You can check the availability of a domain address at; http://rs.internic.net /cgi- bin/whois Once you've selected your domain name, you can register it yourself and InterNic (the organization that regulates ALL domain addresses) will bill you $100 US to book the name for 2 years (Note: some providers will also charge you a fee to do this but you can do it yourself at (www.internic.com). Thereafter to keep the same domain name it will cost you $50 per year. Once that's done, you need to locate an honest, reliable provider to host your domain. Yes, even though you've booked the name you are still going to need an Internet Service Provider (ISP) to store your domain files. These are the files (pages in HTML code) that create your web site and viewers see when they type in the domain address you've selected. Commercial hosting fees range from $100 to $500+ per month depending on the file space and services you require. If you are not ready for that much cost or set-up headaches, you can obtain a web page from NCA for a minimal, one-time page set-up cost, and the cost for advertising. NCA will give you your own Internet address (the URL) and all the inquiries and sales go directly to you.
Although it's nice to be visual, your business use of the net doesn't have to be just a website. A good list of email addresses can be just as valuable. Begin by asking your customers for their email when you take an order or a check and then do a monthly mailing to pass the word to the people who are most likely to buy - those who have already bought from you before. You can use email and not have an Internet connection. For free email software for use with any IBM compatible PC call, Juno at 800-654-Juno or go to http://www.juno.com. One great tool for using email successfully is an email program called Pegasus. Another is Eudora. Either program can handle large mailing lists you accumulate and distribute news to on a regular basis. In any business, on the net or off, the more you stay in touch with your customers, the more your overall sales will increase.
1. Decide on what products to advertise
2. Have one color photo for each item
3. Write a brief description so the viewer clearly understands how to order, include all details like price, sizes, colors, etc.
4. Have an order form that includes payment options, shipping & handling , tax % for your state. include everything a viewer needs to know so they can order right from the page.
5. Include as much contact information as possible, address, phone, fax, or email, make it easy for customers to communicate with you.
6. Keep your page simple and easy to navigate. Adding lots of bells and whistles may actually distract from the purpose of your page.
7. Size your graphics so your page opens quickly.
8. Maintain the focus of your pages to target the purpose the page was created for.
All the "professional net marketing experts" offer this key advice:
1. Keep your web page up-dated continually.
2. Offer useful information of interest to your viewer
3. Provide a reason to keep them coming back
In applying these basic ideas to promoting your arts and crafts, first think about what BENEFITS your products offer to the buyer.
Remember, the Internet is selective or consumer driven... it is not the same as print advertising where the reader happens on your ad by flipping through a publication... the viewer is on your web page because they clicked (or selected) to go there. That means they are at least interested... in what items you have to offer. Now you have to give them a reason to stay there!
It is the same rule as displaying at craft shows... you have a few seconds to capture the interest of the casual browser strolling the isles, to get them to STOP at your booth. Net surfers are the same, if not worse! Your first screen has to be compelling and offer a reason (benefit) for them to scroll down to see more, or follow your internal site links or page jump links, to see what you actually offer.
People do things when *they* are benefiting so a statement such as...
1. Spring Decorating Ideas... Click here
is more compelling than... See Our Spring Floral Designs
2. What's New in Jewelry Fashion for 1998... Click Here
is more compelling than... See Our Jewelry Selection
3. Attention Doll Collectors... Wait 'Til you see this... Click Here Now!
is more compelling than... Country Doll Collection
Keep your pages fresh and up-dated, change the headlines frequently. Move your viewer from passive to active. Now that you have attention/motivating click-on or page jump links... Follow through with repeating it at the top of the link-to page or page section.. This reassures the viewer that they will benefit from scrolling through the page and now ADD a subtle sales message (mini statement) to sell the *benefits* of your product. For example:
1. Spring Decorating Ideas... Scroll down to view an exciting line up Spring Florals that will add pizzazz to your home!
2. What's New in Jewelry Fashion for 1998... Scroll down to see a unique line up of hand-crafted gold and silver jewelry.
3. Attention Doll Collectors... Scroll down to see the latest collection of Country Doll Collectables.
You could also set up theme pages, the same as you do your booth display. Group like or cross-selling items together on a web page, with each page linked to from your main page by compelling attention grabbing headlines that link them to this page. Or maybe use seasons, events or holidays to create a special pages. People do things when they are benefiting, so a statement such as: Spice up your Thanksgiving, click here; Discover the Latest Fashion Ideas for Spring; Unique Gift Giving Ideas; For Women Only; Gift Giving Ideas for Men; Home decorating ideas; you get the idea. Now don't forget to provide some useful information AND a reason to come back to your web page or site...
Most crafters produce items that are home decor or gift items. So you can easily find useful information to provide that ties into your product line and ADD the cliff hanger... a line like .... bookmark this page and check back frequently for more helpful tips on_____.
Some ideas to build on: Sell gift items: list of birthday month flowers, birthstones, astrology signs or meanings; an- niversary gifts by year & type; party games, or party themes and decorating ideas; Valentine's Day or Mothers Day, a list of cute sentimental or inspirational sayings; Home decor: Latest trends in decorating styles, fabrics, motifs, colors, etc.; Wearables: Fashion ideas, trends, colors, or styles etc.; Tips on jewelry care, cleaning or storage (this works for almost any product). Sell kitchen related items, how about recipe's or cooking short-cuts; Gardening tips; Florals: list of different flowers and their meaning or origin; or information on the history of your craft, the techniques or materials used. Make it fun, useful information, even wild or crazy, dig out those little known facts or trivia and use them to add interesting content to your web pages. It will be well worth the effort. Remember get them *benefit motivated* to stay long enough to see what you actually have to offer.
What works is a combination of marketing strategies, carefully planned to work together to create maximum exposure for your business.
These strategies you use of course depends on the size, production capabilities, and selling methods you use in your business.
First you have to have a business identity. Define exactly what your business is, then define who is your target customer. If you do not have a clear image of your customer profile... how can you set up a marketing plan. A small business does not have the time or funds to use the shot gun approach in marketing. Develop your niche and point all your efforts at that target market.
Many think of marketing as finding "New" customers. While this is important, never ending task, you can't afford to waste your most valuable asset... your existing customers.
You should always be wearing your marketing "hat". Marketing is a snowball effect, growing as it rolls along.
1. Use a guest book, contest sign up, free newsletter or show schedule mailing to get customers & browsers motivated to give you their names and addresses.
2. Ask customers for referrals, offer to put their friends on your free mailing list.
3. Carry your business cards, brochures and/or show schedules at all times. At any function, church, school, club, organization, business, whatever, work into the conversation that you make crafts and pass out your card, show schedule, or brochure. Make them available for pick free up by browsers in your booth, and be use them as bag stuffers with every sale.
4. Use the above contacts to offer to do a show and tell about your craft at meetings. You can talk about the techniques or the history of your craft, or even demonstrate your technique.
5. Send regular news stories to your local newspapers.
6. Contact your existing customers and mailing list on a regular basis, at least 4 times a year. Mail post cards, your show schedule, a news- letter, brochures, or a catalog; Use email, fax or the telephone, but keep in touch, they are your most valuable asset.
7. Make it convenient for your customer to contact you. Offer as many ways as possible, phone, fax, (both local & 800 number) mail, email and a web page. Be sure ALL your contact information is on every piece of printed material.
8. Use E-Mail
9. Have a web page for your products. It is not necessary to have a full-blown web-site. But at least a page on the Internet to balance your overall marketing. It is the most cost effective advertising available to artisans.
Use as many ways as possible to reach potential and existing customers. Develop a marketing plan to target your profile customer. Make it your goal to do a little marketing every day, build it into your regular work schedule.
"The Nielsen I/PRO Web Index provides sites, advertisers, and businesses that have a vested interest in Web performance an at-a-glance resource to evaluate overall Web activity," said Redwood City, CA-based I/PRO's president and CEO Bradley Rode.
National Craft Association, 1945 E. Ridge Rd., Suite 5178, Rochester, NY
14622-2467, 1-800-715-9594 or (716) 266-5472, Fax (716) 785-3231. Send Comments
& Questions to the National Craft Association
National Craft Association