How to Build a Business Online in 7 Steps


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This free eBook gives a detailed guide to building a business online in just 7 steps. Feel free to post this on your blog or your website. Give it away to your friends, customers and anyone you think will benefit from it.

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How to Build a Business Online in 7 Steps

  1. 1. How To Build ABusiness Online In 7 Steps Greg Spence
  2. 2. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 2 © 2011 by Greg Spence Copyright holder is licensing this under the Creative Commons License, Attribution 3.0. Please feel free to post this on your blog or email it to whomever you believe would benefit from reading it. Thank yo u.
  3. 3. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 3 Looking For More Customers? Follow A Proven 4 Step Process My 4-step process has been used by many small businesses to grow the number of targeted leads they generate and to increase revenues. Irrespective of the types of products or services you sell, this proven method will help you to achieve what many before you have benefited from. Click here to learn about my 4 Step Process for finding more customers
  4. 4. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 4ContentsStep 1: Research……………………………………6 Step 2.2 - Put the categories onto your website.........15Step 1.1 - Understanding your business.................7 Step 2.3 - Domain names.............................................16Step 1.2 - Understanding your customer................8 Step 2.4 - Put tracking on your website......................17Step 1.3 - Where are your potential customers Step 2.5 - Google Places listing....................................18online?........................................................................9 Step 3: Content.............................................................19Step 1.4 - Keyword research..................................10 Step 4: Getting Customers...........................................20Step 1.5 - Understanding your competition..........11 Step 5: Tracking and Testing.......................................21Step 1.6 - Analysing existing analytics data..........12 Step 6: Build relationships with your potentialStep 2: Website........................................................13 customers......................................................................22Step 2.1 - Content structure and topics................14 Step 7: Making Sales....................................................23
  5. 5. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 5 Welcome In this eBook you will find the 7 steps you can take to build your business online using the internet. This eBook applies to you if you are the owner of a physical bricks and mortar business and are looking to acquire more customers in the most cost effective way possible. This eBook also applies to you if you own a virtual business run entirely on the internet and have not yet achieved the level of sales and customers you would have liked. As I continue to mentor many business people the one common factor I come across all the time is that business owners, like yourself, are always looking for more customers, and ways of finding them that wont cost an arm and several legs! The good news for you is that the internet satisfies that criteria and whats more, it is easier than you might think to find those customers for your business. All it takes is 7 steps; the very same steps that are described in this eBook and illustrated in the diagram opposite. Throughout this eBook I have included some simple exercises you can do to get building your business using the power of the internet. Dont be tempted to skip over them, you will get more value by completing the exercises at the appropriate times than just reading this eBook through and not taking action. So get yourself a drink (preferably non-alcoholic so you can focus on what you are about to read ;-)), a pen and paper and be prepared to take notes as you learn How to Build Your Business Online in 7 Steps. Enjoy.
  6. 6. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 6 Step 1: Research Before you do anything you need to spend time doing some simple research. Dont worry all of the tools you need are free and available online. Dont cut corners on this first step as everything else that follows depends on the output of your research and the conclusions you draw from it. Even if your business has been running for years and you know all there is to know about it, you should still do this step as you are going to find out if your business can profit from your online activities and therefore whether you can find new customers from the internet in your particular market. The chances are you can, however not all markets are served well online so this step will tell you if it is worth completing the remaining steps.
  7. 7. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 7 Step 1.1 - Understanding your businessThe first part of this step involves you taking a look at your present customers, those you havealready sold to. What you need to do is the following: i. Get a list of your customers together with the amount of money they have paid you for your products or services ii. Place their names into a spreadsheet together with the amount they have paid iii. Order them in descending order of the amount they have paid you so you have the customer who has paid you the most at the top, the customer who has paid you the least at the bottom iv. Create a third column in your spreadsheet that keeps a running total of the percentage of your total sales each customer represents. v. When you have done this take a look at the list of customers that bring you approximately 80% of your total revenues these are your important customers. vi. Sort these customers into categories, I recommend doing this by the type of market they are in ie. retail, banking, engineering and so on. Come up with categories that make sense to you. vii. When you have done this you will have several categories of customers that you need to concentrate on selling more to and the type of customers you want to attract more of. EXERCISE Create your spreadsheet and follow the above steps. Once you have completed this step save your work.
  8. 8. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 8 Step 1.2 - Understanding your customer Now we are going to get to know our best customers a little better. Only focus on the customers that bring you the 80% of your total revenue. What you need to do is the following: i. Take a look at their website (most companies have a website these days) and get to learn more about their business and how they help their customers. ii. Make a note of the main products or services they sell. iii. From what you learn work out what attracted them to your product or service. What problem does it solve for them specifically? iv. Write down how you got them as a customer. Did you meet them at a networking event? Did they respond to a marketing campaign? You get the idea. EXERCISE Once you have collected this information decide the following two things: 1. Who are your best target customers? - hint: take a look at the commonalities your best customers share. Are they in the same market, supply similar products, bought for similar reasons etc. 2. What are your competitive advantages? - you may get a clue from the reasons why your best customers bought from you. Remember it is not always price ;-)
  9. 9. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 9Step 1.3 - Where are your potential customers The list that gets generated from the profile can then be sorted in several ways. You can either sort it by audience reach, which will return theonline? website that attracts the largest audience, for the profile you specified, first.The next important point to know is which websites do your target These will be the big websites like Facebook, Twitter, popular newspaperscustomers frequent? If we can find this valuable piece of information we sites and so on.know the places to go to to get your business in front of them. These sites are not necessarily directly related to your industry or theFortunately for us there is a great free tool that can help us answer this; it market you sell called Google Ad Planner and you can find it by going here The other way is to sort on what Google Ad Planner calls the Composition Index. This is a calculated number that will more accurately show you those websites that are attracting your target customers. The websitesThis powerful tool will give you a list of the websites your target returned are likely to be smaller but more relevant to your market.customers can be found on. It does this by taking the customer profileinformation you enter and matching that to the websites that match their I recommend sorting by composition index first and making a note of theprofile. sites you find at the top and also sorting by audience reach to find out which of the larger websites would be worth having a presence on. Make aI do not have the space here to give you a complete and detailed lesson on note of those to use this tool effectively however you will find a video on myMarketing Coach website that goes into more detail; it can be found on theVideos page and is entitled “How To Create Your Online Go To MarketPlan”. In the meantime here is a quick rundown to get you started. EXERCISE Create a media plan on Google Ad Planner and save it.How do you come up with a profile? Well it can be defined on Google AdPlanner in several ways. Here are the most useful: i. You can specify the age, income, education level, number of kids they have etc. This is especially useful if you are selling to consumers, not at all useful for Business to Business (B2B). ii. You can enter the keywords they use when searching for your type of product or service. iii. You can select categories that are relevant to your business. iv. You can enter the types of websites your customers are likely to be interested in. v. Or any combination of these.
  10. 10. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 10 Step 1.4 - Keyword researchThis sub-step will help you to understand the words and phrases your customers use the mostwhen searching for your products or services. You can then use these in the content on yourwebsite (more on that later).To start with you need one or two seed keywords to get going. I suggest you use the market yousell to as one of them. For example, if you sell insurance to homeowners then "home contentsinsurance" would be a good seed phrase to start with. If you sell car parts "car parts" would be agood starting place.The free tool we will use to get our keyword list is the Google Adwords keyword tool which youcan find by searching for "keywords tool" in Google, the link to the tool will be at the top of thesearch results. If you have a Google account I recommend you click on the "Sign in" link at the top right of the page. By signing in Google will return a larger number of keywords. If you do not have a Google account I suggest you get one. They are free to obtain. After clicking on "Sign in" click on "Start Now" to create your account. Next, enter your seed keywords into the tool to get a list of keywords that are relevant and related. Make sure you choose the correct country before clicking the search button.When Google returns the list, sort it by descending order of Local Monthly Searches thendownload the list as a CSV file for Excel. Google will download the results in a format that youcan open in your spreadsheet program. EXERCISE Create your spreadsheet containing all of the keywords relevant to your seed keywords. If you cannot come up with any seed keywords, either, enter the address of your website into the"Website" box in the Google keywords tool, or enter the website of one of your competitors into the box. Google will display the keywords that it thinks are relevant to the website content. Save these keywords as described above instead.
  11. 11. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 11 Step 1.5 - Understanding your competition Now we need to focus on who your competition is going to be online; it wont necessarily be who you think it is.The reason for this is we are going to find the websites that are at position number 1 in the Googlesearch results for your top keyword phrases. These websites are the ones we will want to replacein order to get your website to number one! These sites are your online competition. They may bethe companies you consider to be your competition, they may not.The way to find them is to choose 3 keywords from the list you downloaded. Dont just take thekeywords with the most searches as these will be too competitive at this stage, instead choose 3keyword phrases that contain 3 or more words and are directly relevant to your products orservices. For example, if you sell digital cameras, the highest searched keyword will be "digital camera", instead choose something like "canon digital camera" if that is one of the products you supply.After you have chosen your 3 keyword phrases type them into Google and make a note of thewebsite that comes in at position number one. This is your competitor for that keyword. Now for each competitor you need to find out how they got to number one. A quick and dirty way of doing that is to find out which websites, and what type of websites, are linking to them. For this we go to Yahoo and in the search box enter "", without the quotes.Yahoo will return a list of websites that link to your competitors website. EXERCISE Make a list of the relevant websites that link to your competitors websites. You can use these to get links to your website later on in the process.
  12. 12. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 12 Step 1.6 - Analysing existing analytics data If you already have a website, and you have been using Google Analytics to collect data about your visitors, now is the time to take a look at that data to learn more about your visitors behaviour whilst they are on your site. You can learn a lot from this that you can use to increase visitors to your website. If you are not using Google Analytics look at the data in whatever program you use for your statistics.You can skip this step if you have not been collecting statistics about your website visitors. EXERCISEWhat you want to find out from your analysis, and make a note of, is the following: 1. What keywords do visitors use to find your website? 2. Which pages do they look at the most? 3. Which websites refer visitors to yours? 4. Which pages do visitors leave your website from? 5. What is the bounce rate for your website? The bounce rate shows the percentage of people who come to your site and leave without looking at any other pages. A bounce rate of 50% or less is good.After you have completed this first step you will have a wealth of information you can use toimprove your website (or create one) and improve the ranking and conversion rate of that websitein the search engines.
  13. 13. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 13 Step 2: WebsiteThe objective of this step is to improve your website so that it ranks on the first page of the searchengines and the conversion rate increases substantially. The conversion rate is the percentage ofpeople who visit your website that take some action on it, such as giving you their email address,downloading something, or preferably buying something!
  14. 14. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 14Step 2.1 - Content structure and topics By going through that research process you also got an understanding of the types of words and phrases people are using which, in turn, gave you aAs a business owner you may be called regularly by search engine better understanding of your market.optimisation companies offering to get your website onto page one ofGoogle for a large monthly fee.The majority of these companies will select specific keywords to target EXERCISEand then use techniques to trick Google into ranking your website for 1. Take a look at the spreadsheet of keyword phrases you generatedthose keywords and only those words. They may get your site on page one in the first step. Go through the list picking out 3 or 4 keywordfor a few weeks but it will quickly disappear into obscurity if this method phrases that are the most relevant to your business. Make sure theof ranking is used. phrases you pick have a sufficient number of related keywords that can provide you with topic ideas for your content. These phrasesRanking a site by selective keywords is a costly, lengthy, and error prone will be your website categories.approach. If you consider that the majority of websites will often only get1-5 visitors per keyword phrase, you will have to optimise your website 2. For each category list all of the keywords from your list that arefor a lot of keywords to get any decent traffic. relevant to that category. Ignore all single words.My approach is different.What Google and the other search engines want is good quality content,which is why I consider the most important element for improving yourwebsite search rankings is supplying content that is directly relevant anduseful to your customers.By focusing on content you avoid having to spend hours working out thekeywords people are likely to use when searching for your products orservices, and whats more you can also cover a larger number of wordsand phrases that will bring people to your website for less effort.Hang on a minute Greg didnt we do some basic keyword research in thefirst step? Did I waste my time on that?No you didnt waste your time. The reason why I got you to do somesimple keyword research was not to produce a list that we are going tooptimise for, but instead to use that list to give us ideas and topics forcontent you can put on your website.
  15. 15. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 15 Step 2.2 - Put the categories onto your websiteThe next step is to create the categories on your website using the keyword phrase you picked forthat category. If you already have content on your website do not delete it, leave it there, the morecontent you have on your website the better. If your new categories overlap with some of the content you already have on your website simply place the existing content into the new category.The important point here is that you are categorising content by topic which makes it easier forGoogle to understand what your website is about and to rank your content pages for the relevantwords and phrases your customers will use to find it! By doing this you are optimising your website and will get the rankings you deserve on page one in time. I hope this makes sense. EXERCISE 1. Modify your website to include your new categories and move any existing content into the relevant categories if required. 2. Start to create new content by picking keywords from your list. Use those keywords as topic ideas for your content. Once produced place the content on your website into the relevant category. Dont try and produce all of your content now, do a little each week or each month and gradually grow your website content over time. You have a business to run after all ;-)
  16. 16. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 16Step 2.3 - Domain names Try not to use domain names containing hyphens such asA domain name is the address of your website. Google places some on the domain name when it looks at ranking a website. Not asmuch as it used to, but still significantly enough for us to consider the these come across as spammy.domain name as a good online marketing tool for our business. If you have an absolute must have keyword and the only version availableWhat I encourage my clients to do, and strongly recommend to you, is that contains hyphens make sure to use no more than two hyphens such asyou choose 5 or more keyword phrases from your list and check to see if can register those as domain names for your website. Once you have acquired these domain names what do you do with them?For example lets say I sell suspended ceilings and chose the followingkeywords from my list: Thats easy. Simply point them at the content on your website that is relevant to that domain name. For example my Ÿ suspended ceilings domain name would point to my Ÿ suspended ceilings tiles article on "Lighting For Suspended Ceilings". Ÿ lighting for suspended ceilings This congruity between domain name and content will be rewarded by Google as you are making your visitors experience the most relevant toand so on... the topic of the domain name it can be. Its not rocket science.What I would like to do is to get either the local country top level domainor the ".com" version of these keywords. If I cannot get either of these thenext best would be the ".org" or ".net" versions of these. EXERCISE Choose 5 keywords that you would like as domain names and then registerSo as an example, when searching for the availability of domain names for them.the "lighting for suspended ceilings" keyword, my list in order of prioritywould be: i. (my local country domain) ii. iii. or (these are on an equal par)If more than one of these are available it is up to you if you want toacquire all of them. The more you buy the less there are available for yourcompetition and the more opportunities you have to get your website seen.
  17. 17. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 17 Step 2.4 - Put tracking on your websiteThe next most important step you can take after adding your content is to track the visitors thatcome to your website. If you are doing this already you can move to the next step, if not makesure you complete this step before moving on.Tracking can tell you how visitors behave on your website in terms of the pages they visit, thekeyword phrases they use to find your website, and the journey they take through your website.You can learn a lot by analysing this data.To put tracking onto your website I recommend you use Google Analytics which is free and verypowerful. Go to, click on the "Access Analytics" button and login using your Google account username and password.If you havent used Analytics before you will be asked to enter some information and then you canadd your website domain name to the analytics dashboard. Once you have completed adding yourwebsite, Google will give you some code that has to be added to every page. This code enablesAnalytics to track your visitors. I do not have space in this eBook to go into detail on Google Analytics. There are lots of things you can do with Analytics and some pitfalls to avoid. In the meantime adding the code onto your website is all you need to do at this stage. EXERCISE Get your Google Analytics code and add it to every page on your website following the instructions Analytics gave you when it generated the code.
  18. 18. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 18 Step 2.5 - Google Places listingAs part of getting your website into shape I would advise you to also create a Google Places listingfor your business. Google Places (formerly known as Google Maps) is a great way of getting your business listed on page one of Google for those people searching for your type of business in your locality.There are certain steps you need to take in order to make your listing effective and to encourageGoogle to display it for relevant searches.To help you with this I have provided the slides from a presentation I give regularly, to smallbusiness owners, that goes step by step through the process of getting your business listed onGoogle Places and optimising it yourself.You can see the presentation here and you can download it here. Dont worry I wont ask you for your email address before allowing you to download it ;-) EXERCISE Get your Google Places listing created and optimised following the steps in my presentation.
  19. 19. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 19Step 3: Content Audio is simply a recording of your voice explaining some concept, giving details of your product benefits or providing an answer to a problem yourAs I said earlier in this eBook, content is the only real way of getting page customers are trying to solve. These recordings can be made with softwareone rankings reliably in Google and other search engines. But what do I already sitting on your computer and a simple microphone from the localmean by content? computer store.In step 1 I asked you to compile a list of keyword phrases that then EBooks, like the one you are reading now, have increased in popularitybecame topics for your content. You may have assumed that the content I enormously over the last 10 years or so. To create an eBook just type yourwas referring to was an article or two, or just a few paragraphs on a web words of wisdom into a word processor, such as Microsoft Word, and thenpage. save it as an Adobe PDF file. These files can be read by all computer usersThat is not the only content you should feature on your website. Words are using free Adobe Reader software.what search engines index so make sure you give them plenty to feast on, If you dont have a way of creating PDF files (dont buy the Adobehowever other types of content can also get you ranking well too. software for this it is way too expensive) download the Open Office suiteDepending on the topic you have chosen for your content, and the type of of tools. The word processor in that can create PDFs very easily.customer you are aiming it at, you should also consider using these other Open Office replaces all of the Microsoft Office tools and can also readforms of content to get your message across specifically: and write Microsoft Office files making it a very powerful suite, whats Ÿ Video more it is completely free. Not bad eh? Ÿ Audio You can download it at . Ÿ eBooksVideo ranks really well and can bring a lot of visitors to your website. I am EXERCISEnot suggesting you hire in Stephen Spielberg or that you even appear in Look at the content you are producing and see if you can also produce thatthe video. There are programs available that allow you to record on screen content in Video, Audio or eBook format. This gives you more bites at thepresentations with your voice narrating, or you can even just put images search engine ranking cherry.together interspersed with text.A great resource for creating simple image and text type videos for free is I suggest you check it out.Make sure to post your videos on YouTube and link to them from yourwebsite pages.
  20. 20. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 20Step 4: Getting Customers v. If you have created eBooks post them to eBook directories and also make it clear in those eBooks that they can be freely passed onOnce you have your website the way you want it, and you are steadily to friends and business associates. Just make sure there are links inadding content to it, you next need to get your potential customers to visit your eBooks to your website. EBooks are considered valuable andyour website. if they contain excellent and useful content they will be passedBy following the steps I have outlined as described you will have already around bringing more people, and potential customers, to youroptimised your website structure to enable you to get higher search engine website.rankings and as a result will start to see an increase in the number ofpeople coming to your website. EXERCISEDont get me wrong there is a lot more to optimising a website than I am Create a blog on your website and schedule time to post to it on a regularable to cover here. By visiting my Marketing Coach website you can learn basis, or get someone else to post to it on your behalf.a lot more about this to improve your results even further.However if you have got this far, and taken action, you will already bewell ahead of the competition who have not read this eBook!Other things you can do to get visitors is: i. Go back to your Google Ad Planner list, order it by composition index, and visit the top websites that come up. These are the websites where the largest concentration of your potential customers reside. When you visit each site work out how you can have a presence on that site. It might be the site allows you to add your business to their index, they may allow advertising on the site in various forms, they may also be prepared to link to your website from theirs. ii. Re-sort your Google Ad Planner list by audience reach and make sure you create a presence on the top sites listed. iii. Take a look at the list of websites that provide links to your online competitors (from Step 1.5), visit those websites and check out how you can get a link from those websites too. iv. Create a blog on your website and make one post a week to it. Google loves blogs and will index them on a regular basis. Overtime your blog postings will be found in the search engines and bring people to your website
  21. 21. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 21 Step 5: Tracking and Testing I have already explained in Step 2.4 that you should put Google Analytics tracking in place on your website. If you havent done that please do so as it will really help you to improve the performance and conversion rate of your website over time.What you should do on a monthly basis is to review the data that Analytics has collected and use itto do the following: i. Take a look at the most popular content pages on your website and create more pages based on those topics. ii. Look at the keyword phrases your visitors are using to get to your website. Take the most popular ones (that are relevant to your business - very important!) and produce content around them. iii. For any calls to action you have on your website, take a look at how many people are actually taking those actions and try moving them to another part of the page to see if you can improve the numbers. In Google Analytics you should read the help system on how to set- up goals. A goal allows you to track and report on each call to action separately to make this analysis and testing easier.There are other things you can do to improve your website performance but these are the mainones you should focus on for now. EXERCISE Regularly look at your Google Analytics data and make changes to your website based on the findings and insights you glean from it.
  22. 22. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 22 Step 6: Build relationships with your potential customersThe businesses that take the time to build relationships with their potential customers are the onesthat are the most successful with their online activities. Customers these days are involved in online communities, and on websites where they can get recommendations from people they know and trust. This is partly the reason websites such as Facebook have become so popular.To capitalise on this, and to build relationships with your potential customers, you should considerproviding help and advice to communities that are directly relevant to your business. Dont try to sell people on these websites, or advertise your products, instead be the business that solves problems and become known as a trusted source of information in your market. That way people will get to trust your company and will then want to know more about what your business does. They will also be more willing to consider if the products and services you provide will be able to help them in some way. EXERCISETake another look at your Google Ad Planner data and identify the social media sites where yourtarget audience are most prevalent. Get yourself a presence on those websites and start offeringyour help and advice to that community.
  23. 23. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 23Step 7: Making Sales I am sure you can translate my example to make it relevant to your products and services. The key factor here is to provide helpful,This final step is all about making the sale and getting your customers to problem solving type information before sending them a sales more from you. iv. Look for partners who could sell your products and services toMany business owners I deal with sell a customer once and that is it. As their customers. Find a local company who has a related product oryou are probably already aware constantly having to find new customers is service that does not compete with you, and offer to let youra time consuming and expensive business. It is much easier to sell to customers know about their product in return for them letting theirsomeone who has already bought or to get someone who has credit card in customers know about yours. You could even go as far as offeringhand to buy more. them a fee or percentage of the sale. One example of this is twoYou can increase your chances of making sales and increasing the value of customers of mine who I got to promote each others businesses.each sale by: One was a zoo who offered all of their guests discount tickets for a meal in the local restaurant, in return the local restaurant handed i. Making sure the calls to action on your website are compelling. By out discount tickets for the zoo to all customers who bought a this I mean they should be very attractive in terms of the value the family meal. customer is going to get from your product or service and should not just be based on offering discounts. ii. When someone is ready to buy a product from you offer them a EXERCISE product upgrade for more money, a service contract for your Look at the ideas I have given you in this step for increasing your sales product, a related product item, some spares for the product etc. A and the value of each sale, and come up with one way you can increase large percentage of people who are in a buying frame of mind are your sales. Put it in place in your business. more likely to buy something extra if they can see a benefit to doing so. Think of the famous McDonalds upsell of "do you want fries with that?". iii. Obtain the email addresses of people who visit your website and customers who buy from you. Offer them something in return for their email address and then email them product offers once a month interspersed with free and helpful information about your products. For example, if someone buys a lawn mower from you the first follow up email could give them information about how to maintain their lawn mower to keep it in tip top condition, another one could remind them of the service interval for the type of mower they purchased (this gets them spending more with you for the servicing), send them tips of the right and wrong way to mow a lawn, send them an email about lawn care and offer them your related lawn care products.
  24. 24. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 24 Congratulations You got to the end of this eBook and, if you followed each step, now have a very powerful way of building your business online. Dont worry if you feel intimidated or confused by all of this. Each step is simple in its own right. All you need to do is to take each step one at a time and at your own pace. Building a business online only takes the 7 steps I have shown you, everything else you read online on this topic is just confusing the issue and does not necessarily work. The steps I have described are exactly the same ones I use successfully with my clients every day and their businesses are growing in leaps and bounds. If you know these 7 steps are the way forward for your business but you are just too busy or dont want to implement them yourself let me know, I would love to help you to be successful by doing the whole process alongside you or for you. I hope you found this eBook helpful. Many thanks for reading it and good luck building your business online. All the best Greg Greg Spence
  25. 25. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 25 About the Author Greg Spence is a published author, speaker, internet marketer and mentor. He has spent over 25 years running sales and marketing departments for large corporate computer companies and since 1995 has been using the internet as a marketing tool. He currently helps SME business owners to improve their sales and marketing results through innovative and effective internet marketing. Connect with Greg How to Hire Greg You can hire Greg to speak at your next event or seminar. He can speak and run Facebook: seminars on any internet marketing related topic. Alternatively you can call Greg to Twitter: discuss how he can help your business. LinkedIn: To book Greg call +44 (0) 1793 688978 or email YouTube: RSS Feed: Blog: Website: Email:
  26. 26. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 26 Helpful Resources Connect4Advice - Grow your business. This proven 4-step lead generation process will help you to increase revenues. Free Tools and Information Optimising Google Places - a presentation that I give constantly to Chambers of Commerce audiences that teaches a simple way of getting your Google Places listing onto page 1 of the search results.
  27. 27. HOW TO BUILD A BUSINESS ONLINE IN 7 STEPS Greg Spence Page 27 Free Videos How To Create Your Online Go To Market Plan - A go to market plan is a plan of how you are going to reach your target audience. In this video I show you how to create a plan quickly and easily using a free Google tool that not many people know about. How To Find Out What’s Happening in Your Market - This video will show you a technique to help you find out what is happening in your market so that you can choose an issue or problem to focus on in order to attract people to your website or blog. How To Find the Trends in Your Market - How do you find topics that your target audience are searching for? One way is to find the keyword phrases that are increasing in popularity as often these will give you ideas for content that you can include on your website or blog. This video shows you a powerful tool you can use for free to uncover these valuable keywords and topics. My Thoughts on Google Instant - Here are my thoughts on Google Instant and its potential impact or not on your business. SEO is not dead but it is getting harder! Book Review: Crush It! by Gary Vaynerchuk - Gary Vaynerchuk has used the internet to great effect to build not only his wine business but also his persona. Social media, used the way Gary uses it, can be a very powerful force for any business owner. This video explains why.