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Table of Contents
Where This Book Is Coming From
What This Book Assumes about You
Part I: Launching Your Online Business
Part II: Creating a Business Website
Part III: Social Networking and Marketing
Part IV: Expanding Beyond Your Website
Part V: Keeping Your Business Legal and Fiscally Responsible
Part I: Launching Your Online Business
Chapter 1: New Tools and Strategies for Your Online Business
Designing for the small screen
Facilitating purchases and searches
Businesses Processes Are Becoming Social
Choosing merchandise with customers’ help
Bringing end-users into the development process
Venture Capital Is Social, Too
Triangulating for Business Success
Creating a home page that’s a “home base”
Connecting with customers via social marketing
Blogging to build your business
Diversifying sales with multiple storefronts
Partnering with a service provider
Chapter 2: Opening Your Online Business
Getting to know the marketplace
Figuring out how to do it better
Step 2: Determine What You Have to Offer
Step 3: Come Up with a Cyberbusiness Plan
Step 4: Assemble Your Hardware and Software
Finding a host for your website
Assembling the equipment you need
Step 5: Find People to Help You
Establishing a graphic identity
Step 7: Set Up a System for Processing Sales
Providing a means for secure transactions
Becoming a credit card merchant
Step 8: Provide Personal Service
Selling by sharing your expertise
Making your site a go-to resource
Step 9: Alert the Media and Everyone Else
Listing your site with Internet search services
Step 10: Review, Revise, and Improve
Chapter 3: Choosing and Equipping Your New E-Business
Mapping Out Your Online Business
Evaluating commercial websites
Taste-Testing Flavors of Online Businesses
Offering your professional services
Finding opportunities with technology or computer resources
Being a starving artist without the starving
Easyware (Not Hardware) for Your Business
The right computer for your online business
Getting Online: Connection Options
Software Solutions for Online Business
Chapter 4: Selecting Your E-Commerce Host and Design Tools
Getting the Most from Your Storefront Host
Web hosts come in many flavors
Finding a Web Server to Call Home
Using a marketplace to build your webstore
Turning to your ISP for web hosting
Going for the works with a web hosting service
Fun with Tools: Choosing a Web Page Editor
For the novice: Use your existing programs
For intermediate needs: User-friendly web editors
For advanced commerce sites: Programs that do it all
Part II: Creating a Business Website
Chapter 5: Organizing Your Business Presence and Attracting Customers
Creating Content That Attracts Customers
Following the KISS principle: Keep it simple, sir (or sister)
Striking the right tone with your text
Making your site easy to navigate
Pointing the way with headings
Leading your readers on with links
Enhancing your text with vwell-placed images
Nip and Tuck: Establishing a Visual Identity
Choosing wallpaper that won’t make you a wallflower
Using web typefaces like a pro
Using clip art is free and fun
A picture is worth a thousand words
Inviting Comments from Customers
Getting positive e-mail feedback
Web page forms that aren’t offputting
Moving from Website to Web Presence
Extreme Web Pages: Advanced Layouts
Setting the tables for your customers
Achieving consistency with Cascading Style Sheets
Chapter 6: Making Shopping Easy on Your E-Commerce Site
Giving Online Shoppers What They Need
Pointing the way with links and graphics
Keeping Your Website in Top Shape
Coping when your service goes out to lunch
Outsourcing your business needs
Separating the personal and the professional
Installing firewalls and other safeguards
Providing security with public keys
Enabling Credit Card Purchases
New payment systems provide more options
Choosing an Online Payment System
PayPal’s personal payment services
Providing links to shipping services
Presenting shipping options clearly
Joining the International Trade Brigade
Keeping up with international trade issues
Researching specific trade laws
Getting Paid in International Trade
Chapter 8: Communicating with Customers and Building Loyalty
Keeping Your Customers in the Loop
Going upscale with your e-mail
Creating forms that aren’t formidable
Making Customers Feel They Belong
Putting the “person” into personal service
Enhancing your site with a discussion area
Moving to customer service 2.0
Chapter 9: Sourcing Worldwide for Your Business
Knowing What Sells Well Online
Working with Wholesale Suppliers
Turning to the Far East: Alibaba, brokers, and more
Part III: Social Networking and Marketing
Chapter 10: Advertising and Publicity: The Basics
Coming Up with a Marketing Strategy
Choosing a brand that speaks for you
Being selective about your audience
Publicizing Your Online Business Free
A newsletter for next to nothing
Participating in mailing lists and newsgroups
A contest in which everyone’s a winner
Using Guerrilla Marketing Strategies
Pop-up (and under, and over) ads
Minding Your Ps and Qs (Puns and Quips)
Chapter 11: Search Engine Optimization
Understanding How Search Engines Find You
Links help searchers connect to you
Taking the initiative: Paying for ads
Knowing who supplies the search results
Playing Google’s game to reach #1
Getting started with Google AdWords
. . . and don’t forget about Bing
Registering your site with Google
Getting listed with other search services
Making your pages easy to index
Monitoring Traffic: The Science of Web Analytics
Chapter 12: Location, Location, Location Marketing
Listing Yourself in All the Right Places
Claiming your page on Google Places for Business
Reaching locals with Bing’s help
Reaching your neighbors on Patch
Marketing Yourself with Check-Ins and Offers
Tracking nearby shoppers with Foursquare
Checking in with customers at Facebook Places
Offering “punch-card” check-ins with Bing
Connecting with Locals with Interactive Content
Keep your customers coming back
Chapter 13: Social Marketing: Facebook, Pinterest, Twitter, and Blogs
Developing a Business Presence on Facebook
Attracting “likers” to your Facebook page
Getting your customers excited
Sharing Your Images with Pinterest
Building a Fan Base with Twitter
Using Your Blog for Profit . . . and Fun
Choosing a host with the most for your posts
Achieving other business benefits
Part IV: Expanding Beyond Your Website
Chapter 14: Selling on Amazon.com and eBay
Becoming an Amazon.com Associate
Taking out a Professional Subscription
Shipping with Fulfillment By Amazon
Creating Sales Descriptions That Sell
Being flexible with payment options
Providing Good Customer Service
Moving from Auctioneer to eBay Businessperson
Striving for PowerSeller status
Chapter 15: Moving to Specialty Marketplaces
Researching the Right Sales Venues
How many customers does it attract?
Scanning EcommerceBytes’ Seller Survey
Branching Out to Other Marketplaces
Selling the smart way: Craigslist
Making your own product line: Etsy.com
Going beyond listing fees: OnlineAuction.com
Avoiding hosting fees: eCRATER
Reversing the sales process: iOffer
Evaluating your items: WorthPoint/GoAntiques
Hosting your store for free: Highwire
Finding the features you need: ArtFire
Joining Robin Hood: Webstore.com
Taking a personal approach: Wensy.com
Selling your creative work: CafePress
Chapter 16: Managing and Growing Your Online Business
Choosing Channel Management Software
Spreading the Word with Google
Getting yourself listed in the Google Directory
Optimizing your site for better search results
Adding Google Apps to Your Business
Part V: Keeping Your Business Legal and Fiscally Responsible
Chapter 17: Keeping It All Legal
Understanding Trade Names and Trademarks
Determining whether a trademark is up for grabs
Making sure your domain name stays yours
Licensing and Other Restrictions
Knowing what restrictions may affect your trade
Avoiding Conflicts with Your Customers
Deciding on a Legal Form for Your Business
Advantages of a statutory business entity
Chapter 18: Online Business Accounting Tools
ABCs: Accounting Basics for Commerce
Understanding the Ps and Qs of P&Ls
Accounting Software for Your Business
Easy-to-use, full-featured software: OWL Simple Business Accounting
Keeping it simple: QuickBooks Simple Start
Accounting from anywhere: There’s an app for that
The Taxman Cometh: Concerns for Small Business
Deducing your business deductions
Chapter 19: Ten Ways to Reach Mobile Shoppers
Make Your Online Store Mobile-Friendly
Keep Your Presentation Ultra-Simple
Offer a Coupon Deal They Can’t Refuse
Consider a Mobile-Only Shopping Cart Provider
Go Beyond “Mobile” to Include “Social”
Keep Your Mobile Site Cross-Platform
Focus on Shoppers Who Are Likely Buyers
Contact Customers in Your Area with a Geofence
Chapter 20: Ten Ways to Develop a Platform
Being a Social Marketing Maven
Giving Something Back to Your Supporters
Popping Up on Other People’s Websites
Publishing Your Own Newsletter