A Web that weaves dollars
August 1998 INCENTIVE MAGAZINE
http://www.incentivemag.com
The Internet population has exploded. As millions log on, companies will
spend more than $4 billion on Web sites, promotions and ad campaigns this
year alone. Despite these substantial investments, many corporations are
still asking the question, "Are we making any money from the net yet?"
One company has an answer. and the answer is a definitive "YES" Cougar
Mountain Software, creators of accounting software, generated $10,000.00
in one month from Web site sales alone. And the numbers are growing.
What's the secret? Dave Lakhani, sales manager for the Boise, Idaho-based
Cougar Mountain Software, offers these eight steps to success:
- Promote your Web site in all corporate literature.
This means your URL should be included on letterhead, business cards,
advertisements and even envelopes.
- Check the search engines weekly to make sure your URL has a favorable
position. Although you added your URL to Excite in January, is it still there?
Probably not.
- Create links to and from useful, non-competitive Web pages. Each link
is a pathway into another segment of your potential market. This also enhances
the value you give to your visitors, so choose wisely and look for synergism.
- Offer promotions directly related to your product. Cougar Mountain currently
offers free downloads of it point-of-sale software that is normally valued at $199.
Travel and merchandise incentives have proven to be a successful lure for others.
- Buy banner ads for searches directly related to your company.
For example, whenever you search for "accounting software" using Yahoo, a banner
ad for Cougar Mountain pops up. The ad costs less than $500 a month and
accounts for roughly 600-800 hits per month.
- Don't be afraid to list too much information about the product you wish to sell.
"People will read as much as they want to read," says Lakhani. "If you can give them
more reasons to buy they will."
- Choose a strong domain name. For example: www.johnsmithfoodservices/2378645/premium.html
isn't very memorable.
- Keep your Web site information updated and fresh. This way people will bookmark your site
and come back for more.
By Kenneth Hein khein@billcom.com
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