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The first popular strategy for e-business websites we are
about to discuss could also be described as a "Sale
Focused".
The vastly known description to that kind of online presence
is "mini-sale-site". I wouldn't support that description as
i don't think it is complete enough. The term "mini" usually
refers to a one-two-three page website, the only purpose of
which is to sell some product/service. I should put here a
big "BUT".
On the contrast to that meaning, I could give you numerous
examples of content rich websites with two to three pages of
5-10 power articles and a site that consists of 20-50 pages
of blatant sales letters.
That is why the main idea behind any "mini-site" is not a
number of pages, rather then strict and unconsciously
straightforward direction towards product/service selling.
That is why any e-shop will meet "mini site" requirements as
they are nothing more then a number of sales letters
directed to turn the usual surfer into the buyer as quickly
as possible.
Their TASKS are to:
1. Present the visitor with a product/service;
2. Reassure her/him that it is the best offer in the whole
universe;
3. Show them how they managed to live all that time without
their product/service;
4. Give them a guarantee that they will even be able to "fly
to the Moon" tomorrow, if they buy what we offer today;
5. and close the sale. If needed, capture your visitor's
email and explain for the next 5 days, that they are losing
their unbounded wealth with each day of purchase delay.
FEATURES:
* The only purpose is to close the sale.
* Main income is generated by direct web-site sales.
Indirect income streams through additional services, except
all kinds of partner programs, are subsidiary.
* Demands integrated e-commerce solutions to be able to
serve smoothly all volumes of sales.
* Relatively high business process automation.
How long is the way?
Absolutely short. If you will come to one of those giant
e-shops and be amazed by the structure and service
complexity, you would better not, as their core consists of
a big number of sales pages with a bunch of additional
services.
If you have already seen yourself in the chair of President
or, at worst, Vice-president of such online giant reseller,
all you need to do is setup one page sales letter web-site
and then grow, grow and grow.
If your name is similar to Bill Gates or George Soros, in
other words you have a famous First and Last Name to sell as
a trade mark, the only job left for you is to announce
another "Killer Breakthrough Product" and emphasize for
several times, that it is Yours. Then wait while a flood of
people tear your offer apart leaving you all their money.
They don't usually pay any attention to what you are
actually selling.
If you are not so lucky and you don't also have rich content
to prove that you are as good as your "neighbor" - Mr. The
Best, you will have to spend your main business budget on
promotion/advertising.
That is why PPC (pay-per-click) and PPS (pay-per-subscriber)
are the main options, where you should spend your
hard-earned "American presidents". eZine promotion shouldn't
be forgotten.
Be sure that Search Engines won't like you from the very
beginning and you will spend years of hard work and
promotion before your TM is established and Search Engines
are nothing left, but to admit that your site is really
"Cool". The reason is simple. No relevant content = no
relevant SE placement.
PROS:
1. Almost no preparation time. Just put it on the net. The
sooner, the better.
2. As mentioned above - automation leads to hands down
business as a result.
3. Quick servicing. "Buy or Goodbye" concept.
4. Relatively quick money.
CONS:
1. Demands sustainable advertising funds as the main source
of new prospects, unless you are a well-known expert with
several thousands of grateful clients. SEs are not your
friends until you are prosperous and recognized as a online
reseller.
2. Small visitor return rate as a result of total or partial
content absence.
3. Harder conditions for credibility building.
Get THE MOST of it.
To minimize Cons and maximize Pros you should start working
on additional services and offers like publishing your own
e-magazine or offer a free email course, offering free
consultations, implement viral marketing strategies -
everything you can do to make your visitor come to your site
again.
That tactic makes your site more similar to the websites
that utilize strategy #2. Meanwhile I can stress that these
"excessive" efforts, on the one hand, make your hands
bounded by additional work, but on the other hand, create a
relatively steady website auditory by sustaining a dialog
with prospects and therefore more attractive circumstances
for recurring sales and maximizing profits.
