top ten e-commerce tactics for creating a successful e-business--it's easier than you think, The

Office World News, Dec 2000 by McIntyre, John

The Internet can be a murky and ambiguous entity, but it also presents tremendous potential. So, don't be so quick to scoff in disbelief at the salvo upon salvo of success stories and multi-billion dollar eCommerce projections.

For as little as one to two dollars per day, small businesses can develop a web site that increases revenues, reduces costs and provides a convenient forum to effectively interact with existing customers while building new business. In addition, a web site enables businesses to simultaneously service a broad range of customers across an even broader range of times and time zones-while creating an online community for customers.

The risks? First, there is the potential to spend millions of dollars on marketing. However, the most effective traffic-driving, attention-getting online advertising strategies are inexpensive or even free. And increased security measures now help ensure that eCommerce transactions are safe and secure. So really, the biggest risk is not being on the Internet-while your competitors are.

It is important to have a clear sense of direction prior to entering the online fray. Here are ten essential-- but simple-tactics for any small business interested in strategically managing and maintaining a robust eBusiness eCommerce web site.

1. THE NAME GAME

Obtaining your own domain name is where it all starts. It says that you've arrived on the web and that you've had the foresight to stake your claim in cyberspace. Take great care to select a simple, easy-to-remember name that communicates who you are and what you do. Then, you simply register your new domain name and enlist the services of a web hosting company. Once this is accomplished, you've taken your first step toward becoming an eBusiness.

2. GET CONNECTED

The volume of e-mail is doubling every few months and can enhance the interaction between a small business and its customers. In fact, the U.S. government projects that electronic billing will cost the Postal Service $17 billion over the next ten years, according to Associated Press. As an eBusiness, your e-mail address will reflect your domain name, reinforcing your message and making it simple for customers to reach you.

3. START SIMPLE

Choose a simple site building tool. There is no need to hire IBM to develop your web site. Today, anyone who can use a computer can create a professional looking site in a short time. Companies like mine-Affinity Internet Inc., located on the web at Affinity.com-can help you develop your site effectively and inexpensively.

4. CUSTOMER SERVICE 101

Manning a customer service line can be very costly for businesses. Autoresponders offer an inexpensive, simple, efficient and effective way for your customers to request and receive information automatically. You simply invite potential customers to e-- mail requests for information and the autoresponder automatically generates the reply.

5. BULLETIN BOARDS

Set up a place on your web site where you can help customers while they help each other. It creates a sense of community among your customers and enables them to access others who have used your products or services.

6. SHOPPING CARTS

If online retail transactions are an important part of your eBusiness, there are tools available that make it ridiculously easy to set up an online storefront that accepts credit card orders. This way, customers can keep track of items they've selected for purchase while keeping track of the running total.

7. MAILING LISTS

This is a no-brainer. A targeted list can help small businesses reach their target market and harvest new customers. Plus, they are easy to obtain-- simply look in the local phone directory under "direct mail" or any derivative and you will surely find a company that can provide a mailing list for your business based upon your specific criteria. Or, search the Internet for mailing lists.

8. SEARCH ENGINES

This is an invaluable tool that drives potential customers to your web site. Even if a consumer has never heard of your business, a search engine can lead them directly to your site. To get the best placement, use a submission service. For a nominal fee, they will help you create a succinct description of your site and related service, including words that potential customers might commonly use when conducting an online search-- it's the best way to ensure that search engines will include your site in the search results.

9. WEB SITE STATISTICS

This is an effective way to gauge the effectiveness of your site quickly and conveniently. Find out which components of your site attract the most attention and which ones receive the least interest. It's vital for recognizing hot buttons and shortcomings.

10. ADVANCED TOOLS

Counters, graphics, animation and related tools give a custom-built feel to any site.

EDITOR'S NOTES: John McIntyre is chairman and CEO of Affinity Internet, Inc., a leading web hosting and application service provider (ASP) dedicated to guiding small and medium sized businesses seeking to build a successful eBusiness. Based in Los