Frequently Asked Questions
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How big is the Internet?
Can my Twin Cities business benefit from presence on the Internet?
What's so local about the World Wide Web?
What are Internet Browsers?
Reserve a Web site address? I'm not ready for a Web site.
How can I use Internet technology to benefit my business?
What is the key to success on the Internet?
How can I get visitors to come back to my site regularly?
What does the future hold?
What are some of the benefits of the Internet for my local business?
Many people have told me I don't need to be on the Internet. Should I listen to them?
Should I sacrifice other forms of advertising in favor of the Internet?
What are the downsides of putting my business on the Internet?
How do I go about getting a Web site on the Internet?
What is an ISP?
What is hosting?
What is Dial-up service?
What are search engines?
What is banner advertising?
What other ways can my site be promoted on the Internet?
What can I do to make my Web site stand out from the others?
What does it take for a small business to get noticed on the Internet?
What is E-Commerce?
How can I sell products via the Internet?
How do I get started?
How much can I expect to spend?
So, how big is the Internet anyway?
According
to the Secretary of Commerce, in April of 1998, the Internet is currently comprised of over 62 million US users. Further, that figure is doubling every 100 days. Today, there are over 150 million people with access
to the Internet.
The Internet is the marketing tool of today and the future! To get more information including recent articles regarding the Internet and more visit MPLS.net's Info Central.
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Can my Twin Cities business benefit
from presence on the World Wide Web?
Yes. Any business can benefit from presence on the Web. The Internet is the fastest growing medium of this generation. Although its name, World
Wide Web, conjures up a number of negative images for small, locally focused businesses, in reality, there are many regional and local businesses reaping a great deal of success through their Internet presence.
1998 has brought many locally-based companies and organizations to the Internet. Today, many consumers look to the Internet for locally- and regionally-based information. Many Twin Citians no longer get their news
via the newspaper, instead, they are able to read the paper online.
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What's so local about the World Wide Web?
The Internet began as a worldwide medium. As it matures, it is becoming a resource on a local level. Web users are able to locate movies
at their neighborhood theaters, local news, weather and neighborhood businesses. The trend is expected to continue on a local level. In fact, according to a study released in
January of 1998, the Twin Cities ranks sixth amongst the largest communities linked to the Internet.
Twin Cities businesses are poised to take full advantage of all that the
Internet has to offer. Both the Star Tribune and Pioneer Planet publish their daily newspapers online. All of the local television stations have Web presence. Although early on there were vacillations, all of these
local businesses have found their way to the Internet.
In fact, WCCO who has the Web site address of http://www.channel4000.com, was the first
television station Web site to turn a profit through the selling of online advertising.
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What are Internet browsers?
If you are viewing this Web site you are doing so compliments of an Internet browser. We have all heard of Internet Explorer and Netscape Navigator. As
with all products, there are many different versions of both products. At this time both companies have released their 4.0 versions. However, the vast majority of Internet users are still using 2.0 versions
(released over a year and a half ago). The newer versions of browsers have some really incredible features, but when designing a Web site, the fact that the majority of people accessing a site will be using older
browsers needs to considered. While new technology is fascinating and flashy, the majority of people viewing your whizzy site can't enjoy it.
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Reserve a Web site address? But, I'm not ready for a Web site.
YES, Web site addresses are being swapped up at a rate of over
100,000 per month. If you have an appropriate Web site in mind for your business (www.yourcompanyname.com), act now! Even if you're not ready for a Web site if you reserve your site address the cost is
minimal (less than $100) and you own that name for two years. To find out if the name you have in mind is available contact us and we'll be happy to check it for you.
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How can I use Internet technology to benefit my business?
In today's
world, new technology is introduced every hour. New technologies offer Web site developers a vast array of interactive and oftentimes gimmicky features. There is a fine line with technology; if it doesn't
accomplish something, why use it? Although much of the new technology is exciting and makes for a pleasurable viewing experience, the fact is that the vast majority of Internet users are unable to view it. Only
Internet users with the latest browsers are able to see these new innovations.
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What is the key to success on the Internet?
The first key is a well thought out site with a purpose. In the past it was enough simply to place previously printed sales literature on a Web
site. Today, an effective site requires a commitment from its owner. The most effective sites are designed based upon what consumers most likely want to see when they come to the site.
The second key
to success is an ongoing commitment to the success of the Web site. This includes but is not limited to a plan to regularly update the site...keeping it fresh and encouraging consumers to come back
often.
The third key to the success of a Web site is marketing...marketing...marketing. Get the Web site address everywhere you possibly can on printed material, voice mail, ads...everywhere!
If you
choose an Internet marketing professional to partner with, they can help you with all of the above and more. Choose your Internet partner carefully most often an Internet professional can be the success or the
demise of a businesses Web site..
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How can I get visitors to come back to my site regularly?
Good question. The most important thing here is to keep your site up to date. Many use the change of seasons or holiday themes on their sites to let visitors know that their site is current.
A site containing constantly changing information (i.e. a constant work in progress) is very important. Other means in which to generate regular visits are to suggest that visitors fill out a form. With an e-mail
address you can generate a database enabling you to regularly mail prospects.
Other suggestions are to offer printable coupons and/or specials that only Internet users can take advantage of. A regularly changing
coupon special is a wonderful way of attracting regular visits.
Keep interested parties abreast of news affecting your industry.
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What does the future hold?
No one really knows. In 1998, the Internet has become more than just a phenomenon: it is a necessity for
business in the future. With all of its hype, the Internet is a reality. 1998 finds most Fortune 1000 companies with Internet Web sites. As more and more consumers begin to use the Internet as both a reference as
well as a purchasing tool, smaller, local businesses will realize the necessity of having a presence on the World Wide Web.
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What are some of the benefits of the Internet for my local business?
Today, small businesses are realizing many benefits of Internet Presence. They are
able to add credibility to their organization. They are able to stay ahead of their competition. A Web site enables small business to become more efficient. A Web site can allow businesses to answer frequently
asked questions without tying up valuable personnel. A Web site provides business with a forum in which they can receive valuable and anonymous feedback from both existing as well as future customers. A Web site can
enable a business to present its products and services. A Web site allows its owner to direct prospects to its Internet site for product specifications.
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People have told me I don't need to be on the Internet. Should I?
Its easy to find naysayers. The Internet is so vastly
different from anything that's come about. With a properly formulated plan you can make the Internet work for your business. Take a few minutes to complete our Internet Analyst TM survey to help you make that decision.
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Should I sacrifice other means of advertising in favor of the Internet?
Absolutely not. The Internet should be used as
a compliment to your existing marketing plan. In fact, you can use the promotion of your Internet Web site to reduce your existing advertising budget. Rather than taking the time on radio or in print, you can
encourage interested parties to visit your Web site.
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What are the downsides to the Internet?
Although the Internet is the rage, there are some negatives. Without a well thought out plan, it is easy for a Web site to fall through the cracks without notice. The biggest
limitation is that of connection speeds. If you have had the opportunity to search the Internet, you will find a number of sites that are extremely slow to appear on the screen (slow loading). This is partially due
to a lack of planning by the company that built the site, but it is also due to the limitations of connection you have with your Internet Service Provider. Currently, the fastest speed most homeowners are able
to connect at is 56K. Most businesses online are capable of connecting at nearly ten times that speed. The bottom line is that photos and graphics on a Web site can drastically increase the time it takes to load..
The challenge facing Web design companies is to use a combination of technology and marketing savvy in an effort to construct sites that are quicker to load.
Another downside to the Internet is its
impersonality. It can be very impersonal and extremely technical; it is not a very user-friendly medium. Lots of assumptions are made by businesses on the Internet….many Web site creators assume too
much. They expect that you have a graduate degree in computer science.
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How do I go about getting my Web site on the Internet?
Once you have a site created it needs to be published onto the Internet so that the masses can have access to it. Prior to
publishing the Web site, you will need to choose a hosting company. Hosting is the process of maintaining your site on the Internet. It is possible to get both hosting as well as dial-up service (see below) from the
same company. There are thousands of Hosting companies to choose from. hosting companies typically charge $50-$75 per month to keep your site on the Internet.When shopping for a hosting company there are several
things that you should be aware of. You might be well advised to consult with someone prior to making a decision.
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What is an ISP?
ISP is a buzzword which stands for Internet Service Provider. Most likely you have received telephone solicitations by US West and/or AT&T offering these services to you.
An ISP has special equipment called servers which allow them to provide customers with a connection to the Internet referred to as dial-up service. Most ISPs also provide Web site hosting services.
Hosting enables businesses and/or individuals to put their Web sites onto the Internet.
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What is Web site hosting?
Hosting in simple terms is what is required in order to post a Web site on the Internet. A hosting company maintains servers or specialized computers that provide for Web
sites to be placed and maintained on the Internet. There is typically a monthly fee under $100 for this service which may or may not include dial-up services. In the past it was common for companies to
look to one company to provide both hosting as well as dial-up. The trend is changing for a number of reasons to lengthy to discuss here.
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What is dial-up service?
Dial-up service enables you as an Internet user to connect to the Internet. Dial-up is not to be confused with
hosting. Although, there are companies that provide both dial-up access and hosting in one fee. It is our recommendation to avoid companies that provide both services in one fee. The reason is that if your company
has a Web site you want people to be able to access that site as quickly as possible. If the company providing your service offers both hosting and dial up a great deal of that company's resources are going
to be used to service its dial-up customers therefore slowing access to your Web site.
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What are Search Engines?
In a nutshell, search engines are the "yellow pages" of the Internet. If you want to find specific information, you go to a search engine. Once
there, you are asked to enter certain words (keywords) that the search engine will use to find Web sites that match your keywords. In actuality, there are over 1,000 search engines on the Internet. The fact is that
over 90 percent of the searches conducted on the Internet are done on the top 7 search engines. If you have heard of Yahoo, Altavista, Infoseek, Aol Net find, or Excite they are all search engines.
If you are
constructing a Web site, search engine placement must be a major consideration. Behind the scenes of all Web sites are items called Meta tags and keywords. These are items that are used to point at search engines.
During the construction of a Web site, a proper Meta tag and appropriate keywords are necessary in order to get a Web site to appear on search engines.
In addition, once a Web site is constructed, it must be
submitted to the major search engines. Although the search engines themselves charge no fees, the process of submitting a site to the engines can be a laborious process. Each Search Engine operates autonomously ;
the rules and regulations vary for each one.
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What is Banner Advertising?
Banner advertising is most synonymous with magazine advertising. A good example of banner advertising can be seen at http://www.startribune.com. Star Tribune sells banner advertising
throughout its online newspaper. As a Web site owner you can purchase advertising through many sources. In comparison to traditional advertising, online advertising is very affordable. A banner ad typically
includes a "title", a small animated graphic which contains the company name and a short tag line. If a consumer is interested in finding out more, they click on the ad and are immediately transferred to
the Web site.
The jury is still out on the effectiveness or lack there-of regarding banner advertising. The bottom line is that it is inexpensive by comparison to other forms of advertising. If you are new to the
Internet with a new Web site and your business can be marketed via sites like Star Tribune, purchasing several banner ads might be very wise.
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What other ways can my site be promoted on the Internet?
Many. With some research there are many places you may find to advertise your
Web site. For instance, if you are in the catering business you might send email to companies involved in weddings. It is important to find a Web development company that can research complimentary businesses that
would be willing to trade links with you.
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What can I do to make my Web site stand out from the others?
Lots. Web sites are a dime a dozen. The keys to a successful Web site are vast. The bottom line is that your site
requires a commitment. To "jump" onto the Internet just because you feel you need to is a mistake. A recent IBM commercial portrays an executive perusing the Internet and he says to an associate "says
here we need to be on the Internet." When asked "why?", he says, "I don't know." If you are searching for a reason for your business to be on the Web you shouldn'
t be on it.The fall of 1996 saw a large number of retail stores jumping onto the Web to try to take advantage of the holiday season. The fact is that many of these retailers soon abandoned ship when they realized
that there was much more to the Web than simply putting their name on a Web site.
The bottom line here is that to have a successful Web site requires commitment from the top down. The Internet is old enough now to
have shown many success stories. We have all heard of Gateway and Dell Computers and Amazon books. Those companies are all making huge amounts of money all by virtue of the Internet.
Don't get us wrong.
Those companies are all selling products via the Internet, but this is not a prerequisite to success on the Web. Many companies are reaping benefits without putting their product catalogue on the Internet.
One of
the biggest keys to having your site standout from the rest is marketing. It's no different than your business. The KISS formula works as well on the Internet as it does in business (Keep It Simple Stupid).
Attracting people to your site once is terrific….in reality, you need to get people to come to your site regularly. Regular visitors will come to your site because they get something...information.
Whimsical gadgets and fancy Web sites are fine but in reality people like to visit sites that they can benefit from.
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What does it take for a small business to get noticed on the Internet?
Experts agree that the key to a successful Web site is that it be thoroughly thought
out, have synergy with other marketing methods, appeal to the visitor and contain up-to-date information. In addition, marketing a Web site is not unlike marketing a business. Creating a successful Web site
requires offline as well as online promotion:
Offline, your site must be promoted with signage, on voice mail hold, and on all collateral material; encourage current as well as future customers to visit your new business address.
Online,
your site must be promoted through the most popular search engines (yellow pages on the Internet) and your site should be linked to complimentary businesses. Your site must also be updated on a regular basis in
order to keep it current ensuring visitors that your business understands the importance of keeping up a fresh site. Additional online promotion might include advertising on local sites such as the Star Tribune
online.
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What is E-Commerce?
E-Commerce refers to the selling of goods or
services via the Internet. The huge attraction to E-Commerce is its low cost in comparison to setting up a retail store or other methods of selling. Special software programs are required both to design
a Web site capable of E-Commerce and to be placed on the hosting company's' servers (or computers). There are many types of E-Commerce programs but the majority of them provide the ability for secured
transactions meaning that consumers can feel safe placing orders. The good E-Commerce programs also tie inventory and backend functionality into them making them extremely powerful and effective.
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How can I sell products via the Internet?
There are three ways to sell products via the Internet.
First, you can have a Web site designed with a section containing product offerings. You can show pictures, list prices and give consumers as much
information as you care to. Once they decide on a product they can contact you by phone, fax or e-mail. This is by far the least expensive way to sell products via the Internet. However, it is the
least effective since it requires potential customers to first go to your Web site and then take a second step by contacting you.
The second way to sell products via the Internet is to locate a Web site
professional that is familiar with a good pre-written and configurable E-Commerce software program. This option also requires you to have a Web site. From there you develop a plan for what merchandise
you want to have on your Internet storefront and what types of inventory controls you want etc. This is becoming the preferred means of E-Commerce by many businesses today.
The third way to sell
products via the Internet is to locate a Web site professional and consult with them regarding your specific situation. From here, the Web site company develops an E-Commerce solution specifically for your
business. In many cases this is cost prohibitive to a business interested in selling several items.
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How can I get started getting my business onto the Internet?
Proceed with caution and with a plan for success. You would be well advised to begin with "baby steps."
Associate yourself with an Internet professional that can work to understand your business as well as explain the realities of the Internet. The most successful Internet sites combine technology as well as direction
and an understanding of marketing.Be advised that many Internet companies speak in languages that most business people have a difficult time understanding. The professional Internet marketing companies speak your
language. They are also very aware that the only reason your business would consider Internet presence is for its potentially positive impact on your business.
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How much can I expect to spend?
This is the $64,000 question. The answer to this question varies drastically depending on
your business needs. There are many Internet companies offering Web sites for $400 and less. If you desire a professional representation on the Internet including a well laid out plan for success, frequent updating
of the site and marketing of the site you can expect to spend anywhere from $2,000-$15,000.Fortunately, the Twin Cities possesses an extremely large number of highly talented, technical people which equates to a
lower cost than could be found in many other parts of the country.
In the Internet world, "build it and they will come" holds no truth. In fact, having a stagnant Web site can actually have negative
impacts. A Web site is the signature of the business. If it is not well laid out, marketed properly and updated frequently, it is very unlikely that positive results will be received.
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