There is a proven sequence of steps you can follow to guarantee your success when you're starting a small business online. I've seen thousands of people start and grow successful businesses by doing the following:
事實(shí)檢驗(yàn)過(guò)的如下7個(gè)步驟能夠確保你開(kāi)網(wǎng)店成功。我看到數(shù)千人依照如下做法取得成功：
(1)Find a need and fill it.
(1)尋找需求并滿足它。
(2)Write copy that sells.
(2)寫(xiě)一份有賣(mài)點(diǎn)的計(jì)劃書(shū)。
(3)Design and build an easy-to-use website.
(3)設(shè)計(jì)并建設(shè)方便使用的網(wǎng)站。
(4)Use search engines to drive traffic to your site.
(4)使用搜索引擎增加網(wǎng)站流量。
(5)Establish an expert reputation for yourself.
(5)建立專業(yè)聲譽(yù)。
(6)Follow up with your customers and subscribers with email.
(6)使用郵箱跟蹤客戶和會(huì)員。
(7)Increase your income through back-end sales and upselling.
(7)通過(guò)后端銷售和增銷增加收入。
Anyone, from newbie to seasoned online entrepreneur, can benefit from this process in learning how to start a business online.
無(wú)論你是新手還是網(wǎng)上企業(yè)家，都可以從這一開(kāi)網(wǎng)店的過(guò)程中受益。

Step 1: Find a need and fill it.
步驟1：?尋找需求并滿足它。

Most people who are just starting out make the mistake of looking for a product first, and a market second.
大部分人創(chuàng)業(yè)都是先找產(chǎn)品，后找市場(chǎng)。
To boost your chances of success, start with a market.
為增加成功率，應(yīng)該先找市場(chǎng)。
The trick is to find a group of people who are searching for a solution to a problem, but not finding many results.
方法是，找到一群尋找同一問(wèn)題解決方案的人，但不要尋找太多結(jié)果。
The internet makes this kind of market research easy:
這類市場(chǎng)調(diào)研使用網(wǎng)絡(luò)很容易開(kāi)展：
(1)Visit online forums to see what questions people ask and what problems they're trying to solve.
(1)訪問(wèn)網(wǎng)上論壇看看人們常問(wèn)的以及需要解決的問(wèn)題。
(2)Do keyword research to find keywords that a lot of people are searching, but for which not many sites are competing.
(2)搜索尋找那些多數(shù)人搜索的關(guān)鍵詞，但不要競(jìng)爭(zhēng)網(wǎng)站的。
(3) Check out your potential competitors by visiting their sites and taking note of what they're doing to fill the demand. Then you can use what you've learned and create a product for a market that already exists--and do it better than the competition.
(3)找到潛在的競(jìng)爭(zhēng)者，通過(guò)訪問(wèn)他們網(wǎng)站并記錄他們?yōu)闈M足顧客需求所做的工作。然后，利用自己所學(xué)，開(kāi)發(fā)一個(gè)比競(jìng)爭(zhēng)者更好的產(chǎn)品來(lái)滿足現(xiàn)有市場(chǎng)。

Step 2: Write copy that sells.
步驟2：寫(xiě)一份有賣(mài)點(diǎn)的計(jì)劃書(shū)。

There's a proven sales copy formula that takes visitors through the selling process from the moment they arrive to the moment they make a purchase:
在銷售過(guò)程中，從顧客訪問(wèn)到完成購(gòu)買(mǎi)，有已經(jīng)被成功實(shí)踐過(guò)的銷售模式。
(1)Arouse interest with a compelling headline.
(1)使用有說(shuō)服力的標(biāo)題吸引注意。
(2)Describe the problem your product solves.
(2) 描述你產(chǎn)品可解決的問(wèn)題。
(3)Establish your credibility as a solver of this problem.
(3)作為一個(gè)問(wèn)題解決者來(lái)建立可信度。
(4)Add testimonials from people who have used your product.
(4)添加使用過(guò)你產(chǎn)品人的評(píng)價(jià)。
(5)Talk about the product and how it benefits the user.
(5)討論產(chǎn)品及其對(duì)使用者的好處。
(6)Make an offer.
(6) 提供所需
(7)Make a strong guarantee.
(7) 強(qiáng)大的承諾
(8) Create urgency.
(8)創(chuàng)造稀缺
(9)Ask for the sale.
(9)要求出售
Throughout your copy, you need to focus on how your product or service is uniquely able solve people's problems or make their lives better. Think like a customer and ask "What's in it for me?"
在此銷售過(guò)程中，你需要關(guān)注產(chǎn)品和服務(wù)是如何獨(dú)特地解決人們的問(wèn)題或者使他們生活更美好的。站在顧客的角度思考，并自問(wèn)：“它能為我?guī)?lái)什么？”

Step 3: Design and build your website.
步驟3：設(shè)計(jì)并建設(shè)自己的網(wǎng)站。

Once you've got your market and product, and you've nailed down your selling process, now you're ready for your small-business web design. Remember to keep it simple. You have fewer than five seconds to grab someone's attention--otherwise they're gone, never to be seen again. Some important tips to keep in mind:
一旦找到市場(chǎng)和產(chǎn)品，建立了自己的銷售過(guò)程，你就做好了小企業(yè)網(wǎng)站設(shè)計(jì)的準(zhǔn)備。記?。阂?jiǎn)單。獲取別人的注意力，時(shí)間小于5秒——否則他們將會(huì)離開(kāi)，再也不會(huì)回來(lái)。切記如下方法：
(1)Choose one or two plain fonts on a white background.
(1)在白色的頁(yè)面背景上選一兩個(gè)常規(guī)字體。
(2)Make your navigation clear and simple, and the same on every page.
(2)讓導(dǎo)航清晰簡(jiǎn)單，每頁(yè)都一樣。
(3)Only use graphics, audio or video if they enhance your message.
(3)如果能提高信息量，只使用圖片、音頻或者視頻。
(4)Include an opt-in offer so you can collect e-mail addresses.
(4)提供“選擇性加入”的服務(wù)，這樣就能搜集到用戶的電子郵箱地址了。
(5)Make it easy to buy--no more than two clicks between potential customer and checkout.
(5)使購(gòu)買(mǎi)更容易——不超過(guò)兩次點(diǎn)擊即可使?jié)撛诳蛻舾顿~。
(6)Your website is your online storefront, so make it customer-friendly.
(6)網(wǎng)站是臉面，所以從客戶的角度出發(fā)。

Step 4: Use search engines to drive targeted buyers to your site.
步驟4：使用搜索引擎將目標(biāo)顧客引到你網(wǎng)站。

Pay-per-click advertising is the easiest way to get traffic to a brand-new site. It has two advantages over waiting for the traffic to come to you organically. First, PPC ads show up on the search pages immediately, and second, PPC ads allow you to test different keywords, as well as headlines, prices and selling approaches. Not only do you get immediate traffic, but you can also use PPC ads to discover your best, highest-converting keywords. Then you can distribute the keywords throughout your site in your copy and code, which will help your rankings in the organic search results.
點(diǎn)擊付費(fèi)廣告是最容易增大網(wǎng)站流量的辦法。對(duì)比等著流量，它有兩個(gè)優(yōu)點(diǎn)：第一，點(diǎn)擊付費(fèi)廣告能夠在搜索頁(yè)面即時(shí)顯示；其次，點(diǎn)擊付費(fèi)廣告能讓你測(cè)試不同關(guān)鍵詞、標(biāo)題、價(jià)格以及銷售方法。使用點(diǎn)擊付費(fèi)廣告不僅使你立即獲得流量，它也能使你發(fā)現(xiàn)最好和擁有最高轉(zhuǎn)換率的關(guān)鍵詞。然后在你的網(wǎng)站上設(shè)置這些關(guān)鍵詞，這樣將會(huì)使你的排名在搜索結(jié)果中靠前。

Step 5: Establish an expert reputation for yourself.
步驟5：建立專業(yè)聲譽(yù)。

People use the internet to find information. Provide that information for free to other sites, and you'll see more traffic and better search engine rankings. The secret is to always include a link to your site with each tidbit of information.?
人們使用網(wǎng)絡(luò)獲得信息。向其他網(wǎng)站提供免費(fèi)信息，你將會(huì)獲取更多流量和更好的搜索排名。秘密是：讓每個(gè)小報(bào)道信息都包括你網(wǎng)站鏈接。
(1)Give away free, expert content. Create articles, videos or any other content that people will find useful. Distribute that content through online article directories or social media sites.
(1)提供免費(fèi)、專家內(nèi)容。撰寫(xiě)文章、錄制視頻或者其他人們感覺(jué)有用的內(nèi)容。通過(guò)在線文章分類或者社交網(wǎng)站發(fā)布。
(2)Include "send to a friend" links on valuable content on your website.
(2)添加將自己網(wǎng)站有價(jià)值內(nèi)容“發(fā)送給朋友”的鏈接按鈕。
(3)Become an active expert in industry forums and social networking sites where your target market hangs out.
(3)成為目標(biāo)市場(chǎng)業(yè)內(nèi)論壇和社交網(wǎng)站的活躍專家。
You'll reach new readers. But even better, every site that posts your content will link back to yours. Search engines?love links from relevant sites and will reward you in the rankings.
你會(huì)獲取新的讀者。甚至更好的是，每個(gè)轉(zhuǎn)發(fā)你內(nèi)容的站點(diǎn)將會(huì)有鏈接到你網(wǎng)站。搜索引擎喜歡從相關(guān)站點(diǎn)的鏈接，這會(huì)使你網(wǎng)站排名靠前。

Step 6: Use the power of email marketing to turn?visitors into buyers.
步驟6：利用郵件營(yíng)銷力量將訪客變?yōu)橘I(mǎi)家。

When you build an opt-in list, you're creating one of the most valuable assets of your online business. Your customers and subscribers have given you permission to send them email. That means:
當(dāng)建立"選擇性加入”清單，你就建立了網(wǎng)站生意最有價(jià)值的資產(chǎn)之一。顧客與注冊(cè)者允許你向他們發(fā)郵件。這意味著：
(1)You're giving them something they've asked for.
(1)你給予了他們需求的東西。
(2)You're developing lifetime relationships with them.
(2)你建立了與他們的終身關(guān)系。
(3)The response is 100 percent measurable.
(3)反饋100%可測(cè)量。
(4) Email marketing is cheaper and more effective than print, TV or radio because it's highly targeted.
(4)郵件營(yíng)銷比印刷、電視或者收音機(jī)更便宜和有效。
Anyone who visits your site and opts in to your list is a very hot lead. And there's no better tool than email for following up with those leads.
任何訪問(wèn)你網(wǎng)站并進(jìn)入自由選擇清單的是熱點(diǎn)優(yōu)選者。郵件是跟蹤這些優(yōu)選者最好的工具。

Step 7: Increase your income through back-end sales and upselling.
步驟7：通過(guò)后端銷售和增銷增加收入。

One of the most important internet marketing strategies is to develop every customer's lifetime value. At least 36 percent of people who have purchased from you once will buy from you again if you follow up with them. Closing that first sale is by far the most difficult part--not to mention the most expensive. So use back-end selling and upselling to get them to buy again:
最重要的一個(gè)網(wǎng)上營(yíng)銷策略是開(kāi)發(fā)每一個(gè)客戶的終身價(jià)值。如果持續(xù)跟蹤他們，至少36%的人會(huì)再次購(gòu)買(mǎi)你的產(chǎn)品。關(guān)閉第一單是目前為止最困難的部分，更不要說(shuō)最貴的了。所以進(jìn)行補(bǔ)充銷售并使他們?cè)俅钨?gòu)買(mǎi)：
(1)Offer products that complement their original purchase.
(1)用戶初次購(gòu)買(mǎi)產(chǎn)品，為他們贈(zèng)送補(bǔ)充產(chǎn)品。
(2)Send out electronic loyalty coupons they can redeem on their next visit.
(2)發(fā)送電子打折券，這會(huì)使他們?cè)俅卧L問(wèn)。
(3)Offer related products on your "Thank You" page after they purchase.
(3)在他們購(gòu)買(mǎi)之后的謝謝頁(yè)面上提供相關(guān)產(chǎn)品選項(xiàng)。
Reward your customers for their loyalty and they'll become even more loyal.
對(duì)顧客的忠誠(chéng)給予回報(bào)，他們將會(huì)變得更忠誠(chéng)。
The internet changes so fast that one year online equals about five years in the real world. But the principles of how to start and grow a successful online business haven't changed at all. If you're just starting a small business online, stick to this sequence. If you've been online awhile, do a quick review and see if there's a step you're neglecting, or never got around to doing in the first place. You can't go wrong with the basics.
網(wǎng)絡(luò)變化是如此之快，一年的網(wǎng)上時(shí)間等于現(xiàn)實(shí)世界的5年。但，創(chuàng)建并成長(zhǎng)為成功網(wǎng)上公司的規(guī)則一點(diǎn)都沒(méi)有改變。如果你要開(kāi)始一個(gè)小型網(wǎng)上企業(yè)，那就遵循這一順序。如果網(wǎng)上銷售有段時(shí)間了，可以快速瀏覽一下，看看是否有你忽略的步驟，或者從未放在首位的步驟?；驹瓌t不能錯(cuò)。

聲明：本雙語(yǔ)文章的中文翻譯系滬江英語(yǔ)原創(chuàng)內(nèi)容，轉(zhuǎn)載請(qǐng)注明出處。中文翻譯僅代表譯者個(gè)人觀點(diǎn)，僅供參考。如有不妥之處，歡迎指正。