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How & Why SME's Go On The Internet
 

How & Why SME's Go On The Internet

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Presentation to the Fernhurst Business Club - March 2005

Presentation to the Fernhurst Business Club - March 2005

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    How & Why SME's Go On The Internet How & Why SME's Go On The Internet Presentation Transcript

    • Business Websites How and why SME’s go on the Internet Thom Poole March 2005 © Thom Poole 2005
    • Why I’m qualified to talk about this
      • Involved in e-marketing & the Internet since 1992
      • Teaching e-marketing for 7 years
        • e-Commerce
        • Web design for marketers (and the terrified!)
        • CRM
      • Written papers on ‘Data Privacy’, ‘The Marketing Art of the Opt-In’ and ‘Trust in Business and Marketing’
      • Written a book on ‘Ethical e-Marketing’ called ‘Play It By Trust’
      • Working for O 2 as Head of Portal Customer Interaction – focus on customer centricity and ethics
      • Business mentor, privately and for the Princes Trust
      © Thom Poole 2005
    • Agenda
      • Where are you now?
      • The World Wide Web (www)
      • Promotional theory
      • Where to start
      • Challenges
      • Solutions
      • How can you make money
      • Getting traffic
      © Thom Poole 2005
    • Where are you now?
      • How do you currently do business?
      • Who do you do business with?
      • How do you promote your business?
        • Can you control that?
        • What frequencies?
        • What cost?
      • How do you generate sales leads?
      • What sales channels do you use?
      • What scope do you have for expansion?
      © Thom Poole 2005
    • The World Wide Web (www)
      • What is it?
        • Internet
        • E-mail
        • Newsgroups
      • Global reach
      • Availability
        • 24/7/365
        • Instant availability
      © Thom Poole 2005
    • How can it help?
      • Brochureware
      • Sales
      • Support
      • Administration
      • Procurement
      • Education
      • Training
      • Tracking
      • Entertainment
      • Information/News
      © Thom Poole 2005
    • Who uses the web?
      • Internet access
        • 59% of UK homes have a PC
        • 52% of homes (around 12.8 million) have Internet access
        • 68% of small businesses have Internet access
      • Broadband
        • 3.2 million broadband connections
        • 12% of homes have broadband
        • DSL is available to 85% of UK homes and businesses
      • UK Households with home access to the Internet, 1998-2004 In Q2 2004, 52% of households in the UK (12.8 million) compared to 2.2 million in 1998
      © Thom Poole 2005 United Kingdom Internet Usage and Broadband June, 2004
    • More statistics
      • Continental Research reports 13.8 million people in the UK are 'online savvy' and have either make online purchases or have conducted some sort of transaction online. Specifically, they find:
        • 5.8 million (22%) have bought airline tickets online
        • 5.2 million (20%) have conducted an online banking transaction
        • 3.1 million (12%) have bought groceries online
      • 40% of Internet users in the UK are online seven days a week, with 10% claiming to spend at least 25 hours surfing the web
      © Thom Poole 2005
    • Promotional theory
      • Clarity
      • Consistency
      • Continuity
      • Competitive advantage
      © Thom Poole 2005 4C’s
    • Where to start?
      • Research
        • Competitors
        • Suppliers
        • Customers
      • Plan, Plan, Plan
      • Strategy
        • Self build
        • Off-the-shelf
        • Bespoke web development
      • Costs
        • Build
        • Hosting
        • Maintenance
      © Thom Poole 2005
    • A quick web plan outline
      • Look at your existing business plan
      • Plan carefully
      • Make sure the application you implement will benefit not only your company, but your customers
      • Don’t be afraid to diversify
      • Don’t be afraid to ask for help
      © Thom Poole 2005
    • What a web brief should contain
      • Background
      • Target audience
      • Ideas about structure
      • Ideas about design
      • Content groups
      • Any legal considerations
      • Any resources you have to contribute
      • Budget
      • Marketing plans
      • Timetable
      © Thom Poole 2005
    • Online challenges
      • Inaccessible
        • No customers
        • Wrong customers
        • Too expensive to service
      • Inappropriate
        • Sales
        • Brochures
        • Orders
      • Out of date
      • Too much interest
      © Thom Poole 2005
    • Why websites fail to generate traffic
      • Website owners don’t target their message to specific audiences
      • The site’s design doesn’t incorporate meta tags for search engines to score
      • Each web page’s title doesn’t reflect the individual page’s content
      • Each page doesn’t provide detailed descriptions of the page’s theme
      • The site isn’t built with keyword and key phrase search relevancy in mind
      • Statistics don’t show why searchers come to the site
      • The site isn’t submitted to the top 21 search engines and directories that produce over 88% of all Internet searches
      © Thom Poole 2005
    • Solutions
      • Plan your strategy & stick to it
      • Outsource your web presence
      • Join a co-operative
        • Industry group
        • Fernhurst.net
      © Thom Poole 2005
    • © Thom Poole 2005 Fernhurst Organisations & Businesses
    • Making money
      • Sponsorship
        • Sell page sponsorship
        • Sell link sponsorship
      • Affiliate marketing programmes
        • Links
        • Adverts
      • Commission
        • Within co-operatives
      © Thom Poole 2005
    • Getting traffic
      • Advertising, Sponsorship and PR
      • Reciprocal links
      • Email marketing
      • Affiliate programmes
      • Search engines
        • Organic search
        • Pay-per-click
      © Thom Poole 2005
    • Search Engines Source: SearchEngineWatch – 09/2003 © Thom Poole 2005 6.4% Lycos Europe 7.0% Tiscali 8.0% Lycos Network 8.9% Friends Reunited 12.6% AOL 13.8% Ask Jeeves 17.0% Freeserve 26.0% Yahoo! 32.9% Google 41.9% MSN % Share Search Engine
    • Next steps
      • Know why you want to go online
      • Get your business ready for the extra interest
      • DIY or professional design
        • Web design course – sign up now!
      • Prepare your web design brief
      • Plan your site
      • Check availability of domain names & hosts
      • Build and load your website
      • Market your website
      • Get ready for the orders!
      © Thom Poole 2005
    • To leave you with a thought © Thom Poole 2005
    • Thank you
      • For further information
      • [email_address]
      • Why not book yourself on the next Web Design Course? Ask in the Centre for details
      © Thom Poole 2005