Market Your Site For Free
Summer 2006


Nick Stocks – Director
Overview

Internet Stats


Natural Search & Link Building


Break


Email Marketing


Other Methods


Questions
Internet Usage Stats

Total internet users in Europe and in the World: [January 2006]

Europe:      290,121,957
World:    ...
Worldwide Growth

The US leads with over 185 million internet users. Asian countries continue to grow.

There are more tha...
UK Reach

Over half (55%) of households in Great Britain (13.1 million) could access the
internet from home in May 2005 [N...
Usage By Gender

                             4,500
                                                                 4,046...
UK Usage

The average British internet user now spends 164 minutes online each day for
personal use, the equivalent of ove...
UK Usage

Shopping has become one of the most popular online activities, with internet users
now spending an average of £4...
Share of Media Time
Weekly Consumption Patterns
  %




      100         TV                                 Radio                       Inter...
Broadband & Online Spending
                                30                                                       20
  ...
What Are They Looking At?




                 TV         RADIO      NEWSPAPER      MAGAZINE      INT ERNET




          ...
What Are They Doing?
                         UK    DE    FR    ES    IT    EU


         Email           86%   84%   85% ...
UK E-Commerce Market

Around 130,000 UK businesses now sell online, in a market which represented about
2.5% of all househ...
Top UK Directories




Source - Nielsen//NetRatings, February 2006
UK E-Commerce Buyers
                          % of Adults shopping online from home in past month

 40
                  ...
UK Buyer Trends

Nearly seven in 10 internet users in the UK now buy online, spending nearly £500
each year. [September 20...
International E-Commerce Market

20% of the UK population made a purchase online in early 2006, spending on average
£70 a ...
UK Advertising Spend
What Does It All Mean?

As penetration & broadband increase, more people are using the internet


The internet is the chea...
Free / Low Cost Marketing
What are the options?


Search Engines


Link Popularity


Email Marketing


New Technologies?
Natural Search
Basics First


Key phrase selection


Meta tags


H tags


Clean code


Key phrase density
Natural Search
Key Phrase Selection


What are the main key phrases for my website?


Think….


    •What words would my t...
Natural Search
Key Phrase Selection


What are the main key phrases for my website?


Make a list:


     2 word phrases

...
Natural Search
Key Phrase Selection


What are the main key phrases for my website?


Make a list:                        ...
Natural Search
 Distribute key phrases between main sections of website


 E-Commerce               Internet-Consultancy  ...
Natural Search
Basics First


Key phrase selection


Meta tags


H tags


Clean code


Key phrase density
Natural Search

Do you have the correct Meta Tags?
Natural Search

Do you have the correct Meta Tags?
Natural Search

Do you have the correct Meta Tags?


- <Title> tag is the most important – no more than 15 words
- <Descri...
Natural Search
Natural Search
Basics First


Key phrase selection


Meta tags


H tags


Clean code


Key phrase density
Natural Search

Do you have the <h> Tags?




<h1>With its stunning location, innovative menus and competent, enthusiastic...
Natural Search
Basics First


Key phrase selection


Meta tags


H tags


Clean code


Key phrase density
Natural Search
Basics First


Key phrase selection


Meta tags


H tags


Clean code


Key phrase density
Natural Search
Key Phrase Density


Select 2 – 4 phrases per page


Aim for a 4 to 8% density


Write copy firstly to make...
Link Building
Why is it important?


•Google ‘page rank’


Tips


•Only add / request links from relevant sites
•Links fro...
Take 5
5 Minute Break
Email Usage
                     % of Adults using e-mail at home or at work in past month


   60
                       ...
Email Consumption

31% of all internet users have work access (45% for 25-54 age range).     [ONS Survey, Nov
2004]

25% o...
Email Consumption

People with access to the internet at work rose from 6.5 million in 2002 to 7.1 million
in 2003. [Ofcom...
Email Marketing
The Law – Data Protection Act

Under the Data Protection Act, we all have rights over our personal data. A...
Email Marketing
The Campaign Basics

•Who is it aimed at, and what are you trying to achieve?
•Where is my list coming fro...
Email Marketing
The Campaign Basics - CRITICAL

•CREATIVE – Assess design / layout / use of colour (both images & copy)

•...
Email Marketing
Campaign Format

•HTML or Plain Text
Email Marketing
Campaign Format

•HTML or Plain Text
Email Marketing
Campaign Format

•HTML or Plain Text
Email Marketing
Campaign Format

•HTML or Plain Text
Email Marketing
Tips

•Permission based – not interruption

•Rule of 24 – this is the maximum number
times per year your c...
Email Marketing
Tips


•Is your creative a even balance between text and visual?

•Have you followed usability guidelines ...
Email Marketing
Tips


Online Providers

www.constantcontact.com

www.powerlounge.co.uk/newzapp/
Other Methods…
“ From a whisper to a scream”

•Submit press releases for online distribution



www.Pressbox.co.uk

www.So...
RSS
What is RSS?
RSS
What is RSS?
RSS
RSS Resources

Where to Submit:

    www.goarticles.com

    www.syndic8.com

    www.newsisfree.com


Other Resources...
Blogs
Create your own blog…

Providers:

    www.blogger.com

    www.blog.co.uk

    www.blogeasy.com



Tips:
    Make i...
Thanks For Listening


Any Questions?


Nick Stocks
Internet-dept Ltd               Download this seminar from :
Office: 0...
Upcoming SlideShare
Loading in …5
×

Market Your Site For Free

728 views

Published on

Nick Stocks a regular presenter at Business Link events talks presents the fascinating field of marketing your business on the internet

Published in: Business, Economy & Finance
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
728
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Market Your Site For Free

  1. 1. Market Your Site For Free Summer 2006 Nick Stocks – Director
  2. 2. Overview Internet Stats Natural Search & Link Building Break Email Marketing Other Methods Questions
  3. 3. Internet Usage Stats Total internet users in Europe and in the World: [January 2006] Europe: 290,121,957 World: 1,018,057,389 Total internet users by country and share of world users: US: 205,326,680 (21.6% share) [Nielsen//NetRatings, January, 2006] China: 111,000,000 (11%) [CINIC, December, 2005] Japan: 86,300,000 (8.3%) [eTForecasts, December, 2005] Germany: 48,722,000 (5.0%) [Nielsen//NetRatings, January, 2006] India: 50,600,000 (4.2) [C.I.Almanac, March, 2005] UK: 37,800,000 (3.8%) [ITU, October, 2005] Source – Internet World Source: e-consultancy
  4. 4. Worldwide Growth The US leads with over 185 million internet users. Asian countries continue to grow. There are more than 100 million internet users in China with that figure expected to rise to 187 million by 2007 [China Internet Network Information Centre, 2006] Much of future growth will come from populous countries such as China, India, Brazil, Russia and Indonesia. [eTForecasts, Sept 2004] For many new internet users in these countries, the mobile will be their only access device. Wireless web will also grow strongly. Source e-consultancy
  5. 5. UK Reach Over half (55%) of households in Great Britain (13.1 million) could access the internet from home in May 2005 [National Statistics Omnibus Survey, May 2005] 26.5m people aged over 15 in the UK used the internet in December 2005 (56.3% of the total UK over-15 population) [BMRB, February 2006] More than 23.5m were home users. Growth in the number of online users was 13% in 2005 compared to 7% in 2003 and 2004. Users were found to have used the internet, on average, for five and a half years. Source – e-consultancy
  6. 6. Usage By Gender 4,500 4,046 4,000 3,656 Unique Audience (000) 3,500 3,331 3,220 3,056 3,000 Male 2,483 2,573 2,500 Female 1,982 2,000 1,500 1,011 1,000 389 500 - 2 - 17 18 - 34 35 - 49 50 - 64 65+ Age Group Source: Nielsen//NetRatings, Oct 2004
  7. 7. UK Usage The average British internet user now spends 164 minutes online each day for personal use, the equivalent of over 41 days each year. This compares to 148 minutes spent watching television. Two thirds (66%) of survey respondents were found to have increased their time online over the past 12 months, with the biggest growth seen among 16-24 year olds. Men are still the highest internet users with an average of 172 minutes per day compared to 156 minutes for women.
  8. 8. UK Usage Shopping has become one of the most popular online activities, with internet users now spending an average of £446 online each year.[National Office of Statistics Time Use Survey/TNS Onlinebus Research Feb 2006] On average, internet users spend a quarter of their weekly media time on the internet. [BMRB Internet Monitor, January 2006] The internet is the second most commonly used medium after television. Research, carried out in November 2005, showed that 26.5 million people (half the UK population) used the internet during that month, compared to 23.4 million people in November 2004. Source e-consultancy
  9. 9. Share of Media Time
  10. 10. Weekly Consumption Patterns % 100 TV Radio Internet 90 Magazine Newspaper 80 70 60 50 40 30 20 10 0 6:00 7 8 9 10 11 12 1:00 2 3 4 5 6 7 8 9 10 11 AM PM Tim e Source: Fishbowl 2, Wanadoo UK plc & SPA, May 2004
  11. 11. Broadband & Online Spending 30 20 Broadband penetration (m) 25 Online Spending (£bn) 15 20 15 10 10 5 5 0 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Total Broadband (m) Online Spending (£bn) Sources: Verdict, Forrester, Broadband Industry Group
  12. 12. What Are They Looking At? TV RADIO NEWSPAPER MAGAZINE INT ERNET Work Passive entertainment Positive entertainment News Sport Specific information Communication Others choice Special Interest Shopping / banking Time check / travel update UK users spent an average of 6 minutes, 40 seconds per website. 54% of UK traffic directed towards local sites, 46% towards international sites. Source: Hitwise, Nov 2004
  13. 13. What Are They Doing? UK DE FR ES IT EU Email 86% 84% 85% 77% 83% 83% News 46% 54% 56% 69% 60% 56% Search/Research 54% 45% 44% 50% 45% 48% Music 43% 38% 51% 54% 54% 48% Local 46% 46% 33% 51% 44% 44% entertainment 46% 36% 43% 29% 46% 40% banking 43% 43% 34% 27% 25% 35% Sports 37% 34% 37% 36% 33% 35% shopping 45% 44% 32% 25% 19% 34% Jobs 27% 22% 25% 54% 41% 33% auction 18% 46% 11% 10% 6% 19% Chat 8% 16% 19% 14% 27% 16% comedy 12% 5% 10% 4% 28% 11% Source: SciVisum, 2004
  14. 14. UK E-Commerce Market Around 130,000 UK businesses now sell online, in a market which represented about 2.5% of all household spending in 2004. [Office of Fair Trading/ONS, April, 2006] In the last 5 years, internet retail sales in the UK rose by 350% compared with growth of only 20% for all retail sales. In 2005, the typical online shopper spent £560 online, and forecasts suggest that this could grow to over £860 per year by 2010. Sales from internet retail shopping rose to £8.2bn in the UK during 2005, up 29% from £6.4bn in 2004. [Verdict Research, February 2006] By comparison, sales from high street department stores amounted to £9.4bn during 2005. Overall UK retail sales grew by just 1.5% in 2005, representing the slowest rate since the early 1960s. Source e-consultancy
  15. 15. Top UK Directories Source - Nielsen//NetRatings, February 2006
  16. 16. UK E-Commerce Buyers % of Adults shopping online from home in past month 40 37 37 35 34 30 25 25 24 % 20 15 14 10 5 3 0 All Adults 16-24 25-34 35-44 45-54 55-64 65+ Source: BARB 2004 Lifestyle Insights
  17. 17. UK Buyer Trends Nearly seven in 10 internet users in the UK now buy online, spending nearly £500 each year. [September 2005, Continental Research] More than 17 million adults purchase online, out of 25 million who surf at home. A third said they would increase the amount they spent via the internet, while only one in 10 said they would spend less. Online shoppers have grown from 20% in 2000 to 53% last year. 42% of those surveyed now use internet banking, compared to just 12% in 2001. [Henley Centre/BT, October, 2005] Among UK internet users, the most common purchases were: •travel, accommodation or holidays (52%) •videos or DVDs (41%), •music or CDs (40%) •tickets for events (35%). [National Statistics Omnibus Survey, 2005] Source: e-consultancy
  18. 18. International E-Commerce Market 20% of the UK population made a purchase online in early 2006, spending on average £70 a month, almost £10 more than online buyers in the US. [comScore Europe] Nine out of 10 online UK women visited retail sites regularly at the start of 2006 compared to eight out of 10 in the United States. 89% of online UK men visited a retail site compared to 78% in the US. On one day in December 2005, Amazon UK delivered 480,000 gifts. EU Market Size: 97.8 (Billions of Euros) 80.3 65.1 51.9 40.1 29.8 20.4 2002 2003 2004 2005 2006 2007 2008
  19. 19. UK Advertising Spend
  20. 20. What Does It All Mean? As penetration & broadband increase, more people are using the internet The internet is the cheapest & most effective place for an SME to market themselves E-commerce opportunities are growing The worldwide market place is expanding rapidly (be careful about access methods) Understanding how people use the internet will help you understand how your business can embrace it’s target markets.
  21. 21. Free / Low Cost Marketing What are the options? Search Engines Link Popularity Email Marketing New Technologies?
  22. 22. Natural Search Basics First Key phrase selection Meta tags H tags Clean code Key phrase density
  23. 23. Natural Search Key Phrase Selection What are the main key phrases for my website? Think…. •What words would my target markets type into the search engines when searching for my products / services? •What geographic words are required? •Can categorisation / descriptions be used? •Could plurals be used? •What industry related resources / news might people search for? Try Google / Overtures key word tools, or Wordtracker.com
  24. 24. Natural Search Key Phrase Selection What are the main key phrases for my website? Make a list: 2 word phrases 3 word phrases 4 word phrases
  25. 25. Natural Search Key Phrase Selection What are the main key phrases for my website? Make a list: Example: Internet-Dept Internet marketing, e-commerce 2 word phrases development, cms modules, internet consultancy, seo dorset, Content management system, internet 3 word phrases marketing specialist, search engine optimisation, internet consultancy dorset, content management modules Content management systems dorset, 4 word phrases search engine optimisation dorset, e- commerce website development dorset
  26. 26. Natural Search Distribute key phrases between main sections of website E-Commerce Internet-Consultancy CMS Modules e-commerce Example: Internet-Dept cms modules development content management system Internet marketing e-commerce content management modules internet consultancy development dorset seo dorset Content management systems ecommerce development dorset internet marketing specialist ecommerce websites search engine optimisation e-commerce website development dorset internet consultancy dorset search engine optimisation dorset
  27. 27. Natural Search Basics First Key phrase selection Meta tags H tags Clean code Key phrase density
  28. 28. Natural Search Do you have the correct Meta Tags?
  29. 29. Natural Search Do you have the correct Meta Tags?
  30. 30. Natural Search Do you have the correct Meta Tags? - <Title> tag is the most important – no more than 15 words - <Description> tag is also important – can be longer, should be legible - <Keywords> least important – not really used any more
  31. 31. Natural Search
  32. 32. Natural Search Basics First Key phrase selection Meta tags H tags Clean code Key phrase density
  33. 33. Natural Search Do you have the <h> Tags? <h1>With its stunning location, innovative menus and competent, enthusiastic team the Bistro on the Beach has developed a reputation for delivering a unique Bournemouth dining experience.</h1>
  34. 34. Natural Search Basics First Key phrase selection Meta tags H tags Clean code Key phrase density
  35. 35. Natural Search Basics First Key phrase selection Meta tags H tags Clean code Key phrase density
  36. 36. Natural Search Key Phrase Density Select 2 – 4 phrases per page Aim for a 4 to 8% density Write copy firstly to make sense to human readers, then add in selected phrases to the correct density. Don’t add too many (stuffing), or your site may be penalised, even removed. Check density here: www.webjectives.com/keyword.htm
  37. 37. Link Building Why is it important? •Google ‘page rank’ Tips •Only add / request links from relevant sites •Links from sites with higher pagerank will increase your pagerank •Avoid pages with many outbound links •Remember to add internal links (use ‘named anchors’)
  38. 38. Take 5 5 Minute Break
  39. 39. Email Usage % of Adults using e-mail at home or at work in past month 60 57 56 55 50 48 43 42 40 40 36 30 At home % 30 25 22 At work 20 17 14 10 1 0 All Adults 16-24 25-34 35-44 45-54 55-64 65+ Source: BARB 2004
  40. 40. Email Consumption 31% of all internet users have work access (45% for 25-54 age range). [ONS Survey, Nov 2004] 25% of adults emailed at work in December 2004, the 25-44 year-old age group was most likely to do so. [BARB, Lifestyle Insights Survey, 2004, UK] 68% of small businesses in the UK had internet access in 2004. [Ofcom, 2004] 59% of businesses had internet access in 2002, 62% had access in 2003. This increase was found to be largest for small businesses, those with fewer than 50 employees.
  41. 41. Email Consumption People with access to the internet at work rose from 6.5 million in 2002 to 7.1 million in 2003. [Ofcom, 2004] 33% of businesses reported having a website in 2003, compared to 29% in 2002. [ONS Survey, Nov 2004] This is considerably lower than the US a year later, reporting 70% of small businesses with a site in 2004. [Harris Interactive, 2004] Most influential areas for email marketing in the UK: Discounts (27%) General product interest (24%) Prize drawing (20%) Brand familiarity (20%) Attractive images (5%) Humour (4%). [IPT, 2005]
  42. 42. Email Marketing The Law – Data Protection Act Under the Data Protection Act, we all have rights over our personal data. Anyone using it must abide by eight rules of good practice: • Fair and lawful processing • Processing for limited purposes • Adequate, relevant and not excessive • Accurate • Not kept longer than necessary • Processed in accordance with the data subject’s rights • Secure • Not transferred to other countries without adequate protection -Have a clearly visible privacy statement. -Don’t SPAM -Existing customers may be emailed offering similar products / services For more information: The Direct Marketing Association, www.dma.org.uk, has its own email marketing council Information Commissioner’s site at www.dataprotection.gov.uk.
  43. 43. Email Marketing The Campaign Basics •Who is it aimed at, and what are you trying to achieve? •Where is my list coming from? •Website generated opt-in list •Existing client database •Purchased in list (e.g. OK Mail) •Online Survey? (www.myoffers.co.uk) •Text In? •What content am I going to use? •Relevant to recipients? •Containing strong value proposition •Calls to action •With easy opt out option •How will I send it? •Internally •Externally
  44. 44. Email Marketing The Campaign Basics - CRITICAL •CREATIVE – Assess design / layout / use of colour (both images & copy) •RELEVANCE – Does the offer & creative meet the needs of recipients ?Relevant to recipients? •INCENTIVE – ‘What's In It For Me?’ factor (WIFM), what benefit will the recipient receive for participating? •TARGETING & timing – Who will receive it? What time of day / week / year will it go out? Will it be integrated into any other marketing activities? •INTEGRATION – Does it all comply to brand guidelines? Does timing fit other communications? •Copy – Structure & style. What hyperlinks will be used? Where will they be placed? •Attributes – Subject line / from / to / what format will the mail be created in? •Landing Page – What will it contain? Focussed information? Calls to action? Form?
  45. 45. Email Marketing Campaign Format •HTML or Plain Text
  46. 46. Email Marketing Campaign Format •HTML or Plain Text
  47. 47. Email Marketing Campaign Format •HTML or Plain Text
  48. 48. Email Marketing Campaign Format •HTML or Plain Text
  49. 49. Email Marketing Tips •Permission based – not interruption •Rule of 24 – this is the maximum number times per year your customers want to hear from you •From field as important as the subject field – Get the branding in there! •Filter information for recipients, if possible allow them to control their own filters •Is your message relevant, interesting and does it cover your call to action?
  50. 50. Email Marketing Tips •Is your creative a even balance between text and visual? •Have you followed usability guidelines if required? – http://www.headstar.com/ten/ •Has your content been checked for spam filter triggers, and appropriately corrected? •Do you have a clear unsubscribe message? •Do you have html and plain text versions? •Run a deliverability test Yahoomail, Hotmail & AOL are the musts for checking, with G-Mail & Tiscali also advised •Can you track how many of your recipients: actually received your email? have opened your email? have clicked on a link within your email?
  51. 51. Email Marketing Tips Online Providers www.constantcontact.com www.powerlounge.co.uk/newzapp/
  52. 52. Other Methods… “ From a whisper to a scream” •Submit press releases for online distribution www.Pressbox.co.uk www.Sourcewire.com www.Pressdispensary.co.uk www.PRWeb.com www.Webwire.com
  53. 53. RSS What is RSS?
  54. 54. RSS What is RSS?
  55. 55. RSS RSS Resources Where to Submit: www.goarticles.com www.syndic8.com www.newsisfree.com Other Resources: Everything you need to know about RSS - www.rss-specifications.com RSS Search Engine - locate RSS feeds that are topic specific www.feedster.com Create RSS feeds from your own content www.feedforall.com Free online RSS reader www.rss4u.com Desktop RSS reader - www.feeddemon.com
  56. 56. Blogs Create your own blog… Providers: www.blogger.com www.blog.co.uk www.blogeasy.com Tips: Make it specific to your target markets Delegate it to an expert in your field Be sure to build in plenty of key phrases when blogging Add links into pages of your site (containing key phrases if possible).
  57. 57. Thanks For Listening Any Questions? Nick Stocks Internet-dept Ltd Download this seminar from : Office: 08450 725 705 www.businesslinkwessex.co.uk www.internet-dept.com www.internet-dept.com/resources Email: nick@internet-dept.com

×