Market Your Site For Free

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: 290,121,957World: 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

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

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

Usage By Gender

Source: Nielsen//NetRatings, Oct 2004

2,483

3,331

4,0463,656

1,011

2,573

3,220 3,056

1,982

389

-

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

2 - 17 18 - 34 35 - 49 50 - 64 65+Age Group

MaleFemale

Uni

que

Aud

ienc

e (0

00)

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.

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.


Share of Media Time

Weekly Consumption Patterns

Source: Fishbowl 2, Wanadoo UK plc & SPA, May 2004

0

10

20

30

40

50

60

70

80

90

100

6:00AM

7 8 9 10 11 12 1:00PM

2 3 4 5 6 7 8 9 10 11Time

% TV Radio InternetMagazine Newspaper

Broadband & Online Spending

Sources: Verdict, Forrester, Broadband Industry Group

0

5

10

15

20

25

30

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010Bro

adba

nd p

enet

ratio

n (m

)

0

5

10

15

20

Onl

ine

Spen

ding

(£bn

)

Total Broadband (m) Online Spending (£bn)

What Are They Looking At?

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

TV RADIO NEWSPAPER MAGAZINE INTERNET

Work Passive entertainmentPositive entertainment NewsSport Specific information Communication Others choiceSpecial Interest Shopping / bankingTime check / travel update

What Are They Doing?

Source: SciVisum, 2004

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%

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.


Top UK Directories

Source - Nielsen//NetRatings, February 2006

UK E-Commerce Buyers% of Adults shopping online from home in past month

25

34

37 37

24

14

3

0

5

10

15

20

25

30

35

40

All Adults 16-24 25-34 35-44 45-54 55-64 65+

%

Source: BARB 2004 Lifestyle Insights

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

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:(Billions of Euros)

20.429.8

40.151.9

65.180.3

97.8

2002 2003 2004 2005 2006 2007 2008

UK Advertising Spend

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.

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 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

Natural Search



Make a list:

2 word phrases

3 word phrases

4 word phrases

Natural Search



Make a list:

2 word phrases

3 word phrases

4 word phrases

Example: Internet-Dept

Internet marketing, e-commerce development, cms modules, internet consultancy, seo dorset,

Content management system, internet marketing specialist, search engine optimisation, internet consultancy dorset, content management modules

Content management systems dorset, search engine optimisation dorset, e-commerce website development dorset

Natural Search

Distribute key phrases between main sections of website

E-Commerce Internet-Consultancy CMS Modules

e-commerce development

e-commerce development dorset

ecommerce development

ecommerce websites

e-commerce website development dorset

Example: Internet-Dept

Internet marketing

internet consultancy

seo dorset

internet marketing specialist

search engine optimisation

internet consultancy dorset

search engine optimisation dorset

cms modules

content management system

content management modules

Content management systems dorset

Natural Search

Basics First


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?

- <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

Natural Search

Natural Search

Basics First


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 team the Bistro on the Beach has developed a reputation for delivering a unique Bournemouth dining experience.</h1>

Natural Search

Basics First


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 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

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’)

Take 5

5 Minute Break

Email Usage% of Adults using e-mail at home or at work in past month

43

5657

55

48

36

14

25

22

4240

30

17

1

0

10

20

30

40

50

60

All Adults 16-24 25-34 35-44 45-54 55-64 65+

%

At home

At work

Source: BARB 2004

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.

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]

Email MarketingThe 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.

Email MarketingThe 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

Email MarketingThe 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?

Email MarketingCampaign Format

•HTML or Plain Text

Email MarketingTips

•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?

Email MarketingTips

•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?

Email MarketingTips

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.Sourcewire.com

www.Pressdispensary.co.uk

www.PRWeb.com

www.Webwire.com

RSS

What is RSS?

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.comRSS Search Engine - locate RSS feeds that are topic specific www.feedster.comCreate RSS feeds from your own content www.feedforall.comFree online RSS reader www.rss4u.comDesktop RSS reader - www.feeddemon.com

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).

Thanks For Listening

Any Questions?

Nick Stocks

Internet-dept Ltd

Office: 08450 725 705

www.internet-dept.com

Email: [email protected]

Download this seminar from :

www.businesslinkwessex.co.uk

www.internet-dept.com/resources

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