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

1. Market Your Site For Free
Summer 2006
Nick Stocks – Director

2. Overview
Internet Stats
Natural Search & Link Building
Break
Email Marketing
Other Methods
Questions

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. 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. 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. 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. 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. 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. Share of Media Time

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. 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. 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. 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. 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. Top UK Directories
Source - Nielsen//NetRatings, February 2006

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. 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. 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. UK Advertising Spend

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. Free / Low Cost Marketing
What are the options?
Search Engines
Link Popularity
Email Marketing
New Technologies?

22. Natural Search
Basics First
Key phrase selection
Meta tags
H tags
Clean code
Key phrase density

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. 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. 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. 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. Natural Search
Basics First
Key phrase selection
Meta tags
H tags
Clean code
Key phrase density

28. Natural Search
Do you have the correct Meta Tags?

29. Natural Search
Do you have the correct Meta Tags?

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. Natural Search

32. Natural Search
Basics First
Key phrase selection
Meta tags
H tags
Clean code
Key phrase density

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. Natural Search
Basics First
Key phrase selection
Meta tags
H tags
Clean code
Key phrase density

35. Natural Search
Basics First
Key phrase selection
Meta tags
H tags
Clean code
Key phrase density

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. 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. Take 5
5 Minute Break

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. 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. 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. 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. 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. 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. Email Marketing
Campaign Format
•HTML or Plain Text

46. Email Marketing
Campaign Format
•HTML or Plain Text

47. Email Marketing
Campaign Format
•HTML or Plain Text

48. Email Marketing
Campaign Format
•HTML or Plain Text

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. 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. Email Marketing
Tips
Online Providers
www.constantcontact.com
www.powerlounge.co.uk/newzapp/

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. RSS
What is RSS?

54. RSS
What is RSS?

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. 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. 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