How & Why SME's Go On The Internet
1 like547 views
The document discusses reasons for small and medium-sized businesses to create websites, including reaching a global audience 24/7 at low cost. It covers topics like understanding customer needs before designing a site, using keywords and content to attract traffic from search engines, and generating revenue through advertising, affiliate programs, or e-commerce. The document provides guidance on getting started with a website, from researching competitors to creating a plan and brief to guide the design and content.
![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](https://image.slidesharecdn.com/fbc-110413091248-phpapp02/85/How-Why-SME-s-Go-On-The-Internet-22-320.jpg)
More Related Content
Similar to How & Why SME's Go On The Internet (20)
How & Why SME's Go On The Internet
- 1. Business Websites How and why SME’s go on the Internet Thom Poole March 2005 © Thom Poole 2005
- 2. 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
- 3. 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
- 4. 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
- 5. The World Wide Web (www) What is it? Internet E-mail Newsgroups Global reach Availability 24/7/365 Instant availability © Thom Poole 2005
- 6. How can it help? Brochureware Sales Support Administration Procurement Education Training Tracking Entertainment Information/News © Thom Poole 2005
- 7. 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
- 8. 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
- 9. Promotional theory Clarity Consistency Continuity Competitive advantage © Thom Poole 2005 4C’s
- 10. 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
- 11. 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
- 12. 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
- 13. Online challenges Inaccessible No customers Wrong customers Too expensive to service Inappropriate Sales Brochures Orders Out of date Too much interest © Thom Poole 2005
- 14. 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
- 15. Solutions Plan your strategy & stick to it Outsource your web presence Join a co-operative Industry group Fernhurst.net © Thom Poole 2005
- 16. © Thom Poole 2005 Fernhurst Organisations & Businesses
- 17. Making money Sponsorship Sell page sponsorship Sell link sponsorship Affiliate marketing programmes Links Adverts Commission Within co-operatives © Thom Poole 2005
- 18. Getting traffic Advertising, Sponsorship and PR Reciprocal links Email marketing Affiliate programmes Search engines Organic search Pay-per-click © Thom Poole 2005
- 19. 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
- 20. 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
- 21. To leave you with a thought © Thom Poole 2005
- 22. 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