This week we are celebrating Global Entrepreneurship Week, which is the world’s largest campaign promoting entrepreneurship. Initiated in 2008, each year Global Entrepreneurship Week encourages millions of people across the world to start up their own businesses. During the course of the week over 3,000 events are taking place in the UK, involving more than 300,000 participants. From lectures given by the world’s leading entrepreneurs, to start-up competitions and networking events, the week is aimed to support and inspire the next generation of entrepreneurs.
Our team at Skyline knows the importance of events like Global Entrepreneurship Week. As an independent company founded in January 2011, we are passionate about supporting aspiring entrepreneurs and promoting entrepreneurship. Due to our close links with Exeter University, we were delighted to be invited to speak at a workshop held at the University. Our company director Joe Hibberd attended the event, delivering an engaging speech on the benefit and importance of SEO when starting up a business and a company website. Joe commented that “engaging with a group of students and hearing about their ambitions for business was great. It will be great to hear that one day, one of the people in the room is the next Steve Jobs!”
Alongside our involvement with the University, we believe in creating opportunities for Exeter students, and we are proud of the fact that our team at Skyline is made up of many current students and alumni.
Online marketing is the relatively new kid on the marketing block. It includes any form of marketing that uses the Internet and covers search engine optimisations (SEO), e-mail marketing, social media, pay-per-click, blogging, QR codes, video, online advertising to name but a few. Its counterpart, offline marketing, encompasses the more traditional forms of marketing such as advertising (TV, radio, press, outdoor), direct mail, public relations and sponsorship.
Online marketing continues to grow in importance and the following statistics from the Office of National Statistics illustrate why:
- In 2013, 36 million adults (73%) in Great Britain accessed the Internet every day
- Access to the Internet using a mobile phone more than doubled between 2010 and 2013, from 24% to 53%
- In 2013, 72% of all adults bought goods or services online, up from 53% in 2008
- In Great Britain, 21 million households (83%) had Internet access in 2013
Online marketing also brings the following advantages over offline marketing:
Improved effectiveness: an online marketing campaign can be adjusted midway through to improve its effectiveness or capitalise on an opportunity that arises. This is rarely possible in the offline arena. When a leaflet or advert has gone to print it is too late!
Better targeting: online marketing can target specific demographic groups much more effectively than offline marketing.
Real time tracking: the performance of marketing campaigns can easily be tracked, and often in real time, using online analytic tools. Codes and coupons can be used in offline marketing but overall the results are much harder to monitor.
Cost effective: online promotions have unlimited reach and can be relatively inexpensive. Email is very cheap to send in comparison to postal mail. To advertise widely or send a large volume of direct mail can be prohibitively expensive.
Instant conversion: customers can be taken directly to your website where they may make an immediate purchase. Offline marketing techniques often have a longer lead-time to convert a customer into a sale.
Clearly it is extremely important that online marketing techniques form part of your overall marketing mix. However, offline marketing should not be forgotten and often the best marketing campaigns are those that integrate both. As with any marketing planning the key starting point is to determine who your target audience is and what is the most appropriate platform for them.
At Straight Marketing we help businesses to plan their marketing strategy, incorporating a mix of online and offline marketing techniques, and assist them to effectively implement it.
Well, January has flown by, what a start to 2013. We’ve picked up a couple more clients including Ashby Crane and co who specialise in Jewellery repairs in Exeter . They offer a truly world class service and we’re delighted to be helping them grow their online presence.
In other news, we’re moving (again), which is a shame because we love The Barton in Dunchideock but we feel our business will be better to suited to the environment which the Innovation Centre at Exeter University offers. We’re really looking forward to working from such a prestigious location. We’ll keep you updated on the move.
We’re very hopefully that 2013 will see the development of a least one app for both iPhone and Android, these apps will be aimed at making you life easier. We’re hoping they’ll be free to download but a final decision has yet to be made, again we’ll keep you posted.
2012 saw another big change to Googles algorithm and with spring just around the corner I’m sure they’ll be another interesting change by Google – the Good news is, if you are already a client of our you shouldn’t any massive changes to your rankings as we solely focus on white hat techniques.
Right, that’s all from the home of Exeter’s number one SEO Company.
Thanks for reading.
Skyline’s SEO Exeter HQ
SEO NEWS: Google’s New Disavow Tool
Google are now giving website owners a tool to disassociate their website from unwanted links, This new tool is called “Disavow Links.”
THIS IS ONLY TO BE USED BY PEOPLE WHO HAVE ENGAGED IN BLACK HAT – BLOG WHEELS ETC. IF YOU HAVE NOT RECEIVED A NOTIFICATION FROM GOOGLE YOU DO NOT NEED TO USE THIS TOOL.
The mains ponts are:
- It’ll allow you remove unwanted links.
- It’ll take weeks to process.
- It’ll take even longer to reinstate a disavowed domain (so be careful).
- Be careful when using the tool – it is possible to shot yourself in the foot.