When it comes to marketing a website you need to decide where your cash rich target market audience is located.
It does not matter whether you have an ecommerce website selling products or a brochure website just promoting services, any website page has the ability to bring revenue into a business.
The information provided by the National Statistics office said in 2009 that 18.3 million households in the UK (70 per cent) had Internet access in that year. This was an increase of 28 per cent since 2006.
What was interesting about the statistics provided was that the region with the highest level of access was London, with 80 per cent, and the region with the lowest access level was Scotland, with 62 per cent.
Now that gets you thinking when considering to launch a website and, especially an ecommerce website. What businesses fail to do is tactical marketing. Where to aim your website pages in order to capture the cash rich and the large audiences that are in buying mode.
With any new website, the first year is tough if you are trying to grow your website organically. We say tough because we are referring to the smaller businesses who have great ambitions and high expectations to do well online. Especially if they are intent on selling products online. But depending on what marketing budget has been laid aside, will depend on how quickly that large footprint across the major search engines will take to develop.
And there are many small businesses out there who are spending very little or in some cases nothing at all on marketing their website and just hoping that traffic will come.
Organic search engine marketing takes time to mature, it could be 9 months or more depending on the marketing activities you apply to ‘fuel inject’ your website.
So flicking the turbo switch that is Pay Per Click advertising might be in your strategy to increase your websites awareness.
But many businesses jump into this with little or no knowledge of say, how Google Adwords actually works. If no training is sought and no PPC professional is hired, it is usually inevitable that the campaigns set up will lose the business owner money and the website not achieving a page conversion to sale or gaining an enquiry.
So, whilst the UK as a whole has seen an increase of 69 per cent since 2006 of households getting internet access, just how much sales would an ecommerce website achieve if only targeting Scotland?
And for those business owners spending less than £10-£20 a day on Pay Per Click Advertising are there any Scottish businesses out there right now who can say hand on heart that they are achieving excellent conversion ratios and high volumes of sales from such a small budget, and just getting there traffic from Scotland?
Or lets open this debate out more and ask of a Scottish business who can boast that for this small daily marketing budget they are achieving global reach into new markets and there PPC Ad landing page is a real revenue generator for their business.
And, one final question to the Scottish Business Community with websites, how many of you feel you are being successful and getting a reasonable slice of the £4billion a month being spent in the UK online?