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Liverpool businesses urged to embrace online marketing

Businesses in Liverpool are lagging behind those in other UK cities when it comes to promoting themselves online, according to new research.

Specialist search marketing agency, theEword, has analysed Google data that shows there is less competition for online advertising among Liverpool businesses than in ten other top UK cities.

theEword analysed the approximate cost-per-click (CPC) rates for paid ads on Google, which is the UK’s largest search engine with 91 per cent share of all searches. These statistics reveal how much advertisers are willing to pay to secure sponsored listings on specific search queries – and suggest that Liverpool businesses across many different sectors are currently less active when it comes to online marketing.

The research highlighted that there are several sectors which could benefit from more active online marketing activity. Liverpool’s vibrant property sector, for example, could benefit from taking greater advantage of online marketing and has plenty of room to expand, to increase its current position of ninth out of the top ten cities.

The entertainment sector, which ranks seventh, could also profit from adding more online activity to its marketing mix, given the variety of key attractions in the city. Liverpool’s bars and restaurants are already slightly more active online, appearing at fifth in the rankings. However, given the strong scene that the city boasts, there is plenty of opportunity to improve the sector’s position.

Liverpool’s financial services sector is placed seventh in the table, providing ample opportunity for increasing online exposure, with Sheffield leading the way. The city’s legal sector, meanwhile, is preforming strongly in the online marketing domain, topping the list of UK cities, and providing an example of effective online marketing for other businesses in the city.

To help businesses reach the next level with their web-based marketing, theEword has announced its first free online marketing training session in Liverpool on Friday, 25 May 2012.

theEword’s managing director, Daniel Nolan, will run the training session. He has worked with some of the UK’s biggest brands, including Betfred.com, where he developed a pay-per-click (PPC) campaign that produced a substantial increase in mobile and online registrations.

Daniel said: “I’ve seen businesses go from a standing start to generating significant profits through digital channels, simply by making basic changes to their online marketing strategy. Our research suggests that web-based marketing is largely underused by the Liverpool business community, and so we’ve designed this training session specifically to give an understanding of the potential it can offer.”

The training session will take place at the St Paul’s Square offices of law firm Hill Dickinson on Friday, 25 May 2012 between 930am and 1130am. Tickets are free and can be booked by emailing Kleon West on kleon.west@theeword.co.uk.

Additional Notes:

For this study, search queries from five different sectors were picked to provide a snapshot of the wider business community – estate agents, accountants, cinemas, bars and solicitors. To put these results into context, theEword compared identical search terms for all of the UK’s ten largest cities – London, Birmingham, Leeds, Glasgow, Sheffield, Bradford, Edinburgh, Liverpool, Manchester and Bristol. Combining the two metrics produced a total of 50 location-based keyword phrases such as ‘London accountants’ and ‘Liverpool cinemas’. All data was taken from Google directly.

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