As part of our monthly features, we caught up with Peter Sumner owner of SP education Educational services Ltd (www.speducationalservices.com)to discuss his business and web experience.

SP Educational Services work in the education sector and James Blake Internet developed them a new on-line ecommerce site to help sell their products to a wide community.

Hi Peter

1) Can you tell us a little about your business?
The business was started in the year 2000 by myself and my sister, Laura Pooles. Laura and I are both practising headteachers of primary schools. All our materials are written by teachers who are still working as teachers (many companies use ex-teachers who very quickly lose touch with current educational practice).

SP of SP Educational Services stands for Sumner/ Pooles.

We started the business because Laura noticed a gap in the education market - the need for assessments to accompany the original Maths Numeracy Framework. The assessments were updated in 2008 because the Numeracy Framework was redesigned into what is called the Renewed Framework for mathematics. We also now have mental maths tests on CD and in book format to accompany the delivery of the renewed framework for maths.

2) Who should buy your products?
Our biggest market is primary school teachers and teaching assistants. We do however sell to an increasing number of parents who use our materials to help their children with maths. The materials are simple to use and really help diagnose children’s maths strengths and weaknesses. Parents our real future target market as this market is obviously much greater than our teacher market.

3) What are your objectives and plans for your new website?
The objectives for the new website are to present a much more attractive and professional ‘front’ to our business. We also want the site to act as an online shop. So far the feedback has been excellent and several customers have commented on the quality of the website.
Several have also given us feedback on some ways to improve the site and we will be working with James Blake on making these improvements.
We plan to incorporate all our new products into the website. Our next products are a set of Word Problem maths books for Years 1 - 6 in the primary school.

4) How do you use the internet to help your business
The internet has become a great source of advertising for us. We send email mailshots to schools in England and we include a link to our web site. Traffic has increased greatly since we have had the new site.

5) Have you got any tips for people who are considering setting up their own business on-line?
My tip would be to invest in a reputable company to design the website. It is very important that the web designer is patient and will work with the customer until the customer is happy with the site. James Blake were excellent in this respect.

6) Finally for our own records, how was working with the James Blake Team
I was extremely impressed with the James Blake team. I had a very clear idea of what I wanted the site to look like but because of my lack of IT knowledge, I found it difficult to verbalise. David Gelb of James Blake was very helpful and patient and we were both delighted with the end result. The site has really helped our business grow. I would recommend James Blake in terms of the professionalism of the team and in terms of value for money.

My marketing manager said SEO doesn’t achieve instant results?

Your marketing manager is correct to a certain degree in that SEO will not have instant results, i.e. if we start a campaign tomorrow your inbox will not be flooded with new leads. SEO is a medium term strategy to make you an on-line leader in certain areas. Generally we at James Blake Internet say we can make a difference within 3-6 months.

If you do need instant results then we would suggest mixing an SEO campaign with a pay per click campaign (PPC). This will help you get the benefits in both the short and medium term.

However we believe that internet marketing needs to be looked at in conjunction with other aspects of your business such as your offline marketing in order to maximise the potential of any campaign.

a) Establish a brand – what does your business really offer? By this we don’t mean fancy design and new logos etc, Is there an area you specialise in within your field and want to tell the World (on-line and off-line). Once this is established then there is a message to spread (online and offline)

b) Once you have established the brand and the message we suggest you look at all your marketing to see if this reflects your message. If you have a current website its vital you look at the design and structure to see if it’s in line with your brand and message. When people hear about your business they often go on-line to see who they will be visiting (even if referred). Does your website convey the message that your marketing (again both on-line and off-line) is saying. Otherwise you will not be maximising the potential of your spend.

c) I would then look at how people will get to hear about your business e.g. How many people will search on-line to find your business or how many people will use the yellow pages etc. If you feel that most of your business comes from referrals then that’s where you should now spend your money. If you think there is a strong percentage that search for your business on-line, i.e. Google, yahoo, Yell etc then this is the market that SEO can capture.

James Blake believe that online advertising should be done in conjunction with offline and not separately. Both need to have the same message as they complement each other.