How & Why SME's Go On The Internet


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Presentation to the Fernhurst Business Club - March 2005

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How & Why SME's Go On The Internet

  1. 1. Business Websites How and why SME’s go on the Internet Thom Poole March 2005 © Thom Poole 2005
  2. 2. Why I’m qualified to talk about this <ul><li>Involved in e-marketing & the Internet since 1992 </li></ul><ul><li>Teaching e-marketing for 7 years </li></ul><ul><ul><li>e-Commerce </li></ul></ul><ul><ul><li>Web design for marketers (and the terrified!) </li></ul></ul><ul><ul><li>CRM </li></ul></ul><ul><li>Written papers on ‘Data Privacy’, ‘The Marketing Art of the Opt-In’ and ‘Trust in Business and Marketing’ </li></ul><ul><li>Written a book on ‘Ethical e-Marketing’ called ‘Play It By Trust’ </li></ul><ul><li>Working for O 2 as Head of Portal Customer Interaction – focus on customer centricity and ethics </li></ul><ul><li>Business mentor, privately and for the Princes Trust </li></ul>© Thom Poole 2005
  3. 3. Agenda <ul><li>Where are you now? </li></ul><ul><li>The World Wide Web (www) </li></ul><ul><li>Promotional theory </li></ul><ul><li>Where to start </li></ul><ul><li>Challenges </li></ul><ul><li>Solutions </li></ul><ul><li>How can you make money </li></ul><ul><li>Getting traffic </li></ul>© Thom Poole 2005
  4. 4. Where are you now? <ul><li>How do you currently do business? </li></ul><ul><li>Who do you do business with? </li></ul><ul><li>How do you promote your business? </li></ul><ul><ul><li>Can you control that? </li></ul></ul><ul><ul><li>What frequencies? </li></ul></ul><ul><ul><li>What cost? </li></ul></ul><ul><li>How do you generate sales leads? </li></ul><ul><li>What sales channels do you use? </li></ul><ul><li>What scope do you have for expansion? </li></ul>© Thom Poole 2005
  5. 5. The World Wide Web (www) <ul><li>What is it? </li></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>E-mail </li></ul></ul><ul><ul><li>Newsgroups </li></ul></ul><ul><li>Global reach </li></ul><ul><li>Availability </li></ul><ul><ul><li>24/7/365 </li></ul></ul><ul><ul><li>Instant availability </li></ul></ul>© Thom Poole 2005
  6. 6. How can it help? <ul><li>Brochureware </li></ul><ul><li>Sales </li></ul><ul><li>Support </li></ul><ul><li>Administration </li></ul><ul><li>Procurement </li></ul><ul><li>Education </li></ul><ul><li>Training </li></ul><ul><li>Tracking </li></ul><ul><li>Entertainment </li></ul><ul><li>Information/News </li></ul>© Thom Poole 2005
  7. 7. Who uses the web? <ul><li>Internet access </li></ul><ul><ul><li>59% of UK homes have a PC </li></ul></ul><ul><ul><li>52% of homes (around 12.8 million) have Internet access </li></ul></ul><ul><ul><li>68% of small businesses have Internet access </li></ul></ul><ul><li>Broadband </li></ul><ul><ul><li>3.2 million broadband connections </li></ul></ul><ul><ul><li>12% of homes have broadband </li></ul></ul><ul><ul><li>DSL is available to 85% of UK homes and businesses </li></ul></ul><ul><li>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 </li></ul>© Thom Poole 2005 United Kingdom Internet Usage and Broadband June, 2004
  8. 8. More statistics <ul><li>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: </li></ul><ul><ul><li>5.8 million (22%) have bought airline tickets online </li></ul></ul><ul><ul><li>5.2 million (20%) have conducted an online banking transaction </li></ul></ul><ul><ul><li>3.1 million (12%) have bought groceries online </li></ul></ul><ul><li>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 </li></ul>© Thom Poole 2005
  9. 9. Promotional theory <ul><li>Clarity </li></ul><ul><li>Consistency </li></ul><ul><li>Continuity </li></ul><ul><li>Competitive advantage </li></ul>© Thom Poole 2005 4C’s
  10. 10. Where to start? <ul><li>Research </li></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><li>Suppliers </li></ul></ul><ul><ul><li>Customers </li></ul></ul><ul><li>Plan, Plan, Plan </li></ul><ul><li>Strategy </li></ul><ul><ul><li>Self build </li></ul></ul><ul><ul><li>Off-the-shelf </li></ul></ul><ul><ul><li>Bespoke web development </li></ul></ul><ul><li>Costs </li></ul><ul><ul><li>Build </li></ul></ul><ul><ul><li>Hosting </li></ul></ul><ul><ul><li>Maintenance </li></ul></ul>© Thom Poole 2005
  11. 11. A quick web plan outline <ul><li>Look at your existing business plan </li></ul><ul><li>Plan carefully </li></ul><ul><li>Make sure the application you implement will benefit not only your company, but your customers </li></ul><ul><li>Don’t be afraid to diversify </li></ul><ul><li>Don’t be afraid to ask for help </li></ul>© Thom Poole 2005
  12. 12. What a web brief should contain <ul><li>Background </li></ul><ul><li>Target audience </li></ul><ul><li>Ideas about structure </li></ul><ul><li>Ideas about design </li></ul><ul><li>Content groups </li></ul><ul><li>Any legal considerations </li></ul><ul><li>Any resources you have to contribute </li></ul><ul><li>Budget </li></ul><ul><li>Marketing plans </li></ul><ul><li>Timetable </li></ul>© Thom Poole 2005
  13. 13. Online challenges <ul><li>Inaccessible </li></ul><ul><ul><li>No customers </li></ul></ul><ul><ul><li>Wrong customers </li></ul></ul><ul><ul><li>Too expensive to service </li></ul></ul><ul><li>Inappropriate </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Brochures </li></ul></ul><ul><ul><li>Orders </li></ul></ul><ul><li>Out of date </li></ul><ul><li>Too much interest </li></ul>© Thom Poole 2005
  14. 14. Why websites fail to generate traffic <ul><li>Website owners don’t target their message to specific audiences </li></ul><ul><li>The site’s design doesn’t incorporate meta tags for search engines to score </li></ul><ul><li>Each web page’s title doesn’t reflect the individual page’s content </li></ul><ul><li>Each page doesn’t provide detailed descriptions of the page’s theme </li></ul><ul><li>The site isn’t built with keyword and key phrase search relevancy in mind </li></ul><ul><li>Statistics don’t show why searchers come to the site </li></ul><ul><li>The site isn’t submitted to the top 21 search engines and directories that produce over 88% of all Internet searches </li></ul>© Thom Poole 2005
  15. 15. Solutions <ul><li>Plan your strategy & stick to it </li></ul><ul><li>Outsource your web presence </li></ul><ul><li>Join a co-operative </li></ul><ul><ul><li>Industry group </li></ul></ul><ul><ul><li> </li></ul></ul>© Thom Poole 2005
  16. 16. © Thom Poole 2005 Fernhurst Organisations & Businesses
  17. 17. Making money <ul><li>Sponsorship </li></ul><ul><ul><li>Sell page sponsorship </li></ul></ul><ul><ul><li>Sell link sponsorship </li></ul></ul><ul><li>Affiliate marketing programmes </li></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Adverts </li></ul></ul><ul><li>Commission </li></ul><ul><ul><li>Within co-operatives </li></ul></ul>© Thom Poole 2005
  18. 18. Getting traffic <ul><li>Advertising, Sponsorship and PR </li></ul><ul><li>Reciprocal links </li></ul><ul><li>Email marketing </li></ul><ul><li>Affiliate programmes </li></ul><ul><li>Search engines </li></ul><ul><ul><li>Organic search </li></ul></ul><ul><ul><li>Pay-per-click </li></ul></ul>© Thom Poole 2005
  19. 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. 20. Next steps <ul><li>Know why you want to go online </li></ul><ul><li>Get your business ready for the extra interest </li></ul><ul><li>DIY or professional design </li></ul><ul><ul><li>Web design course – sign up now! </li></ul></ul><ul><li>Prepare your web design brief </li></ul><ul><li>Plan your site </li></ul><ul><li>Check availability of domain names & hosts </li></ul><ul><li>Build and load your website </li></ul><ul><li>Market your website </li></ul><ul><li>Get ready for the orders! </li></ul>© Thom Poole 2005
  21. 21. To leave you with a thought © Thom Poole 2005
  22. 22. Thank you <ul><li>For further information </li></ul><ul><li>[email_address] </li></ul><ul><li>Why not book yourself on the next Web Design Course? Ask in the Centre for details </li></ul>© Thom Poole 2005