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How to create a marketing plan for your small business - build a brand, target customers and set prices that will maximise sales.

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

Social media is firmly established as a marketing tool. Having a presence opens up new lines of communication with existing and potential customers.

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

Market research exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

Exhibitions and events are valuable for businesses because they allow face-to-face communication and offer opportunities for networking.

One in four small firms owned by women yet to reopen

1 September 2020

Women business owners could be making greater sacrifices than their male counterparts this year as they contend with specific challenges from the pandemic, according to a new survey of small business owners.

The research, undertaken by business lender Iwoca, has found that 23% of female business owners are still not trading, compared to 14% of male business owners.

This could have wider implications for the UK economy as, according to the Department for Business, Energy and Industrial Strategy, women-led SMEs are estimated to contribute around £85 billion to economic output.

Where their businesses have reopened, women are also less likely than men to report having returned to pre-COVID activity, with only 14% of women reporting that business is at normal levels compared with 21% of men.

When asked about specific sacrifices they have made for their business, almost half (48%) of all UK business owners reported going without a salary. However, female small business owners were more likely to have forgone a salary during the pandemic. Half of the women surveyed (50%) reported that they hadn’t taken a salary since the beginning of the lockdown, compared with 47% of men.

Looking ahead, female business owners are more likely to go without a salary over the next 12 months, with 42% saying they expect to go without wages compared with 38% of men. At the same time, 60% of female small business owners do not expect to take time off work in the next year, compared to 47% of male business owners. 

Samantha Guilfoyle, founder of S G Accountancy and a single mum with three children, said: "A lot of women - even subconsciously - feel that their role is to be a mum and the primary carer for their children. This isn't because this is forced upon them, but they're worried about being judged if they put their business first. This holds women back unnecessarily without them even realising they're being held back."

She added: "I've done an awful lot of free work for people I've worked with before. Unfortunately, there's been minimal invoice work, so whilst I've just been trying to do the best for the community, my income has taken a hit … I've worked more hours but invoiced a lot less."

One in two business owners (53%) said that not going on holiday with family, partners or children was the biggest sacrifice made during the crisis (53%). This was followed by having to use their own savings to finance the business (51%), and not paying themselves a salary for 48% of those polled.

Seema Desai, coo at Iwoca, said: "The pandemic has fundamentally changed the way business owners operate and many will be making sacrifices they have never had to consider before … Women-owned businesses make a huge contribution to the economy, so it is incumbent on everyone working within the small business community to ensure we're doing enough to support them."

Written by Rachel Miller.

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