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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.

Advertising allows you to promote your business to potential and existing customers. It can take the form of direct mail, email marketing, online and print advertising, leaflets, outdoor advertising on billboards and buses or sponsorship.

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.

If you don't promote your business, potential customers will never know you exist or discover what you have to offer.

Marketing essentials

Your brand is one of your greatest assets. It's not just your logo, slogan and design scheme, but your customers' total experience of your business. Your brand is in your customer promise, your business values, your personality, the way you talk to your customers. It's in the way you package your service and answer your phone.

Communicating your brand clearly and honestly to your customers spreads confidence and goodwill. It is a badge of trust that sets you apart from competitors and can give you a lasting competitive edge.

What is branding?

When someone thinks about your business, they have their own perceptions of what the business is about. This isn't just knowing what products and services you offer, but how they feel about your business. Think of branding as the experience customers and others have when they engage with your business, and the perception they're left with.

Branding is the process of deliberately trying to create the right brand image for your business - and then using that brand to encourage your target customers to want to do business with you. In most sectors, there's often very little to separate competing products and services. Your brand can be the thing that helps customers differentiate when making buying decisions.

Branding isn't just for big businesses. Having a strong brand makes a big difference to even the smallest of businesses. What's more, branding doesn't have to be a costly exercise.

How to create a winning brand