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.
Twitter is an online micro-blogging platform that enables you to post short updates with images and videos attached. The social network was launched in 2006 and has more than 300 million monthly active users around the world.
Twitter users share their thoughts, news, real-time information and jokes in 280 characters of text or less.
The most successful Twitter users don't just broadcast messages. They engage with other Twitter users by asking and responding to questions, sharing interesting links and monitoring what people say about them.
Businesses use Twitter to engage audiences within their sector; not only posting information about themselves but encouraging discussion, gathering useful feedback about products or services and offering helpful customer service.
Over the years, Twitter users have established their own language to make the most out of the 280-character limit on each tweet.
Twitter can seem confusing when you first start using it. The secret is to give it a proper go, and to give it some time. The more you do it, the more you'll understand what works for you.
Twitter is all about the connections you can make - who you follow, and who's following you. Don't get too fixated on the number of followers you have. It's more important to build a network of people and other businesses who are relevant.
To establish a successful community on Twitter, you have to build credibility in your niche. Through the content you share and the discussions you take part in, you are developing a reputation as a trusted source of information. Many businesses aim to become an expert in a particular subject matter on Twitter and they do this by sharing content and insight around a topic.
You won't succeed in building your Twitter community by pushing out one-way marketing messages about your product. Instead, ask your followers questions, be personal and engage with people naturally.
Many customers also use Twitter as a quick and easy way to complain about a business. To make sure you spot any complaints, check your Notifications regularly to see if anyone has tagged or retweeted you and do a brand search every day by simply typing your company name into Twitter search.
If you find a comment about your business, respond as quickly as possible. If it's positive, then great! Share the feedback with your followers. If it's negative, then get back to the customer quickly. Try to take the situation offline as soon as possible by offering to call or email them to sort out the issue. By doing this, you will show other customers that you take complaints seriously.
Written by Alison Battisby of Avocado Social.
