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Marketing essentials

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

Online marketing

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

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

Advertising

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

Customer care

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

Sales

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

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

PR and promotion

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

Customer care

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

Resource topics

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Essential guide to marketing with your database

How to use a database to improve customer service and to support your marketing and sales efforts.

How to encourage repeat business - checklist

Find out how to encourage new customers to come back and start buying regularly from you, to create regular and reliable revenue for your business.

Setting up a customer care programme - checklist

From demonstrating that you understand your customers to handling complaints promptly and effectively, learn how to set up a customer care programme.

Six reasons you could be failing to attract customers

Failing to attract enough customers is worrying, but if you know why you might be able to turn things around. Here are six possibilities.

Data protection: your obligations

The EU General Data Protection Regulations lay down strict rules about the use of personal information. There are significant fines for failure to follow the rules.

The best customer service software for small business

Leading customer service software and how to choose the right solution for your business.

How to deliver first-class customer service

Customers are the lifeblood of any business, so by treating them well and regularly exceeding expectations, you can boost satisfaction and retention.

Ten ways to get the most out of customer testimonials

Testimonials offer an independent indication that you have done a good job and can help reassure new or nervous buyers. Here are ten ways to generate customer testimonials.

Ten ways to reward loyal customers

Ten ways for businesses to reward loyal customers including discounts, promotions and VIP treatment

Understanding your customers' perspective

The customer may not always be right but if you see things from their point of view, you will avoid conflict and build trust says Benjamin Dyer.

Wining and dining: the rules on client hospitality

Good customer care needs a personal touch, but businesses must ensure that client hospitality is “proportionate” or risk prosecution.

Working with a big client

If you rely on one big customer for much of your trade, it is critical to build on the relationship to retain their business and win future sales.

How to handle customers that ask for compensation

How to handle customer complaints and what to do when a dissatisfied customer asks for compensation

Winning back customers: making up is hard to do

Your business will never be able to keep everyone happy all the time. But even if you've let someone down, the relationship doesn't have to be over.

Know your customers better

Creating a loyal band of customers through good service is a great achievement, but you've got to keep working at your relationship. Find out how.