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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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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

Recruiting staff for better customer service

Your members of staff are the key to delivering top-notch customer service. We explain why you should hire – and fire – for attitude.

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.

Keeping customers - the importance of loyalty

Keeping customers makes good business sense but it's not always easy. Here are our tips on how you can keep customers coming back to your business.

How to turn good service into more sales

Cross-selling and upselling can make a huge difference to your sales figures. Find out how customer service plays a vital role in making more sales.

The importance of exceeding customer expectations

Customer service has never been so important, yet many firms seem to have lost sight of their customers' needs. You need to exceed their expectations.

Protect your customers from fraud

Derek Bishop, director of Culture Consultancy, considers the steps your business can take to tighten up its data security to better protect customers.

Using CRM to build customer relationships

It’s more cost-effective to cultivate existing customers than look for new ones. CRM can help you sell more to your existing customers.

Understanding how customers make purchases

Your CRM system may hold valuable information about your customers that will help you to understand how they make purchasing decisions.

Checklist for customer satisfaction

Retaining customers is cheaper than finding new ones. Customers become repeat purchasers because they like your product and appreciate your service.

Generate repeat sales online

Your website might be attractive, easy to navigate and buy from, so why don't more customers return? Emma Allen explains some possible reasons.

Dealing with awkward customers

Hard-to-please customers can create a dilemma for small business owners: should you bend over backwards to keep them happy or let their business go?

Techniques for dealing with customer complaints

With customer complaints, you are often resolving situations which are not your fault. Mac MacKay shares useful techniques to help handle things.