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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.

Understanding your customers

Great customer care involves getting to know your customers so well that you can anticipate their needs and exceed their expectations.

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.

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.

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.

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.

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.

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.

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.

Why it pays to profile your customers

Understanding your customers is the secret of successful selling. The more you know about them, the easier it can be to increase their spending.