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A marketing strategy will help you identify your best customers, understand their needs and implement the most effective marketing methods.

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.

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

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.

Direct marketing can be a highly successful way to generate sales from existing and new customers. Find out how to target them in the best way.

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

PR

Favourable media coverage can bring a range of business benefits. But how do you attract the attention of editors, broadcasters and journalists?

How to put together a press release

Writing a press release is easy - if you know how. Charles Rapson explains

The example below gives you an outline of what your press release should look like. It makes the job of a journalist easier if the information they receive is in a standard format as it is quicker to process. Using this format will give your article a better chance of being noticed and used.

Style

The piece is written in a style that is straightforward, easy to read and to-the-point. You will also need an angle that will make your story stand out - usually the main benefit or point of interest. If the angle is people-related it is likely to be even more successful.

In the example below, the purpose of the story is get potential volunteers to attend recruitment events (see the last paragraph) but the angle is about the lives of volunteers being made better thanks to people working together (see first two paragraphs).

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