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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.


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

The three keys to successful recruitment

While recruitment and talent acquisition is central to the success of any progressive business, a large number of businesses struggle with it. In fact, just 24% of top recruiters believe that they make good use of the data at their disposal, despite technological advancements in recent times that could help with this.

Good use of data is just one key element of effective recruitment, which affords your brand a competitive edge over its rivals and identifies the best talent before they apply for a job with you.

The question that remains, of course, is what are the other important elements that drive successful recruitment? We've listed a few below.

1. A strong and well-defined company culture

One key aim of recruitment is to effectively engage with talented workers before they look for a job - whether that's experienced staff members, recent graduates or individuals who are still completing their studies.

As a result, you'll need to find a powerful 'hook', such as a vibrant company culture, to attract them.

A strong and consistent brand is also important, as this drives recognition and injects a sense of personality into the business. Just as humour can be used to bring a website to life, it's wise to humanise your brand so that staff and customers alike have a positive impression of it.

The key is to carefully define your brand and company values, making them relevant and emotionally impactful for your target audience This creates something authentic that appeals to potential job applicants, while offering an insight into what they can expect should they be hired.

2. Innovative and relevant employee rewards

Motivating employees has become increasingly difficult in recent years, as people increasingly look beyond their base salaries and bonus package in search of something more personally relevant and rewarding.

This has made attracting talent more complicated than ever before, especially when dealing with younger applicants who are likely to be motivated by more than money alone. With this in mind, you should strive to think outside the box when creating potential benefits packages for your staff.

Consider partnering with a rewards specialist that can provide practical help. Perkbox, for example, offers a host of innovative discounts and promotional offers for employees.

3. Clearly defined growth paths for employees

Remember that your staff are often fiercely ambitious individuals, with both short-term and long-term goals in the workplace. It's imperative that your business is in a position to fulfil these objectives through training, talent development and clear career progression.

As a result, you'll need to present your business as a strong investor in people, and one that is willing to offer clearly defined growth paths to employees.

You should also empower your employees to learn new skills, equipping them with a sense of personal fulfilment as well as benefiting your business.

Copyright © 2018 Article was made possible by site supporter Victoria Harrison

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