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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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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.

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.

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.

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.

Building customer loyalty FAQs

Read these helpful FAQs to find out why customer loyalty is important, how it can be achieved and how you can measure and monitor success.

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?

Golden rules of complaints handling

Although no one likes receiving a complaint, they provide an opportunity to identify and rectify problems with your current systems or product.

Types of complaining customers

When customers are dissatisfied with the service you're providing they fall into one of four kinds of complainers. How do you tailor your response?

How to encourage word-of-mouth recommendations

Word-of-mouth recommendation is one of the best forms of advertising, because it is persuasive, credible and free. Find out how to achieve it.