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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 complaints

As a small business, it's up to you to initiate good communication. You can't rely on your customers to tell you what they think, or supply feedback.

Resource topics

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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.

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?

Handling customer complaints - checklist

A clear complaints-handling procedure enables you to resolve issues and maintain a positive relationship with customers. Use our checklist to better manage customers' complaints.