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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

Advertising allows you to promote your business to potential and existing customers. There are many forms of advertising: direct mail, email marketing, online and print advertising, leaflets, outdoor advertising on billboards and buses or sponsorship.

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

PR can be especially cost-effective for small businesses. However, you also need to act quickly to manage any bad press. Discover how you can get media coverage online and via the local press.

PR and promotion

PR can be especially cost-effective for small businesses. However, you also need to act quickly to manage any bad press. Discover how you can get media coverage online and via the local press.

Resource topics

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Five public relations mistakes you need to avoid

Public relations play a crucial role in shaping your business' reputation. Good PR can elevate your brand but mishandling public relations can be catastrophic. Here are five pitfalls to avoid.

The evolution of public relations over the last five years

Marketing is ever-evolving as new media and technology come online. PR has changed too - the reach and speed of stories have rocketed in the digital age. Here's how PR has developed in recent years.