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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.

Social media strategy

Social media activity needs to be planned, targeted and analysed just like any other marketing task. A clear social media strategy maximises results.

Resource topics

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Social media - above or below the line?

Advertising used to be divided into above the line (brand building) and below the line (lead generation and conversions). Social media now does both.

Essential guide to using social media to market your business

How to promote your business and engage with people online by posting on social media platforms and blogging.

Use social media to attract consumers - checklist

If you use social networking to talk to customers, it helps to have a social media strategy. This checklist covers the main considerations.

Use social media to attract business customers - checklist

Social networks offer an excellent way to connect with business customers - but you must present a professional, credible face.

Social media law for business - checklist

Online social media platforms such as Facebook and Twitter have moved into the business mainstream - but the law isn't always clear.

Creating an effective social media profile - checklist

Social networks allow small businesses to connect with customers. Your profile is often the first thing new contacts see so make it count.

How social media helped me build a global jewellery brand

Alyssa Smith is a British entrepreneur whose iconic silver jewellery has many devoted fans. Alyssa explains how she built her successful brand.

Essential guide to influencer marketing for small businesses

What is influencer marketing? How social media influencers can promote your small business, improve brand awareness and boost your sales.

Combine social media with other forms of marketing

Social media has transformed the way we market, but it hasn't replaced other ways to reach your audience. How to combine your marketing activities.

Six ways to raise your game on social media

Simply signing up to Twitter and Facebook is not enough. Discover how you can maximise your opportunities on social media in six easy steps.

Ten ways to expand your social media contact list

Increasing your contacts on LinkedIn or Twitter can help you find suppliers, get a quick answer to a business question or generate new sales leads.

How I turned my passion for food into a thriving business

Elly Curshen explains how social media helped her make a success of her Bristol eatery, the Pear Café, and become a successful food writer.

Managing your online presence - checklist

The internet undoubtedly brings a wealth of business benefits. But it also poses risks. This checklist explains how to get the most from the internet.