Marketing essentials

A marketing strategy tells you what to say, how to say it and who to say it to in order to make more sales. Our guide to the basics.

How to make an effective marketing plan for your small business, including choosing the marketing mix, setting objectives and tracking results.

Where to start with SWOT analysis, what to include, where to find the information and how to use it to help your business survive and thrive.

Small businesses need a brand too if they are to stand out in a crowded market. Discover how to create a valuable brand and how to exploit it for business advantage.

Your business needs to get pricing right. The basics on the different pricing strategies you could use, and what you need to consider.

Our introduction to identifying market segments, and how it can help you tailor your offer to meet their needs - helping you sell more effectively.

Creating an authentic brand for your small business that matches your USPs with your customers’ needs to create a powerful brand identity.

Here are some simple things you can do to get more footfall and win sales from people who would not otherwise know about your business.

A strong brand calls for a clear visual identity, effective messaging and a distinctive brand voice that resonates with your target audience.

Ten ways to make sure that your business stays ahead of your competitors

Content is at the heart of today’s marketing strategies as websites and blogs demonstrate expertise, sell services and grow professional businesses.

How to make your small business look bigger, with the right name, branding, by using a virtual receptionist and by building an impressive website.

Kira Lauber explains the importance of creating a narrative and using a metaphor to present complex data in a clear and attractive way.

Rebranding your small business can give it new impetus especially your brand is underperforming. When to rebrand and how to make your new brand a success

Many small firms offer specialist products and services aimed at niche sectors. Bruce Townsend finds out how small can be beautiful.

Amazon and eBay offer huge opportunities for small firms trading online. Chris Dawson, finds out what the future holds for small firms trading online.

Testimonials offer an independent indication that you have done a good job and can help reassure new or nervous buyers. Here are ten ways to generate customer testimonials.

Many companies do not understand the important differences between brand and marketing. Find out why the two are important, but in different ways.

Does your business need an image make-over? Refresh your firm by improving everything from your website, logo and premises to your customer service.

Why your best sales people could be your customers thanks to word of mouth. Shweta Jhajharia on how to turn loyal customers into a sales team.

Find out how to build a brand for your small business, including creating a logo, registering a trademark and branding on a budget in these handy FAQs.

Find out how you can stop others from damaging your business by registering or using the same or similar names or brands to yours.

If you want to sell more than your competitors, you need to remind your customers why they should buy from you rather than a rival. Here's how.

Reaching potential buyers with a targeted message at the right time is key to maintain sales growth. Make sure you identify who spends what when.

Marketing and sales recruitment is a vital part of building a solid marketing and sales team that can move your business to the next level.

Chris Barling shares eighteen valuable tips for attracting visitors to your ecommerce website and maximising your sales potential online.

How to market your knowledge-based business; how to sell your own expertise as a consultant and build a strong reputation in a niche market.

The statement “made in Britain” carries a lot of kudos with some overseas customers. So how can you cash in on that positive association?

It's tough in a recession, but what about surviving two world wars, and the Great Depression? Meet the businesses that have been through it all.

The culture of sharing is already well-established among consumers. Now businesses are discovering that by collaborating they can reach new audiences.

Understanding your customers is the secret of successful selling. The more you know about them, the easier it can be to increase their spending.