Marketing is more than just selling; it is one of the most important aspects of any business, and a good marketing strategy lies at the heart of successful business growth. Promotional and advertising campaigns – and deciding on the most appropriate media and creative execution – can build awareness, generate leads, acquire new customers and make a business stand out.
A marketing strategy will help you focus when speaking about your business. It will identify the different ways you can talk to your customers, and concentrate on the ones that will create most sales. To develop a good marketing strategy the key is understanding your customers, by knowing what it is they need and how best to pursuade them to buy from you, which is why market research is a key component of any marketing strategy.
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A marketing plan sets out how you are going to put your marketing strategy into action. The marketing plan ensures that everyone in the business knows what you are trying to do and what they need to do to make it happen. An effective plan will set clear objectives to help you achieve your long-term goals.
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Digital marketing is when you promote your business through digital channels, such as websites, social media, online videos, e-bulletins and many more. It can be very cost effective and allows you to connect to a huge number of potential customers or clients.
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Direct marketing is about making direct contact with existing and potential customers to promote your products or services and generate sales. It can be very cost effective and is the most accurate way to target customers. Traditional methods include direct mail and leafleting but email marketing, telephone marketing and mobile and SMS marketing are widely used.
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Exhibitions and Events
Exhibitions enable you to meet the people that matter to your business in one place, including existing customers, new prospects, suppliers, advisers, investors and key figures in your industry. Exhibitions and events are valuable because they allow face-to-face communication and offer opportunities for networking. There are events for every sector and profession and for many small businesses these are crucial events in their marketing strategy.
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- Taking your first steps into successful marketing
- Marketing planning
- How to prepare a marketing plan
- How to use social media to promote your business
- Free Google resources to market your business
- Get inspired by direct mail marketing
- Marketing your business
- Sales and marketing techniques for your small business
- Sales and marketing
- Conferences and Exhibitions
- 10 top tips for exhibition and trade show stand management
- Why you should practice moderation with your marketing
- 3 SEO and branding mistakes your small business might be making
- 5 ways B2B websites fail to engage audiences
The law: read more about the legal side of marketing and advertising here