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A marketing strategy will help you identify your best customers, understand their needs and implement the most effective marketing methods.

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 is firmly established as a marketing tool. Having a presence opens up new lines of communication with existing and potential customers.

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

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 exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

Direct marketing can be a highly successful way to generate sales from existing and new customers. Find out how to target them in the best way.

Exhibitions and events are valuable for businesses because they allow face-to-face communication and offer opportunities for networking.

PR

Favourable media coverage can bring a range of business benefits. But how do you attract the attention of editors, broadcasters and journalists?

Start here - our simple guide to creating an effective marketing plan, why you need one, what information you need and what it needs to cover.

Resource topics

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Successful marketing starts with a solid understanding of your customers, finances and opportunities. Our overview of marketing planning.
From describing your market and researching customers to preparing sales forecasts and budgets, learn how to create a marketing plan.
As they keep a tight hold on their purse strings, customers are looking for better products, services and value for money. How can you tempt them?
Are you losing profit without realising it? Every business has leaks where revenue can disappear. But you have to spot them before you can mend them.
Creating a marketing plan can be challenging. Here Sara Drawwater explains how she developed a plan that worked for her design business.
How do you decide how much to spend on marketing and what happens if your business has to make cuts? Drayton Bird looks at marketing spend.
Leo Scott Smith was inspired by personal circumstances to develop an intelligent personal safety device - the world's first, in fact. He tells us more.
Five steps to forming strategic marketing collaborations with other businesses - one of the most cost-effective ways to reach new audiences.
Being small can give you an advantage, but sometimes appearing to be larger than you are is a wiser strategy. So how can a small business look bigger?
Marketing challenges for knowledge-based businesses are different from firms selling products. Here's how to spread the word about your business.
Marketing is vital for accountants and law firms that want to bring in new business. But what are the key principles for promoting professional firms?
Partnerships and alliances are good for business. Big firms have always known this but alliances can bring significant benefits for small firms too.
Spotting a gap in the market is only part of the battle: taking it successfully to market presents a far bigger challenge. Find out how it's done.