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These days, it is very easy for publishers to monetize any website, YouTube channel or other platform that they have created. The simplest option is to use an ad network such as Google AdSense or another PPC platform. This way, ads will be ‘served’ based on various calculations and the publisher will then earn varying… Read More »Ad Visibility

Discover the steps that are required to become an advertiser. While earning a Bachelor’s or Master’s Degree can be helpful, it is not necessarily a requirement in order to become a successful advertiser. Completing an internship or taking an entry-level position can lead to success. Advertising is a highly popular industry that involves many different… Read More »Advertiser

Ad viewability is defined as the visibility of your ad. The key distinction here is to understand the difference between ads that are served and ads that are viewed. Impressions do not always equate to useful views. Understanding this difference could be key to the success of your blog or website, so read on to… Read More »Ad Viewability

An ad exchange is a relatively new concept in marketing and advertising. However, it has become one of the most popular methods of marketing and advertising because of how effective it is. Even some of the largest companies out there are now doing ad exchanges. In this article, we will explore the concept and use… Read More »Ad Exchange

Acceptable ads are a certain type of advertisement online that meets specific criteria. If ads are deemed acceptable, then they are allowed by many of the ad blocking programs out there. Since more and more people are using these programs today, it is important that advertisers find a way to co-exist with them. We’ll discuss… Read More »Acceptable Ads

Above the line is an advertising term that is tossed around a lot in the advertising world. While those who are experienced in advertising might be quite familiar with the term, those who are new to it might be quite confused by it. What is above the line and what is its purpose? Below, you’ll… Read More »Above the line

A/B testing, also known as split testing, is a tool that site owners and business owners can use in order to manage their sales pages and landing pages and to optimize them to make the most possible sales. Theoretically, this is a ‘fool proof’ system that should turn even the least effective sales strategy into… Read More »A/B Testing

After sales marketing describes what happens after you have finished dealing with a customer. Many of us make the mistake of assuming that once a visitor or a viewer has become a paying customer, our work is done. We have successfully ‘converted’ a visitor into someone who has bought from us and now we can… Read More »After Sales Marketing

Learn what affinity marketing is, why it is such a powerful tool for companies trying to reach a broader audience, and how it can be brought into the world of digital marketing for impressive results. You’ve probably already encountered affinity marketing of a sort. If you have ever used a credit card that has branding… Read More »Affinity Marketing

Affiliate marketing is arguably the best option for anyone looking to make money from the web, especially passive income. Affiliate marketing networks are what make this possible, so let’s take a look at what they are, what their role is and how you can use them to generate money easily online. Affiliate marketing means earning… Read More »Affiliate Marketing Network

  keyword research seo strategy reputation management our approach 2 paid social community management content creation marketing reporting kpis social media ppc ppc services       paid social 2 keyword research 2 ppc strategy campaign setup ppc management ppc optimisation ppc reporting kpis content creation services digital content services digital content strategy infographic creation… Read More »All Digital Marketing

  Advertising Ad Campaigns Ad Copywriting Advertisement Booking Agents Advertisement Publishing Advertisement in ATMs Advertisement in public & private parking Advertisement in supermarkets Advertising Account Planning Advertising Analytics Advertising Billboard Cable Advertising Campaign Management Campaign Planning Cinema Hall Advertising Classified Ads Classified Submission Commercial Advertisement Corporate Advertising Advertising Communications Advertising Consultancy Advertising Copywriting Advertising Hoarding… Read More »All Advertising Services

We strategically employ our core strengths to build brand equity and identity, with help of our , BTl Marketing and BTL Activation Services, We specialize in training and developing our Brand Ambassadors according to the needs and values of our clients. Our teams are equipped with sales techniques that create a pleasant, memorable, but most importantly on-going… Read More »All Brand Promotions Services

Can you give a solid definition of Product Marketing? Do you understand exactly how it fits into your company and what sets it apart from Product Management? If not, you’re not alone. In this post, Saeed Khan, writer for On Product Management, sets the record straight, explaining the importance behind the distinction and discussing how companies should —… Read More »The Role of Product Marketing in Your Startup

Most technology companies have a product management department serving as the “voice of the customer” and helping to better understand market needs. This function typically generates an extensive roadmap of new products and enhancements, but is product management really being used strategically? For example, what is the product strategy that is driving roadmap priorities? And… Read More »Creating a Strategic Product Plan

If I’ve learned one thing after spending almost a decade in product marketing at more than a handful of companies, it’s that it looks a little different everywhere you go. I have been a strategic leader and a revenue owner and also, a collateral factory for sales. To paraphrase the Greek philosopher, Heraclitus, the only… Read More »Role of Product Marketing

Branding Embolden your brand with a recognizable, authoritative identity.   At Fulcrum, our branding projects are intended to drive business results: increased brand awareness, improved customer sentiment, increased profit margins and sales. The companies that achieve this despite competitive pressures to the contrary are all empowered by strong brands – recognizable identities that are trusted… Read More »Brand Strategy

Fulcrum Media is a comprehensive single-source solution to all your advertising, public relations and marketing needs. Through sound strategy, on-target creativity and keen purchasing expertise, we realize the most impact from our clients’ advertising budgets. Whether we handle all aspects of a company’s marketing or act as an extension of their in-house staff, fulcrum plays… Read More »Fulcrum Media

Advertising is the heavyweight champion of traditional marketing! Advertising can build awareness and change perceptions, fast! And direct response advertising can generate leads Fulcrum advertising agency. So we understand how to create effective advertising. We provide comprehensive advertising services and creative execution to some of the most successful and respected brands in the world—from global… Read More »Fulcrum Advertising Media

Set Up A Pop Up Shop Start A Retail Business Ten Top Tips For Starting A Retail Business Where To Set Up Your Retail Business Sell Your Food Or Drink Product In A Supermarket Sell Your Food Or Drink Product In A Supermarket 2 Pitch Your Product To A Supermarket Contracts And Meeting Supermarket Demand… Read More »Start a Retail Business

public relations agency There are no hard-and-fast rules for when small companies should call in outside PR help. Take into account: how confident and successful you are at managing your PR and dealing with journalists whether you’re involved in a crucial product launch or sales expansion that might be helped by using an agency for,… Read More »public relations agency

Public relations (PR) Introduction Public relations (PR) means getting people to talk and think about your business in a positive way. It can be an important part of your marketing plan. It’s a way to get good publicity without advertising. Also if there’s ever a problem facing your business it helps you deal with it… Read More »Public relations (PR)

Reasons for Using Outdoor Growing People are out and about more, especially the younger more affluent groups. More people are seeing Outdoor advertisements. Accountable Roadside and the London Underground are measured by POSTAR, one of the world’s leading audience measurement tools. Click on POSTAR to access more information. Diverse The range of available opportunities is… Read More »Reasons for Using Outdoor

Recruiting staff: seven things you should know If you want to expand your business, one way to do this is to take on new staff. Recruiting new staff means taking a chance and investing in your business so it’s essential that you choose the right recruitment methods to suit your individual business needs. 1. Decide… Read More »Recruiting staff: seven things you should know

Recruiting staff Introduction If you’re running a business and you want to expand, you’ll need to consider the best options for meeting your new needs – these could include outsourcing, training existing staff or taking on new staff. Taking on new employees – whichever way you choose to do it – will always mean some… Read More »Recruiting staff

Research and develop ideas, new products and services Introduction Research and development (R&D) is a key activity for growing and improving your business. Successful R&D relies on extensive market research and detailed assessment of your customer needs and behaviours, before developing new and improved products and services to fit those needs. R&D is crucial to… Read More »Research and develop ideas, new products and services

Retail business networking If you want to raise the profile of your retail business you can get involved in local business networking. Getting to know your peers, competitors, potential suppliers or partners, politicians and media personalities can open new avenues for your business. It’s also a good idea to get to know key influencers in… Read More »Retail business networking

Selling online Create an online shop The key issues to consider when creating an online shop and selling your products and services online, including the benefits and how to get started Accepting online payments How online payments work and how to set up a payment facility Fulfilling online orders The main issues to consider when… Read More »Selling online

Preparing to sell An overview of what you need to consider before your business sells anything including sales environments and channels The sales process How to follow a step-by-step process to achieve sales, and build long-term customer relationships Sales channels to reach your customers How to decide which sales channels to use to reach your… Read More »Preparing to sell

Traditional marketing Advertising: the basics Why every business should consider the possible benefits of advertising, how to get the most from it, types of advertising and the pros and cons of each Comply with advertising standards The laws and codes of practice that govern advertisements and direct marketing and how to work within them by… Read More »Traditional marketing

Types of retail business Retail is a term which covers a vast range of business types and models. Some of the different types of retail store include: Convenience store – a small to medium grocery and convenience shop usually operating near residential areas. Speciality store – a store which concentrates on narrow product areas, eg… Read More »Types of retail business

Visual merchandising for your retail business Introduction Visual merchandising is about presenting your retail premises and products in an attractive way to entice customers and drive sales. Attracting customers begins on the outside of your retail store. You can do this through visual merchandising methods, including strong signage and appealing window displays. These techniques should… Read More »Visual merchandising for your retail business

Write an effective press release What’s important to you may not grab the news organisation. Consider what can make a story about your business newsworthy. Factors that make a story newsworthy include: timing – current and recent events and the latest updates on a situation significance – the number of people affected by the story… Read More »Write an effective press release

Advertising agency Advertising is the heavyweight champion of traditional marketing! Advertising can build awareness and change perceptions, fast! And direct response advertising can generate leads Fulcrum advertising agency. So we understand how to create effective advertising. We provide comprehensive advertising services and creative execution to some of the most successful and respected brands in the… Read More »Advertising agency

Advertising company Fulcrum Media is a comprehensive single-source solution to all your advertising, public relations and marketing needs. Through sound strategy, on-target creativity and keen purchasing expertise, we realize the most impact from our clients’ advertising budgets. Whether we handle all aspects of a company’s marketing or act as an extension of their in-house staff,… Read More »Advertising company

digital marketing agency we are passionate for digital media and social media marketing. We strive for our clients’ business needs addressing their particular aspects and features applying to relevant targeted areas to get them served in a substantive direction. Being solely a marketing company, Opus mechanizes with clients to figure out marketing programs, and then… Read More »digital marketing agency

Advantages and disadvantages of visual merchandising Visual merchandising is the arrangement of products to maximise sales. Investing in visual merchandising can improve the buying experience for customers, be a strong marketing tool for your business and increase customer loyalty. However, good visual marketing will cost you time, effort and money so you need to be… Read More »Advantages and disadvantages of visual merchandising

7 key advantages of R&D for small business Research and development (R&D) isn’t something only big corporations can do. Small businesses can leverage R&D to compete on and lead the market too. If you have an innovative idea for a new product or service, here are seven ways R&D can help you bring it to… Read More »7 key advantages of R&D for small business

Branding and design Branding: the basics What branding is, how to create and manage a brand and how it can help improve your business by communicating your values to stand out from competitors Designing a successful brand How to use design to create a successful brand and build brand identity for your business Choose and… Read More »Branding and design

Building a brand for your business Introduction Branding gets right to the core of your business’ values. It creates your business’ reputation and its personality. If you’re in a competitive market, you need to offer customers something special. More than that, you need to make sure customers know you’re offering something special. That’s what branding… Read More »Building a brand for your business

Business plan: dos and don’ts A business plan focuses on your business strategy and what you need to do to achieve your goals. It can help to gain investment. A business plan can also monitor progress and success within your business. When creating your business plan, consider the following list of dos and don’ts. Business… Read More »Business plan: dos and don’ts

Choosing business property Introduction Choosing the right commercial property is a key business decision. Your business premises should help you to operate effectively without excessive costs. At the same time, you should avoid being tied to business property that might not suit you in the future. Different property options suit different businesses. By taking into… Read More »Choosing business property

Design for start-ups Introduction Design is a critical element in any start-up business. It influences the way your products, packaging, marketing and websites look and work. It also affects how your customers use and value your products and services, how your workplace is set up and run and the efficiency of your processes. For a… Read More »Design for start-ups

Develop a sales and marketing strategy If you want your business to succeed you’ll need an effective sales and marketing strategy to find and keep customers. The main way to find potential buyers for your product or service is to do market research. Market research allows you to focus in on your ideal customers and… Read More »Develop a sales and marketing strategy

Digital marketing agency in pune Develop a digital marketing plan What are the key components of a digital marketing plan, how to write each important section and what benefits can such a plan deliver to your business Email marketing Email marketing best practice advice to improve open and click rates and secure sales through email… Read More »Digital marketing agency in pune

Grow your retail business Introduction Retailing can be a rewarding career choice but it’s a highly competitive business environment. Navigating the economic currents and dealing with shifting customers’ shopping habits is a challenge. However, flexible retailers can explore new retail opportunities in Northern Ireland and beyond. Knowing how to market your retail business can help… Read More »Grow your retail business

How to improve and measure the impact of visual merchandising You should monitor the effectiveness of your visual merchandising to make sure you’re getting value from the time and effort you’re spending on it. This will also help you to improve future techniques. Measuring the success of your visual marketing methods will allow you to:… Read More »How to improve and measure the impact of visual merchandising

How to market your retail business The marketing environment for retail businesses has shifted significantly over the past decades. Whether your focus is on attracting local customers or advertising on a national scale, you need to get the best return on your investment. From print advertising to the rising importance of digital marketing, there are… Read More »How to market your retail business

Keeping your customers Understand your customers’ needs Why understanding your customers’ needs is crucial to the success of your business, no matter how good your offering is, it’s vital that customers want it Manage your customer service Use customer contact, feedback, customer research, dealing properly with complaints and loyalty schemes to retain customers and increase… Read More »Keeping your customers

Market research Market research and market reports How to use market research and market reports to gain knowledge about your marketplace, your customers and their behaviour to target them better Understand your competitors How to identify your competitors, find out more about them and then use this information to improve your business  

Market strategy and planning Create your marketing strategy Decide how to market your product or service to potential customers by developing a marketing strategy that positions your product to particular customers Write a marketing plan How to identify your objectives and write a plan that will help your marketing generate sales, including tactics and objectives… Read More »Market strategy and planning

Online public relations Businesses need to consider how they manage public relations (PR) online. Traditional techniques may not always apply to online PR. With online PR, you communicate not only with targeted media channels and online journalists but also with the wider public who are talking about your business. Online PR is no longer driven… Read More »Online public relations

Pricing Pricing information Guidance for traders on the regulations covering selling price information they provide to consumers to prevent misleading them Price lists, estimates, quotations and tenders Find out how to present prices to your customers, including how to draw up price lists, estimates and quotations and prices for tenders Negotiate the right deal with… Read More »Pricing

Where to set up your retail business You may be familiar with the term ‘high street retailer’ which gives a clue about the importance of location to retail businesses. Each retail business needs to assess its market to determine the right location to set up – this can often mean the difference between success and… Read More »Where to set up your retail business

Ten top tips for starting a retail business To build a successful retail start-up you’ll need to develop a good set of business skills including: self-motivation ability to work long hours good negotiating skills excellent customer service an understanding of your products and sector Here are ten top tips on how to start a retail… Read More »Ten top tips for starting a retail business

Start a retail business Introduction There are many different forms of retail business, but some core principles are common to most. Retailing at its most basic is buying goods in bulk from suppliers, wholesalers and distributors then selling to customers in smaller amounts, with an added margin. Retailers typically sit at the end of the… Read More »Start a Retail Business

Set up a pop-up shop Introduction Pop-up shops are temporary retail spaces. This short-term approach to running a business can be used for: product promotion brand awareness testing the market Pop-up shops can be great drivers of sales and awareness in product retail, from clothing to seasonal goods, or short-term food sales from a snack… Read More »Set up a pop-up shop

Retailing: 5 ways to improve your business Retail is a fast-moving sector with great rewards for innovative businesses, whether focused on the local market in Northern Ireland or beyond. Spotting market trends is important to stay ahead of the competition and provide products which customers want to buy. It’s hard to stay successful in retail… Read More »Retailing: 5 ways to improve your business

Trade shows and exhibitions Introduction Trade shows and exhibitions are specialist market places that allow exhibitors to promote their products and services, reach new customers and generate new sales. They also give visitors the opportunity to find out about the products and services on display. Trade shows and exhibitions can also provide business people with… Read More »Trade shows and exhibitions

Six tips for exhibiting at trade shows Exhibiting at a trade show can help you generate new leads and build business relationships. There can be substantial costs involved, so it is important to get things right. Follow these tips to make the most of exhibiting at trade shows. 1. Do your research – it’s important… Read More »Six tips for exhibiting at trade shows

Sell your food or drink product in a supermarket Introduction Supplying your food or drink products to supermarkets or other retailers to sell will help you reach a large customer pool and can boost your sales. However having your product listed by a supermarket doesn’t suit every business. It is a good idea to work… Read More »Sell your food or drink product in a supermarket

Sell your food or drink product in a supermarket Introduction Supplying your food or drink products to supermarkets or other retailers to sell will help you reach a large customer pool and can boost your sales. However having your product listed by a supermarket doesn’t suit every business. It is a good idea to work… Read More »Sell your food or drink product in a supermarket

Pitch your product to a supermarket Once you have fully prepared and researched the market you should feel confident to pitch your product to supermarkets or retail outlets. Pitching your business Ensure you have a marketing plan in place and be prepared to present this to a supermarket or retailer. This should outline how you… Read More »Pitch your product to a supermarket

Contracts and meeting supermarket demand Contract to supply a supermarket There are a number of things you should be clear about before signing a contract with a supermarket: Price – workout what margins will keep your business viable and make sure the price meets this. Look out for clauses on re-negotiation of price where a… Read More »Contracts and meeting supermarket demand

Are you ready to sell your product to a supermarket? You need to fully understand your product, its unique selling point and the market before you approach a supermarket with a business pitch. Branded or supermarket own brand product There are essentially two options when supplying your food or drinks products to supermarkets or other… Read More »Are you ready to sell your product to a supermarket?

Ten tips for using social media More and more businesses are turning to social media channels, including Twitter and Facebook, to attract sales, engage with customers and build brand awareness. However what businesses must remember is that by signing up to these networks you are making a commitment to be social, to interact and to… Read More »Ten tips for using social media

Social media Plan Social media best practice for business Social media advice for businesses looking to set up, evaluate, manage or improve their social media campaigns across a range of channels. Social media platforms LinkedIn, Google+, YouTube, Instagram, Snapchat and Pinterest – find out how your business can use these social media channels and identify… Read More »Social media Plan

Social media business opportunities and challenges Effective use of social media can bring great opportunities for your business, but will require some thought and planning. Moving with fast-paced developments in online technology can help to enhance your brand, boost your profile and perhaps even win new business. However you need a healthy perspective on what… Read More »Social media business opportunities and challenges

Develop a social media strategy Social media can help some businesses achieve their objectives, eg marketing their services, driving sales and interacting with customers. Planning ahead can help you make the most of this opportunity. Before you start using social media, you should think strategically about what you hope to achieve and if you have… Read More »Develop a social media strategy

Social media best practice for business Advantages and disadvantages of using social media advantages-disadvantages-social-media.png Advantages and disadvantages of social media Social media can be a useful tool for businesses, bringing advantages such as engaging with your audience and boosting website traffic. However there can also be disadvantages, including the resources required and negative feedback. Considering… Read More »Social media best practice for business

Measuring social media campaigns Social media marketing can be measured using your web analytics, tools provided by the platform and third party tools. Measuring and monitoring your activity helps you improve future campaigns and get a return on investment. Types of social media Types of social media include: social networking platforms – such as Facebook,… Read More »Measuring social media campaigns

Measuring paid and organic search marketing In many cases, new visitors to your website will have searched for a particular product or service and found your site in their listings. The most popular search engines include Google, Yahoo! and Bing. Search marketing combines natural or organic search with paid or pay-per-click advertising. Organic search marketing… Read More »Measuring paid and organic search marketing

How to write effective copy for PPC ads Writing good ad copy is critical to the success of your pay-per-click (PPC) campaign. You need to attract targeted leads and you have limited space to do this. Your copy needs to be compelling and you must attract buyers who want your product or service. It important… Read More »How to write effective copy for PPC ads

How pay-per-click search advertising works With search engine pay-per-click (PPC), you want people searching for your product or service to find you, click through to your website and buy. With PPC, you can: choose one or more PPC providers according to your business model target particular demographics according to your marketing strategy define keywords that… Read More »How pay-per-click search advertising works

What is display advertising? Display ads are online advertisements that appear on websites other than your own. They can take the form of a banner, an image or even a video or interactive media. Using cookies, these ads can be tailored for an individual user based on their demographics, interests and behaviour. This allows advertisers… Read More »What is display advertising?

Setting pay-per-click campaign budgets When setting a budget for a pay-per-click (PPC) campaign, you’re in control of the cost of your advertising. But how you set your budget will depend on the PPC provider you choose. This is because each provider offers a slightly different proposition. Yet all of them offer tools to help you… Read More »Setting pay-per-click campaign budgets

Pay-per-click search advertising: seven top tips Pay-per-click search (PPC) is a form of online advertising. It allows you to display an ad on a search engine results page. PPC can be a cost-effective way of reaching your online audience. Bidding for the right keywords, which are search words that customers are likely to use when… Read More »Pay-per-click search advertising: seven top tips

Pay-per-click and paid search advertising Introduction Pay-per-click (PPC) advertising means that you pay a fee every time your online ad is clicked. Paid search marketing is a type of PPC advertising that lets you target potential customers actively searching the internet for the products or services you offer. Because you only pay when users actually… Read More »Pay-per-click and paid search advertising

Optimising PPC campaigns Once you have set up your pay-per-click (PPC) campaign, it’s important to benchmark and continually measure campaign performance. By assessing and adapting your tactics you can ensure that your campaign is optimised – maximising your return on investment. Some factors to consider include: Re-analyse your keywords – check the keywords used are… Read More »Optimising PPC campaigns

Measuring your online marketing Introduction There is a wide range of online marketing tactics that you can use for your business, such as websites, emails, pay-per-click advertising, social media, mobile advertising and affiliate marketing. In order to get the best from your online marketing, you must understand how your customers interact with you, and how… Read More »Measuring your online marketing

Measuring your email marketing campaigns Sending an email to a list of opt-in contacts or to a bought-in list may be a quick way to market your product or service, but it may not be the most effective. As with all direct marketing, it is important that you: have clearly defined objectives make sure you… Read More »Measuring your email marketing campaigns

Mobile marketing and m-commerce Introduction Mobile commerce (m-commerce) is a type of e-commerce conducted through mobile devices. This includes mobile phones, smartphones, smartwatches, tablets and netbooks. Mobile marketing can be used to extend your online reach so that customers can interact with your brand whilst on the move. M-commerce brings new opportunities for selling online.… Read More »Mobile marketing and m-commerce

Mobile advertising Mobile advertising is becoming increasingly popular among businesses as it can reach a large audience in a concise, economic format and achieve a higher conversion rate than display advertising. Read more about m-commerce and mobile marketing benefits. Mobile advertising formats There are a number of different ways you can advertise on mobile devices,… Read More »Mobile advertising

M-commerce and mobile marketing benefits The use of mobile marketing and m-commerce is becoming increasingly common due to reliance on mobile devices, like smartphones. People use these devises to browse the internet and shop whilst ‘out and about’. There are a number of benefits to selling and marketing on the mobile web. These include: reaching… Read More »M-commerce and mobile marketing benefits

Creating mobile content for your business Any mobile marketing or mobile commerce (m-commerce) project that you consider should initially be designed with your target audience in mind. Understand mobile customers’ needs There are a number of different types of mobile device that people use, and these may vary depending on your customers. Typical mobiles devices… Read More »Creating mobile content for your business

SWOT and PEST analysis An honest and rigorous SWOT analysis – looking at your strengths, weaknesses, opportunities and threats – is a good starting point for your marketing strategy document. Strengths could include: good customer service special product features or benefits specialist knowledge or skills Weaknesses could include: poor cashflow or a lack of capital… Read More »SWOT and PEST analysis

Create your marketing strategy Developing a marketing strategy is vital for any business. Without one, your business won’t be able to reach the ideal customers for its goods or services. The focus of your strategy should be to communicate the benefits of your products and services and how they can meet your customers’ needs. This… Read More »Create your marketing strategy

Product strategy – positioning and differentiation In order for your product or service to be successful against the competition in the marketplace and attract customers, it is important to make sure your product or service stands out. You should consider what makes your product or service different from others that exist and how this can… Read More »Product strategy – positioning and differentiation

Developing your promotional strategy When you have determined your target audience you should decide what message you are trying to get across to them in your marketing. If you have more than one target market, this message could be different depending on the potential customer. It may also be necessary to focus your marketing in… Read More »Developing your promotional strategy

Define your target market When creating your marketing strategy, you need to understand your target market – ie the specific group of consumers you will be aiming your products or services at. These are the customers who are most likely to buy from you, and who will make your business successful. When trying to define… Read More »Define your target market

Measure performance and improve your email marketing campaigns You should monitor the effectiveness of your email marketing to make sure you’re getting value from the time and effort you’re spending on it. This will help you to improve future email marketing campaigns. What email data should I monitor? Most email marketing providers offer data tracking… Read More »Measure performance and improve your email marketing campaigns

Email marketing Introduction Email marketing can be a very cost effective and powerful way to reach your customers and encourage them to buy your products or services. Through email marketing you are able to send relevant messages to your customers by segmenting your marketing list and tailoring your messages based on customer preferences. Email marketing… Read More »Email marketing

email marketing essentials to make your campaign a success Promoting your products or services by email can be a powerful and flexible form of direct marketing. You can tailor your message to specific types of customer. You can also build customer relationships and acquire new customers through relevant, well targeted emails that interest recipients. 1.… Read More »email marketing essentials to make your campaign a success

Creating engaging content for your email marketing Once a customer has opened your email whether they are compelled to click on your links will be determined by the quality of your message, content in your email and relevancy to them. Put yourself in the shoes of your customer – understanding your audience will help you… Read More »Creating engaging content for your email marketing

Business plan: dos and don’ts   A business plan focuses on your business strategy and what you need to do to achieve your goals. It can help to gain investment. A business plan can also monitor progress and success within your business. When creating your business plan, consider the following list of dos and don’ts.… Read More »Business plan: dos and don’ts

Business plan: your operations   Your business plan also needs to outline your operational capabilities and any planned improvements. There are certain areas you should focus on. Location Do you have any business property? What are your long-term commitments to the property? Do you own or rent it? What are the advantages and disadvantages of… Read More »Business plan: your operations

Business plan template   A business plan is a written document that outlines your business objectives and how you plan to achieve them. It has many functions, from securing external funding to measuring success within your business. Our business plan template is an interactive form designed to simplify the process of creating your business plan.… Read More »Business plan template

Business plan: marketing and sales   This section should describe the specific activities you intend to use to promote and sell your products and services. It’s often the weak link in business plans so it’s worth spending time on it to make sure it’s both realistic and achievable. A strong sales and marketing section means… Read More »Business plan: marketing and sales

Business plan executive summary – the dos and don’ts   The executive summary outlines the key points of your business plan and is usually the first section that people will read. The executive summary sets the tone for the rest of your business plan. Here you should succinctly capture the main points of your document.… Read More »Business plan executive summary – the dos and don’ts

Business plan: your team’s skills   Your business plan needs to set out your own background and skills and the structure and key skills of both your management team and your staff. It should identify the strengths in your team and your plans to deal with any obvious weaknesses. The management team If you’re looking… Read More »Business plan: your team’s skills

Your business, its products and services   You must be able to clearly describe what your business does, whether you are writing the business plan for your own purposes or if you want other people to provide funds through investments or loans. This part of the plan sets out your vision for your new business… Read More »Your business, its products and services

Your business markets and competitors   In this section you should define your market, your position in it and outline who your competitors are. In order to do this you should refer to any market research you have carried out. You need to demonstrate that you’re fully aware of the marketplace you’re planning to operate… Read More »Your business markets and competitors

What a business plan should include   Your business plan should provide details of how you are going to develop your business, when you are going to do it, who’s going to play a part and how you will manage the finances. Clarity on these issues is particularly important if you’re looking for finance or… Read More »What a business plan should include

Write a business plan: step-by-step   Introduction It is essential to have a realistic, working business plan when you’re starting up a business. A business plan is a written document that describes a business, its objectives, its strategies, the market it is in and its financial forecasts. It has many functions, from securing external funding… Read More »Write a business plan: step-by-step

Tips for presenting your business plan   To make sure your business plan has maximum impact, there are a number of points to observe. Keep the plan short – it’s more likely to be read if it’s a manageable length. Think about the presentation and keep it professional – even if you only intend to… Read More »Tips for presenting your business plan

The audience for your business plan   There are many benefits to creating and managing a realistic business plan. Even if you just use it in-house, it can: help you spot potential pitfalls before they happen structure the financial side of your business efficiently focus your efforts on developing your business work as a measure… Read More »The audience for your business plan

Financial forecasts for your business plan   As part of your plan you will need to provide a set of financial projections which translate what you have said about your business into numbers. You will need to look carefully at: how much capital you need if you are seeking external funding the security you can… Read More »Financial forecasts for your business plan

Telemarketing   Telemarketing can offer a number of advantages over other forms of direct marketing. By talking directly to your potential customers, you can immediately determine their interest in what you are selling. It also allows you to ask questions to assess their needs for your product or service, and effectively explain any technical areas.… Read More »Telemarketing

Telemarketing planning   If you are planning to use telemarketing for your business, you should determine whether you are operating in business-to-business (B2B) or business-to-consumer (B2C) sales. The skills and expertise required to deal with each group are different. You can either choose to conduct your own telemarketing campaigns or use a provider that offers… Read More »Telemarketing planning

Telemarketing methods for targeting customers   Once you have decided use telemarketing and have determined your target audience, you need to decide how you will approach your strategy. Contacting customers directly can be an efficient sales device. This is especially true if you intend to tell existing customers about a new product, or one that… Read More »Telemarketing methods for targeting customers

Targeting consumer audiences using telemarketing   You can ensure that you target the correct group of customers and potential customers for your product or service by obtaining telemarketing lists. These lists need to be ‘clean’ – ie only contain details of individuals and organisations that have consented to receive sales calls. Any customers who do… Read More »Targeting consumer audiences using telemarketing

Measuring the success of your telemarketing campaign   To ensure that your telemarketing campaign is effective and efficient, it is important that you evaluate its success at regular intervals. There are a number of methods you can use to measure the results of your campaigns, such as the following: comparing it to previous campaigns from… Read More »Measuring the success of your telemarketing campaign

How to start telemarketing in your business   Telemarketing is a form of direct marketing. It involves talking to potential or existing customers on the telephone. Telemarketing can help you to promote your products or services, build your customer database, generate leads and appointments, stay in touch with existing customers or generate new ones. Read… Read More »How to start telemarketing in your business

Advantages and disadvantages of telemarketing   Telemarketing can be an effective tool for your business and it can be an easy and effective way to increase your profits and promote your product or service. However, it does have some disadvantages that you should also consider. Benefits of using telemarketing The main benefit of using telemarketing… Read More »Advantages and disadvantages of telemarketing

Helping customers find your website For your online shop to be effective, customers must be able to find it easily. There are a number of things you can do to steer customers towards your website, including: Improving your website listing in search engine results through search engine optimisation (SEO). Getting your website listed prominently in… Read More »Helping customers find your website

Plan to set up an online shop Before building your website, you must create the right processes and procedures to support it and put in place the resources to deal with orders. You need to work out how to: deliver your products or services – see fulfilling online orders collect payments maintain security and demonstrate… Read More »Plan to set up an online shop

Create an online shop Introduction Selling products and services online can have major advantages for businesses, leading to increased profitability and lower costs. This guide tells you about the advantages of selling online, what you need to consider when creating an online shop and the consequences of getting it wrong. If you choose to work… Read More »Create an online shop

Using a sales agent Instead of having to recruit, train and finance your own employees, you can use an outside sales agency. A good sales agent should already have the necessary contacts and skills. Use sales agents for: building sales without heavy investment reaching specialist and overseas markets A clear, written agreement is essential. As… Read More »Using a sales agent

The right pay package for your salespeople If you’re taking on salespeople for the first time it can be difficult to know what pay package you should offer. Sales roles are target-driven and so pay packages tend to be based on results. Packages usually include lots of incentives. It’s important you spend time investigating the… Read More »The right pay package for your salespeople

Start a sales forecasts Sales forecasts enable you to manage your business more effectively. Before you begin, there are a few questions that may help clarify your position: How many new customers do you gain each year? How many customers do you lose each year? What is the average level of sales you make to… Read More »Start a sales forecasts

The induction process for new salespeople New salespeople will need to familiarise themselves with your business – its products or services, its employees and its customers. You should plan an induction process that you can also use for any sales staff you recruit in the future. Your induction process should cover the following: Your industry… Read More »The induction process for new salespeople

Setting sales targets You need to set clear targets for your salespeople, linked to incentives such as commissions and bonuses – this motivates them and provides a clear indication of the kind of performance expected of them. This process is crucial to the success of your business and needs to be closely tied in with… Read More »Setting sales targets

Distance selling Distance selling means selling by: phone mail order email the internet digital television Advantages of distance selling Distance selling is an effective tactic for: approaching hard-to-reach customers repeat orders from established customers reaching new markets through the internet Costs are far lower than if you visit customers, or have retail premises. Disadvantages of… Read More »Distance selling

Developing your sales forecast Start by writing down your sales forecast assumptions. You can then create your sales forecast. This becomes easy once you have found a way to break the forecast down into individual items. Can you break down your sales by product, market, or geographic region? Are individual customers important enough to your… Read More »Developing your sales forecast

Develop an effective sales team Introduction Sales are the lifeblood of any business. Running a business involves being able to sell your products or services to your customers. Initially you may decide to take on sole responsibility for this function. However, in time you should consider employing experienced sales staff if you want to achieve… Read More »Develop an effective sales team

Create your sales plan In a business, your ultimate goal is to make money. To help you do this a sales plan is required. A sales plan describes and quantifies over a period of time how sales of your products or services will be made and to whom. A sales plan includes information about your… Read More »Create your sales plan

Create a sales plan from a sales forecast Once you have finalised your sales forecast, you can create an informed sales plan. The questions your sales plan should answer include: What are you going to focus on? What are you going to change? In practical terms, what steps are involved? What territories and targets are… Read More »Create a sales plan from a sales forecast

Advantages and disadvantages of face to face sales Selling your products direct to the customer, face to face, offers several advantages: you can explain and even demonstrate complex products it’s convenient for the customer and easy to bring in other individuals who need to be involved you can learn more about what the customer wants… Read More »Advantages and disadvantages of face to face sales

Avoid sales forecast pitfalls Consider how your business can avoid common sales forecasting pitfalls. Wishful thinking Being positive is fine, but being over optimistic with your sales forecasting will not help your business. It’s a good idea to look back at the previous year’s forecast to see if your figures were realistic. New businesses should… Read More »Avoid sales forecast pitfalls

Retail selling The selling process starts with preparation. You should aim to always be prepared and look the part. Your surroundings need to be ready and you will need to have a sales plan. Customer service is vital to retail success. Your staff should be well trained in customer service and sales techniques. Retail can… Read More »Retail selling

Preparing to sell Introduction To be a success in business you need to sell a product or service and make profit. But before you sell anything, you must thoroughly understand your own business, rival businesses and the market place to give yourself a competitive edge. In this guide you will find information on the essential… Read More »Preparing to sell

Plan and forecast sales Introduction A sales forecast is an essential tool for managing a business of any size. It is a month-by-month prediction of the level of sales you expect to achieve. Most businesses draw up a sales forecast once a year. Armed with this information you can rapidly identify problems and opportunities –… Read More »Plan and forecast sales

Setting sales activity targets As well as setting your salespeople targets for the number of sales you want them to make, you should set them activity targets. These are all the individual aspects of their day-to-day duties that your sales team will carry out as part of their jobs. These activities should ultimately lead to… Read More »Setting sales activity targets

Set up sales a contract A sales contract is an agreement that defines the rights and obligations of both the seller and buyer, and is an essential element in any business selling products and services. Your business should take legal advice on creating a sales contract and tailor it to suit the specific needs of… Read More »Set up sales a contract

Selling through retailers, wholesalers and other distributors Selling through an intermediary may be a more cost-effective way of reaching your end-customers than selling to them directly. If you are targeting business customers who prefer to deal with large suppliers, selling directly to them may not be a realistic option. Instead, you might aim to supply… Read More »Selling through retailers, wholesalers and other distributors

Sell through licensing your product If you have a brilliant business idea that you would like to launch quickly and profitably, you may want to consider licensing your idea to an established company. Before you find any licensing partners you should make sure your idea is proprietary. This means it is made, offered, or sold… Read More »Sell through licensing your product

Sales promotion examples You will need to use some form of promotion to encourage sales of your product or service. Sales promotions are often original and creative and there are many popular options, for example: Buy-One-Get-One-Free incentives such as bonus points, vouchers, money-off coupons, competitions and prize draws time-sensitive incentives can be used to encourage… Read More »Sales promotion examples

Sales forecast assumptions Every year is different, so you need to consider any changing circumstances that could significantly affect your sales. These factors – known as the sales forecast assumptions – form the basis of your forecast. Wherever possible, put a figure against the change – as shown in the examples below. You can then… Read More »Sales forecast assumptions

Sales channels to reach your customers Reaching customers overseas Selling abroad presents a whole new series of opportunities but also challenges. For example: Do you have the financial and other resources to exploit the market? Have you done the necessary market research? Do you understand local regulations? How will you handle delivery and payment? How… Read More »Sales channels to reach your customers

Sales channels to reach your customers Introduction Choosing the right channels to sell to your customers is a crucial decision. You need to know how and where customers want to buy your products or services, and the best way of getting customers to hear about them. For some businesses, reaching customers is relatively straightforward. High-street… Read More »Sales channels to reach your customers

Sales agents and distributors You can use a sales agent to act on your behalf. Although an agent may arrange a sale, the sale contract will be between you and the customer. An agent may be either an employee or self-employed. For further information see using a sales agent. A distributor is a customer of… Read More »Sales agents and distributors

What is your unique selling point? Every business needs a reason for their customers to buy from them and not their competitors. This is called a Unique Selling Point (USP). You can identify your USP by completing the phrase ‘Customers will buy from me because my business is the only…’ Your USP can change as… Read More »What is your unique selling point?

Select a commercial agent There are a number of routes to finding the right commercial agent for your business. Your local Chamber of Commerce library is likely to keep a database of agents. Your local Enterprise Agency may also be able to recommend suitable agents for your business. It is important that you narrow your… Read More »Select a commercial agent

Sales meeting checklist Use the following checklist to help you follow the sales process. Before the sale Continually source new sales leads – work on the basis of an expected conversion rate of 5 per cent into actual sales. Use the internet, networking and trade magazines to help with this. Approach the sales meeting in… Read More »Sales meeting checklist

Sales follow-up and relationship building Once the order has been signed, maintain your professional approach by: Confirming what has been agreed, including delivery dates and times as well as payment procedures, where appropriate. For more information, see getting paid on time. Writing down a schedule of the next steps. Confirming all the details, including full… Read More »Sales follow-up and relationship building

Sales follow-up and relationship building Once the order has been signed, maintain your professional approach by: Confirming what has been agreed, including delivery dates and times as well as payment procedures, where appropriate. For more information, see getting paid on time. Writing down a schedule of the next steps. Confirming all the details, including full… Read More »Sales follow-up and relationship building

Negotiate and close the sale During the sales meeting, you should try to: Find out if the customer has a particular budget for this purchase. Identify buying signals – the prospects may repeatedly nod their heads in agreement or have a positive tone to their questions. Sell in a ‘consultative’ way instead of using pressure… Read More »Negotiate and close the sale

Market and sell effectively to similar customers There are probably many consumers or businesses that don’t buy from you that are similar to those that do. You can grow your market share by bringing in these potential customers in a similar way to your existing customers. This can be an effective route to increasing your… Read More »Market and sell effectively to similar customers

Make the right sales contacts The right person to sell to usually depends on the size of the target business. Purchasing decisions in smaller businesses are often made by the owner or a managing director, but in larger companies, you may need to target several people. It is worth carrying out some research to ensure… Read More »Make the right sales contacts

Increase your market share Introduction Every business needs to think about getting the most out of its marketplace. If you’re not increasing turnover every year, your business is shrinking in real terms. Many businesses simply try to pick up extra sales wherever they can. While this opportunistic approach can be effective in the early days,… Read More »Increase your market share

Increase your market share through new sales channels You may be able to increase your sales and market share significantly by using different and/or additional sales methods. You can also use other business’ customer bases in some circumstances, eg wholesalers and distributors. Choose the right sales channels Your choice of additional channels to market will… Read More »Increase your market share through new sales channels

How to get sales appointments The main purpose of many sales calls is to get an appointment with a potential customer. Making a sales call can be a challenge, and you’ll develop this skill through preparation and practice. Group your list of prospects into similar business sectors. This may help you to spot any similarities… Read More »How to get sales appointments

Generating sales leads One of the hallmarks of a successful business is being continually on the lookout for new business. Generating leads in a proactive way will increase selling opportunities and help to keep your order book full. Mapping your territory Before you start sourcing leads, decide where you are going to base your search,… Read More »Generating sales leads

Sell more to existing customers It’s often easier and more effective to sell more to existing customers than it is to acquire new ones. Once you understand why your existing customers buy from you, you can examine ways of getting them to buy more or more frequently. Golden rule The Pareto principle – often referred… Read More »Sell more to existing customers

Sell into new markets One of the most radical ways to grow your market share is to move into new markets. The rewards can be significant, but the risks are higher when you contrast this with getting the most out of your existing business and customer base. Set clear goals for expansion Before you start,… Read More »Sell into new markets

The sales process Introduction The sales process follows a set of steps which, when completed successfully, give you the best possible opportunity of making a sale. The process will also assist you in building vital long-term customer relationships that help you to achieve regular orders. In turn, this will help to establish your business and… Read More »The sales process

Winning new business top tips Winning new business is crucial part of business growth aspirations. Our top tips will help you make the most of new business opportunities and create sustainable growth for the future. 1. Prepare to grasp market opportunities The economy and individual market sectors are forever changing, and your business should always… Read More »Winning new business top tips

The sales meeting The sales meeting is an opportunity to sell your product or service and establish a relationship with your potential client. Know your customers Thorough preparation is critical to achieving a good sales conversion rate. If you struggle to answer objections or queries or appear to be underprepared, you will almost certainly lose… Read More »The sales meeting

Sell through a commercial agent Introduction Commercial agents are intermediaries that sell your goods or services on your behalf in return for commission. Businesses usually appoint agents because they need their specialist help in reaching markets in a particular sector or geographical location. Agents can be particularly useful for new businesses that have yet to… Read More »Sell through a commercial agent

Online selling To sell online successfully, the principles of traditional selling still apply. You must have a product or service that potential customers want, at a price they can afford from which you can make a profit. The final step is to make sure your potential customers know about your product or service. Online shop… Read More »Online selling

Making your sales channels work together Using different sales channels – selling directly, using agents and so on – can make your business more successful. But it can also bring a number of complications. Most channels – other than face to face sales – distance you from the customer. This means communication becomes a priority.… Read More »Making your sales channels work together

Establishing your sales objectives To successfully bring a new product or service to market you must follow some essential steps. Study the market You should study your competitors’ marketing materials (adverts, websites etc) and identify where your product or service is similar and where it is not. You will then be able to assess if… Read More »Establishing your sales objectives

Your marketing objectives Your marketing objectives should be based on understanding your strengths and weaknesses, and the business environment you operate in. They should also be linked to your overall business strategy. For example, suppose your business objectives include increasing sales by 10 per cent over the next year. Your marketing objectives might include targeting… Read More »Your marketing objectives

Write a marketing plan Introduction Marketing is a key part of business success – and you should use a marketing plan as a basis for executing your marketing strategy. A marketing plan sets out clear objectives and lists the actions you will take to achieve them. Perhaps most importantly, it looks at how you can… Read More »Write a marketing plan

Implement your marketing plan Your marketing plan must do more than just say what you want to happen. It must describe each step required to make sure that it happens. Schedule The plan should include a schedule of key tasks. This sets out what will be done, and by when. Refer to the schedule as… Read More »Implement your marketing plan

How to write a successful marketing plan It is important for a marketing plan to: set clear, realistic and measurable targets – for example, increasing sales by 10 per cent include deadlines for meeting targets provide a budget for each marketing activity specify who is responsible for each activity Make sure you think through each… Read More »How to write a successful marketing plan

External and internal analysis for your marketing plan Understanding the environment your business operates in is a key part of planning, and will allow you to discern the threats and opportunities associated with your area of business. An external analysis looks at the wider business environment that affects your business. An internal analysis looks at… Read More »External and internal analysis for your marketing plan

Work with an direct advertising agency   Introduction direct Advertising can increase sales and raise brand awareness for your business as part of your marketing strategy. You can organise your own advertising directly with advertising providers, eg print publications, search engines, social media channels and radio stations. However, you may find it helpful to use… Read More »Work with an direct advertising agency

Using your customer database for marketing   Selling to existing customers is far easier and cheaper than finding new ones. That’s why your customer database is one of your most valuable assets. What information does your database currently hold? A list of customer contacts is a start – but more specific information about their needs… Read More »Using your customer database for marketing

Direct Telemarketing   Introduction Telemarketing can offer a number of advantages over other forms of direct marketing. By talking directly to your potential customers, you can immediately determine their interest in what you are selling. It also allows you to ask questions to assess their needs for your product or service, and effectively explain any… Read More »Direct Telemarketing

Types of direct marketing   There are a range of types of direct marketing tactics that businesses can use to reach their target audience. Each direct marketing tactic requires particular skills – you should consider whether you have these in-house. It might make sense for you to outsource certain activities. Types of direct marketing include:… Read More »Types of direct marketing

Leaflet drops and handouts   Leafleting is probably the simplest and cheapest form of direct marketing. It may be worth considering unaddressed leaflet drops and street handouts if you want to promote your business in your local area, particularly to consumers. For example, if you: offer services locally – such as food delivery, taxi services,… Read More »Leaflet drops and handouts

Email marketing   Introduction Email marketing can be a very cost effective and powerful way to reach your customers and encourage them to buy your products or services. Through email marketing you are able to send relevant messages to your customers by segmenting your marketing list and tailoring your messages based on customer preferences. Email… Read More »Email marketing

Direct marketing: the basics   Introduction Direct marketing is any unsolicited contact your business makes with existing or potential customers in order to generate sales or raise awareness. For many businesses, it’s by far the most cost-effective form of marketing. From direct mail and leaflet drops to telemarketing and email marketing, it allows you to… Read More »Direct marketing: the basics

direct marketing strategies 2. Direct marketing • Direct marketing is one of the best ways to approach customesr or clients and improve your business making new contacts or selling your products. • Also this strategy is very common when looking for maximize brand awareness   3. Direct marketing Direct marketng Loyalty cards Guerrilla marketing ClothingMailing… Read More »direct marketing strategies

Direct marketing: the basics   Introduction Direct marketing is any unsolicited contact your business makes with existing or potential customers in order to generate sales or raise awareness. For many businesses, it’s by far the most cost-effective form of marketing. From direct mail and leaflet drops to telemarketing and email marketing, it allows you to… Read More »Direct marketing: the basics

Direct marketing: legal issues and best practice   If you are gathering, storing, using or otherwise processing information about customers, potential customers or suppliers, you must comply with the Data Protection Act 2018 and in particular, with the six data protection principles. These require that: the processing of personal data must be lawful and fair… Read More »Direct marketing: legal issues and best practice

Direct mail   Direct mail allows you to get information about your products and services directly into the hands of people who may be interested in it. Though it’s often dismissed as junk mail, it can be highly effective in both business and consumer markets if it’s properly planned and researched. As well as a… Read More »Direct mail

communicating directly with the targeted customers   Direct marketing is defined as communicating directly with the targeted customers on an individual basis so that immediate response can be obtained. Interaction must take place in Direct Marketing and therefore it is called two-way of communication. Types of Direct Marketing Direct marketing is spreading rapidly and it… Read More »communicating directly with the targeted customers

Set up a small business website Introduction Very few businesses nowadays don’t have a website. Even if it is just a small collection of pages on the internet, a website can offer you great opportunities – from cost-effective advertising and sales to improved customer service and greater credibility. However, simply having a website doesn’t mean… Read More »Set up a small business website

Building digital relationships with your customers A website provides an ongoing point of contact with customers and can be a useful way of collecting information for digital marketing purposes and for building successful relationships with them. Provide engaging content Make the information that you provide about you and your business as engaging as possible. Think… Read More »Building digital relationships with your customers

Digital marketing plan – tactics The tactics section of your digital marketing plan will describe how you will implement your strategy, and defines the channels and tools that you will use. It should define what you hope to achieve by using each tactic, how this relates to your main objectives, and how you will measure… Read More »Digital marketing plan – tactics

Choose and register a domain name A domain name identifies a website’s location on the internet. You should choose your domain name carefully, as it will effectively support your brand and business online. Different types of domain names for business There are many different types of domain names. They generally fall under one of two… Read More »Choose and register a domain name

Content marketing strategy and planning To get the most from content marketing, it’s important to plan ahead and take a strategic approach. You have more chance of success with a detailed strategy and clear plan. Set objectives It’s important to define your goals and what want to achieve from content marketing. You may want to… Read More »Content marketing strategy and planning

Content marketing Introduction Content marketing involves creating relevant, useful, engaging content to draw your audience in. Unlike traditional advertising, the content you create won’t be directly persuading your audience to buy your products or services. It’s about building a relationship with your potential customers. Effective content marketing can help you build your marketing lists and… Read More »Content marketing

Develop a project plan for your website Planning is an essential part of creating websites. It is often as important as the website development itself. A good website project plan can help you: reduce risks and possible problems during development manage your time and resources better keep the focus on your project goals and objectives… Read More »Develop a project plan for your website

Developing your digital marketing plan It is important to recognise that planning for digital marketing does not mean starting from scratch. Any online communication must be consistent and work with the overall marketing goals and current marketing efforts of your business. The stages of digital marketing planning The main components of a digital marketing plan… Read More »Developing your digital marketing plan

Digital marketing plan – budget The final section of your digital marketing plan will outline your budget for achieving your objectives. This is best presented as a single spreadsheet, providing specific detail on: what you plan to spend overall how this will be broken down across tactics over a fixed period any financial key performance… Read More »Digital marketing plan – budget

Digital marketing plan – executive summary The executive summary of your digital marketing plan should provide a short synopsis of your entire digital marketing strategy. It should include highlights from each section of the rest of the document. The role of the executive summary is to provide enough detail to interest busy senior executives and… Read More »Digital marketing plan – executive summary

Digital marketing plan – objectives and strategy The objectives you decide on for your digital marketing need to be SMART (Specific, Measurable, Attainable, Relevant and Timely). An example of a SMART digital marketing objective could be to generate 30 new sales leads per month. See your marketing objectives. When defining your digital marketing objectives, you… Read More »Digital marketing plan – objectives and strategy

Set up a small business website Plan your website content and structure There are many ways to plan content and the information architecture for a website. Depending on the size of your site, you may use one or more tools and techniques, such as: sitemaps content inventories content mapping card sorting paper sketches What are… Read More »Set up a small business website

Submitting new websites to search engines When setting up a new website, you will need to let search engines know about it. This allows them to start including it in their search results. Registering new sites You will only need to inform search engines of new sites with newly registered internet domain names. You can… Read More »Submitting new websites to search engines

Top tips to improve your SEO Search engine visibility is the key to online success. Search engine optimisation (SEO) is the practice of enhancing aspects of a website to improve its ranking in search engines. The higher you rank in a search engine’s index, the more visible you will be. If your business has a… Read More »Top tips to improve your SEO

What is a search engine and how do they work? Search engines allow users to search the internet for content using keywords. Although the market is dominated by a few, there are many search engines that people can use. When a user enters a query into a search engine, a search engine results page (SERP)… Read More »What is a search engine and how do they work?

Working with a search engine optimisation agency You can use a search engine optimisation (SEO) agency to handle all your site’s SEO needs. An agency can help you with: content for your website site architecture advice keyword strategy integrating your search marketing activities You will need to work in partnership with whichever agency you employ.… Read More »Working with a search engine optimisation agency

Search engine optimisation dos and don’ts Optimising sites for search isn’t hard, but doing it well can be a challenge, especially if you’re making changes to an existing website, rather than creating a new one. Make sure the search engine optimisation (SEO) tactic you use follow search engine guidelines SEO dos White hat SEO tactics… Read More »Search engine optimisation dos and don’ts

Search engine optimisation friendly web design Some of the best search engine optimisation (SEO) results can be achieved by optimising site design and content to according to the factors used by search engines to index web pages. Good site design makes it easier for search engines to index your site, and increases your chances of… Read More »Search engine optimisation friendly web design

Search engine optimisation: keyword strategy Keywords are essential to ensuring that your site will be visible on search engines. Think about the terms that customers will use to search for your website. Consider which keywords and key phrases best describe your products or services. Keyword strategy should be central to your search marketing, as it… Read More »Search engine optimisation: keyword strategy

Search engine optimisation: links strategy One of the most important factors for determining a website’s ranking in search engine results is the number of high quality relevant links from other websites to that site. These are known as backlinks. Google in particular uses backlinks to determine rankings in its PageRank system. Yahoo! and Bing also… Read More »Search engine optimisation: links strategy

Search engine optimisation (SEO) Introduction Increasingly customers are searching online to find products and services they require. It is more common for users to access websites via search engines rather than the web address. There are certain things you can do to help your website appear naturally on search engine result pages without paying for… Read More »Search engine optimisation (SEO)

Measure your customer service performance Where possible, put systems in place to assess your performance in business areas which significantly affect your customers’ satisfaction levels. Identify Key Performance Indicators (KPIs) which reflect how well you’re responding to your customers’ expectations. Key metrics for measuring customer service To monitor satisfaction levels, you could track: sales renewal… Read More »Measure your customer service performance

Manage your customer service Introduction Customer service is a crucial element of business success. Every time you have contact with your customers you have an opportunity to improve your reputation with them and increase the likelihood of further sales. From your telephone manner to the efficiency of your order-fulfilment systems, almost every aspect of your… Read More »Manage your customer service

How to gather customer feedback Customer feedback and contact programmes are two ways of increasing communication with your customers. They can represent great opportunities to listen to your customers and to let them know more about what you can offer. Customer feedback programmes Customer feedback can provide you with detailed information about how your business… Read More »How to gather customer feedback

Using your customer data to increase sales Your customer database provides information that you can use to increase sales. For example, you could: offer rewards to current customers if they introduce new customers to your business ask customers for testimonials about your business, for use in sales and publicity material ask business customers about their… Read More »Using your customer data to increase sales

Understand your customer base and your market Encouraging existing customers to buy from you more often is a quicker, easier and cheaper way to increase sales than attracting new customers. A good customer retention strategy is based on how well you understand your customers, your competitors, and the market you are selling in. Understand your… Read More »Understand your customer base and your market

Retain your most valuable customers Looking after your customers helps build customer loyalty – if they enjoy buying from you, they are less likely to switch to a competitor. To enhance the buying process, you could: tailor your products and services to meet specific requirements – if a customer prefers delivery before noon, organise your… Read More »Retain your most valuable customers

Retain and grow your customer base Introduction Getting customers is one of the most difficult aspects of running a business, so it is important to retain the ones you have, sell more to them and continually look for new ones. This guide explains how to get to know your customers and understand your market so… Read More »Retain and grow your customer base

Identify your most valuable customers Analysing your customers allows you to identify those who best fit your business priorities. For example, if you are launching a new product your aim might be to build sales as quickly as possible. But if you have cashflow problems you might value customers who pay quickly. Most businesses want… Read More »Identify your most valuable customers

Get to know your customers The more you know about your customers and their needs, the easier it is to sell to them and target them with appropriate offers. You can use the information you know about them to improve your business’ efficiency and customer service by providing personalised treatment. The right information will let… Read More »Get to know your customers

Diversify your customer base to increase sales Understanding who your most valuable customers are helps focus your efforts to increase sales, but diversification is also important. Even if you have many customers, it’s risky if they are too similar and could be affected by a similar change in business or the market. For example, if… Read More »Diversify your customer base to increase sales

Trade shows and exhibitions Introduction Trade shows and exhibitions are specialist market places that allow exhibitors to promote their products and services, reach new customers and generate new sales. They also give visitors the opportunity to find out about the products and services on display. Trade shows and exhibitions can also provide business people with… Read More »Trade shows and exhibitions

Six tips for exhibiting at trade shows Exhibiting at a trade show can help you generate new leads and build business relationships. There can be substantial costs involved, so it is important to get things right. Follow these tips to make the most of exhibiting at trade shows. 1. Do your research – it’s important… Read More »Six tips for exhibiting at trade shows

Ways to find out about your customers Once you have identified what you need to know about your customers you can start gathering the information together. There is a huge amount of market information available that you can tap into. Much of that information is available free of charge and is readily available. For example,… Read More »Ways to find out about your customers

Understand your customers’ needs What do you know about your customers? The more you know about your customers, the more effective your sales and marketing efforts will be. Find out: who they are – including individuals in other businesses who are responsible for the decision to buy from you what they buy why they buy… Read More »Understand your customers’ needs

Understand your customers’ needs What is your unique selling point? Every business needs a reason for their customers to buy from them and not their competitors. This is called a Unique Selling Point (USP). You can identify your USP by completing the phrase ‘Customers will buy from me because my business is the only…’ Your… Read More »Understand your customers’ needs

Understand your customers’ needs However good your product or service is, the simple truth is that no-one will buy it if they don’t want it or believe they don’t need it. You won’t persuade anyone that they want or need to buy what you’re offering unless you clearly understand what it is your customers really… Read More »Understand your customers’ needs

Ten things you need to know about your customers Consider the following questions to build your understanding of your customers’ needs: 1. Who they are If you sell directly to individuals, find out your customers’ gender, age and occupation. If you sell to other businesses, find out what industry they are in, their size and… Read More »Ten things you need to know about your customers

Segment your customers By looking at factors such as geographical location, size and type of organisation, type and lifestyle of consumers, attitudes and behaviour, you can segment your customers into groups. This can help you with: customising and improving your products and services to meet each segment’s needs identifying your most and least profitable customers… Read More »Segment your customers

Learn about customers’ needs from competitors Chances are your potential customer is already buying something similar to your product or service from someone else. Before you can sell to a potential customer, you need to know: who the customer’s current supplier is if the customer is happy with their current supplier if buying from you… Read More »Learn about customers’ needs from competitors

Choosing a supplier for your customer database system The main decision when choosing a supplier depends on the type of solution you need. You have a number of options: general database software off-the-shelf customer databases consultants application service providers It’s a good idea to try to quantify the benefits you expect to receive by improving… Read More »Choosing a supplier for your customer database system

Building your customer database You can use information already held about your customers to build a database. This information could come from manual or computerised systems. It is a good idea to check the accuracy of this data, before compiling your database. Think about how to find out who your best and worst customers are… Read More »Building your customer database

Manage your customer database Introduction Small and medium-sized businesses are increasingly using databases to manage their customer relationships, improve sales and customer satisfaction and identify key trends. Customer relationship management (CRM) is a central part of many small business’ overall sales and marketing strategies. This guide will help you understand the concept of CRM and… Read More »Manage your customer database

Set up a customer relationship management system There are a number of practical issues to consider when introducing a marketing database as part of your customer relationship management (CRM) system. You will need to: estimate the likely scale of the system balance your requirements against your budget consider integration with other business systems Depending on… Read More »Set up a customer relationship management system

Keeping your customer database accurate Data hygiene – the principles and practices that serve to maintain accuracy in computer data – is crucial for an effective customer relationship management system. It is a good idea to ‘clean’ your database regularly. Your database can become inaccurate when your contacts: move between job roles and organisations change… Read More »Keeping your customer database accurate

Improve customer relationships with your marketing database The better your business can manage its relationships with customers, the more successful it will become. What a database can do for your business An effective marketing database will enable you to communicate better with your customers. For example, it will let you: analyse sales data and individuals’… Read More »Improve customer relationships with your marketing database

How to deal with customer complaints Every business has to deal with situations in which things go wrong from a customer’s point of view. However you respond if this happens, don’t be dismissive of your customer’s problem – even if you’re convinced you’re not at fault. Although it might seem contradictory, a customer with a… Read More »How to deal with customer complaints

Customer loyalty schemes While good overall service is the best way of generating customer loyalty, sometimes relationships can be strengthened using customer loyalty schemes. This can work for new and old customers. Loyalty programmes may use fixed or percentage discounts, extra goods or prizes to reward customers for behaviour that benefits your business. They can… Read More »Customer loyalty schemes

What is customer service? Customer service involves taking action to maximise your customers’ satisfaction with your business. It should be a prime consideration for every business – your sales and profitability depends on keeping your customers happy. Customer service is more directly important in some roles than others. For receptionists, sales staff and other employees… Read More »What is customer service?

Use customer service to increase sales Your existing customers are among the most important assets of your business – they have already chosen you instead of your competitors. Keeping their custom costs far less than attracting new business, so it’s worth taking steps to make sure that they’re satisfied with the service they receive. There… Read More »Use customer service to increase sales

Understand your customers better In business-to-business trading, providing a high level of customer service means finding out what your customers want. Once you have found your most valuable customers, you can target your highest levels of customer service towards them. Another approach is treating all consumers to the highest standard. This works well in the… Read More »Understand your customers better

Creative industries   Introduction home to a wide range of creative arts and industries. From first-rate film and television productions, such as Game of Thrones and The Fall, to the thriving games industry – the creative sectors play a big role in the economic development and growth of the region. Locally, over 36,000 people work… Read More »Creative industries

Design management process   The key to managing the design process is to break it down into manageable chunks. You will also need to co-ordinate those involved – designers, managers and employees – to ensure that your use of design delivers the outcomes you require at the cost you have budgeted. Key tips for managing… Read More »Design management process

How businesses use design   You can use design in your business in many ways. Design covers much more than just the visible appearance of products, or the graphic elements of things such as your website, packaging and marketing materials. It plays a part in nearly every aspect of what most businesses do. The role… Read More »How businesses use design

How can I use design in my business?   Introduction Design can open up valuable opportunities for your business. It can help you to create better products and services, understand your customers and their needs, and boost your marketing and the image of your business. It can also help you make your business processes more… Read More »How can I use design in my business?

How you can use graphic design and packaging design   Graphic design is the process of using words, images, colours and messages to communicate ideas and important business information. Using graphic design You can use graphic design for anything from annual reports to large-scale advertising or banners. It can help you to communicate and connect… Read More »How you can use graphic design and packaging design

How you can use product design   Good design can increase your product’s reach in the marketplace and make it more attractive to customers. These are important factors in selling the product, improving it and getting a return on your investment. Careful product design can also help you to reduce your production costs, optimise the… Read More »How you can use product design

How you can use retail design   Retail design involves creating a space for selling your goods. This could be in a high street shop, shopping centre or department store concession, but increasingly is means selling online too. Retail design principles Retail businesses have one primary goal – to get the customer over the doorstep… Read More »How you can use retail design

How you can use service design   Service design is a way of helping you improve your services by making them more useful, efficient and desirable for your customers. What is service design? Service design involves planning and creating the infrastructure, communication materials and levels of service delivered by staff. You can use service design… Read More »How you can use service design

How you can use workplace design   Workplace design isn’t just about choosing the paint colours for your office space. Your work environment can directly affect staff productivity and creativity. If clients regularly visit your workplace, it can also affect how they see your company. There are many things to consider when designing your workplace,… Read More »How you can use workplace design

Maximise the success of your design projects   For every design project you undertake, you should set clear targets for measuring its success. In many situations, customer response will be a crucial factor. For instance, if you design a new product, the key benchmark of its success will be its performance in the market. You… Read More »Maximise the success of your design projects

How can I use design in my business? Introduction   Design can open up valuable opportunities for your business. It can help you to create better products and services, understand your customers and their needs, and boost your marketing and the image of your business. It can also help you make your business processes more… Read More »How can I use design in my business?

The design audit   A design audit is a systematic review of all the different elements that your company uses to interact with customers and the public. How to carry out a design audit When you carry out an audit, you should think about: The materials that you use to communicate with your customers –… Read More »The design audit

branding and brand communications agency   build outstanding brands, turning their vision into reality. We unite clear strategic thinking with exceptional creativity so our clients enjoy the success of their brand and reap the financial rewards. we specialise in branding and design for luxury, property and education. Brand strategy lays the foundation for all our… Read More »branding and brand communications agency

Build your brand online   Websites are increasingly important for many businesses to reach new customers and keep existing ones, so it’s important to have a brand that works online. Online branding strategies Larger companies will have specific brand guidelines that their web designers will need to incorporate, which will dictate style, colours and fonts,… Read More »Build your brand online

Budgeting for a brand   As you’re building and managing your brand, it’s also a good idea to set a budget. This will help you to avoid spending unnecessarily and to prioritise your branding spend. Your brand should encompass most areas of your business, from stationery to how you deliver your product or service to… Read More »Budgeting for a brand

Branding: the basics   Introduction The terms ‘brand’ and ‘branding’ can be integral to a business’ success – but what exactly do they mean? Does your business have a brand, and does it need one? Branding gets right to the core of your business’ values. It is about discovering and communicating the essence of your… Read More »Branding: the basics

Branding for different sectors   Although the audiences, competitors, delivery and service aspects of branding in different market sectors may vary, the basic principle of being clear about what you stand for always applies. Start-up businesses At the start of a new business you can launch your product with a brand that challenges the conventions… Read More »Branding for different sectors

Brand management techniques   Once you have established what your brand identity will be, you have to decide how to get your message across. You can do this through advertising, events and staff training. However, the following techniques are also worth considering: Storytelling – telling your business’ story through corporate identity, packaging, stationery, marketing materials… Read More »Brand management techniques

Brand management techniques   Once you have established what your brand identity will be, you have to decide how to get your message across. You can do this through advertising, events and staff training. However, the following techniques are also worth considering: Storytelling – telling your business’ story through corporate identity, packaging, stationery, marketing materials… Read More »Brand management techniques

Choosing the right brand strategy   Your brand strategy defines what your business stands for. It captures the promise you make to your customers and the image that your business conveys. Businesses often rely on the creative elements to express their brand, for example: their logo colour scheme tagline website sales literature It’s important to… Read More »Choosing the right brand strategy

Choosing a logo and brand name   Your logo and brand name are part of your corporate identity, which includes the visual elements people associate with your business, such as your letterhead, business cards, packaging and advertising. Brand vs. logo A common belief is that a brand is simply a logo. The logo is just… Read More »Choosing a logo and brand name

Choosing a logo and brand name   Your logo and brand name are part of your corporate identity, which includes the visual elements people associate with your business, such as your letterhead, business cards, packaging and advertising. Brand vs. logo A common belief is that a brand is simply a logo. The logo is just… Read More »Choosing a logo and brand name

Why does your business need branding?   Effective branding can help your product stand out against competitors’. This is particularly important in competitive markets. There is a range of methods you can use to make your product stand out. This can be as simple as using a colour in your design or packaging are not… Read More »Why does your business need branding?

What is branding?   Branding is a way of highlighting what makes your offering different to, and more attractive than, your competitors’. A brand goes much deeper than just your company logo. Your brand is a customer’s overall experience of your business. It includes your business values, personality and customer promise. You can influence your… Read More »What is branding?

Branding – the key ingredients   There are four key elements in a successful branding project: The big idea The big idea is the starting point for any branding project. It is a summary of your business’ or product’s ‘personality’, and what makes it different. To find your big idea, you must first look very… Read More »Branding – the key ingredients

Ensuring brand consistency   Consistency is an important part of branding and brand management. It reinforces your business identity, drives positive sentiment and builds consumer trust. This doesn’t mean that all of your communications have to look the same, but you should strive for visual cohesion. As a minimum, make sure that you follow set… Read More »Ensuring brand consistency

Designing a successful brand   Benefits of design in establishing a brand Good design plays a major role in building a great brand. It is important to understand how the two can benefit your business. Advantages of designing a brand Branding offers a number of key benefits: A competitive advantage – eg it can help… Read More »Designing a successful brand

Your brand and your staff   All of your employees will play a crucial part in managing your brand because they can affect what customers and colleagues think of your business. It is important to ensure that they understand your brand and believe in what it stands for. If they do, their actions will communicate… Read More »Your brand and your staff

design tips for creating a successful brand   Creating a brand is a difficult task. Here are eight design tips which you can follow to help you create a successful and memorable brand. 1. Keep it simple – building a brand doesn’t have to be complicated. It can start with a clean, simple typeface that’s… Read More »design tips for creating a successful brand

Your brand and your staff   All of your employees will play a crucial part in managing your brand because they can affect what customers and colleagues think of your business. It is important to ensure that they understand your brand and believe in what it stands for. If they do, their actions will communicate… Read More »Your brand and your staff

Your brand and your customers   Knowing what your customers want and how you can deliver it is an integral part of the branding process. You need to know what drives your customers, and what makes them buy. In most cases, it’s not only about price or performance. Researching what customers want Ask existing customers… Read More »Your brand and your customers

Advertising on the internet can be cost-effective and gives national and international coverage that you may otherwise be unable to afford. It will also allow you to compete with larger businesses in your industry on a level playing field. Your own website Your own website can be used to advertise your business: Ensure you design… Read More »Online advertising

When you have chosen an advertising agency, it’s good business practice to negotiate and sign a detailed contract with them. Before you do this you should be clear about what you want from the deal. Many agencies have their own pro-forma agreements that you can adapt to your needs. Length of contract Ask yourself whether… Read More »Negotiate a contract with an advertising agency

Introduction You don’t always need to spend large amounts of money on marketing to gain significant benefits. Whether you are a start-up business on a tight budget or an established business trying to cut your marketing spend, there are a number of cost-effective solutions open to you. Spent wisely, even a modest marketing investment can… Read More »Marketing on a tight budget

When you have chosen an advertising agency, it’s good business practice to negotiate and sign a detailed contract with them. Before you do this you should be clear about what you want from the deal. Many agencies have their own pro-forma agreements that you can adapt to your needs. Length of contract Ask yourself whether… Read More »Negotiate a contract with an advertising agency

Senior management should be involved in choosing the advertising agency, and managing the relationship. It’s important for the development of your business’ sales and its profile that it goes well. Maintaining regular contact Some businesses find it helpful to arrange induction meetings after appointing an agency. People from the agency can visit your business in… Read More »Manage your relationship with the advertising agency

Affiliate marketing is a powerful internet marketing tool that offers partners or affiliates a commission on any customers they bring to your site. This is normally done on a cost-per-click basis, as paying pennies per click can be cheap. Other options include: pay-per-lead – which can result in higher quality leads for contacting the customer… Read More »What is affiliate marketing?

TV, radio and cinema advertising Advertising through broadcast media and cinema can help you reach a wide audience. The nature of this media can allow you to use an emotional appeal. Radio advertising If advertising on local or national radio, you’ll need to research the market, the type of audience, the extent of the coverage… Read More »Advertising: the basics

Introduction Advertising can increase sales and raise brand awareness for your business as part of your marketing strategy. You can organise your own advertising directly with advertising providers, eg print publications, search engines, social media channels and radio stations. However, you may find it helpful to use an advertising agency if you feel you lack… Read More »Work with an advertising agency

It’s important to make the most of your advertising spend. Work out a maximum budget. Identify which options give the best possible return – it could be one or two adverts in a more expensive medium, or several adverts in cheaper outlets. You can produce an estimate of how much it costs to reach each… Read More »Evaluating advertising spend

If you are dissatisfied with the way a campaign is going or its results, and have tried but failed to work with the agency to bring your relationship back on course, you may want to end the agreement. In either situation, you should first consult your contract. Check its provisions for: procedures in the event… Read More »End your relationship with an advertising agency

There are a number of digital marketing tactics that work effectively even with a limited budget. Digital marketing can be highly targeted, meaning you won’t waste budget by reaching people who aren’t interested in your offering. Email marketing Traditional marketing methods – eg direct mail – are expensive and often wasteful. Email marketing can be… Read More »Digital marketing on a budget

Search marketing agencies can help you start your pay-per- click (PPC) campaign and attract quality sales traffic to your website. They can also make sure that your search marketing is integrated – improving your visibility across both paid and organic search. Before contacting an agency, consider the skills and competencies you expect and make sure… Read More »Choosing a search marketing agency

Search marketing agencies can help you start your pay-per- click (PPC) campaign and attract quality sales traffic to your website. They can also make sure that your search marketing is integrated – improving your visibility across both paid and organic search. Before contacting an agency, consider the skills and competencies you expect and make sure… Read More »Choosing a search marketing agency

In order to get the most out of any advertising agency, it is often best to appoint them for at least a year at a time. You should also allocate a suitable budget that has been identified and costed in your marketing plan. That way, they can develop an overall strategy and take a longer-term… Read More »Choose an advertising agency

In order to get the most out of any advertising agency, it is often best to appoint them for at least a year at a time. You should also allocate a suitable budget that has been identified and costed in your marketing plan. That way, they can develop an overall strategy and take a longer-term… Read More »Choose an advertising agency

You can increase your sales by using advertising and promotion as part of your marketing strategy. An advertising agency can help you, but they will charge a fee. Given the broad range of advertising options available, it pays to get good advice from a reputable agency if you want to ensure your campaigns are effective.… Read More »Checklist: choosing an advertising agency

Introduction Advertising is an important part of your marketing strategy. The aim is to promote your business, communicate your message and reach your audience. The end goal is usually to increase awareness or sales. Until a customer deals with you directly and actually buys your products or services, your advertising may form their first impressions… Read More »Advertising: the basics

Senior management should be involved in choosing the advertising agency, and managing the relationship. It’s important for the development of your business’ sales and its profile that it goes well. Maintaining regular contact Some businesses find it helpful to arrange induction meetings after appointing an agency. People from the agency can visit your business in… Read More »Manage your relationship with the advertising agency

In order to create a good print advertisement, you should take the following steps: write a well targeted headline design your advert clearly write compelling advertising text – known as copy Writing an advertising headline A compelling headline is vital: A good headline should catch the reader’s attention and make them want to read on.… Read More »How to write an advertisement

Setting clear marketing goals will help keep your business focused on what you want to achieve from your marketing budget, and can be a ‘roadmap’ if things go off-course. Marketing aims The sorts of objectives you might want to consider setting for your business could include: increasing your customer base through direct marketing, see direct… Read More »How to stick to your marketing budget

To maximise your marketing spend, you need to focus on satisfying your current customers, encouraging past customers and attracting new customers to your business. Identify your unique selling point (USP) – what’s especially good about your product or service – and use it to make you stand out from the crowd. Get more from your… Read More »How to attract, win and keep your customers

An advertising campaign can be a successful way to increase sales, as part of your marketing strategy. However if it is not well run and designed for your needs it may be a waste of money. During a campaign you should: 1. Determine whether the agency understands your marketing objectives. 2. Ask yourself whether the… Read More »Ten ways to make your advertising campaign a success

Your advertising budget will usually be a proportion of your total marketing budget. From the point you consider using an advertising agency you should have a clear idea how much it is. The type and volume of advertising you want will determine how high your budget should be set. Remember though, to allow for your… Read More »Set an advertising budget

Your advertising budget will usually be a proportion of your total marketing budget. From the point you consider using an advertising agency you should have a clear idea how much it is. The type and volume of advertising you want will determine how high your budget should be set. Remember though, to allow for your… Read More »Set an advertising budget

You don’t need to blow your budget to keep your business in the public eye. Even a cash-strapped business can use public relations (PR) effectively and reap the benefits. When setting out to promote your business, it’s important to be clear about what you want to achieve – for example, increased sales, increased visits to… Read More »Public relations on a budget

Advertising in printed press publications can be an effective way of reaching your audience. You can target particular groups by advertising in specialist, trade and local publications. National and general interest publications can offer a wide reach. Advantages of print advertising There are a number of benefits to press advertising, including: local and specialist publications… Read More »Print advertising

Certain businesses choose to advertise when their target audience is most likely to buy their product or service. Sometimes this can be seasonal – a toy retailer, for example, will focus much of its advertising efforts around the run-up to Christmas. If you’re selling to other businesses, it’s worth identifying when your customers and potential… Read More »Planning an advertising campaign

Outdoor advertising’ includes every outdoor medium from static billboards to moving adverts, eg on buses. Static adverts rely on location for effectiveness, so make sure you go and check the proposed sites before booking the space. For moving adverts, request information about the bus routes on which your adverts will travel so you can assess… Read More »Outdoor advertising

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Measuring social media campaigns Measuring paid and organic search marketing How to write effective copy for PPC ads How pay-per-click search advertising works What is display advertising? Setting pay-per-click campaign budgets Pay-per-click search advertising: seven top tips Pay-per-click and paid search advertising Optimising PPC campaigns Measuring your online marketing Measuring your email marketing campaigns measuring… Read More »online marketing

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Helping customers find your website Plan to set up an online shop Create an online shop Telemarketing Telemarketing planning Telemarketing methods for targeting customers Targeting consumer audiences using telemarketing Measuring the success of your telemarketing campaign How to start telemarketing in your business Advantages and disadvantages of telemarketing helping customers find your website plan to… Read More »Telemarketing planning

Select a commercial agent Sales meeting checklist Sales follow-up and relationship building Sales follow-up and relationship building Negotiate and close the sale Market and sell effectively to similar customers Make the right sales contacts Increase your market share Increase your market share through new sales channels How to get sales appointments Generating sales leads Sell… Read More »sales plan

Your marketing objectives Write a marketing plan Implement your marketing plan How to write a successful marketing plan External and internal analysis for your marketing plan    your marketing objectives write a marketing plan implement your marketing plan how to write a successful marketing plan external and internal analysis for your marketing plan  

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Building digital relationships with your customers Digital marketing plan – tactics Choose and register a domain name Content marketing strategy and planning Content marketing Develop a project plan for your website Developing your digital marketing plan Digital marketing plan – budget Digital marketing plan – executive summary Digital marketing plan – objectives and strategy Set… Read More »Building Digital Relationships

Trade shows and exhibitions Six tips for exhibiting at trade shows Ways to find out about your customers Understand your customers’ needs Understand your customers’ needs Understand your customers’ needs Ten things you need to know about your customers Segment your customers Learn about customers’ needs from competitors Choosing a supplier for your customer database… Read More »Know About Your Customers

Creative industries Design management process How businesses use design How can I use design in my business? How you can use graphic design and packaging design How you can use product design How you can use retail design How you can use service design How you can use workplace design Maximise the success of your… Read More »Creative industries

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Evaluating advertising spend End your relationship with an advertising agency Digital marketing on a budget Choosing a search marketing agency Choosing a search marketing agency Choose an advertising agency Choose an advertising agency Checklist: choosing an advertising agency Advertising: the basics Manage your relationship with the advertising agency How to write an advertisement How to… Read More »Advertising Spend

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PHASE 14: SALES TECH STACK Use technology to improve the speed of business and to make it easier to do business internally and externally.   Only pay for tools that drive revenue. Integrate all of your systems for seamless process across key functional areas. Improve selling time by automating activities with improved data visibility. RAPID… Read More »PHASE 14: SALES TECH STACK

PHASE 13: REVENUE ENABLEMENT Drive revenue-per-head up and time-to-productivity down for all key areas of your go-to-market engine.   Provide the right content at the right time to the field. Improve productivity per head by providing the tools that make the Go-to-Market team more effective. Design learning programs that are sustainable and scalable to keep… Read More »PHASE 13: REVENUE ENABLEMENT

PHASE 12: SALES OPERATIONS Improve the efficiency of the sales team and provide insightful data.   Allows you to automate non-selling tasks and provide the right data at the right time to make the right decision. RAPID DIAGNOSTIC 1. Sales operations has a clear charter and is viewed as a key strategic function within the… Read More »PHASE 12: SALES OPERATIONS

PHASE 4: PROSPECTING Fill the sales funnel with enough opportunities to make the revenue goal.   Getting access to high-value buyers is the most critical activity a sales person can do. Having a repeatable process to gain access makes you less reliant to marketing and removes risk from your revenue plan. The ability to gain… Read More »PHASE 4: PROSPECTING

PHASE 11: COMPENSATION DESIGN & QUOTA SETTING Sales compensation plans that enable the company to achieve its revenue targets and maximize incentive compensation to reps that deliver results, without breaking the bank.   Best-in-class compensation plans align sales performance to corporate strategic objectives; they help attract and retain A-players and drive the desired selling behavior… Read More »PHASE 11: COMPENSATION DESIGN & QUOTA SETTING

PHASE 10: TERRITORY DESIGN Balance customer requirements, company revenue expectations and sales rep workload to grow revenues.   Everybody on the team can hit quota. Align A-Player talent to your best territories. Provide a data-driven approach to proactively attack accounts in your markets. RAPID DIAGNOSTIC 1. You have proper coverage, which allows your sales reps… Read More »PHASE 10: TERRITORY DESIGN

PHASE 9: ORGANIZATIONAL DESIGN & TALENT Determine the right roles, number of headcount, and organizational chart required to make your number.   Quantitatively determine the right amount of headcount to hit your revenue target for the year. Within that headcount, design your roles to meet your revenue and cost targets. Ensure role clarity exists to… Read More »PHASE 9: ORGANIZATIONAL DESIGN & TALENT

PHASE 8: PARTNER STRATEGY Select the right partners, gain their mindshare, and drive more revenue through your key partnerships.   A partner strategy ensures you have the right partners working for your company. This enables you to cover more of the market in a cost-effective way. Recruiting and enablement of the right partners requires improved… Read More »PHASE 8: PARTNER STRATEGY

PHASE 7: COVERAGE PLAN Cover the market potential with the most cost-effective direct and indirect sales channels.   Design a coverage plan that serves the needs of your customers while optimizing customer acquisition cost. Use the best channel to penetrate each account and maximize lifetime value. RAPID DIAGNOSTIC 1. For each go-to-market channel, you understand… Read More »PHASE 7: COVERAGE PLAN

PHASE 6: ACCOUNT MANAGEMENT Generating new opportunities within your current accounts.   Creating new opportunities within your accounts is the fast way to revenue growth. Where relationships exist, sales reps must be able to expand into new buying centers to capture more wallet share. This requires a strategic and tactical plan across each account. RAPID… Read More »PHASE 6: ACCOUNT MANAGEMENT

PHASE 5: OPPORTUNITY MANAGEMENT Deploy a consistent process to win more new logo deals, bigger new logo deals, more often.   A consistent opportunity management process allows repetition to turn into revenue. Having an opportunity management process also allows for best practices sharing and effective coaching. Sellers who consistently follow a process achieve results 20-25%… Read More »PHASE 5: OPPORTUNITY MANAGEMENT

PHASE 3: BUYERS Understand how your buyers make purchasing decisions.   Being able to align your sales motions to buyer preferences will help you win more often with higher price points. Your approach must appeal to both the logical and emotional needs of each individual buyer in your accounts. RAPID DIAGNOSTIC 1. Through direct customer… Read More »PHASE 3: BUYERS

PHASE 2: ACCOUNTS Properly align your sales resources to your highest value accounts.   Aligning the top talent in your sales organization to your top accounts is the fastest way to produce growth. Having a deep understanding of your customer’s ability to spend (and over what time frame) gives you a competitive advantage when making… Read More »PHASE 2: ACCOUNTS

PHASE 1: REVENUE PLAN Define the plan for how you are going to achieve your revenue goal.   By having a granular understanding of where your revenue will come from and if the goal is realistic, you have a better chance of achieving your revenue target. Many revenue plans are built from a top-down assessment… Read More »PHASE 1: REVENUE PLAN

PHASE 15: MARKETING TECH STACK Build a scalable technology ecosystem to support the digital and decision-making needs of the Marketing team.   Software innovation and platform proliferation has changed marketing forever. Cloud-based offerings are easy for Marketing teams to buy and use. These tools need to be integrated and the integrity of the data collected… Read More »PHASE 15: MARKETING TECH STACK