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How to create a marketing plan for your small business - build a brand, target customers and set prices that will maximise sales.

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

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

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

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

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

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

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

Is your business ready for the Great British Switch Off?

11 May 2021

A third of small firms are unaware of forthcoming changes to the UK telecoms network, according to Zen Internet.

The Great British Switch Off, also known as the copper stop-sell, is set to affect UK businesses in the next few years. As of 2025, the country's traditional telephone network - the Public Switched Telephone Network (PSTN) - will be fully switched off and withdrawn from service. Prior to that, in 2023, products which use the PSTN network, such as Integrated Services Digital Network (ISDN), will stop being sold and will no longer be used for line installations.

New research by Zen Internet has found that many of the UK's small businesses are still reliant on traditional telephony systems and are ill-prepared for the change. Its poll of 500 UK small firms has found that traditional telephony systems are the backbone of communications for many, with 62% using them for customer communications. More than half use them for engaging with partners and 61% for communicating with colleagues.

Yet one in three small firms are not aware of the copper stop-sell. What's more, many businesses are tied to communications agreements that are set to become obsolete - 13% of businesses say that the next possible point of termination with their traditional telephone third-party supplier is more than three years away. It means that some businesses could be spending money on legacy communications systems that are no longer functional. A quarter (26%) of SMEs say they spend between £5,000 and £40,000 a year on traditional telephony systems.

While the copper stop-sell will result in a short-term upheaval for small business owners, it will allow them to transition from traditional telephone networks to cloud-based technology. SMEs are currently lagging behind larger businesses when it comes to moving to a cloud-based model of communication - 60% of large firms use a cloud-based solution for integrating their communications channels, compared to 40% of SMEs. However, over half of small businesses who don't currently use a cloud-based system say they are actively considering it.

Jon Perkins, director of strategy at Zen Internet, said: "It's clear that the forthcoming changes to the UK's telephony network are set to impact businesses large and small - however what has become clear from the research is that smaller businesses could be at risk of being left behind in the switch-over if they don't start to act and plan now.

"Ultimately the planned changes open up the opportunity to migrate to cloud-based alternatives, making communication channels more reliable and suited to modern ways of working. This means businesses no longer need to be tied down to a fixed line at a fixed location."

Written by Rachel Miller.

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