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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.

New initiatives put small firms in the spotlight

17 November 2020

A new collaboration between Yell and Amazon means that millions of small businesses can now be found using Alexa; and a start-up is offering grants to help SMEs make TV ads.

Since October, over 2.5 million Yell customers in the UK have become discoverable via Alexa thanks to a collaboration between Yell and Amazon. This agreement is in addition to similar arrangements that Yell has in place with Apple and Bing. The rich content includes consumer reviews, opening hours and other business information.

According to Yell, ownership of voice-activated smart speakers in Great Britain has grown by 35% since 2019 and over two-thirds of owners interact with their voice assistants on a daily basis. Now, thanks to the collaboration, Brits can ask Alexa to find them a local plumber or a nearby hairdresser.

Claire Miles, ceo of Yell, said: "We're always looking at how we can broaden the channels from which our customers can be found. With many of us spending more time in our homes, it's key to enable end consumers to search for and find the local businesses or services they need, through their preferred choices of digital channel. This arrangement with Amazon … now makes it even easier for end consumers to ask for local business information straightaway."

Meanwhile, another new initiative has been launched to help UK small businesses advertise on TV. Barter start-up baggl has pledged £1 million worth of TV advertising grants for small businesses.

The initiative is being supported by AdSmart from Sky and it aims to give 300 small businesses match-funded TV advertising grants worth £3,500. Applicants will be required to match-fund this with an equal contribution of £3,500, totalling £7,000 for an AdSmart local TV campaign, including video production.

Each successful applicant will receive a 30-second localised TV commercial, including video production. The ads will be broadcast on a regular basis over 30 days across Sky's premium channels including Sky Sports, Sky Cinema, MTV, National Geographical and Sky Atlantic. The ads will be targeted based on customer attributes including age, gender, income, profession and residential status and within a 2.5-mile radius of their desired postcode.

According to baggl, campaigns will be turned around and ready for broadcast in one to two weeks, allowing small businesses to get on to television leading up to Christmas and into 2021. Applications close on 31 December 2020.

Baggl is a new online marketplace about to launch, where business and freelance members can trade products and services with one another using a combination of cash and barter trade credits.

Written by Rachel Miller.

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