Skip to main content
Guiding you to a better future

Search

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.

Why self-employment is working for women

13 December 2022

A new study by IPSE has found that self-employment is increasingly attracting women that want more control over their work-life balance.

New research conducted by the Association of Independent Professionals and the Self-Employed (IPSE) has found that the total number of self-employed women now stands at 1,577,000 - 46% of the freelance workforce.

While the COVID pandemic has triggered a drop in the number of freelancers overall, the findings reveal that the number of female self-employed workers has only fallen by 3% since 2020, compared to 7% for male freelancers. In fact, since 2008, the number of solo self-employed women in the UK has increased by 59%.

Self-employment is proving to be a long-lasting career solution for many women, with 46% having worked for themselves for over six years and 44% having been in self-employment for over nine years.

The pros and cons of self-employment for women

Women report that they enter self-employment to get more control over working hours (63%), choice of where to work (56%) and a better work-life balance (55%). Interestingly, becoming a mother is more likely to trigger a move into self-employment than becoming a father; and 15% of freelancers are working mums. However, key obstacles include inadequate Maternity Allowance for working mothers, the gender pay gap and a reduced accessibility to training.

The flexibility and freedom afforded by self-employment is invaluable for many women, particularly when it comes to having a family.

Whilst the average age of women in self-employment is 47 years-old, the largest age groups for self-employed females are 50-59 years (424,000) and 40-49 years (379,000). However, the age group that has seen the largest increase amongst the female self-employed population is the 30-39 age band, which has seen an increase of 8% since 2020.

Vicks Rodwell, head of partnerships at IPSE, said: "It is really encouraging to see so many women making the decision to become self-employed. The flexibility and freedom afforded by self-employment is invaluable for many women, particularly when it comes to having a family, but it is essential that the government now works with the female freelance workforce to improve issues such as Maternity Allowance, access to low-cost childcare and the gender pay gap to foster a more positive environment for women to work in."

Case study: Laura Wallis

Laura Wallis is a self-employed mother of one whose career has focused on expert training design and delivery in the youth and mental health landscapes. She is now working as a freelance writer and speaker with expertise in women's healthcare, neurodiversity and mental health.

"Self-employment has enabled me to explore my passions in a way that traditional employment never did and I have really valued the ability to work on projects that I care deeply about. I have also found that self-employment has enabled me to pursue projects across different specialist areas more easily than I think I would have managed in traditional employment.

"My husband is a shift worker, so for us, my being self-employed makes sense. I do a lot of work around his shift patterns, meaning that we always have someone at home with our little one and we don't need to pay expensive childcare fees. I also really value that, as someone with a chronic illness, I am better able to manage my time and energy and do lots of my work at times that I know I can be more productive, or to take things a little slower if my health requires it."

Written by Rachel Miller.

Stay up-to-date with business advice and news

Sign up to this lively and colourful newsletter for new and more established small businesses.

Contact us

Make an enquiry