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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.

Advertising allows you to promote your business to potential and existing customers. There are many forms of advertising: direct mail, email marketing, online and print advertising, leaflets, outdoor advertising on billboards and buses or sponsorship.

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.

PR can be especially cost-effective for small businesses. However, you also need to act quickly to manage any bad press. Discover how you can get media coverage online and via the local press.

Mailings

Mailings can take the form of emails, leaflet door drops or postal mailings of brochures, letters and other printed materials. Mailings can be highly targeted (to specific targets on a database) or more generic (to all the households in your local area).
Mailings can be an effective and low-cost way to raise awareness and bring in new local customers. They can also be used to stay in touch with existing customers and promote offers or share business news. Our guides will help you plan a mailing campaign, and explain how to legally build and use a mailing database and what to look for when buying a mailing list.

Resource topics

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How to write to your customers directly and get results by using targeted and compelling mailings, mailshots, emails and e-newsletters.[
How to use a database to improve customer service and to support your marketing and sales efforts.
Direct marketing lets small businesses make the most of limited resources. But a clear message and a quality mailing list is essential.
Are you handling customer data legally and is your marketing database up to code? Find out with this checklist.
Small firms need to concentrate on niches that are either too small and specialised for the big boys or too new for a large firm to catch on to.
Marketing flyers are a great way to promote your business in your local area; here’s how to produce your own leaflets.
What is direct marketing?; how to get results from direct mail, leafleting, email marketing campaigns and text marketing.
Frequently asked questions about designing, creating and printing marketing materials.
FAQs about direct mail, including personalisation options, costs, mailing list and what sort of response rates you can expect from a campaign.
An essential guide to customer databases, direct mail and email marketing for small businesses.
Writing to customers and prospects, via email, leaflets or direct mail, can be an effective way to promote your business. Here's how to get results.

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