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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.

Essential guide to writing an advertisement

A well-written and strategically-placed advert can significantly improve your brand profile, increase awareness and generate sales leads.

While writing a great advertisement is an art, the key principles are easy to understand - helping you prepare your own advert or evaluate the work of an agency or copywriter working for you.

Advert basics

Advert headlines

Advert imagery

Advert body copy

Advert response mechanisms

Checking your advert

Advert layout and artwork

1. Advert basics

Choose the right media to reach your target market

  • You need an understanding of your target market and which media they pay attention to. Check the readership profiles of potential media outlets to ensure they match your target market.
  • Options include local, national and trade newspapers and magazines, online advertising and directories, sponsorship, radio and billboards.

Before writing anything, remind yourself of your objective

  • Who are the consumers or businesses that make up your target market?
  • What are you trying to achieve? For example, creating awareness, changing consumer perceptions or encouraging an immediate response.

Be clear about what you have to offer

  • What are the key benefits of your product or service, and how do they set you apart from competitors?
  • You need to be able to answer your target customer's primary question: "What's in it for me?"

Your advertisement needs to catch the reader's attention

  • A good headline is essential.
  • An eye-catching illustration or image can add impact.
  • Good artwork and design will help your advertisement stand out.
  • A clear call to action will encourage a response.

Follow the AIDA model - Attention, Interest, Desire, Action

  • After the headline has captured the reader's attention, most advertisements use the main body copy to build up interest, create a desire for the product and ultimately prompt the reader to take action.
  • If the advertisement is intended to provoke a response, make it easy for the reader.

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