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A marketing strategy will help you identify your best customers, understand their needs and implement the most effective marketing methods.

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.

Direct marketing can be a highly successful way to generate sales from existing and new customers. Find out how to target them in the best way.

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


Favourable media coverage can bring a range of business benefits. But how do you attract the attention of editors, broadcasters and journalists?

Ten ways to approach new customers

Need to build up your customer base? Here are ten tried and tested ways to reach a whole new audience

1. Advertise somewhere new

Research publications that would appeal to your target market. Start with your local press, and then consider regional and trade publications. Look for free sources of advertising, such as local authority magazines, directories and community websites that list small businesses.

2. Use empty display spaces

Put up eye-catching promotional messages to make the most of your shop window, exhibition space or the sides of your vehicles. If you are renting premises or leasing the vehicle, check you are allowed to put up signs.

3. Encourage word-of-mouth recommendations

Satisfied customers are the best advocates for your business, so urge them to pass on your details to people they know. Ask friends and family to do the same. Give your referees business cards to hand out and encourage them to provide testimonials for promotional literature.

4. Offer free samples

Promote your business by offering samples at local events, so people can try your products before they buy. If you offer a business service, consider offering free advice or an audit. If your samples impress, they will bring new customers through your door.

5. Get involved in your community

Hold or sponsor an event for charity, offer your service to a local good cause, volunteer as an expert at talks and events, or back a national awareness week. Send out simple press releases to local publications in response to current news and trends that are relevant to your industry.

6. Network

If you sell to other businesses, attend local networking events arranged by your local chambers of commerce or trade association to make contacts. Consider joining online business networking sites such as Tradespace or LinkedIn.

7. Build partnerships with other businesses

Ask neighbouring businesses to promote your products or services in exchange for mutual recommendations. Exchange leaflets and business cards so that you can refer new customers on. Look for related businesses to partner with: if you're a car dealer, for example, hook up with a vehicle repair shop.

8. Promote yourself with a mailshot

Create and distribute leaflets or carry out an email campaign. Make your marketing eye-catching and consider including a promotion. Make sure you also include your location and contact details. Target your marketing to your local community and beyond to increase your chances of finding new customers.

9. Call other businesses

If you sell to other businesses, dedicate a day to calling prospective customers. You could be following up on a leaflet drop, mailshot or introductory email. Gauge the level of interest before offering to follow up with a meeting if necessary.

10. Start trading online

The internet is an enormous marketplace in which to find new customers, and gives you the potential to sell to people across the world, 24 hours a day. Test out your online market first by setting up a small shop on eBay, before you invest in a website with a payment facility.

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