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Set Up a Successful Small Business: Marketing

by Vera Hughes and David Weller

Marketing is about letting people know you exist and keeping your name in front of them. Do your marketing when you're busy, not when you're quiet. You're probably quiet because you didn’t do your marketing when you were busy! You may need a variety of marketing methods.

Advertisements: Advertise in the local paper or on local radio. Your local paper sometimes runs features on new businesses so that you get free editorial. They also run themes pages, such as wedding ‘fayres’, which might suit your business. Even postcards in shop windows or small ads in the parish magazine can be a good marketing method.

Letters, flyers and brochures: These are excellent for small businesses. Make sure they are well designed and project the right image. Check the spelling and the legibility, and that they say what your customers want to know.

Mailshots: Targeted mailshots to a specific group of customers, particularly if you have something new to offer, do work. Put your main point in a PS, which is what people read first.

Trade shows and exhibitions: These are good for craft-based businesses.

Networking: One of the best methods of marketing a small business. Join local business clubs and be prepared to stand up and talk about your business.

Your website: Almost every small business needs a website. If you need to, get yours professionally designed and set up. Then make sure it is properly maintained.

Never travel without your marketing material.


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