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Sales, Marketing and PR for small businesses

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Traditionally, tradesmen have thrived on word-of-mouth recommendations, but in today’s marketplace online referrals can have a big influence on whether a customer decides to employ your services.

By the nature of their work, trades people cannot be expected to be experts in generating business online so we asked Jonny Lawrence, a digital marketing expert at Logic4training, to give an insight into how online referral sites and social media can work for the trades. Continue…

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For a small business, email marketing offers an inexpensive but effective and efficient way to engage with your customers, and attract new ones – so long as the right planning has been put in place first.

It creates and maintains communication, helping to keep your brand front of mind and build customer loyalty. Campaigns can be designed around a specific purpose, e.g. to boost sales, or to increase website traffic, and they can be targeted – you decide who receives which email.

Most importantly, and unlike many other marketing options, its results are measurable – the best email marketing platforms will even provide you with reports outlining how successful your campaign has been, and what aspects worked best.

This makes it an excellent choice for small businesses with a limited marketing budget. As long as you take the time to really think about what you want to get out of it, it is also simple – follow these 6 steps for planning and implementing your campaign, and you won’t go wrong. Continue…

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No longer uniquely the home of shaky phone cam footage of comedy pets, YouTube has become a truly global broadcasting powerhouse. Sure, there are still grainy home videos aplenty, but these days YouTube is as much about film trailers, news channels, comedy sketches and even dedicated web series.

With one billion unique visitors every single month, it’s also an invaluable marketing tool, capable of reaching the kind of audiences that TV ads sandwiched between slabs of prime time soap can only dream of.

Of, course, if it were as simple as plastering the web with marketing videos and waiting for your inbox to fill with sales enquiries, everyone would be enjoying the fruits of their YouTube labours.

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A key part of any business development goal is creating an efficient sales strategy that gets your products or services in front of the right people and invites them to make a purchase.

Successful business leaders understand that the sales process is the lifeblood of the company. Without an efficient, productive means of making sales, even brilliant ideas will fail, so it’s vital for every business owner to find the sales process that work bests for their company.

The quicker you can do this, the better your chances of growing your business, and the more likely you are to succeed. With so much at stake, William Buist reveals the sales strategy secrets that will help you make sustainable sales.

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In the world of marketing, Word of Mouth has great, well … word of mouth.

According to WOMMA (the Word of Mouth Marketing Association), word of mouth marketing is considered to be more effective than traditional marketing by 64% of marketers.

You may be thinking they would say that, wouldn’t they, but their survey is backed up by research from Nielsen that revealed 84% of us trust recommendations from people we know; and research from Market Share that found marketing impact can be increased by up to 54% by social voice (i.e. online & offline word of mouth).

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Marketing is about getting more business – and that includes getting more value out of your existing customer base – through delivering them multiple times the value you get.

If all you did was chase new clients, then you would be regularly losing the ones you already have, which means you would need to be constantly building. This is hard work.

There is an important model that will help you understand what to do in terms of sales and marketing for your existing customers, and it is one that every business owner should know and understand. Continue…

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One of the time-tested ways of establishing yourself as a standard in your industry is to win an award. An industry-recognised award serves as an independent endorsement of your company’s quality. And more importantly it’s an evaluation that potential customers are more likely to trust, than any marketing material you can produce.

We know that social proof is one of the most influential factors in a consumer’s decision making. In a survey by Zendesk, 88% of participants were influenced by an online customer service review and consumer reviews are nearly 12 times more trusted than descriptions that come from manufacturers.

Awards are like the ultimate review or testimonial. Usually, they come through from a trusted, independent authority with the expertise to give a well-informed judgement on your business, so your customers and the wider marketplace are going to see that as proof that your business can be trusted.

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Negotiating is a fundamental part of how business gets done and takes place millions of times a day around the world. But that doesn’t stop many business owners from avoiding it.

If you can take control of yourself, your values and prejudices, your need for fairness, and your ego, you can start achieving the best possible outcomes in your negotiations. However, the first challenge to overcome is changing the way you think about negotiations and yourself. Continue…

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When you are looking for ways to promote your new start-up or small business you will, without doubt, soon hear the words, “content marketing”.

There’s a lot of buzz about content marketing at the moment, but what does it actually mean and how can small business owners use content to help grow their business?

This guide answers those questions, and also offers useful, practical advice for businesses that are interested in developing a content marketing strategy of their own. Continue…

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Facebook is the second biggest site in the world, with us Brits being some of its most prolific users. 59% of UK residents use Social Media on a daily basis; which means that Facebook presents some great marketing opportunities for businesses.

If you can get your users to share information about your products and services in their feeds, you can reach a massive audience of consumers – at a time when they are relaxed and receptive to marketing messages.

If you are a start-up or small businesses, the low-cost and high-potential make Facebook a very attractive option to promote and grow your venture, but how do you do this effectively? Continue…

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Writing a book can be an extremely useful tool to help you promote your business or new start-up. Being a book author, immediately gives you kudos and extra authority, but only if your book is produced properly.

In most areas of business, winging it is rarely (if ever) a good idea. Each aspect of your business – be it recruitment, or marketing, or cash flow – requires a strong strategy. You need to know what you want to achieve before you can plan how that goal will be attained.

Publishing a book to support the growth of your business is no different. It may seem a bit more showbizzy – and it does involve a large amount of creativity – but it must never be a vanity project; there needs to be a valid business case for it. Continue…

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Every business – even yours – has a brand.

One common misconception is that your brand is your logo. Your logo is a single visual representation of your brand, but it is not your brand. Continue…

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We live in a connected age where you can purchase pretty much anything you want at the touch of a button on your smartphone, tablet, laptop or computer.

With this in mind, you may find it surprising to learn that not all businesses are tapping into this, or even quite know how to.
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Many entrepreneurs are aware of the benefits of becoming a published author. But only a very small percentage of business owners ever get around to writing a book.

This is a big lost opportunity for those who don’t put pen to paper, according to Sue Richardson, who outlines five ways that writing and publishing a book can help your start-up to take off;
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Many small business owners now focus a lot of time and effort on their website and on how their customers are interacting with them online. We live in an increasingly digital world, so this is understandable, but the humble telephone call can still be a very valuable business tool.

Calls coming into your business convert more often and more quickly than online leads, ultimately making you more money. Not only that, but tracking your phone calls can give you useful data which you can use to improve the efficiency of your promotional efforts.
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SEO has become an integral part of online marketing. If you want your business to be seen online, the general consensus is that SEO is absolutely essential.

Committing to a high quality SEO campaign can take up a lot of time and make demands on a startup’s budget that not everyone can meet. But seeking cheaper alternatives could mean you soon find yourself facing a Google penalty (the worst of which is your website being complete removed from their index), which can put your entire online presence in jeopardy.

The good news is that SEO need not always be a lengthy commitment and if you have some in-house capacity, it is possible to take on a large portion of the work yourself.

This in-depth guide explains what you can expect from a SEO campaign, and will help you determine if you can do some of the work yourself or whether you’ll be better off outsourcing everything from the start. Continue…

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For every service business, ensuring your customers have a great experience is paramount. Whether you’re a small start-up cafe or a global hotel chain, customer satisfaction needs to be a top priority if you are to succeed.

To help you put in place the foundations for a thriving service business, we asked Michael Heppell, the author of, “5 Star Service – How to deliver exceptional customer service”, to reveal the key issues you need to get right, before you can start wowing your customers; Continue…

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It’s estimated that almost one in every three small businesses maintain their own website, and with that comes a whole host of potential challenges to overcome.

Alongside the usual cost of building a new website, getting the right designer and managing your hosting prices, there are other factors which many small business owners do not consider when managing or monitoring their website.

In fact, there are a number of common mistakes which SMEs often make, but which are easy enough to overcome.

Here are the seven errors we most often see with websites designed for startups and small businesses.
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The path from initial interest to confirmed sale hardly ever runs smoothly, especially in today’s tough marketplace.

When sales targets are high and prospects are scarce, it’s essential for salespeople to hone their skills and fine tune their approach for a successful close.

There are many organisational challenges facing salespeople, but most of these can be whittled down to three main root causes;

  1. A lack of sales staff motivation,
  2. Failure to maximise sales capability, and
  3. Inefficient management of the sales pipeline.

To help you close that sought-after sale, here are three key areas to focus on; Continue…

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For many small business owners, the term ‘digital marketing’ could very well generate a concerned or baffled look, and the temptation to turn around and hide in a darkened room.

As an established small business, or even someone setting up a new business, you might know all about offline marketing like posters and billboards, flyers and direct mail, and word-of-mouth advertising, but when it comes to promoting your business online, it’s unchartered territory.

So to help you safely navigate the online marketing landscape, conquer new marketing activities and promote your business in the digital world, here’s a small business guide to the basics of digital marketing; Continue…

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6 ways to protect your brand and grow your business reputation in a social world

October 16, 2015

It’s fair to say that the digital landscape has given us all a platform to air every thought that warrants sharing, and also many that don’t! Unfortunately for businesses, customers will often bypass customer services and immediately go online to air their views. While channels such as Facebook allow you to brush criticism under the […]

How to turn your customers into your best sales force

October 8, 2015

If you’re starting a business then chances are money is tight – so anything you can do to increase sales without spending a fortune is worth looking at. It’s easy to imagine that you need to employ a crack sales team – but the truth is, if you’ve made one sale, then you already have […]

Choosing a PR agency for your small business

October 6, 2015

Selecting the right public relations agency is an important decision for any business, but is particularly crucial for a small organisation with a limited budget. Chris Hewitt, CEO of Berkeley PR gives businesses some food for thought when it comes choosing an agency.

6 techniques to help you overcome cold calling anxiety

October 5, 2015

If you’re launching a new business, or looking to grow your existing business, then the chances are you’ll need to do some cold calling at some stage. However, despite its importance within their business and the doors it can open, many business owners shy away from cold calling and find it extremely stressful.  To help […]

Carve out a niche for your business and you’re more likely to succeed

October 4, 2015

Ever heard the saying: jack of all trades, master of none? That saying has never been more true than when it comes to marketing your small business.

The best way to make business networking work for you

September 18, 2015

Most small business owners have an opinion on networking. For every person who enjoys and values it – you’ll find another who visibly shudders at the mere mention of the word. But why does networking seem to polarise small business owners? Is it a massive untapped opportunity, or is it an uncomfortable evening in the […]

The risks and rewards of being a unique business

September 8, 2015

Apple, Netflix, Nike. Leaders in very different industries. They didn’t get there by doing what everyone else was doing. Apple adds crafted design to desirable functionality and makes it fashionable. Netflix goes beyond being a digital LoveFilm and creates high quality, polished, original programming that goes toe-to-toe with Game of Thrones and Mad Men at […]

How to structure your press release to grab attention and get free press coverage

September 2, 2015

Good public relations are essential for any business, but especially so, for small and start-up businesses. If you can persuade editors to run a story about your business, it’s worth a dozen adverts or mailshots. And there’s also the huge added benefit of it not costing you anything! However, writing a press release isn’t as […]

The 3 big mistakes that stop your press release from being published

August 19, 2015

When you’re starting or running your own small business, you have an endless list of jobs to do. One of the most crucial is generating interest in your business and creating awareness of your products and services. Big companies can have a team of people to do this and hire a PR agency but as […]

5 networking secrets to help you make the most out of networking events

August 11, 2015

No matter what business problem you have to solve right now, there’s a powerful way of finding the answer quickly and efficiently… and it’s called networking. That’s a word that makes many people’s hearts beat faster. The idea of getting out to events and meeting a bunch of strangers is not something that seems natural! […]