When you run a business, especially a small to medium sized enterprise (SME) you wear many hats and one of them is the responsibility for marketing.

This is the third edition of the guide, created in association with Glassagh Consulting, and has been updated to reflect changes in market outlook due to the COVID-19 pandemic. It is designed to help anyone involved in running their own business gain a better understanding of what marketing is, how it can help your business and the techniques that can be used to become better marketers. 

Guide contents

• 10 tips to develop your COVID-19 communications plan
• Twelve marketing pitfalls every business must avoid
• What is marketing? The power of the 5 Ps
• Your marketing plan
• Why do you need a marketing audit
• Using COWS to future proof your business
• The right clients for your business
• Segmentation
• The importance of your client database
• Your client proposition
• Your client lifetime value
• Creating your marketing goals
• Marketing communications
• Social media marketing
• Direct Mail
• Advertising
• Your advertising checklist
• Public Relations
• Sponsorship
• Seminar Marketing
• Reviewing and refining your marketing plan

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