Marketing

Marketing is anything that brings customers to you and keeps them coming back. For most small businesses that means a mix of online and offline work, so this hub covers both.

On the digital side we write about search engine optimisation, being cited in AI answers (often called AEO or GEO), social media, email, paid ads, content, video and online reviews. On the traditional side we cover print and flyers, direct mail, local press and radio, signage, events and trade shows, networking, PR, referrals and word of mouth, and loyalty schemes. We also look at brand and at setting a sensible marketing budget.

Our aim is practical guidance a small team can act on: what a channel involves, roughly what it takes in time and money, and how to tell whether it is working. We would rather you did two things well than ten things badly.