Small Business Marketing
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20 Networking Tips for Entrepreneurs
Networking for entrepreneurs and small businesspeople often involves meeting new contacts and developing existing relationships.
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Advertising for entrepreneurs
Advertising for Entrepreneurs Learning Outcome: By the end of this lesson, you will be able to identify the five main objectives an entrepreneur’s advertising can pursue and explain why matching the objective to the business’s actual stage matters more than the size of the budget. Why Entrepreneurs Need a Clear Advertising Objective Advertising sends a…
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Advertising in cinemas and theatres
Advertising in Cinemas and Theatres Learning Outcome: By the end of this lesson, you will be able to explain how a small business decides whether to advertise in a local cinema, and what trade-offs that decision involves compared with other media. Why Consider the Local Cinema? A local cinema or movie theatre can be a…
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Affiliate marketing
How Small Businesses Can Use Affiliate Marketing Learning Outcome: By the end of this lesson, you will be able to explain why affiliate marketing suits a small business with a limited budget, and describe what a small business needs to put in place before recruiting affiliates of its own. Why Affiliate Marketing Suits a Small…
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Blogs for entrepreneurs
Blogging as an Entrepreneur: Getting Started and Becoming an Expert Voice Learning Outcome: By the end of this lesson, you will be able to explain what a blog is, describe the basic steps for setting one up, and outline what it takes to grow from an occasional blogger into a recognised expert voice in a…
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Guerrilla marketing
What Is Guerrilla Marketing? Learning Outcome: By the end of this lesson, you will be able to explain what guerrilla marketing is, why it suits businesses with limited budgets, and describe the risks a business needs to weigh before trying it. What Is Guerrilla Marketing? Guerrilla marketing is the use of unconventional, low-cost tactics that…
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Marketing in the press
Marketing in the Press: Newspaper and Magazine Advertising Learning Outcome: By the end of this lesson, you will be able to explain how small businesses evaluate and buy press advertising, including cost-per-thousand, page position and the choice between local and national titles. Why Do Small Businesses Still Advertise in the Press? National and local newspapers…
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Measuring the success of your campaign
Learning outcome: By the end of this lesson, you will be able to explain why campaign objectives must be set before measurement begins, distinguish outputs from outcomes when judging a campaign, and identify practical ways to capture the data a campaign’s evaluation depends on. Why Measurement Starts Before the Campaign Launches A campaign cannot be…
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Outdoor marketing
Outdoor Marketing: Posters, Billboards and Street Furniture Learning Outcome: By the end of this lesson, you will be able to describe the main formats of outdoor advertising and explain how a small business can access this channel affordably. What Is Outdoor Advertising? Outdoor advertising, also known as out-of-home advertising (OOH), covers all the advertising a…
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Promoting and advertising your start-up
Choosing the Right Promotional Mix for Your Start-Up Learning Outcome: By the end of this lesson, you will be able to explain the factors a start-up should weigh when choosing between promotional tools, and describe the role personal selling plays for a small business. Thinking of Promotion as a Mix A start-up has many tools…
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Radio Advertising
Learning outcome: By the end of this lesson, you will be able to explain why radio works as a “theatre of the mind” medium, describe how radio advertising is bought and priced, and apply Krugman’s three-exposure principle to plan how often an advert should run. What Makes Radio a Distinct Advertising Medium? Radio is a…
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Small business advertising plan
How to Write a Small Business Advertising Plan Learning Outcome: By the end of this lesson, you will be able to work through the key steps of a simple advertising plan for a small business, from defining the target audience to measuring whether it worked. Why Bother Planning Before You Advertise? It is tempting for…
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Tips and techniques for successful blogging
Tips and Techniques for Successful Blogging Learning Outcome: By the end of this lesson, you will be able to apply a set of practical writing and planning habits that make a small business or entrepreneur’s blog posts more consistent and more likely to hold a reader’s attention. Tips and Techniques for Successful Blogging Once a…
