What comes to mind when you think of “marketing”? For many business owners, it’s social media and websites. Most have tried these and nothing much happened.

If you treat marketing as a serious part of your business, you’re in the minority.

Starting a business is full of dreams, but most owners find all of their time and energy used on simply maintaining the business, not developing it. But customers won’t wait around. Taking a long-term, market-oriented approach and budgeting for growth are fundamental for your future success.

Customer service is in the dumps. Large organisations have been in a mess and consumers are suffering. But there's a silver lining for smaller businesses: an opportunity to deliver the kind of one-to-one service consumers are craving, with genuine expertise and empathy. If you want happy customers, do this first before thinking about price discounts.

Nearly all businesses have a visibility problem to some degree. They're too difficult to notice and find. Ensuring your business has both physical and online visibility means that you're maximising opportunities to increase your customer base. Read our recommendations to assess your visibility.

An interview with branding expert, Laura Hodgkinson, who emphasises the significance of branding for businesses to stand out in the market by understanding their target audience, being consistent, and building trust with customers.