Marketing Handbook
Marketing is how you find customers and keep them coming back. It doesn't have to be expensive or complicated — but it does need to be consistent and deliberate. This handbook covers everything from building a brand and understanding your customers to social media, email marketing, SEO and paid advertising.
A marketing strategy is a plan for how you'll attract and retain customers. Without one, marketing becomes a series of disconnected activities that drain time and money without producing results.
Start with your goals. What do you want marketing to achieve? More enquiries, more sales, more repeat business, more referrals? Be specific — "grow the business" is not a marketing goal.
Identify your target customer in detail. The more specific you are, the more effective your marketing will be. A freelance designer targeting "small businesses" will struggle to stand out. One targeting "independent restaurants in the East Midlands" can speak directly to their specific needs.
Choose your channels based on where your customers are, not where you're comfortable. If your customers are on LinkedIn, be on LinkedIn. If they read local trade publications, advertise there. Don't spread yourself across every channel — focus on two or three and do them well.
Set a budget and stick to it. Marketing doesn't have to be expensive, but it does require consistent investment. Even £200/month spent consistently on the right channels will outperform £2,000 spent sporadically.
Good to know
- Define your target customer before choosing any marketing channels
- Start with the channels where your customers already spend time
- Consistency beats intensity — regular small efforts outperform occasional big campaigns
- Measure what works and do more of it — stop doing what doesn't
Watch out for
- Trying to market to everyone — you'll reach no one effectively
- Choosing channels based on personal preference rather than customer behaviour
- Spending money on marketing before you understand your customer
- Abandoning channels too quickly — most marketing takes time to produce results
Related guidance
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