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So, I was at a business networking event the other day and I came across a dental practitioner. Quite a pleasant change from the usual accountants, solicitors, printers, web designers, graphic designers etc that you meet at these types of events.

Throughout my travels over the years in the SME world I’ve come across a common misunderstanding about what I do. ‘I’m a Bradford based marketing consultant and I help businesses grow’ is the opening line I give when asked about my line of work.

In a team, every member brings their unique strength to help achieve a shared goal. Integrated marketing could be seen in a similar light: In business, your shared goal is to help sell your product/ service to a specific audience.

It’s always more cost effective to sell to existing customers as you already have a relationship with them. How well you maintain this relationship will dictate how much and/ or how frequently they buy from you.

Marketing planning is crucial to the ongoing success of any business. It helps you look forward and see how, where and when you need to take action to win valuable market share.

Research has shown that it costs businesses 5 times more to gain new customers than it does to keep existing customers. Why? Because you already have a relationship with your existing customer and most of the selling job has already been done.