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There was a time when a lot of businesses could rely on the good old Yellow Pages alone to win business. Unfortunately, that’s not the case anymore. These days, there are so many more channels available for consumers to browse and make decisions via.

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.