Article 01
How to Define a Practical Target Audience
A workable definition of your target audience is specific enough to change what you write, and narrow enough to be reachable.
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Marketing Insights
Twelve practical articles on audience, messaging, content and campaign planning for small UK businesses.
Article 02
How to Prepare a Marketing Brief
A brief is the document that keeps a piece of marketing work honest. It states what is being done, for whom, and what will be delivered.
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What a Small-Business Marketing Plan Should Contain
A useful plan is short, specific and something you can act on this month. Length is not a measure of quality.
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Building a Simple Content Calendar
A content calendar exists to remove the daily question of what to post. It should be dull to use and quick to fill.
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How to Choose Marketing Channels
Most small businesses use too many channels badly rather than too few channels well.
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Why Consistent Messaging Matters
Consistency is not repetition for its own sake. It is what allows someone to recognise you before they are ready to buy.
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Planning a Promotional Campaign
A promotion works when it has a reason, a boundary and a plan for how it will be seen more than once.
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Common Small-Business Marketing Mistakes
Most marketing problems in small businesses are structural rather than creative.
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How to Prioritise Marketing Activities
Prioritisation is deciding what not to do this quarter, which is harder than adding to the list.
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Understanding Customer Pain Points
A pain point is a specific problem in a customer’s own words, not a category invented for a slide.
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When to Review Your Marketing Strategy
A strategy reviewed too often never settles; one never reviewed becomes a description of the past.
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How Marketing Goals Differ From Tactics
Confusing a goal with a tactic is why many marketing plans feel busy but directionless.
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