Think of Google as a giant library. Every day it scans millions of websites, organising information so it can provide the most useful results when someone performs a search. Your goal is to make it as easy as possible for Google to recognise what your business does and why your website deserves to be recommended.

Think of Google as a giant library. Every day it scans millions of websites, organising information so it can provide the most useful results when someone performs a search. Your goal is to make it as easy as possible for Google to recognise what your business does and why your website deserves to be recommended.

Some business owners believe they can rely solely on social media. While platforms such as Facebook, LinkedIn and Instagram are excellent for building awareness and engaging with customers, they should support your website rather than replace it. Social media platforms change their algorithms regularly, meaning your content may not always reach your audience. Your website, however, is a digital asset that you own and control.

Many businesses fall into the trap of setting vague ambitions such as "increase sales" or "get more customers". While these are worthwhile aspirations, they lack the detail needed to create an effective marketing plan. Instead, your goals should be specific, measurable and realistic.

A strong brand helps customers recognise your business, remember it and trust it. In a competitive marketplace where customers have countless choices, a memorable brand can be the deciding factor between winning new business or being overlooked.

Your ideal customer is the person or business that is most likely to benefit from your products or services. They are the people who value what you offer, are willing to pay for it and are more likely to become loyal, repeat customers.

Choosing an accountant, solicitor, financial adviser or consultant is very different from choosing where to buy a cup of coffee. The potential consequences of making the wrong decision are considerably greater.

A marketing strategy provides the roadmap for how your business will attract, engage and retain customers. It ensures every marketing activity supports your wider business objectives rather than becoming a collection of disconnected tasks.

At its heart, marketing is about understanding your customers and building relationships that encourage them to choose your business over the competition. It starts long before an advert is created and continues long after a sale has been made.