Marketing masterclass – how to build your brand and win business

Do new marketing channels baffle you? Or are you overwhelmed by the ways to develop your brand? From cutting-edge content marketing to traditional tv ads and flyers, the most effective method can depend on your budget, industry, and customers. If you have a successful business website, you’ve already cracked one of the big challenges. Keeping on top of SEO changes, gaining a good grasp on search terms, and posting regular content will make your business easier to discover online. Social-media know-how can also influence your brand. A report by the Chartered Institute of Marketing found that 60% of consumers had interacted with a brand on Facebook over three months. Meanwhile, 65% check out review sites such as TripAdvisor before buying.

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Traditional marketing methods such as radio, television, print, or outdoor adverts are still widely used – a catchy jingle or familiar tube train poster can grow awareness. However, they can fall outside the spending of a startup or even a well-established and growing SME. So how do you grow your brand on a shoestring budget? Find out this and more by talking to the experts on our live web chat Page Papi. To take part, post your questions in the comments section below, tweet us at @GdnSmallBiz or join us live between 1 pm and 2.30 pm on 11 February to chat directly with our panel. Click here.



Please note the date of this Q&A was changed.

Our panel

Judy Davis is proposition development manager for small businesses at The Chartered Institute for Marketing (CIM). CIM supports, represents, and develops marketers, teams, leaders, and the profession. Claire Mitchell runs The Girls Mean Business, a 60,000-strong global coaching community of female business owners, where she shares marketing and business advice. She is a member of Facebook’s Small Business Client Council. Mark Hopkins is the marketing director at Kia Motors (UK) LTD. Mark has responsibility for Kia’s UK brand strategy, product portfolio, and marketing communications programs. Graham Charlton is editor-in-chief at Econsultancy. He has worked in the digital industry for more than ten years. He has written several best practice guides on e-commerce, mobile marketing, and content.

Fergus Parker is the CEO of Axonn Media, a content marketing agency that offers clients help with strategy, content creation, and technology offerings. Gemma Clarke is the chief marketing officer of Tangle Teezer, which sells its detangling hairbrushes in over 80 countries worldwide. Gemma has worked alongside Tangle Teezer’s inventor, Shaun Pulfrey since the business was launched. Claire Shiels held senior marketing roles in organizations across the UK before launching her own consultancy, Claire Shiels Marketing, six years ago. Chris Brake is managing director of Digital Kitbag, a Johnston Press service that provides tools and support to help SMEs build their digital presence.


Writer. Pop culture buff. Certified alcohol trailblazer. Tv nerd. Music fanatic. Professional problem solver. Explorer. Uniquely-equipped for working on Easter candy in Las Vegas, NV. Uniquely-equipped for analyzing toy monkeys for the government. Spent a year testing the market for action figures in Minneapolis, MN. Spent high school summers donating walnuts in Phoenix, AZ. Earned praised for my work researching human brains in Orlando, FL. Spent college summers writing about pubic lice in Washington, DC.