Sales & Marketing

sales and marketing for business women
sales and marketing for the bwt community
better marketing for business women


Sales and Marketing, possibly two of the most used words in modern business language!

Sales and Marketing is such a massive part of making your business work; without marketing you have no sales and without sales you have no business!

At any stage in a business’ life, marketing and sales are of the utmost importance. Whether you are just starting out and need to tell the world about you and your business, or if you are a well-established company and need to continue to grow and develop your market, your sales and marketing department (maybe that’s just you?!) is one of the most important sectors of your business.

But sales and marketing can be a minefield in itself; How? When? Who to? How much?

Many questions arise when considering how to promote your products or services and we hope that within The BWT you will find answers to your own questions and meet like-minded women who can help and inspire you to market your business effectively and efficiently.



A strong, professional brand or lack of, can make or break your business!

When you think about great branding, McDonald’s Golden Arches, Nike’s simple tick and Adidas’s three stripes are some of the most memorable.  

But if you are a sole trader, or a small company, you may well be thinking "That's all very well for the big boys (or girls!), they have the big bucks to spend on branding but I can't compete with them!"


Your brand is what sets you and your business apart. It isn't just your logo, name or your letterhead or tagline, it gives your business a PERSONALITY.

It separates you and your business from everyone else out there and makes your company unique.

Your brand reflects who you are, what you represent and why you do what you do!

And.. Guess what? You CAN compete with the large companies and you CAN have your own brand and identity, it doesn't have to be expensive and is certainly not the exclusive domain of the well-known brands.

There are plenty of good people out there who can assist you with your branding and design and that won't charge you a fortune! Have a nose around The BWT and you will find some interesting articles on branding and design and check out some great experts who can help you make your business stand out from the crowd!


*Graphic Design *Logo *Corporate Identity *Personal Branding
*Tone of voice *Company Image *Packaging *Product Design



Take time to work ON your business as well as IN your business

Effective marketing can be the difference between success and failure for a small business.

It really is as simple as that. When we are in business for ourselves, or by ourselves, it is so easy to become embroiled in the day to day running of your business and working "in" the business, that we often forget, or don't have the time, to work "on" our business.

Many of us women started out in business because we are passionate about doing or making something, we may be amazing at baking muffins or be passionate about a particular health care product, this is the main reason why we got into running our own business.

You could be the greatest flower arranger or cake maker in the world, but if you fail to market your business properly and potential customers don't know about you, how do you sell them your product or services?

No matter how amazing we are at doing what we do, we also need to be pretty good at other aspects of business such as marketing, selling and making sure our business has enough customers and that it is run properly.

Marketing today is moving forward at a rapid pace, with the new digital arena giving small businesses a real boost when it comes to multi-media marketing.

Here at The BWT you can keep up with new marketing trends, as well as learning about more established ones, and get advice on how to market your business to whoever needs to know about you... and there lies a story in itself!


*Marketing Strategy *Campaigns *Target Audience *Promotion *SWOT Analysis
*Market Research *Marketing Objectives *Customer Segments *Direct Marketing



You must be in love with your website or you won't promote it!

Possibly the single biggest advantage of digital marketing for small businesses is that it can be extremely cost-effective and often gives a much higher return on investment than more traditional forms of marketing.

The recent breakthrough in digital marketing and the rise of social media and content marketing has given the small business owner and entrepreneur a significant boost in promoting their business.

Almost every small business today should have a website, not necessarily an all-singing, all-dancing site with bells and whistles galore, but certainly an informative and illustrative website that tells potential customers who you are, what you do, where you do it and, by testimonials and reviews, how good you are at what you do!

But building a website and setting up and running your social media is not something that most of us can do for ourselves.

A website needs careful planning and designing to make sure that it meets the marketing needs of your business and that it fits in well with your company's look and feel, your "personality".

The same goes for social media and content marketing. It is a bit of a minefield out there, albeit a welcome one for small businesses, and there are a lot of experts out there who can help you to establish your business's on-line presence and help to promote your company through all of the new digital channels.

Within The BWT you will find many articles and features about digital media and websites, together with access to many experts and companies that specialise in helping small businesses to understand and implement this exciting new medium.


*Social Media *On-line Presence *Digital Marketing *Google *Search Engine Optimisation (SEO)
*Websites *Hosting *Pay Per Click *Internet *Wordpress *Facebook *Twitter *Linkedin



Getting out and about

One of the oldest and most effective form of marketing your business is what is known today as off-line marketing.

Tried and trusted methods of reaching new customers, such as attending regular networking meetings or visiting trade events, should be as much a part of your marketing strategy as the more modern, digital methods.

Face to face meetings with new clients or with fellow business professionals who may be able to advocate your products or services, are a valuable tool in your marketing armour.

A personal recommendation from a trusted source speaks volumes to a potential new client and regular networking helps to build a solid reputation for your business as well as increase your customer base.

For many businesses, specific industry trade shows are another invaluable way of getting their company on the map. Trade shows, or exhibitions, can be quite expensive but they can really help to get you in front of some important decision makers in a dedicated business environment.

You will find many tips and advice on networking and attending industry events in The BWT and you will also meet many other women who have promoted their businesses through established networking groups such as Athena and WIBN (Women in Business Network).

We hope that you will network successfully with many fellow BWT members on the site itself, and build solid, lasting relationships too, but don't forget to get out there in the big wide business world and meet like-minded women who can help you, and vice versa!


*Networking *Trade Shows *Referrals *Offline Marketing
*Exhibitions *Word of Mouth *WIBN *Athena *BNI *Corporate Events



What is the difference between PR and Advertising?

Public Relations (PR) and advertising are two very different beasts, and in fact are completely the opposite of each other!

When you advertise your business you pay for your business message to be placed in a newspaper, magazine, on the radio or on TV. It is a direct payment made for a specific broadcast and for a specific time or period.

With PR you do not pay directly for a specific announcement, rather you arrange to get articles or reports about your company and its business published in the media. This may be a specific new product announcement or a fantastic new collaboration that is newsworthy and helps to promote your business.

Publicity is often seen as more powerful than advertising as many people conceive that an article in a glossy magazine or a feature on the local news channel has more gravitas than a paid for ad in a newspaper.

Although, we must remember that PR is rarely free as you usually have to employ the services of a PR agency to get your press release to the right people!


*Magazines *Sunday Papers *Local Press *Advertising Agency
*Public Relations *National Radio *TV Commercial *Publicity Campaign