Accurate descriptions: Used vehicle sales

In this guide:

  • Fair trading for businesses selling goods or services

    An overview of the law relating to fair trading and how this may affect your business - including areas such as pricing and product description.

    When you sell products and services, you must comply with fair trading laws - covering areas such as:

    • pricing
    • weights and measures
    • descriptions of products and services
    • the contract between a buyer and seller
    • competition between businesses
    • intellectual property and counterfeiting

    What are the rules around fair trade?

    The law sets out practices that are illegal when selling goods or services. These unfair practices include misleading customers and using aggressive selling practices.

    Misleading customers

    You must not mislead customers about the goods or services you sell. For example, it is against the law to give customers wrong information, such as advertising something as being reduced when it never costs a higher price. It is also illegal to keep important information hidden. You must be open and honest with your customers. 

    Aggressive selling

    You must not use aggressive selling techniques. It is illegal to pressure a customer to buy goods or services. For example, this might be refusing to leave their home until they make a purchase or constantly contacting them. 

    Other unfair practices include taking away a customer's statutory rights by displaying signs such as 'sold as seen' or 'no refunds' - a customer is entitled to redress if goods or services are faulty or misdescribed under the rules of the Consumer Rights Act 2015. 

    Pricing and other fair trading rules

    If your business sells goods or services, you must provide the price to customers. This rule applies whether you are selling to individuals or other businesses. 

    If the price for a good or service is not pre-determined by your business, you must supply, if asked:

    • the price of the good or service
    • the method for calculating the price - if you can't give an exact price - so the customer can check the price
    • a sufficiently detailed estimate

    Read more on the rules of pricing goods and services.

    You must also give customers:

    • the general terms and conditions that you use, if any
    • information on any contract terms governed by the law of a particular country
    • the existence of an after-sales guarantee, if any, not imposed by law
    • the main features of the service, if not already apparent from the context
    • the name of the regulating institution if you work in a regulated profession
    • information about your insurance cover, the contact details of the insurer and territorial coverage - if you are required to hold professional liability insurance or a guarantee
    • contact details where any complaint can be made
    • your legal status and form (for example, whether you are a sole trader or a limited company)
    • Your business address and contact details where you can be reached directly 

    Note that this list is not exhaustive and not all service providers are covered by these rules. There may also be further information that you must provide to a customer if they ask for it.

    Fair trading law for certain goods and services

    There are trading laws covering businesses that deal in specific goods and services, such as:

    • property
    • holidays

    Understanding the laws that affect you is required for running a successful business. If you don't comply, you could face legal penalties. It could also damage your business reputation.

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  • Accurate descriptions: Rules for describing your products and services

    How to describe your products and services in a lawful way in line with consumer protection legislation.

    Any description of products or services you sell or hire to customers must be accurate and not mislead them. You must provide consumers with the correct information and not omit details about the products and services so they are fully informed about whether to buy them. 

    The Consumer Protection from Unfair Trading Regulations 2008 (CPRs) make it an offence to mislead consumers about goods and services. The regulations apply to commercial practices relating to products (including goods, services and digital content) before, during and after a contract is agreed.

    Dishonest practices could include untruthful advertising, omitting important information, or providing deceptive after-sales information. Using these unfair practices, known as a misleading action and a misleading omission, breach the regulations (and are potentially a criminal offence).

    Any business that trades in goods or services must comply with the regulations. Directors, managers and other employees can also be liable to follow the rules.

    What is a misleading action under unfair trading law?

    A misleading action is when a product contains false information or is in some way untruthful, or its overall presentation deceives or is likely to mislead the average consumer. 

    A false or untruthful product description can mislead a customer with information relating to things such as the price or how the price is calculated, or the need for a service, part, replacement or repair. For example, a customer pays £50 for a product, without being told the price does not include VAT. As this was not explained in the advert, the advert is misleading.

    You can view a full list in the Consumer Protection from Unfair Trading Regulations 2008 (CPRs).

    What is a misleading omission under unfair trading law?

    A misleading omission is when a trader omits or hides material information or provides it in an unclear, unintelligible, ambiguous, or untimely way. For example, to make an informed decision about whether to buy or how much to pay, the average consumer buying a car needs to know whether the vehicle has previously been an insurance write-off; you, as the trader, have to disclose this information, whether or not the consumer asks for it.

    The misleading information given (or information not provided) to a consumer must cause, or be likely to cause, the average consumer to make a different transactional decision. An example would be the consumer making a purchase they would not otherwise have made. Transactional decisions also include decisions made after a consumer has bought a product – for example, their decision to return a faulty product or accept an offer of redress.

    How can a misleading action or omission be given?

    When selling, a misleading action or omission can be provided in several ways, including: 

    • verbally
    • in writing (for example, in an advert, a brochure, or on an invoice or order form)
    • by illustration (for example, in advertisements or on packaging)
    • by implication

    What does the law require?

    The Consumer Protection from Unfair Trading Regulations 2008 do not cover insignificant inaccuracies. Only a court can decide whether the actions of a trader would adversely affect the average consumer.

    You can check which laws apply to the goods and services you trade in by asking your local Trading Standards office.

    A consumer’s right to redress

    If a consumer has been the victim of misleading actions or aggressive selling, the regulations give them the right to redress through a civil court order. The customer may be entitled to claim compensation, a price reduction or cancel the contract. These rights do not apply to misleading omissions.

    The Department for Business and Trade, formerly the Business, Energy and Industrial Strategy, has produced business guidance on the rights of consumers under the regulations - read more on Misleading and Aggressive Commercial Practices: New Private Rights for Consumers.
     

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  • Accurate descriptions: Used vehicle sales

    How to describe used vehicle sales in a lawful way in line with consumer protection legislation.

    If you sell used vehicles, you must ensure that the descriptions are listed accurately. This includes the mileage, condition, history and specification. This type of information will likely affect a consumer's decision whether to purchase the vehicle. These descriptions are controlled by the Consumer Protection from Unfair Trading Regulations 2008 (CPRs).

    How to ensure accurate descriptions are applied

    To comply with the law, a trader and their employees need to show that they took all reasonable steps to trade fairly and honestly with their customers when selling used vehicles. This practice is known as acting with due diligence. Reasonable steps you would carry out as a trader include:

    • When buying motor vehicles always ask about their mileage and make sure it is written on the purchase document and not given verbally. Get the seller's signature declaring whether the history is correct, incorrect or unknown.
    • Do not rely solely on the mileage statement of the previous owner unless they are the original owner. Only offer a vehicle for sale as genuine mileage when the full mileage history is known.
    • Check the vehicle’s history. For example, whether it is recorded as stolen, is subject to outstanding finance, has been written off as an insurance loss or accident damaged.
    • Check that you have the right to sell the vehicle. For instance, is the vehicle still subject to a hire purchase agreement. If yes, you do not own it.
    • When inspecting a vehicle, make sure that the overall condition, both mechanically and physically is consistent with its age. Look at the vehicle's service history and MOT history to determine if there is a consistent increase in mileage over time.
    • Inspect the vehicle yourself including reading the service history and contacting traders who have previously serviced the vehicle to establish that the service history is correct and keep a record of this inspection.
    • Ensure that all staff who may meet customers are properly trained and instructed in these matters and have access to all relevant details (for example, purchase invoices and results of any checks made).

    What is unlawful – mileage description

    The mileage displayed on a vehicle odometer should accurately represent the distance the vehicle has travelled. Displaying an incorrect odometer reading may be a misleading action. To comply with the law, you must tell the consumer the accurate mileage, as failure to do this may be a misleading omission.

    There are several practices that are prohibited, including: 

    • Making a misleading statement about a vehicle’s mileage, such as altering the odometer to a lower figure or zero, or making other false claims in writing or verbally.
    • Selling a vehicle that has been subject to a prior misleading action or omission. This could include having the vehicle on the forecourt, selling it with an incorrect odometer reading or not informing the consumer of the actual mileage.
    • Having false mileage in an advertisement, for example, 'low mileage' stickers.
    • Not telling the consumer the odometer reading or the fact that an odometer unit was faulty and replaced (either with a new or second-hand unit) may be a misleading omission.
    • If the accuracy of the odometer reading is in doubt, you must make this clear to prospective customers. This is usually done using disclaimers (which obscure the entire odometer reading). It is always advisable to use disclaimers to avoid the potential false mileage description being read by consumers.
    • It is not sufficient to disclaim all mileage without carrying out checks to confirm their accuracy. Even if a trader wasn't aware that the mileage was wrong, their actions could still be against the law.

    You should be able to show that you have checks in place to verify the mileage on the odometer and show that these checks are carried out. However, despite having these checks in place, verifying the mileage recorded may still be impossible, and you should state this to customers.

    What is unlawful – description of used vehicle sales 

    Examples of unlawful trading practices include:

    • Having false information in an advertisement. For example, ‘in excellent condition’ or ‘drives like new’ when you have knowledge of an existing fault with the vehicle.
    • Making incorrect statements or not informing consumers of the correct service history, previous accident damage, number of previous owners, technical specification (e.g. engine size, miles per gallon), insurance grouping or environmental performance.
    • Misleading consumers by making them believe they have no right to redress under the Consumer Rights Act, using statements such as 'sold as seen' or 'trade sale'.
    • Hiding additional costs. For example, administration fees, delivery or other non-optional charges.
    • Not disclosing that a vehicle was previously used for business purposes, such as rental or taxi.

    The CPRs list banned trading practices which are considered unfair and provide a defence to any criminal charges. For example, a banned practice includes claiming or creating the impression that you are a private seller when you are a trader. A full list of the 31 banned practices can be found in the Consumer Protection from Unfair Trading Regulations 2008 (CPRs)

    All unlawful practices can be made verbally, in writing, visually or by association. They can be made by anyone in your business, including staff members. Businesses, business owners and staff members can all be held accountable for their actions.    

    Used vehicle warranties

    Any warranty or guarantee you supply free of charge or sell separately with a vehicle is in addition to a consumer's legal rights under the Consumer Rights Act 2015. You cannot refuse to deal with a complaint because it is excluded from a warranty, or the warranty period has expired. Any warranty you give is legally binding.

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  • Working with Northern Ireland Trading Standards Service

    How Trading Standards can help your business comply with the law when a customer has lodged a complaint about your business or you need general advice.

    The Northern Ireland Trading Standards Service (TSS) enforces the laws on goods and services within Northern Ireland.

    Customer complaints

    The TSS receives complaints from customers about a wide range of consumer issues, including:

    • misleading descriptions or prices
    • inaccurate weights and measures
    • consumer credit
    • unfair commercial practices

    The TSS can investigate customers' complaints and take appropriate enforcement action where necessary. This ranges from advice to warnings to criminal prosecutions.  In some cases the business may want to seek independent legal advice.

    Find out more

    If you'd like general advice regarding any consumer legislation - you should contact TSS. It can provide free and impartial guidance.

    It may be that by seeking their advice on your trading policies, you can prevent any complaints arising. 

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Hiring an advertising agency or an in-house employee

In this guide:

  • Choose an advertising agency

    Choose an advertising agency that suits your business and that will help you achieve your goals.

    When deciding on an advertising agency to collaborate with, it is important to consider multiple factors to find an agency that closely matches your marketing objectives.

    You will get the best results from an advertising agency that understands who you are, what you want to achieve and cares about what you do.

    What to consider before choosing an advertising agency

    Understand your business goals and objectives

    Before choosing a potential advertising agency to work with, you need to have a clear idea of your marketing goals and objectives. This will also help you evaluate whether the campaign was a success and whether you should run this campaign again in the future.

    For example, do you want to increase brand awareness, generate leads, boost sales or increase website traffic? Setting specific, measurable, achievable realistic and time-bound (SMART) objectives for your marketing will help you achieve your business goals.

    Create a shortlist

    Research different advertising agencies online and ask contacts in your industry for recommendations to help you create a shortlist of potential agencies to work with. You should consider if they have:

    • experience in your sector
    • expertise in either business-to-business or consumer advertising, if you have a preference for either
    • a track record in the advertising platforms you want to explore
    • experience in other marketing services, such as PR

    The final selection 

    You should arrange to meet some of the agencies and ask them to pitch their ideas to you. You can do this by providing the agencies with a brief and budget so they can develop a pitch and present it to you.

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  • Choosing a PPC agency

    When to use a PPC agency and how to find one including a list of the qualities and skills a good agency should have.

    A pay-per-click (PPC) agency or full service digital marketing agency can help you start your PPC campaign. This can help you attract new customers and secure online sales. They can also make sure that your search marketing is integrated - improving your visibility across both paid and organic search.

    PPC agency checklist

    For managing your PPC activity a PPC agency should be able to show:

    • certification and partnership with the advertising platforms you are interested in
    • an understanding of your goals for your paid media campaign such as clicks, impressions or brand awareness
    • data to back up their decisions on how they will run your campaign
    • proven experience and the necessary technology to set up, manage, track and analyse PPC campaigns
    • a creative approach to PPC essentials - keyword research, bid management, daily budget management, website optimisation and advert writing
    • how they intend to maximise and measure your return on investment
    • how they intend to charge you (eg a flat fee, a percentage of the campaign expenditure or on the basis of campaign performance)

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  • Setting an advertising budget

    How to set the right budget for your advertising campaign, and how to measure its effectiveness as a part of your overall marketing spend.

    Your advertising budget will usually be a proportion of your total marketing budget. From the point you consider using an advertising agency, you should have a clear idea of how much it is.

    The type and volume of advertising you want will determine how high your budget should be set. Remember to allow for your other marketing needs, such as PR or promotions.

    Consider whether you want:

    • a one-off advertisement or an ongoing campaign
    • business-to-business or consumer advertising
    • traditional advertising like press, outdoor, TV and radio 
    • local or national advertising
    • online advertising like search, social media and display 

    An agency should advise you on which types of media best suit your objectives. Once you know what you can afford to spend, what you want to spend it on and over what period, any agency you engage should work toward this.

    Measuring effectiveness

    You need to consider, together with your agency, how you will measure the effectiveness of your advertising. Only then will you be able to determine whether you are getting value for money. Having clear goals at the outset will be key to measuring the success of your advertising. 

    Measuring the return on investment (ROI) of an advertising campaign is important to understanding the campaign’s effectiveness and whether it has performed against its goals. Some advertising agencies may measure ROI differently. For example, one might use sales generated from your campaign to determine the success. Another might use return on ad spend (ROAS) which compares the amount of revenue you make from your campaign to the amount of money you spend on it. 

    See measure your online marketing. 

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  • Negotiate a contract with an advertising agency

    What you should include in any formal arrangements your business makes with a new advertising agency including contract length, campaign details and objectives.

    When you have chosen an advertising agency, it's good business practice to negotiate and sign a detailed contract with them. Before you do this you should be clear about what you want from the deal. Many agencies have their own pro-forma agreements that you can adapt to your needs.

    Length of contract

    Ask yourself whether you want a contract for a short period, allowing for a one-off campaign. It might be better to prepare for a longer-lasting relationship. You could opt for a year-long contract allowing the agency to create an overall strategy. Consider including a probation period to allow for an early termination if necessary.

    Agreeing campaign details and schedules

    Your contract should then outline the nature of campaigns to be undertaken, as well as any other work, such as media buying, that the agency is expected to do. It should detail any campaign schedules to which the agency will work. You should also clarify who will own the intellectual property in any work that you commission. This is particularly important where it involves the design of an advertisement or logo, for example.

    Agreeing objectives

    You should agree objectives and how you will evaluate campaigns - for example by measuring sales or carrying out market research. You might want to set measurable benchmarks. You should also agree a procedure to address any situation where either party is unhappy or wants to end the agreement.

    Setting payment terms

    You should make sure you know exactly how the agency will calculate its charges. For example, will there be additional expenses and does it include fees for buying media space? Sometimes you can agree a payment-by-results system. Also, check if there will be any extra charges for meetings and brainstorming sessions.

    Building in safety measures

    Any contract should include confidentiality clauses.

    It should also prepare for either side wanting to end the agreement by:

    • specifying the notice period each party must give and whether the agency will be entitled to notice payment
    • detailing the obligations on both parties during the notice period
    • determining who owns copyright in the work created for your business
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  • Five ways to manage your client-agency relationship

    What steps you should take to manage the relationship with your advertising agency including maintaining regular contact and setting confidentiality agreements.

    Building and maintaining a client-agency relationship is central to achieving your marketing objectives. When the client-agency relationship is working well, it makes getting the job done much easier for you and the agency. There should be mutual trust, confidence and understanding between you and the agency you have chosen.

    1. Have clear communication channels

    Establish open and transparent communication channels to ensure your agency understands your project goals, timelines and expectations. Make sure the preferred communication channels are shared with your whole team.

    2. Have clear goals and expectations

    By setting clear goals for your campaigns, the agency will know what they are expected to deliver. Developing briefing templates will help keep you and the agency focused on the end goal.

    3. Maintain regular contact

    Have regular status meetings with your agency to review the progress of live campaigns, address any concerns and make adjustments that are needed.
    It might be helpful to have occasional brainstorming events or away days to productively get to know each other better.

    4. Take a collaborative approach

    You will get the most out of the agency when you treat them as an extension of your business instead of treating them like a supplier. When this happens you will build a strong working relationship with the agency to achieve a common goal.

    5. Trust the agency

    For the agency to do the best job for your business, you need to trust them. This trust spans from you knowing they will use their expertise to create successful campaigns to sharing confidential information with them knowing that they will keep it confidential. You might want to consider signing a confidentiality agreement with your agency.

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  • Checklist: choosing an advertising agency

    How to help your business find the best advertising agencies by checking various factors such as memberships, specialisations, previous campaigns and clients.

    You can increase your sales by using advertising and promotion as part of your marketing strategy. Given the broad range of advertising options available, it pays to get good advice from a reputable agency if you want to ensure your campaigns are effective. Before you choose an advertising agency, you should:

    • find out the size of the agency
    • check if they are members of any professional associations
    • ask what media they specialise in and if they have any creative strategies they prefer to use
    • examine their past campaigns and find out how successful they were
    • look at their types of clients, past and present
    • ask about the main people who will be working on your account and their track record
    • see if they have any experience of working for your type of business and if they understand the competition in your field
    • check how they assess a campaign's effectiveness
    • get an estimate of their fees and what's included - eg whether they would accept a payment-by-results agreement
    • take up references from their clients if possible
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    • Hiring an advertising agency or an in-house employee

      Understanding the differences between hiring an advertising agency or an in-house employee to deliver on your marketing outputs.

      When it comes to choosing between hiring an advertising agency or an in-house marketing employee to deliver your advertising efforts, there is no one-size-fits-all solution. Both options have their own advantages and disadvantages and understanding the differences between hiring an advertising agency or an in-house employee is important so you can make an informed decision.

      There are many factors to consider such as costs, the needs of your business and the ability to hire the right person, but you should base your decision on your marketing goals.

      Cost and resources

      Hiring in-house employees means you’ll have recruitment, salary and training costs whereas working with an advertising agency normally involves a fixed contract with a set budget.

      Advertising agencies also have access to cost-efficient tools and resources that you might otherwise have to invest in. They also often have established relationships with media outlets, which can be helpful in securing discounts for traditional advertising efforts.

      Skills and expertise

      Having in-house employees can be beneficial as they’ll be more familiar with your brand and will understand what you're trying to achieve in your marketing strategy from the beginning of your employment. 

      Marketing professionals who work in-house typically have a good understanding of multiple areas of marketing, but an advertising agency will have a team of experts within each field. Advertising agencies have many years of experience in campaign management and industry insights from working with different businesses which can bring a fresh approach to your advertising outputs.

      Creative control and outputs

      Working with an in-house marketing employee means you’ve greater control over your advertising materials compared to working with an advertising agency. The agency may offer you various creative ideas since you’ve paid for their expertise, but these options may not match your brand's image, leading to delays and disappointment.

      If you have the budget, you could hire an advertising agency to work with your in-house marketing team. By viewing the agency as a part of your business rather than a supplier, you can build a strong working relationship focused on a common goal. 

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    • Ten ways to make your advertising campaign a success

      Ten questions to help ensure your advertising campaign is working effectively including understanding the objectives and agreeing measures of effectiveness.

      An advertising campaign can be a successful way to increase sales, as part of your marketing strategy. However if it is not well run and designed for your needs it may be a waste of money. During a campaign you should:

      1. Determine whether the agency understands your marketing objectives.
      2. Ask yourself whether the agency is demonstrating an understanding of your market and the competition. See choose an advertising agency.
      3. Insist that the agency report back to you regularly. See manage your relationship with the advertising agency.
      4. Institute agreed measures of effectiveness with the agency. See measure performance and set targets.
      5. Assess whether the campaign is hitting targets - if not, find out whether the agency is coming up with ideas to bring it back on track.
      6. Calculate whether the agency is working to your agreed budget. See set an advertising budget.
      7. Think about whether you are getting the best deal you can.
      8. Track where and when the advertisements are being run. Make sure the agency keeps you informed and that the advertisements actually appear when and where they are supposed to
      9. Check whether you are still dealing with the people in the agency you were first promised - consider the state of your relationship with them.
      10. Make sure the agency is still being creative and coming up with ideas to take your advertising strategy forward. 
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    Social media and search engine optimisation (SEO)

    In this guide:

    • Advantages and disadvantages of using social media

      Understand how social media can benefit your business through increased brand awareness, and the potential pitfalls such as ineffective use.


      Social media can be a useful tool for businesses, bringing advantages such as engaging with your audience and boosting website traffic. However there can also be disadvantages, including the resources required and negative feedback. Considering these pros and cons can help you decide the best approach to social media for your business.

      Advantages of social media

      The business benefits of effective social media use include:

      Brand awareness

      Compelling and relevant content will grab the attention of potential customers and increase brand visibility. See Branding for your business.

      Brand reputation

      You can respond instantly to industry developments and be seen as a 'thought leader' or expert in your field. This can improve how your business is seen by your audience.

      See public relations (PR). 

      Cost effective

      It can be much cheaper than traditional advertising and promotional activities. The costs of maintaining a social media presence are minimal. If you choose to invest in paid advertising, you can spend as much or as little as your budget allows.

      Website traffic

      Social content can boost traffic to your website. This can lead to increased online conversions such as sales and leads.

      Evaluation

      It is easy to measure how much website traffic you receive from social media. You can set up tracking to determine how many sales are generated by paid social advertising.

      Customer interaction

      You can deliver improved customer service and respond effectively to feedback. Positive feedback is public and can be persuasive to other potential customers. Negative feedback highlights areas where you can improve.

      Target audience

      Customers can find you through the social media platforms they use most. You can choose to maintain a presence on particular platforms that are in line with your target audience. For example, if you are targeting young people you could reach them through Snapchat. If you are seeking business customers, LinkedIn may be the best channel.

      Brand loyalty

      You can build relationships with your customers through social media. This can help increase loyalty and advocacy.

      Disadvantages of social media

      Some of the downsides of using social media include:

      Resources

      You will need to commit resources to managing your social media presence, responding to feedback and producing new content. This can include hiring and training staff, investing in paid advertising and paying for the costs of creating video or image content.

      Evaluation

      While it is easy to quantify the return-on-investment in terms of online sales generated by social media advertising - there are some less tangible benefits. It can be hard to measure and place a monetary value on the brand awareness and reputation that social media can bring. It's difficult to know how social media affects sales in-store.

      Ineffective use

      Social media can be used ineffectively. For example, using social media to push for sales without engaging with customers, or failing to respond to negative feedback - may damage your reputation.

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    • Social media business opportunities and challenges

      Some of the opportunities and challenges you should consider when using social media for business in order to make the most of it and avoid common pitfalls.

      Effective use of social media can bring great opportunities for your business, but will require some thought and planning. Moving with fast-paced developments in online technology can help to enhance your brand, boost your profile and perhaps even win new business. However you need a healthy perspective on what your business is able to put into social media, and what's realistic to expect in return.

      Social media opportunities for business

      Home computers, laptops, tablets, smartphones, and even internet enabled televisions mean people can easily access the web from anywhere at any time. Faster connections, new devices and new online applications have all helped to change the way people work, socialise and shop.

      It is now easier than ever for businesses to:

      • directly target customers with marketing campaigns
      • promote new products or services
      • build brand awareness
      • personally interact with existing and potential customers
      • measure referrals from your social media activity to sales

      Social media can be a cheap and effective way of starting a marketing campaign, with a big impact possible from minimal investment. Your social media strategy should contain a smart mix of engaging content and a friendly and responsive 'persona' that can grow a focused community which is interested in your product/service/brand and can recommend your business to others. 

      Social media should be incorporated into your public relations (PR) strategy. PR means getting people to talk and think about your business in a positive way. Social media provides a platform for your customers to talk with each other. How you manage that platform and engage with what your customers are saying is an important part of your PR strategy. 

      Social media challenges for business

      There are so many social media tools and platforms it can be hard to know where to begin. For small businesses the key issue is resource - if you don't have someone able to manage a social media campaign, it can be a drain on your time and a potential distraction from your core business. Some of the main challenges to consider are:

      • What do you hope to achieve by using social media?
      • How much time you can devote to social media?
      • What are the most effective platforms to use?
      • What are you trying to achieve for your business?

      While social media gives you the chance to build brand awareness and customer loyalty, there are also dangers in participating in a public conversation forum. You need to have a clear idea of how to handle negative feedback about your business. You need to ensure that what you post and how you interact with people presents a professional image to the world. Writing down a set of rules for how you will manage social media can help you to steer through the challenges - see how to develop a social media strategy.

      It's important to consider the legal implications and best practice using social media in order to avoid problems.

      Business use of social media has also raised customer expectations. They now expect immediacy in their online interactions - where content is regularly updated and any comments they make are quickly replied to. You should consider how these expectations will be managed.

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    • Social media and search engine optimisation (SEO)

      Understand how to get started with social media search engine optimisation (SEO) and how it can benefit your business.

      Consumers use social media search functions as their go-to source for finding information on local businesses, including recommendations and reviews, instead of using traditional search engines like Google or Bing.

      The growth in social media search presents new opportunities for businesses and the need to develop their social media search engine optimisation (SEO) tactics.

      You should start optimising your social media profile and content to be discovered in social media search functions.

      What is social SEO?

      The practice of social SEO follows the same idea as traditional SEO - it helps get your content seen, grow your following and reach new customers. Understanding how traditional SEO works will help you develop your social SEO strategy.

      Get started with social SEO

      Optimise your social media profile 

      Include keywords in your social media bio, about section and description to help optimise your profile. Adding your business address to your profile and tagging your location will help boost your visibility on search results pages.

      Customise your URL

      When you create a Facebook or LinkedIn page for your business it will be given a generic URL. You should customise this URL to reflect your business’s name or include keywords relevant to your business area.

      Include keywords in your content 

      Adding relevant keywords to your social media content and hashtags including captions on videos will help content appear on social media search results pages.

      See developing an SEO keyword strategy.

      Make visual content accessible 

      Adding alt text and subtitles with keywords to visual content is not only good practice for accessibility, but it also helps social media platforms understand the content topic. This will also make it easier for people browsing social media platforms to find your content.

      Engage with your audience

      Social media channels allow two-way communication between businesses and their customers. Engaging with your community will help increase your social media profiles' visibility.

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    • Develop a social media strategy

      Social media can help your business reach customers, sell products and manage customer enquiries, to make the most of it you should take a strategic approach.

      Social media can help some businesses achieve their objectives, eg marketing their services, driving sales and interacting with customers. Planning ahead can help you make the most of this opportunity. Before you start using social media, you should think strategically about what you hope to achieve and if you have the resources to manage it properly. 

      Your social media strategy should be in line with your overall marketing strategy and plan. See the following guides:

      Social media goals

      If you can devote the time to managing a social media channel, you need to define your goals. Examples of goals include:

      • driving sales
      • product promotion
      • recruitment
      • brand awareness
      • customer service
      • building your industry reputation
      • forming relationships and networks
      • managing enquiries

      Ensure your social media goals are related to the overall aims of the business and wider marketing strategy.

      Once you have decided what your main goals are, you should set measurable objectives. Your objectives should be SMART - specific, measurable, achievable, realistic and timed. For example, if your main goal is to drive new sales, you might set an objective to generate 20 new sales leads per month.  

      Plan your social media activity

      Once your objectives have been set, it is time to plan the activities that will help you achieve them. Your plan should include:

      • Social media channels: You don't need to be on every platform - decide which are best suited to your business and goals. For example, if you run a local consumer business like a shop or restaurant, Facebook may help you reach your audience. A larger company interested in using social media for recruitment could consider LinkedIn. See social media platforms.
      • Content: Build a plan for the content you will post. This could include a mix images, links to blog articles, videos or infographics. Think about what will interest, entertain or be useful to your audience. Use a mix of this engaging content alongside more sale-focused content about products or deals. see content marketing.
      • Resources: Decide who will manage your social media channels - including creating content and reacting to comments. Ensure the team or individual has the right skills and enough time. Consider if training is needed. If you decide to use paid promotion, allocate a realistic budget. 

      Measure your impact

      Once you are up and running, it's important to monitor how effective your time on social media is. There are lots of free and paid tools available to track your social media activity and measure its impact.

      If your goal is driving sales then monitoring referrals from social media channels is important. Brand awareness and promotion might be measured through the level of interactions, or traffic driven to your website. 

      Monitoring the engagement and reactions on your social media posts will help you plan future content based on what is successful.

      See measuring social media campaigns. 

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    • Crowdsourcing on social media

      Benefit from using your social media presence to contribute innovative ideas and solutions to your company's problems through crowdsourcing and open innovation.

      Social media can be an excellent way to reach out to both existing and potential customers and take advantage of their creativity. There are two ways to involve your network in developing new products and services:

      • Crowdsourcing - asking your network to share solutions to a particular problem your company is experiencing, either on their own or in groups. The community collects, develops and ranks the contributions to reveal the strongest performers.
      • Open innovation - allowing people to submit their own competitive ideas and inventions for your company to harness.

      Advantages of using social media for innovation

      With so many minds able to network together, crowdsourcing and open innovation allow people to work together on a massive scale. By involving your online contact network, you can benefit from:

      • the wisdom and creativity of people outside your own workforce
      • the increased likelihood of people picking up on and developing innovative ideas that might otherwise go unrecognised
      • the outside perspective of customers - and potential customers - who may see issues and opportunities you're unaware of
      • increased customer loyalty and brand advocacy that comes from having a say in your company's offer
      • lower costs when developing new products or enhancements, and more certain market success for them

      Disadvantages of using social media for innovation

      Some potential drawbacks include:

      • a lack of long-term motivation from participants
      • a lack of written contracts, non-disclosure agreements or employee agreements
      • difficulties managing a large-scale project and maintaining a working relationship with crowdsourced workers

      For crowdsourcing to be truly effective, you will need to reward the people who make a difference to your profitability - for example, by giving prizes or simply crediting work. Beware of causing discontent by failing to recognise the efforts of contributors.

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    • Ten tips for using social media

      Some tips to help make your social network work for you, including choosing the right platform, planning and measuring performance.

      More and more businesses are turning to social media channels, including Twitter and Facebook, to attract sales, engage with customers and build brand awareness. You will need time and effort, in addition to a strategy and a plan, to successfully achieve your end goal.

      Here are some tips to help make your social media work for you.

      1. Choose your platform wisely

      Before setting up a profile you should research the platform. Spend time finding out: who is using it; why they are using it; and how they are using it. You don't need to use every social media platform. choose platforms that are in-line with your marketing goals and target audience. 

      See the following guides: 

      2. Plan, plan, plan

      Develop a plan for how you intend to use social media. This should include who will be responsible for managing the platform. Will this be one person or a team of people? Think about how often you will post content and what type of information you will share.

      3. Measure performance

      As with any business activity it's important to evaluate your performance to know how you can improve. How social media success is measured can vary from business to business and depends on the target you set, but could include:

      • increased sales
      • improved customer service - eg reduced waiting times for assistance, complaints, or reasons customers have complained
      • increased website traffic
      • customer engagement with your account - eg on Twitter you could measure how many retweets and interactions you receive

      See measuring social media campaigns.

      4. Let others know

      You can raise awareness of your social media presence by including links to your account in email signatures, on business cards, on invoices and your company website. Many businesses also highlight their social media presence on printed literature and marketing materials.

      5. Look professional

      Most social media platforms allow you to personalise your business profile. This may include the addition of a picture and company details. Your profile on social media is a good way to communicate your brand. Give thought to any images you use, and if necessary get help from a graphic designer. Ensure your company details are error-free. Write a description that effectively communicates your business message.

      6. Add value for your customers

      Added value will grow your following no matter what channel you choose. This could include things like running competitions exclusive to social media, offering discounts or sharing specialist advice or information relating to your industry. See content marketing.

      7. Be consistent

      If you commit to having a social media presence be consistent with your use of it. In most cases it's not good enough to post content one day and follow this up with a long period of inactivity. Social media is a communications platform and should be regularly updated in keeping with the etiquette for the particular platform.

      8. Find out what works for you

      When you use social media you will notice trends in what works in terms of engaging with your community. It could be types of posts, times of posts, tone of posts or all of the above. Identify what works best for you or for those in your industry. Develop your own strategy for using your social media. 

      Social media is continually evolving, new networks are appearing and new functionality is being introduced to networks. Adapt to changes and experiment with them to see how they can benefit your business.

      9. Different platforms need different content

      It might save time to update all your chosen platforms with the same content but remember that people could be engaged with you across all of your social media platforms. Some customers could get frustrated at seeing the same message repeatedly. Each social medias platform is different, so the message you send out through each should vary (even if only ever so slightly).

      10. Communicate with staff

      Make your staff aware of your social media presence and communicate with them on how each platform is intended to be used to benefit the business.

      Your employees are brand ambassadors and are often the people dealing with customers. It's important that such staff are aware of what social media platforms you are on. You should also highlight what customers may expect from their engagement with your business through social media.

      See use social media safely and manage employee use of social media.

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    • Social media best practice for business

      Managing social media in our business - The MAC (video)

      Find out how arts venue The MAC (Metropolitan Arts Centre) manages their social media – Media and Communications Officer Ciaran Corr shares his experiences

      The MAC (Metropolitan Arts Centre) is Belfast's newest arts venue. Ciaran Corr, Media and Communications Officer from The MAC, talks about how social media is managed in their business.

      The MAC has four social media channels, which they use to communicate with different audience groups. Ciaran explains how they do this. He also highlights how the MAC recruits staff through social media, and discusses how they developed social media policy/guidelines to match their brand.

      Case Study
      Ciaran Corr
      Content category
      Sales and marketing

      Source URL

      /content/managing-social-media-our-business-mac-video

      Links

    Part of My New Business

    Running your business checklist

    Show all

    How to ensure your online sales promotions are compliant

    In this guide:

    • The different online selling regulations

      The legal position and the relevant legislation to consider when selling online, including data protection, consumer protection and electronic commerce

      If you are selling online, there is legislation you need to be familiar with. These are designed to ensure customers' personal data is kept secure, goods and services meet quality and suitability standards and online contracts are legally binding.

      The Data Protection Act 2018 regulates how you use and protect personal information about living people, eg in customer records. The Act affects the information that you have on computer as well as any paper-based records. To comply with the rules you need to comply with the entirety of the Act, particularly with the following six data protection principles. These require that:

      • the processing of personal data must be lawful and fair
      • the purpose for which personal data is collected must be specified, explicit and legitimate, and not be processed in a manner that is incompatible with the purpose for which it was collected
      • personal data processed must be adequate, relevant and not excessive
      • personal data processed must be accurate and, where necessary, kept up to date
      • personal data processed must be kept for no longer than is necessary for the purpose for which it is being processed
      • personal data must be processed in a manner that ensures appropriate security of the personal data, using appropriate technical or organisational measures 

      In order to comply with the Act and the GDPR, you must ensure that you provide customers with certain information. This could be contained in a 'privacy notice'. See privacy notices under the GDPR. This privacy notice information should be provided to your customers at the point in time when they provide you with their personal information. It makes sense to do this when they make an online order or account.

      The Consumer Contracts Regulations require you to give your customers specified information before they place an order. You are also required to send the buyer an order confirmation and give them a 'cooling-off period' in which they can cancel their purchase if they wish.

      The E-commerce Regulations are designed to ensure online contracts are legally binding. They specify what information about your business and contract you must share with online customers and set out guidelines for advertising and promotions.

      If your business is a limited company or limited liability partnership (LLP), under the terms of the Companies Act 2006, your website must show:

      • the full name of the company or LLP
      • the registered office address of the company or LLP
      • the registered number of the company or LLP
      • the place of registration of the company or LLP
      • if the company is being wound up
      • the VAT number (if VAT registered)
      • membership details of any trade or professional association
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      • How to ensure your online sales promotions are compliant

        How you can make sure your online sales promotions are compliant and do not mislead consumers.

        If you sell goods, services or digital content online to consumers in the UK, you must ensure that your online sales promotions do not mislead consumers or give a false sense of a deadline. Such sales promotions are known as price reduction claims and urgency claims.

        What is a price reduction claim?

        A price reduction claim example includes using comparison prices to highlight a special offer - ‘now £80, was £150' - when the higher price does not reflect the usual price. In that instance, it can give a deceptive impression of the price advantage the consumer will benefit from if they buy now.

        Another example of misleading price promotion claims is omitting or hiding information consumers need to know upfront. A claim such as '50% off everything' on a website homepage and other advertising channels may fail to clearly state terms and conditions, such as spending a certain amount to qualify for the offer.

        What is an urgency claim?

        An urgency claim can be a countdown clock highlighting when a sale or special offer will finish. For example, ‘ends in 2 hours 10 minutes’, but when the time runs down, the promotion does not end.

        Another example of an urgency claim is to tell consumers stock levels are low - eg ‘only five items remaining' - when there is no stock shortage or new stock will be available soon. 

        Making your online sales promotions compliant

        You should review your online practices to ensure they meet the requirements of consumer protection law and make changes if needed. As part of your review, you should:

        • look at all online activities including advertising, website and apps
        • ensure anyone working on the claims for your online activity understands the legal requirements
        • keep records as evidence to verify the claims you make 
        • ensure price promotions are verified, special offer prices end when the promotion ends, and online advertising is correct

        If you sell products or services on an online marketplace, ensure the information you get from third party sellers is correct.

        Businesses that trade with individual consumers should also be aware of the Consumer Protection from Unfair Trading Regulations.

        Review examples and read the Competition and Markets Authority guidance on urgency and price reduction claims.

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      How to set up and run a podcast series

      In this guide:

      • What to consider before launching a podcast

        Identifying your podcast target audience, choosing a podcast name and how often you should release new episodes.

        Before you begin to plan your business podcast series, you need to find your ‘niche’, which includes choosing an overall theme. Think about whether you know enough about this theme so you can produce more than one episode that will focus on a topic within that theme.

        For example, your theme might be about digital marketing and each episode will deep-dive into a topic within this area, such as search engine optimisation, social media or email marketing. 

        Podcasting offers the opportunity to try different formats including solo, co-host, panel and storytelling. You should pick a format that will work best for your business.

        You need to consider what kind of content you think your audience and customer base will respond to and listen to.

        Who is your podcast target audience?

        It’s best practice to identify a particular group as your target audience instead of aiming to reach everyone. Good quality content targeted to a specific group of people will help you find your ‘voice’ and start growing your audience.

        Choosing a name for your podcast

        Your podcast name should be instantly recognisable to listeners searching for your theme. You can have a descriptive title or something clever and catchy, but ensure it captures your product or service.

        How often should I release new episodes?

        There is no standard release schedule you should stick to. Many businesses release a new podcast episode daily, weekly or monthly. 

        However, it’s best practice to ensure your episodes are released regularly and at a particular time. Consider how much time and effort it will take to record each podcast episode and how resource intensive it will be before picking a release schedule.

        For example, you might want to record a podcast theme with ten episodes in one batch and release one per week or month. Planning your podcast this way will allow you to stick to a schedule and build a loyal audience.

        When considering if a podcast is right for your business, think about 'why’ you are choosing this channel, ‘what’ actions you want listeners to take and ‘how’ you will measure success. 

        Also, consider how using a podcast as a communications method will fit into your overall digital marketing strategy.

        How long should a podcast episode be?

        There is no ideal length - you should make each episode the length it needs to be. Developing a structure or rough script will help give you an understanding of the length and whether you need to cut some elements.

        When your podcast is up and running and gains momentum, you could consider polling your listeners to ask what they would prefer going forward.

        Each episode should also reflect how much time and resources you can invest in the recording and production. 

        Video podcast

        You can also consider recording a video podcast if you think this is right for your business and have products you wish to highlight. The video can be as complex or as simple as you want. You could record it live or simply add static images over the audio. 

        Creating a video podcast will give you social media content and can increase your online engagement.

        Also on this site
        Developing your digital marketing plan
        Retain and grow your customer base
        Create your marketing strategy
        Growth through technology
        Primary parent
        Digital marketing
        Content category
        Sales and marketing

        Source URL

        /content/what-consider-launching-podcast

        Links

      • Advantages and disadvantages of having a podcast

        Understand the pros of having a podcast for your business such as digital reach and the cons such as time and resources.

        Developing a podcast series for your business can help you reach and connect with your existing and potential customers. There are benefits to launching a podcast, as well as some challenges. 

        Benefits of having a podcast

        Some of the advantages of creating a podcast series for your business include:

        Expanding communications offering 

        A podcast provides a new, engaging way of getting your message out there. Introducing a podcast as a new communications method will position your business as forward-thinking and modern.

        Creative control over content

        Unlike some elements of other communications channels, you have full editorial control over the content if you do most of the recording and editing in-house.

        On-demand content

        Anyone located anywhere can listen to your podcast when it is convenient for them. This means you’re not relying on social media algorithms or news channels to get the content in front of customers.

        Building stakeholder relationships 

        Each episode you produce could take a different format. You could use a co-host or panel of stakeholders. This collaborative approach could strengthen relationships and help you gain new customers.

        Challenges of having a podcast

        While having a podcast for your business can deliver plenty of benefits, it’s important to be aware of the potential downsides, which include:

        Time and resources

        Creating a podcast can be time-consuming and resource intensive, so consider whether a podcast will deliver long-term or short-term benefits to your business. You may need to re-train or hire new staff if you need technical skills to manage editing and uploading content to streaming platforms.

        Cost

        There will be podcast set-up costs including buying the recording equipment, editing software and monthly fees to host your podcast. Ensure you have an adequate budget before committing to a podcast.

        Loss of interest

        Your podcast needs to have a ‘unique selling point’. It should offer listeners something different, so consider your target audience before launching a podcast series.

        Accessibility

        A podcast is not accessible to those with hearing impairment, so consider providing a podcast transcript to cater for this audience. If a transcript is not possible, you could consider communicating the message from the podcast through another communication method that is accessible to this audience. 

        Also on this site
        Retain and grow your customer base
        Social media
        Developing your digital marketing plan
        Primary parent
        Digital marketing
        Content category
        Sales and marketing

        Source URL

        /content/advantages-and-disadvantages-having-podcast

        Links

      • How to set up and run a podcast series

        What you need to consider before setting up and running a podcast for your business including buying the recording equipment.

        If you’ve decided that a podcast is right for your business and your digital marketing strategy, it’s time to get it to your listeners.

        Getting started with your podcast

        There are some steps you have to take to get started, including:

        Buying your podcast recording equipment

        Your equipment can be as expensive as your budget allows. Not all popular podcasts have the most high-level setup.

        Choosing your editing software

        The software you buy will help you edit your episode before publishing it. Podcast software ranges in price, and there are free options on the market.

        Creating artwork

        The cover photo that sits with your podcast is what users on streaming platforms see, so having a good brand image can help you increase your listeners.

        Choosing a hosting service

        Your podcast needs hosting somewhere so potential listeners can access it. You will find many hosting services to store your files, and you can then distribute your podcast to streaming platforms such as Spotify and Apple Podcasts.

        When you launch your podcast you should continue to market it across your other marketing platforms. Utilising these platforms you’ve already got a community on will help grow your podcast audience.

        Also on this site
        Social media
        Retain and grow your customer base
        Diversify your customer base to increase sales
        Primary parent
        Digital marketing
        Content category
        Sales and marketing

        Source URL

        /content/how-set-and-run-podcast-series

        Links

      Advantages and disadvantages of having a podcast

      In this guide:

      • What to consider before launching a podcast

        Identifying your podcast target audience, choosing a podcast name and how often you should release new episodes.

        Before you begin to plan your business podcast series, you need to find your ‘niche’, which includes choosing an overall theme. Think about whether you know enough about this theme so you can produce more than one episode that will focus on a topic within that theme.

        For example, your theme might be about digital marketing and each episode will deep-dive into a topic within this area, such as search engine optimisation, social media or email marketing. 

        Podcasting offers the opportunity to try different formats including solo, co-host, panel and storytelling. You should pick a format that will work best for your business.

        You need to consider what kind of content you think your audience and customer base will respond to and listen to.

        Who is your podcast target audience?

        It’s best practice to identify a particular group as your target audience instead of aiming to reach everyone. Good quality content targeted to a specific group of people will help you find your ‘voice’ and start growing your audience.

        Choosing a name for your podcast

        Your podcast name should be instantly recognisable to listeners searching for your theme. You can have a descriptive title or something clever and catchy, but ensure it captures your product or service.

        How often should I release new episodes?

        There is no standard release schedule you should stick to. Many businesses release a new podcast episode daily, weekly or monthly. 

        However, it’s best practice to ensure your episodes are released regularly and at a particular time. Consider how much time and effort it will take to record each podcast episode and how resource intensive it will be before picking a release schedule.

        For example, you might want to record a podcast theme with ten episodes in one batch and release one per week or month. Planning your podcast this way will allow you to stick to a schedule and build a loyal audience.

        When considering if a podcast is right for your business, think about 'why’ you are choosing this channel, ‘what’ actions you want listeners to take and ‘how’ you will measure success. 

        Also, consider how using a podcast as a communications method will fit into your overall digital marketing strategy.

        How long should a podcast episode be?

        There is no ideal length - you should make each episode the length it needs to be. Developing a structure or rough script will help give you an understanding of the length and whether you need to cut some elements.

        When your podcast is up and running and gains momentum, you could consider polling your listeners to ask what they would prefer going forward.

        Each episode should also reflect how much time and resources you can invest in the recording and production. 

        Video podcast

        You can also consider recording a video podcast if you think this is right for your business and have products you wish to highlight. The video can be as complex or as simple as you want. You could record it live or simply add static images over the audio. 

        Creating a video podcast will give you social media content and can increase your online engagement.

        Also on this site
        Developing your digital marketing plan
        Retain and grow your customer base
        Create your marketing strategy
        Growth through technology
        Primary parent
        Digital marketing
        Content category
        Sales and marketing

        Source URL

        /content/what-consider-launching-podcast

        Links

      • Advantages and disadvantages of having a podcast

        Understand the pros of having a podcast for your business such as digital reach and the cons such as time and resources.

        Developing a podcast series for your business can help you reach and connect with your existing and potential customers. There are benefits to launching a podcast, as well as some challenges. 

        Benefits of having a podcast

        Some of the advantages of creating a podcast series for your business include:

        Expanding communications offering 

        A podcast provides a new, engaging way of getting your message out there. Introducing a podcast as a new communications method will position your business as forward-thinking and modern.

        Creative control over content

        Unlike some elements of other communications channels, you have full editorial control over the content if you do most of the recording and editing in-house.

        On-demand content

        Anyone located anywhere can listen to your podcast when it is convenient for them. This means you’re not relying on social media algorithms or news channels to get the content in front of customers.

        Building stakeholder relationships 

        Each episode you produce could take a different format. You could use a co-host or panel of stakeholders. This collaborative approach could strengthen relationships and help you gain new customers.

        Challenges of having a podcast

        While having a podcast for your business can deliver plenty of benefits, it’s important to be aware of the potential downsides, which include:

        Time and resources

        Creating a podcast can be time-consuming and resource intensive, so consider whether a podcast will deliver long-term or short-term benefits to your business. You may need to re-train or hire new staff if you need technical skills to manage editing and uploading content to streaming platforms.

        Cost

        There will be podcast set-up costs including buying the recording equipment, editing software and monthly fees to host your podcast. Ensure you have an adequate budget before committing to a podcast.

        Loss of interest

        Your podcast needs to have a ‘unique selling point’. It should offer listeners something different, so consider your target audience before launching a podcast series.

        Accessibility

        A podcast is not accessible to those with hearing impairment, so consider providing a podcast transcript to cater for this audience. If a transcript is not possible, you could consider communicating the message from the podcast through another communication method that is accessible to this audience. 

        Also on this site
        Retain and grow your customer base
        Social media
        Developing your digital marketing plan
        Primary parent
        Digital marketing
        Content category
        Sales and marketing

        Source URL

        /content/advantages-and-disadvantages-having-podcast

        Links

      • How to set up and run a podcast series

        What you need to consider before setting up and running a podcast for your business including buying the recording equipment.

        If you’ve decided that a podcast is right for your business and your digital marketing strategy, it’s time to get it to your listeners.

        Getting started with your podcast

        There are some steps you have to take to get started, including:

        Buying your podcast recording equipment

        Your equipment can be as expensive as your budget allows. Not all popular podcasts have the most high-level setup.

        Choosing your editing software

        The software you buy will help you edit your episode before publishing it. Podcast software ranges in price, and there are free options on the market.

        Creating artwork

        The cover photo that sits with your podcast is what users on streaming platforms see, so having a good brand image can help you increase your listeners.

        Choosing a hosting service

        Your podcast needs hosting somewhere so potential listeners can access it. You will find many hosting services to store your files, and you can then distribute your podcast to streaming platforms such as Spotify and Apple Podcasts.

        When you launch your podcast you should continue to market it across your other marketing platforms. Utilising these platforms you’ve already got a community on will help grow your podcast audience.

        Also on this site
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        Retain and grow your customer base
        Diversify your customer base to increase sales
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      What to consider before launching a podcast

      In this guide:

      • What to consider before launching a podcast

        Identifying your podcast target audience, choosing a podcast name and how often you should release new episodes.

        Before you begin to plan your business podcast series, you need to find your ‘niche’, which includes choosing an overall theme. Think about whether you know enough about this theme so you can produce more than one episode that will focus on a topic within that theme.

        For example, your theme might be about digital marketing and each episode will deep-dive into a topic within this area, such as search engine optimisation, social media or email marketing. 

        Podcasting offers the opportunity to try different formats including solo, co-host, panel and storytelling. You should pick a format that will work best for your business.

        You need to consider what kind of content you think your audience and customer base will respond to and listen to.

        Who is your podcast target audience?

        It’s best practice to identify a particular group as your target audience instead of aiming to reach everyone. Good quality content targeted to a specific group of people will help you find your ‘voice’ and start growing your audience.

        Choosing a name for your podcast

        Your podcast name should be instantly recognisable to listeners searching for your theme. You can have a descriptive title or something clever and catchy, but ensure it captures your product or service.

        How often should I release new episodes?

        There is no standard release schedule you should stick to. Many businesses release a new podcast episode daily, weekly or monthly. 

        However, it’s best practice to ensure your episodes are released regularly and at a particular time. Consider how much time and effort it will take to record each podcast episode and how resource intensive it will be before picking a release schedule.

        For example, you might want to record a podcast theme with ten episodes in one batch and release one per week or month. Planning your podcast this way will allow you to stick to a schedule and build a loyal audience.

        When considering if a podcast is right for your business, think about 'why’ you are choosing this channel, ‘what’ actions you want listeners to take and ‘how’ you will measure success. 

        Also, consider how using a podcast as a communications method will fit into your overall digital marketing strategy.

        How long should a podcast episode be?

        There is no ideal length - you should make each episode the length it needs to be. Developing a structure or rough script will help give you an understanding of the length and whether you need to cut some elements.

        When your podcast is up and running and gains momentum, you could consider polling your listeners to ask what they would prefer going forward.

        Each episode should also reflect how much time and resources you can invest in the recording and production. 

        Video podcast

        You can also consider recording a video podcast if you think this is right for your business and have products you wish to highlight. The video can be as complex or as simple as you want. You could record it live or simply add static images over the audio. 

        Creating a video podcast will give you social media content and can increase your online engagement.

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        Create your marketing strategy
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      • Advantages and disadvantages of having a podcast

        Understand the pros of having a podcast for your business such as digital reach and the cons such as time and resources.

        Developing a podcast series for your business can help you reach and connect with your existing and potential customers. There are benefits to launching a podcast, as well as some challenges. 

        Benefits of having a podcast

        Some of the advantages of creating a podcast series for your business include:

        Expanding communications offering 

        A podcast provides a new, engaging way of getting your message out there. Introducing a podcast as a new communications method will position your business as forward-thinking and modern.

        Creative control over content

        Unlike some elements of other communications channels, you have full editorial control over the content if you do most of the recording and editing in-house.

        On-demand content

        Anyone located anywhere can listen to your podcast when it is convenient for them. This means you’re not relying on social media algorithms or news channels to get the content in front of customers.

        Building stakeholder relationships 

        Each episode you produce could take a different format. You could use a co-host or panel of stakeholders. This collaborative approach could strengthen relationships and help you gain new customers.

        Challenges of having a podcast

        While having a podcast for your business can deliver plenty of benefits, it’s important to be aware of the potential downsides, which include:

        Time and resources

        Creating a podcast can be time-consuming and resource intensive, so consider whether a podcast will deliver long-term or short-term benefits to your business. You may need to re-train or hire new staff if you need technical skills to manage editing and uploading content to streaming platforms.

        Cost

        There will be podcast set-up costs including buying the recording equipment, editing software and monthly fees to host your podcast. Ensure you have an adequate budget before committing to a podcast.

        Loss of interest

        Your podcast needs to have a ‘unique selling point’. It should offer listeners something different, so consider your target audience before launching a podcast series.

        Accessibility

        A podcast is not accessible to those with hearing impairment, so consider providing a podcast transcript to cater for this audience. If a transcript is not possible, you could consider communicating the message from the podcast through another communication method that is accessible to this audience. 

        Also on this site
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        Social media
        Developing your digital marketing plan
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        Digital marketing
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        Source URL

        /content/advantages-and-disadvantages-having-podcast

        Links

      • How to set up and run a podcast series

        What you need to consider before setting up and running a podcast for your business including buying the recording equipment.

        If you’ve decided that a podcast is right for your business and your digital marketing strategy, it’s time to get it to your listeners.

        Getting started with your podcast

        There are some steps you have to take to get started, including:

        Buying your podcast recording equipment

        Your equipment can be as expensive as your budget allows. Not all popular podcasts have the most high-level setup.

        Choosing your editing software

        The software you buy will help you edit your episode before publishing it. Podcast software ranges in price, and there are free options on the market.

        Creating artwork

        The cover photo that sits with your podcast is what users on streaming platforms see, so having a good brand image can help you increase your listeners.

        Choosing a hosting service

        Your podcast needs hosting somewhere so potential listeners can access it. You will find many hosting services to store your files, and you can then distribute your podcast to streaming platforms such as Spotify and Apple Podcasts.

        When you launch your podcast you should continue to market it across your other marketing platforms. Utilising these platforms you’ve already got a community on will help grow your podcast audience.

        Also on this site
        Social media
        Retain and grow your customer base
        Diversify your customer base to increase sales
        Primary parent
        Digital marketing
        Content category
        Sales and marketing

        Source URL

        /content/how-set-and-run-podcast-series

        Links

      Understanding social value in public procurement

      In this guide:

      • Public sector opportunities in Northern Ireland

        Northern Ireland public sector tendering requirements for goods and services and how to access contracts.

        The Northern Ireland public sector spends more than £2 billion each year buying goods, services and construction work. Local businesses in Northern Ireland can compete to become government suppliers.

        Public sector bodies need to buy goods, services and expertise in the same way as any organisation does. Successful public sector tendering means that you will have a long-standing, stable customer who must pay their bills within the agreed credit period.

        Some of the areas that public sector organisations spend the most money on each year include:

        • construction work
        • maintenance of government properties
        • medical equipment and supplies
        • energy (eg electricity, gas, oil)
        • facilities management
        • IT hardware, software and services
        • office furniture and equipment

        Individual government departments and public sector bodies also buy specific skills and services relevant to their function. For example healthcare equipment and professional services will be purchased by the Department of Health.

        Understanding your potential customers

        It's a good idea to familiarise yourself with the nine Northern Ireland government departments and what they do, particularly if you offer specialist goods or services.

        The government also has a number of executive agencies linked to departments.

        Across Northern Ireland district councils also use tender competitions to buy products and services.

        There are also a number of non-departmental and cross-border public sector bodies that offer contracts to buy goods and services from local firms.

        Public sector organisations make their buying decisions based on strict rules and procedures.

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        Construction & Procurement Delivery
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        Public sector tendering
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      • Find out about public sector contracts in Northern Ireland

        Find Northern Ireland public sector tenders and more contracts across the EU.

        Public sector contracts range from small contracts for local products and services (under £30k) right up to multi-million-pound projects which are advertised across the European Union (EU).

        Northern Ireland government contracts under £30,000 in value

        Public sector bodies in Northern Ireland often need to buy a product, service or work that is under £30,000 in value. The usual process is to seek quotations from several potential suppliers and compare the quotations to ensure the organisation gets the 'best value for money'.

        Some organisations will use Constructionline, or eTendersNI to identify potential suppliers to contact for quotations, based on the categories suppliers have aligned themselves to. Other organisations, particularly local councils, may have 'select lists' of contractors they use regularly. Contact your local council if you wish to be added to a list.

        Alternatively, particularly if a low-value product or service is needed, the organisation may search online to find a supplier or visit a local retailer. If you wish to do business with the public sector for low-value contracts, be prepared to offer a competitive written quotation.

        Northern Ireland government contracts over £30,000 in value

        Public sector opportunities over £30,000 in value are advertised online, and suppliers are invited to submit tenders to compete for the contract.

        In Northern Ireland, the Construction & Procurement Delivery (CPD) carries out procurements of over £30,000 for government departments, agencies and arms-length bodies.

        In addition, six other Centres of Procurement Expertise focus on specific sectors of central government procurement: education, health supplies, housing, roads, transport and water.

        Local government tenders 

        At a local government level, each local council carries out procurements for their organisation. Find your local council in Northern Ireland.

        Most local councils use the eTendersNI portal to advertise their tenders and award contracts. Details of tender opportunities for councils not using eTendersNI can be found on their websites:

        eSourcing NI is an electronic tendering site the highlighting opportunities from the Northern Ireland public sector and regulated contracting authorities

        With eTendersNI you can personalise your supplier profile to select categories of goods, services or works that your organisation can provide, and then receive an automatic email alert from eTendersNI when a relevant tender is published.

        Procurement pipelines - Northern Ireland

        Early visibility of government projects is helpful for suppliers interested in selling to government. Before opportunities are advertised on eTendersNI, public sector organisations are already preparing to deliver large projects and services - sometimes months or years in advance.

        To help suppliers prepare for major tenders, procurement pipeline information is available.

        You can view procurement pipeline information for:

        Tenders advertised across the EU

        Public sector tendering in every EU member state is subject to procurement directives, designed to ensure the free movement of goods, services and works.

        Procurement thresholds have been agreed across EU member states - any NI public sector opportunities valued above these thresholds must be advertised in the Official Journal of the European Union (OJEU) in addition to eTendersNI.

        This means that you could be competing against suppliers from other European countries for a Northern Ireland public sector tender - but typically more than two thirds of contracts are awarded to suppliers in Northern Ireland.

        Local and specialist press

        Tenders are mostly advertised online but it is worth keeping an eye in local newspapers, trade magazines and websites, as sometimes contractors working on large public sector contracts use these to advertise sub-contracting opportunities. Some councils advertise in local newspapers.

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        Construction & Procurement Delivery
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        CPD public sector tendering guidance
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      • The tender process in Northern Ireland

        The Northern Ireland public sector tendering process and Construction & Procurement Delivery (CPD).

        Once you have seen notification of a Northern Ireland public sector tender you may be interested in, you should read the tender information carefully and follow the instructions issued on how to proceed.

        Pre-qualification

        There may be a number of pre-qualification stages that you may be asked to go through before being invited to submit your tender. Information on your current financial position, previous experience and references will be sought. All responses are evaluated and will form the basis for deciding whether you will go through to the next stage.

        Submitting the tender

        The tender is your opportunity to show that you are the best supplier for the job. The public sector looks for best value for money - a combination of cost and the optimum ability to meet the contract's requirements. You should complete the tender documentation carefully, making sure you prove that you can provide this 'best value' and show how you would intend to do it.

        You may also be required to prove that you meet quality assurance and social value standards.

        Contractual arrangements

        Most Northern Ireland government contracts are based on standard contract documents, covering one-off purchases to long-term agreements. 'Call off contracts' allow orders to be placed with you for a defined time. 'Framework arrangements' allow organisations who have met the standards in a tendering process to be called upon without a new tendering process each time. Framework arrangements are typically in place for a specific period, usually three years. Contracts can be extended for a further two years. 

        For more information about the tendering process and advice on boosting your chances of success, read prepare your business to tender for contracts. The rules covering tenders can be complex. See Northern Ireland public sector contract rules.

        Construction & Procurement Delivery

        In Northern Ireland, Construction & Procurement Delivery (CPD) has responsibility for the public procurement policy.

        This policy is designed to ensure all tendering processes are:

        • accountable
        • competitive
        • consistent
        • effective
        • fair and free of discrimination
        • legal
        • transparent
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      • Northern Ireland public sector contract rules

        How EU rules govern how Northern Ireland public sector contracts are advertised and processed.

        The way in which Northern Ireland public sector contracts, over certain values, are awarded is governed by EU-wide rules.

        EU regulations

        In general terms, public sector organisations must put out to tender contracts for products or services that are valued at more than £111,676 and works that are valued at £4,322,012 or more. However, there are higher thresholds for some government bodies.

        Set procedures

        Contracts over the thresholds can only be awarded by using one of four set procedures.

        The four different set procedures

        Open procedure

        With the open procedure, a contract is advertised and all interested parties are asked to return tenders by a set date. District councils often use this procedure.

        Restricted procedure

        The restricted procedure is a two-stage process. At the first stage the contract is advertised in the Official Journal of the European Communities (OJEC) and interested suppliers are asked to express an interest in the contract. The public sector body then shortlists successful parties to submit tenders.

        Competitive dialogue procedure

        The competitive dialogue procedure allows the buying organisation to enter negotiation with bidders following advertising their requirements in the OJEC and carrying out a selection process. This procedure is used to help buyers define the details of their requirements.

        Negotiated procedure

        The negotiated procedure is also a two-stage process but can only be used in very limited circumstances. At the second stage the public sector body can enter contract negotiations with one or more suppliers.

        Special rules

        There are also a number of special rules for EU public sector procurement. These cover areas such as centralised purchasing bodies, electronic systems for regularly purchased items and special contract rules for businesses where more than half of the workforce comprises people with disabilities.

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      • Understanding social value in public procurement

        What social value is in public sector procurement, how you demonstrate it in a tender submission and resources available to assist your business.

        When you are bidding for a public sector procurement contract you need to demonstrate how you are delivering on social value initiatives related to the contract. The social value element makes up a minimum of 10% of the award criteria along with price and quality. 

        The social value award criteria applies to:

        • services contract tenders worth over £138,760 
        • construction contract tenders worth over £5.3m

        The public sector organisation will specify in the tender documentation what area of social value you need to demonstrate. There are four themed areas including: 

        • increasing secure employment and skills
        • building ethical and resilient supply chains
        • delivering zero carbon
        • promoting well-being

        In addition to demonstrating one or more of these themes, you must also pay staff who are working on the contract at least the National Living Wage to meet all public sector tender requirements.

        How to demonstrate social value in your tender submission

        Demonstrating social value in your tender application will vary depending on the type of contract you are bidding for.

        View more specific guidance for your business type for example IT, construction or services.

        Tips for demonstrating social value

        Before applying for a contract, you should:

        • research the organisation that has advertised the tender opportunity to understand the social value requirements
        • clearly outline what you will do, how you will do it and the organisations (if any) you will work with to achieve the criteria
        • be specific and relevant to ensure you meet all requirements to get the most marks
        • not submit general corporate social responsibility policies
        • be realistic and only make commitments you can deliver on

        What is social value?

        Social value maximises social, economic and environmental benefits throughout the public procurement process.

        It promotes the well-being of individuals, communities and the environment and rewards companies that think socially and innovatively for the common good.

        What is a broker?

        Brokers are organisations in Northern Ireland that already work with people and communities on social value themes.

        There is an interactive database to help connect you to brokers to find solutions to deliver the social value requirements of the tender theme.

        The initiatives should be proportionate to the value of the contract you are applying for and must be activities that you would have not done if you were not awarded the contract.

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