When it comes to advertising a company or business, it is often split in to two groups – online and offline. Online marketing is promoting your business through the internet. This may be purely through your own website or by advertising on other sites and directories. There is also the option to advertise on the search engines (often called pay per click) where essentially you create an advert, chose it to show to an area for selected search terms and pay each time someone clicks on your ad and visit your website. The great thing with online marketing is how measurable it is. With the help of analytics software you can analyse the traffic in depth.

Offline marketing can include brochure / leaflet dropping, newspapers / radio adverts, trade shows or events and cold calling. When considering offline marketing you need to try and find a way to track how effective it is. Often people give out promo codes on different material to allow them to record how many enquiries or sales they get through a certain marketing avenue.