Essential guide to marketing

Welcome to our Essential guide to marketing

Marketing is absolutely essential to any successful business but learning how to do it effectively (and within a budget) is a vital skill for any new business owner to learn.

Across eleven chapters you’ll find helpful guidance on every aspect of marketing for a start-up - from how to come up with a marketing strategy to making the most of digital advertising.

On the go? Download your own copy of the Essential guide to marketing (.PDF, 2.56 MB)(Opens in new window).

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What is marketing?

Learn more about what marketing is and how it can benefit your business.

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How to conduct market research

Learn how to find your customers and understand what they want.

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Create your brand

Learn how to create an identity for your business that your customers will recognise and trust.

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Marketing channels

Discover the different channels a business can use to get its message to customers.

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Create a marketing plan

Learn how to plan your marketing efforts to maximise your budget.

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Setting up a website

Discover how to develop a website for your business, allowing you to reach your customers, and sell to them, online.

9 ways to enhance your start up’s social media presence

Social media marketing

Discover the ways that Start Ups like yours use social media to reach their customers.

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Email marketing

Discover ways to make the humble email your secret weapon in attracting customers to your business.

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Digital advertising

Discover the benefits of digital advertising and learn how to create cost-effective pay-per-click campaigns with services like Google Ads.

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Sustainable marketing: how to avoid greenwashing

Learn how to support the environmental claims of your business.

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Jargon buster

Discover the meaning of everyday marketing terms.

Our other free guides

Start-up to scale-up: a small business owner’s guide for growth

Understand the financial considerations of growing your business
Build a stronger financial foundation for sustainable growth
Explore strategies for scaling into new products, services and markets
Discover funding options and support for growing businesses
Get your business financially ready to seek funding
Strengthen financial controls and manage the costs of growth
Learn how to grow your customer base through focused marketing
Explore practical ways to use AI to improve efficiency and support growth

Download the guide (.PDF, 2.07 MB)

Fresh Start Guide

Explore whether self-employment could be right for you
Build your confidence and identify your skills
Understand the common costs of setting up a business
Develop your business idea and plan your finances
Learn how self-employment could affect your benefits
Get guidance on customers, suppliers and marketing
Discover useful technology, free tools and business support
Learn how to adapt to change and navigate your first six months in business

The essential guide to starting a business

Research your business idea and understand your potential market
Create a business strategy and develop your business plan
Understand different business structures and how to set up a limited company
Learn about business finances, funding options and tax
Get guidance on setting up and managing your supply chain
Learn how to market your business and reach customers
Discover how networking can help you build your business
Understand how to protect your business's intellectual property

Guide to business resilience - download

Back yourself – hear from our ambassadors on confidence tips for new founders
financial planning and resilience
funding options and guidance
focusing on customers
technology solutions
energy use solutions
supply chain solutions
making the best use of technology
recruiting and supporting staff
mental health and wellbeing

Download (.PDF, 23.4 MB)

Making business finance work for you - download

Designed to help businesses know what type of finance is right for them
Discover the types of finance you can use to start a business
Learn how finance can support your business growth
Understand how to consolidate debt or purchase a major asset
Read chapters on working capital, importing/exporting, R&D and more

Download (.PDF, 2.43 MB)

Essential Guide to PR

Crafting effective press releases
Working with journalists
Engaging customers with social media
Maximising your website

Social Media toolkit - download

Choosing the right social media platforms for your business
Creating a social media strategy
Techniques you can use to save time and money
Using social media advertising to build your business
How to monitor competitors on social media

Download (.PDF, 1.28 MB)