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What is marketing?

Business marketing

It covers where to start, what you need to think about and how to put your plans into action.


Marketing is how you get potential customers interested in your products /or services. It’s about reaching potential customers, converting them to paying customers and keeping them for life.

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Why do I need to do marketing?

Effective marketing gives customers a reason to buy from you – better prices, friendlier service, a better brand.

Rest assured, marketing isn’t necessarily about spending a fortune, but it is there to help you get the most from your business. To do this, you first need to decide exactly what it is you want to achieve – your objectives or goals, and create a plan of how you intend to do it. These could be one of many things, such as “I’d like to grow sales from x to y in the next 12 months”.

Where do I start?

A Barclays Business Manager can introduce you to a local marketing expert for a free consultation to help you set your objectives and set clear steps that you need to take. We also offer free, interactive Let's Talk Marketing seminars throughout the country, giving you the chance to pick up top tips and network with other businesses.

Don’t be put off by the thought of doing a marketing plan. It’s simply a road map of what you want to do and how you’re going to get there. There are tools around to take you step by step through developing your marketing plan – like Barclays Business Essentials or Barclays Download the latest edition business software packages.

What should my marketing plan include?

A successful marketing plan to grow your business should cover the ‘Four P’s’: the Product(s) you will offer, the Price you will charge, where you’ll offer them from (Place) and how you will Promote them. A marketing plan isn’t written in stone and will need to change as opportunities or challenges occur as you move your plans into action.

It will need to reflect:

  • The current market, your competition, prospective customers and the product or service you’re providing
  • Your objectives – what you want your business to do, how big you want it to be and how much profit you expect to make
  • Which customers you will target (and why)
  • The resources you’ll put into it (money time and specialist skills)
  • The actions needed to obtain your objectives
  • How you’ll monitor your results
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