Let’s not sugar-coat it: marketing is vast.
Not just in terms of the number of agencies, freelancers, or platforms out there — but also in terms of the sheer volume of disciplines that sit under the marketing umbrella. From branding and websites to social media, SEO, PR, advertising, events, webinars, content creation and everything in between, it’s easy to feel overwhelmed. So, where on earth do you start?
The Short Answer? It Depends.
Every organisation is different. A startup in its first year will have different needs than an established business looking to scale. But there are core marketing fundamentals that every business should have in place — the non-negotiables.
These include:
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A strong brand identity (including a professional logo)
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A user-friendly, mobile-optimised website
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Business stationery (even if mostly digital)
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A simple, clear marketing brochure or downloadable asset
These aren’t just “nice-to-haves” — they are your shop window. They lay the groundwork for everything else. Think of them as your business’ marketing infrastructure — and yes, they’re worth investing in properly. You’re not just spending money, you’re investing in how your business is perceived and how confident people feel about engaging with you.
DIY vs. Professional Help: Know the Difference
It’s never been easier to “do marketing” yourself. There are logo generators, website builders, print-on-demand services — all cheap, fast and accessible. But should you?
Before you start pulling together a logo from clip art or choosing a template website, ask yourself: If I were a potential customer looking at this business, what would give me confidence to get in touch?
Marketing is about trust. Professionalism. Presentation. You wouldn’t build your own house, do your own tax return or cut your own hair if you wanted it done right — so why gamble with the first impression your business gives?
Choosing the Right Platforms: Less is More
It’s tempting to jump on every platform going. Twitter/X, Facebook, Instagram, LinkedIn, TikTok… but not all channels are right for all businesses.
Think strategically. Ask yourself:
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Where does my audience spend their time online?
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What am I trying to achieve on this platform?
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Do I have time and capacity to manage this consistently?
For example:
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LinkedIn is great for B2B networking and thought leadership.
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Facebook leans more towards community engagement and B2C.
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Instagram is ideal for visual content — interiors, products, lifestyle.
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Twitter/X works for quick updates and industry commentary, but requires consistency.
Resist the temptation to blast the same content across every channel. Instead, tailor your tone, messaging and visuals to the audience on each platform.
Finding the Right Marketing Partner
Here’s where things can get tricky. There are hundreds of agencies, freelancers and consultants out there — all offering different services, at different price points, with different levels of support. Some will sell you a one-off logo. Others will charge a premium for a full rebrand.
What you really want — particularly as a growing business — is a partner who can advise, coordinate and support all of your marketing efforts, not just individual elements. Someone who can act as a marketing custodian for your business. A team that understands your objectives, manages your resources smartly, and makes sure everything ties together.
Why? Because the logistics of managing multiple suppliers — one for the logo, one for the website, another for SEO, and so on — can be costly and chaotic. There’s rarely any joined-up thinking. And forget about economies of scale.
Final Thought
You don’t have to do it all at once. But you do need to make sure what you do put out there is consistent, professional and purposeful. Whether you’re just starting out, or need to tighten up your current marketing efforts, the key is to be strategic. Do the groundwork properly. Build from the right foundations.
At Bath Marketing Consultancy, we help organisations of all sizes make smart, realistic marketing decisions. Whether you need a one-off project or long-term guidance, we’re always happy to have a chat.
