Bootstrapping Effective Digital: 3 Quick Steps

E-Marketing for Brands Series 

The most effective tool to maximize growth for small businesses is to employ a solid digital marketing strategy as soon as the budget is readily available. 

This helps maximize ROI (return on investment) on all levels of business development and integrated marketing. A solid digital strategy across a few channels will go leaps and bounds further than an ambiguous plan spread thin across multiple. 

For smaller retailers and brands, this marketing approach may not necessarily mean large advertisement campaigns, critical search engine optimization, or large-scale direct mail marketing. 

Instead, we as digital marketers can employ cheaper and more acute tools and systems, in the early stages of growth. These include email marketing campaigns, social media, and content marketing.

The tools we cover will help drive revenue, reinforce the bottom line, provide exposure to your product or service, and elicit prospective business in ways previously out of reach.

These digital strategies can help boost sales, maintain necessary optics with your customers and employ the modern tools necessary to keep up with the pack in 2021.

Email Marketing  

One of the best strategies and oldest in the book is a simple yet powerful email marketing campaign. Email is no doubt one of the most popular digital marketing channels with over 69% of small businesses choosing to use this format

Email campaigns are crucial to establishing rapport with existing clientele and help funnel new customers learning about you. 

Newsletters, companyupdates, promotional material, cross-channel affiliation, and testimonials are all intimate and appropriate ways to connect with your customer base. 

Email is cost-effective and far-reaching. Customers check their emails daily and many of them have opted-in, if not previously opting out. This is valuable for marketers as these current customers are high in purchase intent and further along their “customer journey”. 

Social Media 

While it may not be the most rewarding at outset, and difficult to achieve sustainable ROI, social media is still the number one digital marketing strategy used by small businesses. 

While 77% of Americans report using Social Media, 83% of brands find themselves engaging in social media digital content

Brands can tone down the sales aspect and learn from their social media followers. Engaging and listening to their needs is a step in the right direction. 

While the media displayed on the social channel will reflect the type of business industry or product and service you provide. This can become a key point in developing transmissible content per channel that reflects your business and brand story. 

Is your brand visual? Instagram may be ideal. Does your company provide services? Maybe educational YouTube videos. 

Marketing managers can figure out where their customers spend the most time and focus their efforts on that channel. 

Content Marketing 

An auxiliary strategy to social media and email campaigns is content marketing. This can help specifically by compliment previous strategy elements and tying up loose ends around the desire and action of your customers.

Content marketing can reflect blog posts on your website, free educational material, stories that provide promotional information, or even free resources (infographics, articles, ebooks) via your email campaigns. 

The goal of content marketing pieces should focus on compelling customers further along the funnel into taking action. 

Therefore, it is key that content copy-write employ the use of call-to-action and clickable links that capture your customer. 

Brands can optimize content scheduling through the use of recycling or re-skinning aged marketing deliverables.


Email marketing, social media, and content marketing are strong anchors in digital marketing communications that will help integrate any small business. 

All of these strategies will intertwine with each other at one point or another along your customer’s journey down the sales funnel. 

The trick for us marketers is finding the optimal mix and blended strategy, for our target customer. Then using real-time data and analytics, marketing managers can reassess for future campaigns.

Where larger companies are more likely to employ digital strategy and tactics to compete with the best in the industry, smaller businesses will develop similar tactics to improve their customer’s awareness. 

Therefore it is a priority to understand your marketing team and the company’s overall objective in establishing a strong digital presence and strategy.

For a quick dig on presenting your data in an appropriate and engaging fashion, click here.