The Tools That Every Small Business Should Have In Their Marketing Toolbox

Julie Starr • April 4, 2021



You will naturally succeed in attracting new clients and buyers, as well as bringing in and sustaining new business if you are ready and equipped with a good collection of marketing tools and essentials. If you invest some time in planning and implementing your marketing toolkit, you will realize that things happen much more organically, and that’s much more sustainable than artificially inflated business. Here are a few tools that we believe every small business should have in its marketing toolbox.

A clear budget and a plan

Having a strong marketing strategy in place will help you expand your company from strength to strength. It doesn’t have to be hundreds of pages long, but it should be straightforward and succinct, spelling out what you want to do, how you intend to do it, and when you want to reach realistic targets.  You can even use deep learning for marketing , which uses customer data to create a tailored marketing strategy for your business. Every brand is different, which means that marketing doesn’t work with a “one size fits all” approach. By using AI marketing systems, you won’t be implementing a general strategy, but one just as unique as your business and your customer base.

Once your marketing strategy is prepared, i t is also important that you share your strategy and vision with your team if you have one so that you are all on the same page. You should also ensure that you have a fair budget to work with. If your budget is minimal and static, there is no point in making a list of wishful thinking and fantasies. Note that marketing is one of, if not the, most critical aspects of the industry.

Quality and sustainable marketing resources

Whether you use business cards, car decals, blogs and websites, direct mail leaflets – they must be of good quality and look professional, conveying your company values and branding. If you pride yourself on being a sustainable and environmentally conscious company – which all businesses should be striving to do, SMS messaging is also something to think about. You can build customer relationships successfully thro0ugh SMS and FireText is the perfect company to help you.  We are all glued to our phones these days, so it is one way to reach a large audience quickly without adding to the pile of paper.  Branding should be consistent across them and accessible at all times – you never know when an excellent networking opportunity will present itself.

A clear elevator pitch

Throughout your business career, you will be asked repeatedly, ‘What do you do?’ Spending half an hour going into great detail about your company would most certainly bore the individual who has inquired. Instead, practice the elevator pitch. What would you say to this person if you were trapped in an elevator with them for a minute or less? Make it enjoyable, unforgettable, and interesting.

A great website

In today’s digital world, your website is likely to be the first thing people look for, so it is important that you give it the attention it needs. Use it to bring in new clients, but also to keep them coming back week after week, month after month, and to remind them why they want you to do business with in the first place. It will be many customers’ first point of contact with you, so keep it professional and respond to inquiries and technical problems as quickly as possible. 

By Julie Starr April 7, 2025
Every April 22nd, Earth Day reminds us of our shared responsibility to care for the planet. It’s a powerful moment for reflection, recognition, and renewed commitment to environmental stewardship. But for companies like Taiga, Earth Day is not just a day—it's a checkpoint in a journey that spans all 365 days of the year. Beyond the Day: The Power of Year-Round Storytelling While Earth Day is an excellent opportunity to spotlight your company's environmental efforts, the true impact lies in consistent, transparent communication about your sustainability strategy. Customers, investors, employees, and partners are increasingly interested in how companies plan, act, and improve over time. To build trust and inspire action, companies should: Share clear targets: What are your goals for emissions reduction, circularity, or biodiversity? Make them specific and time-bound. Report results honestly: Celebrate wins and be candid about setbacks. Progress, not perfection, is the story. Connect efforts to impact: Highlight how your initiatives benefit ecosystems, communities, or supply chains. Leveraging Earth Day as a Strategic Moment Think of Earth Day as a milestone that anchors your broader communications. Some ideas: Launch or preview new initiatives that reinforce your long-term strategy. Tell human stories: Showcase employees, community members, or suppliers contributing to sustainability. Host interactive events: Webinars, volunteer days, or innovation showcases invite people into the journey. Publish a sustainability snapshot: A visual, engaging recap of the past year's progress. Engaging Stakeholders Year-Round To keep the momentum going beyond April: Create a sustainability content calendar to share updates, behind-the-scenes looks, and educational content. Invite feedback: Use surveys or listening sessions to understand stakeholder priorities and ideas. Collaborate: Partner with NGOs, academics, or startups aligned with your mission. Recognize champions: Celebrate employees and partners who go above and beyond. Bringing It Together: A Continuous Narrative Earth Day is a valuable opportunity to raise awareness, but lasting impact comes from building a continuous narrative. At Taiga, we see sustainability not as a series of campaigns but as a shared journey with our stakeholders . When we connect the dots between moments like Earth Day and the year-round work behind the scenes, we not only deepen engagement—we accelerate change. So this Earth Day, let’s celebrate progress and recommit to transparency, collaboration, and bold action. The planet needs more than promises. It needs a plan. And it needs all of us.
By Julie Starr March 31, 2025
In the race to decarbonize our world, one area often overlooked is digital marketing. While it might seem inherently clean compared to print or physical campaigns, our online activities have a real and measurable environmental footprint. From servers powering your website to emails filling up inboxes, every click, stream, and scroll contributes to carbon emissions. At Taiga Company, we believe digital strategies can be powerful and low-impact. Here’s how to get started. Optimize for a Low-Carbon Web Why it matters: Websites and digital ads are hosted on servers that consume electricity, often powered by fossil fuels. Every time a user loads your site or ad, it uses energy. How to reduce your impact: Host green: Choose web hosts that use renewable energy or offset emissions. Clean up your code: Streamlined, efficient code reduces load times and energy use. Compress and reduce images: Smaller files mean faster pages and fewer emissions. Limit heavy media: Videos and animations are carbon-intensive; use them mindfully. A faster, leaner website isn’t just better for the planet—it also boosts SEO and user experience. Email Marketing with Intention Why it matters: Every email sent, received, and stored requires energy. Multiply that by millions of sends, and the impact adds up. How to reduce your impact: Clean your lists: Remove inactive subscribers to avoid waste. Segment wisely: Only send emails to those who will truly benefit. Use plain-text when possible: It’s lower in data and often more accessible. Reduce frequency: Send fewer, higher-quality emails with genuine value. Intentional emailing reduces not only emissions but also improves deliverability and engagement. Sustainable SEO and Content Strategy Why it matters: Search engines crawl, index, and serve up billions of web pages daily. Thoughtless content and bloated sites add to the load. How to reduce your impact: Create evergreen content: Focus on high-quality pages that stay relevant longer. Streamline your site structure: Fewer clicks to find content = less energy use. Use minimal plugins and scripts: Especially ones that load on every page. Green your CMS: Some content management systems are more resource-efficient than others. Sustainable SEO isn’t just eco-friendly—it’s good strategy. Fewer, better pieces often perform better than content mills. Rethink Marketing Automation Why it matters: Automated emails, ads, and data syncing can create a lot of digital clutter. That clutter eats up storage and energy. How to reduce your impact: Audit regularly: Retire old workflows and outdated automations. Optimize syncing: Reduce how often and how much data is transferred. Segment with purpose: Better targeting means fewer wasted sends. Use expiration dates: Don’t let outdated content or assets live forever. Efficient automation can reduce emissions and improve performance. Digital marketing isn’t going away—and it shouldn’t. It offers powerful tools for connection, education, and growth. But like all tools, it can be used more sustainably. At Taiga Company, we’re committed to helping organizations lower their environmental impact without sacrificing reach or results. Sustainable digital marketing is not only possible; it’s essential. Ready to make your marketing aligned with your company's corporate sustainability plan? Let’s start the conversation.
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