Digital marketing on a shoestring: Sod’s Simon Blangiardo explores strategies for businesses

In today’s challenging economic environment, businesses of all sizes are under increasing pressure to find cost-effective marketing solutions to stand out in a competitive market. With the cost of doing business climbing significantly, the Australian Chamber of Commerce and Industry (ACCI) has found that nearly half of small business owners have considered ceasing operations in the past year.

According to a 2024 survey, 80% of small businesses are facing rising costs, with many spending more time on compliance than ever before. These pressures are forcing businesses to reconsider their marketing budget allocations, with many turning to simpler, and highly effective digital marketing strategies to connect with their audiences without breaking the bank.

Simon Blangiardo, Co-Founder of award-winning Melbourne-based digital agency, Sod, highlighted the importance of resourceful marketing: “Digital marketing offers unparalleled opportunities for businesses to achieve growth, even with limited budgets and resources. It’s not about how much you spend, it’s about how effectively you use the tools at your disposal.”

Businesses can improve their online visibility by optimising their local SEO. Ensuring consistency across platforms, maintaining an up-to-date Google Business profile, and actively engaging with customer reviews are all simple yet impactful strategies. Recent data highlights that 87% of consumers are more likely to engage with businesses that have a strong Google presence, demonstrating the value of maintaining an optimised digital footprint.

Content marketing is another powerful channel for businesses. By creating useful, engaging, target audience-aligned content that builds on your brand story, highlights your products and services and answers customer questions, businesses can drive website traffic and build trust with current and future customers. Whether it’s a blog post, a short video, or a podcast, repurposing content across multiple platforms ensures that businesses can maximise their reach without additional costs.

The same goes for social media, which plays a key role in building brand awareness. Instagram, Tik Tok, Facebook, and LinkedIn offer businesses a direct line to both their B2C and B2B audiences. Low-cost strategies, such as adapting your blog, video or podcast content, or collaborations with micro-influencers, can significantly expand a business’s reach and impact.

Even with a modest budget, targeted advertising across Google and Meta can drive impressive results.

Email marketing continues to be one of the most reliable ways to nurture existing customer relationships, with an average open rate of 35.63%, according to Mailchimp’s Email Marketing Benchmarks. Simple automation tools like Hubspot and Mailchimp allow businesses to deliver personalised, targeted campaigns that drive conversions, making email an invaluable part of any marketing strategy.

Blangiardo spoke about ROI, and the importance of using data to inform and optimise digital marketing initiatives: “A $1,500 monthly budget can generate thousands of impressions, hundreds of clicks, and a solid number of leads, offering businesses a measurable return on investment.

“The key to successful digital marketing is being agile and data-driven. By continuously analysing performance, businesses can refine their approach, ensuring they’re always focusing on what delivers the best results.”

Collaboration is another effective way for businesses to extend their reach. Partnering with complementary brands or businesses, co-hosting events, or leveraging influencer networks allows businesses to tap into new audiences and boost visibility without a hefty price tag.

Addressing the evolving digital marketing landscape, Blangiardo said, “In today’s challenging economic climate, businesses need practical, data-driven strategies to stay competitive. Our goal is to help them leverage digital tools effectively, ensuring they can adapt and thrive, even with limited resources.”

For more information about Sod, please visit https://sod.au/.