Extanto has several recent initiatives that we have developed and are in the process of pushing out to market. We thought it might of interest to share some research into the most effective strategies we’ve found to get these products noticed by the people we want to notice them. Artificial intelligence, of course, tops the list. AI, while once reserved for the tech giants, is now democratized for entrepreneurs who want to harness its predictive power. By automating tedious processes, delivering personalized content, and uncovering actionable insights from sprawling datasets, AI helps business anticipate customer behavior and tailor experiences with speed and precision. AI streamlines operations and can foster a sense of relevance among customers, who are expecting brands to speak directly to their needs (Park University, 2024).
AI also brings with it incredibly powerful data analytics. Platforms like Google Analytics and Tableau are very useful instruments for decoding customer “journeys.” Through segmentation and real-time performance tracking, we can pinpoint what resonates with audiences, do away with ineffective tactics, and continuously refine campaigns for better returns on investment. Empirical evidence makes it possible to discard the old habit of marketing by instinct, replacing it with a strategy grounded in measurable outcomes (Park University, 2024).
And content marketing is becoming increasingly more effective. The era of thinly veiled sales pitches masquerading as blog posts is over. Each week we try to produce interesting content that educates, entertains, and perhaps even solves real problems. Interactive tools, well-researched long-form articles, and authentic user-generated content cultivate authority and, we hope, deepen trust. Businesses that anticipate questions, address pain points, and deliver genuine value find themselves rewarded with loyalty that paid ads alone cannot buy (Park University, 2024).
Social media, particularly LinkedIn, is excellent for B2B engagement. Much more than just a static resume repository, LinkedIn has become a dynamic arena for thought leadership, networking, and lead generation. Savvy professionals, like my business partner, polish their profiles with compelling headlines, grow their networks strategically, and share insightful content, from infographics to live broadcasts. LinkedIn’s sophisticated ad targeting, allowing for filters based on industry, role, and company size, provides small businesses with a direct line to decision-makers who can propel growth (Salesrobot, 2024; LinkedIn, 2025).
While text still matters, video has emerged as the king of engagement. Short tutorials, behind-the-scenes glimpses, and live streams bring products to life, creating connections that static images cannot match. Video’s ability to distill complex concepts into digestible narratives is incredibly effective, particularly when competing for attention in crowded feeds. Businesses that invest in consistent, quality video content often see outsized returns in awareness and conversions (Park University, 2024). And AI is even helping with this, as well. Tools such as Google’s Veo 2, Kling AI (v 2.0), Open Ai’s Sora, and Adobe’s Firefly have come a very long way in a relatively short period of time. Gone are the days of the nine-fingered hands.
Advertising through Google’s pay-per-click (PPC) ecosystem is still one of the most effective strategies. Far from the blunt instrument it once was, PPC now enables precision targeting that matches intent with timing. By crafting keyword-rich ads and optimizing bids, even modest budgets can capture high-intent traffic actively searching for their offerings. Google’s Search and Display Networks also deliver scalable results for those willing to commit to ongoing testing and optimization (HubSpot, 2025).
Equally important as where and how businesses advertise is how they communicate directly with customers, especially by email. A specific, purposeful subject line signals importance and sets expectations, while leading with the main point, using the Bottom Line Up Front (BLUF) method, makes sure that busy recipients grasp the purpose without wading through fluff. Incorporating clear calls to action with concrete deadlines prompts timely responses. Emails that remain concise, skimmable, and visually engaging, often aided by images or gifs, achieve higher open and click-through rates. Sending messages from a recognizable, personal address rather than a generic “no-reply” engenders trust and invites meaningful dialogue (Hager, 2024; SendGrid, 2024).
Personalization, authenticity, and empirical decision-making have replaced guesswork as the foundation of marketing success for businesses of any size. AI and data analytics level the playing field, allowing small businesses to match or exceed the sophistication of their larger counterparts. And value-driven content and intentional communication cut through the noise, building lasting relationships in a world saturated with disposable messages.
We think that these six strategies are a blueprint for growth. They allow small businesses to participate in the digital economy and to thrive, differentiate, and foster loyalty in ways that resonate deeply with customers seeking relevance and authenticity.
References
Hager, D. (2024). How to write emails that get read and acted on. Retrieved from https://www.davidhager.ch/the-human-side-of-project-management/how-to-write-emails-that-get-read-and-acted-on
HubSpot. (2025). Small business marketing guide. Retrieved from https://blog.hubspot.com/marketing/small-business-marketing-guide
Park University. (2024). Effective marketing strategies for small businesses. Retrieved from https://www.park.edu/blog/effective-marketing-strategies/
Salesrobot. (2024). LinkedIn marketing strategies. Retrieved from https://www.salesrobot.co/blogs/linkedin-marketing-strategies
SendGrid. (2024). Email marketing best practices. Retrieved from https://sendgrid.com/en-us/resource/email-marketing-best-practices-tips
LinkedIn. (2025). LinkedIn pages for small business. Retrieved from https://business.linkedin.com/advertise/linkedin-pages/for-small-business
