Every small business needs tools to operate. Just as they need a business plan, a space, computers, designated roles and responsibilities and more, they need an e-marketing toolkit that will support them in the execution of their business. While this toolkit is critical to the success of any business, the good news is that it is almost free to assemble. And, you don’t need technical chops to make it happen. No costly software developers or specialized designers are required. For small businesses with 1-30 employees, the e-marketing toolkit can be as easy as ensuring you have professional email marketing, a website, a community toolbar, a blog, and a social media presence.

Email Marketing

Email is a linchpin of communications, both internally and externally. While some say it is less important than it used to be, it is still valuable for strategic delivery. If you decide to initiate an email marketing campaign it is advisable to not use your general email provider however – it is best to go with a credible, professional third party email marketing provider, such as Constant Contact. A professional email marketing service has resources such as list management services, and templates can help even the smallest of businesses look professional.

Website

It seems almost a given these days, but some small businesses have yet to establish an online presence. From news, to product updates and features, to e-commerce functionality, a website is a critical element of any business. It is like the headquarters or storefront of your business. This is where you want your customers and prospects to be. The good news is that it is no longer so expensive to create a well designed, thoughtful website. In the past, you might have needed a copywriter and graphic designer, both of whom could have charged thousands of dollars to get you up and running. Now, with services such as GoDaddy, there are even templates such as site builders that help you get going without breaking the bank. From site design, to banner design, to logo design, help is available.

Blog

A blog gives you a voice, a place to be heard. It is a forum for commenting on the news of the day, linking to relevant content, sharing your opinions and advice. For many small companies it can act like a one-stop marketing machine, giving news, opinion, advice and counsel to all those who visit. This levels the playing field. Any smart, opinionated and wise business owner can use their blog as a platform for reaching well beyond the confines of a local community or forum. Blogs are also a great way to get information about your company and products into the organic results of the search engines.

Community Toolbar

You built the website, but that doesn’t mean that visitors willcome back. Give them a constant reminder of your business and a convenient location to get your news and applications in the browser by developing a community toolbar – it gives your customers access to the best of your website, anywhere they are on the web. A browser-based community toolbar sits in the real estate at the top of the browser, and it gives small businesses an unprecedented opportunity to retain customers with sticky and desirable content. Conduit has made things so easy that you need no programming skills or technical background to get started with its drag and drop interface. The Pretentious Pooch is a good example of a small business with a powerful branded toolbar. It has social media elements, e-commerce and other applications running right from the toolbar. And, the toolbar is free, both to the small business and to the user.

Social Media

Social media isn’t a nice to have anymore, it is a must have. Small businesses often don’t adopt social media technologies because they are afraid of the time commitment. But these free tools offer incredible visibility and awareness. For instance, Twitter, Facebook and LinkedIn can help you drive promotions, sales, news and distributing content. Services such as Ping.fm help you to control and manage your social media presence all at once, so that it does not become an overwhelming task.

Armed with the right tools, any nascent business can watch its business begin to climb, with very little expenditure required. Despite the macroeconomic climate, now is a good time to start or expand you business by being just a little wiser about your marketing techniques.

About The Guest Author: Adam Boyden, president of Conduit, is responsible for the strategic direction, marketing, business development, and U.S. operations for the company. Boyden is an expert in online and Web 2.0 marketing and a well-published author.