Overwhelmed by All The Digital Marketing Tools? You’re Not Alone. You’ve got a business to run—but suddenly, you’re expected to be a tech expert too. Website builders. Funnel software. Email platforms. Social schedulers. CRMs. Landing page tools. Analytics dashboards. AI content generators. The list never ends. Building the right digital marketing stack for your small business isn’t just about grabbing the trendiest tools—it’s about choosing ones that actually move the needle on growth.
If your digital marketing stack feels like a junk drawer full of expensive subscriptions and half-used platforms, you’re not failing—it just means no one ever taught you how to build it strategically.
Let’s fix that.
What Is a Digital Marketing Stack?
Your marketing stack is simply the combination of tools you use to:
- Attract potential customers
- Convert leads into buyers
- Nurture relationships over time
It doesn’t need to be fancy, expensive, or complicated. In fact, for small business owners, simpler is often better. The key is choosing tools that support your goals—not just the latest trend on social media.
The 5 Categories Every Business Needs to Cover in a Digital Marketing Tech Stack
Here are the only five functions your digital marketing tools need to handle. Anything else is optional.
1. Website + Landing Pages for Your Digital Marketing Tech Stack
Your website isn’t just your online business card—it’s your conversion engine. Whether you’re running ads or getting traffic from Pinterest, you need a destination that’s built to convert.
Must-Haves: Mobile responsive, fast load time, clear CTA, analytics-friendly
Recommended: Leadpages – Fast, easy landing pages with high conversion templates
Also solid: WordPress + Elementor, GrooveFunnels
2. Email Marketing Platform
Your email list is the only digital audience you truly own. And it’s still the highest ROI channel in marketing today.
Must-Haves: Tag-based automation, deliverability, user-friendly
Recommended: Aweber – Easy automations, affordable for solopreneurs
Others: MailerLite, ConvertKit, ActiveCampaign
3. Social Media Scheduling
Trying to post manually every day? Burnout city. You need a scheduler that helps you batch content, reuse high-performing posts, and actually track results.
Must-Haves: Multi-platform publishing, analytics, visual calendar
Recommended: Metricool – Clean UI, detailed reports, Instagram Reels support
Others: Buffer, Later, Canva Content Planner
4. Funnels & Sales Automations to Include in a Digital Marketing Tech Stack
Not every business needs a funnel—but if you’re selling digital products, services, or courses, you definitely want automated lead nurturing.
Must-Haves: Page builder, upsells, simple integrations
Recommended: Unbounce (affiliate), Leadpages
Also explore: GrooveFunnels
5. Tracking + Analytics
If you’re not tracking what works, you’re just guessing. Basic analytics show you what’s happening—advanced tools show you why.
Must-Haves: Heatmaps, event tracking, traffic flow
Recommended: Mouseflow
Free option: Google Analytics (but harder to interpret alone)
What You Don’t Need (Yet)
Let’s cut the fluff. If you’re still building your foundation, skip these:
🚫 Enterprise-level CRMs you don’t have the team to manage
🚫 AI tools that overcomplicate your message
🚫 Paid ad tools before your offer converts organically
🚫 Tools that duplicate what you already have
Think: Do I actually need this now—or am I adding tech out of FOMO?
How to Choose the Right Digital Marketing Stack for Small Business
Before you buy anything, ask:
- Does this support a specific step in my customer journey?
- Will it save me time, drive revenue, or offer better insights?
- Can I integrate it with the tools I already use?
Don’t build a stack for where you hope to be—build it for where you are.
My Personal Digital Marketing Stack (Lean + Effective)
You don’t need 30 tools. Here’s what I actually use:
- Website + Pages: WordPress + Leadpages
- Email Marketing: Aweber
- Scheduling: Metricool
- Analytics: Mouseflow
Each one does its job. No fluff. No wasted budget.
Final Thoughts: You Don’t Need More Tools—You Need a Clear Strategy
If your digital marketing stack feels bloated, clunky, or confusing, start over with this mindset:
- Keep it simple
- Start with strategy
- Choose tools that make execution easier—not harder
Want help simplifying your marketing systems and knowing exactly what to invest in? Having a simplified digital marketing stack for small business will free up your time and improve results.
Book a VIP Strategy Session and let’s build a lean, powerful tech stack that supports real growth.
About the Author
Jenn MacQueen is a digital marketing strategist who helps entrepreneurs simplify their systems and scale smarter. She’s obsessed with turning marketing chaos into clarity using tools, tactics, and strategy that actually convert. When she’s not writing funnels or running tests, you’ll find her drinking strong coffee and turning data into growth.
Visit macqueensolutions.ca or book a 1:1 session to simplify your marketing stack.