Wisdom can come from the strangest of places. Not exactly present in the moment, some words jumped out of the device that sat on my kid’s lap as we made our way to yet another activity.

It went something like “start small, you’ll be big soon enough.”

I fought the urge to pull over and write that down, but luckily it stuck long enough to mull over.

As a digital media marketer, the little tasks sometimes get monotonous, redundant, and don’t seem to be going anywhere. Until they do.

Again and again, we look over the data, adjust our tactics, and find little ways to connect. In time, there are charts, content lists, spreadsheets, keywords, and all the step-by-step discoveries and forward movement that is expected. It’s very incremental and sometimes deceiving.

Just like the quote, these tiny changes eventually stack up higher and higher, until we see the bigger picture. In fact, goal posts may even change depending on which direction our small steps lead us.

This is the best way to approach it, I thought. A slow and steady hike that sustains the story, utilizes strategy, and propels business upward until a summit is reached. Adjustments may need to be made, but that BIG reward will come again and again with love and patience.

To illustrate my point, let’s consider how a small e-commerce business with limited resources made it to its desired mountaintop.

How it Works: One Success Story

The business wanted to focus on Instagram and email marketing to grow engagement, customer relationships, and eventually sales. We came up with four strategies and got to work on the small tasks we could take to reach these goals.

1. Instagram

  • Posted 4 times per week with high-quality photos of products.
  • Used trending hashtags and tagged locations in posts.
  • Engaged with followers by replying to comments and liking their posts.
  • Collaborated with a few micro-influencers for giveaways.

2. Email Marketing

  • Created a simple website pop-up offering 10% off the first order for email sign-ups
  • Sent bi-weekly newsletters with behind-the-scenes stories, new product launches, etc.

3. Content Strategy

  • Published one blog post per month with curated list and keyword optimization.
  • Repurposed blog content into Instagram posts.

4. The Results Over Time

  • Month 3: Instagram followers grew from 1,000 to 5,000, website traffic increased by 40% from social media referrals, and email list grew to 1,000 subscribers.
  • Month 6: Organic search traffic improved due to consistent blog posts, sales started growing steadily, with email campaigns driving 25% of monthly revenue. Instagram Stories became a powerful tool for flash sales, bringing in 15% more sales on promotion days.
  • Year 1: Total sales doubled compared to the previous year, the email list expanded to 5,000 subscribers, and engagement continued to grow on Instagram.

Small steps like posting consistently, growing an email list, and engaging authentically with followers may seem incremental. However, these actions compound over time, resulting in significant growth, stronger customer relationships, and a sustainable business.

Marketing Goals Made One Step at a Time

The quote “start small, you’ll be big soon enough” appears in a TikTok video by SWMI Motivation. Additionally, the phrase “big things have small beginnings” is featured in the film “Prometheus,” where the character David quotes it, originally from “Lawrence of Arabia.”

These expressions highlight the importance of starting with small steps to achieve larger goals over time.

Here are some digital marketing strategies that, when done consistently, can lead to significant results over time:

1. Optimize Your Website for SEO

  • Regularly update meta titles, descriptions, and alt tags.
  • Publish keyword-optimized blog posts regularly.
  • Focus on improving page load speed and mobile responsiveness.

2. Leverage Social Media

  • Post consistently and engage with your audience (e.g., reply to comments, DMs).
  • Use trending hashtags and participate in challenges.
  • Share user-generated content to build trust and community.
  • Create a Facebook group or forum for your audience.
  • Regularly interact in niche communities related to your industry.

3. Build an Email List

  • Offer a free resource (e.g., eBook, checklist) as a lead magnet.
  • Send a weekly or bi-weekly newsletter with value-driven content.
  • Personalize email campaigns based on user behavior.

4. Use Analytics to Guide Decisions

  • Set up Google Analytics and track traffic sources and user behavior.
  • Regularly review social media and email marketing insights.
  • A/B test landing pages and ad creatives.

5. Repurpose Content

  • Turn blog posts into infographics, videos, or social media posts.
  • Share snippets from webinars or podcasts on Instagram Stories or LinkedIn.
  • Create a “best of” series from your previous content.

6. Focus on Building Reviews

  • Request reviews from happy customers.
  • Feature reviews on your website and social media.
  • Respond to reviews (positive and negative) promptly.

7. Run Targeted Ads

  • Start with small budgets for pay-per-click (PPC) campaigns.
  • Focus on retargeting visitors who have interacted with your site.
  • Experiment with different ad formats to see what resonates best.
  • Consistency and analysis are key — small actions compound into major successes over time when approached strategically.

Finding the Big Meaning

What began as a repetitive day filled with all the usual tasks and activities ended with a big impact on how I think of marketing.

Just like the adage wafting from the small speaker in the back seat, I realized that all the small steps we make in digital marketing steadily become the path to success.

Along the way, adjustments may be necessary. But with consistent effort, the rewards will continue to multiply and create success in the same way adding pebbles to a jar of water will eventually make it overflow.

Be open, be consistent, and above all be willing to start small for sustainable growth. Over time, you will have created a well-traveled path that will take you to the summit again and again.