To allocate a digital marketing strategy for your small business or start-up, you need to start by listing your goals (brand awareness or sales), get specific about your goals (increase website traffic by 50% or gain more social media followers), select the best channels that suit your brand, goals and audience, determine the cost of the short-listed channels and then estimate your budget. It’s a good idea to start with certain cost-effective strategies which include SEO, email marketing, starting a blog, Instagram ads, Quora and video remarketing.