Marketing is an essential (if not the most essential) aspect of any successful business, but in an increasingly digital world, it can be difficult to know what strategies will work best for you and how to implement them.

There are hundreds of different types of marketing tactics out there, so how can you navigate through the strategies you know won’t work to find the ones that will? These are some of the most prominent approaches that top companies are utilizing, and how to make them work for your business.

Guerilla Marketing

Like guerilla warfare—an unconventional, often surprising, tactic—without the violence, guerilla marketing is a way to catch your audience by surprise. It works best when you can think of the most out-of-the-box way to present your product, or at least a way that they won’t be expecting.

Everyone from big corporations to small start-ups have seen success with this strategy, but it can be particularly beneficial for small companies with little budgets. Take a local pizza shop for example. Although locals might already be familiar with the spot, what would be a good way to get the attention of those just passing through? A giant, cheesy pizza statue in the center of town, perhaps? Setting up a make-your-own pizza stand outside the show on a sunny afternoon? Both of these qualify as guerilla marketing, and could really make an impact in the community while giving the pizzeria great brand recognition.

Cause Marketing

There’s nothing more important than showing your customers you care about the community at large, and whether or not you take the time to volunteer with a local organization, donate portions of your proceeds, or simply partner with a charity, showing your allegiance to a cause that matters to you is a great way to promote awareness for the charity, and also for you.

Big companies use this tactic all the time, working with national charities to raise money for a set period of time, through social media campaigns, collection boxes in store fronts, television commercials, etc. But even with a small budget, you can make this strategy work for you. If there is a community organization or cause that you feel compelled to get behind and that could benefit from your marketing, partner up and get the word out together.

Internet Marketing

If you don’t have a strong presence online, developing one as part of your marketing strategy should be a top priority. Though direct marketing tactics like print marketing are important and can help you stand out in the digital age, you cannot neglect social media sites, a personal website, and other forms of digital marketing that will get your audience’s attention where they are the most—their computers and phones.

Start small by building up your social media presence, and remember to follow the 80-20 rule. You’d be surprised how much easier it is to connect with clients and prospects on social media, where they already spend a good portion of their time. In addition, you could also consider sending a digital newsletter or other relationship-building tool to grab your audience’s attention—whatever you can make work for your business on a regular basis.

Don’t get overwhelmed by all of the different marketing strategies out there. Sometimes a little trial and error is actually beneficial in determining the kind of marketing that is sustainable for you.