If you’re in the marketing profession, embracing the use of digital enhancements is a must. Every move must be strategic and useful in order to fully understand the audience and their needs to develop campaigns and tactics that work. There are a number of digital marketing tools on the market designed to assist the marketing team in organisations of every size. First, you must consider why you need the tool and how it will be used. The tools listed here can assist in every element of the marketing and consumer journey.
|SEE ALSO: A Guide to the Types of Digital Marketing|
Analytics will help you determine how your content is performing on the platforms you use. Knowing what the data says will assist in creating the right content for all your audiences to keep them engaged. Here are a few tools that get the job done:
Kissmetrics is a popular analytics tool that helps to increase conversions on your websites. This platform tracks visitors who come to the site and records their entire conversion journey. Reports are available to identify these areas to make enhancements wherever needed to increase sales.
Almost every marketing person utilizes Google Analytics for finding out who their visitors are and what they want. This marketing tool allows sales funnel tracking of your visitors in real time.
Testing your website is one of the most important marketing elements of your entire development strategy. The smallest change to your website can have a significant impact on visitors and revenue. Using testing tools to assess your pages helps make the right changes at the right time for the right audience:
Unbounce is used to build, change and publish new landing pages that can be tested before introduced on a wider scale.
This tool combines digital marketing tools for visual creation and targeting, allow the quick implementation of tests to specific users. It also has the capability to centralize customer data to determine which tests will be given to certain audiences.
Everything your customers do on the web leaves their imprint. That imprint follows them all throughout the web, with advertisements from those companies where they did not make purchases. These are retargeting ads, and can lead customers back to your site to make that purchase:
AdRoll is one of the most popular retargeting tools, with a customer base of over 20,000 brands. It is used in conjunction with major social media networks, and offers help from its employees if needed.
Chango has a wide variety of retargeting features. With this platform, you can combine your own information with audience intent data the platform has accumulated to provide additional levels of targeting for your campaigns.
Paid Social Media
Depending on how large your organisation is, or whether or not you have the budget, paid social media is usually a line item within a digital marketing strategy. Social media platforms help organically reach your customers, but also help promote your brand to a larger audience of active users. This is a good way to pay for impressions where you know your messages will reach the masses:
Nanigans is a multichannel platform, but centers on Facebook marketing. It works to make targeting more efficient, and is used by some large corporations as an effective marketing tool.
Twitter Native Platform
Twitter should be included in your digital marketing strategy as a consideration for advertising. The functions in this platform allow certain keywords to be identified so the user will be targeted if they tweet with that specific keyword.
Facebook has its own tool for the creation and distribution of ad campaigns. This is a good choice for novice marketers, as well as experienced marketers in managing advertisements.
Email will always be an integral part of the consumer journey. Although one of the oldest marketing tools, it is one of the most effective. Companies continue to invest large amounts of money into email marketing software that will keep them close to the people that are interested in their brand:
Known as one of the most powerful email marketing platforms today, MailChimp is easy to use and provides comprehensive email campaigns.
Emma stands for email marketing, and has a very good customer service team to help support initiatives. This platform provides options to create and test email marketing campaigns to determine what works well and what doesn’t.
Marketo is a comprehensive solution that is powerful enough to allow the integration of email into existing automated marketing campaigns. This is an advanced solution for those marketing teams that operate on a higher scale.
Video is definitely one of the continuously growing elements of digital marketing. Facebook has live video streaming, and so does Twitter and Instagram. Having videos on your site and integrating them into your marketing channels increases engagement and viewership. Knowing which tools that will make the experience user-friendly is key:
Vimeo is widely used by both individuals and businesses for high-definition, ad-free videos.
Wistia is not widely known, but is effective in hosting, customising and sharing videos across the web. It caters to personalisation, with the ability to add a custom CTA at the end of each individual video. This customises and personalises the consumer journey.
What is a website without content? There are a number of content formats – infographics, blogs, videos, and more. Knowing how to create your content in the most aesthetically pleasing, yet informative way will keep your brand in the limelight while attracting larger audiences:
This platform resizes images for social media based on each requirement. Being able to have the right sized picture for your platforms saves time and money.
Canva is quickly becoming the go-to destination to create unique images. If you do not have an in-house graphic designer, this is a platform that will provide the imagery you need with crisp, clear images. Already have an image that needs to be touched up? Canva can handle that as well.
Have content but need an image? Visual.ly creates images based on the project, pairing it with the content provided for great imagery that works.
Now you have the platforms, the content and need to keep it up. For variety, you can use a content curation tool that will give you unique content based on topics you choose. These can be integrated into your feed so you will always have content to share:
This finds and shares content to your social platforms, blogs, websites and more.
Your marketing team may have a number of buyer personas. Kapost allows the marketer to assign different pieces of content to each of your buyer personas to help with conversions.
Search Engine Optimization
Every organisation or person involved in digital marketing has SEO on their radar. With SEO tools, you can track your rankings, assign keywords, localize your listings, build links, and more. There are some powerful SEO tools on the market that can enhance your digital marketing strategy and make things a lot easier:
Moz is a top performer in the SEO tool market. They offer two different products that focus on SEO and localising your market. Very simple to use, marketers can get the information they need in a seamless platform.
SEMRush tracks the competition, examining their backlinks and rankings. The platform also has the ability to conduct a competitive analysis to see where you stand against their efforts.
These are just some of the digital marketing tools available to enhance your digital marketing strategy. There are also tools for affiliate marketing, customer service, and organic social media. While you may have heard of some of these, or some other ones that were not mentioned, all of these digital marketing tools are top-notch platforms for businesses of any size.