Digital Marketing Tools
Tools are an essential part of internet marketing and this section offers an introduction to some of the best internet marketing tools among the almost endless array of tools available.
HubSpot is a terrific tool that offers a variety of functions ranging from SEO recommendations and social media management to lead nurturing. There are better tools just for SEO like SEOMoz or SEO Book, better tools for social management like Radian6, and better tools just for marketing automation, but as an all-in-one tool, I know of nothing like it.
Eloqua, Marketo, and Pardot, HubSpot’s main competitors, essentially have no options for getting leads. Their focus is solely on what happens once a user becomes a lead.
Dharmesh Shah, one of the founders of HubSpot, says that it only “competes” with these other internet marketing systems in the way an iPhone competes with a digital camera. He says, “Sure the iPhone has a camera, but that’s not the only reason someone buys an iPhone.” See the chapter on HubSpot for more details (Chapter 15).
These website auditing and competitive analysis tools help you to analyze your website and score it in a number of different areas from SEO to social media. When you can view your site against your competitors, it helps you to understand better where you’re going wrong and what you can do to help improve.
These content generation and blogging tools help you to add content to your website by making it easier to add content through a CMS system, checking for duplicate content, managing blog comments, and optimizing your blog.
The conversion rate optimization tools help you take your current website visitors and turn them into customers. By analyzing current user behavior, then A/B testing and generating leads through chat and forms, getting more traffic isn’t the only way to get more business.
These email marketing tools help you to create high-quality email marketing campaigns, tame your email lists through subscription management and segmentation, and A/B test the effectiveness of your subject lines, headings, and content.
iContact, Constant Contact, Vertical Response, and MailChimp are all high-quality, low-cost email options.
These keyword research tools aid you in uncovering keywords that you may not have thought of. From there, you can optimize your website using the keywords, and generate additional content that will help get traffic to your site.
Google AdWords Keyword Tool: Data coming directly from Google.
The following short list includes tools that are also good for keyword research:
Marketo, Pardot, and Eloqua are among the very expensive marketing automation tools, but have high-end functionality if you have hundreds of thousands or millions of leads. Try HubSpot if you want to start automating things like lead nurturing but want a less expensive integrated web marketing solution that is easier to set up and use.
Here are some additional miscellaneous internet marketing tools, ranging from sales databases and affiliate marketing tools, to URL shorteners and organizational tools.
Without a strong and well-organized PPC campaign, you could be throwing money away. These paid search marketing tools (PPC Tools) with help you to analyze your PPC data and manage your campaigns through bid management and other tools to increase your click-through-rate and lower your spend.
These search engine optimization tools are helpful resources for analyzing your on-page optimization, backlinks, and other aspects of search engine optimization, helping you make strategic improvements where you need them.
These social media marketing tools help you to navigate the expansive world of social media by giving you the ability to post to multiple platforms, keep track of your social media across channels, and discover new opportunities for expanding your social media reach.
These website analytics software packages allow you to track website visitors, integrate with other platforms like SalesForce, show you user paths and behaviors, track phone calls, and analyze your social media effectiveness. Knowledge is power!