10 Marketing Tools You Should Be Using
You just can’t do digital marketing all on your own—or even with just one platform. The truth is, marketing is a team effort that involves collaboration from all kinds of specialists. We’ll walk you through a variety of tools behind good marketing, from lead generation to campaign analytics. Who knows, you might just find a new BFF.
1. Lead Forensics
Lead Forensics is a software with the power to turn anonymous site visitors into leads. They are able to pull together detailed lists of site visitors, complete with company names, job titles, email addresses, locations, websites, and phone numbers, providing you with enough information to get in contact. Plus, they track which pages the leads visit and how much time they spend on your site, giving you a great picture of their interests.
We also love Lead Forensics for the insight into where these leads came from. Lead Forensics tracks metrics like what devices leads are using to access yours site (e.g. iPhone, Android device, PC, Apple Mac) and what sites they come from (e.g. Google, Bing, Facebook). This information can be used to focus your marketing efforts in places your leads have been known to come from, creating less guesswork and maximizing ROI.
To stay connected with your audience, you should be building your social media presence through content posts and engagement with your followers. Platforms like Hootsuite let you do just that, while saving time.
Hootsuite’s dashboard lets you see all of your social media accounts in one place, where you can then schedule posts to publish at the same time across networks. Yep, that’s right—Hootsuite lets you schedule posts ahead of time so you don’t have to worry about pressing “publish” at the optimum time of day for your audience. Afterward, check out Hootsuite Insights to gauge how your audience views your brand. Social media marketing, while very important, doesn’t need to take over your week. Plan posts early and analyze them in real-time with help from Hootsuite.
To take your email marketing to the next level, Emma integrates with services you already use like Salesforce, vimeo, Shopify, and Google Analytics (among others) and connects your data. From there, Emma will help you grow your audience and create stylish emails. With features like a world-class email editor, Code Your Own HTML, real-time analytics, list segmentation, lightbox signup forms, and so much more, Emma truly is the ultimate email partner.
With a host of lead management and email marketing tools, Marketo is a platform you may come to rely on for many things. As with any large platform, it may take some time to master all of its capabilities, but it’s well worth your effort. Marketo provides tools to make marketing very personal to your leads.
Marketo’s lead scoring and sophisticated filtering allow you to track lead behaviors and send emails based on them—and we all know how successful segmentation is. (If you don’t, I’ll just tell you, it’s VERY successful. Like 94% higher click rate successful.) Marketo also allows you to build emails using the Email Editor and reuse templates across campaigns. Then, you can generate reports to analyze their success. If you have any questions or run into any issues, head over to the Customer Community on their website or join a Marketo User Group Club to have your concerns addressed by fellow users.
As a Marketo Certified Partner, we have the expertise and experience to help our clients understand all of Marketo’s capabilities and how to best use them to suit your needs. If you’re a Marketo user, or hoping to become one, and would like some guidance, talk to us anytime. Talk Marketo with MarketNet >
Unbounce allows marketers to quickly create, launch, and test high-converting landing pages and website overlays without needing a developer’s help. The drag and drop builder allows you to easily add or move page sections, text boxes, images, CTA buttons, forms, and social widgets. You can see in the image below that the drag and drop menu has all the page elements available for you to move over wherever you'd like them. Unbounce makes life much easier for those less code-savvy types. However, if you do have the coding chops, you can easily add custom HTML to your landing page.
There is no place better than Moz to learn about SEO. Their comprehensive guide, The Beginner’s Guide to SEO, is a must-read for anyone trying to understand just how search engines think. With search engines getting smarter every year, it’s important to understand how they organize sites so that you can work on building your credibility and moving up the search results list.
The folks at Moz also have a content series called Whiteboard Friday, in which staff members use a whiteboard as they explain relevant marketing conundrums and best practices. The posts include a video of the staff member explaining their thinking, along with a picture of the finished whiteboard.
If you’re interested in a paid service, Moz Pro provides you with keyword research, link building, site audits, and page optimization insights, all in one package. Best of all, Moz Pro deciphers data for you and alerts you of any website errors, competitive research, and SEO opportunities, and then tells you how to take action.
7. Email on Acid
Unfortunately, even immaculately designed emails may end up looking wonky, depending on the email service provider that opens them. To be sure your emails look flawless no matter where they’re opened, you may want to enlist Email on Acid to run some tests.
The process is quite simple. Just upload your email’s HTML, then Email on Acid processes it and checks for broken links and code errors, and then they run a test in the email clients you choose. You can preview your email in up to 54 different email clients and mobile devices in just minutes.
Email clients can read parts of the code differently, which can sometimes skew the design. Since we can't always predict how they will render the email, we always run tests in Email on Acid before a send. For one of our clients, we created an email highlighting their new table line, which featured five tabletop shapes. The initial email design looked like this:
However, when we tested it in Email on Acid, we found that Outlook rendered it like this:
Thanks to Email on Acid, we were able to catch the shift in alignment and fix the code before sending the email.
Email on Acid also has their own Email Editor, which allows you to build emails in HTML and check their appearance instantly. With a few other tools up their sleeves, Email on Acid might just provide that edge you’re looking for.
8. Google AdWords
Have you ever noticed that if you browse through shoes on Nike.com, the exact same shoes you looked at keep popping up in odd places—perhaps while you’re scrolling through your Facebook feed or reading an article on nytimes.com? That is just one example of the brilliant campaigns you can run with Google AdWords.
With AdWords, you can create search ads, display ads, video ads, and app ads to get your message visible all across Google. Then, set it up to reach your target audience wherever they are online. The Nike shoe example would belong to a remarketing campaign where ads “follow” leads around as they browse other sites. Sound too good to be affordable? AdWords can work for any budget, since you only pay for the ads when they’re working—like when someone clicks your ad, views your video on YouTube, or calls your business. You set the amount you’re willing to pay and AdWords runs your ad until you hit your cap.
9. Google Analytics
Google Analytics brings all of your data together to give you a deeper understanding of your customer experience. One of our many favorite features is user flows, which help identify incoming traffic sources, which pages they flow through, and at what point they drop off. Drop-off points are great for re-evaluating content and learning the buyers’ paths.
A few other musts are conversion goal tracking for landing pages to help identify wins, and demographic and geography tracking to better understand who is visiting your pages so you can target those users based on demographics and location for advertising. Bounce rates are also a great measure to help you target which pages are missing the mark. When your bounce rate is high, that is telling you either the page is not effective enough, or you are targeting the wrong keywords.
Simply put, Tableau helps people see and understand their data. Their interactive dashboards allow you to add whichever fields you want to create charts that answer your data questions. The GIF below illustrates how Tableau Desktop shows you live, visual analytics so you can explore your data and discover new insights.
Now that you’ve met ten of our favorite marketing tools, who are yours? Share your marketing BFF with us in the comments.
Toolbox icon in header image by Jerry Low