Today, digital media has become a medium of advertising which cannot be ignored. With the spread of the Internet, people using the Internet are increasing day by day. As such marketing of products and services on digital media is but an obvious choice.
Digital marketing has many advantages over traditional marketing. Digital marketing helps to reach the target audience in a better way and at lower costs than traditional marketing.
Hence, it is important to not only have a digital marketing strategy in place but also knowledge of certain tools that help to achieve the goals more effectively in a timely fashion.
There are a lot of tools available to aid in digital marketing. Mentioned below, are some of the most popular digital marketing tools that all digital marketers must be aware of.
Having a website for your business is extremely essential these days but this is not enough. It would be great if you also knew how much traffic your website is receiving. Much such information can easily be obtained by using Google Analytics.
Google Analytics is a freemium product provided by Google which when linked to the website may provide a lot of useful information which can be used to better the website and generate the much-wanted leads.
Google Analytics provides the following information:
- A measure of traffic to the website
- The content that is attracting more traffic
- The geographic locations which are generating more traffic
- The keywords which are generating more traffic
The above information is provided in the form of a dashboard containing scorecards, statistics and motion charts. Custom reports may be obtained. Google Analytics, when integrated with Google Optimize platform, can be used to perform A/B testing. It can also be integrated with some of the other products by Google like Google Adwords, Public Data Explorer, and Website Optimizer.
Google Analytics works fine for small and medium websites but not much suited for larger and complex websites.
Keyword Planner is also a free tool provided by Google along with the Google Adwords tool. It is an incredible tool which can be used to perform research on the keywords to be used for SEO.
It provides the following details about the keyword entered:
- Whether competition for the keyword is High, Medium or Low
- How many times the keyword was searched
The keywords which are long (for e.g. a phrase) are called Long Tail Keywords. Likewise, there are medium and short keywords. It is suggested that we use long tail keywords for startups or SMEs as these have less competition and ranking the website for such keywords is easier than short keywords. It does not mean, we use keywords which are less searched. Thus, there must be a balance between competition and search frequency.
Hootsuite provides a mechanism to schedule posts to different social media from a single platform. Hence, it saves a lot of time and effort. Hootsuite provides a dashboard which can be used to post to a number of platforms like Facebook, Instagram, Twitter, Linkedin, Google+ and Youtube. It is also possible to boost posts using Hootsuite.
Hootsuite also helps in content curation and provides analytics for key platforms like Facebook, Instagram, and Twitter. This helps to find the current trends and measure the growth. Hootsuite also provides some security features which help to grant permissions to users regarding profiles and platforms they can use.
Facebook Power Editor
Facebook provides an Ads Manager to create and manage advertisements but the Facebook Power Editor is more useful when the number of advertisements is large. Facebook Power Editor provides many options which are not available on Ads Manager. It lets you create, manage and optimize advertisements.
Facebook Power Editor lets you accurately choose devices. You can choose between desktop or mobile or both, Android or iPhone, newsfeed or right column or both. It is also possible to upload customer email ids or phone numbers. This helps target more accurately. Moreover, there is a ‘lookalike audience’ option which lets target a similar audience.
Another feature of Facebook Power Editor is that you can manually set up bids. The new features added by Facebook are first added to the Power Editor. So, Facebook Power Editor is a very powerful tool, especially for bulk advertisements.
Email is a very popular medium of reaching people and hence is a perfect marketing tool. MailChimp is an automated platform which lets the users subscribe and unsubscribe to emails, typically known as newsletters. It lets you place a Subscribe to Newsletter option on your website.
MailChimp is free up till 2000 subscriber and sending up to 12,000 emails per month. It provides a number of templates which can be used to create Campaigns. Newsletters can also be shared on social platforms and a complete tracking of the campaign can be done.
Thus, MailChimp is a very powerful email marketing software.
Vimeo is an incredible platform for sharing videos. It lets the users upload high definition videos and also has like and share features. The videos uploaded are of extremely high-quality videos and without any advertisements. Vimeo provides both paid and free services. The free services allow users to add several effects, music etc. to their videos.
Powerful graphics compliment a strong content. Canva is a very popular online graphics designing tool that lets a user choose from millions of images and fonts. Many predesigned templates are available while it is also possible to design from the scratch using the simple drag and drop feature. Hence, it is useful for both professionals and nonprofessionals. Nonprofessionals can create effective graphics using the easy to use interface. Another very useful feature of Canva is that most of the images on Canva are free.
Canva has predefined sizes and can be used for creating images for blogs, social media, and everything you can imagine.
In today’s competitive world, having a digital marketing strategy is important. But having the right digital marketing strategy is equally important. To have the right strategy one must be aware of the competition and where one is with respect to the competition.
SEMrush is a one-in-all suite for digital marketing. It has a number of features which are extremely helpful in dealing with competition and content marketing.
SEMrush can be used for a number of purposes like:
- Keyword Planning
- Keyword Ranking
- Competitive Analysis
- Site Positioning
- Site Audit
- Content Creation
- Backlink Source
Above features cater to a variety of needs. SEMrush is helpful in improving the ranking of the website by effective SEO. Keyword research can be done and the competitor websites analysis can be done. Hence, it a great tool for performing digital marketing. SEMrush provides an expansive dashboard with a number of details like Organic search domain, Paid Search, Backlinks, Keywords, Display Advertisements, Referring Domains, Sample Media Ads, Landing Page, Sample text ad, Anchor links, Referring, Latest publishers, Organic etc.
Many world-renowned organizations use SEMrush like Amazon, eBay, Disney, Hewlett Packard etc. SEMrush is a useful tool not only for bigger organizations but also for the SMEs.
Yoast SEO is a very popular WordPress plugin which is used for performing SEO for the blogs or website. It is very easy to install and vastly used. It can make the content suitable for the search engine rankings. Yoast is primarily free and can perform most of the SEO functions. There are some paid extensions also available which provide some extra functionality.
Yoast can be used to perform the SEO with ease like setting titles and meta descriptions, tracking and ascertaining keywords, managing sitemaps etc. Yoast provides an analysis of the SEO friendliness of the pages and gives suggestions for improvement.
Hence, Yoast is a very powerful SEO tool.
Google Adwords is now Google Ads. Google Ads is the paid form of advertising provided by Google where the advertisement appears in the search results either at the top, side or bottom. Google places the word Ad before these advertisements to differentiate them from the organic results.
In order to place an advertisement in the search result, a bid amount has to be entered which then along with the quality score of the website is used to place the ad in the search results. The amount is paid every time a user clicks an ad, also known as the PPC (Pay Per Click). Another mechanism is CPM or Cost Per Thousand Impressions where you pay Google after your ad has appeared thousand times.
Google Ads is very vastly used as it is a quick way to reach the users while organic search or SEO may take time.
CJ Affiliate was formerly called Commission Junction. It is a means of handling affiliate marketing between the advertisers and publishers. Affiliate marketing is recommending people to buy any products to people who visit your site and you receive a commission from the product site once the sale is made. The affiliate site directs the traffic to the product’s site.
Each publisher is given a link or id which is used to track if the customer came through the publisher’s site. Then if this customer makes a purchase in the next 60 days, the affiliate is entitled to a commission.
Digital Marketing has a very vast scope and all the tools described above aid the marketers in performing their tasks at ease. It becomes almost necessary to use these tools as the amount of work increase. They help to better manage and promote oneself more effectively in the online space, thus, making the life of a digital marketer easy.