6 Digital Marketing Tools
By: Maria Valcam
Tags: Design, Marketing, Digital Life, Product Management, Business

6 Digital Marketing Tools

Research

Marketing is becoming a battle based on information than on sales power — Philip Kotler

The first step in any Marketing plan is to understand your market: How much money is raised in the whole market and what's your market share? Who are your biggest competitors? What are they offering to their users? What are your customer needs and their pain points?

The purpose of this research is to detect the oportunities and risks in your market. This knowledge is crucial to shape your product and attract new customers while retaining current users.

Thre tools you need to know are:

Google Trends shows what people is looking for on Google search, Google News and YouTube. It has many useful features like daily trends and the usage of specific keywords. For example, looking for the keywork “Volkswagen” shows related searches for "Volkswagen financing". That probably means offering financing to customers is an opportunity to boost sales.

shows what people is looking for on Google search, Google News and YouTube. It has many useful features like daily trends and the usage of specific keywords. For example, looking for the keywork “Volkswagen” shows related searches for "Volkswagen financing". That probably means offering financing to customers is an opportunity to boost sales. Similarweb is a platform that helps understanding competitors’ marketing strategies: how much do they spend in online ads? Do they have good SEO performance? How many websites refer them? It shows basic insights on most websites. And you can use it for free! There is another similar tool called Semrush that shows much more information but it costs $99 per month.

is a platform that helps understanding competitors’ marketing strategies: how much do they spend in online ads? Do they have good SEO performance? How many websites refer them? It shows basic insights on most websites. And you can use it for free! There is another similar tool called Semrush that shows much more information but it costs $99 per month. Statista is a great website to find market analysis, statistics and forecasts. It has some free features like Infographics but most advanced studies are accessible for a fee or a subscription. For example, according to statista, the new B2B marketing tactics to be used are: personalization, account based marketing and video marketing.

Business Analytics

A story is based on what people think is important. So when we live a story, we are telling people around us what we think is important. — Donald Milll

Not every customer is the same, and you should try to create an experience that works for each specific customer. Customer segmentation based on psychografics is key o understand what is important to your users. This includes understanding their flow on your website and knowing what they like and don't like.

Crucial tools here are:

Google Analytics offers an easy way to track metrics on your website: how many time do they users on your website? how is their experience? Why do they leave? This tool is free to use for small companies. Check how it works in their Google Merchandise Store, as they have its analitics account open for everyone. Using this tracking system, we can create client segments. The feature “Behaviour Flow" can show that half of the people that buy mugs also buys stickers. So you can increase cross-sales by advertising stickers to everyone that buys a mug

offers an easy way to track metrics on your website: how many time do they users on your website? how is their experience? Why do they leave? This tool is free to use for small companies. Check how it works in their Google Merchandise Store, as they have its analitics account open for everyone. Using this tracking system, we can create client segments. The feature “Behaviour Flow" can show that half of the people that buy mugs also buys stickers. So you can increase cross-sales by advertising stickers to everyone that buys a mug Google Forms . Is there still some data that you lack? It’s quite clear that we only have data for current features. So when we are designing new products, we need to ask customers directly. Google Forms allows creating a form and send it to customers for free. The data can be downloaded into an excel to gain more insight.

. Is there still some data that you lack? It’s quite clear that we only have data for current features. So when we are designing new products, we need to ask customers directly. Google Forms allows creating a form and send it to customers for free. The data can be downloaded into an excel to gain more insight. Salesforce is a CRM, a database to store all your clients data, leads and connect sales with marketing efforts. You need a subscription to use it but you can check out their marketing courses for free.

Conclusion

Making promises and keeping them is a great way to build a brand — Seth Godin

Before starting any marketing efforts, we need to answer question:

What is our goal?

If we want people to work together, first we need to specify what do we want to achieve. To do that, we need a system that tracks all the information about goals and the actions that we will take to meet them.

As a good practice, all projects should to have:

A specific business goal it helps to achieve.

it helps to achieve. A clear description accessible to everyone in the project.

accessible to everyone in the project. Specific actions (each with their own time frame, description, KPIs and owner)

(each with their own time frame, description, KPIs and owner) KPIs , this is a metric to track the outcomes of this project. We should specify thresholds to know when we have achieved our objectives and a plan B in case our current approach is not working.

, this is a metric to track the outcomes of this project. We should specify thresholds to know when we have achieved our objectives and a plan B in case our current approach is not working. A leader that is responsible to make it happen.

that is responsible to make it happen. A time frame to make this happen.

Trello is a free tool that allows creating boards and cards for our projects. There is another solution called Asana that is free for small teams. Asana is a bit more complex than Trello but much more powerful. It lets you create business goals and link them to different teams and see what is each team doing to meet each goal.

There are many more marketing tools available to help with your digital marketing efforts: Tableau, SAP, Facebook Ads, Twitter Ads, Zendesk, Adobe Spark, MailChimp, Marketo,... too many to cover on a single article! I have only recomended the ones I like the most.

Thank you for reading! I hope you enjoyed this article and maybe learned somethin new to better serve your customers.