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An effective digital marketing strategy is absolutely essential if your business is going to remain a competitive force in today’s marketplace.
Digital marketing is generally less expensive and more effective than traditional marketing channels, delivering prospective customers at an average cost of $1 per lead, compared with $2.50 per lead using traditional marketing methods. Because digital marketing has so many moving parts, it’s easy for the small business owner without a marketing or technical background to feel overwhelmed.
Beginning in April of 2015, Google’s updated ranking algorithm will begin penalizing non-mobile-friendly websites with lower rankings in the search results. Truly one of the best bargains around, Google Analytics is a free tool that provides detailed information about where your website traffic coming from, which of your web pages are drawing the most visitors, and what keywords are attracting them. Google Webmaster Tools is another great tool provided free of charge by Google, and actually allows you to see your website as Google sees it. Hootsuite is a free social media management platform that allows you to track and manage all of your social media accounts from one convenient dashboard.
No matter how minimal your artistic skills, Canva can help you create professional marketing graphics with ease. Insightly is a robust customer relationship management (CRM) tool built specifically for small businesses that helps you organize and manage your customer contacts, partners, and vendors as well as track ongoing projects. Read previous post:Avoiding Common Website Design DisastersA professionally designed website is absolutely critical to the success of your digital marketing strategy. To say that digital marketers have to be jacks-of-all-trades is a considerable understatement.
If you work on large campaigns or multiple campaigns in Google AdWords on a regular basis, you’ll need AdWords Editor. The recently redesigned interface makes working in AdWords Editor much easier, and the new suite of tools has almost everything a PPC marketer needs for bulk editing. With Bing Ads becoming an increasingly popular PPC platform, the Bing Ads Editor is your all-in-one companion for managing your Bing Ads campaigns. Many PPC marketers have discovered the power and flexibility of AdWords Scripts to help them automate tasks that would otherwise eat into their precious time. Although Bing Ads has intentionally made its experience as similar to AdWords as possible to help advertisers make the transition or run complementary campaigns, one area Bing excels in is its reporting functionality.
Like WordStream’s AdWords Performance Grader, but want to see how your Bing Ads account is doing? SEO Book’s Keyword Wrapper may appear to be an SEO tool, but as with many such tools, it offers a great deal of value to PPC marketers. Search trend data can be incredibly valuable to PPC marketers – so you can adjust campaigns to match seasonal demand – and Google Trends is one of the best free sources of this information out there.
Personally, I barely use Excel’s core functionality on any given day, but for power users, the Analysis Toolpak for Excel adds a whole bunch of additional features that are useful for PPC marketers hoping to wring even more out of their Excel workflow. Similar to Google Suggest – but with a lot more data – Soovle lets you see autocomplete suggestions instantly from not just Google, but several other sites including Wikipedia, Amazon, and YouTube.
One of the biggest challenges in lead generation campaigns is learning enough about your leads to qualify them. One of the most popular third-party tools for PPC marketers, UberSuggest works similarly to other suggestion-based tools, but also offers robust foreign language support and some other nifty functionality.
Strong landing pages are essential to the success of any PPC campaign, and WordStream’s free Landing Page Grader will show you how you can improve your landing pages with a detailed, personalized report.
Nothing like a little armchair industrial espionage to get your campaigns off on the right foot, eh? Keyword Competitor lets you check out what keywords your competitors are using, as well as how well they’re performing. You can never have too much competitive analysis, and the SEMrush suite of tools is definitely one of the best out there.
SpyFu is another competitive analysis tool, but it offers some really cool features other tools lack, such as the ability to download CSV files of competitor keywords and reporting export functionality. WhatRunsWhere is a powerful tool that offers a wide range of data on display advertising campaigns. Of all the competitive intelligence tools we’ve looked at so far, The Search Monitor is one of the most useful.
One thing we hear time and again about our own tools is how valuable the benchmark performance data is, and that’s one area where AdGooroo shines.
With more backlink data than you can shake a proverbial stick at, Majestic remains the go-to for many SEOs.
Wordtracker’s Keyword Map is a handy tool for SEOs looking to build keyword maps for website architecture.
Moz is every SEO’s best friend, and having acquired GetListed in 2012, it’s no surprise that Moz is one of the best tools for local SEOs out there.
It may not look pretty, but this Google SERP Snippet Optimization Tool is actually pretty handy. Our friends at Internet Marketing Ninjas offer several free SEO tools that might help you with your technical SEO work. Wondering where your new links are coming from and just can’t wait for a search engine report or your Analytics logs to catch up? Keeping up with changes to Google’s algorithms can be hard work, which is why MozCast makes it easy and fun.
Schema can be an excellent addition to your site, but to the uninitiated, it’s not exactly easy to get started.
If you’re new to SEO or just want a simpler suite of tools to help you with your technical SEO work, check out Seer Interactive’s SEO Toolbox. Just like their PPC counterparts, SEOs almost certainly use Excel as part of their workflow.
Similar to SEO Tools for Excel, SEOgadget Tools extends the functionality of Excel to make it a more useful tool for SEOs. Alexa is one of the most trusted web metrics sites online, and with the Alexa Toolbar for Chrome, you can see at-a-glance information about the site you’re currently browsing, including traffic rankings, inbound links, and user reviews.
Sometimes there’s just no substitute for rolling your sleeves up and working with the raw data yourself. Offering an in-depth SEO audit of more than 30 metrics, Screaming Frog’s SEO Spider tool is one of the most comprehensive technical SEO analysis tools out there. Yes, other social media tools offer scheduling functionality, but Buffer is among the simplest and most elegant platforms for managing social media accounts.
Although not a social media tool in the strictest sense, IFTTT (short for If This, Then That) lets you connect the apps you use on a regular basis and create logic-driven workflows for automating routine tasks.
Another great Twitter management tool Tweepi makes it easy to get your Twitter account under control. A very nifty tool, Save Publishing lets you quickly identify passages of 140 characters on any web page, making it easy to find – and tweet – quotes and quick takeaways from your content and other sources. SocialFlow doesn’t manage your accounts or make it easier to handle everyday social media management, but it does analyze millions of data points to determine the precise moments when to publish on social to create maximum visibility and engagement with your content. I haven’t used this platform myself, but terrible name notwithstanding, SocialBro seems to offer some useful Twitter management features.
Social media analytics platform Crowdbooster offers some nice-looking reporting features, export functionality, as well as the scheduling and general-purpose management functions you’d expect from a social media tool. Openr is a really nifty tool that lets you add a call to action to anything you post on social media, allowing you to harness the power of social’s reach and make it even easier for your audience to take action. Keeping track of what people are saying about you online is crucial for effective brand management, and Mediatoolkit makes it easy.
Social management tool Everypost does, of course, offer scheduling and publishing functionality, but its greatest strength is its very cool content curation tools. Chrome extension lets you explore relationships with influential people on social media.
Let’s be honest – most slideshow presentations suck, but Prezi helps you make presentations people will actually want to watch.
Powtoon lets you create animated elements for your slideshows quickly and easily, bringing a touch of finesse that most PowerPoints lack. Similar to HubSpot’s Blog Topic Generator, Portent’s Content Idea Generator helps you quickly come up with ideas for new content projects simply by plugging in a general topic.
Trello is a godsend for large or distributed content teams working to a shared editorial calendar by simplifying the editorial workflow process into nice easy boards. Many a marketer mourned the loss of Google Reader (RIP), but Feedly is just as good – if not better. Not all content teams can afford the luxury of hiring a dedicated copyeditor, which is what makes After the Deadline so awesome. Adding interactive elements like online polls can be a great way to make your content more engaging.
For marketers who do a lot of conference presentations or webinars, SlideShare is the other social network. Ever wanted to put screenshots of your product into stock imagery, but lack Photoshop skills?
Canva lets you create stylish, striking visuals for social media posts and content projects with an effortless drag-and-drop interface.
A really nifty tool for content marketers, Share As Image lets you add text to any image on the web for fast, easy social sharing of visual content. Long gone are the days when you needed to hire an expensive graphic design specialist to create beautiful infographics.
Incorporating data visualization into your content projects is a near-guaranteed way to make them stickier and really pop when it comes to illustrating complex topics. It might not seem like a content marketing tool, but Quora can be invaluable for crowdsourcing answers to your questions.

Personally, I favor the hundreds-of-bookmarks-organized-into-folders approach to research, but if this sounds like too much hassle, give Evernote a try.
The granddaddy of analytics tools, Google Analytics offers everything you need to track the effectiveness of your campaigns and monitor the performance of your site. Heatmaps are immensely useful tools to see how your visitors are really interacting with your site, and nobody does heatmaps better than CrazyEgg.
If you are a small business owner and venturing into the land of online marketing, it’s always good to have a few tools at your disposal that make your life easier.
Hootsuite is a social media dashboard that allows you to schedule and send out messages to your social media accounts from one place.
The best way to get started is to sign up for an account and add the social media accounts that you would like to monitor. For one, they have a free account that has a lot of functionality, and the analytics are very impressive. You can put this data to use and learn who your most engaged customers are, which can help you with sales later on down the road. You can set up your own online surveys quickly and with little effort with a tool called SurveyMonkey.
If you want more traction on social media, Rafflecopter is one of the best choices out there. Since sometime close to forever, the way to preview sites prior to pointing DNS, was to modify the hosts file on your PC.
Landing pages are one of the ultimate ways to attract new customers to your site -- and ultimately increase sales. From forums to ecom sites, the importance of current Terms of   Service, Privacy Policies and various other legal documents cannot be be stressed enough.
Although there is no one magic formula or solution that will guarantee your business will snowball into greatness, learning expert tips of the branding and social media world are a necessity. When you’re at a social gathering, or networking event everyone flocks to the congenial guy telling a great story by the bar, and they tend to stay away from the quiet guy sitting in the corner without a name tag the one who gives awkward stares and keeps to himself. Although time and consistency is the key to building trust in any relationship, there are certain practices that can help online. Social Media Today reports that customers may be growing less inclined to follow or like a brand’s social media pages. The worst response a person can hear is nothing, and nothing hurts brands and customer feelings as much as being ignored. Privacy is a hot button issue right now, which is why it’s so important to be upfront about your brand or services privacy policy. In a world of micro-moment marketing, customers and prospects are seeking more bite-size content to consume. Many businesses have invested a lot of time into developing a large fan base on Facebook with a business page. With the ability to communicate “Facebook only” sales specials, coupons and deals through status updates, business users are already beginning to benefit from increased sales opportunities as a result of a strong Facebook presence. For companies that offer products for sale online, Facebook sales opportunities can be amplified with a direct plug-in application that adds an online store complete with e-commerce shopping cart functionality embedded on a tab on your Facebook page. You have probably seen some big brands set up stores on their Facebook business page and thought it was only something that big companies with big marketing budgets and IT support teams could implement. Next, you will want to identify which ecommerce shopping cart app vendor you want to use for your online store on Facebook. Big Commerce is a leading e-commerce online store provider that offers a Facebook application called SocialShop. According to Big Commerce, over 10,000 businesses are currently using their SocialShop application to sell products online via their Facebook business page.
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Small Business Administration has found that a small business with a website averages 39 percent greater revenue than businesses without an online presence. Fortunately, there are a number of marketing tools, many of them free, to help even a newcomer create and manage effective multi-channel digital marketing campaigns. In short, if your business depends on organic search engine traffic, you need to get mobile-friendly and you need to do it now.
With the insight gained from Google Analytics, you’ll be able to measure the effectiveness of your SEO efforts and fine-tune your campaigns for optimal results. Webmaster Tools gives you actionable information about which keywords your site is ranking for, how many visitors are viewing your site for each keyword, and the number of people who are clicking through to your website from the search results page.
You can monitor and respond to social conversations about your brand, schedule new posts, and receive regular reports to help measure the effectiveness of your social media efforts. Canva features an easy to use drag-and-drop interface, pre-made layout templates, and a stock photo library with more than 1 million images.
You can get started with Insightly’s free plan that allows for up to 2,500 contacts and three users, and upgrade as your business grows. Marketers don’t often get the recognition they deserve for having to master so many different software tools, but if there’s one profession that requires knowledge of more tools than a Swiss army knife, online marketing is it. In this list is (almost!) every tool you’ll ever need to master (almost!) every aspect of a digital marketing campaign, from PPC and SEO to social to content and email marketing. Although you need an AdWords account to use it, the Keyword Planner isn’t just for PPC; it can help identify a wide range of keywords and associated data for uses in your AdWords campaigns as well as content marketing and SEO. See what you’re doing right, and where you could improve, and see a greater return on your AdWords investment. The Bing Ads Intelligence suite of tools offers some remarkable reporting, so if you’re serious about Bing Ads, be sure to explore Bing Ads Intelligence.
Simply enter one or more keywords, then “wrap” them into groups according to match types such as broad, phrase, and exact – or all three! Phrase Builder is a great tool for quickly generating related keyword lists based on your input criteria. Very handy, but it’s worth noting that Google plans to cut off access to the autocomplete API in the near future, meaning Soovle will only be able to provide results for other search engines when this happens. Again, when Google sunsets access to the autocomplete API, this tool might disappear, but for now, it’s worth checking out. SplitTester allows you to enter numerical CTR data to predict the ongoing performance of the two ads. This handy tool also lets you get the lowdown on what other businesses in your space are up to, allowing you to make informed decisions about your own campaigns.
Search for detailed keyword data by domain or keyword, and see what everyone else is up to.
It also has a really nice interface with plenty of important information easily available at a glance. Covering 150,000 display advertisers across more than 90 ad networks in 15 countries, WhatRunsWhere is essential for companies hoping to get ahead in (display) advertising.
PPC marketers can use The Search Monitor to examine data on sponsored listings and PLAs across nine ad networks and 1,200 industry verticals, and also offers a ton of geotargeting and custom audience functionality.
As well as the usual ad spend estimate modeling and other tools, AdGooroo also lets you look at snapshots of specific brands in your vertical – very interesting if you’re looking to adjust your PPC strategy. Google does offer variation matching within AdWords, but this tool is still useful for the hyper-control-freak PPCers out there. This free tool lets you find keyword niches (as in, pre-organized keyword groups), which can be very useful when thinking about how to structure your campaigns. You might not have given much thought to how Google’s autocomplete functionality can help you, but with powerful modifiers and other tricks, there’s more to it than meets the eye. This tool offers a wide range of functionality that every SEO will find useful, from link profile data to content referral information. This robust tool (which offers its own API for working with your own data sets) is extraordinarily powerful.
With DeepCrawl, you can test the impact of changes in a safe environment before pushing them to a live server, among many other awesome tools.
The Anchor Text Over Optimization Tool lets you search for and identify over-optimized anchor text links (which can look unnatural to Google) on external sites, and also allows you to submit change requests directly to site webmasters. MozLocal helps local businesses rank competitively in the search engines, making smaller sites as visible as possible. It lets you mock up SERP snippets and URLs quickly and easily so you can see ahead of time what your content will look like in the search results.
Tools available include a broken link checker, an image and link analyzer, an on-page optimization tool, and a Greasemonkey add-on that helps you find URLs from search results. Then check out Linkstant (as in links + instant), a link checking tool that offers immediate results. MozCast compares Google algorithm updates to the weather, providing at-a-glance updates of how much the algos have changed over the past day or week. Rank Checker for Firefox is a free, open source add-on for Mozilla’s browser that lets you quickly check your rankings without handing all your data over to a third party. Made with marketers, not technologists, in mind, these handy tools will help you get more done with less effort and technical know-how.

Similar Page Checker is a free web-based tool that runs comparisons of your pages to a second page, highlighting areas of similarity that could get you in trouble with Google. Then use URI Valet, a free tool that allows you to check server headers according to a range of parameters, including by protocol and user agent.
Use this tool to find broken links on your site quickly and easily as well as to easily get a full list of all your indexed pages. The MozBar browser extension lets you perform a range of SEO tasks from your browser, including keyword ranking data analysis, schema validation, and SEO metric reporting.
If this sounds like your approach to SEO, you’re probably already using the Mozscape API – but if not, check it out right now. This fully featured platform offers all the social media management functionality you could ever need, which is probably why it’s so popular.
See who’s not following you back (and unfollow en masse), clean up your follower list, and even force undesirable accounts to unfollow you. This tool evaluates the strength of your Facebook page to give you additional insight into areas you can improve when engaging with followers and fans on Facebook.
Offers agency-specific tools as well as functionality to handle social customer service (very important).
This isn’t dystopian science fiction but a reality thanks to Happy Cyborg, a fun tool that’s still in beta. The original link shortening tool is still highly useful as a standalone tool, even after Twitter incorporated functionality into TweetDeck. It provides additional information about people, including previously unconnected accounts, such as a person’s Facebook or LinkedIn profiles from their Gmail account, and helps you form stronger relationships with industry power users. Then try HubSpot’s Blog Topic Generator, which does pretty much exactly what you’d expect it to do. Polar makes adding polls to your content a snap, and it has a really intuitive interface, so you don’t need mad coding skills to get started. Now you can with PlaceIt, an easy way to customize images with your own branding and product stills. You can upload your own assets to work with (for free), or pay a small fee to use Canva’s own library of visual materials.
Just be sure to get permission to use images you find online before including them in your campaigns. Piktochart is an awesome free tool that lets you start designing infographics, presentations and more in minutes. Tableau Public is an amazingly powerful, completely free data visualization tool that lets you create incredible interactive visualizations. To check if your latest post is a little on the wordy side, check out The Readability Test Tool, which evaluates web pages according to the Flesch Kincaid Reading Scale. Many content marketers use Quora to find quotes, explain complex topics, and other ways to make their content more accessible.
This powerful free app lets you save virtually anything you find online to a personalized folder system synced across all your devices – awesome. Whether you are just getting started, or have been for awhile, saving money is always a good thing — especially when you can get the job done without shelling out more money.
You can connect up to (5) accounts for free, which is often more than enough for most small businesses.
If you do a lot of email marketing and are concentrating on growing a list, you may want to go with Aweber; it has a bit more flexibility. You will be able to see how many times your customers open your emails, plus get to see what links are being clicked the most. Whether you are selling a product or service, your customers are the deciding factor for your success.
The free plan includes basic options that will allow you to collect customer feedback online, and their paid plans have a wealth of other features added in.
If you haven’t heard, Facebook now allows contests to be ran on your Timeline, but just because that door is now open, doesn’t mean you want to abandon running your contests through apps.
Unfortunately, 50 percent of businesses fail within the first five years of their inception, according to the International Expert Directory, and you don’t want to be one of them. Ecommerce companies like Addoway also help to promote and expand your brand presence and reliability within your customer base by letting friends see who bought what from where, and using social graphs to help buyers discover and unlock retailers that would be perfect for their needs. This is because brands generally aren’t as engaging as personalities, nor do they resonate with people on a personal level.
If a brand is engaging and entertaining however, customers are more than 40 percent likely to recommend them to their friends.
They are looking for information that is quick, understandable and easy to act upon if desired.
Facebook has become a great communication and branding tool to help businesses build a loyal following of customers and prospects. In fact, many businesses – large or small – simply take advantage of off-the-shelf apps for adding an online store option to their Facebook page.
There are several different companies that offer Facebook apps for online stores, but using a company that offers e-commerce functionality for your Facebook page as well as your external website might be the best approach to save time and money.
The SocialShop app comes free with all online store service plan levels and lets you set up a fully functional store on Facebook.
The SocialShop app for Facebook is free when you sign up for any of their e-commerce plans. After the fully-functional trial period accounts start at only $24.95 a month to manage and maintain an online store that lets you easily sell products with shopping cart functionality on your website, Facebook, eBay, smartphones and more.
Diane also serves as the marketing director for SureShade, a growing small business that has become the new standard for shade on boats, and runs Marine Marketing Tools, a site that bridges her passion for boating and small business marketing.
The latest generation of consumers grew up with the Internet, social media, and mobile phones, and there is simply no way that they will ever go back to the “prehistoric” days of network television, paper telephone directories, and the daily newspaper.
Mobile is the wave of the future, and your business is going to be at a serious competitive disadvantage without a website optimized to provide a good user experience across all mobile devices. With Canva, you can create everything from website header art, social media graphics, and Powerpoint presentation slides for free. The WordStream Bing Ads Performance Grader will evaluate the strength of your Bing Ads account and provide step-by-step advice on how to improve.
Compete offers estimated traffic data based on a range of metrics, and you can plot your results against primary and secondary metrics to customize your reports.
DeepCrawl lets you check your redirects, ensure your hreflang tags are applied correctly, review canonicalized pages, and more. This software adds a range of SEO-centric functionality to Excel, making it easier to get more done in Excel.
Happy Cyborg assumes control of your Twitter handle and behaves as you would based on common responses to Twitter interactions. For most small businesses, if you just want to send out a simple newsletter to your customers from time to time, Mailchimp is the perfect solution. For example, contestants can earn more points by ‘liking’ your page, following you on Twitter or Pinterest, or sharing a tweet. It is a great tool to not only find infuencers or people interested in your niche, it’s also an incredible tool for uncovering link opportunities and getting ideas for blogging.
Building your brand through your online presence is one of the most effective ways you can take the business world by storm.
In fact, according to a survey on SMT, “over 70 percent of all customer complaints sent to companies via Twitter fall on deaf ears. It is recommended that you boil down your privacy statement into a few easy-to-understand sentences that can’t be misconstrued- especially when it comes to their personal information.
Business pages will give you much more functionality for promoting your business – including adding apps that allow customers to purchase products directly from Facebook.
That way you can use one tool to manage products you sell online – via Facebook or your website – for a seamless shopping experience for customers. With Big Commerce SocialShop you can offer fans a complete browsing and buying experience – including search, checkout and product comparisons – without them needing to leave Facebook.
Probably not recommended for corporate accounts, but it could be ideal for busy entrepreneurs who find themselves tweeting the same stuff frequently. This minimalist writing environment strips away everything between you and that all-important first draft, giving you the time and space to get more done.
The variety of options offered gives you the ability to use this app to build a following across multiple social channels at the same time, while at the same time exposing your business new (potential) customers. You should see a list of some of the best performing content on social media, sorted by the actual page. Think about how much more personable and approachable Oprah is when she posts instragram images of her dogs in bed with her.
This should then be followed up by a link that leads to your full, comprehensive privacy policy.
Giving a human glimpse at who you are, without going overboard, helps users see and trust the person behind the curtain.
If you can do even 20% better, there is a good chance that you can get people linking to your content as well.

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