As a digital marketing agency, we work with clients from a range of different industries.
Every client has their own unique business needs, whether it’s generating leads, raising awareness of their offering, increasing customer retention, or finding a key point of difference from their competition.
It’s important to tailor the right marketing mix to meet these goals in the most measurable and cost effective way.
Digital is a key component of any marketing mix and we enlist the help of some powerful online tools to streamline or improve reporting across social media, data analytics and production.
To help you get more from your marketing campaigns we’ve picked out five powerful tools from our digital marketing toolkit.
Tools Of The Trade
1. Unbounce – Rapid Landing Page Creation
Good landing pages can dramatically increase the effectiveness of your digital advertising campaigns.
Whenever you run an AdWords or Display Advertising campaign, we always recommend that you create a tailor made landing page specific to your offer. In fact, it’s best to create a mix of landing pages for each campaign, allowing you to experiment with different creative and messages through A/B split testing.
By providing a clear, single call to action and a message highly tailored to your advertising, visitors to your landing pages are more likely to find what they’re looking for.
Developing landing pages can be expensive and difficult for marketers, especially those that lack an in-house development team. In fact, getting landing pages built and tested is one of the top five challenges faced by B2B marketers (Source: Marketing Sherpa).
Unbounce lets you easily roll out and manage your landing pages quickly and easily. The great thing about this tool is the amount of customisation and integration that it has on offer. There’s a great number of pre-built templates to serve as a starting point and, you can roll out your own designs using a simple WYSIWYG editor. With mobile use the highest growing space for digital, your landing pages can be optimised for both desktop and mobile.
If you know a bit of web development you can do pretty much anything. Create two-step conversion forms, implement scripts across your landing pages for analytics, remarketing, heat mapping, and more.
Every marketing campaign has different goals and often even different audiences. Each page needs to be designed independently to provide the best tailored experience for your audience. Often you need to experiment with your landing pages to find out what works best and Unbounce makes that a lot easier.
Find out more about Unbounce at their website.
2. Crazy Egg – Heat Mapping
Revising and experimenting with digital marketing campaigns can be a great way to learn more about your consumer and how to get the best results for your spend. Whether it’s a website page or a landing page for a specific campaign, you want to know what our users are doing and you want that data to be easy to understand.
While tools like Google Analytics are great at providing a lot of information about what a user does on your site, they don’t tell you the whole picture. There are excellent insights to be found when you can see what people are doing while on your pages. That’s where Crazy Egg’s heat mapping tool comes into play.
Crazy Egg’s click heat map tells you where visitors have been clicking on you web pages, allowing you to add new links or rearrange certain elements to enhance conversions.
This will tell you when you need to make buttons more obvious and will help you highlight misleading or confusing content. This is great for improving conversion focused pages on your website, or your landing pages. It’s also a great tool for testing the usability of your website in general.
There’s also a scroll mapping tool that shows you where people are scrolling and lingering on a page. Find out how engaging your content is, and work out the best place to put your offer and call to action. There’s also support for A/B split testing and unique configurations, and the tool is super easy to setup and use.
Learn more about Crazy Egg.
3. Moz Analytics – Site Analysis
It’s always great to know what’s going on at a more granular level. You want to know how specific pages are ranking in search engines, what can be optimised on-page for better results, and who’s linking back to your site. Moz makes that all possible.
By integrating with your website, Google Analytics and social media accounts, Moz can track and monitor a lot of marketing data. Get regular updates of any page or content errors, develop and report on keyword lists to monitor how well you’re performing in search engines, and compare your website against your competitors.
The on-page grading tool allows you to focus on optimisation at a single page level. Moz provides opportunities and recommendations based on the information it tracks from the accounts that you integrate with it, making it a very powerful optimisation tool.
Moz also keep an excellent blog covering digital marketing, search and site optimisation.
You can find Moz here.
4. Screaming Frog – Site Analysis
Screaming Frog is a neat little site analysis tool that can be downloaded for free.
The tool can be used to crawl your website, looking for opportunities to improve the health of your site, SEO and helps you with link acquisitions.
Use Screaming Frog to run a diagnostic test on your website to check for site errors. Ensure code like header tags are being properly used, and gauge site load response times.
These insights allow you to pave the way toward optimising your site for improved search and usability, attracting additional leads and reducing your cost per sale.
Check out Screaming Frog here.
5. Hootsuite – Social Media Management
Good content creation is often a critical part of any marketing campaign, and social media is vital to sharing and amplifying your content with your target audience.
However, maintaining accounts across a number of different social media platforms can quickly become a time-sink, especially when trying to keep track of several accounts.
With five social media dashboards open at once, all with different interfaces, posting your new piece of content at the right time is hard enough, let alone managing user interactions.
Hootsuite brings together the bulk of your social accounts into a single dashboard, with support for over 35 networks including Facebook, Twitter, LinkedIn, Instagram, Google Plus, YouTube and more.
The tool not only allows you to post content organically and switch seamlessly between platforms, it also saves you a lot of time with a great scheduling feature.
Instead of working on a post by post basis, you can plan a whole month’s content in advance and schedule it all within minutes. This allows you to focus more on your social media strategy, and less on administration.
Hootsuite works great for social media engagement. You can easily setup different streams that search for popular topics on each platform based on factors such as language, keywords or location, or monitor who is talking about your brand or product and engage with them.
The tool includes some great reporting and analytics functionality and supports teams, allowing multiple people to work across the accounts with different levels of access.
Get the low down on Hootsuite at their website.
Bringing Your Campaigns Together
We’ve covered just a few of the tools we use to manage our digital marketing campaigns. It’s one thing to have the right tools, it’s another to know how to use them effectively.
If you need help bringing your next marketing campaign to life, why not drop us a line and find out how our digital marketing specialists can get real results for your business.