To be an effective digital marketer there are a number of tools that you need to utilise. We’ve looked through all the tools we’ve used in 2014 and here’s a roundup of what works for 2015.
Digital Marketing Tools to Monitor Social Media
Monitoring your activity across social media platforms will tell you if your efforts are successfully reaching the right audience and how well your customers are responding to your brand.
Some of the best tools for measuring social media activity are;
- Shoutlet – An all-in-one tool that lets users plan and schedule updates whilst also collecting data an fan history by measuring conversations and looking at the sentiment behind them. Shoutlet can also be linked to Google Analytics for in-depth analysis of the impact of social media on your digital marketing efforts.
- Viralheat – Viralheat analyses conversations across platforms, seeing how people are engaging with and reacting to brand profiles. Viralheat also has the option of planning and scheduling updates with rich-media integration and link shortening features. Viralheat also lets users monitor their competitors and shows them which topics are currently trending. With an agency option, users can also manage multiple brands’ social media from one dashboard.
- Fanpage Karma– For an in-depth look at Facebook fan pages, Fanpage Karma is the best tool to use. It produces detailed reports analysing fan pages, providing information on; the number of fans, average weekly growth, posts per day, percentage of engagement with fans, the amount spent on Facebook advertising, service level and response time of a particular Facebook fan page.
- Likealyzer – Like Fanpage Karma, Likealyzer analyses Facebook fan pages taking into account the same statistics. Likealyzer is also a good tool to use for competitor analyses as it provides information on; similar brands, average ‘Likerank’ and a rating for where the page sits in its respective industry. Likealyzer has a unique feature whereby it gives its user recommendations on how they can improve their own Facebook fan page. The suggestions can include; reviewing the length of posts, asking more questions and trying Promoted Page Ads to attract more likes.
- Tagboard – A brilliant tool for identifying trending hashtags and topics, Tagboard shows users the latest posts on Twitter, Facebook, Google+, Vine, Instagram and Flickr that have used specific hashtags. It can also recommend similar hashtags and users can create ‘tag boards’ of posts from across social media platforms that share the same hashtag. These tag boards can then be embedded into websites and blog posts – perfect for a marketing campaign that has a designated hashtag!
Digital Marketing Tools to Identify Social Influencers
Once you have started your social media marketing campaign and are regularly posting on social networks, you will then need to connect with social influencers. Social influencers are the best performing profiles on social media, for example, celebrities or brands who achieve high rates of engagement and have a lot of followers.
Some of the best tools to help you find social influencers are;
- Buzzsumo – Buzzsumo lets its users identify the top performing content within their industry simply by searching for keywords that are likely to appear in the title of the content. Alternatively, users can search for a domain name and identify the key content that has been posted on that domain. Buzzsumo will show how many times the content has been shared on each social network along with a breakdown of page authority and number of followers so you are able to see the top influencers that have shared that content.
- Social Crawlytics – with its claims to have 435.8 million scanned URLS, 28.3 billion shares counted and 22.2 thousand active users, Social Crawlytics is an impressive tool for identifying domains that are sharing frequently shared content. As an added bonus, users are also able to identify the domains that are being used to publish competitor’s content.
- Followerwonk – A tool for analysing twitter followers, Followerwonk shows you a range of information about your own twitter followers, such as; their geographical location, frequently used keywords and when your most active hours for retweets are. In addition, users can also use the tool to search twitter biographies using keywords such as product names, industry, location or any other relevant information that will appear in the biographies of the Twitter users that they want to search for.
- Klout – Klout provides users with a way of attributing a rank or score for social media users based upon the amount of influence they have. The more active and the higher a user’s engagement rate across social profiles, the higher their Klout score will be.
- Keyhole – A hashtag tracking tool, Keyhole allows you to follow and track specific hashtag to see how they are performing across different social media networks. Results can be filtered by conversations and top content and further refined to show influencers that are disseminating the content.
Digital Marketing Tools for Analytics
In order to keep your website consistently performing well it needs to be regularly analysed and assessed. There are a variety of tools around that can help you review your website; some of our favourites are below.
- SimilarWeb- By entering the URL of a website, users of SimilarWeb will get an in-depth report of that site looking at; the website ranking, number of visits per month, traffic sources- including social referrers and similar sites. This data is also available to download into a handy excel file or pdf, making SimilarWeb a brilliant research tool. SimilarWeb can also analyse mobile apps and takes into account the traffic from in-store and external sources and popular keywords from in-store and search engine enquiries.
- QuickSprout – Quicksprout provides a range of tools that allow its users to analyse their own websites and compare the data with that of their competitors. Reports generated include detailed SEO reports, social media reports and tips on how to improve your website based upon the findings.
- Alexa- Owned by Amazon, Alexa provides “actionable analytics” for the web, giving a site overview, taking into account engagement and demographic data, site comparisons and keyword research. Alexa has more of an SEO focus and offers traffic source metrics along with full SEO audits and keyword research.
- Google Analytics- One of the most popular analytical tools, Google analytics provides a great range of insights aimed at improving your website’s performance and it is free to use for sites with up to 5 million page views per month or unlimited page views if your site is attached to a Google Adwords account! Google Analytics lets users track their monthly visits, traffic sources, number of page views, average time spent on the site and much more. Google Analytics looks at traffic patterns and bounce rates, enabling you to identify content that may be driving users away from your site or is simply not being used.
Digital Marketing Tools for Web Testing
Having a fully functioning website that visitors can use intuitively is a huge bonus when trying to attract visitors and achieve conversions. To ensure your website is running smoothly there are some amazing tools you can use.
- SiteBeam- With speed tests, cookie law compliance detectors, search engine rank, W3C compliance tools and even a spell checker Sitebeam ensures that all aspects of your website are working as they should be.
- UserReport- User report provides information collected from your site visitors such as; demographics and overall satisfaction with your website. It does this through surveys and forms that can be integrated into your site and modified to include your own questions. In addition, UserReport also provides insights into traffic sources, where visitors are clicking on your website and which device they are using to access the site.
- Optimizely- An A/B testing tool that is easy to use with a simple visual point-and-click option, optimizely lets users test different approaches to the usability of their website and analyse the results. With tracking features to track clicks, conversions and sign-ups, and testing features that allow you to segment your visitors, Optimizely is a great tool for understanding how your visitors use your website.
Heatmap Digital Marketing Tools
Using heatmaps can really help you to understand how visitors are using your website by showing you where they are clicking, how far down the page they are scrolling and identifying any links that are not being used or pages that are not being visited.
Three of the best tools we have found for producing useful website heatmaps are;
- SessionCam- SessionCam’s heatmaps show a variety of information such as; mouse movement, click activity, page scrolling and where visitors’ attention was attracted the most. Also, users of SessionCam can watch actual recordings of people using their website. Including any gestures made on a mobile device such as zoom, pinch, tap and double tap. SessionCam also has a funnels, form analytics and field drop-off feature to show you where your visitors are entering and exiting your website, and highlights any particular drop-off points on online forms.
- ClickTale– In much the same way as SessionCam, ClickTale’s heatmap tools identify mouse movement, click activity, page scrolling and attention points. However, ClickTale offers more insights into your website’s conversion rates and helps users to identify any issues that are causing visitors to drop-off and fail to complete conversions. With its advanced filtering options, users can separate data into various segments by defining any business process, scenario or funnel. ClickTale also has an advanced ‘Form Analytics’ feature that produces a number of reports such as; the conversion report which shows how many visitors found the form, tried but failed to submit it and those who successfully submitted it, the drop report which shows which fields were the last ones to be completed before the form was abandoned, the Time Report, the Blank Field Report and the Refill Report.
- Inspectlet- Inspectlet offers the same features as SessionCam and ClickTale but has more flexibility when it comes to price packages, making it a more attractive option for smaller businesses. There are basic free and micro plans starting at $39 per month, the ‘Start-up plan’ which costs $79 per month or the more agency-specific ‘Accelerate plan’ which costs $299 for a variety of features.
What’s missing? Do share your digital marketing tools with us @annmariehanlon and @evonomie