It’s the perfect month to start thinking about resolutions for your business. Why not January, you ask? Because even though we all say we’re going to make New Year’s goals to eat healthier, exercise more, or start an Instagram channel for our dog, we don’t. So, February (or whenever you’re reading this) offers a second chance to reboot and get started on your personal and professional improvement goals.
But don’t worry, I’m not here to try to convince you to eat salads and go to the gym. I’m here to help you do something much easier. I want you to improve your digital marketing strategies for 2020. That’s right: getting better results from your digital marketing campaigns is easier than eating spinach salads for lunch every day. Plus, it’s just as healthy for your business as those leafy greens are for your body.
All you need to provide your digital marketing strategies with a little boost are the right tools. In this article, I’ll walk you through the top digital marketing tools for 2020.
Content and Design Applications
A good place to start when trying to maximize results from your digital marketing strategies is with the written and visual content of your website, emails, newsletters, and other digital media.
Office 365 combines the power of Microsoft’s Office suite with the file storing and sharing capabilities of SharePoint. With Office 365, you can access all your Office apps and documents via the cloud. 365 also makes it simple and easy for multiple people to collaborate on projects. You can share SharePoint documents with other users and edit permissions for collaboration, editing, and approval purposes.
Grammarly is an application that checks more than just the spelling and grammar of your documents. You can set the desired tone, reading level, and other metrics to optimize each piece for your targeted audience (as shown here). Grammarly will then suggest changes based on these parameters.
Content management systems (CMSs) help organize and create digital content, typically for use on websites. One of the most popular and powerful website content management systems is WordPress, which allows business owners to create and manage beautiful, robust websites without having a technical background in web building processes and languages.
Figma offers a whole new level of collaboration for designers. It’s a collaborative interface design tool that allows teams and coworkers to come together on an asset or project. Figma also provides interactive design elements and prototypes for websites, apps, and graphics.
At LaFleur, our designers use Figma to review, edit, and package layouts and sitemaps quickly and efficiently before sending the assets off to the development team.
Adobe Creative Cloud (CC) Suite includes more than just photo touch-up abilities with Photoshop. Adobe XD (pictured here) helps create design, color, and layout mockups. The full suite also includes applications for graphic design and video production. Overall, the Adobe CC Suite is a must-have for any business that plans on doing design work in-house.
Social Media and PPC Tools
Want to take some of the hassle and guesswork out of your social media and paid advertising strategies in 2020? Take a look at these tools.
A successful social media strategy requires planning, organization, and consistency. Social media marketing and management tools like Hootsuite, Sprout, and Buffer offer slightly different capabilities, but all of them allow businesses to manage and schedule posts across multiple platforms to create a seamless posting plan. Hootsuite is our favorite because it allows administrators to create and schedule content, measure ROI, run ads, and more.
Nearly 70% of U.S. adults used Facebook as of February 2019, which makes it one of the most popular social platforms and the most critical for many business’ social media strategies. Facebook Business allows companies to manage multiple pages, share account access with agencies, and build custom audiences for advertising. Facebook also offers Ad Manager, a tool that helps organizations create, manage, and review the performance of ad campaigns.
Google Ads lets companies get their business in front of potential customers or clients within the Google Search Network and Google Display Network. Google ads are fully targetable, controllable, measurable, and manageable. This control gives your business the ability to maximize your budget by targeting only your most valuable potential customers and measuring the results to optimize future ad campaigns.
Less well-known than some other tools on this list, Spyfu allows businesses to see what keywords their competitors rank highly for in search or are purchasing on Google. In other words, you could search Spyfu for a specific competitor’s top organic and paid keywords, look for strengths and weaknesses, and then design your own campaigns to target vulnerable or highly desirable keywords.
Email Management and Marketing Automation Tools
Many tools exist to help with email management and marketing automation. Marketing automation tools let your business manage multiple online resources and automate repetitive tasks like sending newsletters and follow-up emails.
Constant Contact is one of several options for easy email management. The software allows you to create, schedule, and review email campaigns. You can also manage contact lists easily and efficiently. Constant Contact has a few other offerings, such as limited tracking and reporting as well as event management tools.
SharpSpring also has email management capabilities but offers more in terms of marketing automation than Constant Contact. SharpSpring provides analytics, social media tools, lead nurturing capabilities, and segmentation options, among other features.
In addition to email management, marketing automation capabilities, and social media tools, HubSpot also offers a variety of website design and tracking features. Of course, the added features come with costs, but this all-in-one solution could be a useful choice to replace several different digital marketing tools.
Tracking and Analytics Resources
Some of the most powerful and intriguing digital marketing tools focus not on creating content but on monitoring and analyzing the performance of content. Tracking the results from your strategies helps you determine what’s working, what’s not, and what to do next.
Google Analytics tracks site visitors to determine how they reach your website (as well as where they go when they leave) and monitors their behavior while on their site. Additionally, Analytics provides reports on best-performing pages, keywords, and blogs. This information allows you to identify your target audience and figure out which types of content and design elements help you achieve your business goals.
While Google Analytics keeps track of site visitor metrics and behaviors, Google Search Console focuses on how your website appears in search results. Search Console shows which queries bring visitors to your website by analyzing impressions, clicks, and the position in which your site appears in the results. These functions can help you achieve SEO-related goals for your website.
This keyword research tool helps your business find keywords that can help you reach more potential leads. Google Keyword Planner also displays the past, current, and projected popularity of each keyword. Your business can use the results in a variety of ways, such as in paid campaigns or as inspiration for new blog post topics.
Ahrefs also boasts keyword planning capabilities, but this tool includes many other useful features as well. You can use Ahrefs to check out your competitors’ top-performing pages and their results in organic and paid search. Then, you can see how your own site has been performing in comparison. In addition, Ahrefs will audit your site and look for linking errors and other issues that can hurt your performance in search engine results. Overall, Ahrefs is a combination planning and reporting tool that both lets you see where you are and helps you get where you want to be.
Get Better Results From Your Digital Marketing Strategies When You Partner With LaFleur
A well-rounded digital marketing strategy involves using a variety of digital tools for creating, monitoring, automating, and analyzing your digital content. Some of the best digital marketing tools include subscriptions and a high learning curve to get up and running, so they remain out of reach for many small companies.
At LaFleur, we have subscriptions for many of the tools listed in this article. We use our expertise to improve our clients’ digital marketing strategies and help them achieve their business goals. Contact us today to learn how quickly and easily you can get up and running with these digital tools. Call us at 888-222-1512 or fill out our simple contact form to get started!
Social media fact sheet. (2019, June 12). Pew Research Center. Retrieved from https://www.pewresearch.org/internet/fact-sheet/social-media/