Discover the essential digital marketing tools that the pros use. We’ve compiled a list of must-have digital marketing resources to deliver insights into your campaigns and marketing efforts. These tools touch upon various areas of digital marketing, such as search engine optimization, analytics, social media, paid search, content, and reporting.
Open SEO Stats & Screaming Frog SEO Spider (SEO)
Creating an SEO strategy and identifying key areas for improvement takes time. With the extension Open SEO Stats, advertisers are able to quickly gather high-level information on SEO items that require attention. This extension is integrated with ranking tools such as Google PageRank and Alexa to give brands an idea of their current organic ranking. Open SEO Stats also identifies page elements such as title tags, meta descriptions, H1 tags, robots.txt, sitemaps, as well as internal and external links. This tool shows brands which SEO elements are missing or need improvements to help increase organic site traffic.
For users looking for a more in-depth SEO analysis of specific pages, Screaming Frog SEO Spider allows brands to crawl their entire site and analyze key SEO elements. This tool helps determine common errors such as incorrect redirects, broken links, missing meta tags, and duplicate pages. Previews of title tags and meta descriptions are also provided with character counts, to allow brands to identify any truncations. Furthermore, advertisers can export the crawled data for auditing and analysis purposes. Although the full version requires an annual fee, the standard free version crawls up to 500 URLs, which is a great start for smaller businesses.
Ghostery, Google Tag Assistant, and Google Analytics Debugger (Analytics)
Ghostery allows users to identify and block trackers that are loading on a given webpage. From an advertising perspective, Ghostery helps brands identify and troubleshoot the various tracking technologies that they have implemented.
Similarly, Google Tag Assistant verifies tags from Google products that have been set-up on a site, including Google Analytics tags, Google Tag Manager tags, and AdWords Conversion tags. The extension notes whether the tags are present on the site, if there are any set-up errors, and makes recommendations for tag implementation. This tool detects common errors such as having an Analytics tag placed on the wrong section of your site, or having duplicate Analytics tags that skew your data.
Finally, the Google Analytics Debugger extension is a great tool for users to identify the variables, values, events, and other parameters from Google’s trackers. This is a Google chrome extension that displays useful information to the console tab of the developer tools function. Alerts include error messages and warnings, which can tell you when your analytics tracking code is set-up incorrectly. In addition, it provides a detailed breakdown of each tracking beacon sent to Google Analytics including data layers, events, eCommerce data, etc.
It’s a well-known fact that Social Media and Display ads need to be visually enticing to grab a user’s attention, given the amount of content that is constantly being pushed through our feeds. This can be difficult at times for small business owners who don’t have access to professional graphic designers or complicated design software. Luckily, Canva is a tool that allows brands to seamlessly create eye-catching creative with their free and customizable templates. Canva provides access to millions of stock images, various photo filters, fonts, and icons, with a simple drag-and-drop interface. Users are also able to load their own images or logos to created well-branded designs.
Iconosquare & Followerwonk (Social Media)
With Instagram’s currently limited data for users, tools such as Iconosquare allow brands to receive more insights on their Instagram posts. This tool is a great way to monitor performance of your posts, including hashtag performance, engagement, likes, comments and follower growth.
Followerwonk, an app provided by Moz, gives users the ability to dive deeper into Twitter’s analytics. The tool provides insights (locations, bios, tweets) on your followers, competitors and prospective influencers. Data is provided through reports and social graphs.
Google Keyword Planner & Google Trends (Paid Search)
You’ve set-up your AdWords account and now you’re ready to start bidding on keywords, but where do you start? Two main tools for identifying search volume, trends, and variations of keywords are Google’s Keyword Planner and Google Trends.
The Keyword Planner, which is found in the AdWords platform, provides average search volume, estimates on competition, and estimates on costs for searched terms. Variations of your search term are also listed for consideration and insights are listed by location.
Google Trends allows brands to explore various keywords, including long-tail keywords (search phrases), to see how terms are trending over time in different regions. This way advertisers can prioritize their bids for downwards trending keywords and compare search results.
Reporting can be quite time-consuming, especially for advertisers managing several accounts, or brands separately reporting on various products and services. Supermetrics, however, eases the pain by automatically pulling in data from Google Analytics, AdWords, Facebook, Twitter, and other paid channels. After initial set-up, data can be quickly displayed in tables or dynamic charts. This allows advertisers to spend less time exporting and formatting data, and more time analyzing results to make strategic recommendations. Reports can be refreshed for up-to-date data and scheduled to email addresses for easy sharing.
We hope these tools help you in analyzing and implementing your digital marketing initiatives. Our friends at RED Academy have also listed their top five tools – see their recent blog post for additional resources.