For anyone doing serious business these days, digital marketing is must. Whether you are targetting your products or services to businesses (B2B) or consumers (B2C) you cannot avoid digital marketing in one way or another. Though there are many tools available to help you master all the digital marketing channels and channel them to driving traffic to your website, I have decided to focus on the five tools that I use every day.
These are the 5 tools everyone in the digital marketing industry should be using:
If knowledge is power then accurate data is a competitive advantage. Therefore, everyone in the digital marketing industry should focus on gathering accurate data. In my opinion, one of the best tools available for gathering accurate data about your digital marketing efforts is Google Analytics. With Google Analytics you are able to track the performance of your marketing campaigns.
With it you get access to such data as where the traffic to your website is coming from, what visitors do when they visit your website which of your web pages are performing well and so on. If you already have a website the chances are that you’re most likely using it already using it.
Visit your Google Analytics dashboard regularly to see whether you’re meeting up with your marketing goals or not and deduce data that can help you in making decisions to grow your business.
Regardless of whether your product or service is targeted towards B2B or B2C, Facebook is a tool you should not overlook! With over a billion users worldwide, there’s no way you’ll not find a sizeable chunk of your target audience using Facebook. And as common sense dictates you need to go where your market is.
Most brands this days maintain a presence on Facebook via the Facebook business page. Note here that it is not proper to use your personal profiles to spam your friends and followers information about your business. If you want to promote your business on Facebook you need to set up a Facebook business page that is separate from your personal page.
A Facebook business page gives you access to Facebook Pages Manager and Insights. These are great tools that are not available to other Facebook users who registered personal profiles. With Pages Manager, you can post to your page, edit posts, comment and share relevant information with fans of your brand and ensure that your information enters their Facebook news feed. Your Pages Manger gives you the means of having a 2-way communication with fans of your brand. Insight gives you a treasure trove if information about the fans of your brand. With this information, you can then tailor your product or services to give more value to your customers.
If the primary audience for your product or service is other businesses (B2B) then LinkedIn is a tool that you should be using daily. With over 300 million registered users worldwide LinkedIn is unique in that its users are mainly professionals who are there to showcase their skills and network on a professional level.
For you to promote your business on LinkedIn you need to set up a LinkedIn Company Page. This is different from your LinkedIn personal profile and gives you more tools and resources to learn more about the people following your brand on LinkedIn. LinkedIn is where you showcase your brand and what differentiates you from your competitors. The wealth of information you gather from LinkedIn can be used to tailor your brand to provide more value to your customers.
Even if you don’t have a business to promote and thus don’t need a LinkedIn Company Page you can still use LinkedIn to promote your personal brand. Yes! You’re a brand and you ought to master your skills to the best of your ability and resources and promote yourself to potential employees on LinkedIn.
Anyone in the digital marketing industry, today cannot avoid Twitter. It is a social media powerhouse. It helps you amplify your voice on the internet. It helps you tell your story in 140 character bite-size chunks. It helps you maintain a 2-way conversation with your target audience. With over 300 million active users worldwide, there’s every chance that you’ll find a sizeable part of your target audience on Twitter.
Unlike Facebook or LinkedIn whereby you can set up a different profile for your corporate brand, with Twitter there’s no separate profile for your brand. This makes it unique in the sense that you now have to think out of the box on how to give your brand a personality of its own on the social network.
Unfortunately, many organisations don’t know how to use Twitter properly. Their tweets are just about their products or services. They make little effort to engage their followers with meaningful conversations about their brand. Twitter is not about spamming your followers with one-way tweets about your products or services.
At the end of the day as far as digital marketing is concerned all roads must lead back to your website or blog. You already have a blog don’t you?
You don’t have complete control of the previous four tools discussed above. At any time, you can be kicked off those platforms if you do anything that is contrary to their terms and conditions. But this is not the case with your website or blog.
Your self-hosted website or business blog is your property. It is your online real estate. It is the primary place that visitor come looking for you and where you can showcase and talk about your product or services as much as you want. It is your online storefront that makes it possible for your business to be open to customers around the globe 24/7 and 365 days of the year!
So you need to pay attention to your website and keep it professional, fresh and up-to-date. As the saying goes you’ll not get a second chance to make a good first impression. Thus, you need to make sure that you keep your website looking its best at all times with fresh content, no broken links, nice graphics and so on. These days your website also needs to be responsive i.e. it must look good on all devices whether desktop, mobile, smartphone, tablets and so on.
These are the 5 tools everyone in the digital marketing industry should be using. Have you been using them? Which one have you found the most successful? Share your experience in the comments below.
If you need help on how to use digital marketing to grow your business, feel free to get in touch. I’ll be glad to help!