Digital marketing involves plenty of moving parts: Facebook
pages and advertisements, ranking in search engines, creating and
promoting content from your website, staying in contact with your
loyal followers, so forth and so on.
And let’s not forget that the rules, trends, and expectations
change on nearly a daily basis.
According to Reuters, businesses spend about $100 billion on
digital marketing globally annually—a figure that increases every
Keeping track of all the pieces of your email marketing strategy
is a challenge, but with the right tools of online marketing, you
can reach the right audiences and improve your ROI.
Vital social media tools of online marketing
Organic social media reach may be continuously declining, but as
long as your audience uses social media, so you should use it, too.
However, that doesn’t mean using every single channel
Instead, study your ideal audience and find the social media
channels they prefer. Take a smarter approach to social media with
these tools of online marketing.
Facebook Audience Insights
The Facebook Audience
Insights tool helps you drive the best results from every paid
post you run on Facebook.
You can choose unique demographics or even create a look-a-like
audience to target people similar to the followers your page
To top it off, the Audience Insights tool can help you learn
more about your own audience to create content they’ll love. By
clicking over to “Page Likes” on the Insights tool, you can see
the top pages your followers Like in different categories.
Twitter Advanced Search
Twitter’s Advanced Search will have you rethinking using
Twitter for business. You can easily search by date, phrase,
hashtags, location, and more to see what people are talking
It’s an excellent tool for identifying future trends before
you write your social media posts. You can also find new accounts
to follow and interact with in your industry in order to build
Let’s be honest: People today would rather text than write an
email or pick up a phone.
Sure, you could add a live chat to your website and take full
advantage of Facebook messenger, but many people prefer to text on
channels with better encryption like Telegram and WhatsApp.
WhatsApp’s more than 1.5 billion
active monthly users send a whopping 60 billion messages per
Setting up a WhatsApp Business account can help you communicate
with your audience and answer questions instantly if that’s where
your audience is.
Vital email marketing tools of online marketing
How long do you spend checking out each post in your social
media feeds? Probably a few seconds at the longest. The truth is
people are averse to advertisements: Reuters
found that roughly half of all internet users have installed
Email marketing is different.
61% of people prefer email marketing over other channels like
social media because, by providing an email address, people have
granted you explicit permission to contact them and they can end
the conversation at any time by clicking “unsubscribe.”
Here’s the catch: You have to earn your place in each
subscriber’s inbox through consistent valuable and relevant
content. These tools of online marketing can help you do just
Automated customer journeys
Automating your emails really works:
Automated campaigns like ones made through Campaign Monitor
have an 86% higher open rate and a 196% higher click-through
Why? Automated emails are highly relevant, and they show up in
each subscriber’s inbox at the right time. Whether your automated
campaign gets triggered by the subscriber’s place in your sales
funnel or a specific milestone, you’ll create content tailored
exactly to their interests, concerns, and questions.
You’ll start by mapping your customer journey and creating
unique content for each stop along the way.
Your goal is to demonstrate value and earn your place in the
inbox with interesting, educational, and valuable content.
Welcome emails, onboarding, birthdays, behavioral triggers like
viewing product pages, transactional emails—these are all
examples of automated campaigns with exceptionally high open rates,
and engagement potential.
Insights and metrics tracking
With social media, your insights are limited. Sure, you can see
reach and engagements, but that only answers a few questions about
your audience and can only inform your strategy so much.
With email marketing, you can essentially put names and faces to
When you check your advanced metrics through Campaign
Monitor, you can see exactly who opens your emails, who clicks
your links, who your best customers are, and so much more.
There’s no veil between you and your audience, and all the
information you collect belongs to you—not Facebook or
Surveys and audience feedback
Email is much more personal than social media. You can use this
to your advantage with
surveys and requests for feedback.
When people subscribe to your email list, you can prompt them to
answer a few multiple-choice questions about their expectations for
communication and the topics they want to learn about in your
You can—and should—break your subscriber list into segments
to create personalized surveys in addition to the personalized
content you usually send your individual segments. For your most
engaged subscribers who always open and click your emails, you can
ask them what they love in your emails. For subscribers who open
your emails but haven’t converted into customers, you can ask
what’s holding them back.
You could also send out automated review requests a few weeks
after a customer purchases a product in order to build that
relationship with your subscribers.
When you choose a comprehensive email service provider like
Campaign Monitor, you can use it to integrate
your marketing efforts across multiple platforms easily.
With Google Analytics, Salesforce, and similar services you can
keep track of your customers, keep track of each platform’s
results, and find new areas for improvement.
Personalized emails provide
5.7 times more revenue than generic campaigns. Email marketing
provides countless hyper-personalization opportunities through
dynamic content, segmentation, and behavioral data.
Segmentation is a perfect place to start. Instead of sending the
same email to your entire subscriber list, break it up into
segments based on age, gender, location, job title, parental
status, and any other information you have that’s relevant to
your content. You can then create relevant campaigns for each
Here’s an example of a highly personalized and automated
survey campaign from Adidas that went out five days after the
customer completed her purchase.
Vital search engine optimization tools of online marketing
Don’t get frustrated if your Google rankings aren’t amazing
right off the bat. It takes time to prove that your content is
worthy of making the first page of search results.
The tools of online marketing below can help in your pursuit of
that coveted first spot.
Google Analytics is a must-have for monitoring your organic
traffic—but simply logging into your account and checking stats
You also need to take advantage of Google’s advanced API
capabilities by integrating your Google Analytics account into
WordPress, Campaign Monitor, and all of your other digital
A comprehensive keyword research tool like SEMrush or KWfinder
is crucial for optimizing your search engine presence.
These tools can also help you track your position, backlinks,
and keep an eye on your competitors.
Every WordPress user needs the Yoast plugin on their website to
support their SEO efforts.
Without a plugin to help you track your SEO potential as you
write, you’re really just making a lot of guesses. Plus, you can
preview how your post or page will look on social media or in
Vital content marketing tools of online marketing
Content marketing isn’t just important for SEO; it helps
demonstrate your value to website visitors and current
Use these tools of online marketing to build your authority and
gain a loyal following online.
Authoritative and relevant blog posts
Pumping out as many blog posts as possible without giving much
thought to quality or nuance won’t help your Google ranking or
As a general rule of thumb, check out the top-three ranking
pieces for your keyword. Use these to draw inspiration and figure
out how you can add a new angle or update information.
Google rewards websites that create content people want to read.
And that content should be well-researched, over 1,000 words,
Guest posting and syndication
Platforms like Medium or industry-specific blogs provide a much
longer half-life for your content than social media. Plus, you have
a chance to reach fresh audiences that otherwise may not come
across your thoughts or website.
Think back to your schoolhouse days when the teacher explained
different learning styles: Some people are visual learners while
others learn better through listening.
Instead of investing in audio, video, and visual format and
hoping something sticks, figure out which format your audience
prefers by keeping an eye on your engagement.
The right tools for online marketing can help you stay organized
while building relationships with leads and current customers.
- Use social media to your advantage but not as a final
- Prioritize channels you completely control like email and your
- Personalize email marketing content as much as possible.
- Use automation to save you time and resources.
At the end of the day, you want to stay in contact with your
customers and build your brand. With digital marketing, you have
two choices: spend a ton of money on flashy tools or build a
comprehensive strategy focused on long-term growth.
Ditch social media algorithms and start building your email
list. Check out how Campaign Monitor can help you create
personalized customer journeys for every stage of the sales
Source: FS – Email Marketing Blogs!
Here Are Our Favorite Tools of Online Marketing