Essential Marketing Software Tools

By Kurt Buttress - January 05, 2017

So you're looking to get your inbound marketing game in top form? But do you have the right marketing software tools for the job? Marketing online involves so many processes and utilities - which ones are best for your company and where can you find them?

Let's take a look at the various elements of marketing

  • Social – Social Media marketing is your most powerful tool to connect with clients/potential customers. Optimising your social media includes pertinent issues like automating posts, scheduling, monitoring and analytics tools.
  • Email – Rated as the best converting channel, your email marketing should never be overlooked. For many companies it is the number one conversion portal and is responsible for the majority of their transactions, even more so than search traffic or PPC. A successful email campaign very often proves to be your most valuable means of collecting information or responses from customers and allows them a means of reaction as well. Email differs from social media in that it allows your customers a deeper level of privacy when replying and allows you a tailored audience. Email tools enable you to collect and collate client data, schedule mailers, segment and setup email workflows.
  • Content – The information available on your website, in your emails, on your social media, in your advertising, etc., acts as the voice of your company and brand. Content raises brand awareness, so what would you like your content to say about you and your business? Content is important in developing a relationship with your customers, so it is vital that you create content that says the right thing about who you are and why you do what you do. You will need a tool that allows you to distribute your content across all your social media, and allows you to add meta descriptions, tags and allows for essential SEO plugins.
  • Website – If content is your voice, then your website is your face. Building a great website not only reflects how much you care about your brand and its services but also about your customers. Creating a site that is easy to navigate through, offers user testimonials or materials, and resources to delight customers; will almost definitely see repeat visits and traffic that's always flowing. Critical tools here are SEO-tools to drive traffic to your site, and analytics tools to report engagement on your web pages and content.

Tools to include in your Marketing Toolkit to optimise, monitor or measure these elements:

  1. Social Media – Rival IQ, Social Mention, Meltwater, HootSuite
  2. Email – MailChimp, Optimizely, Marketing Cloud, Constant Contact
  3. Content – WordStream, Landing Page Grader, Google Trends
  4. SEO – Moz, Screaming Frog, Google Webmaster Tools, Xenu, DeepCrawl
  5. CMS – WordPress, Joomla, Drupal, Magento, Squarespace
  6. Analytics – Google Analytics, Google Webmaster Tools, SEMRush, Moz

Arming yourself with all these tools ensures that your site will be ready and fully optimised to compete for that coveted 'Page 1' spot. While some marketing and sales tools are free, they often come with limitations. The cost involved in your marketing and site maintenance could get quite expensive, not to mention the distraction of having to monitor a different tool for each facet of your marketing.

An All-in-One Complete Solution:

Thankfully tools like HubSpot save an incredible amount of time and energy by neatly housing each aspect of marketing, in its handy COS/CMS hub. The convenience of doing all your marketing from one central portal is great for focus and productivity.

So what about Sales?

Ever heard of Smarketing? Smarketing is how it all comes together, and it's why HubSpot has become such an integral tool for Inbound Marketing agencies. By aligning your sales and marketing - Smarketing - your sales and marketing departments benefit from working together on goals and personas. An advantage of this synergy is the effects of closed loop reporting, where extensive feedback between marketing and sales procedures more efficiently converts Marketing Qualified Leads (MQL) to Sales Qualified Leads (SQL).

The benefits of closed loop reporting ensures that no MQL ever gets lost, and no duplicate leads are again nurtured. Mapping the Buyer's Journey (Awareness – Consideration – Decision) to the Lifecycle Stages of a Buyer (Visitor – Lead – MQL – SQL – Opportunity – Customer) also allows a more precise sales funnel that, with closed loop reporting, indicates more accurately if a lead is ready to be moved into SQL territory or requires further nurturing. HubSpot refers to this as "Two halves of the same team – Team Revenue!"

By addressing all your sales and marketing needs, the powerful CRM (Customer Relationship Management) tool even integrates with your sales team's existing Salesforce CRM efforts, to accommodate a complete approach to Smarketing. With customisable dashboards to manage your complete contacts database and establishing service level agreements (SLA) – lead flows, lead nurturing and smarketing has never been simpler with the HubSpot CRM.


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