Digital Marketing Guide: Essential List of Top Digital Marketing Tools

Thousands of digital marketing tools and resources are available today to assist you and your business in achieving success. It's easy to become frustrated while trying to figure out how to use these tools. In some cases, one might not even understand the purpose of some of these tools.

I'll go over some essential paid and free digital marketing tools that I've found through trial and error and significant study.

Let's start by discussing which digital marketing tools best suit your needs. It's preferable to go with tools that have a proven track record and a strong reputation in the industry. Before making a decision, it's always a good practice to do some research and see what these products have accomplished for other enterprises. It is also recommended that you take advantage of free trials. This offers a chance to see the achievements before making a financial commitment.

Your best options are tools that have been on the market for a few years. Lastly, any product that delivers various solutions is a worthwhile investment. It will allow you to save money and time. Having said that, one must remember that each organisation is unique and will inevitably have different marketing requirements. As a result, acquiring a deeper understanding of these tools will allow you to make the correct choice for your business needs. 

The following are just some of the many free and paid digital options:

Organic Social Media Marketing (Free)

You can use social media networks to promote your services and business for free. This is what we refer to as "organic" social media marketing. This aids in the development of an online identity and rapport. You may do this on popular platforms such as Instagram, Facebook, and Twitter, among others.

When undertaking this type of marketing, there are a few things to keep in mind. It's critical to understand the purpose of the social profiles you're going to create. Will it be sales, web traffic generation, or something else? You will be able to set better targets for yourself as a result of this.

When consumers look at your posts, your profile should be honest, providing them with a good picture of your company's ideals. Having a friendly tone with your users is also a good approach.

You can offer tips and tricks to your users. Your posts should not seem spammy, which can happen if you use a salesperson's tone. You also have to consider the time you are investing in these platforms and what you are gaining from them. It is advised that you only have one or two social media profiles.

Paid/Organic Social Media Marketing (Paid)

We discussed organic social media marketing at the outset. That is one method; the other is to pay to promote and boost your posts, which is referred to as paid social media marketing. This may be done in two ways: first, you can enhance a post you've recently published to receive more views, or you can pay for display advertising.

Display advertising can range from the video ads we're used to seeing on YouTube when we click on a video, we want to watch to a simple Facebook sidebar ad. When it comes to Facebook, it's simple to boost your post to reach a larger audience; you can set a budget, target demographic, and a variety of other options. We now understand why these social media behemoths need our personal information and what they do with it.  Instagram also gives similar options, given that it is owned by Facebook and is becoming the preferred platform these days.

Now we'll discuss the tools that will help you manage your social media profiles more effectively. You will not need to log in to all your social media accounts separately, the tools will do it for you thanks to automation.

1.   Hootsuite

This platform has a proven track record and has been around for quite some time. It's excellent for social media automation and can save you a lot of time. It offers various features such as scheduled posts to all your profiles, measuring the results of all profiles in one place, advertising, messages, and more. Browse their website to discover if this is the right tool for you. Hootsuite offers a 30-day free trial, so it's definitely worth a shot.

Payment plans

Professional: £39/mo. Free 30-Day Trial

Team: £99/mo. Free 30-Day Trial

Business: £520/mo Request a Demo

Enterprise: Contact for pricing Request a Demo

2.   Agorapulse (Free Plan Option)

This social media tool offers similar features as Hootsuite with the additional option of Evergreen. It gives you the option to select the content that you want evergreen, which is content that never goes out of date. You can then select when and how often you’d like that selected content to be posted on your social media accounts. This feature is not available on all social media tools, and it can prove to be very useful.

Payment Plans

Free Price Plan: (Limited users and social media profiles)

Pro: £84/mo. Free 15-Day Trial

Premium: £169/mo. Free 15-Day Trial

3.   Sprout Social

Sprout Social is a well-known service, and if you search for social media management, Hootsuite and this application will undoubtedly appear.   The most significant disadvantage of this tool is its cost. Not all is lost, it seems, since they offer a free trial for users to try out the SMM tool before making a long-term investment. Sprout Social includes all the features that its competitors do, plus a few extras. Because this instrument is extremely heavy-duty and has a lot to offer, it is excellent for medium- or large-sized businesses.

Payment Plans

Premium: £71.28/mo. Free 30-Day Trial

Corporate: £107.28/mo. Free 30-Day Trial

Enterprise: £179.28/mo. Free 30-Day Trial

4.   Buffer (Free Plan Option)

Buffer is the less expensive choice when compared to Hootsuite and Agorapulse. However, it lacks the functionality of the top two social media management systems. The tool allows you to plan and schedule posts. Buffer is Instagram-friendly, allowing you to post to your Instagram stories as well. Instagram is the focus of the social media tool; it offers a variety of options for this platform. Buffer, like Agorapulse, offers a free plan that covers social media networks.

Payment Plans

Free £0/mo

Pro £11.21/mo

Premium £48.57/mo

There are a plethora of additional social media automation solutions on the market currently, especially in recent years. The tools mentioned, on the other hand, are at the top of the chain and have been in use for a long time, making them safer and more reliable.

Digital Advertising

You may promote your company and campaigns online in a variety of ways. Display ads, search engine marketing, video advertising, mobile advertising, bid management, email marketing, and affiliate marketing will all be discussed. I'll go over the best tools you can utilise to get the most out of these marketing options.

Display Ads

Display advertisements, as I mentioned before, are banners that you may have seen on the sides of several websites, like Facebook (Paid Social Media Marketing). However, in the display advertising sector, there are a few prominent platforms:

1.       Google Ads

Because of its wide reach and the number of websites on which it may display your business, Google Ads is without a doubt the beast of the industry. While signing up for Google Ads is simple, getting started might be challenging. You'll need to go to advanced campaigns and start constructing your first campaign with a variety of options.

The first step is to choose the campaign's goal, which could range from sales to traffic generation. To get the best results, you'll need to create a custom advertisement that suits your goals. Because of its ubiquity, the Google Search Engine can be incredibly advantageous to your company, particularly if you are going for search advertising.

You can use Google Advertising to display ads on websites, run app campaigns, and place ads in front of videos, among other things. Google Ads also includes a Keyword Planner tool, which is useful for research because it shows you what customers are searching for. You also receive access to a variety of analytics that can help you develop your site and keep track of visitor behaviour. Google Ads is a terrific place to start for any business.

2.       Facebook Ads

This service is available at facebook.com/business/ads. This company provides a tool called Facebook Ad Manager, which is designed for Facebook and Instagram advertising. When it comes to setting up campaigns and other features, it is identical to Google Ads. When you start a Facebook ad campaign, you'll be able to monitor exactly where your ad is being seen by your target audience, which is on both social media platforms. When you're looking for more places to advertise your business, this is an excellent next step.

3.       Yahoo

Gemini.yahoo.com is where you may find this tool. With the same features as other advertising solutions, including display and search engine advertising.

4.       Microsoft Ads

Microsoft Ads, formerly known as Bing Ads, can be found at ads.Microsoft.com. You can use this tool to advertise on the Bing search engine as well as on websites. Its features are comparable to those of the two other programmes I've already mentioned.

5.       Media.net

This tool combines Yahoo and Microsoft advertising into one suitable platform. You can use two display advertising/search engine services if you go straight to this platform. Several well-known companies make use of this service. You can also advertise on television with Media.net. Significant organisations with a large advertising budget can use this service. An account manager is also included in the tool, who will assist you throughout the process. This tool is a fantastic find for businesses trying to increase their advertising objectives.

6.       AdRoll

AdRoll provides similar services to its competitors, such as Google, Bing, and Yahoo. This tool can also be used to place a cookie on the user's computer. If consumers visit your website and leave after adding an item to their shopping cart, they might be targeted on other websites with ads for the things they originally added to their cart but did not purchase. As a result, AdRoll provides personalised retargeting.

PPC (Pay-Per-Click) Advertising

When you've performed your PPC campaigns, you'll be able to examine some detailed information. Advertisers will be charged a predetermined amount each time a user clicks on their ad, as the name implies. In contrast to organic traffic, you are purchasing website visits. These tools can help you get better results once you've started your PPC advertising.

1.       Marin Software

Marin has also been around for a while, with an emphasis on enhancing the return on investment for digital marketing solutions. It's similar to WordStream and Skai in terms of features.

2.       Skai (Kenshoo)

This solution is available at skai.io. You can track your PPC campaigns using this bid management tool. Skai will allow you to split attributions, with half going to the ad and the other half going to the user's subsequent search. Its cross-channel attribution strategy improves the impact and overall success of your ads. On their website, you can find a ton of information about their services. If you want to use this feature, you must schedule a meeting. After that, you'll receive a quote based on your objectives.  

3.       WordStream

This tool has been on the market for quite some time now and is easy to sign up for. You can also use this tool as a marketing agency; it offers workflow tools, and cross-platform reporting, allowing you to see your display ad statistics, among various other features.

Small to medium-sized businesses should use this product. It also has a powerful keyword tool that competes with Google Keyword Planner.

Search Engine Marketing

In this sort of marketing, you pay to have your link appear at the top of a given search engine results page. You must have observed the top link being sponsored and promoted during your own Google search. There are a variety of services and tools available to help you market your links and manage them more effectively.

1.       Google

For search engine marketing, Google is at the top of the list; you can do it at admanager.google.com. You can use this platform to advertise and execute search engine marketing all in one place. Create a search engine link campaign to get started. Because it is one of the most popular search engines in the world, it is the best option for digital marketing.

2.       Microsoft

You can access this service at ad.mirosoft.com. If you don’t have a Microsoft account, you can sign up for one. You can then run your campaigns on Bing Search Engine.

3.       Yahoo

You can access this tool at gemini.yahoo.com and create an account. You can conduct search engine marketing for Yahoo.

4.       Baidu

Baidu is a Chinese search engine that is the largest in the country. It's available at e.baidu.com. If you don't speak Mandarin, like me, you'll have to translate the page.

Search Engine Marketing Tools

I'll go into the tools you may use to improve your research now that I've covered some of the most popular search engine marketing platforms.

1.       SEMrush

This solution is available at semrush.com. This tool will allow you to analyse competitor data. You can achieve this by looking at the current marketing campaigns of your competitors. Because it is a costly instrument, it is best suited for large corporations.

2.       SpyFu

Spyfu is less expensive than SEMrush and is better suited to small and medium-sized businesses. It offers the same functionality as SEMrush but with fewer data points. SpyFu will give you information about a specific keyword, its competition, and the companies that are competing for positions in search engines for that keyword.

Video Advertising

1.       Google Ads

Google Ads for video advertising is ideal because of the widely used platform, YouTube. This platform is recommended for users who are just beginning with video advertising.

2.       OpenX Video

OpenX is well-known in the video advertising industry. They show their ads on high-quality websites and are selective about their publishers. This is ideal for larger organisations and offers a personalised experience.

3.       Xandr (AppNexus)

This AT&T-owned platform offers the same features as OpenX and is cross-platform as well.

4.       Facebook Video Ads

You can visit Facebook Video Ads to find out what and how the platform will advertise your video ads and where they will be seen. This tool is very user-friendly, and you don’t have to make a long-term commitment to use it, unlike other platforms such as Google and OpenX.

Mobile Advertising

This form of advertising is growing in popularity each day. You can reach your audience via mobile application advertising.

1.       Google AdMob

Simply explained, this is the mobile version of Google Ad Manager. This product is ideal for a beginner who is just getting started with mobile advertising. You can use the Google account you already have. If you're familiar with Google Ad Manager, you'll find that using this tool is a breeze.

2.       Media.net

Media.net has been mentioned before, but it also offers mobile advertising along with desktop.

3.       Apple Search Ads

This platform is accessible via searchads.apple.com. You can advertise in the Apple app store through this feature. This tool is great for app developers who have just launched their mobile applications.

4.       Unity Ads

Unity is a game development engine used by many developers for programming mobile applications. You can also advertise your new mobile game to other gamers in-game.

5.       InMobi

InMobi has a huge, high-quality network while keeping its focus on mobile.

6.       TextMagic

This tool is a little different from the other tools I have mentioned; it is a form of SMS marketing. You can market your business via text message marketing. You can advertise by giving coupons to users via messages, among other options.

Website Analytics Tools

You can use analytic tools to see how your website is performing, including where users go the most and where they were driven from. These tools will enable you to customise your website and marketing to meet the needs of your customers.

1.       Google Analytics

Platform.google.com/about/analytics is a good place to start. Google Analytics is included in the company's own marketing platform. This tool gives you a detailed look at your consumers' behaviour and how they engage with your website. You may also see how people found your site, whether it was through a search or an advertisement. After that, you can tweak your website based on what you've learned from this fantastic tool.

2.       Google Search Console

Another Google service that lets you see your website's overall performance, such as how quickly pages load, If the sitemap is properly configured. As a result, you will be able to quickly identify and correct any issues on your website.

3.       Oribi

No, Google does not own this tool. Oribi can be used as a substitute for Google Analytics. In comparison to its opponent, Oribi provides users with information that is simple to understand. There isn't much of a learning curve, so if you're new to Google Analytics, it shouldn't be too challenging. This tool is the next best thing, presenting you with the same data in a different way.

User Experience Tools

Basic tools, such as Google Analytics, may have limitations at times. That's where the tools I'll mention come in handy.

1.       SiteSpec

This tool offers both server-side and client-side optimisation. It's been around for a long time and is excellent for website optimisation. It accomplishes this by improving the site's performance, such as page load time. It also provides advanced analytics, which Google Analytics does not provide. Large corporations are the most common users of this product. This service entails employing a team to help you improve your website.

2.       Mixpanel

You'll be able to conduct more effective campaigns with this behavioural analytics tool. It has a number of capabilities, including reports, data management, and team dashboards. A/B testing, among other things It's ideal for medium-sized businesses, and it even comes with a free version.

3.       Crazy Egg

Crazy Egg is useful for tracking website heat maps, which allow you to observe where users are clicking the most on your site. Many tools now have this capability, including Crazy Egg, which has been on the market for nearly ten years.

SEO Tools

One of the most significant types of marketing is Search Engine Optimisation. It's all about keywords and search engines; if you can make your website SEO friendly, you can rank at the top of search results.

1.       Yoast SEO

This is a must-have plugin and one of the best WordPress plugins. There is no reason why you should not have this tool because it is free. You can, however, upgrade to a paid version once you're satisfied, as with any other programme.

2.       Ubersuggest

This tool was created by an SEO genius, and it is a fantastic tool. It works in a similar way to Google Search, so you can start by typing in a keyword. The details for that keyword can then be viewed.

3.       Google Ads Keyword Planner

Advertisers who buy display ads will find this feature more useful. If you're going to use Google Ad Manager, this tool is already included.

Paid SEO Tools

I'll discuss three paid SEO tools that provide a little bit more functionality than free SEO tools.

1.       Moz Pro

Moz Pro's analytical tools will help you better understand your visitors. You can also use the Keyword Explorer to rank your own keywords. You can watch your rating and compare your website to your competition. This application will perform an automatic audit of your website. With Moz Pro, you can also track the success of your social media efforts and keep up with the newest Twitter and Facebook trends. This is an all-in-one SEO solution that is recommended as the next step once you have studied everything there is to know about SEO and are benefiting from it.

2.       SEMrush

I've already mentioned this tool, which you use to conduct competition research. The backlinks they've included, the keywords they've used, how they're trending, and so forth SEMrush is the ideal tool to use if you want to research your competition.

Email Marketing

The phrase Email marketing is self-explanatory; you market your business via email, which could include everything from promotions to coupons to emails alerting customers of new arrivals or blogs on your website. When selecting an email marketing platform, keep in mind that you must provide a way for people to subscribe to your newsletters. When looking for the best email marketing solution for your company, system automation is also vital to consider. It's also a good idea to send personalised emails to clients with different tastes and requirements. It's a good idea to check for free trials that allow you to try out the tool before investing. The majority of the pricing for these tools is determined by the size of your email list.

1.       HubSpot

This tool is available on Hubspot.com; the first step is to visit the Product Listing Page. This is where the email marketing platform can be found. HubSpot has been in the sector since 2004, providing tailored email content that has led to significant development. Even now, when it comes to email marketing, it is at the top. Social media integration, automation, A/B testing, lead creation, analytical data, and more features are included. Another appealing choice is HubSpot's free trial, which allows you to try out the product before making a purchase.

2.       Constant Contact

Constant Contact has also been on the market for a while, although with less functionality than HubSpot. You can look at some of their email templates to get an idea of what your customers might get. You can also sign up for a free trial of this email marketing service.

3.       AWebr

Awebr is an excellent tool for lead generation or encouraging customers to subscribe to your newsletter. It accomplishes this by employing a variety of strategies to persuade customers to join. When comparing Awebr to Constant Contact, Awebr is also less expensive.

4.       ActiveCampaign

With CRM capabilities, this product is quite comparable to HubSpot. Mobile app integration and SMS marketing are also available through ActiveCampaign. As a result, this technology isn't just for email marketing. Lastly, there is indeed a free trial of this product.

5.       MailChimp

MailChimp is an easy-to-use solution that is ideal for small businesses. This application has a free plan, which is one of the nicest aspects. If you're on a tight budget but still want to use email marketing to promote your brand, MailChimp makes it simple to do so.

Affiliate Marketing

Another company's items are promoted for a commission in this sort of marketing. COC (cost-per-click) and, in some situations, CPA (cost-per-action) are the most common types of affiliate marketing. When it comes to affiliate marketing, you should be cautious and double-check the legitimacy of the site where you'll be advertising. The website should not appear to be a spam site with 50 other things advertised on it just for the sake of profit. It's challenging to choose the right network because there's so little information about its reputation.

1.       CJ.com

Commission Junction has been in business for ten years and has one of the largest affiliate networks in the industry. The quality of the publishers available through this service isn't great, but you'll get quantity. Beginners who are new to this form of marketing should use this service.

2.       Rakuten Marketing

Rakuten has fewer affiliates than CJ, but its affiliates are of higher quality. The publishers of our service go through a rigorous screening process, resulting in high-quality ads, which means your ads will not appear on spammy websites. Rakuten also has a high level of security. As a result, the choice between these two tools boils down to whether you favour quantity or quality.

3.       ClickBank

This affiliate network is well-known for digital product promotion. ClickBank, like CJ, is at the top of the industry.

When it comes to digital marketing, there are hundreds of tools available today. I've highlighted a few of these tools to help you distinguish and find what your business needs. This is dependent on a variety of things, including the size of your company and your marketing goals. With the help of time and research courses, I was able to uncover these tools. I expect this essential list to be as beneficial to you as it has been to me.