Using marketing tools to promote your website, products, or services is how you tell your potential visitors and customers about what you have to offer. Creating a great website or business is rarely a “build it and they will come” situation. You have to find ways to tell them about your company before your visitors find their way onto your website!
For our purposes, we will be focusing more on digital marketing tools. Before we get into what are some of the marketing tools you should be using, let’s define what we mean by marketing tools.
Marketing tools are like physical tools in that you’re building something. However, rather than physical objects and structures, marketing tools allow you to build your audience, increase traffic to your website, and raise awareness of your services, brand, and business. Marketing tools are a way to make you and what you have to offer stand out from the sea of competitors who are also trying to draw visitors to themselves.
The primary goal of marketing tools is to establish some sort of connection between your business and your customers. What this connection or relationship entails depends on your business and your goals. Whether it’s driving up sales, increasing traffic, or creating a community, you can use marketing tools to make it happen.
Image via Unsplash by Carlos Muza
Discovering the best marketing tools largely depends on your business or website. But if you have any online presence, there are a handful of digital marketing tools you can and should be using regardless of what your website entails. Below are some of the top marketing tools you should be using to take your website and business to the next level.
Search engine optimization is one of the most common tools used in marketing. One of the reasons for this is that it’s a great way to promote organic visitors to your website and services. The idea behind SEO is that when people search for keywords that you have targeted, your website and its pages get shown to them higher up on their list of search engine results.
There are many ways to increase your website’s SEO, but some of the best ways include providing visitors with a quality experience (fewer pop-ups, easy navigation, etc.), back-linking, and publishing SEO-focused content on either your website or another reputable website. This process is often called content marketing.
Content marketing takes SEO a step further. Content marketing is creating engaging content that your current or potential audience can be interested in. Whether it’s quality blog posts, interesting infographics, videos, or one of many other types of media, your goal is to get people to engage with your website or business in some way.
Great content marketing can make a community of your visitors and make your website a go-to source for information. If you have enough quality content on your website, your visitor may continue to explore what you have to offer and spend longer on your website. This can improve your SEO, make a loyal customer or visitor, and increase your website’s brand awareness. Giving people a reason to spend time with your website is a powerful and organic way to market your website.
If you don’t have the time or know-how to create your own SEO-driven content for your website, you can enlist the help of content marketing services to create it for you. Rather than becoming an SEO expert and a professional writer or artist, let these services take care of the job for you. A great content marketing service will have a wealth of creators who can create engaging, SEO-focused content that’s tailored to your business on a regular basis.
Creating a mailing list for a direct email marketing campaign is an excellent way to maintain a relationship with previous visitors and customers, as well as enticing prospective visitors to visit you. A good way to think about direct email marketing is that you’ve packaged up a billboard and shown it to people who might actually be interested in it rather than hoping a potential customer might drive and see it.
A good email marketing campaign will allow you to track data such as click-through rates and email open rates to see how successful your campaign is. MailChimp is a great service for businesses that are just starting out. It’s free for businesses with mailing lists with under 2,000 subscribers. If you’re doing some content marketing, you can use MailChimp as a way to inform previous visitors of new posts and products on your website.
Google Analytics is another powerful marketing tool at your disposal. This service has more of a supplemental role in your online marketing campaign, as it allows you to track how that marketing campaign is performing.
You can use Google Analytics to analyze your visitors and customers to go everything from seeing what pages of your website they are being drawn to the most, how much time visitors are spending on your website, information about those visitors’ physical locations, and more.
Promoting your website through social media is another common digital marketing technique that can be valuable if you’re trying to create brand awareness or bring people to a physical business location. One of the biggest draws to social media as a marketing tool is that they offer a way for you to start dialogues with your customers and visitors, most often for free. If having a social media presence is a viable option for your website, using social media to promote content, products, and your brand can be a powerful marketing tool at your disposal.
Social media marketing can take up quite a bit of time, especially when you sign up for multiple sites. Rather than going through and manually posting the same post on Twitter, Facebook, LinkedIn, Instagram, and so forth, use a social media manager to help streamline the process.
Hootsuite is one of the most popular social media management options, but you might also consider applications such as Crowdfire and Buffer. These allow you to schedule posts ahead of time on multiple linked social media accounts. In addition to the valuable time Hootsuite saves you, it allows you to track analytics to see which of your posts are performing better than offers. Simply posting on social media is a good idea, but using this service to analyze those posts and create an actionable plan to improve your online presence is a must.
Say you want to create content for your website, but you don’t know what to create. Using keyword researching software is how you figure it out. You can take advantage of services such as Ubersuggest to find out what keywords people are searching for and how often they are doing so. Using this information, you can research to find which of these keywords is being addressed by your competitors.
Once you have your target keywords, you can use them to create SEO-driven content for your website or to create syndicated posts with backlinks to your website. The idea behind keyword research is that you are looking for what people want to find on the internet and providing them with content that addresses their searches. You’re starting off by looking at the demand for certain content and then supplying that content to those who search for those keywords in the future.
After working so hard to get people to visit your website, you should be thinking of ways to get them to not only come back but want to come back. Customer loyalty programs are great marketing tools you can use to make this happen. If you’re selling a product, creating incentives for previous customers to return to purchase more of that product can be a powerful way to increase loyalty to your brand.
Customer loyalty programs well you retain customers rather than losing them to one of your competitors. There are many types of programs you can implement for your customers, including:
These are just a few customer loyalty programs out of the many styles available. If you think they might be a good match for your website or business, you may want to consider taking advantage of this powerful marketing strategy.
Getting people to visit your website is simply one step toward converting those visitors into customers. Lead capture tools collect data about your visitors that you can use to offer incentives for them to turn into customers. Examples of these customer relationship management services include HubSpot, Sumo, and Typeform.
These tools often involve some sort of trade between you and the visitor. For example, they give you their name and email address in exchange for a discount on their next purchase or personalized recommendations for products on your website. Chatbots are another example of lead generating. Essentially, the goal is to create a customized experience for the visitor on your website to give them the best experience possible and allow you to build a relationship with that customer.
Website optimization tools allow you to fine-tune your website’s pages to help you make them the best they can be. These services are similar to website analytics tools such as Google Analytics, but instead of simply giving you data on which pages your visitors are looking at, website optimization tools tell you how those visitors are looking at those pages.
Examples of website optimization tools include Google Optimize, Clicky, and Hotjar. These tools allow you to study the behavior of people on your website to see what they are drawn to, what they are avoiding, and perhaps what is stopping them from reaching that subscribe or checkout button.
This is an advanced tool that helps you change the minutiae of your website to help you reach your goals and provide your visitors with the best possible experience. By tweaking your website to remove the boundaries that exist between your visitor and your conversion goal, you can create pages designed for success.
These are just a handful of samples of the many marketing tools you can use to further your website and business. You’ll find no shortage of research materials, data, and other tools at your disposal as you try to build the perfect marketing plan to meet your goals.
If you want to learn more about how to take your website’s next step to success, check out the wealth of information CopyPress Knowledge Base has to offer. Our team at CopyPress is always pushing to bring you the best information on how to increase your website traffic and improve the experience your visitors are having on it.
Read More About Tools