Marketing tools, what they are, and how to use them

The use and creation of marketing tools, to make marketing work easier, is having great success compared to a few years ago. Marketing tools are nothing more than software that “makes life easier”, specific tools that help to better manage situations and perform certain functions depending on the field in which they are used.

What tools are needed in digital marketing

Below I will show you some of the major marketing tools divided by category. Be careful though, tools don’t solve all problems. Their function is to improve the quality of work based on a valid strategy.

SEO tools

Digital marketing concerns all those activities that take place on electronic devices such as computers, smartphones, or tablets. Companies have learned to exploit the web to better promote everything that concerns them and count on SEO optimization to earn points on search engines as well.

By SEO (Search Engine Optimization) we mean the optimization of content aimed at a greater relevance of the topics based on some criteria that can improve or worsen your results.

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By keyword (keyword) we mean that group of words or single words that users use on search engines to consult the sites of their interest. Marketing tools are essential for businesses to streamline their promotional efforts and reach their target audience effectively.

  • Google Keyword Planner – Gives marketers and advertisers some insight into keywords, such as related search terms, ad groups, suggested keywords, and trends. It lets you check the average monthly keyword search volume and allows you to filter keywords based on location. Monitoring keywords in google analytics can also be a very useful activity.

google keywords planners

  • Ahrefs: offers a complete overview of backlinks and allows you to divide them into categories. The tool has evolved also allowing other types of analysis, such as organic research and keyword research, but the study of backlinks remains the fundamental point of the tool.
  • SEMrush: this is a specific tool for researching profitable keywords. SEMRush is a program that many new and old bloggers use to optimize their sites, create the content their audience wants, and create a better experience for their visitors. It allows you to view the value of keywords and possible related searches. It is a tool that makes it possible to have an in-depth view of the keywords themselves and to correctly plan the SEO strategy.
  • Google Trends: allows you to monitor certain keywords and check how frequently they have been searched on Google in a specific period. Up to five keywords can be analyzed simultaneously. The results are displayed in a graph that Google calls a “Search Volume Index” graph.
  • is a research tool that allows you to find the correct keywords to create a valid online business of any kind. All this, of course, remains within the SEO parameters. The free version allows you to evaluate up to 750 keywords and have them analyzed on pages from all over the world. This way you will be able to get a general idea of the type of strategy you want to use.

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  • Google Search Console: it’s a free platform that allows you to monitor placements and how Google optimizes the organic presence of your website. This includes viewing referring domains, mobile site performance, advanced search results, and top-trafficked queries and pages
  • Advanced Web Tracking (AWR): It is probably the most effective SEO measurement tool ever created. Just register your site, the desired keywords, your position, and the search engine you have chosen as a target. You will receive a daily email update with a general overview related to the last 24 hours.

Page review

  • Yoast: This is one of the most popular plugins and can help you make your site as search-engine-friendly as possible. You can install it on any WordPress site and it allows you to set the keyword you want to create your article in the best way. With Yoast, you can create effective control titles and meta descriptions and adjust the density of the chosen keyword. In addition, it can be useful as an SEO guide when writing your article.

page review tool examples

  • Screaming Frog: is a paid software that can be very useful for those who own a blog. It offers the possibility to do a full site scan to check the SEO coverage of links, images, and everything else on your blog. Screaming Frog also gives you the ability to scan even broken links such as pages with 404 errors.


  • Majestic Backlink History Checker – Allows marketers to have a complete view of the backlinks the website has. It also allows you to have a graph that can show you the volume of backlinks you receive over one or more years. You can also make a comparison with your competitors and check their strengths in this area.

Traffic analysis

Having a set of analytics tools is very important in the marketing world. In this way, you can understand the progress of the campaigns you are running, through the data provided by the tools. The right marketing tools can help automate tasks, analyze data, and optimize campaigns for better results.

  • Google Analytics: It is a free web analysis tool offered by Google to help you analyze your website traffic. You can install a “tracking code” on every page of your website. From here Google will do the rest, providing you with specific data for each category of users.

traffic analysis google analytic

  • Kissmetrics: Give users unique IDs to track their every activity on the website and create segments for more accurate marketing.

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Social media tools

Social media are nothing more than a set of those online communication channels that involve a series of interactions, sharing, or the very creation of real communities. Social media scheduling and management tools are popular marketing tools that assist in content planning and posting.

Page and profile management

  • Hootsuite is a tool that allows you to have access to manage all your social profiles through a single dashboard. From here you can organize and schedule the publication of all content up to a maximum of 5 profiles.

page and profile management tool

  • Buffer is very similar to Hootsuite when it comes to social scheduling and management. The peculiarity lies in the fact of being able to program the contents based on the engagement obtained from the previous post. Compare Buffer vs Hootsuite with our insightful article.

Analysis and monitoring

  • Social Mention: Tracking your social media presence can be a challenge if you don’t have a way to automate and streamline the process. With this program, you can monitor four main parameters: strength, feeling, passion, and reach.
  • Talkalker: This tool also allows you to monitor the social media activity of your brand and competitor brands. The search is also extended to online newspapers, blogs, press releases, and newspapers.
  • Google Alerts – Allows you to find out which social media platforms are driving traffic to your site. Whenever your brand or keywords are mentioned, you will be notified. It’s a powerful tool and it’s free.
  • Chartbeat: the tool provides real-time data on the activity of your website. It allows you to compare the traffic compared to your previous posts and can identify the most popular posts on your social networks.
  • Datalytics: with this tool, you can monitor any type of activity concerning your page. The platform tracks the most important metrics such as comments, reach, and impressions.
  • Buzzsumo: it is a very useful tool for those who deal with content. By searching on various social sites, it collects information on the most popular topics and generates the so-called “buzz”, or swarms of conversation. With this tool, you can not only plan your content strategy but you can also monitor what your major competitors are talking about

Teams and productivity

  • Asana: Facilitates connection between people working on the same project. This tool allows you to collect all types of files related to a specific job in the same place
  • Hemingway App: this is a tool that facilitates the creation of written content. Hemingway App analyzes your texts and gives you suggestions to improve them and make them more effective.
  • Giphy: This app is so much fun and, at the same time, very useful. It allows you to extract parts of videos and transform them into GIFs to then share them on social networks.
  • Trello – is a project management application. He has a variety of jobs and personal uses including accounting, web design, gaming, and legal case management. Extensive email functionality enables integration with corporate systems or cloud-based integration services.

E-commerce Tools

E-commerce platforms are having huge success and are in a phase of continuous expansion. These are real shops that carry out their sales activity directly on the web. Affiliate marketing platforms are marketing tools that facilitate partnerships and track performance for affiliate marketing programs.

Website builders

  • Shopify: much simpler to use than Xcart, this program has several functions and can be modeled according to the type of sale. The only flaw could be a not very high retention with SEO.
  • WooCommerce: This is a free option and is perfect for those comfortable with WordPress. Purchasing updates seems to be necessary if you want to compete completely with other platforms, but the visitor experience is always positive.

website builders tool

  • PrestaShop: It has tons of features to offer and is very simple to use. Free, it is one of the best website builders out there.
  • New Google Sites: this is a website builder offered by Google that allows you to create e-commerce websites thanks to the integration of some extensions.

E-commerce research

  • JungleScout: essentially it is a tool to search for products that may be right for you in your online shop. The peculiarity lies in the fact that it helps you keep an eye on them also on the Amazon portal. In this way, you can also try to build your business on Amazon by discovering new products every day to offer to your customers.

Ad management platforms are marketing tools that streamline the creation, management, and optimization of online advertising campaigns. If you want to learn more about these topics and find out how to be successful on the web in the fields covered by this article, I suggest you take these interesting Digital Coach courses:

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