One of the biggest reasons why digital marketing is such an exciting industry to be in is that it constantly innovates.
In fact, it is moving forward at such an impressive pace that it is actually unrecognizable from what it was about 10 years ago.
And the biggest driving source behind that innovation is technology. I am biased but I believe our industry has the highest number of awesome tools that push innovation forward.
These days we have a huge selection of smart marketing technology to choose from, so the below list is in no way exhaustive! But these are the tools I personally use and find absolutely unique and amazing:
1. CRO Automation: Figpii
These days we have no shortage of data: We get lots of data from free tools like Google Analytics and Search Console as well as advertising platforms like Google Ads and Facebook. We know pretty much everything about our target customers.
But how much of that data actually goes into action? Do we actually implement that data to improve our website performance and usability?
In most cases, the only data businesses use is keyword insights: We use all the tools we can to identify keywords people use to solve related problems or answer related questions – and we build those keywords in our content creation, page optimization and link building practices.
This means we use about 20% of all the data we collect.
Figpii is here to change it, encouraging businesses to stop being data rich and insight poor. The platform collects data about your site user behavior and provides automated suggestions on how you can change your site to accelerate your conversions:
“Using a combination of your visitor data and the largest dataset of site improvements, FigPii suggests actual changes you should make on your site.
As you implement changes, FigPii analyzes their impact on visitor behavior. Our machine learning will make further suggestions to improve your site.”
2. Ad Design Automation and Collaboration: Creatopy
While TV and radio ads are traditionally used by bigger brands, the Internet has made advertising accessible to anyone.
With a high number of businesses utilizing ads came the expansion of available platforms you can advertise on. These include search, social media and display networks of each individual provider.
It is a huge pool of platforms to cater to, and unless you have a dedicated graphic design team, there are also a lot of ads to create.
Creatopy is there to help by offering a unique suite of ad design automation and creation tools. The platform uses smart technology to resize your tools into multiple formats that fit just about any platform. Plus you can add team members to create your ads together allowing you to put together the most creative and effective banner and video ads:
And yes, you can use the platform to create video ads and easily resize them using smart automation.
3. Innovative Keyword Research Analysis: SE Ranking
Traditionally, we look at keywords from our own perspective: “What would I want if I were searching for this.”
This is a fine approach unless we have an alternative source of insights – which we do and that is Google.
The search giant has had years of experience analyzing searching patterns and identifying those ties between different search queries, i.e. queries that are often searched within one session or queries that are searched interchangeably.
As a result, in most cases, Google knows exactly what each searcher is up to and even what they may want to search for next. All we need is to somehow get access to those insights.
SE Ranking keyword research tool does exactly that: For every keyword on your list, it finds “related” keywords based on how many overlapping URLs these two queries have when they are searched.
This way the tool is able to come with truly relevant keywords that are usually located within one buying journey. Here’s an example of a 100% informational type of searching journey: These related keywords show that a person searching for “content marketing” is likely to be looking for a 101-type of basic information:
4. Topical Internal Linking: InLinks
Internal linking is one of the most common missed opportunities because business owners and website owners seldom give it a second thought.
And yet, internal linking is neglected by 82% of businesses, according to research.
InLinks is a semantic analysis tool that helps you improve your internal linking in a most meaningful way, i.e. based on topical relevance.
These topical internal links will help Google understand your page-by-page focus and interpret its relevance in the most efficient way.
5. Advanced Competitive Monitoring: Visualping
I am one of those marketers who strongly advocates competitive research and monitoring, because we become better by learning from one another.
Most brands limit their competitive intelligence to tracking competitors’ rankings. Some businesses also go so far as to monitor their competitors’ mentions on social media.
Seldom any marketing strategy includes any other kind of competitor monitoring.
Visualping is changing that through their competitive intelligence toolset. With this tool you can monitor pretty much anything, from your competitors’ Knowledge Panel in Google to their social media profiles.
6. SEO Automation Done Right: WebCEO
Search Engine Optimization is something that everyone is always trying to scale. And it is totally possible, when done right.
There are things you can automate (e.g. tracking and reporting) and tasks that are better left alone (content creation and keyword research).
WebCEO is one of those rare tools that gets SEO automation. Its Agency SEO Toolset comes with automated SEO reports, collaboration and task automation features allowing you to scale what can be scaled while focusing on more creative tasks and integrating SEO into other marketing tactics through cross-team collaboration:
Finding the right name for your business is a crucial step, and our industry has gone back and forth with trying to come up with the proper approach here.
Do we need keywords in the domain name?
Should we focus on how easy it will be to brand?
How can we achieve both?
Namify is the only brand name generator that uses artificial intelligence (to my knowledge). The company names it comes up with have topical relevance while being easy to remember.
8. New Content Optimization: Text Optimizer
Finally, one of the unfortunate tactics the SEO industry introduced was creating thin content that is over-focused on one particular keyword.
This gave way to lots of poor-quality content flooding Google results.
Luckily, our industry is slowly moving away from that trend, and in many ways we have to thank technology for that. There are tools that encourage you to build high-quality content by pushing you to add related concepts and research your topic more.
Text Optimizer is my favorite tool that accomplishes that goal of making each content piece better. It utilizes semantic analysis to encourage you to create more in-depth content:
Text Optimizer is a great tool to create long-form content and lead magnets (ebooks and whitepapers).
The tools above are just the beginning of the list. There are many more innovative tools that make the digital marketing industry such an exciting place to be in.
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