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Trying to succeed at Internet advertising and promotion without the right tools can feel like parachuting unarmed into the heat of battle. Fortunately, a wealth of helpful online marketing tools can be found if you know where to look. If you don’t know where to look, here are five of them.

1. Google Analytics

First and foremost, you need to know how your incoming traffic interacts with your site content and and campaigns – where they’re coming from, what they care about, which pages they spend the most time on, and what they buy. Google Analytics provides a comprehensive, user-friendly platform for tracking and quantifying visitor traffic and behavior patterns.

This remarkable “tool kit” generates advertising reports that help you visualize your conversion rates, as well as e-commerce reporting to trace and interpret customer transactions. It also integrates with the Google display Network to assist you with remarketing, the practice of displaying relevant ads to visitors based on their indicated interests.

2. Google Keyword Planner

Google strikes again with another essential online marketing tool. Google Keyword Planner is the latest incarnation of the beloved and much-used Google Keyword Tool. Bloggers, copywriters, SEO specialists, and other marketing professionals rely on this free AdWords add-on for exploring the popularity and potential performance of various keywords and keyword strings – a crucial step in fine-tuning your campaigns.

Google Keyword Planner lets you examine monthly search trends, CPC data, and average search volumes (with the current version combining desktop and mobile volumes as a single total). One of the most exciting new features is its ability to let you target by city or region, not just by country.

3. HootSuite

Social media is a key component for most marketing campaigns in this day and age, but it’s all too easy to lose track of your postings to various channels, causing some of them to get lost in the dust. Hootsuite solves that problem by serving as your social media command center. Now you can publish your posts to just about every social media channel you can imagine – all at once, at the touch of a button.

But sending is just half of the social media equation, and Hootsuite is just as good at helping you understand and interact with your audience. Its social media monitoring tools help you track all those online conversations on your social media channels, allowing you to follow trends and stay actively involved with your network. In addition to the free version optimized for personal use, Hootsuite comes in Pro and Enterprise versions to suit the scope of your social media effort.

4. Mail Chimp

If you use email as a key aspect of your advertising campaigns – and these days, who doesn’t? – then you need to be using Mail Chimp. This email marketing management tool works with your existing spreadsheet-based respondent data, creating customized contact fields and shooting your irresistible email blast or e-newsletter issue out to different segments of your customer base at different pre-scheduled times. The program can even recommend the best times to send your messages to each segment.

Mail Chimp makes it easy to keep you in front of your customers and prospects at every stage of the sales relationship. Use it to send out welcome emails to your first-time buyers, send personalized emails that cater to their particular interests or online behaviors, and send helpful recommendations based on what they’ve purchased in the past.

Online marketing tools

Email campaigns are a snap with Mail Chimp.

5. Optimizely

Every experienced marketer understands the value of A/B testing in honing an advertising campaign or e-commerce website. That’s why you should have Optimizely on your list of online marketing tools. This CRO (Conversion Rate Optimization) tool has a simple interface that makes it easy to A/B test individual graphic or content elements on any website or landing page. Make your adjustments, run your test, and then keep adjusting as needed based on whether your conversion rate went up or down.

Optimizely gives you lots of testing parameters to choose from. You can target particular browsers or devices, referrer URLs, traffic sources, time of day, custom tags, cookies, and much more. (The Enterprise version gives you a wider range than the Starter version.)

These online marketing tools can make your campaigns infinitely easier and more productive, but you may decide that the easiest course of action is to outsource all of these tasks to a dedicated expert. Our Internet marketing services could fit the bill nicely, so contact us to request a quote.

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About the Author: Jason Corgiat

I started building websites in 1999. Through the years I've worked with hundreds of businesses in various verticals and have built, implemented and managed digital strategies for companies of all sizes. My education is not formal and neither are my methods. Chances are, I can add value to your organization from day 1 but I'll let you be the judge. I'm a proud father of 4, luckiest husband in the world, and enjoy the occasional gym session. How was that for a bio?

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