Digital marketing tools are crucial to the success of small and medium-sized businesses in 2023.
In short, marketing tools help smaller companies wade through data, deliver efficient and compelling marketing campaigns, and scale their efforts.
What’s more, web marketing tools can also help your team perform extensive research and get an accurate idea of what competitors are doing to attract new customers.
This, in turn, allows you to evaluate market data analytics, collect enough data to create a campaign, and get better results in a short time span. But which online marketing tools are the best?
If you’re asking yourself this question, we’ve got you covered.
As a leading internet marketing agency, Fannit has extensive experience using business marketing tools that can help you grow your sales.
Continue reading to see our picks for the best marketing tools that can help you increase performance across all facets of your marketing strategy.
More Helpful Reading: Google Ranking Check
Best Digital Marketing Tools 2023
The internet marketing companies you partner with are important, but so are the tools you use.
But what are the different types of marketing tools?
There are dozens of types of options, but the top marketing tools in our list can be categorized as:
- Social Media Marketing Tools
- Email Digital Marketing Tools
- Search Engine Optimization (SEO) Tools
- Online Advertising Tools
- Customer Relationship Management (CRM) Tools
- Lead Generation Resources
- Lead Capture & Conversion Tools
- Affiliate Marketing Resources
- Marketing Management Tools
It’s important to note that many of these platforms are hybrid. So, you should evaluate each alternative in the context of your entire advertising plan in order to build the best digital marketing tool selection for your business.
1. Social Media Marketing Tools
Building your company’s social media presence is extremely important.
A poorly maintained Facebook, Instagram, or Twitter profile can instill distrust in your customers and drive leads away from your business.
This means a well-crafted social media marketing strategy is crucial for your marketing approach — no more typos in your Facebook posts!
To help you maximize your social media marketing efforts in 2023, here are some of the best types of social media tools you can use to fine-tune your posts and increase the reach of your profiles, especially if you have multiple social media accounts for your business.
Buffer is a versatile social media marketing tool that allows you to plan out content on most major social media platforms, including Instagram, Facebook, LinkedIn, and Pinterest.
In addition to scheduling, Buffer also lets you respond to comments within the program and track top-performing content.
You can also schedule Retweets and generate easy-to-interpret data visualizations to help you see how your media accounts are doing.
Two more reasons why this social media management tool is fantastic are that it automatically shortens links for you and also has animated GIF capabilities, helping you keep your social posts short and engaging.
Feel overwhelmed by having to sign into multiple social media websites every day?
Keeping track of your posts and comments can be confusing, which is why Hootsuite should be on your list of social media tools to try.
Hootsuite cleans up the social media experience by enabling you to view all your accounts and their content and comments through a single, easy-to-use dashboard.
Its software can also integrate with most social platforms, giving you instant access to useful analytics and data that you can use to strategically orchestrate your posts.
Looking for Twitter-specific social media tools? Tweepi is ideal for businesses looking to grow or manage their Twitter profile.
The software’s advanced AI helps you grow your following by strategically following certain profiles and retweeting tweets relevant to your target audience.
In addition to helping you acquire new Twitter followers, Tweepi also makes it easy to manage your current social media marketing audience, allowing you to perform actions on hundreds of followers at a time.
Sprout Social is a leading social media organization tool that helps you pique customer interest by unifying all your business social accounts into a single platform.
It also delivers superior customer data and analytics, showing you exactly how people are engaging with your posts so that you can make optimizations.
Buzzsumo is a robust and data-heavy social media tool that helps you strategically plan high-performance content for your social media.
While it doesn’t have social media management features, Buffer helps during the planning stage by showing you exactly how competing companies are performing when it comes to social shares.
Buzzsumo has dozens of other abilities as well, including the capability to track major influencers in your niche so that you can follow them (opening up potential affiliate relationships), the ability to send you alerts whenever a competitor targets your keywords, and more!
2. Email Marketing Tools
Even in 2023, email continues to be the most effective way to reach your customers, which makes it one of the best ways to bolster your content marketing strategy.
Unlike social media and organic search rankings, which are all controlled by algorithms, your email list gives you direct access to your leads and customers.
Unfortunately, though, many businesses don’t have the tools necessary to manage a massive list of emails adequately. You, however, don’t have to face that problem.
The following email marketing tools will help you take full advantage of your email list by equipping you with email builders, automated email campaigns, subject line testing, segmentation, and much more!
Looking for an easy way to manage your email list and send marketing emails to the masses? Then take MailChimp for a spin.
This powerful email marketing tool integrates with hundreds of applications and other tools, making it easy to integrate into your existing website and social media.
MailChimp also makes it easy to create gorgeous email campaigns. Not only this, your email marketing strategy helps by curating paths so that additional emails can be automatically sent based on the actions your recipients take.
Hubspot Email Marketing Software
Hubspot’s email marketing tools put state-of-the-art design software and split testing capabilities right at your fingertips.
With Hubspot’s intuitive drag-and-drop email template editor, you can quickly customize attractive email campaigns.
You can also use a free logo generator tool to get a brand identity to upload to your email template.
This tool allows you to schedule emails easily and set up automated paths for your customers.
Once your emails have been released into the wild, Hubspot enables you to track their performance and conduct A/B tests to develop maximum engagement.
Whether you’re running an eCommerce site, a digital business, or a B2B company, ActiveCampaign has the ability to transform your email marketing experience.
ActiveCampaign’s features include extensive email automation, site tracking, email segmentation, and easy Facebook integration.
In addition to email marketing, ActiveCampaign also comes with site messaging, CMS capabilities, and engagement tracking so that you can see exactly what people are looking at on your website.
Constant Contact is ideal for people who are new to email marketing and are looking for an easy way to create beautiful emails and manage email campaigns.
Constant Contact’s automated digital marketing capabilities make it a breeze to send out auto welcome emails to new prospects, send leads down email paths, and perform contact segmentation.
Looking for a tool that can help you manage email and social media?
Then try Constant Contact, as this tool also delivers social media posting, monitoring, scheduling, and ad campaign capabilities for Facebook and Instagram.
3. Search Engine Optimization (SEO) Tools
With the exponential rise of voice and mobile search, it’s more important than ever to make sure your website ranks on the first page of Google.
And the higher, the better, as almost 30% of searchers click on the first organic search result.
What does it take to climb in the search results?
Boosting your rankings requires access to performance analytics, backlink control, content creation optimization (e.g. blog posts and web pages), and the ability to spy on competing companies.
Also, because mobile search now accounts for over 50% of search traffic, it’s crucial that your site features a responsive design for mobile marketing.
Ready to get started? The following search engine optimization tools will identify problems with your current site and help you grow your organic rankings.
More Helpful Reading: Free SEO Tools
Need actionable insight into how your content marketing attempts are performing on Google? How about competition analysis capabilities? And you want the ability to track keywords and backlinks as well?
Then AHREFS is the tool you’ve been looking for.
This dynamic website optimization tool delivers industry-leading SEO analytics and insights for a competitive price and within an intuitive dashboard.
AHREFS is also the #1 content marketing tool that we at Fannit use, as its superior keyword research capabilities help us track Google trends and target our content creation.
If you need a robust tool to take your SEO and content game to the next level, then we highly recommend AHREFS.
In case you need assistance, Fannit’s Google ranking tool and AHREFS experts can ensure that you’re taking advantage of both these platforms and making changes according to the performance of your keywords.
For inexperienced SEOs, a program as advanced as AHREFS can be quite the learning curve.
So if you’re new to SEO and would like to practice building your rankings in an easy-to-use space that’s ideal for young websites, then we recommend you start with Moz.
One big advantage of Moz is that it comes with a 1-month free trial, so use this to test it out, and if you feel that you could use a bit more power, then upgrade to AHREFS.
If you’d like to stick to a free plan, then you’ll enjoy taking advantage of Moz’s repertoire of basic tools at no cost.
Google Search Console and Google Analytics
Google Search Console and Google Analytics are free SEO tools that help you keep your website in optimal shape by monitoring for errors and troubleshooting when issues arise.
These tools also help you analyze web and mobile traffic and deliver powerful insights for content marketing.
Google Search Console allows you to set up automated alerts, verify mobile usability, see which keywords people are using to find your site, your click-through rates, and more.
Because Google Search Console is free and offers such powerful insights, this should be the first SEO tool you install.
Google Analytics takes things a step further, delivering deep, valuable data on search traffic, including session duration, bounce rate, audience demographics, and other search engine insights.
More Helpful Reading: SEO Google Analytics Tips
Screaming Frog Website Crawler
Screaming Frog’s famous SEO Spider is a website crawler that delivers insights to help you improve your website’s SEO.
This includes finding broken links and server errors, outdated redirects, and duplicate content.
Screaming Frog can also help by analyzing meta descriptions and page titles to ensure they’re SEO optimized.
Need an XML Sitemap or a quick diagram of your site’s architecture? Screaming Frog’s SEO Spider can do that too! Making this digital marketing tool a must for companies trying to boost their SEO in 2023.
More Helpful Reading: SEO Audit Checklist
4. Online Advertising Tools
Pay-per-click advertising (also known as PPC) should play a part in your online marketing efforts.
For those new to PPC, it is a revolutionary form of advertising, as you don’t pay for exposure but only pay when someone clicks your ad.
This makes PPC a much more desirable form of advertising than traditional print advertisements.
How does it work? PPC Ads are triggered and displayed by search engines and social networks when people search for keywords that you select in your campaign settings.
This means that getting people to click on your ads requires specific knowledge of your audience so that you’re able to get your products and services in front of the people that actually care about them.
The online advertising tools listed here will help you collect this data, create compelling ads, and monitor performance so that you can optimize your advertising as you go.
AdEspresso makes online advertising easy by giving you access to all the internet’s biggest social media advertising platforms within one easy-to-use interface.
Create engaging advertisements on Instagram, Facebook, and Google Ads, and get your ads in front of thousands of your ideal customers using AdEspresso’s detailed campaign settings.
Once your campaign is running, monitor results in real-time, using AdEspresso’s data widgets to see everything from macro performance to granular microdata.
This easy access to performance makes AdEspresso one of the best online advertising tools on the market.
Google Keyword Planner
A PPC campaign is only as strong as your keyword research is accurate.
This is where Google Keyword Planner comes in.
This advanced online marketing tool is part of Google Ads and excels at helping you find new keywords for your PPC campaigns.
Google Keyword Planner’s keyword insights also include monthly search volume, keyword cost, easy keyword organization, and more! If you’re looking for an effective way to level up your PPC campaigns, this is it.
Hubspot Ads Software
Hubspot’s versatile Ads Software helps you create deeply targeted ads that go after the exact audience you need to advertise your product/service to.
Another great benefit of Hubspot Ads is that you get to run your entire advertising campaign within a single digital marketing tool.
This includes ad creation, distribution, analytics, and management.
Use this digital marketing tool to run PPC campaigns across all the major platforms, including Facebook, Google, LinkedIn, and Instagram.
AdStage helps marketers level up their PPC performance by automating many tasks, like day-parting ads, enabling you to spend more time on marketing strategy and optimization.
Running a successful PPC campaign requires real-time data and the ability to access reports so that you can make fast ad adjustments to keep costs down quickly.
To this end, AdStage also delivers detailed reports that help you see how your PPC campaigns are converting and highlight areas that require improvement.
5. Customer Relationship Management (CRM) Tools
One of the fastest ways to lose customers is to…lose track of them. This happens when emails pile up, requests get lost, and you forget where in the sales funnel your leads are.
Chaos like this results in customers flying the coop for competing companies.
To mitigate this risk, the customer relationship management (CRM) tools listed here will help you keep track of every prospect, lead, and customer interaction.
These best internet marketing tools will also help you automate your sales pipelines and will give you access to valuable customer engagement data so that you can optimize the way you interact with your audience.
More Helpful Reading: Hubspot Marketing Automation
If you’re looking for a dependable CRM tool that will help you convert leads into sales, then we recommend Hubspot’s CRM.
This tool is especially useful if you use other Hubspot applications, as it seamlessly integrates with Hubspot’s email and PPC software, as well as a wide range of other tools, including Gmail, WordPress, WhatsApp, SurveyMonkey, and more!
Benefits of the Hubspot CRM include its intuitive web page builder, engaging forms, live chat widgets, and easy-to-use reporting dashboard that helps you keep track of where your leads are in the sales funnel.
Zendesk is a simple and intuitive CRM software that is ideal for small businesses looking for an effective way to handle every stage of their customer relationships.
From first contact to lead nurturing to long-term interaction, and conversion, Zendesk has all the tools you need to improve customer engagement and keep your audience coming back for more.
Things we like about Zendesk include its email tracking system, activity reporting, real-time email push notifications, and superior email automation abilities.
Zoho CRM is a robust digital marketing automation tool that helps you manage customer relationships and improve employee productivity.
Some of the features we like about Zoho include its automated workflows, which allow you to automate things like data input, emails, and other tasks.
One more perk of Zoho’s CRM is that it allows you to communicate with leads through a variety of mediums, including phone, email, chat, and social media — all from within a single, easy-to-navigate interface.
Pipedrive’s CRM has been called the “easiest to use CRM,” and we kinda agree.
While tools like Hubspot may deliver more capabilities, Pipedrive is an excellent CRM solution for small to medium-sized businesses looking for a streamlined and easy way to create sales pipelines and automate mundane customer relationship tasks.
New to sales? Pipedrive’s easy-to-interpret data visualizations, video training resources, and simple interface are ideal for people who are new to sales and CRMs.
6. Lead Generation Resources
SEO and paid advertising bring people to your website, but are these website visitors converting into leads and prospects? Or are they bouncing off without signing up or clicking “purchase”?
If you’re having trouble with your bounce rate and would like to improve your sales, these lead-generation tools will help you create stunning landing pages that lead website visitors further down your sales funnel.
More Helpful Reading: Hubspot Sales Pro
HotJar is one of the best lead generation tools on the market as it delivers groundbreaking insights into how your customers interact with your website, giving you the data necessary to create the tag lines, CTA’s (call to action), and landing webpages that compel leads to click “buy.”
HotJar does this by tracking user behavior on your website and creating engaging data visualizations so that you can see exactly where people click, tap, and scroll when they come to your site.
This gives you the ability to fine-tune your site into a lead-gen machine.
Note: if you aren’t already, also utilize a good virtual phone service with features like call recording, smart call forwarding, and call analytics.
Need help designing gorgeous and click-magnet landing pages? Then you’ll love Unbounce.
This easy point-and-click page builder helps you create incredible landing web pages for a fraction of the cost and time it would take to achieve the same level of quality using a developer or designer.
One more thing that’s great about Unbounce is its built-in split testing capabilities.
These allow your business to quickly test different versions of your landing pages so that you can experiment with different designs and messaging and select the page that performs best.
Want landing page design plus a bit more? Then consider Instapage.
This robust digital marketing tool includes features like a landing page builder, A/B testing, PPC campaign integration, streamlined collaboration workflows, and superior page speed all in one tool!
Whether you’re running a PPC campaign from Google Ads, Facebook, or elsewhere, Instapage will help you create curated landing pages using tried-and-true designs and will also give you the necessary tools to track performance and make optimizations on the fly.
Want even more landing page and sales funnel capabilities? If you’re looking for a lead generation tool that will do it all, look no further than ClickFunnels.
ClickFunnels aggregates everything you need for lead generation into a single interface.
This includes an easy drag-and-drop webpage builder, landing page design templates, sales funnel development and automation, PPC and email marketing automation, smart shopping carts that generate upsells, and much more.
7. Lead Capture & Conversion Tools
Now that you have organic and paid website traffic coming in and have equipped your site with well-crafted landing pages, it’s time to convert your visitors into qualified contacts and customers.
The lead capture tools listed here will enable you to create compelling and attractive opt-in forms, surveys, and other conversion tools.
These digital marketing tools will help you grow your email list, sales, and base of repeat customers.
OptinMonster is a legacy WordPress plugin that started out as a simple email opt-in form but has grown to become a robust lead-capture tool that’s used by millions of websites to capture name and email data.
Some of the great features available on OptinMonster include its visually stunning forms (e.g. floating bars, lightbox popups, slide-ins), its superior Exit-Intent Technology, easy split testing, effortless mobile campaigns, coupon wheels, and more!
Looking for sleek, modern forms that draw leads like bees to honey?
Typeform’s minimalist, urban form designs look especially gorgeous on websites that are intentional about creating a creative and artistic experience for their customers.
In addition to email capture, Typeform offers a host of other form options, including surveys, questionnaires, quizzes, order forms, job requisitions, polls, and much more.
Do you need an all-in-one lead capture tool?
ConvertFlow offers an easy point-and-click form and landing page builder that can also be used to design and launch sticky bars, surveys, quizzes, and popups.
Another powerful advantage of ConvertFlow is its ability to create advanced personalization workflows that make your customers feel right at home on your site.
For example, these personalization tools enable you to create pop-ups that greet customers by name.
One more useful lead capture tool is Hubspot’s Online Form Builder — one of our favorite aspects of the Hubspot “ecosystem.”
If you’re already a Hubspot user, you’ll love how this tool enables you to easily create forms using the drag-and-drop builder and how it automatically routes all incoming form entries into your Hubspot CRM.
Email automation is another advantage of Hubspot’s Form Builder, as you can set up email paths that are automatically triggered depending on how leads fill out forms.
More Helpful Reading: How To Use Hubspot Help Setting Up
8. Affiliate Marketing Resources
Affiliate marketing is growing in popularity as an alternative form of paid advertising.
The two most popular forms of affiliate marketing are a) paying publishers to display ads in return for a percentage of sales or b) paying influencers and experts in your niche to recommend your products and services to their audience.
As a marketer, you need to diversify your efforts in order to reach more potential customers.
Affiliate marketing does this by putting a face on your product and helping you tap into segments of the market that may otherwise be unreachable.
Ready to get started? The following digital marketing tools will help you launch your affiliate marketing campaign and bring in new traffic to your website.
Mention is definitely a contender for the best online marketing tool because it enables you to monitor online conversations about your brand so that you can react to or co-opt these conversations into marketing opportunities.
Additionally, Mention helps you monitor conversations about your brand and conversations about competing companies.
This makes it excellent for social media marketing strategy, as well as when planning affiliate marketing campaigns — Mention shows you which influencers are already talking about your company, giving you an instant in when it comes to contacting them about sponsorship opportunities.
VigLink pairs you with the industry-leading publishers and influencers that are part of their agency, helping you gain exposure and lead generation through paid ad placements and sponsored content.
VigLink’s paid placement program puts your ads in front of new audiences, while its sponsored content program gets online influencers in your niche talking about your products and services.
Both of these affiliate marketing opportunities are excellent ways to reach new customer segments and boost sales.
CJ Affiliate is another leading affiliate tool that gets your products and services in front of the masses.
First, use a tool like AHREFS to identify the groups you want to promote your products to, then use CJ Affiliate to partner with the influencers your target audience interacts with.
CJ Affiliate’s publishers/influencers can advertise your products and services across a variety of platforms and applications, including email, social media, blogs, searches, and more.
Marketing Automation Tools
When it comes to sales, time is of the essence.
Your sales team can’t afford to spend time completing menial or repetitive tasks because these chores can quickly bog down employees and prevent them from doing the actions that really make a difference.
Ready to unleash your sales team’s full potential? Then experiment with the automated digital marketing tools included in this list.
These powerful resources will help you automate workflows, emails, SMS, social media, and much more.
Drip is a marketing automation tool that enables you to set up automated pathways that engage your customers across text, email, pop-ups, and social media.
Drip enables you to reach your customers where they are, by taking advantage of multiple channels to maintain constant contact.
From text messages to personalized emails, when your customers start thinking about you, you’ll be there.
One more thing you should know about Drip is its advanced behavior-based automation, which sends messages based on how and when customers interact with your brand.
GetResponse’s engaging Marketing Automation Builder makes it a breeze to construct complex workflows that set your customer relationship tasks on autopilot.
From capturing and converting leads to reaching out to shopping cart abandoners in your online store, this marketing automation tool has the capabilities necessary to really scale your productivity.
Additional features include comprehensive automated marketing settings that allow you to trigger events or contact based on customer behavior and preselected conditions.
Omnisend is a dynamic marketing automation tool that excels at customer segmentation — the ability to divide and target audiences based on shopping behavior and additional characteristics.
Another thing we like about Omnisend is its ability to integrate with all of the major eCommerce platforms, including Shopify, BigCommerce, WooCommerce, and more!
More Helpful Reading: Hubspot Marketing Automation
Marketo is an all-in-one marketing resource that equips you with customer experience automation, content personalization, advanced market and customer analytics, sales partnerships, cross-channel engagement, and much more.
But since this section is on automation, let’s focus on that.
Three things we appreciate about Marketo’s automation capabilities are how it makes it quick and easy to create clean, smart campaigns that trigger specific workflows based on customer activity, how the program scales easily, and how it makes cloning workflows a simple, one-click task.
9. Marketing Management Tools
A marketing campaign is only as successful as it is organized.
Unfortunately, this is easier said than done, especially with all the tools listed above showering your business with data, analytics, and all sorts of customer and company information.
You need tools and systems in place to help you keep track of data and your projects. Here are two management tools that we at Fannit recommend.
Teamwork is a comprehensive project management software that will help your business save time, coordinate internally, and collaborate with client companies.
Its advanced task management capabilities and reporting tools set it apart from other business management tools, which is why Teamwork is the tool of choice here at Fannit.
Trello is a fun project management tool that helps you keep track of your business projects, who’s doing what, etc.
Trello’s visually appealing and minimalist style keeps each marketer in your business on track and ensures that everyone knows what the next step in each project is.
Need to Choose the Best Marketing Tool? Here Are a Few Tips
There are various marketing tools to choose from in each of the categories listed above.
Every company requires a unique mix of tools, which vary based on their goals and the expertise level of their marketing professionals.
With that said, there are some tips that can increase your chances of choosing the right digital marketing tools. These include”
Identify Your Exact Requirements
Yes, every business wants to generate leads. But you need to be more specific if you want to choose the top digital marketing tools for your business.
In short, you need to create a list of small goals and milestones.
This, in turn, will help you understand the marketing tasks you need to complete and tell you what tools you need to implement your content strategy.
Research Multiple Providers
Digital marketing tools are always being built and improved. Rather than assuming that the biggest companies have the best products, it’s important to evaluate all of the providers at your disposal.
This applies to all types of platforms, including content marketing tools, project marketing tools, and similar resources.
Test Out Every Digital Marketing Tool Before Purchasing
Small business owners don’t usually have a lot of time to dedicate to research.
However, it’s essential to evaluate all options before choosing the right set of digital marketing tools. Remember, at this stage, you should have a solid understanding of what you want to achieve.
So, you need to try the free version or free plan of the necessary platforms and evaluate how they perform.
If Possible, Opt for Tools that Have Learning Resources
Has any of the providers you’ve worked with ever offered a knowledge base? Or did they ever host webinars?
If the answer is yes, you know how beneficial it can be to have these additional resources.
In case you haven’t found tools that offer these resources, it’s a good idea to inquire about this when you’re researching the different options.
In addition to teaching you how to use and get the most out of the tools you purchase, these types of sources can give you valuable insights into the world of digital marketing.
Are Free Digital Marketing Tools Enough to Run a Successful Campaign?
There are many free digital marketing tools you can opt for, but is it a good idea to depend on these to research, create, and publish content?
This heavily depends on the goals you want to achieve, the size of your business, and the scale of your campaign.
Keep in mind that some technical aspects of your campaign will require a robust solution, which often requires a subscription.
For example, if you’re looking for social media sharing automation, you can opt for a free tool.
But, if you need to monitor conversion attrition, you may have to opt for more advanced tracking tools.
Partner With a Leading Internet Marketing Team
As you can see from all the marketing tools listed above, effective digital marketing in 2023 requires a repertoire of analytics tools, marketing software, and a lot of time.
We understand that investing in all of these resources can be intimidating for companies with a limited budget or without the employees necessary to run these tools properly.
So if you’d like to take advantage of the analytics tools and marketing channels listed in this blog post without the investment of purchasing and training on these tools yourself, then we offer an attractive alternative.
Here at Fannit, our digital marketing experts have spent years acquiring the best tools in the industry.
Our marketing team is ready to partner with you, running your PPC, email marketing, social media profiles, and other marketing tools for you.
Our superior track record of 5-star reviews demonstrates that we can improve your conversion rate, boost your SEO, and deliver actionable insights that your sales team can use to bring in potential customers and scale your business.
To learn more about what Fannit can do for your business, give us a call and speak with a professional digital marketer today.