It’s easy to get lost amongst all the fancy bells and whistles available in today’s Digital Marketing ecosystem, but most of the time you don’t need a lot of what’s out there. It’s important to be smart about the way you use your toolchain, or it could actually distract from doing a few things extremely well. The Pareto Principle states that, for many events, roughly 80% of the effects (leads and traction in your business) comes from 20% of the causes (limited, robust tooling). In this article, we’ll look a few essential picks that, when used effectively, could take your business to a new level.
Email is one of the best marketing tools to invest in and master. Considering that an estimated 91% of consumers check email at least once a day, it’s one of the best ways to get in front a potential customer. Mailchimp is a fantastic tool with built-in templates, automation, analytics.
We’re huge fans of Shopify! The E-Commerce platform includes everything you need to run and scale your business. It includes a beautiful theme store, ton of apps, a forum, and fantastic resources. They even have a built-in blogging system and support for Facebook Messenger.
To scale your business, you need to be in front of customers - often. In today’s digital world, there’s a huge opportunity to reach and connect with millions of new customers through social media. With Facebook, Twitter, Instagram, and the dozens of other platforms that you need to consistently publish content to, it’s smart to aggregate and schedule that content - Buffer helps. You can connect multiple channels, (now including Instagram) and schedule your social media posts to keep your followers up-to-date.
Collaboration is key to winning in business. To effectively manage your digital assets, tasks, and feedback Trello is a fantastic project management tool that can help. You can create boards, add collaborators, create cards, labels, checklists and organize a schedule of all the activity within your business. Here’s a cool set of use cases for trello.
We are what we measure. Google Analytics is a key tool that can help you track activity on your site. Whether you use analytics to create more customer value or target a new demographic in a location with higher engagement, you’ll have a clear view as to what the next steps should be for your site when you understand the metrics.
One of the main components to get right when marketing online is the website. Often you don’t even need a full website with tons of pages either to be effective. With LeadPages, you can create multiple landing pages that allow you test and optimize your site to target specific campaigns or customer segments.
Selling digital content and training are sure to be around for the long-term. Kajabi is a great platform that allows you to host audio/video and engage with a online community. You can set a price for your content and manage your engagement in the backend.
Video marketing is a rising topic and will surely be an important way to reach new customers. Wistia is a video hosting platform that allows you to manage your video content, share a player, and track analytics along with a lot more. They allow you to integrate with other apps and improve your SEO.
Audio is another very important channel to have a presence. Podcasting can be a great way to engage listeners with interviews, stories, and key updates in your industry. With SoundCloud you can host audio shows, share a beautiful player with a waveform timeline, and track analytics.
Marketing can get competitive, and a great way to stand out from the crowd is by researching, forecasting, and measuring your content. With Moz, you can get content audits, SEO tooling, social stats, and more all in a beautiful dashboard.
Overall, it’s important to pick what works best for your business and master what you have. By focusing on the 20% of the best tooling out there, you’ll be closer to the 80% of results that they’re all striving to produce. Choose wisely and be consistent.