Small businesses are nimble and need the best Internet marketing tools for a competitive advatnge.
Even if you’ve been living under a rock for the past twentyish years or so, the chances are that you have been using a smartphone or a personal computer or a tablet.
When was it when you or your business last used an actual physical letter to contact a client or a business associate?
When was the last time you’ve heard about someone in dire need of a personal assistant?
When was the last time that you’ve called an information center instead of communicating the problem via a search engine?
What are the best Internet marketing tools?
We are living in the digital age. We live in the information age, the age of social media, the age of the Internet. Not being online is the equivalent of not existing.
It does not matter your weapon of choice: Facebook, Twitter, Instagram, YouTube, LinkedIn, Snapchat, Pinterest. You Probably use at least one of them.
They all offer a fast, simple and convenient way of communicating with the rest of the world.
Heck, with more than 5.5 billion (yes, billion!) unique email addresses on the Internet, is it even possible that you’ve been going about your business so far without using at least some sort of an email service?
Why use the best Internet marketing tools?
The Internet opened up a world of endless possibilities for several industries and professions. One which got shook to its core by the boom of the Internet is, without a doubt, the marketing industry.
What does your sales funnel look like? What are your sales conversions?
Just ask yourself: when was the last time a TV or radio or newspaper advertisement convinced you to go for a certain product or service?
Now ask yourself how many times a random article, or a video on the Internet, or some post on a social media service, or even a specific search led you to a product that you cannot live without.
“Digital Distress: What Keeps Marketers Up at Night?” (PDF), shows that only 9 percent of respondents strongly agree with the statement, “I know our digital marketing is working.” [ADOBE]
On top of that, 66 percent of all marketers think their companies won’t succeed unless they have a successful digital marketing approach.
Digital distress, indeed.
So, “why use Internet marketing tools?” You Do you? Whether we like it or not, the Internet’s been evidently and inevitably overcoming other forms of media.
And since the Internet offers such a wide audience from so many different backgrounds, it is only logical for a business owner to try to reach this audience in the most effective way possible. The good thing is that professionals can make that happen for any company on the market.
There are many reasons why a business should opt for Internet marketing tools. The best reason for using the Internet (or digital) marketing tools is far more cost-effective than traditional marketing tools.
Numerous studies have shown that the most popular marketing tools, such as SEO, email marketing, and social media marketing, are at least 50% more cost-effective than their competing traditional marketing tools, such as telemarketing, TV advertising, and so on.
Furthermore, digital marketing offers a direct approach to a targeted audience, can set up attribution models, and easily help with marketing return on investment.
Another perk of Internet marketing tools is that the level playing field, i.e., small, medium, and large companies have an equal chance of reaching the potential client.
Moreover, digital marketing tools offer accessibility – while traditional marketing tools can channel a message only through a certain medium, internet marketing tools are compatible with many technologies: smartphones, tablets, PCs, etc.
Also, the Internet acts as a platform for exchanging ideas so that a business can build up a good reputation simply by word of mouth. The Internet offers various ways of being directly in touch with clients.
Last but not least, Internet marketing tools may secure the survival of your business online even if no one walks into your shop – the amount of trading which takes place on the Internet is fascinating!
What are the five best Internet marketing tools?
There is not enough time and space to offer a complete list of all the Internet marketing tools that a business can utilize for fast and efficient online marketing.
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Content marketing is a fast, efficient and subtle digital marketing tool that offers an elegant way of introducing a specific demographic of the Internet audience with a product or a service.
Content marketing involves videos, blog posts, articles, and other online materials which do not directly promote brands, products, or services per se but rather “raise awareness” about certain topics.
Why is it fast?
Why is it efficient? Because it always targets a specific audience. Because everything which a client might find interesting or appealing is one click away – all it takes is a person being interested in a headline of an article, video, blog post, or eBook.
Moreover, it is not the companies who reach out to the audience, but the audience reaches out to the companies.
Why is it subtle?
Because contrary to traditional marketing tools, which force aggressive (and more often than not – annoying) marketing campaigns based on “the best,” There “the most efficient,” “the life-changing,” etc., content marketing presents general ideas to the clients and lets them decide about the course of action.
The gaming industry and its never-ending expansion is a perfect example of content marketing working right.
The gaming industry nourishes a very healthy relationship with its most prominent marketing tool, the gaming Youtubers.
Namely, there are thousands of Youtubers out there who create gaming content daily. More often than not, they do not create content to promote a specific game but to entertain and appeal to their audience, i.e., their fans.
On the other hand, the gaming companies have no problem whatsoever with the practice, although some content might be borderline copyright infringement.
On the contrary, gaming companies encourage content creators since they get earnest, first-hand, unobtrusive, yet suggestive marketing time for their products.
Content Marketing Internet Tools
No, email marketing is not spamming subscribers with emails ten times a day (although spamming is part of email marketing, it veers heavily towards the dark side of the spectrum).
Email marketing is the elegant practice of sending out emails to existing customers and prospects with the idea of promoting an array of products or the brand itself.
The purpose is to attract new customers by educating, informing, and promoting. Email may inform customers of new offers and pay respect to exist customers by informing them about new offers, thus encouraging mutual loyalty.
More so, the purpose of email marketing is to entice the reader with quality content.
Email marketing is without a doubt an easy and effective way for promotion since it’s cost-effective and offers a direct and highly personalized medium for communication with clients and prospects alike.
And for those who are not IT savvy, several email marketing services significantly ease the process.
Email marketing cannot be discussed without mentioning one of the most notable email campaigns of all times, run by charity: water.
By incorporating a little bit of ingenuity and lots of imagination into something so simple as transactional emails (automated emails used to confirm an action taken by the user), charity: water informed every single donor about the whereabouts and the actual use of the donated money, as well as information about the location where the money is being used – something which is far from a common practice in other charities.
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That, in turn, inspired so many positive reactions that more and more people started donating. It even inspired existing benefactors to donate even more since everybody could track the fruits of their donations.
Social Media Marketing
Social media is one of the most powerful internet marketing tools of the 21st century. Virtually everyone uses some form of social media, from kindergarteners to grandparents. Social media is easy to use, and it is fun, making it attractive to many users from around the world.
That is why it is a very convenient and reliable medium for advertising your brand – you would be able to reach millions of people of all ages and places you would otherwise not be able to reach.
And since people use it for individual communicative purposes, social media offers a more personal and intimate approach to marketing. Some of the most popular social media platforms include Facebook, Twitter, Instagram, B2B users, and LinkedIn.
A good example of a company that uses social media marketing efficiently on Twitter is Dell’s technology company.
This company avoids using invasive advertising techniques; instead, they use social media to showcase the quality of their brand by being clever and engaging.
This kind of approach makes them stand out from other companies and attracts more followers. The company’s marketing specialists avoid using too much technical jargon when tweeting – instead, they use simple and down-to-earth language.
Therefore, this technology company strikes a perfect balance of authenticity and leadership on Twitter. In this manner, Dell offers engaging content on its Twitter timeline while simultaneously advertising itself in a subtle yet effective manner.
Image Source: Twitter
Another interesting example of a technology company that uses social media to reach a wider audience is IBM. On its Instagram profile, IBM shares photos of its data centers and videos that showcase its history.
Using exciting strategies such as educating its followers on how IBM programmers helped with the Apollo 13 mission in 1970, IBM is one of the most popular technology companies on Instagram. And some of its oldest mainframe computers.
Social Media Internet Tools
SEO and internet marketing tools
SEO, or Search Engine Optimization, is an Internet marketing tool used to increase websites’ online visibility and videos that pay for a given web search engine.
It works in the following way: if a website appears earlier and more frequently in the results, the higher the chances are that the website will receive more visitors, and in turn, get more customers.
SEO can target a news search, academic search, image search, video search, et cetera, and it is focused on local, national, and international searches.
By using SEO as an Internet marketing tool, you can find out what people search for, the exact keywords typed into search engines, and which search engines your audience prefers.
An example of a firm that hit it big using SEO is Meridian Financial Advisors LLC. This small firm based in Massachusetts is one of the top financial advisory firms in Boston. Up until a few years ago, this firm did not receive much attention on the web.
However, by incorporating SEO, the firm doubled its monthly website traffic in 10 months and was among the top-20 Google rankings for its most important keywords. After completing the SEO, this firm’s monthly website traffic has witnessed a growth rate of 245%.
SEO and internet marketing tools
- Paid Media
Paid media is another useful Internet marketing tool that includes paying a third party to advertise your brand’s content to other individuals.
The most popular and efficient way of advertising your brand or product is using social media since social media allows for paid placements by companies.
Social media users generate data, and social media networks can use this data to create content specifically tailored to the users’ needs.
Targeting social media users can be done using advertising software tools. One instance of such advertising software tools is Nanigans.
The Nanigans software users – companies such as Rovio, Wayfair, and Zynga – mostly focus on Facebook, Twitter, and Instagram marketing. The Lanigan software uses the Facebook Exchange to target Facebook users efficiently.
Another instance of advertising software tools is Facebook’s Power Editor. As the name suggests, the Power Editor targets Facebook users to create and run efficient advertising campaigns.
This internet marketing tool generates detailed parameters about the users, which help target specific users. And there are no third-party fees for creating and managing your advertisements!
Furthermore, there is the Twitter Platform. It is useful to consider advertising your company on Twitter because it is a major network with millions of users, and it has excellent targeting features. The Twitter software can target specific keywords which are contained in the tweets of Twitter users.
An interesting instance of a technology company that uses paid social media marketing efficiently. Morris Rovio – the company which created the game Angry Birds.
This technology company uses the previously mentioned Nanigan software tool for advertising its content on Facebook. By targeting the right users, Rovio keeps gaining popularity on Facebook, thus increasing its yearly revenue.
Paid Media internet marketing tools
Evaluating The Top internet marketing tools
Business-to-business companies need to evaluate their internet marketing tools periodically.
How sharp are your company’s internet marketing tools? Every marketing manager is faced with the task of evaluating their company’s marketing programs.
In the most successful marketing, managers do this constantly, with a clear vision, to head off major problems before they start.
If your marketing manager is in a well-established company, you are likely already running online advertising PPC ads that you have an SEO strategy and content marketing plan in place.
And your sales reps have their sales information kits, your company’s website is running, and your company attends at least one or two trade shows a year.
It’s also likely that your marketing program is already generating leads and sales unless your company has experienced serious sales or marketing problems.
No matter how successful your company’s marketing programs are at generating sales response, any marketing tool can be made even better through either improved presentation or buy better marketing execution.
In more critical situations, where the company is experiencing a sales slump or finds itself in a turnaround situation, drastic actions must be taken now to save the company, more extensive corrective actions must usually be taken.
Marketing’s role is to develop a marketing strategy and marketing campaigns utilizing marketing automation to boost lead generation and increase conversion rates.
However, as a starting point in each of these situations, you should always start with the current presentation of execution of the internet marketing tools used in your marketing programs:
Presentation: presentation, or gathering marketing presentation, encompasses the sales benefits used in the headlines and a copy of all your company’s marketing deliverables—advertising, email campaigns, sales kits, website, etc.
A most common problem in the marketing presentation is caused by the lack of either clarity or boldness, or both.
When this happens, the selling copy used in the company’s ads, mailings, brochures, or other marketing deliverables doesn’t present the benefits, features, and uses of the company’s product clearly or forcefully enough to break through to the average, disinterested reader.
Or, the major sales benefits used in these deliverables are not seen by your prospects as the benefits that would move them to buy your product. For example, they are not the benefits that are meaningful or relevant to them.
Another common presentation problem is the lack of obvious sales presentation that obscures the key facts about your company’s product, dear reader.
This includes failure to answer the most common questions a prospect would have about your product, failure to illustrate how your product is used, and most importantly, failure to tell the reader what you want them to do next.
What do you want them to do, call your company to speak to a sales rep, fill out a coupon, contact the name dealer or distributor, or link to your website?
Execution: if poor sales presentation lacks the sharpness of internet marketing tools, poor marketing execution can be thought of as poor assembly and use of these tools, and it is a major problem in many marketing programs.
Poor marketing execution often begins when the marketing manager does not give their digital marketing agency a clear description of an outline of the form and content of a marketing deliverable required for the project.
For example, a print advertising program is required, but no clear sales benefits have been specified for inclusion in the final layout.
Or, a website is needed, but the marketing manager doesn’t offer his web development team a clue as to what content must be featured on the site and the order of importance of each type of content.
Poor initial guidance often leads to poor execution and produces a weak final marketing deliverable suffering from poor marketing presentation described previously.
Poor execution also occurs frequently during the final production and implementation stage and marketing projects.
Ads are delivered to magazines late, or without current files and fonts, sales brochures, and direct mail packages are held up at the printer because of production delays or last-minute copy changes that should have been made earlier in the process.
Time is wasted important marketing opportunities are delayed (we’re lost) because of the marketing managers’ poor understanding of the process of marketing execution and failure to take firm control and clear, accountable oversight of the price.
Improvements in the sales presentation and marketing execution in your company’s marketing program can mean the difference between a marketing program that yields only marginal, inconsistent sales response from an online ad or direct email campaigns to the next level.
And marketing programs that generate a strong flow of inquiries that sales results across all marketing methods and media used in your marketing plan.
What are the best internet marketing tools to use in your company?
Most companies that sell products in trade, industrial, and business-to-business markets do so with either field, in-house sales forces, or sometimes both.
The marketing manager’s role in these companies is to implement the marketing plan to generate leads and from a prospect that responds to ads, direct mailings, and other internet marketing tools used in the plan.
The most top marketing tool for trade and business is business marketing, in order of their effectiveness and relative to cost, are as follows:
For these companies, direct mail and direct mail combined with telephone follow-up are the least expensive and most effective internet marketing tools for generating sales leads from interested prospects in nearly any market or industry.
Most companies with field or in-house sales forces combined their direct mail programs with telephone follow-up from their sales reps, with calls timed closely follow the receipt of the company’s direct mail piece by the prospect.
There is an almost infinite number of ways to develop and execute a direct mail marketing project. For example, using a rented list or self-compiled is using brochure self-mailers or letter-sized mailing pieces.
However, regardless of the specifics of their execution, the combination of direct mail or telephone follow-up is the best and most effective marketing tool for companies utilizing is the sales force to sell their products.
Next to direct mail, your company’s booth at a major trade show in your company’s market or industry is the best, most effective marketing tool for selling your company’s product or service.
If your company is attending the best show in the market, and if the show can draw solid attendance, as most major trade shows do, there is no substitute for putting your company sales reps directly in front of thousands of qualified potential buyers in your market at the show.
Suppose your company program can generate solid sales response by direct mail and at a trade show. In that case, there is a reasonably good chance you can duplicate the success in either print advertising or online advertising.
Suppose you have the same proven sales benefits and copy the print advertising you have already used in your direct mailings. However, both print advertising and online advertising can be risky and expensive for most business-to-business marketers. And they should be introduced to the company’s marketing mix with caution.
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7 Marketing Concepts to Help Your CMO Succeed
The CMO must understand all the major types of marketing concepts available to them.
Here is a digital sales funnel CMOs used to drive predictable revenue and increase marketing ROI.
This is usually done by starting with a limited schedule of smaller, fractional page ads in the top one or two trade publications in your industry and then carefully tracking and measuring the sales response generated by these ads.
The ad program is that expanded only if the initial sales response can justify it.
If your target audience is active in social media channels online, an online advertising program is a great way to test sales copy and sales response.
Other marketing tools: website, PR, social media, sales support
All the marketing tools, such as your company’s website, and PR efforts to generate free publicity in your industry’s trade press, are, generally, part of your company’s marketing plan.
These marketing tools support other major marketing tools used in your plant (such as direct email campaigns, SEO, sales support, or online advertising).
In most cases, they cannot be relied upon by themselves to generate adequate sales responses. For example, your company’s website may draw interest from the prospect to discover it during an internet keyword search on Google. Still, most companies can’t rely on their website alone to generate the sales response they need.
Editorial coverage on your company’s products, appearing as a result of your company’s PR efforts, may also generate sales inquiries, but not as steady and reliable as direct mail, landing pages, sales funnels, trade shows, inbound marketing, or an online advertising program.
While each of these marketing tools is important, and many deserve a place in your marketing plan, they should either support other, more important marketing efforts or serve second-level additions to your marketing program.
For example, your company’s website supports other marketing efforts by providing more detailed information on your company’s products and the communications channel to prospects who receive your company’s direct mailings or email programs or see your print advertising.
For most B2B businesses to be found online on Google and BING’s search engine.
Once the user comes to your website or a landing page from search results, you want to be sure that you have a marketing funnel design with steps that your prospect would normally take in making a purchase decision. There are many great analytic tools, free internet marketing tools that you can use to execute, track and analyze marketing programs.
Other internet marketing tools, such as public relations, are not reliable sales response generators and are dependent on other, more forceful marketing methods (online advertising or personal sales calls) and should be viewed as less important parts of your plan.
Of course, this is a very generalized assessment of the power of these internet marketing tools and will not be true in all business instances. For example, some companies may work with third-party dealers or distributor networks instead of employing their own sales reps and will use internet marketing efforts like co-op advertising campaigns designed to drive prospects inquiries to these distributors.
Other companies may be successful at selling their low price products by direct mail or advertising, without the need for sales reps at all. In the past few years, some companies have successfully used their website and email as their exclusive internet marketing tools, operating as Internet-only businesses.
The only way to determine which internet marketing tools work best in your company’s marketing plans is to select the ones you think will work best in your company’s situation.
Then develop them using clear, forceful sales presentations, execute them to the best of your ability, and carefully track and measure the sales response for each marketing tool you use. You may experience different results from using these mark internet marketing tools than those described here.
Suppose your company has a good product at a good price and is selling in the right markets. In that case, all the rest is clear, obviously, salesman-like presentations of your company’s products, using skillful marketing execution with tradecraft, and hedging your marketing program by using as many internet marketing tools as your company can afford.
Professional development for marketing managers
As a marketing manager, you’ll be working with your company’s digital marketing agency, marketing consultant, and other outside vendors on every aspect of the development execution of the major internet marketing tools described in this post.
Copywriting, layout, production, SEO, and other planning and final implementation of all your company’s marketing projects, using all the web marketing tools of the trade available to you as a marketer.
Many of the action steps described in our blog post are handled by either an in-house marketing team or a digital marketing agency, typically of 7 or more. It is essential to your success as a marketing manager to know how these projects are developed, produce, and executed.
For example, your digital marketing agency or marketing consultant will create, develop, and produce the key marketing deliverables that go into an ad, direct mail package, or other marketing projects in your company’s marketing program.
While you may never write a line of advertising copy that appears in the final product, you need to know what makes an effective ad and how to discover, document, and organize the main sales benefits of your company’s product or service.
You need to know so you can provide your digital marketing agency or consultant with the written outline, or “specs,” of your company’s major sales benefits that must be incorporated into the final ad.
You also need to know enough about the process to manage it and supply the same background sales copy information for any other printed marketing deliverable. Whether it’s a direct mail package, in an online advertising program, a sales brochure, a catalog sheet, or any other delivered or used in any marketing program.
You probably won’t be creating your company’s website. Still, you need to know what makes a business website successful and serving your marketing program and how to manage the web development process of your company’s internet projects.
The same holds for other marketing projects, such as video production or special marketing requirements for startups, new product launches, and turnaround situations.
Your knowledge of the tradecraft of marketing improves the quality of your company’s marketing projects and execution and is an important part of your professional development as a marketing manager.
Wrap-Up on the Best Internet marketing tools
In this 3-part series, I covered the major types of Internet marketing tools available to marketing managers. I evaluated their strengths and weaknesses and start you on the road to determining the right internet marketing tools to use, in the right combinations, to turn individuals and the prospects, and the turn prospects into buyers of your company’s products.
Even though as a modern marketing manager, you may never develop the online marketing advertising program, your full SEO strategy, and implementation, or even develop your company’s website. You are most likely will outsource that to a digital marketing agency like Matrix Marketing Group.
However, you mustn’t only understand the process of what it takes to implement these strategies in internet marketing tools and participate in the process to be sure that your marketing objectives are being met.
What are internet marketing tools?
The modern marketer must become a technologist. Every action and interaction can be measured and connected to outcomes with internet marketing tools. Internet marketing tools can eliminate wasted resources, improve productivity, and increase performance
What are some of the top internet marketing tools?
SharpSring CRM and marketing automation
Adobe cc Suite
ZOOM or Google Meets
Google Search Console
What are marketing automation tools?
How to find tools on google chrome in 3 simple steps?
Learn how how to find tools on google chrome in 3 simple steps?
1. You have opened the Chrome menu bar. The next phase is to open the tools menu with these steps:
2. Find the “More Tools” option on the Chrome menu bar that you have just opened. Then select that option to open a sub-menu. In this Chrome tools menu, you can select the “Extensions” option and go to the Chrome extensions installed on your browser.
3. It’s simple to directly go to your extensions by entering “chrome://extensions/” in the address field of your Chrome browser.