Tools, tools, and more tools. Everywhere you look there’s a blog claiming to have the list of “TOOLS YOU NEED!” I just Googled this to make sure it was true (because Google knows all, of course) and the sixth article down claims to have the list of 99, yes 99 (that is not a typo), online marketing tools you won’t be able to live without. I don’t know about you, but I don’t have time to learn 99 tools, much less how to use them better than the competition.
In an effort to not turn this into a listicle of “THE BEST TOOLS EVER,” here are a few tools I’ve been using and how.
Google Tag Manager
It’s one of the most helpful platforms out there. Once the container is placed in the website code properly, Google Tag Manager allows you to manage all your tags from one platform.
It also makes it possible to create tags and conversion triggers without bothering the dev team. And we all know staying on the good side of those oddballs (no offense dev people) is in your best interest.
Google Tag Assistant
Tag Assistant pairs very well with Tag Manager to make sure website tags are placed and firing properly. It’s color coded to grab your attention when something is not working, and very easy to use overall.
I like using the Tag Assistant for new or potential clients. Even without having access to the previous Analytics or Adwords account, and after doing a little digging into the pages, you can see where their conversion points were and whether or not they’re working.
Adwords Paid Search Planning Worksheet
This worksheet is pure gold. I don’t know who made the original and no, I didn’t make it myself, but whoever did should win a Nobel Prize. I will take credit, however, for updating it to work with the expanded text ads.
After you’ve figured out your keywords and landing pages, this worksheet can be used to plan out what the ads are going to look like. This really helps clients visualize how the ads will show up on Google.
Alright, time to get social. Quintly is a platform that pulls in data from social platforms and organizes it into charts and tables. Just a little forewarning: It does not pull in ALL the data. I figured that one out the hard way.
If you have access to the social account, the most accurate numbers are going to be in their analytics / insights tabs (Twitter / Facebook). For looking up accounts you do not have access to (cough, cough the competition cough), it’s close enough and will give valuable insight into their strategies.
I’ll start this one off by saying that I do not use Falcon very often, maybe once or twice a month, but the rest of the marketing team here uses this tool on a daily basis. It’s great for scheduling content and staying organized. I can vouch for the staying organized part.
There are labels you can apply to each post that helps in measuring the success of experiments used on social. Segmenting out the labels and platforms that need to be measured is where this tool is going to shine. The exported tables may need a bit of formatting to please the creative team, but rest assured it gets the job done.
So there you have it. The bare bones, non-listicle listicle of tools that will help planning, analyzing, and drawing insights for a Digital Marketing Analyst.
Oh, and I almost forgot the most important one…YOUR BRAIN. You may be surprised how underutilized this one seems to be on the interweb. Stop and take a minute to think about why and how you’re using those tools to see if you even need them.