Today was the second, and last, day of the Technology for Marketing Show. This seems to be just the right time to look at the marketing technology products that we know and trust. Some are free and some you have to pay for, but all provide real value and will help you with your marketing, if you fit their target audience.
Let’s start with the free marketing technology
If you don’t have Google Analytics on your website, you are really missing a trick. Google Analytics is a great tool for telling you how well your website is performing.
Adding it to your website is child’s play, especially if you have a WordPress site. Once you’ve set up your Analytics account, you either add the code (they provide) to the Theme settings or use a plugin. Either way, you will be live in less than ten minutes.
Google Analytics will tell you:
- How much traffic you get to the site.
- Where it has come from (natural search, social media, paid search etc.).
- The average time people spend on the site, and the average number of pages they visit.
- Which pages aren’t working well, via the Bounce Rate and Exit Rate statistics.
- The devices people use to visit, and for e-commerce sites, what devices they use when making purchases.
- Demographic information about your audience, such as sex and age.
- The flow of people through your website.
- And much more…
All of this can then be compared to other time periods. Is your website performing better than last month, or last year – or yesterday?
If you are going to use one marketing technology tool, this is the one we recommend as an absolute must!
Another Google product, formerly known as Webmaster Tools, Search Console will help you to analyse your search engine optimisation performance.
- What search queries are you ranking for, and where are you ranking?
- The volume of searches there are for that query.
- Whether Google has a sitemap to work from – always a good thing.
- The number of links, both internally and externally, linking to your site.
- How mobile friendly your site is
- And more
Again much of this can be compared against other time periods to see how you are performing. Just be careful when considering the average search position. This is an aggregation of data, so a high volume of searches with a low SERP figure will drag your average ranking figure down significantly.
Strictly a plugin and most often seen in WordPress sites (they do others), Yoast is a highly effective tool to help you to improve your search engine rankings.
Yoast is frequently updated, so you can be confident they are keeping up with changes that the search engines are making to their algorithms.
Once you tell Yoast what you want your page to rank for, it provides a traffic light grading to show how well they believe that page will rank. It doesn’t promise to get your onto Page One for that phrase, but it will point you in the right direction.
As SEO is split into two key variables, so is Yoast. It looks at how easy your page is to read and then at the technical SEO. The internal and external links, image alt tags and sentence length, as well as use of title tags, such as H1s and 2s.
Definitely not to be used before you have done your keyword research. Definitely one to use once you have. There is a premium version, but we recommend you start with the free version. You can then upgrade at the point you are comfortable with what you are doing. Join their mailing list and they will provide a steady stream of useful tutorials and articles to help you make the most of the tool.
Let’s now switch to the paid for products…
More of a sales tool than a marketing tool, but CANDDi can be highly effective when used properly. In our opinion, it is far more suited to companies selling higher value products or services, usually in the B2B market, rather than for B2C companies.
Where Google Analytics will tell you how many people have been on your site, CANDDi tells you what individuals are doing, what company they work for and WHO is visiting your site.
Before you get too excited, it cannot tell you who for every visitor. If the visitor searches from a fixed IP location, their IP lookup tools will tell you what company the visitor is from. If you already have, or the person gives it to you, it will tell you who is visiting. CANDDi will also notify you when that person comes back too!
Imagine a lead comes in because somebody filled in the contact request form on your website. CANDDi will tell you:
- what pages they visited, so you know what they are interested in.
- when they visited, and how many times.
- whether they downloaded anything you have been actively promoting.
- Where they are in the world, helping you qualify the lead.
- Some, if not all, of their social media details
You have a chat and they want to think about things.
When they come back, you are notified so you can follow up the lead (not straight away, that’s a little creepy). Timing is key to making the sale so knowing when they are thinking about you is a real help.
With contracts starting at £149 per month, on a 30 day term, the pricing and terms are far better than their competitors.
If you want to take your SEO performance seriously, SEMrush will really help to improve the performance of your website.
By showing you how your site is working technically, SEMrush helps you to get the basics right. After that, it is about showing you how you are ranking, in comparison to your competitors, for the keywords you provide.
It is stuffed full of ways to help you improve your website’s performance:
- Listing your backlinks, including a toxicity score (toxic links are bad)
- Brand monitoring, so you can see when your brand is being talked about.
- On-page SEO checker, showing you exactly what is wrong and where.
- Organic research, showing you what your competitors are ranking for
- Keyword Magic Tool, helping you find the keywords to really up the performance of your SEO and PPC campaigns
- And much more…
SEMrush is an agency tool, designed to help agencies manage their clients’ marketing and
SEO performance and the pricing reflects that. The lowest price is $99 per month but if you are using a marketing agency to help you with your marketing (and they are using it), they can provide you with savings on that price. They make great socks too!
Recently rebranded as a customer relationship management tool, Mailchimp is still best known as an email marketing platform. If you want to communicate with your audience cost effectively, email makes absolute sense. We all get huge numbers of emails every day but we still open the ones we want to. If you are sending personalised and relevant information to your audience, you will get open and click through rates you want.
Mailchimp does provide a free version, but there are limitations, perhaps most notably allowing only one user. But the chargeable versions start at just $9.99 and its worth it to get the additional users (2 more) and all the functionality.
Mailchimp always had segments and groups to help you manage your audience, but the addition of tags makes it far easier to send only content that is relevant and they will want to read. Most people (69%) believe that sharing data is a key part of today’s society and 57% of consumers happy to receive personalised marketing. If you are following GDPR guidelines and using your customer data sensibly, your email marketing is highly likely to be effective.
We recommend Mailchimp simply because it is the most intuitive platform we have tried and at a price point very few SMEs cannot afford.
Consistency is key
Marketing technology is only useful if you learn how to use it, and then use it regularly and consistently. That means either working your way through the training tutorials that all of these platforms provide. Or working with a marketing agency that regularly uses them and can help you make the most of the benefits marketing technology can bring to your business. If you would like to talk about how we use them with other clients, call us on 020 8634 5911 or click here.
 DMA figures, Sept 2019