In recent years, there has been a shift toward digital marketing, as more and more consumers spend time online and engage with brands through digital channels.
According to a recent survey by the Interactive Advertising Bureau (IAB), digital advertising spending in the United States alone reached $129.34 billion in the first half of 2020, accounting for more than half (54%) of total advertising spending for the period. This trend is expected to continue, with predictions that digital advertising will increasingly dominate the marketing landscape in the coming years.
This presents an opportunity for small businesses to compete on a grander scale. Here are some essential digital marketing tools for entrepreneurs.
Content Management Systems (CMS)
Content management systems (CMS) are one of the most critical digital marketing tools for businesses of all shapes and sizes. It's these platforms that allow businesses to create and manage a website.
There are several CMS platforms and providers to choose from when creating a website. Choosing the right one depends on the industry and the complexity or customization required.
For example, a simple eCommerce site can be run through Squarespace or Shopify. A business with unique needs and offerings might benefit from the customization possibilities available through WordPress.
Email Marketing Software
Another must-have in the lineup of digital marketing tools is email marketing software , sometimes referred to as eCRM. This communication portal not only allows marketers to drive traffic and conversions but also presents an opportunity to build a rapport with new leads in the early funnel stages.
Some eCRM platforms, like Klaviyo and Constant Contact, can also capture relevant customer data as they browse your website or online store. This data helps entrepreneurs create targeted segments and campaigns to add personalization and increase revenue.
Social Media Management Tools
Social media is the bread and butter for many modern entrepreneurs. However, creating and executing an effective social media plan requires time and effort. For small business owners, this process is a huge undertaking.
Social media management tools can introduce automation and organization into social media workflows. Tools like Buffer and Later can perform tasks like:
- Scheduling and posting
- Social listening for brand mentions
- Centralizing comments and messages for response
- Presenting data and analytics
- Monitoring paid ad campaigns
- Creating team access
- Repurposing old content
- Tracking trends
These tools are a must-have for entrepreneurs looking to build brand awareness and leverage the infinite potential of social media marketing.
Search Engine Optimization (SEO) is the intentional creation and management of online content to appeal to search engines. The goal is to create relevant content that favors the algorithm to appear on the first results page when a relevant keyword is searched.
SEO analysis software like Ahrefs and Semrush track rankings, offer technical website improvement suggestions and facilitate keyword research. Investing in one of these tools can help entrepreneurs create content that attracts traffic to their website and establishes their brand as reputable and respected.
These tools can help businesses effectively reach and engage with their target audiences, generate leads, and measure and analyze their marketing efforts. It's important to understand that while digital marketing is effective, each unique business will have its own ideal marketing mix.
