A digital marketing strategy is nothing if you don’t have the fundamental digital tools to implement it. And this is what I want to talk to you about today.
There are many on the market and very good. Some with a Freemium version, others with affordable plans and others with a high cost. We also find them classified for the different areas of our profession, from Community Management to digital analytics.
In this post you have a review of some of those that I consider necessary, but I always say that the best thing you can do is try them and stay with the one that you feel most comfortable or with the one that helps you the most in the objective you are looking for.
I am not going to tell you about many so as not to fill your head with too many options, but I do consider the ones that I consider fundamental and that I think you will be interested in knowing.
Let’s go see them.
Digital tools for content curation
I started as a Community Manager so this is the first group I want to deal with. The main work of this professional is managing social networks in general, and publishing quality content in particular.
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A lot of time is invested in this. You have to select the content that fits with the editorial calendar of that date, your own and others, and the latter is the one that requires more care.
- You cannot fall in promoting your competition.
- You have to filter well to avoid falling into the infoxication .
These are the digital tools that I recommend:
I cannot live without Feedly . It is the second thing I do every day in the morning (the first thing is to respond to comments from my social profiles and review clients).
For me it is the best content curation tool out there. It is free in most of its utilities (if you are a company take a look at its paid version to create teams). It is an RSS reader that reaches the publications of your blogs or websites that you want to keep up to date with information.
As you can see in the image below, in the left column you can classify them into folders so that it is easier for you to find them.
- Control the followers of your blog that you have here.
- Stay up to date with the news of your sector.
- Create folders with the theme of your clients and that you can make a good diffusion of the digital content marked in the Social Media Plan .
- See what the competition publishes.
- Cure quality content , of course.
How many times has it happened to you while browsing the Internet, finding content that catches your attention but is not the time to stop and read it ? To me every day.
You have two options: don’t close the window in the browser until you have 70-80 open at the same time or use Pocket . (I do both ). Let’s be sensible and avoid accidents. If your browser closes and you cannot recover that history, it gives you a support (this has also happened to me ).
Pocket has a Chrome extension that lets you one click away from saving that page you like, tagging it, and reading it later. It’s free. Seize it!
Digital Tools to program content on Social Networks
I continue with the tools that help my beloved and undervalued Communities Manager. If you already take time to curate content, now you have the following for which they will value your work : the scheduling of publications in RRSS.
There are 3 fundamental reasons why you need to use these tools:
- Because it is likely that they want to review what you have planned before publishing, either your boss or your client.
- Because you can not spend your life on the networks, looking at the clock and waiting for the time to click on the “publish” button.
- Because you have to save time and dedicate yourself to managing people , those in your community. This is more important.
I give you 4 tools that I use and that help me to comply with these 3 premises. (I leave Metricool, which would be the 5th, for the analytics section).
My favorite digital tool for programming. It is useful, practical, intuitive, comfortable, visually pleasing and free up to 10 programs for each social network (3 free). But I especially like Buffer because it allows you to remove links and make the post cleaner.
You can’t delete them on Twitter, right, but you can on your fanpage and, best of all, on LinkedIn.
Do you see any visible url in this image? No, but that content is linked. That’s what I mean.
Hootsuite is a classic. I started in Digital Marketing with this tool, until I discovered Buffer.
It is not so intuitive and it may cost you at first, but it has in its favor that it is one of the official tools to program on Instagram . It is widely used by professional marketers and by those responsible for business communities. I think you should know it, even if it is purely a culture of digital tools.
Do you know why I like it, more than to program? To monitor on Twitter . That is the use that I give it currently.
◆ Facebook Creator Studio
Speaking of program on Instagram, Mr. Zuckerberg offers us his own digital programming tool for Facebook and Instagram . It lacks some utilities, but it is probable that it incorporates them little by little.
- It is native to Facebook and you do not need to use any other external one.
- It is easy to use.
- You can program on IGTV .
- The segmentation of your target audience on Facebook is here and not in other publishing tools.
If your strategy is in these social networks it is interesting that you try it. You have it accessible from your fanpage.
Of these 4 tools, BlogsterApp is the least known, but it is the most different and very very useful if you have a blog. I liked it before I created my blog. Now, she is my inseparable companion because she is the only digital tool (that I know of) that really helps you in the automated dissemination of your blog posts .
And, beware, because automated does not mean dehumanized, since the copys are created by you, with the hashtags you want. As if you did it directly on the social network, go.
Its algorithm reviews the blog, from the oldest posts to the newest ones, and publishes them according to the schedule of hours and sites that you decide.
Ask them for help with customization because these canaries have very good customer service . You have a 15-day trial and a very affordable plan that does not reach € 10.- per month.
A perhaps less well-known tool, dlvr.it has very powerful functionalities, such as the ability to import content from an RSS feed, or insert multiple feeds to share content from other blogs.
It also includes something that not all of these tools include, the possibility of automatically sharing the new videos that we publish on our YouTube channel.
Try its free version, you will not be disappointed:
· Digital Email Marketing Tools
We continue with the dissemination of your content and take another step in the marketing strategy. Although we thought that e-mails were a thing of the past, the reality is that their use is still necessary in business , in business-to- business and business-to-consumer (B2B and B2C) communication.
I will not discover, as a guest of this house, what is Email Marketing , but I can tell you that it is increasingly used for the conversion of business objectives.
Of course I could not skip this digital tool in a post published on this blog and that talks about it.
Mailrelay has a great advantage: its price. You can send up to 75,000 emails per month for free.
But we are going to be a bit critical too since they leave me : the skill is not very nice and sometimes that generates reluctance in users. By the way, this has been greatly improved with its new version .
Anyway, for me the reflection is obvious: do you want a price or a design?
For the record: I use Mailrelay.
◆ Other Email Marketing tools
Mailrelay has competition, of course, but let me not talk about her at home. It would be very ugly for my pate and I want to continue writing on this blog! Lol
Digital Tools for SEO in Contents
The tools to search for keywords (or users’ search intentions) are one more technical step for your Content Marketing strategy . The ones we usually find in this area have a Freemium version of a few queries a day or, directly, a paid version.
The most relevant, from my point of view, are:
Excellent application based on links that indicates, in an easy way, the positioning and domain authority of your website and its pages, from different points of view.
Intuitive and with an acceptable learning curve for any user with some idea in SEO.
More than an application, SEMrush is a set of them that includes programming, SEO and content analysis . It is very complete and probably one of the most specialized in the sector (that is why its learning curve is high).
You have 14 days free trial upon invitation.
◆ Answer The Public
What are the questions your target audience is asking about a specific topic? This is a great way to lay the foundation for your blog post titles.
Do your first searches for free!
Digital analytical tools
A digital marketing strategy is nothing if you don’t analyze regularly (at least once a month). For this we have the version of the tools that I have mentioned in this post and other specific ones that I want to highlight.
I start with an application created in Spanish. They are from Madrid and, in addition to having created a super useful tool, they are a team charm.
I was saying above that Metricool is a very good option for you to program on social networks. Its differential point is in the color calendar that marks the best times to post on each of the social networks. His autolistas are also a very remarkable aspect that I recommend you try.
However, since there are other competitors there, these guys undoubtedly help you create the reports that collect the analytics of the actions that you have carried out in a period of time.
And they do it in a very useful way for you: in a pdf or ppt that you can personalize with your logo. In other words, you create this document in a single click and ready to send it to whoever it is. Fantastic!
In addition, you can see the evolution of social profiles, which gives you the result of the main KPIs of the networks . At a glance you know how you are doing.
Native Insights of Social Networks
Social networks have an analytics section that offers excellent data for you to assess the progress of your strategy. With them you can delve a lot and get the KPI that you are really looking for in your project, since they allow you (almost all) to download it in a csv or Excel.
Each one has its peculiarity, for example, Instagram gives you results from the last 7 days, LinkedIn has an API that complicates access to external tools, but they, along with Facebook (the most complete), Twitter and Pinterest are outstanding in this.
What do I recommend to you?
- If you start in the analytics sector , get to know them to know where the data comes from, how they show it. Then, when you master them, you can go to external tools that save you time and make your job easier. You can always go back to the Insights to find some relevant value you need.
- If you already have experience in digital analytics , you can go to the reports provided by external companies and retrieve the native Insights you need.
- My maxim for clients is to create the personalized report for each one. Create the format or template that best suits each project and list it with the information that tools and Insights give you.
◆ Google Analytics
Everything is different with Google Analytics . Analyzing what happens on your website is the key to developing the rest of your digital marketing strategy.
It is a 100% free digital tool and one of those that, imperatively, you need to know how to use, even if only at the user level. Make sure that you have it linked to your website and do not stop extracting the metrics it offers you, at least once a month.