5 Digital Marketing Tools You Must try in 2017

I love this industry because there are always new tools to check! New tools open up new opportunities, offer new insights and inspire new tactics.

Here are 5 tools I intend to give a thorough look in 2017.

What are yours?

1. Netpeak Spider

Netpeak Spider

One of the most indepth and flexible web crawlers out there, Netpeak Spider provides smooth experience and lots of features. It automatically checks 50+ parameters and detects more than 60 SEO errors (including http status errors, canonical issues, Robots.txt issues, meta tag issues and more).

Netpeak Spider

It has 5 crawling modes (site-wide, directory, URL list, XML Sitemap and even from Google SERP). Each of them allows to perform certain SEO tasks, for example, by crawling an XML sitemap, you can detect 21 XML sitemap issues in 17 parameters and send the corrected sitemap files to the search engines.

It even has the ability to calculate your site internal PageRank giving your ideas if important pages of your site are not getting enough power internally.

2. Buffer for video

There’s nothing new about Buffer. It’s been around for quite some time now! So why am I including it in this list? Because Buffer never stops and their most recently added feature is a proof!

Buffer for video is the first product to allow native video scheduling to all the big social media networks. So: upload once, share everywhere.

Not in the video game yet? This stats should change your mind:

  • 82% of Twitter users watch video content on Twitter
  • The number of videos in Facebook feeds has grown by 360%
  • In the U.S., people are posting 94% more videos to Facebook
  • 50% of Americans who use Facebook daily watch at least 1 video every day

3. Slack

I am sure many of you are aware of Slack but few people know that it’s not merely about chatting and collaborating. With the ability to add bots, Slack has become one of the most diverse multi-purpose platforms.

The two cool bots to add:

  • Notify: Brings your brand mentions to your Slack feed. It serves as more of an ambient notification feed for these alerts and may inspire more team conversation than individual emails.
  • Statsbot: Brings Google Analytics stats to your Slack feed. Ask the bot about your stats and see the graphs and numbers right in the message thread.

Statsbot

4. Drip

It is no secret that I am not a big fan of Mail Chimp. I find their system overly bulky, difficult to use, and their policies are so unclear you can violate them by accident. I have tried a number of alternatives, but none of them were the simple, effective drip email platform I wanted. Until I found Drip.

It is a cool system that lets you create an easy sales funnel, in a visual way. While I don’t do direct sales, I have found the same principle applies to content promotion. My email campaigns have become much more effective thanks to this little gem.

Drip

Drip workflows seem amazingly easy and fun to set up. Here are options for automation systems and this one seems like a great one to add to the list.

5. Ptengine

ptengine

Ptengine is a great heatmap application, you can find out at exactly what point customers are choosing to leave your site. Isolating that point is crucial, so you can make the necessary changes to push them to the final step.

Unlike many other heatmap tools, this one provides much more insight than just a visualization. See referral information, track social media campaigns and engagement (page views, visit duration and conversions).

If you are planning a redesign in 2017, this is must-have tool to try! M-Connect Media also has a great guide listing more tools and tips.

And which tools are you planning to try in 2017?

Anybody Out There? 5 Ways to Build the Right Online Audience

Personalizing online content often means creating stories that make people feel connected to a business or product. However, while it may be easy to make up stories that help people feel connected, creating an audience might be a bit more difficult.

Creating online content is like standing on a stage at a talent show. The different audience members like different kinds of acts. Some prefer music while others want to watch magic. The internet is similar to this since you are trying to draw in a multitude of diverse interests.

Finding ways to grab people’s attention can seem difficult and frustrating. However, with the right approach, any business can create a new audience, the key is to create a musical magic act.

Make your website mobile friendly

Most people read website on their phones or tablets while they’re on the move. Making a website mobile friendly is one of the easiest ways to create an audience for your product or service. In addition, Google made mobile-friendliness a ranking signal in April 2015.

  • Find a conversion platform
  • Use mobile plugins
  • Use a web design that is responsive to mobile

Use the right hashtags

Customers looking for products are going to be searching under hashtags. Think about the diversity of your customer base. FM Digital Group suggests marketing to multiple demographics can expand customer base by thinking of different categories of hashtags that can help.

For examples, just because you are a nail salon doesn’t mean that your manicures are just manicures. When tagging the designs on Instagram, go beyond the traditional nail art tags and decide how to market the actual designs. Think about the cross postings that hashtags can give across multiple social media sites.

Choose the right social media channel

Different social media networks offer different audiences and opportunities.

  • Facebook has the broadest range
  • Twitter works best for moving information quickly
  • Pinterest’s users are primarily women and works best for DIY projects, fashion, exercise, beauty, photography, and food
  • Instagram which is entirely pictures and video works best for food, art, travel, fashion and other products that are visually appealing
  • Tumblr is mostly young people with half its visitor base under 25, but if your product is a niche product, this where the audience lives

Find your influencer

Influencers vary by business, but each can become your brand ambassador. In your industry, think about the voices. Building a relationship with one of them might be the best way to build an audience.  This strategy takes time. To make it work, you need to build a genuine relationship based on mutual respect and understanding. If it’s not real, neither the influencer nor the audience will stick around.

Read what others are talking about

Be involved in the conversations that others are having about your industry. Follow up on your competitors to be just as involved as they are. Competitors are just other people with the same audience as you. This means that the customers you want to engage may be engaged with them. By analyzing where your competitors find their audience, you can find your own.

Building an online audience sounds daunting. However, in the same way that the musician at the talent show is able to get the music fans to applaud a good show, so can you become capable of establishing a name for yourself.

Image source: Pixabay

Why You Should Have Less Marketing In Your Content Marketing

Ultimately, the key to modern content marketing is starting from a place of informing your audience. How many times would you want to hear about the perks of your product? If you’re boring yourself as you’re writing your blog post, your audience is already gone.

Schedule a personal profile, a day-in-the-office piece, or some innovative method of using your product that your customers haven’t considered yet.

With marketing right there in the name, it seems obvious that your content marketing is going to include some, well, marketing. And of course, occasionally you’re going to mention the product you offer or the services you want people to buy. But if every single piece of content you offer ends with a marketing pitch or for the purpose of building links, you’re not going to see the sales you want. Let’s talk about why.

Diversity of Content is Key

If there ever was a time when customers made the choice to buy based on a single piece of marketing, that time has passed. With more choices than ever before, customers exhaust many avenues of research before settling on a single product or company. The more kinds of content you offer, the better chance you have of engaging with them.

How-to videos, FAQs, customer testimonials, and articles about industry developments relevant to your product are all key content pieces that move the needle from “undecided” towards “sold.”

Millennials Know When They’re Being Sold To

In many classic marketing schemes, companies almost pretended that they weren’t selling anything. Ads featured brand X and brand Y, only revealing at the last moment that they were recommending something completely different. Modern television ads are full of commercials that never tout the actual benefits of the car or phone they’re advertising, just show a movie star driving around a closed course or showing simulated screen images.

Having grown up with this sort of marketing at their fingertips, Millennials have incredibly canny at understanding when someone is selling to them, and understanding what is, and what is not, being said.

Content marketing works, but marketing to Millennials requires a different sort of communication than marketing to their elders. They expect to get information on your blog, not a sales pitch.

Inside scoops on how the product came to market, a day in the life of your sales team, and the way your company is looking to change the world are all going to make much more of an impact than another story about why they should buy your product.

Millennials Have An Incredible Amount of Buying Power

Some companies may believe that reaching the age-group between 17 and 34 years old is optional, but any company that wants to be profitable cannot afford to leave these people behind. Millennials are expected to spend $200 billion a year, beginning next year, and $10 trillion over their lifetimes.

This is more than any previous consumer generation. Companies that focus only on older marketing methods and older generations will, by definition, find their customer base decreasing year over year.

Customers Of All Ages Respond More To Other Types of Content

Every marketing expert agrees that reaching Millennials means having active and fruitful social media channels, but too many companies start a Facebook page and maybe an Instagram account and think their work is done.

In fact, understanding what makes a person likely to share a piece on social media can help a company develop content.

There are five primary reasons we share content:

  • To bring value and entertainment to our friends
  • To define ourselves to our friends
  • To grow and nourish our relationships
  • To feel more involved in the world
  • To support a cause

Knowing this, businesses should design content that fits at least one of these categories. For example, a smartphone company could write an article about five great places their phones are being used (entertainment and defining ourselves as people who might do these things) or how their phones are being used by disabled people to aid communication (to support a cause and feel more involved).

But Balance Is Key

Of course, at some point, you’re going to write some straight-up marketing pieces. Usually, these are great when there’s something new happening. A new product, a new service, a new edition, a big sale, or a once-in-a-product opportunity.

Many companies aspire to have a 70/30 split, where around 70 percent of content is “evergreen,” reflecting articles that customers might refer to time and time again, and 30 percent is “news,” reflecting on industry, product, and personnel news. Maintaining an editorial calendar can help a company make sure that they’re getting the balance about right.