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Best Analytics Tools to Use for Digital Marketing

What are Analytic tools and how are they useful?

Analytics tools are software that helps businesses collect, process, and analyze data to understand their online performance and make informed decisions. These tools provide valuable insights into various aspects of a business’s digital marketing strategy, such as website traffic, number of visitors, the sources of traffic, and user behavior on the website.

Web analytics tools 

These can help businesses understand which marketing channels are driving the most traffic and make informed decisions on where to focus their efforts. These tools help businesses track and analyze data in real time, allowing them to make quick and informed decisions based on the latest data. This can help businesses stay ahead of the competition and make the most of their digital marketing efforts.

Social media analytics tools 

These are designed to help businesses track and analyze their social media performance. These tools provide insights into the reach, engagement, and impact of a business’s social media campaigns. Social media analytics tools can help businesses understand how their social media efforts are resonating with their audience and make informed decisions on how to improve their strategies.

Email analytics tools 

These are designed to help businesses track the performance of their email campaigns. These tools provide insights into email opens, clicks, and conversions, and offer a range of features to help businesses create and optimize their email campaigns. Email analytics tools can help businesses understand the effectiveness of their email campaigns and make informed decisions on how to improve them.

With so many analytics tools available in the market, it can be overwhelming to choose the best ones for your business. Here are some of the best analytics tools for digital marketing:

Google Analytics

Google Analytics is a web analytics tool that provides insights into a business’s website traffic and user behavior. It is a free tool that offers a wide range of features, including audience demographics, acquisition channels, and real-time data.

One of the key features of Google Analytics is its ability to track and analyze website traffic. Businesses can see how many visitors they are getting, where they are coming from, and how long they are staying on their website. This can help businesses understand which marketing channels are driving the most traffic and make informed decisions on where to focus their efforts.

Hootsuite

Hootsuite is a social media analytics tool that helps businesses track and analyze their social media performance. It provides insights into the reach, engagement, and impact of a business’s social media campaigns.

Hootsuite offers a range of features for businesses to track and analyze their social media performance, including the ability to schedule and publish posts, track engagement, and measure the impact of campaigns.

Mailchimp

Mailchimp is an email analytics tool that helps businesses track the performance of their email campaigns. It provides insights into email opens, clicks, and conversions, and offers a range of features to help businesses create and optimize their email campaigns.

Mailchimp offers a range of features for businesses to create and send email campaigns, including templates, A/B testing, and automation. It also provides insights into the performance of these campaigns, including the number of emails opens, clicks, and conversions.

SEMrush

SEMrush is a comprehensive analytics tool that helps businesses track and analyze their search engine performance. It provides insights into keyword rankings, backlinks, and paid search campaigns.

SEMrush offers a range of features for businesses to track and improve their search engine performance, including keyword research, technical SEO analysis, and backlink analysis. It also provides insights into paid search campaigns, including ads, spends, and performance data.

HubSpot

HubSpot is a powerful analytics tool that offers a range of features for businesses, including website traffic analysis, lead generation, and customer relationship management.

HubSpot provides insights into website traffic, including sources, behavior, and conversions. It also offers a range of features for lead generation, such as forms and pop-ups, and customer relationship management, including email and live chat.

Sprout Social

Sprout Social is another popular social media analytics tool that helps businesses track and analyze their social media performance. It provides insights into social media metrics, such as reach, engagement, and sentiment, and offers a range of features for social media management, including scheduling and publishing.

Constant Contact

Constant Contact is another popular email analytics tool that helps businesses track and analyze their email campaigns. It offers a range of features for email marketing, including templates, automation, and A/B testing, and provides insights into email performance, such as opens, clicks, and conversions

Conclusion

Analytics tools are an essential part of any digital marketing strategy. They help businesses track and analyze their online performance and make informed decisions. The tools mentioned above are some of the best analytics tools available in the market and can help businesses of all sizes and industries.

We hope this article helped you learn something new and added value to your time. Want to stay up to date with the latest in digital marketing? Catch us on social media on our handles below and we’re there to help you.

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Trends in search advertising

With the discontinuation of ETAs or expanded text ads on 30th June 2022, RSAs or responsive search ads are the only present option. This being just the starter, there is a series of small changes brought about in the whole Google ads ecosystem. Here’s how you can tackle the situation for the best outcomes.

First, let’s understand how RSAs work and what is the basic infrastructure of the ad. Responsive search ads were introduced in the market back in 2018 and were selected as the default format in early 2021. Ever since then, responsive ads have been the way to go for all the digital marketers out there. 

RSA’s work highly relies on machine learning and Artificial intelligence to process huge amounts of data and sieve out the most relevant results to serve the user. This enables advertisers to access a huge amount of user data processing with a tap and lets you create multiple variations or versions of the same content.

Highlights

RSAs optimize your provided keywords and assemble them in an order that is predicted to give the best results, fulfilling the user intent. You can input up to 15 unique headlines and 4 lines of description. Now the AI will analyze all different headlines and break them to create thousands of potential headlines or combinations of headlines or search results.

The advertiser can also opt for NOT jumbling or optimizing their headlines to meet specific user intent or to ensure the specific call-to-action commands. This can also be used if the advertiser is trying to make a specific part of their content visible. This flexibility between the old and new ways makes the transition from ETA to RSA easier and gives the advertiser yet another reason to shift to the new ecosystem for the better. Either way, they ain’t got a choice.

Another huge benefit of RSA is Google’s elite algorithm that can do all the testing for the most effective ad format instantly without the need to post multiple ads and run them in the testing phase to determine the best version of their ad post.

Drawbacks

This, however, does have a few drawbacks too. Recently, advertisers have been reporting the lack of reporting and insights that Google provides about what’s working. Collectively, Google does show which group of ads is performing and what kind of conversions it’s bringing in, what it doesn’t tell is the set of keywords and combinations are the real deal sealers. Although studies have shown that RSAs have increased the conversation rates by even 200% more than their ETA counterpart. 

If the insight problem is solved soon and if the advertisers start getting a more distinct picture of what’s working and what’s not, then the user base for RSAs will feel much more appreciated and will aid the understanding of the advertiser over their ad campaign. 

RSAs are just making things easier for advertisers as each RSA can generate thousands of different combinations of possible outcomes eradicating the need to create multiple ads within the same ad group. The new interface asks you for distinct assets with straightforward keywords integrated into them and all of this can later be evaluated through something called the strength report. 

Range of manual control

Pinning certain assets reduces the number of combinations Google can formulate. Though this gives more manual control over the ad performance, advertisers can try eradicating the same pins in a similar post to see if the automation provides any inflated benefits. Results show highly increased conversions and the conversations with RSAs cost roughly half as many ETAs in many cases.

The only requirement for RSAs to work efficiently is high amounts of data, Google itself recommends the use of broad match keywords. The more data provided to the machine, the better the AI works at processing it and understanding the pattern the data conveys.

Conclusion 

Advertisers really do not need more manual control if the AI is ready to do the same work much faster and without the additional hard work. What we need to do is to embrace the new era of AI-integrated search advertising. Machine learning-powered optimizations are the new future of all of the digital marketing, and you start integrating it with your daily work ethic for a seamless transition.

If you have any questions, make sure to drop them down in the comments and subscribe to our newsletter to never miss similar valuable content coming your way!

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Digital Marketing Agency #101

Digital marketing agencies are companies employed by other businesses to manage their digital marketing activities:

from designing social media strategy to informing and executing the SEO optimization of web pages and content.

Depending on the size and scope of the needs of the client, the digital marketing agency–typically a team of digital marketing experts–will work on both short-term campaigns and long-term maintenance of a business’s digital marketing output to achieve specific and measurable company goals such as boosting traffic, sales, or engagement.

What is a Digital Marketing Agency?

A digital marketing agency performs the functions of a digital marketing team or supports an existing in-house digital marketing team on behalf of a company or client. These capabilities will vary depending on the specific needs of the business you are responsible for, but typically you will use omnichannel, multichannel, or single-channel marketing across websites, blogs, social media, and platforms, to reach your customers and prospects through email and more digital marketing channels.

A digital marketing agency may be employed to execute a strategy already created by a business, or they might be brought on to help advise on strategy, or plan it from scratch. The goal of these innovative strategies is to market products and services online to enhance interaction and ultimately increase sales and revenue. A digital marketing agency might manage social media accounts, optimize website pages, create and publish content for blogs or other publications, or implement an SEO strategy to ensure a brand appears high on search engine result pages for relevant search terms.

A digital marketing agency will typically employ experts from specific areas of digital marketing in order to offer various specializations and expertise. Those areas might include:

  • Search engine optimization (SEO)
  • Email marketing
  • Content marketing
  • Content and copywriting
  • Social media marketing
  • Search engine marketing (SEM)
  • Data analysis
  • Pay-per-click (PPC) advertising
  • Mobile Marketing
  • Affiliate marketing
  • Brand management
  • Video creation
  • Digital PR
  • Marketing automation
  • Graphic design
  • Conversion rate optimization (CRO)
  • Community management

3. Why Use a Digital Marketing Agency

Choosing to hire a digital marketing agency over building an in-house team (or doing everything yourself) has many benefits.

Staying on top of these changing trends and predicting future trends are tasks that a digital marketing agency`s team of experts will be routinely performing for all their clients. For smaller companies, startups, or sole traders, a digital marketing agency can provide either an extension to a small in-house marketing team, or provide a complete marketing package, supporting a company with its collective knowledge of all areas of digital marketing, such as SEO, SEM, PPC ads, and social media marketing. 

When a company outsources its marketing needs to a digital agency, a company with limited marketing resources can rest assured that its marketing demands are in expert hands. You benefit from the best digital marketing tools However, while these tools offer great value to marketing teams and professionals, there are two potential problems for businesses.

And new digital marketing tools are popping up all the time. Agencies should always have budgets for access to the latest and most impactful digital marketing tools and train their teams of marketers on how to use them for maximum benefit to their brands and businesses. Customers pay a flat agency fee, so no additional investment in digital tools is required. Hiring a digital marketing agency can give you a new perspective on your ideas from people learning about your business for the first time.

When you work for an agency, you are not limited to the marketing knowledge of one or two individuals, but rather the combined experience of many professionals. Since the clientele that agencies typically work with is broad, from large corporations to start-ups to freelancers, their team will likely have experience working for companies like yours and will be able to provide helpful guidance and advice specific to your problem.

4. What services do digital marketing agencies offer?

We have already outlined some of the main services that digital marketing agencies can offer their clients. Now let’s take a closer look at the specific actions digital marketing agencies can take to increase traffic, engagement, sales, and revenue from their clients.

Search Engine Optimization (SEO)

SEO is the process of improving a website’s content to make it easier for users to find it on search engines such as Google and Bing. The more relevant a search engine algorithm deems a website to be in relation to a certain theme or word, the higher up that page gets ranked on a search engine’s results pages (also known as SERPs). When this happens, users searching that search term (or ‘keyword’) see that website first, and are therefore more likely to visit it.

Within a digital marketing agency, marketing specialists will use the following tactics to improve a client’s SEO, and therefore boost website traffic with interested users:

  • Keyword research
  • On-page optimization
  • Information Architecture
  • Answering common industry search queries with high-quality, relevant content
  • Link building
  • Competitor research and analysis
  • Page navigation
  • Focus on the user experience

Pay-per-click advertising (PPC)

PPC is a form of search engine marketing (SEM) which brings users to a company website through paid search advertising campaigns, with the long-term goal of making the website as visible and easy to find as possible. PPC works by charging the person who has placed an advertisement (in this case, a digital marketing agency or the client) every time a user clicks on one of their ads.

PPC advertising can be a cost-effective digital marketing technique as the advertiser is only charged when a user actually lands on their website but is not charged for simply running the ad. PPC is also targeted, allowing advertisers to choose demographics such as location, language and device type.

Social Media Marketing

Social Media Marketing is the process of planning, creating and publishing eye-catching, engaging, high quality and relevant content on a company’s social media platforms. These social media channels typically include Facebook, Twitter, and Instagram, but also sites such as LinkedIn, YouTube, Pinterest, Reddit, and TikTok, depending on where your company’s audience spends most of their time.

The purpose of posting content on social media is to grow your audience, followers, or community. Build brand awareness and authority, convert and retain customers, and increase business revenue. In reality, it is an opportunity to promote products and services, educate users about what a company does and means on a daily basis, and interact directly with its target audience.

Marketing automation

Marketing automation is what happens when tools and services are used which can automate different marketing activities to streamline activities and goals, enhance efficiency and productivity, and enable the tracking and analysis of large amounts of data. A digital marketing agency can set up marketing automation tools on behalf of a company or client for a range of activities related to:

  • Social media planning, scheduling, and posting
  • Analytics and ROI tracking
  • Conversation monitoring
  • Campaign segmentation
  • Content curation and management
  • Email marketing (email outreach, customer journey emails, and newsletters)
  • Lead generation, analysis, and management
  • Testing
  • Website visitor tracking

Email marketing

Email marketing is the creation of sequences of emails to promote a product, offer, or service to a company’s client base or users. Creating sequences which align with the customer journey–from the “Welcome” email sequence through to “Sales” emails–the goal of email marketing is to address the user’s needs, solve their problems, and answer their questions at every stage of the journey in order to convert a lead or nurture a sale.

Conclusion

By leveraging various digital channels, such as social media, search engine optimization, and email marketing, a digital marketing agency can help businesses connect with potential customers and build brand awareness. Additionally, working with a digital marketing agency allows businesses to focus on their core competencies while leaving the complexities of digital marketing to the experts. 

With the ever-increasing importance of digital marketing in today’s business landscape, partnering with a digital marketing agency can be a crucial step toward achieving long-term success. With that, we’ll see you in the next one, follow us on our social media handles below.