The Best Marketing Tools to Suit Every Need and Budget

Marketing

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19 min read

As a marketer, you’re always looking for the best marketing tools to make your job easier and more efficient.

After all, it’s one hell of a busy job and you’re usually spinning a lot of plates.

From content creation, to social media, to campaign management, there’s a lot riding on your shoulders.

So, having any tool that can make your job easier is a huge plus. But it’s not just the time-saving element of marketing tools that are a big attraction.

Marketing tools can actually improve processes and lead to higher-quality pieces of work. Whether that’s creating a social post, writing a blog, or designing a banner image, there’s a whole host of tools for you to get your hands on.

However, finding these tools can be a headache as you have A LOT to sift through.

That’s why we’ve done the hard work for you and put together a list of marketing tools to suit every need and budget.

Depending on the size and scale of your company, you might choose one of the free tools instead, and that’s fine – just as long as it has all of the functionality you require.

It’s about working out which tools can add real value to your business as not every tool will be relevant for every company.

So, sit back, have a read, and take your pick of the best marketing tools for your business.

P.S. We’ve divided the tools into different categories depending on which area of your marketing they will help with the most. We hope this makes it easier for you to cherry pick the tools which are most suitable.

Email Marketing Tools

Email is one of the oldest tried-and-tested methods used in marketing.

But don’t mistake the word ‘old’ for being ‘outdated’. Oh no, email marketing is still going strong, so much so that I’ve dedicated a whole other blog post to it. Make sure you check it out for the full low down.

In terms of reaching out and nurturing new leads, email remains one of the strongest communication methods at a marketers disposal.

From being able to personalise messages, to including gifs and video snippets, to sending you messages at the most optimum time, there is so much you can do with email marketing to make sure your email is at the top of your custumers inbox.

But how do you find the time to do it all?

By using email marketing tools of course!

Let’s take a look.
active campaign logo on blue background
Credit to ActiveCampaign

ActiveCampaign

ActiveCampaign allows you to build bespoke email campaigns which can be sent to your entire database at the click of a button.

There are also a range of email templates available which can help businesses create professional email campaigns in a short period of time.

Aside from this, you can also set up virtually any email automation including triggered campaigns, sales follow-ups, automated segmentation, dynamic email content and so much more.

It also has an inbuilt CRM system which seamlessly links up to all your email marketing data, allowing sales teams to quickly follow up with warm leads using features such as lead scoring. This means your team isn’t wasting their time chasing leads who have no real interest in purchasing a product or service.

And if all of this wasn’t enough, the platform can also create landing pages, send SMS messages, set up chatbot automations, and even manage how Facebook ads are displayed to contacts.

ActiveCampaign is also very intuitive to use meaning any business can access the right features and functionality with minimal hassle.

ActiveCampaign is a paid marketing tool which starts at $15 a month.
hubspot logo on orange background
Credit to HubSpot

Hubspot

Although we’ve put Hubspot in the email marketing category it can actually help with so much more including blog writing, customer relationship management, and social media posting.

But for now, let’s stick to how it can help you create winning email campaigns.

The platform allows users to send high-quality, personalised emails using a simple drag-and-drop builder.

Designing emails is just part of your busy job, so you don’t want to spend hours fiddling about with different banners and buttons.

Built on a powerful CRM, you can treat every customer as a unique individual instead of sending the same, blanket email to everyone in your inbox. You can also segment customers by lifecycle stage using existing CRM data, which allows you to be more strategic in your efforts.

HubSpot also has a fantastic reporting feature so that you can monitor the performance of different campaigns to help inform future decision-making.

You’ll be pleased to know that you can get started with HubSpot email marketing for free.

However, there is the option to add extra features into your campaigns which comes at a cost.
Mailchimp logo on yellow background
Credit to Mailchimp

Mailchimp

If you work in marketing, you would have definitely heard of Mailchimp!

This platform allows you to build engaging email campaigns quickly and easily.

You can either choose from a range of beautiful templates or there’s even a Creative Assistant who can create designs based on your brand. The choice is yours, but the main takeaway is that it’s easing some of the pressure from your day-to-day role.

If you’re struggling to think of the right subject line that will entice your audience from the get-go, then you can take advantage of their Subject Line Helper. There’s also the option to use Mailchimp’s Content Optimiser to get personalised suggestions that can help make your email copy, imagery, and layout stand out.

Essentially, it’s like having an email marketing executive in-house without having to hire!

Making sure your audience receives the right emails based on their customer journey is also key to nurturing leads so that they become customers. This is where the Customer Journey Builder comes into play as you can make sure the right content is reaching the right contact at the right time.

By sending emails based on your customers behaviours and actions it increases the likelihood of them clicking on your content and completing the desired action (i.e. subscribing to a new service or purchasing a product).

Mailchimp offers a free email marketing package or you can upgrade to their ‘Essentials’ package for £9.10 per month.

Social Media Marketing Tools

Social media is an integral part of your marketing strategy as these channels allow you to reach a wide audience in a more relaxed format.

Furthermore, social media can give your brand more of a personality and it’s a key way to share your brand messages, company updates, and brand values. Whether you’re using social media to promote your latest content or you’re using it to raise brand awareness, it is a valuable tool that should not be underestimated.

However, the sheer amount of social platforms that are now available has made the job of a marketer even more difficult.

Trying to keep track of posts for LinkedIn, Twitter, Facebook, and Instagram (which is not an exhaustive list) is a time consuming task, and that’s without considering the reporting and metrics side of each campaign.

The solution?

Use a social media marketing tool to help you plan, draft, schedule, and analyse social posts quickly and easily.
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Credit to Hootsuite

Hootsuite

Do you find it difficult to stay on top of your social media posting? Do you get lost in a sea of social media channels and you can’t remember what post is going on what platform and when?

With Hootsuite, you can manage all of your social media posting from one central service.

You can write the posts directly in the platform and schedule them to be posted across individual channels. You can also edit the post depending on which channel it is intended for which allows you to optimize your output.

Essentially, the hard work is done for you, as you can get back to your other responsibilities with the knowledge that your social posts are taken care of.

Through the easy-to-use dashboard, you can also keep track of any interactions such as comments, shares, or direct messages. This means nothing goes unnoticed as you can monitor all posts with a quick glance.

At the end of a campaign, you can also pull lots of useful statistics from Hootsuite which allows you to see which posts have been most successful. You can then present this information to your senior management, instead of having to drill down into each platform individually.

Hootsuite starts at £39 for a month for a basic package, or you can upgrade for more functionality.
buffer logo on black background
Credit to Buffer

Buffer

Buffer is a popular social media management platform that helps businesses get the most out of their social media channels.

From being able to draft and publish posts, to analysing performance, this is your all-in-one solution. You can also easily respond to comments and interactions from your social posts through the simple dashboard.

And even better, Buffer will highlight the most important comments so you know which interactions need your attention first.

This means you never miss a comment, and you can prioritise and nurture your most qualified leads. In the world of social media, speed is key, so being able to keep track of these interactions as and when they happen, is a huge plus.

What’s more, you’ll get in-depth insights into how your posts are performing including metrics such as the number of impressions, shares, likes, and comments.

You can sign up to Buffer for free if you’re just starting out with social media, or you can invest in one of their paid packages which start at $5 a month.
green loomly logo
Credit to Loomly

Loomly

Loomly allows you to manage all of your social media content — (both organic posts and paid ads) from one intuitive platform.

Not only this, but you get notified every time someone in your team updates or comments on a piece of content, whether that’s via email, push, Slack, and Microsoft Teams notifications.

Arguably the best thing about the platform is that it curates fresh, new ideas for you based on trending topics, RSS feeds, date related events and social media best practices.

This means most of the hard thinking is already done!

As a result, you’ll always have a flow of fresh new ideas which you can promote via your social channels. We’ve all struggled for social media ideas at some point in the day, so having this feature is a huge benefit for any marketer.

You don’t need to be tech-savvy to use Loomly either as there are lots of helpful guides and resources which take you through each step of the process.

The platform itself is also very easy to use and you can navigate the sections you need with minimal effort.

In terms of pricing, Loomly starts at $26 a month for the base package, or you can get a free 15-day trial to see if it suits your requirements first!
buzzumo logo on blue background
Credit to Buzzumo

Buzzsumo

Knowing how your campaigns are performing is a huge part of a successful social media marketing strategy.

If you know what’s working and what posts your audience are interested in, you can start doing more of it. Similarly, if you know some posts are falling flat time and time again, then you can stop doing these posts as they’re adding any value.

This is where Buzzumo comes in very useful as it tells you how your content is performing and who is spreading the word.

This means you can find the content that’s most shared on social media channels by either entering your own or someone else’s domain and see what’s been shared on their network.

You can also spy on your competitors to see what they’re getting up to.

This allows you to spot any gaps that you might not have missed so that you can engage an even bigger slice of your audience.

One of the biggest attractions of Buzzsumo is that it offers businesses a free package which is ideal if you’re just starting to grow your social presence.

Search Engine Optimisation Tools

Many people fall into the trap of thinking anyone can create content. If you’ve got a blog, then yes, essentially anyone can create content.

But high-quality, optimised, strategic content that gets positioned at the top of the search engine results pages?
That takes a bit more work!

For starters you need to know what topics your audience are interested in and what search terms they’re looking for on Google. Understanding this informs the type of content you create so that you can write content your audience actually wants.

Only because you have a ‘good idea’ for your business doesn’t mean it will necessarily work.

So, how do you go about creating high-quality, optimised content that your audience is searching for?

Whilst SEO might sound daunting, you’ll be pleased to know there are lots of search engine optimisation tools out there that can help…
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Credit to Ahrefs

Ahrefs

If you’re a marketer and if you’ve not used Ahrefs yet, then where have you been!

Ahrefs is an easy-to-use, keyword research tool which allows you to generate new content ideas and identify opportunities for your content to rank.

You can easily plug in any URL and check a number of important metrics such as the organic keywords, backlink profile, position on Google, and keyword movements over the last 12 months.

All of these numbers are highly valuable as it allows you to identify growth opportunities so that you can maximise your content even further. For example, if you work in cybersecurity and you’re ranking for the term ‘network penetration testing’ then this is a topic that you should be doubling down on.

Similarly, if you’re a cybersecurity company and you’ve been producing blogs on vulnerability scanning and none of them are ranking (or ranking particularly well) then this shows there’s no demand for it from your audience.

In short, Ahrefs allows you to identify different opportunities for growth when it comes to your content so that you can make sure it is as targeted and strategic as possible. You can also snoop on your competitors and check which keywords they rank for that you don’t so you can plug any existing gaps.
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Credit to Semrush

Semrush

Semrush combines keyword research, on-page SEO, local SEO, rank tracking, link building, and competitor analysis into one simple platform.

By understanding which keywords your audience are searching for, you can boost your organic traffic and conquer the search results!

It’s all about finding the best keywords to supercharge your digital marketing efforts by discovering the value of any keyword based on search volume, intent, keyword difficulty, number of results, CPC, competition level, SERP Features, variations, and more.

There’s so many metrics you can control to make sure the keywords you choose yield the best results for your business.

Semrush also helps you to think of new keywords – perhaps ones that you had never considered before. By using their Keyword Magic tool, you can generate thousands of keyword combinations from a single keyword which gives you hundreds of content ideas to explore.

The platform is also very easy to use as everything is displayed in one, clear place. This means you can pull all of the information you need without being a tech expert!

Semrush starts at $119.95 which is best suited for new businesses and small teams. If you wish to have more features and functionality then you need to upgrade to their next package.
linkody logo on green background
Credit to Linkody

Linkody

Building backlinks is a core part of your SEO efforts as you want high quality, reputable websites to link out to you.

This shows Google that your website is trusted and worthy, as these other websites are linking off to your content. Essentially, they are giving your website the green flag and telling Google that they can vouch for the content you have published.

However, building a strong backlink profile can be very time consuming.

Introducing: Linkody.

This tool is all about building backlinks and it allows you to find out who’s linking to your website, and what keywords they’re using to do so.

An even better feature is that you can even “disavow” links you don’t like from websites you don’t want to be associated with.

For instance, if someone is linking to your website and you believe it to be spam or malicious. In this case you would disavow the link as you don’t want search engines thinking your website is also spam, as they will penalise you for this.

As well as being able to see your backlinks, Linkody also allows you to produce detailed backlink reports which you can share with clients and senior management.

So, if you need some help with link building, look no further than Linkody.

The tool starts at $13.90 and has enough functionality for those businesses who are just starting out with their link building strategy.

Data Enrichment Tools

So, you’ve created a beautiful website, crafted high-quality content, and now you’re generating a high volume of inbound leads.

All good news, right?

Or is it?

Perhaps you’re receiving too many low-quality leads that your sales team are wasting time on. Or perhaps you don’t have enough time to follow up with these leads properly, so they’re slowly dropping off and becoming disengaged.

Whatever the reason, having leads in one thing, but nurturing them and having the right process in place is another.

This is where data enrichment tools come in to play as they allow you to verify and enhance data on a particular lead. In turn this means your sales team can build better profiles on potential customers with high-quality, accurate data.
clearbit logo blue background
Credit to Clearbit

Clearbit

Clearbit is a sales intelligence platform that creates an up-to-date profile of your leads to improve your outreach efforts.

Using over 100 different sources, including web pages, social pages, and SSL certificates, it gathers a range of important details which you can use when prospecting. Information such as company name, job title, and company size, are all very valuable when you’re trying to build up a picture your customers need.

There are lots of advantages to using Clearbit, most notably the time-saving aspect.

Instead of having to sift through the internet looking for the correct details and perhaps coming across outdated information, the platform updates itself every 30 days to ensure all data is accurate.

This allows your team to continue prospecting with confidence, and means their outreach efforts are much more purposeful.

Clearbit Enrichment has the power to turn a personal email address into a complete profile, which includes social media accounts, location, title, photo, and company details. As such, your team can personalise all of their marketing and sales interactions to ensure they are being targeted and strategic.

Clearbit offers bespoke pricing based on your individual needs. Their business plan is based on volume and the packages and add-ons customers choose. As such, anyone interested in the platform should contact Clearbit for a custom quote.
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Credit to Demandbase

Demandbase

Demandbase provides B2B intelligence to keep your CRM data accurate and clean.

The platform integrates directly with Salesforce and Microsoft Dynamics CRM Online to enrich new leads, and provide more detailed information.

Furthermore, it also enriches new leads in Oracle’s Eloqua and Marketo marketing automation application from any source, in real-time, with more than 40 fields of accurate information.

This is highly useful for your sales and marketing teams as they can access valuable information quickly and easily. In turn, this allows them to score and route leads in real-time to increase lead velocity.

The platform is also beneficial when it comes to events and tradeshows as your team can follow up with the list of leads they have gathered to provide a more tailored experience.

This tool is also fairly simple to navigate meaning your workforce can access valuable data without being a tech expert. Demandbase also provides other solutions besides data enhancement such as market segmentation and planning, sales accelerating.

Demandbase does not provide a ‘one size fits all’ when it comes to pricing, so anyone who is interested will need to contact their team for a custom quote.
ringlead logo on blue background
Credit to Ring lead

Ring lead

Ring Lead seamlessly integrates with third-party data sources across your internal systems, to provide complete, detailed information about your leads.

Your team can also integrate this data enrichment tool with your existing CRM system such as SalesForce, Pardot, Marketo, Eloqua, Gravity Forms, and start enhancing your audience data.

This allows your sales and marketing departments to enhance customer relationships and build strong contacts.

Features with Ring Lead include:

  • Intelligent forms that automatically adds data, routes, and scores your leads while they are filling out a form on your website
  • Fill rate reports
  • Activity/trigger-based enrichment
  • Batch enrich

In terms of pricing, the platform has a free option for those first experimenting with data enrichment, and a paid option for those seeking more functionality.

The Best Marketing Tools to Suit Every Need and Budget

So, there you have your list of the best marketing tools to suit every need and budget!

Perhaps you’re already using some of these in your marketing efforts, whilst others might be brand new.

Whatever the case, I hope you’ve found something useful that can help your marketing activities become more efficient and effective.

Whether you’re a start up business working with a smaller budget, or a huge organisation that has the money to spend, you’ll find something on this list to help.

Helping business is what we do here at Canny whether that’s through branding, websites, or content marketing.

We work with clients across the globe from the US to Australia and we’d love to find out more about your business! Get in touch with our friendly team and let’s get things rolling.