As part of an ongoing series to help our readers find solutions to real-world business problems, we round up the best resources, tools, and literature about a particular topic once a month. This month, we’re zeroing in on three web tools that can help you market your business more productively and efficiently.
Marketing Strategy is Vital
First and foremost, this point must be made clear: In order to run a successful business, you absolutely must have a marketing strategy. There are simply too many businesses, likely selling similar products and services to the ones you offer, for you not to have a way to keep your consumers engaged.
A recent article written by CMO Jenna Gross at Moving Targets, a marketing company that’s been in business for over 25 years, lays out the 6 jobs that marketing does for a business: provides information, creates a more balanced playing field for all businesses, provides life-giving sustenance (new and return customers), sales, engagement, and growth. Simply put, without marketing, your company will not be able to survive in a world where marketing has become so easy to do. Every day, your potential customers and clients are seeing marketing efforts from dozens, if not hundreds, of other companies.
Take a look at this screen grab from my personal mailbox. In the last 9 days, I’ve received nearly 400 promotional emails, most of which I’ve opened, read, and browsed the sites from which they came. Marketing works. You just have to have the tools to make it easy.
Email Marketing: MailChimp
MailChimp is email marketing automation software that sends over a billion emails every single day for companies just like yours. As your emails are sent out, it automatically collects data on click-through rates, which helps you figure out what email marketing strategies are working for your clients. It’s an invaluable tool for anyone thinking about starting an email marketing campaign.
Social Media Marketing: Buffer
Buffer takes the stress out of managing your social media accounts. It gathers all accounts into one place, where you can curate and schedule posts months ahead of time. You can set it and forget it, leaving you more time and resources to spend on crafting excellent marketing content.
Market Research: BuzzSumo
Perhaps the most invaluable tool on the list, BuzzSumo shows you content relevant to your business that is popular on the web. While this may not seem very important at face value, when you use the popular content as pieces of exemplary marketing, you can craft your strategy around these pieces that have proven successful. If you can create marketing content that looks like theirs and add in your company’s own voice, you’re well on your way to seeing your marketing efforts engage and inspire present and future customers.