Marketing Tool-Kit Part 1


“Man is a tool using animal. Without tools he is nothing, with tools he is all.” Thomas Carlyle

Starting your marketing journey is not going to be easy. Many startups and small companies don’t survive beyond year two. You will need all the help possible and this list of tools might help you make the right decisions.

In a three part article we will cover web analytics, video marketing, survey and feedback, lead generation, conversion, social media management, PR channels, influencers, info-graphics and SEO, which will have it’s own extended post.

Web Analytics and Tracking

This is an absolute must, especially if you run a B2C business. Every business has a website but what will you do with it afterwards matters. Web analytics will help you to understand your audience, how many visitors you have, where they are coming from and who are they. It will tell you how did they find you and how long did they stay on your website. Web analytics and tracking will also help you to understand your digital marketing campaigns. I will talk about web analytics and tracking in more details in another post.

Google Analytics – free. Google Analytics is probably the most popular tool. It is very easy to set up and most CMS systems (i.e. WordPress, Shopify) would have a plug-in for easy integration (no need for programming expertise). Through GA you can manage advertising campaigns, track performance, find audience behaviour, goal conversion tracking, research keywords, and see traffic sources.

PIWIK – this is another free tool that have a lot of plugins for easy integration. You can see a demo here. It is very easy to use with a very clear data display. There is a Pro option for an enterprise cloud based service and the prices start from €25 per month.

SimilarWeb – competitor website traffic analysis helps you to find out how you compare to others within your sector. It also provides website and mobile app ranking.

Crazy Egg – this is a heat map software. Heat map will show you where people click on your site. This lets you see what is hot and what is not, so you can make changes to your website to increase conversions.

Qubit – This is an open tag platform. Not technically an analytics tool but a very useful tool that allows you to add all your tracking codes without actually making any changes to the coding of your website. Think of it a backdoor to your website. This simple code needs to be implemented on each page of your website only once. When it’s done, you can, at any time in the future, add all other tracking codes, including Google Analytics, affiliate tracking, ad networks and pretty much everything else.

Video marketing

YouTube has become one of the most powerful broadcasting medium in the world, with 1 billion users, 4 billion video views per day and an average session of 40 minutes. Yet only 8% of small businesses in US* use it. Comparing to TV, YouTube is also more cost effective and allows better targeting.

To advertise on YouTube and any other digital platform (Facebook, Vine etc) you will need a video first. Afterwards, you will be able to open your own channel and promote your videos or used them for advertising.

There are several option to go about. If you have a big budget, you can go to any large advertising agency and ask for an advert. This might cost you anything from £15,000 to £50,000.

If your budget would not allow such an expanse, you can get an animated 30-60 sec video for a fraction of that. The prices would start from around £1,000 for a 30 sec ad. Or free if you are prepared to do majority of work yourself. Here are few options:

Wideo – Wideo is an animated video creation platform that allows you to create, edit, and share professional videos online. It’s easy to use and has everything you need to create an incredible marketing, informational, or educational video. There are 6 different pricing plans and the prices start from as little as $9 up to $500.

WYZOWL – animated explainer video services

ReelEffect – animated video production company

Pencil2D – free open-source animation software

TinyTake – free for personal use capture and video recording software

Read More About Animated Videos

*DMR report YouTube Stats 2015

Survey and feedback

The best way to find out what your audience or potential audience think is to have ask them. Survey will give you answers you need. I covered a wider subject of Marketing Research here. Feedback from other customers is a very powerful tool too. People like what others like so an actual feedback, reviews and testimonials are very important part of your website.

Survey Monkey – free basic survey software allows up to 100 respondents. You will need a database of contacts to send it to.

Typeform – very sleek survey software. Drag and drop questions, multiple question options and easy reporting.

TrustPilot – reviews platform for customers to post their experience. As a web owner, you can integrate to your website so whenever someone posts a review of your product, the system automatically displays it on your website in a feed.

StartupResearch – if you are a startup and would like to test your ideas, you can do cheaply here. Prices start from £50 for 50 respondents.

If you need help to navigate between PIWIK and TrustPilot, give us a call to get your free assessment. We’re here to help you in your journey.