10/20/2021
What Tools are Canadian Marketing Specialists using today?
The more choices we have, the harder it is to choose! This rule seems to apply to everything, from what to wear to picking a flavour of ice cream. It is especially true when deciding what tools to incorporate into your marketing plan and day-to-day operations.
As marketing professionals, we can all agree that there are a LOT of options available in today’s market. With so many tools to choose from, picking the right one for your business is a bit overwhelming. Not every tool is a fit for every team, sometimes you need to find the one that works best for your specific features.
We asked Canadian Marketing Professionals what tools they use to help them run their businesses. Check out their insights below:
Greg Tucker, Lead Generation Guru at Leadbright
A marketing campaign can be built around multiple channels like email, social platforms, and pages in our own website in order to maximize its effectiveness and reach. Because of this, we rely on more than one tool to execute our marketing campaigns. Our current strategy is to focus on inbound marketing through organic, email, and social traffic. One favourite is Marketmuse. Marketmuse is used to research the topic 20 ranking articles for the keyword we are writing for and pulls in questions and topics that we should be talking about in order to write a thorough and well structured article that answers the search query. Another recommendation would be, Campaign URL Builder. This is a free tool from Google that adds a bit of extra code at the end of a URL, and enables us to track the performance during the campaign. Each unique URL created will indicate the source (Such as social media) as well as the medium (Such as Twitter) to help us figure out which area of the campaign performed the best .
Michael Alexis, CEO of TeamBuilding
One of the tools I rely on most is trends.google.com. This site is a free tool by Google that gives you insights into relative search data going back years. I believe the foundation of a successful marketing campaign is making sure that what you offer is what consumers or potential clients actually want. Google Trends can show you very clearly whether people are looking for your product or service, and also how they might phrase it or any nuances. For example, you might think that “kitten food” would be a successful campaign, but it turns out that nearly everyone searches for “cat food” instead. For our business, this data-based approach has led to a few major wins. For example, in 2020 when Covid hit, we spotted an opportunity to offer and sell virtual team-building events in the market. Later in the year, we anticipated and then saw a large increase in searches for virtual holiday parties. Both of these insights became the foundation of our marketing campaigns, leading to efforts in SEO, ads, email marketing and more.
