Marketing Tools & Techniques
Trello
Trello is a planning, organisation and collaboration tool that allows a digital marketer to easily visualise and track the progress of a project (Trello, 2021). Projects are arranged into boards with tasks able to be assigned to and shared with different people or groups thereby keeping everyone ‘on the same page’ as shown in Figure 1.
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| Figure 1 |
The CoSchedule Marketing Suite offers similar functionality but has fewer features and does not offer a free version for users to try before they buy (GetApp, n.d.). At a starting price for paid services of US$12.50 p/month vs US$29 p/month for CoSchedule, Trello represents good value for money.
Zoho Customer Relationship Management (CRM)
Zoho CRM is an online software solution that helps businesses track and monitor information about, and interactions with, their prospects and customers to boost sales, provide more targeted communications, improve customer retention and more (Zoho.com, n.d.).
Compared to other CRM software like SalesForce (G2, n.d.) which has an entry level price of US$25 p/user p/month, Zoho is very affordable for most businesses with a free option for up to 3 users. HubSpot Sales Hub is another CRM offering a free option and while both offer software integrations, only Zoho has API capability to allow software customisation (Technology Advice, 2021).
Google Analytics
Google Analytics is a web service providing businesses with statistics and insights around search engine optimisation (SEO) and marketing activities (Chai, 2021). It allows users to track the performance of their website and understand visitor activity helping businesses measure the return on investment of their marketing campaigns. It is a free service for most websites. Figure 2 provides an example of the type of information included in a Google Analytics report (Dashthis.com, n.d.).
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| Figure 2 |
While Google Analytics focuses on internal website data to provide insights, services like SEMrush use external data to perform competitor analysis, run SEO audits, and help drive website traffic (Hogan, 2020). All of this comes at a cost of US$119.95 p/month making it less appealing than Google Analytics.
Sendinblue
Sendinblue provides email marketing tools, CRM, and allows users to create custom landing pages and signup forms all of which help businesses reach their customers wherever they are (Zote, 2020). Sendinblue also have a chat tool available in their free plan to allow businesses to engage with customers (Sendinblue, 2021).
Compared to MailChimp, Sendinblue is more affordable, offers more automations, offers advanced segmentation, and provides a significantly better solution for list management (Phillips, 2021).
Infographics
Infographics are a content delivery technique that allows a business to summarise key information and present it in a visually appealing way to their audience as shown in the example in Figure 3 (Author's own, 2021). The information often includes data, charts, images, and text that combine to communicate a story or a key message (Nediger, 2020).
Consideration needs to be given to the platform the infographic will be delivered on as not all formats display well on all platforms, while the tone and imagery of the infographic needs to be compatible with each other and be relevant to the target audience to be most effective (Punter, 2021).
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| Figure 3 |
References
Pundit. https://www.softwarepundit.com/seo/semrush-vs-google-analytics-comparison
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