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The good news first: In digital marketing, there is at least one tool for every problem that offers a solution. But your day only has 24 hours and every new digital marketing tool requires an investment of time and usually money. For this reason, we researched diligently, spoke to our experts from the Innovation School and asked our partner companies from the Talent Garden network about their most used digital marketing tools. The result? Our ranking of the 20 most important digital marketing tools from the areas of analytics & data, SEO & blog content, social media marketing, email automation, visual design, landing pages, project management and content curation. Enjoy!  

Well, better, the best digital marketing tools


20 | Buffer

Buffer is a classic social media management tool for managing different accounts in social networks. The core functionality of Buffer is the simple planning of postings on Twitter, Facebook, Instagram and LinkedIn. In addition, the tool offers a solid analytics area and has been the ideal tool for customer support teams since the introduction of the reply function. Expert tip: Buffer impresses with its simplicity and is therefore ideally suited for smaller companies as well as social media agencies.   

19 | OptinMonster

OptinMonster is the top rated lead generation plugin for WordPress. It allows the creation of extremely effective email registration forms on your website and works with the most popular email providers like Constant Contact, Aweber, MailChimp, etc. Expert tip: The new, practical geo-targeting function allows the entire EU to either target or exclude the GDPR for each campaign.   

18 | Feedly

Feedly is a news aggregator app for all major operating systems and is also available as a cloud-based service. It compiles news feeds from a variety of online sources that the user can customize and share.  Expert tip: With Feedly Curated Collections you can view the feeds of opinion leaders and industry giants and get inspiration for your own feed.  

17 | Mailchimp

The nice thing about MailChimp is the ease of use and the tier pricing based on the size of the existing email list. In general, MailChimp offers an excellent starting point for all activities in email marketing. Expert tip: Do not send "image-only mails"! The loading times skyrocket and hardly any browser manages to display the images without errors.  

16 | WordPress

WordPress is the most popular content management system in the world and the basis of 34% of all websites. Even if your company relies on a different CMS solution, it is simply good form to master the simple functionalities of WordPress. Expert tip: Always perform site updates in a test environment first. In addition, we cannot recommend the Gutenberg editor from the current perspective.   

15 | Optimizely

With this tool, the effects of website optimization and / or back-end changes can be calculated and thus simulated in real time.  Expert tip: With snippet integrations, Optimizely can also be implemented on your website without the support of a developer.  

14 | Asana

Asana is a software solution for improving team collaboration and work management. Teams can create projects, assign work to team members, schedule appointments, and share tasks right in Asana. It also includes reporting tools, file attachments, calendars, and more. Expert tip: use color codes for everything and everyone!  

13 | Google Data Studio

The Google Data Studio transforms the data from marketing accounts in informative, easy to read, easy to split and fully customizable dashboards and reports. Oh yes, it's completely free! Expert tip: The easiest way to get started is with an analytics report that has already been created.  

12 | Canva

With Canva, users can apply custom photo filters, edit text, create images from scratch, or use stock photos, designs or background images. In addition, various templates for the right image sizes are provided on social networks using simple drag-and-drop technology. Expert tip: Don't skimp on the visual features, because 80% of the users remember what they see, but only 20% of what they read.  

11 | CrazyEgg

CrazyEgg uses mouse tracking technology to provide a visual representation of the most visited parts of your website. It also shows where visitors are from, which elements they are actually reading and which areas are being ignored. Expert tip: In the first viewport of every landing page, the user should be guided through a CTA or a clearly hierarchical structure.  

10 | Hotjar

Hotjar analyzes the behavior of your website visitors on the basis of heat maps, scroll maps and click maps. The tool also offers access to feedback surveys and thus generates further insights about your website users. Expert tip: Start by setting up the heat maps.  

9 | KISSmetrics

KISSmetrics combines analysis data and automation processes in a user-friendly, intelligent marketing dashboard. This way, conversions can be optimized, the customer base increased and, above all, time saved. Expert tip: KISSmetrics has its own test environments, but events cannot be moved between the individual environments.  

8 | Ahrefs

Ahrefs is one of the leading platforms for link research and SEO. It offers various sub-tools, including the Site Explorer, the Content Explorer, the Rank Tracker and the Keywords Explorer. In each of these tools there is a seemingly endless list of great features that can be used to improve all kinds of SEO strategies.  Expert tip: With the 7-day trial version for $ 7, you can already generate a lot of valuable insights on your own company pages.  

7 | Moz

The Moz Link Explorer is often referred to as an "all-in-one link building tool". It enables the detailed analysis of link profiles and promotes useful data such as domain authorizations, the number of external domains, classified keywords and much more. to days.  Expert tips: Moz Pro is in direct competition with Ahrefs, offers slightly fewer features, but is also significantly cheaper and has the more recent link index.  

6 | SEMrush

Google Analytics results and reports can be a little confusing at times. SEMrush is a great way for marketers to analyze organic and paid search results from Google, rate their websites, and conduct competitor analysis. Expert tip: SEMrush offers countless assistance in the form of whitepapers, a comprehensive FAQ page, video tutorials and regular webinars .  

5 | Buzzsumo

Buzzsumo is another tool that can track mentions for a brand, competitors, and all major keywords. However, Buzzsumo is best known for its function of being able to list the most shared content for any keyword. The insights not only help to identify content trends, but also to estimate their duration and impact. Expert tip: If you click on the author of a source in the search results, Buzzsumo lists all articles by this author in a separate result window.  

4 | Google Analytics

Google Analytics is the classic among website analysis tools. It shows you where your users come from, which marketing channels are performing on your website in terms of leads, conversions, downloads and sales and is of course very easy to combine with the rest of Google tools. Expert tip: There are 13 "Regular Expressions" in Google Analytics and you should be able to master each of them.  

3 | Facebook Business Manager

On Facebook you can potentially reach half the world and learn a lot more about possible target groups and current content trends. It is simply a must for every digital marketer to deal with the possibilities and functionalities of the Facebook Business Manager and not miss any of the updates. Expert tip: Use Facebook Insights to match your fans with your personas and to discover new potential target groups.   

2 | Google Trends

If you want to know what is moving the digital world, you cannot avoid Google Trends. The free tool analyzes the most searched terms and topics in different places and in different languages. The functions include graphics display, comparison of search volumes, data broadcast, real-time search data and much more. Expert tip: The "Increasing search queries" function from Google Trends shows you the search terms with the strongest search volume growth and thus today what will be relevant tomorrow. Search terms that grow more than 5,000% are marked with the word “breakout” instead of a percentage.  

1 | Google Ads & Keyword Planner

Nowhere else can you have so much direct influence on your sales with so little budget as with Google Ad Words. That alone would be reason enough to include this ranking, but the Google Keyword Planner can also be used to identify search trends and predict seasonal peaks. Expert tip: If you haven't used it yet, start now.
Article updated on: 09 August 2023
Talent Garden
Written by
Talent Garden, Digital Skills Academy

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