It’s been a tough 18 months for retailers. First came the pandemic, then came the government guidelines, then came the new normal. In an attempt to stay relevant to their customers, many brands have turned to online marketing as a form of marketing both traditional and new. And it really is been a case of ‘pandemic or bust’ for online marketing. As the world transitioned from lockdown to online marketing, many brands scrambled to keep up. And, as we all know, the best marketing strategy is’scalability’, or the ability to implement and adjust your strategy as needs be. As a digital marketer myself, I found a couple of fantastic tools that made adapting to this new digital world a breeze.
To start, let’s discuss HubSpot. Launched in 2012, HubSpot is the gold-standard in customer relationship management (CRM) software, and has developed a devoted following among marketers. What makes HubSpot so special is that it was built with marketers in mind. It was founded by a couple of ex-Googlers who wanted to create the most user-friendly CRM ever. They succeeded, and now hundreds of thousands of businesses around the world rely on HubSpot to manage their customer relationships.
One of the distinguishing features of HubSpot is that it is integrated with email marketing. What is more, it is deeply connected to the most popular marketing platforms, such as Google Ads and Facebook Ads. This makes it incredibly easy for businesses to integrate marketing into their daily workflow, and for customers to receive emails with deals and offers from brands they trust.
Besides HubSpot, another tool that I recommend is Marketing Charts. This is a fantastic platform for marketers to keep track of their digital marketing activity. What sets Marketing Charts apart from other platforms is that it was specifically designed for marketers who want to keep track of all of their activity over time. This includes everything from email marketing to SEO, content strategy, and social media.
The best thing about Marketing Charts is that it provides you with a clear idea of what works and what doesn’t. If you’re looking to grow your business, it can help you determine which strategies are delivering the greatest results, and how you can continually improve your performance.
Google Analytics 360
Now, let’s move on to the elephant in the room: Google Analytics 360. This is the fully integrated analytics platform from Google, which combines Google Analytics, Google Ads, and YouTube Analytics. What sets it apart from other platforms is that it provides you with a clear view of how your marketing efforts are performing across all platforms.
This makes it incredibly easy for businesses to track the results of their campaigns, and determine the effectiveness of their online marketing strategy. Additionally, with the vast majority of the tools available on the platform, businesses can easily find the analytics tool suited to their needs.
Put it all together
Now that you have an idea of the various tools available to you, it’s time to put it all together and see how it all works in practice. Here is an example of a basic marketing plan created in HubSpot:
As you can see, this is a fairly simple plan. However, what is important about this plan is that it was created using the tools available in HubSpot, and it is continually updated as the plan is being executed. Additionally, with automated emails and web forms set up in HubSpot, the process of collecting leads and converting them into paying customers is made easy.
To start, you can see that we have imported a lead from Google Ads. Next, we have connected this lead to a website in HubSpot, and set up automated emails to be sent to the contact once they make a purchase or sign up for a free trial.
Then, we have set up a form in HubSpot that will allow customers to request a free trial or purchase a product. Finally, we have set up automated emails to follow up with this lead, and hopefully convert them into paying customers.
These marketing tools allow for an easy transition into the new world of digital marketing, and they make it much easier for businesses to determine the effectiveness of their efforts. Additionally, as the world continues to evolve and new platforms emerge, these tools can help businesses continue to grow.