What Digital Marketing Tools Are Right For Your Business?
There are a ton of digital marketing tools on the market and it can get overwhelming!
No matter which discipline of online marketing you operate in, there are a number of tools used collectively by SEOs, content marketers, social media marketers, conversion rate optimization specialists, account managers and so on. How do you know which tools are right for you? Some are great for large agencies, while others are better suited to freelancers and local business owners.
In this post, we’ve hand-picked some of the best software used by digital marketing professionals. We will continue to add to this list of tools as we find them, and of course would love to hear your suggestions in the comments section.
Tool Categories
Simply choose the type of tool you are interested in, and jump down to the relevant category.
Competitive Research
Content Marketing
Keyword Research
Social Media
Competitive Research
iSpionage
iSpionage is a great tool for finding out information about your competitors. You can use it to find your competitors’ most profitable keywords, learn how they group their keywords, ads and landing pages. This means you can create an even better advertising strategy! Price: $29-$99/mo.
ispionage.com

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Spyfu
With Spyfu, you can search competitor domains and find out where they are showing up on Google, discover every keyword they’re bidding on in AdWords, including historic ad variation over the past 11 years. The Kombat feature is a particular favorite, which allows you to compare up to 3 competitors and find out keywords that you might have missed. Price: Free – $49/month for basic plans (up to $832/month for Agencies).
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Crayon
Use Crayon.co to track a company’s complete digital footprint, both on and off their website. You can see everything from a company’s social media activity to their reviews and more. This allows you to keep a competitor portfolio and track all their intel in one spot. Price: Free-$100/mo. per competitor.
crayon

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Google Similar Pages
This Chrome extension lets you see other pages that are similar to the one you’re currently browsing. Google Similar Pages is great for visiting a competitor’s site and discovering other businesses you may not know you compete with. Price: Free.
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Tubularlabs
Tubularlabs.com has several tools in their suite. Tubular Intelligence allows you to benchmark your video marketing strategy against your competitors. With this information you can create a solid video content strategy that keeps up with – or beats — the competition. You can also use the tool to find influencers and up-and-coming video rock stars. Price: Request Demo.
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Adbeat
With Adbeat.com you can see your competitor’s advertising and marketing strategy, identify their best converting ad copy, landing pages and sales funnels. You can then take the successful ideas and create your own, more profitable ad campaign.
If you’re an agency, use Adbeat to uncover what your client’s competition is doing. It can also be used as a lead gen tool because you can see which companies are already spending money on digital marketing! Price: Request Demo.
Adbeat

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BuiltWith
Many people use BuiltWith to see what platforms websites are literally “built with” – which is great when you’re prospecting for new clients. What many people don’t know is that you can also use BuiltWith as a lead generation tool! You can build lists of websites from their database of 19,884+ web technologies and over a quarter of a billion websites. Filter by location, traffic, vertical and more. For instance, if you specialize in WordPress development, you can target companies that are using WordPress as their website CMS. Price: $295-$995/mo.
BuiltWith

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Alexa
Owned by Amazon, Alexa.com is a web ranking and competitive analysis tool that has undergone some pretty cool changes over the past few years. You can use their Competitor Keyword Matrix to find winning keywords and popular topics, find content gaps that you can fill, target easy-to-rank keywords and find influencers to help promote your content. Price: $99-$149/mo.
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Content Marketing Tools
BuzzSumo
Buzzsumo lets you analyze what content performs best for virtually any topic, trending content, find influencers/bloggers and more. You can filter by type of person, influencer, marketing campaign, giveaways and contests to build lists you can use in your marketing efforts. Tip: If you run contests on your website or social media it can be hard to think of prizes – what’s going to attract the most people to enter to win? You can filter your search results to show “Giveaways” and see what types of products/prizes companies are giving away in contests and see which giveaways are successful by looking at the number of shares. Price: $99-$699/mo.
BuzzSumo

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BigStock
Finding images for your content is a challenge. You don’t want to same old stock photos that everyone uses. Bigstockphoto.com has great images and videos that you can use in ebooks, lead magnets, presentations, blog posts and emails. Price: $79-$99/mo.
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Hotjar
Whilst Hotjar isn’t a traditional content tool, it is incredibly useful for enhancing and analyzing your existing content marketing efforts. As well as offering poll & survey options which you can embed on your site, Hotjar allows you to analyze the success of your existing content by setting up hea- mapping reports. These are great for seeing where users have clicked, moved & scrolled on any of your pages. Price: Free for basic, or $29-$589/month.

Heatmapping tools from Hotjar

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Designrr
Want to create a professionally designed ebook as a lead magnet? Designrr.io automatically takes a blog post and creates amazing looking ebooks that you can use to capture visitors attention and get leads. Price: $37/mo.
designrr

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Keyword Tools
SEMrush
SEMrush is one of our favorite keyword tools. Not only does it have amazing keyword research tools that they’re always improving and adding to, but the software also helps you analyze content (even alerting you if your content has a good chance of becoming a Google featured snippet!), give you content ideas, check your backlinks and so much more. Connect your Google Analytics and you can see all of your data in one spot. Price: $99.95-$399.95/mo.
SEMrush

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Keyword.io
Keyword.io is an easy-to-use FREE long-tail keyword tool that literally gives you hundreds of keyword ideas. For PPC campaigns, SEO, content marketing or niche evaluation, Keyword.io keyword finder will help you build a comprehensive list of highly relevant keyword suggestions. It helps you find actual phrases people use to find information, products and services on a variety of search tools — Google, YouTube, Amazon, Bing, Yandex, Alibaba, eBay and more! Price: Free.
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VideoCents
YouTube doesn’t allow you to see what tags/keywords your competitors’ videos are using. This can make it difficult to find the right tags you should use for optimizing your YouTube videos. VideoCents is currently the ONLY tool to find YouTube search volume, so you can see how often keywords are searched for on YouTube. This tool allows you to find all on-page YouTube SEO in one place: Titles, Tags and Descriptions and more! You can evaluate your competition’s SEO to see what’s working and what’s not so you can analyze the factors that affect top video rankings. Price: $95 (one-time charge)
VideoCents

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Social Media Tools
Post Planner
Having a creative mental roadblock? It can be tough to come up with new, creative content ideas. Post Planner makes it easier. By giving you “Status Ideas” like questions, fill in the blanks, contests, motivational sayings and more, you will always have awesome, engaging post ideas. It also connects to Canva so you can easily create posts using Canva’s vast gallery of images.
Post Planner Ideas

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Hootsuite
Hootsuite is one of the most widely used social media tools, allowing you to manage all your social media profiles in one easy platform. You can engage customers on over 35 channels including Facebook, Twitter, Instagram and Linkedin. The simple to use ‘stream’ functionality makes it easy to navigate and push the right messages to each audience. The chrome extension is also a crucial companion. Price: $21-$500/month.
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Quuu.co
With Quuu.co you can select from more than 300 categories and get suggestions appropriate for your audience. Next select how many suggestions you’d like send to you social profiles through Buffer or HubSpot and the Quuu team will handle everything else…Real people will manually hand-curate content posts for you! Price: $0-$30/mo.
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MeetEdgar
MeetEdgar is very similar to Hootsuite, with the added advantage that you can save your social media updates after you have posted them, thus allowing you to push out regular updates on the same content, without having to re-create them. It also has a great calendar feature meaning you can very clearly schedule your social media for the days & week ahead. As far as we can see, the only advantage that Hootsuite has over MeetEdgar, is the ability to auto-schedule posts (at time of writing). Price: $49/month.
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Capzool
If I could be in LOVE with a social media tool, Capzool would be it. It was truly a great find. With a low monthly fee, you get access to 5,000+ creators and more than 120,000 ready-made posts you can use on your social media – but more importantly, on your clients’ social media channels.
Capzool can create custom designed social media images for you

What post topics does Capzool have available for you? Almost anything you want! Do you have an accountant as a client? You can find great posts ready to go for your accounting client’s Facebook page. Attorney? Plumber? Dentist? You name it, Capzool probably has posts all ready to go on the topic.
Search for keyword to find pre-made social media posts

You can also use Capzool to create and post your own visually stunning posts (if you’re feeling ambitious.) Feeling lazy? You can request Capzool designers to create posts for you – at no additional cost! Yup. You heard me correctly. Capzool connects you with a community of marketing professionals who are ready to do the research and design a post just for you. Simply fill out the Request form, give the designer an idea about the type of post you want, the industry, whether you want it Twitter ready, etc. and their contributors will get to work on your request within minutes. Price: $29-$99/mo.
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Animoto
90% of users say that product videos are helpful in the [buying] decision process. Videos are taking over social media and are a fast way to engage visitors, but many people are still overwhelmed at the thought of creating videos for their business. Animoto is a tool that can help with many of the challenges of making videos.
This robust video software platform allows you to make professional-looking marketing videos or slideshow videos. Making your videos is as easy as uploading images, dragging, dropping, adding text and ready-to-use music. You can even add video within the video, voice overs, animations, transitions and much more. You can even create square videos that are more mobile friendly so you can engage with visitors who are on-the-go.
Create square videos with Animoto

Big fans of Animoto includes Mari Smith who created this video using Animoto. Fees can be paid monthly or annually. Price: $12-$68/mo.
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Soapbox from Wistia
While we’re talking about videos, here’s a fun new video tool to consider. Wistia recently came out with a new video creation tool called Soapbox. Soapbox is a Chrome plugin that allows you to create videos using your webcam AND your computer screen – you can switch back and forth! 

With Soapbox you can easily create videos using your webcam and computer screen
Tweet

If you’ve struggled with ways to create how-to videos or explainer videos, Soapbox is a free tool you should install and play around with. Price: Free.
Create videos with Soapbox

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InstaQuote
InstaQuote is an Android app that allows you to make amazing text images. Let’s face it. Everyone loves a great motivational or funny meme. There are 19 templates available for you to use and they have a variety of backgrounds as well. You can export your visual beauty to Instagram, Facebook or Twitter. Price: Free
Instaquote makes great images from your phone

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Snagit
Snagit from TechSmith is an oldie but a goodie. You can use Snagit to capture images on your computer screen and annotate the images with arrows, circles, text and other markups. You can even create short videos. The annotation tools the Snagit Editor offers are awesome! You can add call-outs, words, resize images and more.
Snagit creates screen shots and videos

Price: $49.95.
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Ripl
Available on Android and iOS, Ripl is just plain fun! You can create animated (or static) social media posts from your phone. Just download the app, add your branding, select a template, upload an image (or use one of theirs) and choose whether you want the image to be animated or not. (Believe me, animated is much more fun!) You can even add music. (Note: The Android version is newer and has more fun features…) 

Easily create animated social media from your phone with Ripl
Tweet

Ripl creates animated images

And Ripl’s more than just business – you can create quick, on-the-spot posts about what you’re doing right now. Price: $9.99/mo.
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Snip.ly
Sniply is another tool that allows you to drive conversions and stay connected to your visitors through the content you share on social media. Many people don’t like linking to blog posts that take visitors off their social media channel or blog pages. Here’s a sample of what Snip.ly can do. When someone clicks on the link to an article, your branded Sniply box appears on the blog post page with your branding and call-to-action at the bottom.
Rather than sharing links like you traditionally do, you can use Sniply to share articles along with your branding and a CTA button – so you don’t lose complete touch with your visitors. There’s a free and paid-for version.
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vidIQ and TubeBuddy
You work hard to create videos to add to YouTube. But how do you get people to find your videos? vidIQ and TubeBuddy are two different tools that I recommend you purchase together. (These tools do have some similar features, but they each have unique features which makes it worth purchasing both.) TubeBuddy and vidIQ give you information and insights on your competitors’ YouTube videos.
When optimizing your video’s description and tags, you can find the great ideas for tags and descriptions by looking at competitors that are already ranking high on YouTube. Since YouTube hides tags, it’s hard to determine what you should add to your video description.
vidIQ and TubeBuddy shows the tags that other videos are using, so you can get ideas for tags for your video.
Tubebuddy keyword finder for YouTube

TubeBuddy even allows you to zero in on the most used tags that a competitor’s channel uses. This gives you insights when you’re setting up the SEO for your YouTube channel:
Find competitor keywords on YouTube

These tools allow you to see a lot of other information about your videos and your competitors’ videos. For instance, you can see the number of Facebook likes, average view time duration, how many words are in their description, their SEO score, number of views and more. Think of these tools as your YouTube competitor spies!
vidIQ YouTube Tool

TubeBuddy also has a Tag Explorer feature, that acts like a traditional SEO keyword research tool. Simply enter the keywords you’d like to rank for, and you’ll get suggested keywords you can use in your tags and video description.
As part of TubeBuddy’s Tag Explorer feature, you can see a Summary section that shows the search volume, competition and overall competitiveness of a keyword.
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So there you have it! A list of amazing digital marketing tools that will make your job a lot easier. We will continue to add to this list of software so we’d love to hear your suggestions!