Man on a video call on a laptopExecuting a marketing strategy is a lot like climbing a mountain. Both are focused on an audacious goal that requires effort and dedication to achieve. You need an intentional plan for how you’re going to climb the mountain. There will also be unexpected obstacles and unexpected turns along the way. Sometimes you have a clear path to reaching the summit. Other times, you may need a guide to help you navigate new terrain. 

And just like mountain climbing, you need a variety of marketing tools that can help you along the way. These tools may help you assess your current situation, work more effectively, and take the right steps toward reaching your goal. Each tool might serve a different purpose, but they’re all essential for your survival. 

7 Marketing Tools Your Team Can’t Live Without

Here are seven types of tools you need to execute successful marketing campaigns: 

1. Collaboration Tools

Executing a marketing plan requires significant collaboration. When you’re managing all the elements for your content marketing campaigns or seeking input on an important design project, there are numerous stakeholders and steps that need to be addressed. 

At Green Apple, our hybrid office model has trained us to become experts in marketing collaboration. Here are just a few of the collaboration tools that make it easy to collaborate with clients, team members, and freelancers in the Green Apple Orchard from across the country:

  • Google Workspace — Google’s collaborative tools such as Docs, Slides, and Sheets make it easy to create, approve, and deliver assets in a timely fashion. Rather than tracking multiple documents or attachments through email, Google makes it easy for team members and clients to collaborate in the same documents in real time. 
  • Basecamp —  Project management is essential for streamlining work and optimizing efficiency. Basecamp rolls all of the core necessities of project management into a browser-based tool that makes it easy to track campaigns from start to finish. We’ve used Basecamp for years, and it has become an integral tool for our team.  
  • Zoom — Video conferencing became an essential business tool during the pandemic. We’ve found it incredibly helpful for improving our team’s virtual meetings, meeting with clients in other cities, and connecting with The Orchard, our remote contract team members.
2. Design Tools 

The image you portray is important. The good news is that it’s easier than ever to find affordable design tools that make your brand stand out and look professional. Tools like Canva can be incredibly helpful for designing eye-catching graphics and images for social media. However, knowing when to use Canva and when to outsource to a professional can be essential to maximize the impact of graphic design for your brand. 

3. Digital and Social Media Management Tools 

With all the various social media platforms, it’s almost impossible to manage all of your content production needs without a social media management tool. Social media management tools help you plan, schedule, and monitor your social media posts. These tools also give you the chance to review and analyze your audience engagement on multiple channels. 

At Green Apple, Sprout Social is our social media management tool of choice. It makes it easy to manage various social media accounts for all of our clients. It also provides comprehensive reporting that provides a detailed look into content performance through competitive analytics and strategic insights.

4. Online Advertising Tools 

Online advertising has exploded in recent years. In fact, digital advertisements will account for more than 66% of the total global advertising spend by 2023. It allows you to create targeted messages to reach and expand your audience, improve your brand awareness, and generate more qualified leads.

At Green Apple, our digital marketing team collaborates with online advertising specialists to design and implement online advertising campaigns for B2B and B2C clients. Some of our favorite tools include Google Keyword Planner and Adstage. 

5. Lead Capture & Nurturing Tools 

If you rely on inbound marketing to generate sales leads, you need a marketing tool that captures potential customers and guides them through the marketing funnel. The good news is that most tools integrate with your website to create a seamless user experience.

Over the years, we’ve used lead-capturing tools such as Unbound and Leadpages to capture leads. We’ve also worked alongside several clients to leverage marketing CRMs such as Hubspot to track and manage marketing leads.

6. Website SEO Tools

Whether it’s keyword research, content optimization, or checking your current page rankings, every marketer needs a go-to tool for planning content and optimizing it for SEO. 

Green Apple recommends SEMrush, the top-rated keyword tool we use for our clients. We’ve found that it’s the best tool to implement SEO tips that actually work. Their platform offers comprehensive reports to monitor competitors’ backlinks and offers backlink audits for sites that have already linked to your website with an anchor text. 

7. Customer Experience & Testimonial Tools

In today’s digital world, consumers hold the power when it comes to your brand reputation. A negative customer review or poor client experience can have a devastating impact on your brand. At the same time, testimonials and feedback can be some of the most beneficial assets for brand management.

At Green Apple, we’ve worked with a variety of customer experience and testimonial tools to capture feedback for our clients. Delighted is a customer satisfaction platform that allows you quickly and easily capture feedback through customer surveys. LoyaltyLoop is another tool we use to better understand and improve upon the customer experience. 

Finding the right set of marketing tools can be overwhelming. It’s important not to lose sight of the forest through the trees. Focus on your end goal and then find the tools that will help you get there. Our team at Green Apple can help you determine which tools are a fit for you. We’d love to take a look at your marketing goals and help you design and execute a strategy to meet them.