Small business owners often describe digital marketing as a juggling act, but it’s more like managing your own private circus. You’re firing off email newsletters and snapping photos for Facebook —then you get sidetracked by a pay-per-click ad that just isn’t performing. It’s exhausting. 

Like a trusty ringmaster, digital marketing tools can help you tame the chaos and get results. Marketers who use AI, for instance, earn up to 60% more revenue. And automation software can shave numerous tasks off your overflowing to-do list. 

Of course, sifting through all the available tools is no easy feat. And every minute you spend comparing features is less time you’re focusing on the rest of your business. This guide walks you through four types of digital marketing tools and how to use them to connect with customers. 

What are digital marketing tools, and why do you need them? 

Digital marketing tools help businesses plan and run online marketing campaigns. They also usually have built-in analytics to track performance. Here are a few examples: 

  • Email marketing platforms
  • Social media schedulers
  • Search engine optimization (SEO) tools 
  • Analytics software to track web traffic and other data 

These tools often work together in a complex ecosystem. A paid Google ad, for instance, could point customers to a personalized landing page on your website. Or you could use a social media marketing tool to automatically share LinkedIn posts, then watch how they perform with an analytics platform. 

Unlike traditional marketing tools, digital ones focus more on convenience and personalization. Even with an unlimited budget, you can’t design a custom billboard or magazine ad for every customer. But with the right software, you can easily personalize emails and digital ads. That can lead to a higher return on investment (ROI) and more leads. 

The four main types of digital marketing tools 

All-in-one software may assist with dozens of tasks. But the best digital marketing tools often specialize in just one or two areas, such as email and social media.

Paid platforms often offer more advanced features and customization options. Don’t feel pressured to splurge if you’re on a tight budget, however. There are plenty of free tools that may fit your needs. Start by adding these four types to your marketing toolkit. 

1. Acquisition tools

Even the best businesses can’t grow without new customers. Set up lead generation systems to get visitors’ contact information. 

Elderkmark uses ebooks as lead magnets to convince people to share their contact details. Image source: Eldermark

The software firm Eldermark uses gated content to hook leads. Visitors can download free ebooks, but only if they share their email address and phone number first. If you go this route, follow in Eldermark’s footsteps by including a disclaimer about how you’ll use this information. Potential customers want to know you aren’t selling their data and won’t bombard them with endless phone calls.

Paid ad tools are another reliable way to bring more traffic to your website. Don’t get scared off by the “paid” part. Platforms like Meta Ads let you set your own budget — say, $10 a day — and show your ads to very specific groups of people. Selling high-end furniture? Target well-off homeowners, not broke college students. 

If you don’t want to pay for each lead, try an organic SEO platform. Some use AI to scan your website and suggest improvements, such as a mobile-friendly layout. Others help you analyze your competitors’ strategies, so you can imitate (or avoid) them. 

2. Engagement tools 

Encourage your new fans to stick around with community building and communication software. Constant Contact, for instance, lets you personalize email marketing campaigns and even add interactive content. A Buzzfeed-esque quiz — such as “What’s your perfect capsule wardrobe?” — is much more engaging than a generic list of products.  

3. Conversion tools

Digital marketing tools can help nudge leads through your sales funnels. Use a landing page builder to experiment with different calls-to-action (CTAs), or add a pop-up form so visitors can schedule a quick demo. 

You can also use a shopping cart tool to recommend related products. Did someone add a dog harness to their order? Suggest a matching collar and leash so they can walk Luna in style. If they add everything to their cart but abandon it, jog their memory with an automatic email: “Forget something, Ben?” 

4. Retention tools 

Don’t forget about your customers as soon as their payment clears. Use small business marketing tools to keep them engaged, so your following grows over time.  

A digital rewards program is a practical way to start, but make sure it actually provides something, you know, rewarding. “Get a free sticker for every $300 spent” isn’t very enticing. But a buy-three-get-one-free deal will have customers waving their credit cards. 

Follow up every purchase with an automatic email or two. Do new customers often struggle to assemble their new furniture? Send an onboarding email with a step-by-step video. Nurture the relationship even more with a gentle upselling offer, like a rug to go with that new bookcase. 

Technology also helps you provide faster customer service. Try a branded AI chatbot to answer basic questions instead of making clients sit in a queue. Survey tools can also flag troubling feedback. If someone responds that their new shirt doesn’t fit, reach out to offer an exchange. 

How digital marketing tools improve your online presence

Marketing technology can make a big difference in your day-to-day routine by taking on some of the heavy lifting. But these tools also strengthen your reputation online — which is where your customers are spending most of their time. 

Content distribution and amplification 

Don’t waste your best content by only posting it in one corner of the internet. With content sharing tools, you can publish your ideas across platforms. A brilliant Instagram post could automatically get shared on Facebook and LinkedIn, too.

Recruit influencers to promote your brand with platforms like Brandwatch and CreatorIQ. You can also use keyword research tools to find relevant hashtags and phrases to add to your content. 

Fitness brand Baleaf uses a mix of branded and general hashtags to make its TikTok posts more discoverable. Image: Baleaf

The sportswear company Baleaf often uses #Baleaf for its TikTok videos. Many customers also use the branded hashtag, which people can click to see a collection of user-generated and branded content. Meanwhile, general phrases like #activewear can attract people who haven’t heard about your business yet. 

Brand visibility and recognition 

Raise your brand profile with SEO software and local keyword research tools. Phrases like “positive reinforcement dog training in Tampa” help you connect with nearby customers. 

Of course, the things other people say about your business matter just as much as your own content. Use a social listening tool to monitor online discussions and protect your reputation. If someone posts a harsh review about your company, you can act fast to salvage the situation. 

Customer engagement and community building

Effective marketing feels like a dialogue, not like shouting messages at random passersby. 

Use social media engagement tools to interact with your audience in real time. Constant Contact’s Social Inbox gathers all your comments and DMs in one place. In the time it would take you to log into each of your accounts, you could power through a dozen responses. Even a quick “Great point, Kate!” can encourage people to keep interacting with your content. 

Expand your content collection by encouraging customers to create their own photos and videos about your brand. A user-generated content platform lets you curate these materials and share them on social media. Just be sure to ask permission first. 

Data-driven optimization and insights

Don’t assume your campaigns are working flawlessly, even if you’re getting Instagram likes and sales. Without in-depth data, you might be missing ways to improve or falling short of your goals. 

Behavior analysis tools help you understand how your audience interacts with your content. For example, use heatmap software to see where visitors click on your website and what they ignore. Are only 5% of people scrolling down to your CTA button? Try moving it to the top instead. For email, use A/B testing tools to experiment with different subject lines and visuals. 

Interested in what your rival is doing? A competitive analysis tool lets you eavesdrop ethically on their keywords and content strategies. If their new sustainability blog posts are drawing in traffic, try creating some environmental content yourself. 

Predictive analysis tools can also help you adjust your strategy before it even goes live. If an AI platform predicts you’ll get twice as much engagement on Facebook as on TikTok, cancel that series of skits. 

Choosing the right digital marketing tools for your business

You’ve got a business to run, so don’t spend weeks researching platforms. Follow these steps to laser in on the ideal tools. 

Assessing your current marketing needs

A flashy tool won’t help much if you don’t actually need it. Map out your current marketing process, and ask yourself: 

  • Which tasks take the most time and creative energy? Is there a way to automate them? 
  • Where do I need the most support? 
  • How effective is my current tech stack? 
  • What are my marketing goals, and how will I know if I’ve reached them? 

If it feels like you spend entirely too much time brainstorming clever Instagram captions, an AI content generator could speed things along. Tired of battling your glitchy email client? Try an email automation platform. 

Integration and compatibility considerations

Avoid major headaches by choosing tools that work with your existing technology. Email software, for instance, should share data with your customer relationship management (CRM) system. Otherwise, you’ll waste time entering every new lead’s contact information twice. 

Many tools also have API connections and third-party integrations. If your email tool works with Shopify, it’s much easier to send abandoned cart emails. Pairings like these keep your workflows moving smoothly, so you can focus on the 50 other things on your plate. 

Implementation and adoption strategies

Resist the urge to go on a downloading spree. It’s best to try one or two digital marketing tools at a time so you can see what’s actually helping. 

Plan a rollout timeline for each tool. This should include a trial period so you can iron out any glitches or snafus. If you’re trialing a new social media scheduling tool, try it with just one channel first to make sure it works. 

Take time to train your team, too. Sure, the basic features might seem self-explanatory. But even the most tech-savvy staff need support to figure out the more advanced ones and gain confidence. 

And don’t forget to track your success. Monitor metrics, such as email open rates and TikTok comments, to see if your tool is helping or hurting your campaigns. 

Build your digital marketing tool stack today  

Small business marketing tools are the secret to growth. They make it easier to engage customers and spread the word about your brand. 

You don’t need an entire fleet of digital marketing tools to get results. Start by assessing your current tools and identifying your most pressing gaps. Then, choose a single tool to help fill it.

You’ve got the knowledge you need to start leveling up your digital marketing — now you just need the right tools. Take the next step by signing up for a free trial of Constant Contact’s email and social media marketing tools.