Marketing Software Guide: Choose the Right Tools for Growth

You know the value of marketing — but as a small business owner, finding the time to cram it into your busy workday is tough. But marketing doesn’t have to take hours out of your day. With the right software, you can automate a lot of the work, supercharging your marketing efforts to grow your business.

According to the 2024 survey, 54% of marketers reported an increase in their budget for marketing automation for the next year. Why? It works. Brands use it for all types of marketing tasks, from automating emails to enhancing personalization.

The benefits of marketing software are clear — but how do you know which one is best for your brand? We get into the nitty-gritty in this guide.

What is marketing software?

Marketing software automates everyday marketing tasks. It helps with lead generation and campaign management, while eliminating the headaches that come with manual processes. Using marketing software, you can turn new prospects into paying customers. The tool also evaluates campaign performance, so you can stay on track with your marketing goals.

There are all-in-one marketing platforms for email, social media, and other channels. These platforms wrap standard marketing functions, like building landing pages and writing marketing emails, into one tool. On the other hand, some brands supplement their marketing platforms with specialized software tools. Such tools provide in-depth functionality in specific marketing areas.

With the help of marketing software, you’ll have a fast way to create and send emails. That can translate into more sales and higher customer retention.

The top 7 types of digital marketing software

Marketing software fits into several different categories. 

1. Email marketing software

This software provides tools for email marketing. It includes templates for email design and analytics to monitor campaign performance. Automation keeps customers engaged at key touchpoints, such as when they subscribe or visit your website. 

Email marketing supports customer retention. It keeps your brand top of mind with customers, even when they’re not actively shopping. Brands also use email to nurture leads through the customer journey.

Many email marketing platforms integrate with customer relationship management (CRM) platforms. That minimizes data transfer between platforms. 

• Software to try: Constant Contact, Mailchimp + similar alternatives

2. Marketing automation software

Marketing automation software automates repetitive tasks across multiple channels, such as social media, email, and lead generation. 

This type of software aids in customer journey mapping and lead scoring. You can use it to trigger campaigns across channels based on a customer’s actions. Each automated action pulls clients closer to the ultimate goal: a conversion.

Businesses looking to save time and minimize resources use marketing automation software. It helps streamline customer interactions through multiple channels.

• Software to try: HubSpot, ActiveCampaign

3. Customer relationship management (CRM) software

CRM software stores all your customer data in one place. It’s where you house all the important details about your clients. A CRM can help you segment clients based on demographics and interests. It’s also useful for tracking where clients are in the customer lifecycle.

Brands use CRM platforms to align sales and marketing strategies. CRMs that integrate with other marketing platforms let you share key customer data. That’s useful for automating marketing content, such as emails and paid ads.

• Software to try: Salesforce Starter, Zoho CRM

4. Social media marketing tools

Do you have a business Facebook or Instagram account? How about an X or LinkedIn account? If so, keeping up with all those accounts on your own can be hard. That’s where social media marketing tools for small businesses come in handy.

A social media marketing platform helps you manage all your accounts in one place. Brands use them to schedule posts in advance. Many platforms also include basic analytics to help you track post performance.

Some social media marketing platforms integrate with email marketing tools, too. That’s helpful for brands that use email and social media in tandem. Platforms may also offer features that support the content creation process. They can include AI-powered tools, templates, and idea generators.

• Software to try: Hootsuite, Canva

5. Content creation and management tools

One of the toughest parts of marketing is coming up with fresh ideas and content. That’s especially true for email and social media. On those channels, content only stays relevant for several days. You have to create new messages and posts to keep your brand top of mind with your audience.

AI-powered marketing tools streamline the content creation process. Use them to inspire your next campaign, create quick drafts, and generate images. Many come with templates and design tools that you can use for emails and social media posts.

Content management tools assist with marketing organization. They include calendars, so you can keep track of your upcoming campaigns across multiple marketing channels. Some also facilitate easy content distribution. For instance, tools may let you share content on social media, email, and even your website.

• Software to try: Clearscope, Surfer

6. Analytics and reporting software

Analytics and reporting software track campaign performance. It tells you how customers respond to your emails, social media posts, and other marketing efforts. With the help of software, you can track how marketing directly contributes to sales. It can also calculate your ROI derived from marketing efforts.

Analytics software gives you insights into customer behavior. It shows how people find your website and what pages they browse. It can also help you improve the customer journey. For example, you could use analytics to learn where buyers drop off during the purchase process. Removing roadblocks might increase your conversions.

Many analytics platforms offer real-time data and dashboards you can start using immediately. Customization is possible for brands that need highly specific data.

• Software to try: Google Analytics, SEMRush

7. Landing page and website tools

Marketing software can help you with your website. Some platforms offer drag-and-drop page builders, which eliminate much of the coding required to craft a webpage. Software can also create lead capture forms. Brands use those to connect with clients who click on a call-to-action (CTA) in emails and social media posts.

Some website tools contain A/B testing capabilities. These features let you try out different website elements to find which one gets the most traction. For example, you could see how different CTA messaging or the use of different images impacts conversions.

Websites with strong search engine optimization (SEO) rank higher in search engine results. Software can review your website for SEO opportunities. That way, you can capture more visitors and traffic.

• Software to try: WordPress, Ahrefs

How to choose the best marketing software for your business

With so many options available, it can be challenging to find the right one for your brand. Use these tips to help you in the decision-making process.

Evaluating your marketing needs

Take a close look at your current marketing challenges. What activities consume the most of your time? Where could you make improvements to get better results? 

Also, consider your team’s technical capabilities. If you’re not a coding wizard, look for a solution that doesn’t require heavy tech expertise. 

Most quality software requires some investment. But it doesn’t have to blow your budget. Look for software that’s within your price range, and consider signing up for a free trial. Many tools let you explore their benefits for a short period before committing. 

Be mindful of ROI — you want software that pays for itself (and more!) over the long term. It may take time to generate a positive ROI, but you should see real gains within six months.

All-in-one vs. best-of-breed solutions

An all-in-one solution covers multiple aspects of digital marketing. It can include a CRM, email, and social media support, plus tools to manage your website. Some solutions have integrations that connect your software with other tools you use. 

Specialized software, on the other hand, contains more in-depth features, but it’s usually more expensive and can be technically complex, making for a steep learning curve. But a specialized solution may be worth it if you want to concentrate on a specific area of digital marketing, such as SEO.

As your business grows, your marketing needs will, too. Look for tools that scale with you as you grow. Compare functionalities and consider how pricing may change based on your activity.

Key features to prioritize

Make a list of the features that truly matter to you. These must-haves are things you can’t do without — everything else is a nice-to-have. Other considerations include:

• Ease of use: How steep is the software’s learning curve
• Customer support: What forms of support are available, such as advice blogs and knowledge bases 
• Migration capabilities: Whether you can import existing data from tools you already use
• Data portability: What control you’ll have over data if you decide to switch systems

Start your marketing software journey today

With the right digital marketing software, you can save time, strengthen relationships with your customers, and ensure every minute you put into your marketing efforts is one well-spent.

Ready to take your marketing from meh to marvelous? Constant Contact has all the digital marketing tools you need in one place, from email and social media marketing to SMS marketing, events, and AI and automations so you can do more in less time. Check out our free 30-day trial and see how Constant Contact can give your brand a glow-up.