Effective marketing activities often require a significant amount of work from an entire team of specialists. Maintaining a website and social media profiles, advertising on Google and social media, engaging with influencers and journalists, organizing promotional events, positioning the website, creating landing pages for offers, and monitoring the brand's online image – these are just some of the activities marketers must undertake today. To be effective in all of these areas, you need not only knowledge but also the right marketing tools. Here's a list of those most useful for brand promotion.
Google Analytics
Google Analytics is a tool that allows you to track the effectiveness of your online activities. It allows you to learn which pages of your website are most frequently visited, what traffic sources are coming from, where conversions are coming from, and what your target audience looks like. Google Analytics allows you to create personalized reports, making measuring the effectiveness of your marketing efforts quick and easy. It's free, and to use it, you simply need to implement a special tracking code on your website. However, it's worth knowing that while monitoring the results is simple, properly defining reports and setting up the tool requires considerable knowledge and experience. Therefore, when starting out with Google Analytics, it's worth familiarizing yourself with the tool's tutorial or taking a course.
Google Tag Manager
It's also a free tool provided by the Mountain View giant. It's used to manage website tags. Simply implement the GTM tag in your website's code, and you can easily add all other scripts using this tool. This is a great solution, as adding tags directly to the page burdens and slows it down, and further increases the risk of incorrect implementation. Google Tag Manager is also helpful when making changes to the website, switching to a different CMS, or changing the website template. In this case, you don't have to manually paste all the scripts into the code – after adding the GTM script, all tags implemented there will continue to collect data correctly. We wrote more about this tool in the article "Google Tag Manager – What is it? "
Google Trends
Google Trends allows us to learn about the current interests of internet users around the world. After entering a specific query, we can observe trends for a given term over the past hours, days, months, or even years. The tool shows interest levels by country or search language. This allows us to determine what interests our audience and create engaging content or advertising campaigns tailored to their needs.
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Google Search Console
This is another free website monitoring tool. Here, you can check which external and internal links are linked to your website, track website traffic, and track your domain's visibility for specific keywords. You can also check whether subpages are being indexed by search engine robots and see a list of broken links on the page. It's also where you can get information from Google about any website viruses or penalties imposed for unfair SEO practices.
Canva
Canva is an easy-to-use tool for creating graphic designs for websites, social media, ads, and promotional materials (flyers, coupons, posters, etc.). It offers ready-made templates, but you can also create your own designs based on available shapes, photos, graphics, and fonts. Canva also allows you to create collaborative spaces for teams, allowing multiple people to work on the same project and access it from anywhere and on any device. The basic version of the program is free, but premium access, which includes more features and templates, requires a fee.
Brand24
This marketing tool monitors a brand online. It collects information about all mentions of the company on news portals, blogs, forums, and social media. This allows you to monitor what users think of the company, quickly respond to potential crises, and shape the brand's image. It serves primarily PR purposes, but it also allows you to engage with your audience, for example. Seeing a company mentioned online, you can leave a comment or engage in a discussion, giving you the opportunity to attract users to your website.
Senuto
Senuto is a marketing tool that helps build a website's visibility in organic search results. In other words, it helps you position your website in search engines . It shows you which keywords a website is visible for online, its estimated organic traffic, and how much you'd need to pay for Google Ads to achieve a similar level of traffic. Senuto also allows you to track position changes for keywords you're interested in, which in turn helps you monitor your SEO effectiveness. Using this tool, you can compare how your website stacks up against competing websites with similar keyword profiles. This also allows you to identify your main SEO competition, as it's not always the brands you're competing against most offline.
Ahrefs
Ahrefs is also a tool used for website positioning and has similar features to Senuto. In addition, it also allows you to analyze your external link profile and measure its strength. This allows you to learn how effective your off-site SEO, or activities undertaken outside of your website, is. This tool's Keyword Explorer, the keyword search engine with the greatest potential, is very well-developed. Using Ahrefs, you can also see, for example, which keywords your competitors' blog posts are visible for, so you can compete with them for rankings.
Answer the Audience
Answer the Public is a tool that allows you to find keywords related to any phrase. The program shows you in what contexts a given query is used, which can be helpful, for example, when creating blog posts. While not as advanced as Senuto or Ahrefs, it's worth mentioning because it allows you to search for a certain number of queries per day for free.
Newsletter tools
A company's marketing tools should also include a newsletter program. We won't discuss them in detail here, as we've done that in a separate post, " The 8 Most Popular Newsletter Tools ." However, it's worth mentioning that these programs allow you to collect contacts and schedule emails, which have a very high acceptance rate (meaning that emails are delivered to the primary inbox). Many of these tools offer templates that make messages visually appealing and aesthetically pleasing. The most popular newsletter programs on the Polish market include Mailer Lite, MailChimp, GetResponse, and FreshMail.
Facebook Audience Insights
This free tool, provided by Facebook, allows us to understand our target audience. We can learn who people are interested in a given topic, their age, where they live, what they like to do in their free time, how they behave online, and much more. Knowing this, we create content that's better suited to the needs of our target audience—we understand their problems and how our product or service can solve them.
Influtool
Influtool is a tool designed for brands looking to collaborate with influencers. It allows you to discover celebrities in a given field and assess the effectiveness of their online activities, including reach, audience impact, advertising potential, and brand collaboration history (e.g., whether the influencer has collaborated with a competing brand). This program allows you to easily determine whether collaborating with a specific influencer is likely to generate profits and desired publicity for your company. Influtool takes into account activities on blogs and the most popular social media platforms, including Facebook , YouTube, and TikTok.
WhitePress
WhitePress, in turn, is a platform that facilitates the acquisition of articles on external portals, which helps increase brand recognition and acquire valuable external links. It acts as an intermediary between the client and the publishers, significantly simplifying the process of purchasing sponsored articles, even on large, well-known portals. Through WhitePress, you can order the publication of a previously written text or commission the creation of a post on a given topic.
Hubspot
This multifunctional tool allows you to automate numerous company processes. It serves as a contact database and management system, a space for assigning tasks to colleagues, and also streamlines marketing activities. You can use it to create newsletters, schedule and publish social media posts, design landing pages, forms, call-to-action buttons, and create personas. It's impossible to list all of Hubspot's capabilities here , so we recommend reading an article dedicated entirely to this tool.
Social media planning tools
We also described these types of marketing tools in detail in a separate post . In short, they allow you to manage your social media profiles from a single application. This allows you to easily publish posts in multiple places simultaneously, create schedules for various platforms, and respond to messages and comments from users across all platforms. This allows your activities to be better synchronized and facilitates communication with users across all social media platforms. Examples of such tools include Hootsuite, Postplanner, and NapoleonCat.
Webinar platforms
If we decide to create webinars for our audience, we'll also need software to manage them. These platforms allow us to share webinars across various platforms, register participants, send reminder emails, promote the event, and store recordings for later viewing. Some platforms also allow the creation of paid events, which can be paid for by card or PayPal. We can create webinars using tools such as ClickMeeting, GetResponse, or GoToWebinar. We describe these programs in more detail in the article: Webinar Creation Tools – 10 Examples.
Frequently asked questions about marketing tools
The list was prepared to comprehensively support the work of marketing departments. The selected tools are divided into key categories: web analytics, SEO and content marketing, paid advertising campaigns (PPC), email marketing, graphic design, and customer relationship management (CRM).
The foundation of all online activities is Google's free systems. No professional website is complete without Google Analytics (GA4), which tracks traffic and user behavior, and Google Search Console, which allows you to monitor the website's technical health and visibility in organic search results.
In the SEO space, powerful analytical tools (such as Ahrefs, Senuto, and Semrush) dominate, enabling competitive analysis and keyword discovery. In the process of writing and optimizing texts for search engine algorithms, the Polish tool Surfer SEO and intelligent AI model support (e.g., ChatGPT) are incredibly helpful.
When it comes to visual creation, Canva has become the market standard – an intuitive tool that allows you to create professional graphics and videos without advanced graphic design skills. For professional management of posts, communications, and ads on Facebook or Instagram, the Meta Business Suite / Business Manager ecosystem is essential.
To effectively manage leads and build customer loyalty, companies use email marketing systems (e.g., Mailchimp, FreshMail, or the Polish MailerLite), which allow for automated newsletter sending. It's also worth integrating all sales processes into professional CRM systems, such as the free HubSpot.
Summary
The above article covers the following topics:
- Google Analytics is a free tool for tracking the effectiveness of online activities, which requires the implementation of tracking code and allows you to create personalized reports on traffic, conversions, and audiences, although proper setup requires considerable knowledge and experience.
- Google Tag Manager (GTM) is a free tool for managing tags on a website, which, after implementing one GTM tag, allows you to easily add all other scripts without burdening the website and facilitates changes to the website or switching to another CMS without manually pasting tags.
- Popular newsletter sending tools include Mailer Lite, MailChimp, GetResponse, and FreshMail, which allow you to collect contacts, schedule mailings with a high acceptance rate, and use templates that create visually appealing and aesthetically pleasing messages.
