There is an abundance of tools available to make digital initiatives perform at a high level, but knowing which ones are the most effective differs from campaign to campaign. Budgets, goals and strategies influence what tools are used. Here are five tools we currently like for different reasons.

1. SharpSpring

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SharpSpring is an all-in-one automation tool that connects all of the important dots of digital marketing, from email marketing to paid analytics to CRM (Customer Relationship Management). It effectively and efficiently connects your marketing campaigns to your sales team by tracking and scoring visitors to your website who either filled out a form or completed a specific action. A built-in CRM allows your sales team to guide prospects through the sales journey. Among the features included within SharpSpring are a drag and drop e-mail creator and an ID tool that allows you to learn the identity of anonymous website visitors.

2. SEMrush

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SEMrush is a tool that tracks past and current online activity of a business, such as digital advertising, SEO efforts and social media presence. At EVR, we use SEMrush to understand what our client’s competitors are doing online. It is just the tool for the job, allowing us to search for competitors by URL to reveal what keywords they’re ranking for, what sort of digital ad campaigns they’re running and what websites are sending traffic to them. Armed with this information, we can make strategic decisions on how we can be successful with our efforts.

3. Google Analytics

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Google Analytics is a free tool that tracks many types of important website metrics revealing how users get to a website and what they do when they get there. It contains an extremely versatile set of tools that provides many answers when analyzing and optimizing a digital marketing campaign. Data from Google Analytics can tell you where web visitors are from, if they are leaving without engaging with a web page, how long they’re staying on various pages, etc. This data is vitally important when making web and digital marketing adjustments.

4. Hootsuite

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Hootsuite is a social media management tool that allows users to schedule and manage posts for all major social media platforms. Users can manage multiple pages as well as generate reports. Hootsuite allows users to schedule social posts, a big advantage to social media managers who are in charge of posting for multiple pages and platforms. You can also monitor all of your pages within one simple dashboard. A paid subscription also allows users to create in-depth social media reports with a variety of trackable metrics.

5. Moz Local

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Moz Local is a tool that scans many popular online directories to determine if a client’s business information is complete, accurate or missing. The first step in building website traffic is ensuring your website is found by search tools. By using Moz Local, you can see a list of directories and whether or not you are listed on them. By subscribing to Moz Local, you can easily make sure information in all directories is updated and consistent.

Deciding which tools are right for you depends on the KPIs you prioritize. Allow that data to dictate the right strategy for you.