60+ Tools to Boost Your Marketing Effectiveness

60+ Tools to Boost Your
Marketing Effectiveness

The context of the funnel
Marketing is a system.
Everything in marketing is
designed to push prospects
down the decision making
funnel.
Systems, tools and technology
help to automate and speed up
this process.
% Conversion
Know
% Conversion
Like
% Conversion
Trust
% Conversion
Advocate
REPORTING&ANALYTICS

The decision making criteria
▶ Needs - What are my business’ requirements, our must haves?
▶ E.g. Features, Capacity, Performance
▶ Growth – Where will we be in 6-12 months? Where will we be
in 2-3 years? Does our long term plan indicate that we might
outgrow this solution?
▶ Return on Investment - Time & cost/benefit analysis.
▶ Integration - Does it play with my existing systems?

Why is integration important?
▶ Saves you trouble of handling information, manually
processing, uploading, etc.
▶ Saves you time
▶ Reduces the chances of mistakes, missing information
and lost opportunities
▶ Native integrations vs. Third Party Integrations

Making systems talk to each other
▶ Ideally you want to use platforms that integrate with each
other straight out of the box.
▶ When they don’t, you end up two systems that don’t talk to
each other, which becomes painful to manage…
▶ Zapier is your life saver, creating valuable connections
from one system to another.

Zapier
Freemium - Pay for
additional features.
500+ Applications.
Create workflows
that can automate
entire processes in
your business.

Create amazing workflows
PRODUCT PURCHASED
ADD TO LIST
ADD ORDER TO FULFILMENT SPREADSHEET
EMAIL ORDER TO CUSTOMER
EXPERIENCE TEAM
ADD CUSTOMER FOLDER AND
DOCUMENT TO GOOGLE DRIVE
ADD CUSTOMER TO XERO
CREATE TEAM
PROJECT IN TRELLO

Customer Insights & Research
▶ Tools designed to help you more effectively understand
and target prospective customers

Free to use
Dive into the demographics
of Facebook users, see the
interests and behaviours of
people:
- In your target market on
Facebook
- Following your page
- In a custom audience you
upload
Facebook Audience Insights
Customer Research and Insights

Free to use, pay for extra detail.
Search by:
- Keyword / Search Query
- Domain (competitor or
publications etc.)
Find out the related search terms
that are ranking highly, what
people are bidding on (PPC), what
websites compete for attention in
the space.
SEM Rush

BuzzSumo
Free for limited
searches each
day - $99/month
for unlimited
searches.
Use to find
relevant content
topics in your
industry/niche,
find publications
and influencers.

NinjaOutreach
Free to try -
$49/month for
unlimited searches.
Use to find relevant
content topics in your
industry/niche, find
publications and
influencers.
AND Get their contact
information

Make My Persona - Hubspot
Free to use
Use Hubspot’s online buyer
persona generator tool to
get clear on your customer
avatars.
Store a copy and circulate
the personas with your
team or outsourced help so
they better understand your
customer.

Survey Tools - Online Form Builders
Freemium - Free for basic,
pay for extra
features/capacity
Great for surveying
customers to find out more
about their pain points /
needs. Capture data and
put directly into database.
Integrate with a host of
other platforms to input
data directly into CRMs.

Typeform
pay for extra
features/capacity.
Immersive “gamified”
survey/form experience,
scoring & calculators.
Integrate with a host of
other platforms to input
data directly into CRMs.
Take payments through
Stripe.

Deep dive
▶ Facebook Audience Insights
▶ Typeform

Reporting and Analytics
▶ Designed to help you understand what your marketing is
doing, what your customers are doing, and what your
business is doing at a glance.

Bitly
pay for extra
features/capacity.
Shorten long ugly links,
create custom short links.
Get statistics on how many
people have clicked a
particular link.
Track what sources and
locations the clicks are
coming from.

Your website’s nervous system
100% Free
Tells you where visitors are coming
from, how long they are staying and
what they are doing while they are
there.
Identify opportunities to find more
traffic by looking at referrals,
improve conversions, produce better
content.

Free to try - $25/month+ (Some
assembly required)
Integrate data from multiple
platforms and display in one
dashboard.
Collaborate information from
programs like Mailchimp,
Facebook, Twitter, Instagram,
Shopify, Adwords, Analytics,
Infusionsoft, Woocommerce, Xero
Klipfolio & Geckoboard

Deep dive
▶ Google Analytics

Tracking script installed across
every page of your website.
Set up a series of “Goal URLs”
which create a path for each step
in the customer journey towards
your goal.
Report on either lead generation
or checkouts for eCommerce.

Content and Asset Production
▶ Make your life easier by taking some of the time and effort
out of producing content and creative elements to use in
marketing.

Free to use - Pay for extra
features and imagery.
Loads of templates that are ready
to go for social media posts,
proposals, content, advertisements
and more.
Create and edit with ease, don’t
need photoshop experience to
produce beautifully designed
pieces.
Canva and Canva for Work

Hire freelancers to work for you.
Graphic Design
Website & App Development
Content & Article Production
Data Entry & Transcription
Marketing Services (List Building & SEO
& PPC)
You do get what you pay for - Check
reviews and rates, don’t accept until
you have clear deliverables and
deadlines.
Upwork, Fiverr & Freelancer

Beautiful, 100% royalty free
imagery.
Stop spending hours trawling
through crappy stock photos.
Like this…
Stocksnap / Pexels / Unsplash

Free to create and edit -
$20/export
Use ready made templates to
create “explainer” and sales
videos to properly convey your
marketing message.
Save money on starting your
video from scratch with a
designer. Save lots of time in
production.
RawShorts

According to Facebook videos with captions get 12% more engagement.
Upload your recordings and videos to have them transcribed or turned into captions.
Rev.com

Deep dive
▶ Canva
▶ RawShorts

SUMMARY EXERCISE
▶ Spend 2min writing down which of the previously
mentioned tools you plan to implement into your business;
then turn and discuss with a partner at your table why.

Awareness (Reach)
▶ Tools and systems that are designed to put your content
and your business in front of more, targeted prospects.

Social Media Scheduler
Freemium model - Pay for extra
features & more accounts
Plan out your content in bulk and
schedule for the week/month ahead
- Save yourself time of organising
and logging into multiple
Integrate your accounts, setup
content in a spreadsheet with copy,
links, images/video.
Hootsuite / Buffer
Awareness

Instagram Scheduler
$2-10 per account / month
Most of the free schedulers don’t
post direct to Instagram, need to
send to phone and post from
there.
Use if Instagram is your #1
channel and you’re posting very
regularly.
Grum
Awareness

Social Media Scheduler
$59/Month +
Consolidates multiple social
platforms into one activity feed.
Plus scheduling and content
discovery.
Use it if you have a large, very
active following across multiple
platforms as it will allow you see
all comments and posts in one
feed so that you can quickly
respond to your fans.
Sprout Social
Awareness

$25/Month (Billed annually)
Create a contest or free
giveaway which sits natively on
Facebook to capture contact
details and build your database.
Effective because it sits on
Facebook, it improves the
shareability of your campaign
and the number of overall
impressions your campaign will
get.
Heyo
Awareness

PPC Model
Take your published blog article
and submit it to Outbrain to have
it show up across a wide network
of news / publishing sites.
Outbrain analyses the content in
your article and places it on
relevant websites.
This levels the playing field
between your content and
content from big brands by
putting it side by side.
Outbrain
Awareness

$29/Month +
Share content from other
publishers and include your call
to action on their web page.
Great to use if you share a lot of
content to your audience from
news websites, publications and
related websites.
Your CTA here
Snip.ly
Awareness

Optimise your headline to ensure
maximum shareability.
A study by CoSchedule (1m+ content
distributed) found a direct correlation
between the emotional context of a
headline and the ‘shareability’ of it.
Free tool by Advanced Marketing
Institute gives you an EMV score.
http://www.aminstitute.com/headline
Awareness
Emotional Marketing Value (EMV) Headline Analyzer

Free to use - Pay for Source
Bottle to pitch your business for
you.
Get emails two times a day from
journalists looking for experts in
your particular field to give
opinion on a particular topic.
A good “set and forget” PR tool
where potential press
opportunities come across your
desk each day.
Source Bottle
Awareness

Free to use
Analyse all of the search engine
optimisation elements of your
website and social media pages
and find areas of improvement.
Great to find out what elements
of your website are performing
well and what can be improved,
also giving you a comparison with
your competitor’s websites.
Quicksprout
Awareness

Free to use - Pay for additional
features
Checks your Wordpress posts to
ensure that you’ve included all
of the necessary search engine
optimisation elements. Ensuring
that your content can be found
on Google.
Use it if you are publishing a lot
of content, or hoping to boost
your search engine rankings.
Things like:
Headings, Descriptions, Meta
Tags, Page URLS
Yoast SEO
Awareness

Cost Per Lead or Cost Per
Acquisition Model.
A co-registration network is an
advertising platform that
‘aggregates’ different media
publishers whereby people who
opt-in to their offerings are
marketed the opportunity to
opt-in to additional services from
their partner network.
This is used on ALL kinds of sites:
Media, Food (Dominos),
Entertainment (Ticketek),
Competitions and much more.
Co-registration Network
Awareness

Deep dive
▶ Co-registrations networks
▶ EMV Headline analyser

“ This score indicates that your
headline has a total of 25.00%
Emotional Marketing Value (EMV)
Words. To put that in perspective, the
English language contains
approximately 20% EMV words.
And for comparison, most professional
copywriters' headlines will have
30%-40% EMV Words in their headlines,
while the most gifted copywriters will
have 50%-75% EMV words in headlines.
A perfect score would be 100%, but
that is rare unless your headline is less
than five words. ”
Awareness
Emotional Marketing Value (EMV) Headline Analyzer

Consideration (Prospect Building)
▶ Tools and systems that are designed to help you attract
new prospects as subscribers and leads

Freemium model; $39/mo starting
Great for service-based businesses or
those looking to get in touch with
hard-to-reach people, Hunter is a
web-browser extension that enables you
to quickly and easily:
● Get a list of email addresses of a
company publicly available on the web
● Find the email address of someone
using their first name, last name and
company website (it’s that easy).
● Verify that it’s the right email and can
‘receive’ active emails.
Email Hunter
Consideration
847 email addresses!

Tiered pricing model
Unless you’re a seasoned web
developer creating highly
effective landing pages that
enable you to generate high
quality leads can be challenging.
These easy-to-use, ‘drag and
drop’ style platforms enable you
to build landing pages yourself.
No advanced web dev skills
required!
Landing Page Builders
Consideration

Entourage Student Special: Lead Pages
We have partnered with Lead Pages to be able to offer Entourage
students only an exclusive entry level special price to the platform.
Pay just $1 for a 60-day trial of Lead Pages.
Cancel anytime within the trial if you’re not seeing a positive return.
Take up the offer here: https://lp.leadpages.net/leadpages-the-entourage/

19/mo Basic; $29 Plus; $39/mo Pro
Optin Monster enables to create and A/B test
high converting lead capture forms without
the assistance of a developer.
Traditional ‘pop-ups’ are out and dynamic
webforms are in.
- Welcome Gates
- Floating Bars
- Pop-ups (Exit-intent, timed, page specific)
- Wordpress integration
Optin Monster
Consideration

Freemium (branded) model
Simple and easy-to-use website ‘floating bar’ to enable you to capture name/email
addresses and easily build your list.
Connect to your email marketing system to place into funnels and nurture through to
sale.
Hello Bar
Consideration

Plans dependent upon site traffic
and # of user ‘captures’ desired
per month. ($29/mo starting)
All-in-one web tracking and
analytics platform that allows you
to capture visitor:
- Heatmaps
- Recordings of onsite experience
- Form analysis (drop off point)
- Survey through your site
- User-testing
Conversion Rate Optimisation - Hot Jar
Consideration

Plans dependent upon site
traffic ($49/1000 visitors)
The ultimate split-testing CRO
platform to ensure you’re
getting the most out of your
site traffic and campaigns.
Run data-driven experiments
to optimise your website
experience.
Run A/B as well as
multivariate tests.
Conversion Rate Optimisation - Optimizely
Consideration

Deep dive
▶ Landing Page Builders
▶ Opt in Monster

14 day free trial; $97/mo
standard $297 premium
Pre-built online marketing and
sales ‘funnels’ that have been
proven to deliver results.
Funnel templates make it easy
to roll-out campaigns that go
beyond a single opt-in and
thank you page. Funnels provide
dynamic experiences that
maximise conversions for upsells
and dynamic actions.
Landing Page Builders - Click Funnels
Consideration

$37/mo standard; $79 Pro
350+ existing landing page
templates for you to utilise
at your disposal.
Lead Pages enables you to
select the top-performing
templates/designs based on
millions of campaigns run
through the platform
globally.
You’ll be sure you’re using a
proven winner.
Landing Page Builders - Lead Pages
Consideration

Landing Page Builders - Lead Pages
Consideration

Evaluation (Nurturing)
▶ Tools and systems that are designed to help you build
relationship, create credibility, engage with leads, establish
rapport and create qualified buyers.

Customer Relationship Management (CRM) platforms enable you to establish marketing
campaign and nurture sequences that naturally progress the prospect through the
buyer’s journey to a point of propensity to buy.
Automated marketing activities enable you to have a seemingly personalised experience
for the prospect at a scalable level. Key functions: Email, SMS, direct mail, dynamic
triggers, lead scoring, funnels and more.
CRM Automation
Evaluation

Free up to 12,000 emails per month
Automation $10/Month
Not quite a CRM, MailChimp is a simple
but highly cost-effective database and
email management platform that
enables you to:
- Capture new leads
- Automate email workflows
- Segment your database for targeted
communication
- Report on open rates and engagement
- Connect to CRMs
NOTE: MailChimp is used heavily
globally so tonnes of integrations
CRM Automation - Low Cost/Budget
Evaluation

Infusionsoft - starts @ $199/mo (2500 contacts)
Ontraport - starts @ $79/mo (1,000 contacts)
Designed for growing small businesses,
Infusionsoft and Ontraport are great all-in-one
sales and marketing CRMs that enable you to:
- Build a database of contacts with customisable
data points
- Create advanced marketing automation process
(lead scoring, triggers, step sequencing, date
sequencing)
- Create campaign interaction paths to convert
leads to sales
- Trigger sales workflows (tasks, emails,
appointments)
CRM Automation - Growing Small Business
Evaluation

Plans require rep consultation and
onboarding fees
Full-fledged marketing/sales CRMs HubSpot,
Pardot (Salesforce) and Marketo are more
cost-intensive service providers that have the
same type of features as the SME solutions but
advanced options around:
- Reporting and analytics (multi-channel
tracking to conversion, ROI tracking,
full-funnel visualisation
- Dynamic content display (advanced web and
email content personalisation)
- Customisability and integrations with 3rd
party applications (AppExchange)
CRM Automation - Mid Market
Evaluation

Pricing depends on volume of send (as low as 9c per SMS)
A web-interface SMS system that enables you to communicate with prospects, active leads
and existing customers via SMS. Send one-to-few or bulk SMS’ through the online portal or
via email.
- Customise your message with merge fields and custom/branded ‘from’ numbers
- Manage responses, automate replies and opt-outs through the platform
- Report on deliverability and opens
SMS Central
Evaluation

$497 per annum
Webinar Jam is a scalable solution that enable
two-way communication that builds relationship
and drives conversions.
Key features:
- Run live or pre-recorded sessions (or hybrid)
- Create ever-green sessions that can be hosted
and utilised forever
- SMS and email reminders native to platform
- Timing and scarcity functions to drive conversion
- New broadcasting capabilities enable you to
‘push’ to Facebook Live
Webinars - Webinar Jam
Evaluation

Plans start at $89/mo (100 participants)
Perhaps the ‘go-to’ solution for webinar
platforms, GoToWebinar provides a
reliable/stable high-quality solution for
engaging your prospects.
Key features:
- Unlimited registrations enable greater
list building
- Automated email reminders and post
webinar comms
- Custom branding
- Source tracking and analytics / 3rd party
CRM integration for full ROI tracking
Evaluation
Webinars - GoToWebinar (Citrix)

Deep dive
▶ Low cost - Mailchimp Automation
▶ Mid range - Infusionsoft & Ontraport

Conversion (Sales Boosters)
▶ Tools designed to help convert prospects and leads into
paying customers, increase referrals and retention.

Enable targeted polls, surveys and live chatting to activate user queries and take the
opportunities to the next stage of the conversion process.
Create a systemised process within internal or outsourced staff to enable efficient
management of conversations.
Conversion
Live Chat Solutions
Plans start at $21/mo Free for 2 users; $9.99/mo basic Free trial; $9/mo basic

EmbeddedChat is a live chat software that
utilises the Facebook Messenger service to
connect in real-time with website visitors
and engage in conversation.
The process is inherently more ‘social’ and
can lead to strong social actions (page
likes, content sharing, etc) through the
deep integration.
Also allows the conversation to continue as
the interaction is stored in FB, a platform
that nearly everyone is ‘logged into’ at all
times.
Conversion
Live Chat Solutions - EmbeddedChat

Appointment booking solutions enable you to seamlessly create a meeting by making
available to the prospective customer your schedule of availability. Connectivity to your
calendar allows you to ‘share’ with your prospects your availability and provides the
perception of putting the prospect ‘in control’ when in reality it’s on ‘your terms’ as
they are selecting in line with your availability.
This act of the prospect choosing a time creates a psychological commitment to attend.
Conversion
Appointment Booking Solutions

Connectivity to your calendar allows you to
‘share’ with your prospects your
availability.
Time Trade allows you to create schedules
not-only for one-to-one meeting but also to
convert website visitors into leads.
Key features:
- Customisable email and text reminders
- Real-time accurate availability
- Bookings can be made via phone, even
when you don’t answer (great for
out-of-office hours)
Conversion
Appointment Booking Solutions - Time Trade

Free to use; nothing to lose.
Rapportive is a free web-browser extension
for Chrome and Fire-fox that pulls in
LinkedIn profile and other publicly
available content on prospects/contacts
you’re engaging with via email into your
gmail account.
As the name implies, the service exists to
help you understand more about the
person you’re engaging with so that you
can establish greater rapport.
Note: see if you have shared connections
that you can leverage.
Conversion
Rapportive

Freemium ($4.99/mo basic plan)
Boomerang is a Gmail add-on that enables you to
schedule emails to be delivered at designated
times.
Create ‘touch point’ contacts that feel like natural
off the cuff comms, but are actually strategically
scheduled to optimise for the outcome.
Finish the proposal and schedule your email to be
delivered at the 15min before you committed to
sending through.
Set recurring emails to automatically send at
designated times (monthly check-ins with clients)
Conversion
Boomerang - Email Scheduling

Boomerang’s Respondable gmail add-on is
an assistant that uses artificial intelligence
to help you write better, more actionable
emails in real time.
Based on data from millions of messages,
Respondable makes every email you send
more effective:
- Get more responses to your emails
- Always strike the right tone
- Get insight into how you write
Conversion
Boomerang - Respondable

Free to use; nothing to lose
Developed by HubSpot, SideKick is a email
open and click tracking software that
enables you to understand how your
prospects are engaging with your emails.
Key features:
- Know when a your email is opened
- Set notifications to follow up once a
prospect opens an email
- See a prospects ‘entire history’ of activity
at a glance
Conversion
Email Tracking - Sidekick

$12/mo entry-level plan
Like HubSpot’s SideKick, Yesware is another
email tracking software that enables you to
understand how your prospects are engaging
with your emails however it also provides
more advanced follow up capabilities.
Key additional features:
- Customisable templates
- Automated touch point sequencing in line
with your sales process
- Integrations with CRM, gmail and calendars
Conversion
Email Tracking - Yesware

$19 per user/mo; entry-level plan
Quote Roller enables you to easily build
quotes, contracts and proposals which can be
stored as templates to be used time and time
again.
Key additional features:
- Electronic signatures
- Existing templates to build off of
- Workflow automation
- Document analytics to tell where customers
are spending most time reviewing a contract
Conversion
Quote Roller

Deep dive
▶ Embedded Chat
▶ Time Trade

60+ Tools to Boost Your Marketing Effectiveness

Recomendados

Recomendados

Mais conteúdo relacionado

Mais de The Entourage

Mais de The Entourage (7)

Último

Último (20)

60+ Tools to Boost Your Marketing Effectiveness