8 Digital Marketing Research Tools You Must Know

Digital Marketing Research Tools

Research is essential to the success of any marketing campaign.

Without proper planning and research, you are making your tasks when starting a campaign a lot harder. Always do your research and plan this will not only make your job easier but you will learn a lot more things in the process.

1. Google Trends

Google Trends lets you see the latest trends, data, and visualizations from Google and find out what’s trending near you right now.

It can give you validation on an idea pretty fast and it is very easy to use.

Simply go to the website and type the keyword or the industry name you are interested in a hit “Enter”.

You can also add other terms so you can compare data.

They also show you an interest by region on a map and also related queries

You can also search by countries, time period, categories and type of search which includes Youtube search.

And as you may know, Youtube is the second-biggest search engine in the world.

So if you are going to start a business, research competitors, create a new campaign or just curious about certain words Google Trends is one awesome tool you can use!

2. Google Keyword Planner

So there are two opinions on the Google Keyword tool there are the people who love it and the people who hate it and think it’s data is misleading.

I will not be telling you what I think I will just tell you how you can use it in the best way possible.

What is the Google Keyword tool?

It’s a feature in Google Adwords which I will be talking about later in this article. It’s located in the “Tools” tab.

It is similar to Google Trends but it gives you actual numbers you can work with.

 

You can choose one or more keywords, choose the country and the language you want and see approximately how many times your word is searched.

You can see if the competition is “High”, “”Medium” or “Low” and what is the suggested bid for that keyword.

I do not recommend to use only the Google Keyword tool to research your keywords, but it is a great tool to begin with, to get some kind of idea on volumes.

A cool thing about the keyword tool is that you can export the data and import it somewhere else.

Also, you can start a Google Adwords campaign directly while you research your keywords which I also don’t recommend.

What I recommend is that you check it out and find out if it fits your needs.

3. Ahrefs

Probably one of the best SEO and SEM tools on the market.

Why?

Mainly because you can learn almost everything about your competitors with the Ahrefs Site Explorer.

What it gives you is the opportunity to learn where your competitors get traffic, where they rank for specific keywords in Google Search, how many backlinks and who exactly links to their website and much more.

For instance, you can set “Alerts” so each time a website ranks for a keyword or receives a mention somewhere on the web.

Also with their “Content Explorer” they give you the opportunity to find the most shared content on the web.

Here you can see the most shared article about iPhone cases with a total of 91k shares.

You can, of course, filter that in many ways. https://lcontacts.herokuapp.com/embed/button/contribute?pubUrlSlug=marketing-102&tmilis=1487912579092


Another great feature and my favorite is the Keywords Explorer 2.0

It has an enormous database of keywords and you can research keywords in 170 countries.

It shows you accurate search volume data, how many searches are with clicks and how many searches remain without clicks.

Another awesome thing about the keyword tool is that it shows you the keyword difficulty in other words. How hard is to rank for that specific words.

It has a ranking history graph, a very detailed SERP analysis with all the data you need in order to make a plan and a marketing strategy.

Last but not least, thousands of keyword ideas with all the metrics you need to know in order to make your decision easier.

Since I make my decisions based on data I can say that I really like how Ahrefs works.

If you are an App developer or a Marketing Manager in a startup that has an App, you need Appannie.

It is the best tool for tracking competitors in almost every app store there is.

Here is a screenshot on how you can use it.

The coolest feature in my opinion is the ASO (App Search Optimisation).

What it does is that it shows you where your app is ranking on a specific keyword in Google Play and Apple Store.

Based on that you can edit your titles and descriptions when you upload a new version of your app.

It’s pretty real-time so you can test different text in a matter of days and see what works better for you.

5. Serpstat

Serpstat is also an amazing keyword tool that I love.

It’s similar to Ahrefs. I use it mainly to compare data and because the data for some countries is more accurate than other tools.

Recently the guys made a redesign of the dashboards and now it looks amazing.

Here is a screenshot from the keywords tracking tool

You can also track competitors keywords, backlinks and much more.

It is a super easy to use and you should check it out.

6. SimilarWeb

SimilarWeb it the first tool that I use to get an Idea for a website.

What it does is give you an estimated traffic of a website, what are the sources of that traffic, what are the countries, a basic idea of the keywords that the websites ranks for and some other cool stuff.

I mostly use the Chrome extension that they have because as I said it gives me the information I need to decide if I want to go further with research or not.

For instance when someone contacts me with a review proposition or something like that I open the website and see what traffic that website does and where is it from.

7. Buzzsumo

Buzzsumo is a tool for content discovery. It will analyze a certain topic or competitor that you give it and tell you the content that performs best.

 

If you have writer’s block or want to see what are the best posts about something just type it in and you will get your answers.

You can even see who shared the content with twitter and contact them when you have yours ready.

8. Facebook audience Insights

One of the most powerful and underestimated tools that exist right now. As we know Facebook has one of the best targeting ad systems that has ever been built since it has tons of data for all of us.

If you learn to use this tool you will make your job as a marketer a lot easier.

The cool thing is that it is super easy to use and you will not waste days trying to figure out how it works.

It can help you make a plan for a Facebook Ads campaign in the best way.

You can see how many people you can reach based on country, interests, devices they are using, behavior, habits and even life events.

It shows you demographic data and for some countries, you can even search by household income.

Also, you can see what other interests the people you want to target have and what is the best way to target them.

You can create an audience for an advertising campaign right there and instantly start using it without having to do it all over again. https://lcontacts.herokuapp.com/embed/button/contribute?pubUrlSlug=marketing-102&tmilis=1487912579092


 

A Step By Step Guide To Facebook Ad Objectives

 Facebook Ads

As you know Facebook is the biggest Social Network in the world with an average of 25.5 Billion visits per month, average session duration of 16 minutes and 5 seconds and an estimate of 14.36 scrolls per visit.

Exactly because of those numbers and the ability to collect data Facebook Ads is, in my opinion the most powerful ad network right now. So if you don’t use it for marketing purposes you should learn how and start immediately!

There are many types of ads you can place in Facebook based on where are the users you are targeting in you marketing funnel.

 

The ad types speak for themselves but I will try to explain them better with a few words.

  • Boost Posts — This type of ad is for the posts on your Facebook Page (already posted or not) they can be photos, links, videos, events, and offers
  • Promote your page — If you want to get more likes on your Facebook Page you should use this type of ad because it is optimized for People that are more likely to like your page (based on your targeting of course)
  • Reach people near your business
  • Increase brand awareness — This type of ad is to be used when you just want to reach as many people as you want so they learn about your brand

Consideration

  • Send people to a place on or off Facebook (Clicks to website) — One of the most used Ad types by Facebook Marketers. What it does is that it sends traffic to your website and by default it’s targeted to people that are more likely to click on your ad.
  • Get installs your app — If you want to drive users to install your app this is the type of ad you should be placing.
  • Raise attendance to an event — This type of ad is targeted to people that are likely to attend an event based on your targeting.
  • Get Video Views — One of the most powerful types of ads in my opinion not just because video on Facebook has exploded but you can create Audiences of people based on how long they watched a certain video! This is great because you can create amazing automated funnels based on how people engage with your content!
  • Collect leads for a business — Another super powerful type of ad that is very underestimated by businesses. You see Conversion rates on landing pages have a lot of variables one of which is the speed of the page. With this type of Facebook ad, you can collect a lead directly on Facebook without the user even leaving.

Of course most of the times the user has to receive something in return so you can send

Him to a thank you page that is off Facebook.

After you have his email you can use it via integration with some of the biggest email CRMs or just download it and use it however you want. No spam of course!

Conversion

  • Increase conversion (mostly sales) on your website — This type of ad I love the most. For it to work properly tho you need to set up your Facebook Pixel the right way. This means that you have to put it on every page of your website and report different events based on what the user is doing

For example, if a user is viewing a product on your website you must send the ViewContent event.

If he is in the Cart you must send the AddtoCart event.

The most important event you must log in the Purchase event. You must log it on your thank you page with ALL the Parameters that the Purchase includes.

Here is a [link] with every Event and all it’s parameters. Give it to your developer.

This is very important to do because as I said Facebook has massive amounts of data for every one of us and based on those events it can create a profile of you perfect buyer so you can get the best ROI for your ad spend. Also, you can create lists with people that are similar to your perfect buyer which is called Lookalike audience.

  • Increase engagement in your app — If you have set your Apps events the right way you will be able to show personalized ads to people using your app. For example, if a user is close to completing a level but hasn’t visited the app in 1 week, you can show him an ad that tells him that he is close to completing that level.
  • Get people to Claim an offer — As you know your are able to post an offer in Facebook. This type of ad targets people that are most likely to claim your offer.
  • Promote product catalog — This type of ad is mainly for people that own big store. This a basically Dynamic Remarketing Ads. These type of ads are of the most profitable for marketers because they show to the user the exact product that he was looking at. With these types of ads you can show the user that right now only for him this product has a discount and most of the times he will buy. Dynamic ads increase the CTR and reduce the cost per purchase!

The best thing about Facebook Ads is the Pixel

What the pixel is, is a chunk of code that helps you track what users do on your website.

Based on that you can create personalized ads specially for them.

But that’s not all.

Facebook is so good at targeting it offers you to create audiences that are similar to the people you are tracking. They are called “Lookalike Audiences”.

You can create this kind of audience for the people that have already converted on your website or app.

Based on that Facebook creates a profile and helps you show your ad to people that are likely to convert too.

In order for this to work Facebook needs to gather information so it will not happen right away.

The other thing is that you have to put the Tracking Pixel In a way so it can track the exact steps of a user before he converts.

It can be a bit hard on some websites but by far this is the thing that has brought me the highest ROI based on ad spend.

A Step By Step Guide To Google Adwords

Google Adwords

Google Adwords is the tool that made Google $67.39 billion in 2015 alone according to statista.com

 

It is one of the most used and complex ad platforms ever.

So if you are a marketer you definitely need to learn how to use it. At least the basics because it is not a coincidence that people get hired for doing just Google Adwords.

It’s capabilities are massive and you will need quite a lot of time to learn all the things it can do.

I recommend the Google Partners Certification Program

Google Adwords is very important because you can use a lot of channels that are connected to Google via Adsesnse and Tap into Google Search.

I am sure that everyone has seen this

Google Ads Screenshot

This screenshot has been taken on a 1920×1080 monitor and you can see that 70% of the visible part of the page search results are Ads.

With Google Adwords you can be there. And this is important because of the graph you are going to see next. 36% of people in the US have researched the item from a search engine.

Also the majority of banners that you see in websites are served via Google AdSense. With Google Adwords, you can advertise on websites that are using Google AdSense. You can target them in very different ways.

Keywords -This means that you can target websites or apps that are contextually matched with the keywords you want or have that specific keywords in their content. For example, I want to target articles in websites that are doing WordPress theme reviews. Than I will choose the option only to show my ads where “best WordPress themes” is present in the content of the website

Topics -Here you can target websites on certain topics. For example, you can target websites that usually write about SEO and Affiliate Marketing like so

Interests & Remarketing -This type of targeting means that you can target people based on what Google they might be interested in. The cool thing is that here you have a couple of options. You can choose “Affinity Audiences” — Target People in large numbers based on their long-term interests, “In-market Audiences” — Reach people that are actively searching and comparing products like yours, “Remarketing” — Terget people that already had interaction with your website or app, “Customer email lists” — You can show ads in Gmail to people that have provided you with their Gmail email address.

Placements — Choosing this you can target people that visit specific websites. Let’s say that you sell Macbook Pro Accessories and know your potential customers read Macworld.com. You can tell Adwords to show ads only on this website. To make the targeting even better you can combine Targeting Preferences. What this means is that I can show ads to people who read Macworld.com and read articles that contain the keyword “Macbook Pro Accessories”.

Demographics — Of course, you can target people by their demographic profile too.

Of course this is a very small part of what Google Adwords can do, as I said.

In my opinion, it is essential for a modern marketer to know how it works.

3 Analytics Tools That Will 10x Your Productivity

Analytics Tools

For one to be successful in the long-term one must learn how to analyze.

Successful campaigns or mistakes can be tracked and optimized.

Here are some of the best Analytics tools.

1. Google analytics

There are many data-sources on how many websites use Google Analytics.

In a post from 2015 Marketing land says that Google analytics is used by 30–50 Million websites.

Other data-sources like W3Techs say that Google Analytics is used by 54.9% of all the websites, that is a traffic analysis tool market share of 83.5%.

Either way no matter how many websites use it is one of the most popular analytics tools in the world and if you are Digital Marketer, Growth hacker, Marketing Manager and even a CEO you must learn how to use it.

With Google Analytics you can track everything about your users even what resolution screen they are using.

 

You can create all kinds of reports and thus learn more about the people using your service.

Where they come from, which channel provides the most leads, sales, downloads etc.

You can even perform A/B testing!

It is extremely powerful if you know how to use it and if you invest more time to understand it you can only win.

Here is a link with the Google Analytics Academy

2. Facebook analytics for apps

Facebook has recently gone into the direction of becoming a whole in one Marketing platform.

The Facebook Analytics for Apps recently came out of beta and it is one of the most powerfull analytics for apps tools there is if not the most powerful one.

Why am I saying that?

Well in the platform you can everything you need to know about a user.

It is by far one of the most accurate demographic segmentation ever.

And that’s not all. If you don’t know the Facebook Applications has a lot of permissions that you grant when you install it.

But the true power of it comes when you set it up just like they want you to.

With events.

You see with Facebook analytics for apps you can track specific actions that users have taken in your app and create a segment to target them.

Yes.

You can show ads to people based on specific events.

For instance, you can show personalized ads to people that haven’t completed the level of your game or give a discount to people that were one step away from subscribing to your service.

Also you can create Lookalike audiences to those segments but and I will talk about why this is amazing when we get to the Facebook Ads tool.

Last but not least there are “Push Campaigns”.

Push Campaigns feature is part of the Facebook Analytics for Apps SDK and it gives you the opportunity to send Push Notifications to your users totally for FREE!

There are two types of Push Notifications

  • In-app Notifications — Pop-up screens that show up while the user is in your application
  • Push Notifications — Notifications when the user is not using your application

The best part is that you can use Push Campaigns with the Events and instead of paying for ads you can get to your users for free.

3. Yandex Metrica

Yandex is the Russian equivalent of Google so of course, they have their on Analytics.

Yandex Metrika is good for two things the most.

  • Free heatmaps — Heatmaps basically show where people click on your website. Most heatmap tools are paid but this is not and it’s pretty good
  • Video recording — When you enable it Yandex gives you the opportunity to watch what users are doing on your website. Yep video. You can’t see the passwords of the users but you can see everything else so use this with caution and make sure you mention it in your Terms of service

Find Inspirational Website Designs in Less Than 30 Seconds

1. Lapa.ninja

This is my favorite website for Landing Page inspiration.

It has a lot of screenshots of websites and landing pages all in one place. If you feel the need to be inspired by a website design just browse for a while.

2. Behance

Maybe the most famous and big designer portfolio website in the world.

If you need to be inspired in any way not just web-design but architecture, typography, motion-graphics or anything that is designer related this is the place to check out.

It’s awesome if you are trying to find a good designer to do something for you.

3. Dribbble

My favorite designer portfolio website. Here you can see case studies, animation, logo designs and basically everything designer related from big companies or really really good freelancers.

You can stay on top of modern trends and really learn a lot. Plus most things that are posted are really awesome!

4. Unsplash

This is THE (di) BEST website that I have found for awesome AND free photos. Anytime I need something cool for a Landing page or a Ad or an email or just want browse for ideas I visit this awesome place.

Another thing is that I really love the culture of the people that stand behind this awesome project!

Make sure to check it out you will not be disappointed! https://lcontacts.herokuapp.com/embed/button/contribute?pubUrlSlug=marketing-102&tmilis=1487912579092