Fifty Five and Five
digital marketing technologies

6 digital marketing technologies to help you raise your game

  • Our team members share their favourite digital marketing technologies
  • Which tools to use for successful digital marketing

Digital technology is available in its many forms to help you work faster. For marketing, digital tech can improve the quality of your marketing output and, ultimately, help you generate more leads. In this post, we will examine six areas where digital marketing technologies can help you improve your marketing:

  • Social media
  • Paid media
  • SEO
  • Email
  • Reporting
  • Training

Fifty Five and Five are a full-service digital marketing agency, so we have all the bases covered. We spoke to a member from each of our teams about the digital technology they use to help them get the best results for our clients.

6 areas where digital marketing technologies can help

1. Social media management

Social media can be used to build your brand identity, to reach out to your existing customers and to find new audiences. It can be used for thought leadership, to enhance your SEO rankings, and as a direct channel for people to interact with your brand. Most organizations already know this, but there are digital tools out there that can make the job easier and make you more effective at it.

What tools to use and why?

Sprout Social and Hootsuite are two of the most popular tools for enhancing your social media output. These tools, often referred to as ‘social media management solutions’, can provide you with everything you need to take full control of your social media marketing. If it’s greater visibility over your social channels, greater insights about what is working and what isn’t or more control over publishing posts through automation and scheduling, these tools can transform what’s possible with social media. If you want to produce quality posts that engage and grow your social following across multiple channels, then these tools are exactly what you need.

Enrika Ramonaite, Marketing Executive, says:

“Managing many social media accounts can be a time-consuming process. However, with Hootsuite everything is much quicker and easier because you can do it all in one place. This tool not only allows you to schedule social media posts, but Hootsuite also allows you to engage with other accounts and find targeted content without leaving the main page. As a Marketing Executive, I can’t imagine a day without this tool – it’s that good.”

2. Paid media

By picking the right platform and targeting the right demographic, paid media can ensure your message reaches the right audience. However, to do this you need the correct tools to track your campaigns. There are also great tools to help you develop a competitive strategy.

What tools to use and why?

There’s also a great tool called SpyFu, which enables you to carry out PPC competitor research. Whether it’s a competitor’s estimated monthly spend, the keywords that they are targeting or how well their ads are ranking, SpyFu gives you insights to help put together a campaign strategy that is highly competitive.

Aidan Danaher, Account Director, says: 

“Before starting any paid media campaign, it’s extremely important to check out the competition. Who’s targeting the same search terms as you? How much are they spending? Where do they rank? In order to get the results you want, you need to be creative. SpyFu offers a ton of value, particularly in understanding the competition.”

3.   SEO 

Search engine optimisation (SEO) is all about becoming visible and searchable online. It can be tricky, as Google is forever changing its algorithms. Staying on top of these changes is hard enough, but being able to adapt your SEO to these changes to remain competitive is the real challenge.

What tools to use and why?

Moz is your best bet for continued SEO success. Not only does Moz offer great educational resources to keep on top of SEO best practice, but the Moz all-in-one SEO toolset provides the full range of capabilities that you need. These include keyword research, link building, site audits and page insights.

Laura Lopez, Marketing Executive, says:

“What I love about Moz is that it keeps up to date with Google algorithm changes, which is incredibly useful. If I ever see an unusual change in site traffic, I quickly go to Moz’s dashboard and check the cause – like any recent updates from Google. Another useful feature is Moz’s live chat because I can ask them anything and they’re always prompt in providing me with the information I need.”

4. Email

Our email inboxes are awash with communications competing for our attention. With so much competition, you need to make sure you optimise your emails so they stand out from the crowd. Great email marketing isn’t just about open-rates but click-throughs and conversions. It’s not just about getting people to open your emails; you need to offer value.

What tools to use and why?

MailChimp is our tool of choice for sending out emails. MailChimp allows you to automate your email marketing, so you can focus on the strategy to guarantee that your emails add value to the target audience. ‘MailChimp reports’ make it easy to track how successful your emails are at engaging with your audience – the best way to know that your emails are adding value.

Mischa Gatti, Account Manager at Fifty Five and Five, says:

“The drag-and-drop email editor makes it super easy and fast especially for inexperienced users to prepare attractive, functional templates using web fonts, customizable layouts and other personalised formatting features. It’s a perfect solution for small businesses getting off the ground without requiring a significant investment.”

5.   Reporting

It’s interesting that in a recent report, 40% of marketers said that demonstrating the ROI of their marketing activities is one of their greatest priorities. Marketing professionals are under pressure to prove that their campaigns are creating business value. These days, marketing is very much a numbers game. You need to be able to report back to the c-suite with hard evidence that your campaigns are working – otherwise the budget for your next social campaign will dry up.

What tools to use and why?

Most tools and platforms – from the social media platforms like Facebook and Twitter to the dedicated-marketing tools like Hootsuite – offer in-depth analytics. However, for that added bit of magic to pull everything together, Google Analytics stands head and shoulders above as a tool for measuring the bigger picture – in particular by monitoring traffic arriving on your website.

Elise Cannon, Data Analyst at Fifty Five and Five, says:

“Google Analytics is invaluable for my data analytics projects. It helps track historical data for several metrics such as website traffic, sources of traffic, number of users, demographics of users and helps forecast potential changes in the future. You can even set up goals, so you can track how various campaigns impact on the number of leads received specifically due to the campaign.”

6.   Training

In a sector where change is almost always constant – SEO is a great example of this – it is essential to keep on top of the latest marketing platforms. In this respect, to succeed in marketing you need to be a life-long learner. You need to be open to change and ready to pick up new skills all the time.

What tools to use and why?

There are several tools that can help you keep up with the latest digital marketing platforms and skills. Lynda.com is a great example – with a wide range of professional courses and tutorial videos. Another great example is Maya, a tool created by our team at Fifty Five and Five.

Maya started out as a benchmarking tool, which would rank a company’s marketing efforts across its social output, website and blog. Now it identifies where your marketing efforts are lacking and offers training through articles and videos to help you improve those areas. Check it out.

Miles Booth, Account Executive, says: 

“In terms of providing digital marketing understanding, the scope of Maya is endless. Fresh-faced executives are provided with informative, easily-digestible mini-lessons, and grizzled marketeers have a resource which can be used if they’re struggling to remember the intricacies of SEO.”

Why is technology important?

There’s now such a wide range of applications to help B2B marketers that it can be hard to decide what your team requires. A recent HubSpot study  found that along with generating more leads, growing traffic and reducing costs, identifying the right technologies to improve digital marketing was one of the main challenges facing marketing teams in 2018.

We hope this guide can point you in the right direction to find the technology that your marketing team requires.

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Seb Gach

Seb Gach

Seb is a writer at Fifty Five and Five, one of a growing team that put the story at the forefront of everything we do.

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