16 Free Tools for Digital and Social Media Marketing.

Are you looking for ways to improve and practice digital and social media marketing? Below is a list of valuable free online tools you can use now to test and learn various digital and social media strategies and tactics.

Click here for an updated list of free tools & resources.

1. Google Trends (trends.google.com/trends). You can use Google Trends to identify topic ideas for blogs, websites, social media posts or other online digital content. Brainstorm ideas and then use Google Trends to compare topic options and to optimize content subjects. Look for data such as interest over time, interest by region, related topics, and related queries by category and type of search (Image, Video, News, Shopping).

2. Hemingway App (hemingwayapp.com). Clear, concise, and easy to read copy is essential to effective online writing for websites, email, social media posts and content marketing. Copy and paste your writing into this tool to identify areas for improvement including sentence readability, complicated phrases and words, over use of adverbs and adjectives, and passive voice. This can be great in a draft stage, but be careful not to lose your voice by over simplifying. You don’t have to follow all the recommendations.

3. SEO Analyzer (neilpatel.com/seo-analyzer). Search Engine Optimization is important to draw search traffic to your online content. This tool analyzes an existing website and up to two competitors. It provides scores and recommendations in key areas such as keywords, key phrases (long tail), alt tags, heading tags, meta descriptions, speed, back links, and indexed pages.

4. Google Competitor Research (www.google.com). Search marketing is important to digital strategy. Get insight into keywords and ad copy with competitor research in Google search. First, try different keyword phrases to determine which are used when people are looking to buy (commercial intent) or to learn about a topic (informational intent). Next, get alternative keyword ideas by scrolling to the bottom to see “Searches related to …” Then, view the ad formats, copy and landing pages competitors are using. For more see Gary Victory’s post on the Kissmetrics Blog.

5. Answer The Public (answerthepublic.com). The challenge of Content Marketing and Public Relations is to know what to create. Answer the Public provides auto suggest results based on Google and Bing data. Enter a keyword and get questions people are asking based on the Five Ws of journalism and more (who, what, where, when, why, how, are, can, will). It also provides lists of related prepositions, comparisons and topics. There is a graphical interface and you can download results in a CSV file.

6. Zurmo (demo.zurmo.com/demos/stable/app/index.php/zurmo/default/login). Customer Relationship Management holds other digital efforts together. Have you wondered what it is like to work within an online CRM system if you don’t have one? Zurmo provides a live demo of their open source CRM application with social integration. Filled with test data, you can find an active customer email list, create a task for a follow up, create an opportunity, schedule a meeting, search a leads list, find opportunities, and add a note to colleagues.

7. Banner Sketch (bannersketch.eu). Display advertising can be an important way to increase sales, improve brand awareness and raise share of voice. Banner Sketch is a free web banner ad generator. Select your size and shape, choose colors and background, enter text and frame, add a border and color, and create the banner. The tool supports both moving (gif) and stationary banners with templates and allows you to upload your own photos.

8. Viral Video Chart (adage.com/section/the-viral-video-chart/674). Viral Advertising Videos can be a successful part of a digital and social media strategy. But how do you know what will go viral? While there are no guarantees you can see what has worked in the past and what is working right now. Ad Age’s Viral Video Chart tracks the weekly top viral videos by total social media views provided by Visible Measures.

9. Headline Analyzer (coschedule.com/headline-analyzer). Headlines drive traffic, shares, search results and opens. Use CoSchedule’s Headline Analyzer to improve headlines for websites, blogs, social media posts and email subject lines. After a free sign up, analysis includes word balance of common, uncommon, emotional and power words. It also analyzes length, keywords and sentiment with suggested improvements and provides Google search and email subject line previews.

10. Likealyzer (likealyzer.com/). Do you want some insights into what works for brands on Facebook? Metlwater has created Likealyzer to analyze Facebook brand performance by front page, about, activity, response and engagement. Scores are provided for each category along with specific recommendations and similar pages for brand competitor comparison. Valuable summaries include posts per day, average post length, pages liked, number of events and number of native videos. Also see response rate, response time, people talking about this, total page likes and engagement rate.

11. Followerwonk (moz.com/followerwonk). Followerwonk is a Twitter tool created by Moz to find, analyze and optimize for social growth. With influencer marketing becoming the fastest growing part of digital and social media this tool can help identify top influencers by bios/profiles. You can also analyze influencer followers and analyze the users they follow. Logging in with your Twitter account provides insights into brand current followers, and provides tracking of new and lost followers.

12. Mobile-Friendly Test (search.google.com/test/mobile-friendly). Are you looking for a simple way to test if your web page is mobile-friendly? Try Google’s mobile-friendly test site. This tool provides a nice preview of what your website looks like on a mobile device. It also provides details on any issues found with suggestions for improvement.

13. SimilarWeb (similarweb.com). SimilarWeb provides a report on any website with estimates on total visits over time by mobile and desktop, average visit duration, pages per visit, bounce rate, and traffic by country. It also provides traffic by source from direct, referrals, search (organic and paid), social, email and display ad. Within each of these categories you get a look at each source by percentage such as websites for referrals and social media channels for social. SimilarWeb also provides audience interests, visited websites and competitor/similar websites.

14. Website Grader (website.grader.com). Website Grader is a tool created by HubSpot to analyze websites for inbound marketing across the categories of performance, SEO, mobile and security. Enter your website and email address and you are sent a customized report for factors such as page size, page requests, and page speed. It also looks at browser caching, page redirects, compression, and render blocking. SEO is analyzed by page titles, meta description, headlines, and site map.

15. Psycho-Demographic Profile (applymagicsauce.com). Personalization is an important strategy in digital and social media. This tool gathers information from your Facebook and Twitter accounts to give you a look at the digital footprints you are leaving and what marketers can predict about you from that data. Get ideas about how to target digital and social media content. But also consider the ethical ramifications of accessing and using this behavioral targeting information.

16. Native Ad Quiz (marketplace.org/2013/12/03/tech/quiz-story-ad). Native Ads have become an important part of digital advertising, content marketing and social media strategy. Test your knowledge in this quiz to determine the difference between journalism stories and advertising stories. Then determine best practices for creating native ads and ensure you follow FTC requirements for native advertising.

These are just some of the free online tools I have found to be helpful. For a more complete and updated list of over 300 free and paid tools and resources see postcontrolmarketing.com/links.

For the latest changes in social media strategy consider Asking These Questions To Ensure You Have The Right Social Media Strategy and its a good idea to Perform A Social Media Audit at least once a year.

Paid Social Media: Why You Need It And What Is Available

Paid social media, sometimes known as social advertising or native advertising, is simply paying for distribution or views in social media channels. This can take the form of promoted, sponsored or boosted posts and other types of ads that appear in people’s news feeds or other places in social media channels. Two general terms have emerged to describe paid social media. Social advertising is advertising that relies on social information or networks in generating, targeting, and delivering paid marketing communications. Native advertising is paid marketing communication that delivers useful, interesting and targeted information in a form that looks like the site’s native, or non-ad, content. Some social networks offer other forms of paid such as display ads, text ads, pre-roll, or filters in the network.

Click here for an updated post and template on social media advertising.

The need for paid social has been increasing as organic reach, (percent of followers or fans that see your posts) has been decreasing significantly. Organic reach is the number of unique people who saw a social media post through unpaid distribution. Paid reach is the number of unique people who saw a post as a result of paid distribution. Organic reach is often calculated as a percentage by dividing the total number of users reached by the total number of posts. This is usually collected within a specific time frame such as 30 days. Then the average number of users reached per post is divided by the total number of followers or fans (page Likes). Getting someone to “Follow us on Facebook” doesn’t deliver nearly as much guaranteed exposure today. Below are the average organic reach rates for some of the top social channels:

  • Facebook Average Organic Reach: 2.27%
  • Twitter Average Organic Reach: 3.61%
  • Google+ Average Organic Reach: 0.09%
  • LinkedIn Average Organic Reach: 20%
  • Instagram Average Organic Reach: 20%

Of course, these are averages and there are strategies to get above average organic reach. Some manage to maintain amazing organic reach with high engagement or other methods. A recent study found that some smaller Facebook pages are managing to get average organic reach of up to 11% on Facebook. Yet that is still low and for most paid social is becoming a necessary part of the social media plan.  The good news is that paid social can be one of the more effective forms of paid advertising. eMarketer reports a survey that found nine out of the top 10 most effective marketing tactics included sponsored social media messages. TV commercials were the only nonsocial marketing tactic in the top 10.

Organic is still very important. As the Adobe blog points out, organic (non-paid) social has the benefits of branding without a budget by lowering marketing costs, building loyal brand communities (measured by engagement rates), and taking advantage of new social networks, early adopters and niche audiences. But adding paid social media to organic posts helps extend your message by increasing reach. Paid social also provides customized targeting, retargeting and improved insights with advanced analytics and testing. Another way to consider the use of organic social media posts is an influencer marketing program, which can take many forms on many platforms.

As established social channels grow more crowded and move towards algorithms like Facebook, Instagram and Twitter the number of paid social opportunities are growing. For a quick guide to the top social channels that offer paid options see the free downloadable chart below:

Here is the current list of the top social media paid options (click on each link for more details of each offering).

In social networks Facebook Business offers Boosted Posts and ads that can appear as Sponsored Posts, Suggested Apps or Display Ads. They also now offer Facebook Messenger ads and WhatsApp ads are on the way. LinkedIn Marketing Solutions offers highly targeted Sponsored Content, Sponsored InMail, Display Ads and Text Ads. LinkedIn Talent Solutions also offers specialized options for hiring such as Recruiter, Job Posts, Job Slots, Career Pages, Referrals and Work With Us Ads.

In blogs and forums Tumblr Business offers Sponsored Posts and Carousel Posts, Sponsored Video and a Sponsored Day that pins a brand on the dashboard with an Explore Page tab with exclusive brand content. Also consider Sponsored Blog Posts which is paying for a post to be written on blogs. Sponsored Post Companies or Communities connect companies with bloggers.

In microblogs Twitter Business offers Promoted Tweets for Clicks, Followers, Engagement or Apps Campaigns. And Pinterest for Business offers ads by Promoted Pins to build awareness, increase engagement and drive website traffic. TikTok Ads offers full-screen ad placements and hashtag challenges.

For media sharing social channels YouTube offers in-stream Pre-Roll Ads, Video Ads and In-Video Overlay, plus Display Ads, and Video Mastheads. Instagram for Business offers Sponsored Posts as Photo Ads, Video Ads or Carousel Ads to increase awareness, visits or downloads. Snapchat Advertising offers Snap Ads, Sponsored Geofilters and Sponsored Lenses. Brands can also sponsor LIVE or DISCOVER stories with publisher partners. Periscope offers Sponsored Live Video Broadcasts through Twitter Amplify that include partner names in broadcast titles and branded video highlights with Pre-Roll Ads.

For geo-location or geo-social Foursquare for Business offers ads to Promote Listings, Existing Messages or create Custom Messages based on location, time or action like a check-in. Nextdoor offers Sponsored Posts that appear in users news feeds and daily digest emails. Snapchat Geofilters could also come under this category. Google also now has Promoted Pins for Google Maps.

In ratings and reviews Yelp for Business offers ads to feature businesses first in Relevant Searches and Competitor Business Pages and incentives such as Yelp Deals or Gift Certificates. TripAdvisor offers Sponsored TripAdvisor Custom Content, Pages, Sweepstakes, Advertorials, Maps, Forums and Display Ads. Angie’s List offers Magazine Ads, Newsletter Sponsorships and dedicated product and category Emails.

For social bookmarking Digg Advertising offers Native Advertising by working with brand partners to display and co-created content to be featured on the platform. Buzzfeed Advertise offers “custom content worth sharing” through Custom Social Posts, Video, Promotion and Story Units plus Social Discovery. The newest option is Reddit which offers advertisers the ability to boost organic content already shared by fans with promoted posts.

In social knowledge channels Quora Advertising offers ads that appear below relevant questions as “Promoted by” with a “Learn More” link. Ask.fm for Partners offers many options for advertising in Apps, Mobile Web and Desktop. Also consider Podcast Advertising which is Sponsoring a Podcast and the host of the show usually reads Promotional Messages for the brand and/or has Special Offers for listeners.

How can you use paid ads to support your social media marketing? Social Media Examiner reports native ads can help build brand awareness by attracting new audiences to new content or gaining a larger audience for previously published posts. Marketers can also create specific campaigns to grow followers, increase engagement and drive website traffic or app downloads.

Unlike traditional online ads, paid social ads have the advantage of building social proof (likes, comments, shares) which increases credibility and trust. Promoted or sponsored posts can also improve SEO generating more awareness which equals more authority (links and social signals) to produce better rankings. Marketers can retarget native ads to people who have come to their website to view a product or service or boost reach of content that was already successful for further exposure to a larger audience.

An added benefit of paid social media is that in most channels marketers only pay for the first interaction. If someone chooses to share your paid post subsequent views and shares are free. Yet, to get those initial interactions that lead to free organic exposure content must relevant, enticing and valuable. Most channels also offer highly targeted audience reach that can deliver native ads based on demographics, search interest, behavior, lists, lookalike audiences, job titles, industry, groups, geographic area, etc. This targeting also helps in creating content that is relevant and meaningful to that specific audience.

Many of the channels also have robust advertising dashboards to create ads, manage campaigns, set up budgets, and track results. These dashboards like Facebook Ads Manager or other third party options can make it easy to set up A/B split tests to test different aspects of ads including offers, visuals, headlines, call to actions or target audience. Detailed analytics helps to optimize paid efforts over time. Also social media monitoring platforms like Hootsuite are now adding social ad integration so brands can create and manage new ad campaigns on major networks such as Facebook, Instagram, Twitter, and Pinterest all within The Hootsuite dashboard.

To consider the bigger picture in social media marketing Ask These Questions To Ensure You Have The Right Strategy.