Marketing Tools for Every Business

By Stephanie Gandsey

Marketing is a broad term for the many ways a company tries to separate themselves from competitors and transfer their goods and services to a consumer. Today’s marketing process involves the use of many different types of tools, too many to even list, but the following are generally useful for every company, as long as you have a strategy in place.

  1. Content
    We can all agree that the Internet is not going away any time soon. With smartphones continuing to turn into our mailbox, newspaper, and shopping cart, every business can benefit from getting their content onto the web. What is content? It can be anything from blog posts on solving problems, videos focusing on your people or products, or even relatable news. Content as a tool begins with writing original articles that pertain to your business, then publishing them online—on your own blog page, in your newsletter, on social media sites, and on other sites that can refer to your site.
  2. CRM Systems
    I can already hear you groaning at the use of another acronym, but CRM, or Customer Relationship Management databases are a must for growing companies. These systems create a centralized location for contact data along with helping to encourage a business development culture. Not only can you track touchpoints to your contacts, but you can manage your business pipeline and analyze the data. There are many different types of solutions at many different price points, but a few you may have heard of are, Microsoft Dynamics CRM, Salesforce, and Insightly.
  3. Email Marketing Software
    The most common way to stay in touch with your audience is through email marketing. Email marketing software allows you to send your content quickly and consistently. It also provides a way to track what your clients are interested in so you can make decisions on what direction to take your content so you’re giving your clients what they want. Even if someone doesn’t open your emails every month, it’s good to have a consistent newsletter for brand recognition.
  4. Google Analytics
    There is no cost to connect your website to Google Analytics and see how your site is being used. Not only will you see the number of visitors to your site, but you will also see where on the site people are landing, how long they are staying, where they are coming from, and a lot more. The data collected in Google Analytics is very important in deciding where to take your content and web strategy.

There are many different types of tools to use, but all of them require careful planning with a set goal in mind.

Stephanie Gandsey will be speaking on content marketing and social media in Bartlett, IL on Wednesday, August 30 at 6:30 p.m. For more information, please email Stephanie at

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