3 Cool Digital Marketing Tools for Small and New Businesses

​I feel like people often say they do social media for their restaurant or small business or friends company, but they’re missing the point. They’re just typing up a few letters. Posting a photo. Following someone. But it’s much much more than that. You’re missing the boat. How many people come to your website from Twitter? How many Facebook likes lead to sales. Metrics metrics metrics. They’re huge and if you’re not following them, you can’t DM them for more information on what you’re actually doing right and wrong.
 That being said, there are plenty of resources out there to track what you’re doing such as Hootsuite and Google Analytics but before we get to those, you really need to understand how to break it down, actually engage millennials and how to track what you’re doing to make adjustments. 
 First of all, we don’t like to be sold to. “Hi can you buy this?” is often met with silence. We need to be engaged. Coax us into buying by making us feel comfortable with you. Many successful brands are able to put forth an almost human like online presence with jokes, images, and conversations. Slack for example, goes above and beyond just helping people on twitter. They tweet jokes in emojis, shoutout friends and make friendly disses to other brands. They create that “did that company really say that?” effect to create engagement and eventually, customers.

First and foremost, your social media goal should be to creating relatable content. Engagement is the name of the game and 2 retweets just don’t cut it. Once you can craft content that gets users involved, you can drive real results. Which brings us to the aforementioned tools. How do you know what’s working and what’s not working? What can you do differently? Who are your best customers? These are questions marketers have been asking and answering since the advent of marketing. Today, we have some very powerful tools at our disposal.

Google Analytics

The gold standard in internet tracking is Google Analytics. A comprehensive dashboard capable of displaying details on web traffic and interactions and breaking them down more. How many of your web site visitors are from your target market? Analytics knows. How many people are getting to your website from tweets? Analytics knows. Down to the minute details, Google Analytics is able to tell you what is good, and what is great about your website, your blog, or even your app. Orbit media defines 8 great ways for tracking the success of your content as:

  1. Page Views
  2. Views by page source
  3. Page views by title
  4. Referral visits
  5. Social referrals
  6. Weighted sort
  7. Demographic reports
  8. Page value

These key metrics are great for actualizing the effect of your content marketing and can be the key to unlocking your correct target and how to reach them.


Hootsuite is pretty fantastic. It does everything from social media tracking to social media scheduling. After you set up any website and social media platforms, Hootsuite is a must.

It helps connect almost all of your social media platforms onto one dashboard where you can automate posts, track interactions and even receive analytic on when to post. I currently use it for Instagram posts. The likes are rolling in nicely.

The single dashboard integration can allow one person or team to be on top of all social media posts, maintaining a consistent output to the different audiences. A diverse but consistent social media presence can be a serious key to success when it comes to digitally marketing your business. It ties back to the whole understanding your audience concept in Google Analytics.


Moz, at their roots are an SEO consulting company, but, since their inception, they’ve evolved to much more. Moz is very similar to Google Analytics in that they provide an in-depth dashboard for tracking metrics from website to social media. They differ in the fact that they off many tools for taking advantage of what you learn from analytics. At their base, they’re an SEO company.

They are experienced in deciphering what keywords are working. Just like with keywords, they have developed multiple platforms that are able to decipher which content is working and which is not. Two of their offerings, Moz Pro and Moz local are more search oriented. SEO analytics and recommendations and advice for how to rank higher locally are what they are both great at, respectively.

Moz content breaks down how your content is being received by readers and offers advice on how to improve upon that. Their final offering, Followerwonk (this one is insanely cool) is all about optimizing your social presence. It is capable of connecting with influencers and promoting content which can be a boon for your social presence. 
 All three of these tools as well as many more may just be the edge you need to get people into your restaurant, onto your blog, or into your website. 

Originally published at www.daryocummins.co.

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