Full-stack implies constant learning of marketing tools, understanding how they work and fit together.
You will always be on a journey to full-stack marketer. I’m sharing my toolkit to help you begin or continue that journey.
Aim to specialise in one of the skills below and improve your understanding of the others. Get in touch if you have any questions.
A web-based platform to create easy-to-manage websites. Often referred to as a Content Management System (CMS).
- Google Analytics by MonsterInsights
This handy plugin allows you to add Google Analytics tracking code to your WordPress website.
- Yoast SEO
Optimise your WordPress website for search engines with this leading SEO plugin.
Unless you’re a wiz with code, a pre-built theme is the best place to start with your new website. Some knowledge of coding will allow you to modify themes.
- Sitemap Generator
If you still make websites with Dreamweaver this tool creates a sitemap for you. Submit a sitemap to search engines to help them crawl (understand) your website better.
- W3 Schools
Want to learn how to make those theme modifications I mentioned above? Head over to W3 Schools and start learning code today.
- Google Mobile Friendly Test
Find out if your website is mobile-friendly or test a potential theme with this free tool by Google. Includes ‘Next steps’ with each website report.
Do you sell direct? If so consider selling online as part of your shift to digital. WooCommerce is a good starting point for setting up an online shop with WordPress.
- Google Merchant Center
If you sell products online and want them to appear in Google Shopping results, this is the place you need to start.
- Google Analytics
Gain insights into how users are interacting with your website, where the traffic is coming from and which pages could be improved.
- Event Tracking Naming Strategy
Event tracking with Google Analytics helps you track actions like: links clicked, files downloaded and videos viewed. The key to Event tracking is your naming strategy – this post is all you’ll need.
- Setting Up Event Tracking
Once you have a naming protocol sorted here’s a great guide to setting up Event tracking.
Search Engine Optimisation (SEO)
- Google Search Console
Add your site address to Google Search Console to find any issues which could be affecting your website’s performance. Errors such as missing pages (know as ‘404 Errors’) or missing sitemaps can be spotted quickly.
- Moz – Open Site Explorer
Check out which sites are linking to you (and your competitors) with Moz’s Open Site Explorer. I find Moz tools useful for research purposes when doing SEO.
- HubSpot Website Grader
How strong is your website? Get a free overview of your site’s performance. SEO, site speed and Social factors are all considered.
- Screaming Frog SEO Spider
If you’re serious about SEO this is a useful tool. The SEO Spider helps you analyse entire websites by quickly collecting SEO relevant data. You can then interpret the information as you wish by exporting to Excel.
- Pingdom Website Speed Test
Faster websites please users. Reducing load time can also help your SEO efforts. Check the speed of your web pages here and identify what needs improving.
- RankTank Free SEO Tools
Library of SEO tools for use with Google Docs (also free). The ‘Bulk Keyword Position Checker’ is pretty handy – change the domain to see how your competitors rank for the same keywords / phrases.
Pay Per Click Advertising (PPC)
- Google AdWords
Despite your best efforts with SEO, some keywords or phrases may be out of reach. Consider a Google AdWords account to buy your way into these search results.
- Yoast Suggest Output
Search for “your product” here and see what other keyword suggestions you could consider.
- Hemingway Editor
Copywriting is an art and can be difficult at times. This app will help keep your copy focused and clear to read. A personal favourite.
- Portent’s Content Idea Generator
This post title generator is great fun. A quirky little tool to help when your creative juices are running on low.
Why spend time writing great copy for brochures only for them to end up getting dusty on a shelf. Go digital with your brochures and get them online.
I’m a relative newcomer to Email marketing. Creating email campaigns and managing newsletter contacts is easy with MailChimp. Impressed so far.
Useful for keeping up-to-date with industry news. Your Twitter profile can become a voice for you and / or your company. A piece of your brand profile if you like.
- Moz – Followerwonk
Find new people to follow and information about your followers. Tidy analytics tool.
- Google Plus
Although not my first point of call for social media, I’d recommend getting a profile for your business to link it with other products from Google.
Videos are a powerful way to engage customers. You can produce your own videos and host them for free on YouTube. Once on YouTube videos are easy to embed on your own website.
- Up-to-Date Social Media Image Sizes
Anything you do on the web should be optimised. Social media images included. Stick to these guidelines to make sure your images look great and load quickly.
- Social Sharing Plugins for WordPress
So you’ve written some great content, now you want to get the word out. Check out these social plugins for WordPress and let the sharing begin.
- Image Raider
Product photography becomes part of your brand and it ain’t cheap. Track unauthorised usage of your product images with Image Raider.
- Visual Ping
Keeping tabs on competitors is part of the job. Don’t waste your valuable time trawling websites though, let Visual Ping do that for you.
- Intellectual Property Office
Trademarks help protect your brand. Once registered, you can take legal action against anyone who uses your brand without your permission. Previously ipo.gov.uk, this is the place to apply for a trademark.
- Companies House
Thinking of that all important name for a new business or brand? Make sure you’re not treading on any toes by checking registered company names here first.
- TSOHOST – Domain Names
A domain name is as important as the company name. Along with the IPO and Companies House searches, make sure the domain name for your latest idea is available.
Find potential connections with LinkedIn. Also a good way to keep in touch with people in your industry.
Don’t have Customer Relationship Management (CRM) software? Consider Evernote. Evernote will keep you organised and has a powerful search facility. The app works on PC, Mac and Mobile.
A powerful tool for creating forms. Think outside the box with Typeform and the possibilities are endless.
If you have any questions please get in touch