100 Online Marketing Tools for Smart Marketers

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Do you want to give your marketing skill an edge over others?

Are you looking for the best digital marketing tools to grow your business?

Digital marketing is diverse and ever-changing. There always seems to be new tools, tips, hacks, trends and tricks. People expect marketers to be jacks-of-all-trades. Despite keeping up with all the new tools and mastering a multitude of existing ones, they don’t get the deserving recognition.

You can call the marketing profession a Swiss Army Knife. But, it is much more complicated.

The list of tools marketers use – often referred to as a marketing stack – covers an array of uses and needs. There are tools available for startups and small business, while other tools are available for huge budget companies.  Anyone is likely to get overwhelmed with them.

I’ll make it easy for you.  In this article, I have compiled 100 tools to optimize your online marketing approaches. I segmented my list of tools into different sections, so you can know what tools are the best for different functions of the job. They will surely automate, enhance and streamline your online marketing campaign.

Here are the types of tools I discussed in this article:

  • PPC Tools
  • SEO Tools
  • Social Media Tools
  • Content Marketing Tools
  • Analytics and CRO (Conversion Rate Optimization) Tools

marketing tools

Without further ado, let’s explore the must-have tools for online marketing in 2017:

Online Marketing Tools for PPC

  1. AdWords Editor – AdWords Editor is one of Google’s most popular tools. Search marketers love this tool very much because it streamlines their PPC campaigns, and saves efforts and valuable time.
  • Best for: bulk editing, tweaking ads and keywords.
  • Cost: free
  1. Keyword Planner – although it’s quite similar to AdWords Editor, it can perform an array of tasks associated with keywords. It is useful in content marketing, SEO and AdWords Campaigns.
  • Best for: finding the keywords that are most relevant to your marketing campaign.
  • Cost: free
  1. Bing Ads Editor – there’s no alternative to this tool when it comes to managing Bing Ads Campaigns.
  • Best for: offering solutions for all types of Bing Ad Campaigns.
  • Cost: free
  1. AdWords Scripts – a much-loved tool for PPC marketers, AdWords Scripts will enable you to automate common processes. It requires a basic knowledge on JavaScript though.
  • Best for: controlling AdWords data programmatically.
  • Cost: free
  1. AdWords Performance Grader – it only takes 60 seconds or less to perform a complete PPC audit of an AdWords account. Through its auditing, it fetches valuable information for your PPC campaign.
  • Best for: auditing and finding out flaws to improve on in a PPC campaign.
  • Cost: free
  1. Bing Ads Intelligence – anybody who has used AdWords will find Bing Intelligence quite similar. It may be because Microsoft wanted to help advertisers run complementary campaigns. However, it offers excellent reporting functionality.
  • Best for: offering excellent reporting analysis.
  • Cost: free
  1. Bing Ads Grader – WordStream has a tool to grade a campaign’s performance on AdWords. WordStream published another tool that specializes in evaluating the strength of a Bing Ads account. The tool is Bing Ads Grader.
  • Best for: evaluating the performance of a Bing Ads account and delivering advice on how to improve.
  • Cost: free
  1. PPC Keyword Wrapper – if used correctly, this tool can add great value to your PPC campaign. Just insert one or more keywords that you want to “wrap”. Wrapping means sorting keywords into groups.
  • Best for: offering valuable information on buying traffic from search engines, on-page SEO and link building.
  • Cost: free
  1. Google Trends – trend data is extremely valuable in adjusting PPC campaigns. Seasons demand different things. And, Google Trends can offer valuable information that you can use to design your PPC campaign as per seasonal demand.
  • Best for: designing campaigns to match seasonal need.
  • Cost: free
  1. Phrase Builder – sometimes we need a huge supply of keywords to optimize our content. Phrase Builder one such tool to generate tons of keywords.
  • Best for: quickly producing a bulk of keywords
  • Cost: free
  1. Analysis Toolpak for Excel – it boasts a ton of additional features that can be of great use to PPC marketers. Toolpak for Excel is a must have for power users of Excel.
  • Best for: performing complex data analysis.
  • Cost: free
  1. Soovle – the tool examines and displays auto-complete suggestions collected from a variety of authority websites. The websites include Google, Wikipedia, YouTube, and Amazon.
  • Best for: delivering suggestions based on your criteria.
  • Cost: free
  1. Convertable – in order to qualify leads, you need to learn about them. Learning about them is one of the biggest challenges in lead generation campaigns. Convertable makes all this process easier.
  • Best for: offering valuable data on your leads to qualify them.
  • Cost: free
  1. UberSuggest – one of the most frequently third-party tools used by PPC marketers. It gained much prominence due to its robust support for foreign language.
  • Best for: finding new keywords quickly that are not available in Google Keyword Planner.
  • Cost: free
  1. SplitTester – forecasting the CTR of two different ads is not an easy task. It requires rigorous A/B testing. And. SplitTester is one such tool that specializes in such task.
  • Best for: predicting how two different ads perform in the long term.
  • Cost: free
  1. WordStream Landing Page Grader – the success of any PPC campaign largely depends on how strong landing pages are. This Landing Page Grader by WordStream will show you the ways you can improve your landing pages.
  • Best for: offering information on how you can improve your landing pages.
  • Cost: free
  1. iSpionage – this tool lets you spy on your competitors and discover the keywords they are using. With the information sourced, you can make constructive decisions on your own campaigns.
  • Best for: finding profitable keywords and learning about other advertisers.
  • Cost: plans starting at $59 per month
  1. SEMrush – one of the most popular tools among SEO experts and marketing leaders. It helps you receive insights into your competitors’ strategies. Moreover, you can get all the important metrics required for keyword rankings, competitors and on-page health.
  • Best for: gaining unbeatable marketing insights for your SEO campaign.
  • Cost: plans starting at $69.95 per month
  1. SpyFu – it is a competitive analysis tool. Popular for some really cool features, it enables you to download CSV files of your competitors’ keywords. It has a splendid interface and offers plenty of information in one place.
  • Best for: revealing secret formula for achieving success in search marketing.
  • Cost: plans starting at $33 per month
  1. KeywordSpy – an effective keyword research tool that will help you outperform your competitors. It allows ad copying and offers keyword combination information.
  • Best for: researching keywords used by successful companies.
  • Cost: plans starting at $79 per month
  1. WhatRunsWhere – often praised for its efficiency in sourcing advertising related data, WhatRunsWhere covers over 150,000 display advertisers. It digs through 90 ad networks in 15 countries.
  • Best for: gaining an edge in display advertising.
  • Cost: plans starting at $175 per month
  1. The Search Monitor – one of the most useful competitive intelligence tools. PPC marketers can use the Search Monitor to gain valuable information.
  • Best for: examining data on sponsored listings.
  • Cost: plans starting at $249 per month.
  1. AdGooroo – this tool offers insights on your campaign performance. We all want to know how our competitors are doing across text ads, SEO and product listing ads. And, AdGooroo offer an intuitive way to learn about all this.
  • Best for: gaining tactical, strategic and trademark insight.
  • Cost: ask AdGooroo for a quotation
  1. Typo Generator – exclusively built for PPC experts, Typo Generator is useful for targeting exact match types in your campaign.
  • Best for: creating a list of low competition lower search volume keywords for your PPC campaign.
  • Cost: free
  1. Keyword Niche Finder – looking for keyword niches for your platform? Use Keyword Niche Finder. The name of this is self-explanatory.
  • Best for: finding keyword niches and structuring your campaigns accordingly.
  • Cost: free

SEO Tools

  1. Google Suggest – an invaluable free tool. It proves its worth when you need content ideas.
  • Best for: generating keyword and content ideas.
  • Cost: fee
  1. Ahrefs – it is a must have tool for any kind of SEO campaign. It is extremely popular for its wide range of functionality.
  • Best for: every SEO action; from content referral information to link profile data.
  • Cost: freemium plan for beginners; pro plans starting at $79 per month
  1. Majestic – Majestic claims to be the world’s largest link index database. It is the go-to tool for many SEO experts when it comes to handling hefty task. Majestic has its own API. As a result, you can work with your own data sets.
  • Best for: SEO professionals, media analysts, developers and entrepreneurs.
  • Cost: plans starting at $49.99 per month
  1. Compete – how cool will it be to know how much traffic your blog site attracts? It can be difficult to know, unless you have Compete.
  • Best for: customizing reports based on primary and secondary metrics.
  • Cost: pro plans starting at $249 per month
  1. DeepCrawl – how hassling is to migrate to a new site? But, with DeepCrawl, you can test whether your existing site will perform well in a live server.
  • Best for: checking sites in a safe environment, redirects, reviewing canonicalized pages, etc.
  • Cost: plans starting at $80 per month
  1. Anchor Text Over Optimization – over-optimized anchor texts may result in a penalty from Google. But, this tool will help you search for, and identify them.
  • Best for: identifying over-optimized anchor texts on external sites.
  • Cost: free
  1. SEO Title Tag – find optimizing title tags difficult? SEO Title Tag enables you to optimize pesky title tags in minutes.
  • Best for: optimizing title tags
  • Cost: free
  1. Domain Hunter Plus – it is a free Chrome plugin. You can simply check for broken links right on your browser.
  • Best for: examining hundreds of links on a single page and providing error status for further diagnosis.
  • Cost: free
  1. Keyword Map – a small tool, but powerful in application; Keyword Map allows you to build keyword maps for your website architecture.
  • Best for: SEO tactics intended to build keyword maps.
  • Cost: plans starting at $27 per month
  1. MozLocal – undoubtedly one of the best tools for local SEO strategies. If you are a small business owner, worrying about ranking in the search engines, then MozLocal is a handy tool.
  • Best for: helping smaller sites rank competitively in the search engine result pages (SERPs).
  • Cost : year-based plans starting at $84 per month
  1. Google SERP Snippet Optimization Tool – a popular online tool for predicting how your webpage will look in Google’s SERPs.
  • Best for: simulating Google’s SERPs to predict a webpage’s status on.
  • Cost: free
  1. Internet Marketing Ninjas SEO Tools – it is a suite of tools that can help you with a variety of SEO technical tasks.
  • Best for: checking for broken links, images analyzing links, and also for on-page optimization.
  • Cost: free
  1. Linkstant – it’s a link checking tool that delivers immediate results. The name implies links + instant; Linkstant.
  • Best for: checking link with instant results.
  • Cost: plans starting at $7 per month
  1. MozCast – Google constantly updates its algorithms to make itself more accurate. But, keeping up with all the changes can be hard. That’s when you need MozCast.
  • Best for: monitoring how algorithms have changed over the past day or week.
  • Cost: free
  1. Rank Checker for Firefox – it is a free add-on for Mozilla Firefox. It lets you check your rankings without the involvement of a third party.
  • Best for: checking ranks on Firefox.
  • Cost: free
  1. Schema Creator – want to jumpstart schema microdata for your site? Schema Creator can be such a powerful tool to handle generating schema microdata.
  • Best for: adding schema microdata to your site.
  • Cost: free
  1. Seer SEO Toolbox – looking for a suite of tools to kick off your SEO campaign? Seer SEO Toolbox can be a complete solution for your technical SEO work.
  • Best for – pulling SEO data from multiple sources into one place.
  • Cost: free
  1. SEO Tools for Excel – as integral as Excel is for PPC counterparts, Excel is also required as part of SEO workflow. And, these SEO tools for Excel center on SEO tactics.
  • Best for: providing SEO-centric functionality.
  • Cost: free
  1. SEOgadget Tools – if you have already used SEO Tools for Excel, you will find this SEOgadget quite similar. However, this one offer more functionality than Tools for Excel does.
  • Best for: offering support services for Majestic SEO, Grepword and Moz.
  • Cost: free
  1. Similar Page Checker – not sure whether your site has duplicate content? Duplicate content will enforce several Google penalties on your site. And, this tool is useful in examining whether your WebPages contain any duplicate content.
  • Best for: comparing pages for duplicate content.
  • Cost: free
  1. URI Valet – an SEO expert sometimes needs to check server headers. To make their job easy, there is an exclusive tool called URI Valet.
  • Best for: checking server headers.
  • Cost: free
  1. Xenu’s Link Sleuth – need to check whether your site has broken links? Use this sophisticated tool to find out.
  • Best for: finding broken links on a site quickly.
  • Cost: free
  1. MozBar – it’s a browser extension. It is popular among SEO experts due to its efficiency in performing a wide range of SEO tasks.
  • Best for: analyzing keyword ranking data, schema validation and reporting on SEO metrics.
  • Cost: free
  1. The Alexa Toolbar for Chrome – how cool will it be to look at all information regarding the site you’re visiting? This tool will keep you privy to such information.
  • Best for: gathering information on traffic rankings, user reviews and inbound links.
  • Cost: free
  1. Mozscape API – love working with raw data? Mozscape API has a warehouse of billions of URLs. And, you can work with intelligent metrics as well.
  • Best for: building an inbound marketing or an SEO campaign.
  • Cost: free for limited use, and plans starting at $50 per month
  1. Open Site Explorer – Moz can undoubtedly claim supremacy when it comes to SEO tools. But, Open Site Explorer is important to SEO campaigns and to digital marketing as well.
  • Best for: developing an excellent inbound link profile.
  • Cost: free
  1. Screaming Frog SEO Spider – it is widely considered as one of the most comprehensive technical SEO tools. It really is; offering a thorough SEO analysis of over 30 metrics.
  • Best for: performing an in-depth SEO audit.
  • Cost: free

Social Media Tools

  1. Hootsuite – Hootsuite is one of the most widely-used social media management tools. Hootsuite is nearly a one-stop solution for social management tasks.
  • Best for: offering all the social media management functionality.
  • Cost: free for limited use, pro plans starting at $9.99 per month
  1. TweetDeck – running a Twitter campaign? You will find something amiss. Don’t worry! Because TweetDeck has all the functionality you have been looking for on Twitter.
  • Best for: offering essential functionality Twitter doesn’t have built in.
  • Cost: free
  1. Buffer – Buffer is extremely popular for managing social media accounts efficiently. What distinguishes Buffer from others is that it offers one of the simplest platforms.
  • Best for: managing multiple social media accounts efficiently.
  • Cost: free for limited use, pro plans starting at $10 per month
  1. IFTTT – IFTTT stands for If This, Then That. It offers extreme ease in using multiple apps efficiently. IFTTT keeps your multiple apps connected and automates tasks by creating logic-driven workflows.
  • Best for: creating social media updates and keeping multiple apps connected.
  • Cost: free
  1. BuzzSumo – some may object to BuzzSumo being placed in this Social Media category. Actually it can fall into many categories.
  • Best for: finding out information on content and where they are shared across networks.
  • Cost: plans starting at $99 per month
  1. Post Planner – this is an in-built Facebook. It allows content scheduling through an advanced dashboard. It is used by more than 200,000 individuals and startups.
  • Best for: tracking content and competition; thereby increasing visibility.
  • Cost: free
  1. Social Clout –are you targeting your posts as effectively as possible? Find out about it with Social Clout. It is a social media return on investment optimizer tool.
  • Best for: carrying out comparative analysis on the competition and improving targeting.
  • Cost: comes free with limited use; pro plans starting at $49 per month
  1. Social Oomph – with Social Oomph, you can perform a little bit of everything. Its range of actions includes keyword tracking, post scheduling, multiple account connectivity, etc.
  • Best for: keyword tracking, post scheduling, draft management and mentions monitoring.
  • Cost: free for limited use, pro plans starting at $6.97 per 2-week period
  1. Tweepi – a great Twitter management tool that allows you to control your Twitter accounts easily.
  • Best for: viewing who’s not following you and even forcing inactive and undesirable accounts to unfollow you.
  • Cost: free for limited use, pro plans starting at $7.49 per month
  1. Save Publishing – it’s a very effective tool for the people who want to upgrade their tweets. It rummages through the Web for indentifying passages of 140 characters and finding takeaways related to your content.
  • Best for: finding quotes and takeaways from you other sources or your content.
  • Cost: free
  1. SocialFlow – SocialFlow is not about controlling your social media accounts. But, it analyzes a multitude of metrics and reveals moments best for publishing your content.
  • Best for: determining precise moments that can ensure maximum visibility.
  • Cost: plans starting at $99 per month
  1. LikeAlyzer – want to improve the status of your Facebook Page? LikeAlyzer examines the strength of your Facebook page and gives you insights on the areas you can improve.
  • Best for: improving your Facebook Page’s engagement efforts with fans and followers.
  • Cost: free
  1. Sprout Social – Sprout Social is useful in staying on top of social media management efforts. It offers specific tools prepared for your agency.
  • Best for: handling social customer service.
  • Cost: plans starting at $59 per month
  1. Social Bro – it offers high quality Twitter management services. There are both free plans and pro plans available.
  • Best for: handling Twitter management tasks.
  • Cost: free for limited use, pro plans starting at $13.95 per month
  1. CrowdBooster – it is a social media analytics platform. It offers some aesthetic features and scheduling and management services.
  • Best for: scheduling and general-purpose management tasks.
  • Cost: plans starting at $9 per month
  1. Happy Cyborg – would you let machine handle your Twitter account? Sounds like a plot from science fiction movie? Yes, Happy Cyborg will manage your Twitter account.
  • Best for: handling Twitter-related activities.
  • Cost: free
  1. Openr – what if you could add a call to action (CTA) button to anything you post on social media? Yes, Openr is a nifty tool that lets you add a CTA to anything on social media.
  • Best for: making it easier for an audience to take action.
  • Cost: plans starting at $39 per month
  1. Bitly – Bitly is synonymous with Twitter. It mainly functions as an original link shortening tool. It is such a unique tool that every Twitter user should consider.
  • Best for: shortening original links.
  • Cost: free
  1. Mediatoolkit – want to eavesdrop on what people are saying about you online? Mediatoolkit is one such tool that allows you to keep track of people’s opinion your brand.
  • Best for: monitoring people’s opinion about your brand.
  • Cost: plans starting at $29 per month.
  1. Everypost – it is a multi-functional tool. It offers publishing and scheduling functionality partly. But, its power comes from its functionality in content creation tool.
  • Best for: content creation; scheduling and publishing.
  • Cost: free for limited use; pro plans starting at $9.99 per month
  1. ly – how strong are your relationships with influential people? Discover.ly lets you find out about it. It’s a Chrome extension.
  • Best for: exploring your relationships with the industry’s power users and collecting information on social media accounts.
  • Cost: free

Content Marketing Tools

  1. Prezi – want to make your slideshow presentations visually pleasing? Prezi will make sure that your viewer stays interested.
  • Best for: making slideshow presentations enjoyable.
  • Cost: $59 per year
  1. Powtoon – want to create animated elements for your slideshow presentations quickly and easily? Try Powtoon.
  • Best for: creating attractive slideshow presentations.
  • Cost: free for limited use; pro plans starting at $59 per month
  1. Blog Topic Generator – Blog Topic Generator is a tool by Hubspot. It will help you generate ideas about your blog site.
  • Best for: generating ideas on what to blog about.
  • Cost: free
  1. Content Idea Generator – stuck for ideas on content? Similar to Hubspot’s Blog Idea Generator, this one will help you come up with new ideas for your content.
  • Best for: generating content ideas.
  • Cost: free
  1. Trello – it is an extremely useful tool for distributed or large teams working together. It will coordinate processes and simplify editorial workflow process as well.
  • Best for: simplifying workflow process.
  • Cost: free for limited use; pro plans starting at $8.33 per month
  1. Feedly – want to stay on top of the trending topics and news? Get Feedly. It streamlines the day’s news and must-read content.
  • Best for: receiving updates on the day’s news and must-read content.
  • Cost: free for personal use; pro plans starting at $5.41 per month
  1. CoSchedule – a nifty editorial/scheduling tool. With its headline analyzer, you can read free content as well.
  • Best for: looking at your entire marketing schedule.
  • Cost: plans starting at $15 per month
  1. After the Deadline – tired of all those pesky grammar errors? Try After the Deadline. It is a Chrome plugin and can replace your employed copyeditor.
  • Best for: checking content for grammar errors.
  • Cost: free
  1. Polar – online polls can be a great way to keep your audience engaged. And, one of the best tools for the task is Polar.
  • Best for: adding polls to your content.
  • Cost: free
  1. SlideShare – whether you have to do conference presentations or webinars; SlideShare is one of the best tools available. Moreover, after creating slide decks with SlideShare’s tools, you can publish them on the network.
  • Best for: creating slide decks and sharing them online.
  • Cost: free
  1. PlaceIt – want to customize images of your products for stock imagery, don’t have Photoshop skills? Now you can. Simply paste your product images on PlaceIt. And, it will customize your images.
  • Best for: customizing product images with your own branding.
  • Cost: free
  1. Canva – want to create stylish and attractive images for your social media content and posts? Canva has an easy drag-and-drop interface that you can create striking visuals effortlessly.
  • Best for: creating attractive images.
  • Cost: free for limited use; pro plans starting at $12.95 per month
  1. Share As Image – it’s really handy tool for content marketers. With this tool, you can add text to any image on your WebPages.
  • Best for: adding text-based elements to images.
  • Cost: comes free with limited use; pro plans starting at $8 per month.
  1. Piktochart – looking for an effortless way to design presentations and infographics? You will no longer need a graphic design specialist once you will start using Piktochart.
  • Best for: designing infographics and presentations.
  • Cost: free
  1. Tableau Public – using data visualization is a great way to make your content project pop. And, the tool that will help you create striking visualizations is Tableau Public.
  • Best for: creating interactive visualizations.
  • Cost: free
  1. The Readability Test Tool – is your content easy to read? Check out its readability with the Readability Test Tool. The tool uses the Flesch Kincaid Reading Scale to evaluate WebPages’ readability.
  • Best for: testing the style and tone of a content piece.
  • Cost: free
  1. Quora – want to generate brand awareness and build authority? Use Quora to answer questions and display your efficiency. Include a Web link to redirect traffic.
  • Best for: making your content more accessible.
  • Cost: free
  1. OmmWriter – want to stay distraction-free when blogging? Give OmmWriter a go. It’s a nifty tool that allows you to concentrate on blogging.
  • Best for: insulating a writer from distractions when blogging.
  • Cost: free
  1. Evernote – find it hassling to save all that you favor online? Use Evernote. It’s a powerful tool that allows you to save content to a personalized folder system.
  • Best for: saving online content in a tidy manner.
  • Cost: free

Analytics and Optimization Tools

  1. Google Analytics – there aren’t many tools as quite effective as Google Analytics available. It offers immense functionality in tracking and monitoring.
  • Best for: measuring the efficiency of a campaign and monitoring the performance of your ads.
  • Cost: free, but you can avail premium plans.
  1. CrazyEgg – want to do your heatmaps better? Give CrazyEgg a go. It’s immensely effective in seeing how your visitors are interacting with your site.
  • Best for: doing heatmaps better.
  • Cost: plans starting at $9 per month
  1. ClickTale – want to track every movement of your website visitor? ClickTale lets you track your visitors’ sessions, where they are clicking and what makes them leave.
  • Best for: tracking movement of your website visitor.
  • Cost: plans starting at $99 per month.
  1. SubjectLine – are your email subjects compelling enough to encourage click-through? Test them out with SubjectLine to see if they are.
  • Best for: testing and measuring the effectiveness of email subjects.
  • Cost: free
  1. MixPanel – don’t know how to write a single line of SQL code? Don’t worry. Get MixPanel. Because you can work with large databases easily with MixPanel.
  • Best for: working with complex forms of databases easily.
  • Cost: comes free for limited use; pro plans starting at $150 per month
  1. Formisimo – what makes your visitors abandon web forms? Find out why with Formisimo. Digital marketers love Forsmisimo for its functionality.
  • Best for: tracking what visitors are doing on your website and what compels them to leave.
  • Cost: plans starting at $49 per month
  1. Visual Website Optimizer – the tool is quite popular for its ease of use. You can carry out A/B testing easily with it.
  • Best for: split testing and optimizing.
  • Cost: plans starting at $49 per month
  1. Five Second Test – what do people see on your website immediately upon landing on your website and what do they miss? Find out all the related information with this tool.
  • Best for: displaying what people could see or miss within 5 seconds of arriving on your page.
  • Cost: offers a credit payment system


Marketing always rewarded the people with innovation, communication skill and aptness. Are you doing everything to hone your skill and best use your time, energy, and resources? Find out what you have achieved so far, and what you need to improve on with the tools listed above. These are the tools every online marketer needs to enhance efficiency and save time.


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