Marketing Technology

Digital Marketing Tools

Personalization in marketing is practically a no-brainer at this point. Audiences of all kinds are annoyed, frustrated, and even angry about irrelevant content, and your business success relies on connecting with the right people.

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With the increased popularity of personalization, there is also a plethora of marketing tools available to get the job done—and many of them are a great fit for small businesses. Here’s a look at 10 marketing personalization tools your small business should consider.

  1. Google Analytics

The gold standard of free Web-analytics tools, Google Analytics is a must for every small business with a Web presence. Requiring minimal setup, Google’s Web analytics results help you understand where your traffic comes from, who is visiting, and what types of devices are being used to access your site.

  1. Optimizely

Optimizely allows marketers to experiment with and personalize content with A/B testing across Websites and apps. A/B testing means you have two versions of your site, which are shown to different visitors at the same time. Optimizely crunches the data to show you which version is more successful.

  1. Marketo

Billed as Web personalization software, Marketo casts a wide net and includes marketing automation, account-based marketing, digital ads, and marketing analytics. Small businesses can use it to enhance personalization and take advantage of cross-channel targeting and segmentation.

  1. Woopra

A lesser-known tool, Woopra enhances typical Web analytics by generating behavior profiles marketers can use to influence personalization. The tool illustrates each customer’s journey across multiple devices, providing marketers a more comprehensive view.

  1. Qualaroo

Qualaroo is a good tool for high-turnover sites. It allows marketers to ask questions anywhere on their site, so you can easily get to the heart of the “why” behind site visitors’ actions (or inaction). Qualaroo can be used to ask questions about site performance or to conduct exit surveys before a visitor leaves your site or abandons a shopping cart.

  1. Hubspot CRM

With over 10 years in business, Hubspot has become a leader in marketing technology. Its free CRM tool tracks customer interactions automatically, across all platforms you connect to, including e-mail and social media. The high-visibility dashboard displays a crystal-clear picture of every lead.

  1. Zoho CRM

A full-scale CRM solution, Zoho enables small businesses to track sales activities, predict customer behavior, personalize e-mails and surveys, and automate other processes to streamline the sales funnel.

  1. Google Optimize 360

Moving beyond simple analytics, Google Optimize 360 offers a more in-depth view of site performance (with A/B testing), as well as visitor activity, and works seamlessly with a variety of digital advertising tools to create personalized campaigns.

  1. Sprout Social

Personalization is just as important when it comes to social media marketing. Sprout Social joins a traditional CRM with social media management, making it possible to leverage customer data to create targeted social campaigns to elevate your brand.

  1. Infusionsoft

While Infusionsoft focuses on small business, they don’t treat it as a small thing. Infusionsoft’s marketing automation software delivers enterprise-level analytics, a built-in CRM, and e-commerce solutions. The platform automates lead capture and follow-ups based on user activity, and it collects customer data that can be used to enhance personalization.

Whatever personalization tools you decide to add to your marketing stack, there’s little use arguing against it. Delivering relevant, personalized messaging to customers throughout your interactions is not only possible with a little technological assistance, but it can be easy and affordable as well.