Best Marketing Tools To Build Your Business Strategy

business strategy

There is no denying that data rules marketing. In fact, data analysis is all some marketers do, and many rely on this discipline’s insight to craft their strategy. Marketers rely on software tools each day to help make their jobs easier and to reach a broader market.

There are an astonishing number of tools out there. That’s why we’ve rounded up some free, paid, and trial marketing tools that can help promote your business.

Whether you’re a business owner who runs their own marketing, working on making a startup the next big thing or part of a company with nationwide locations, the following tools can work for companies of all sizes. Discern for yourself which of these best fit your needs to create a marketing toolkit that works best for your company.

Free Marketing Tools

These tools are 100 percent free. Use a few to build a killer marketing toolkit on a budget.

Google Analytics

Google analytics

If you’re looking to better understand your customers’ experience on your website, Google Analytics is one of the best free tools for the job. It evaluates your content’s performance by providing an overview of your site, has machine learning capabilities, and gives proprietary audience data. Plus, it integrates with Google’s other tools and has mobile-enabled viewing.

Pros: Both small and large companies can benefit from Google Analytics. It is the go-to analytics engine for most businesses. If you can grasp this package of tools then learning additional packages will be easy once you outgrow it.

Cons: While powerful, this tool gives you the basics that everyone else uses. Building specialized reports is possible, but it’s much easier if you use paid analytics packages.

Google Search Console

Google Search Console (previously called Google Webmaster Tools) is a toolkit for webmasters that helps them monitor their website’s performance and understand how Google views their sites. Discover if your company information and product prices are highlighted in search results, and test if your website is mobile-friendly.

Pros: Google also offers various resources, courses, and guides that teach you how to best optimize your website. Easily submit sitemaps so Google can quickly index your new content.

Google Search Console

Cons: Some of the keyword data is incomplete, making searching for keywords that are less popular a challenge. The interface may also be somewhat of a challenge due to its lack of user-friendliness.

Paid Marketing Tools

The following tools are paid, either one-time, monthly, or annually.

Ahrefs offers a collection of tools that can help you research competitors, conduct keyword research, track rank, and more. It’s a great tool for gaining insight into how you can improve your search engine optimization to increase your rank.

Free Trial: No; a 7-day trial for Lite or Standard is $7

Pros: Daily crawling of 6 billion web pages and data for approximately 240 keywords means you’ll have access to a large chunk of data. It’s also used by well-known brands such as Facebook, LinkedIn, Netflix, and Shopify.


Cons: The plan can get pricey depending on how many seats you need. An Agency subscription (5 users) is $999 per month, or $10,000 annually (two months free).

Backlink Beast


This software is a backlinking program that helps website owners build links. These links are Google friendly, that are guaranteed “Panda and Penguin Safe & Effective” for “Enormous Link Diversity.”

Free Trial: No; but there is a 60-day money-back guarantee

Pros: Backlink Beast promotes link diversity, tiered link building, fast submission times, and more. It also provides an in-depth video training center and offers software updates at no additional cost.

Cons: Because the software is only PC compatible, Mac users will need to use a Windows emulator in order to run Backlink Beast


From email newsletters to campaigns to online surveys, GetResponse is an email marketing and automation tool. It is an “all-in-one online marketing platform to grow your business.”

Free Trial: Yes; full system for 30 days

Pros: Trusted by companies like Avon, Hilton, and Citroën. It’s suitable for businesses of all industries, including automotive, education, affiliate marketing, and growth hacking. Features include email marketing, landing pages, webinars, and marketing automation, giving you all the tools you need to support your marketing initiatives.

Cons: Not all features are available in the lower level plans, so you may need to pay for a more expensive plan to get the features you need. Also, you are only allowed to use “web-safe” fonts like Arial, Times New Roman, and Verdana.


All that marketing has to drive customers somewhere, right? Usually that place is a landing page on your website. Leadpages lets you use proven landing page templates, plus has tracking, A/B testing, digital product delivery, payment processing, and more.

Pros: Easy integration with your website, many features, many templates, reasonably priced for small businesses.

Cons: Since it’s a template site, you may not be able to find the exact fit for your branding.

Think of SEMrush as a digital marketer’s toolbox, offering four tools that will help you with SEO, Paid Traffic, Social Media, and Content & PR.

Free Trial: No

Pros: This tool has the seal of approval from big brands like Disney and Amazon, so you can trust that it will help you get the job done. Other features include weekly SEO audits and tracking of your ranking. Plus, SEMrush helps you benchmark your performance against your competitors.


Cons: SEMrush offers a pretty extensive keyword database; so, depending on how you feel about large amounts of data, this could be a pro or a con. But for many, the data may be overwhelming, especially since you can neither cut down your search list prior to exporting it nor save your searches.


If you’ve used Yoast for your WordPress SEO and found it lacking, you might want to give SEOpressor, it’s competition, a try. You’ll have to pay a small monthly fee for the premium plugin, but you might prefer its features.

Pros: Many on-page optimization suggestions, a really cool over-optimized warning, multiple keyword analysis, SEO site audits, multi-domain registration with one license.

Cons: Yoast may be enough for you if you’re still beginning, and Yoast is free. And if you’re not using a WordPress site, SEOpressor will be useless for you.

A site wants to curate your content or you want to place a guest post. How do the readers get back to you to learn more? Enter, a service which lets you place a call-to-action button on any piece of content.

Pros: Used by many marketing companies, simple to use, a much more elegant solution than hoping for a backlink click.

Cons: While has many features, to gain access to some of the best ones requires shelling out a lot of cash. Also, if you start to get really popular you may be forced to get a bigger plan so you can process more clicks through your buttons.


social pilot

It’s a great feeling when you can schedule tons of social media postings weeks in advance so you can take them off your mind. But who will post them? That’s what SocialPilot is all about.

Pros: Social media scheduling in bulk, ability to add collaborators, custom Facebook branding, content suggestions, and more.

Cons: May need to have a pretty regular revenue stream in order to cover the monthly costs. Might need to wait until you have a real need for this software before you plunk down the cash.

Trial Tools

The following is a list of tools that offer a free version with the option to pay for premium.

Screaming Frog SEO Spider Tool

Screaming Frog is a spider tool that can crawl, analyze, and audit websites, providing you with the data you need to best optimize your website. It can find broken links, help discover duplicate content, look at your page titles, metadata, and more.

screaming frog

Pros: Whether you have a small or large website, the Screaming Frog SEO Spider Tool with work for you. The free version includes all the basic features you’ll need to optimize your website on a budget.

Cons: Unfortunately, the free version only allows you to crawl up to 500 URLs. The paid version doesn’t have a maximum (dependent on allocated memory and storage), but it will set you back $185 annually. Also, the SEO Spider Tool must be downloaded to the desktop.

SEO PowerSuite

SEO PowerSuite is an SEO toolkit with four tools that work together to cover all stages of the SEO cycle:

  • Rank Tracker: Helps with keyword research, including 17 keyword research tools, rankings for 300+ search engines, and ranking reports.
  • SEO SpyGlass: Get in-depth backlink research with at-a-glance key link stats and 50+ quality metrics.
  • WebSite Auditor: A full website audit that provides detailed crawl stats and alerts of broken links and 404 pages.
  • LinkAssistant: Offers convenient link management, including finding new link opportunities and reports.

Pros: All versions allow unlimited number of websites and keyword suggestions. And with tool workspace customization, you can set up your workspace in a way that’s convenient for you.

Cons: The free version doesn’t allow you to save project history and also removes some other useful features, such as scheduling tasks on autopilot.

Traffic Travis

This tool helps you improve your website’s ranking with full SEO health checks, competitor rank insight, search engine rank monitoring, and more.

Pros: Traffic Travis offers regular updates and good technical support, including Frequently Asked Questions and a form to contact the support team. You can also suggest ideas to improve the software.

Cons: The free version does not offer competitor analysis, nor can you print or save reports. Not suitable for Mac users, as Traffic Travis recommends they use their web-based application, AffiloTools.

Zoolz Intelligent Cloud


Funny name, really cool piece of software. Zoolz is a cloud backup solution that uses AI to categorize your information in many different ways for searching. Think of it as an upgraded version of Google Drive. The free version allows up to 10GB of data. Check out the introduction video on their site.

Pros: Cloud backup from any device, incredibly easy searching and categorization, great for multilingual businesses, great for those who don’t want to lend all their data to Google.

Cons: It’s the cloud, a fancy word for “other company’s computer”. While they tout heavy encryption, there’s no guarantee they can’t go through your data for things they don’t like.

Put Together Your Marketing Toolkit

Now that you have an idea of the available tools out there and their pricing (if any), it’s time to build your own toolkit. Make sure you have a variety to cover all your bases, such SEO, social media, website, and content.

Is there a tool that’s missing from this list? What’s a must-have in your marketing toolkit? Let us know!