Having a well-stocked tool belt doesn’t just come in handy for hands-on projects. When working in the digital marketing industry, there are certain “tools” that you should have in your belt. While it’s true that things are constantly changing in this industry, some elements remain unchanged and at the core of what you do.

Let’s discuss five social media tools that you should have in your digital tool belt at all times.

1. Google Analytics

Google Analytics is an amazing program that lets you better understand what is going on behind the scenes of your website. Aside from gathering a better representation of your traffic and visitors, you can also track the entire customer journey through the sales funnel.

As you gain new insight into the customer experience, apply smart changes that improve the user journey, increase conversions and boost sales. The purpose of an analytics program is to make intelligent business decisions so that you don’t have to waste time or money.

Many marketers name Google Analytics as their program of choice. It’s thorough, user friendly and free. You can learn more about Google Analytics from their website and even hear from customers of both small and large companies. However, there are other worthy analytics programs available, including Piwik, Clicky, Kissmetrics and Adobe Analytics.

2. Website and Blog

Your website and blog are the places where people come to read about your products and services. Through your website, visitors are able to feel you out for your professionalism, the way you treat customers, how others perceive your products and how well your items fit into their lives.

With so much at stake, you need to keep both your blog and website updated. Fresh, relevant content should be added to your blog on a routine basis. It should include helpful information for readers, plus look good on all devices. Your website is equally important. It should also look beautiful and operate seamlessly across devices so that all visitors get the same experience.

3. Facebook

Does it seem like everyone has a Facebook profile these days? With over a billion users worldwide, you have plenty of people that you can target on the social network. The helpful targeting features on Facebook make it easy to cut through the noise and reach certain demographics, such as females between the ages of 18-25 who like to cook. Yes, it’s that specific.

In order to benefit from Facebook, you need a few things in place, including a Facebook Business Page that is separate and distinct from your personal page. When you create a Business Page, you automatically have access to Facebook Pages Manager and Insights where you can learn about who is visiting your Page, what they are clicking on and how they are engaging.

Facebook also gives you an ideal platform for efficient two-way communication in real time. This provides more value to your customers and helps you get company news into the right hands at the right time. With Facebook’s algorithm EdgeRank, however, do realize that you have to pay to promote your posts and get visibility. Organic traffic alone won’t be enough.

4. LinkedIn

Another social channel that deserves attention is LinkedIn. This professional social network focuses on career development, professional connections and other types of business-related activities. It’s certainly a different crowd compared to Facebook, but it’s one that you don’t want to miss out on. LinkedIn is where you grow your brand’s visibility and establish yourself as an authority.

Like Facebook, LinkedIn requires you to promote your brand by setting up a Company Page that is different from your personal profile. Using the appropriate tools, you can determine who is following your Page and interacting with your posts.

What you should gain from LinkedIn is an updated list of leads, a solid email marketing list and new relationships. It takes time for all of this to develop, but it will come once you get into the habit of posting high quality, valuable content on a regular basis, participating in groups and commenting on what others post.

5. Twitter

Twitter has over 300 million active users, so you will undoubtedly find a good portion of your target market here. Since Google also features tweets in their search results, it’s definitely a social channel that you don’t want to ignore. With 140 characters, you have short but critical space to tell your brand’s story.

The one aspect that is different with Twitter is that there is no separate profile for your brand as there is with Facebook and LinkedIn. You can set up a separate profile if you want, but there’s no company page or profile. What’s nice about this is that you don’t have to think outside the box when it comes to creating your brand’s personality.  

Of course, being simplified isn’t always easier. Many companies make the mistake of tweeting out news about their products and services but not really developing meaningful relationships. Twitter is a powerful tool for staying connected with customers, employees and other companies in your industry, so make sure you are making thoughtful tweets.


These five social media tools MUST be in your digital tool belt. Facebook, Twitter and LinkedIn cover your social bases and all point back to your website and blog. Google Analytics is then used to track and monitor visitors so that you can make smart, insightful decisions. When you appreciate how everything fits together, you will see improved results in terms of traffic, engagement, conversions and sales.