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Top online marketing tools for small and midsize businesses

An effective marketing strategy is a must if a business wants to succeed today. It's even more important for small and midsize businesses that need every advantage to stand out among their competitors. However, in order to be efficient, promotion requires a continuous input. Smaller companies usually cannot afford to employ a dedicated professional to manage their campaigns full time. The best solution for them is using one of the many specialised online marketing tools, such as GetResponse, AWeber, etc.
Each of these software solutions has its own pros and cons. You need to understand them in order to choose the one that meets the needs of your business best.

The top eight online marketing tools available today are:

#1 MailChimp

MailChimp is quite a good tool with many positive qualities, but it lacks the visual workflow, which makes the latter so easy to use. It does offer a variety of templates and allows you to import your own. You can maximise the tool’s efficiency by integrating it with Facebook and using various scheduling and testing features.

The main downside of MailChimp is that it gets very expensive if you have a large database. It has a rather awkward interface, which is difficult to get used to. There is also the matter of basic templates being extremely ineffective. Therefore, you have no choice but to design them on your own.

#2 GetResponse

GetResponse is a definite leader among the marketing automation solutions for SMBs. It allows creating any kind of campaign, no matter how complex, in a very simple drag-and-drop workflow builder. The software enables you to both build numerous scenarios and study your customers’ behavior in real time.

Another great benefit of GetResponse is its affordability. It currently offers the best ‘value for money’ as compared to other similar solutions. Its efficiency is extremely high as it’s an all-in-one tool, which includes:
  • Landing page builder
  • Webinar tool
  • Auto responder
  • Email marketing tool
#3 AWeber

AWeber is easy to use and can be a very efficient. This is the reason why it’s one of the most popular solutions of its kind. It’s also highly customisable, which is a great plus.

However, for all its useful features, AWeber doesn’t offer real automation. It requires a large amount of manual management and its price can be an off-putter for many smaller businesses.

#4 ConstantContact

ConstantContact is similar to AWeber in that it doesn’t deliver 100% automation. The solution provides a wide range of features, including campaign reporting that allows you to assess the efficiency of your marketing efforts.

On the downside, its price is a bit too high, it has no auto-responders, and it severely lacks customisation opportunities that more advanced users need to boost the effectiveness of their campaigns.

#5 iContact

iContact can be a good tool if you are looking for the most basic of online marketing solutions. It has nice step-by-step guides for building email campaigns and provides detailed reports about sent, bounced, delivered, and forwarded messages, click-throughs, and unsubscribers.

The cons of iContact include lack of efficient live support and limited abilities. SMBs require tools that are scalable, which means they can adapt to your growing business needs. This solution is unsuitable for companies with large email lists.

#6 InfusionSoft

InfusionSoft is a great tool for bigger companies, but it’s not a viable solution for midmarket. It offers a very good interface design and can integrate with numerous third-party tools.

The bad news is that it’s way too expensive for SMBs. Aside from the kickstarter fee of almost $2000, you will have to pay for the majority of third-party tools it can integrate with.

#7 Marketo

Marketo is another fantastic tool that can serve businesses with vast resources to spend on online marketing. It’s intuitive, efficient, and comes with a great customer support service.

However, this quality comes with a large cost. It also offers rather limited analytics features, so you cannot use it to assess the effectiveness of your promotion efforts.

#8 Hubspot

Hubspot is definitely one of the best online marketing solutions available today. You can see this by using their free trial offer.

Unfortunately, it’s way out of SMBs league as it’s not only expensive but also requires a 12-month contract. Despite the basic month package being rather affordable, it has a limited functionality, so you have to invest a huge amount of money to use all the benefits of this tool.

So there are a lot of tools which you can use for your online marketing operations. Some are more functional, but expensive, some aren’t of high price but don’t offer a wide range of options, so it’s time for you to decide what’s the most suitable for your small business.

7 Oct 2016 10:42

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About Boris Dzhingarov

Boris Dzhingarov graduated UNWE with a major in marketing. He is the CEO of ESBO ltd brand mentioning agency. He writes for several online sites such as Tech.co, Semrush.com, Tweakyourbiz.com, Socialnomics.net. Boris is the founder of MonetaryLibrary.com and cryptoext.com.




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