Other important online marketing and web analytics tools

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Here we are going to do a bit of a mix-and-match and mention tools that will help you set certain KPIs that are important for you and your sector.

Alexa : Being purists, this is a positioning tool, but it goes much further and is a real marketing tool. It is very versatile, it has an online search engine, a directory and its toolbar is another classic, along with Moz's. Its positioning ranking is very famous. In addition to the classic SEO functions such as keyword analysis or On Page, it is capable of generating very good website traffic statistics.
Marketing Grader is a free tool from HubSpot that evaluates websites in terms of blogging, social media, SEO, lead generation, and mobile. It uses this data to establish a barometer and give an overall score.
BuiltWith If you are interested in researching or detecting what technology is behind your competitors' sites, this may be an option. It covers servers, content managers, analysis, advertising; but above all, the underlying technology behind a website.
Website Watcher : This paid application will inform you about any changes or updates, large or small, that have been made to your competitors' websites.
Step 9: Web Analytics – Turn data into insights
Even though we are in the era of Big Data, of information, numbers, metrics and reports, we often don't know what to do with so much abundance. We often confuse data collection with web analytics.

Data is numbers. Once we have them, it is our job (not easy, by the way) to create useful information from them. All these tools will only give us data, then there will have to be further work on the part of the brand to process them.

If you don't quite understand the difference between data and information, here's a video by Gemma Muñoz, an expert in Web Analytics and co-author of several marketing and analytics books, where she explains it clearly.


Step 10: Implement what you have learned
We have now reached the final step. After collecting all the data extracted from these tools in the different sections of online marketing and having processed it, we have to implement the knowledge it leaves us in our strategy.

Everything we have learned so far should be useful for implementing new advertising or content marketing actions that will bring us closer to our objectives as a brand.

Latest recommendations
Before Google came along, there were agencies that could be commissioned to carry out market or competitor research. There are still agencies now, after all, everything can be outsourced to a third party. But there is an ancient method that never fails: posing as a client , and it still works, albeit on a different scale.

No matter how many tools you have at hand (essential for some purposes, as we have seen), you will have to actively observe much of the online activity of your competing brands . You, if you are an SME or an entrepreneur, or your marketing team if you have a specialized department.

Social media is more than just likes or followers . You have to get into it, see the tone with which your competitors interact, how the target audience reacts, whether video or text works better for them... in short. So follow them on their networks, get into their groups and find out what they are talking about. That karma cannot be offered to you by tools.

How is your content marketing ? Yes, we've already seen that there are a few ways to measure it with tools. But you'll have to subscribe to their blogs, see what they publish, what formats work best for them, what their next releases will be, what campaign they are preparing.