Understanding the Market

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The Free Tools You Can Use To Understand Your Market
For any marketing strategy to be effective, the person charged with managing the marketing function of a company needs to be constantly aware of the goings-on in the market. Unless your knowledge of the market is current, you could end up pursuing strategies that are unlikely to bear fruit. Fortunately, the modern marketer has plenty of free online tools that will prove useful when used correctly.
What are customers searching for?
The customer is the most important person to any business and as a marketer you need to constantly review your customers’ search activities. With this knowledge, you’ll create content aimed at meeting those needs. The Google Keyword Planner is the tool to use for this. By using this tool you’ll discover any changes in search that could have taken place since you last updated your site’s content and will help you find out ways to fine tune your content.
Review industry trends
No company operates in a vacuum and the successful marketer will also need to understand the latest developments in the industry. Do you know how your brand is viewed in the market? What about the competition? There are many listening tools that you can use to keep in touch with trends in your industry. As a marketer, you need to find out the kind of mentions you are getting on social media and one tool you can use for this is Hootsuite. With this tool, you are able to post to the most important social media sites and also review what others are saying about you and your competitors. Apart from Hootsuite, there are other free listening tools which you can find by searching online.
Review the effectiveness of your marketing efforts
For a marketing strategy to be worthwhile, it needs to be frequently appraised for effectiveness. Unless you know how effective your current efforts are, you could continue wasting time and money on efforts that won’t bear fruit. While there are many tools you can use to help review your marketing efforts, the most outstanding one is Google Analytics.
Can you locate industry influencers?
Owing to their clout in any industry, influencers could make or break your brand and you need to locate them. There are plenty of free tools that you can use to find influencers and you can begin by finding the following that an influencer has on Twitter. Other reputation tools to use include Peerindex and Klout.

Author: John McGinnis

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