The Ultimate Toolkit: 6+1 Best Marketing Tools for Small Businesses

Best marketing tools for small businesses to start and grow

With a sea of apps promising to boost your strategy, finding the right ones can be tricky. But fear not! We’ve compiled a comprehensive list of over 40 top digital marketing tools. Explore their strengths and weaknesses to build your ultimate toolkit.

Keep scrolling to uncover more or jump to your preferred category. Let’s dive in!

The Best Marketing Tools for Small Businesses

But these are not just any run-of-the-mill tools. We’re talking about game-changers, handpicked by experts in the field of marketing for small businesses. These tools have been tried and tested, and they’ve proven their worth time and again. They’re the brainchildren of marketing gurus who understand the unique challenges that small businesses face in a competitive digital landscape. So, without further ado, let’s delve into this curated selection of marketing tools, backed by the insights of industry experts, and discover how they can revolutionize your small business marketing game. Your journey to success starts here.

In a glance

SoftwareIndustryPricing (starting at)G2 Review
HubSpotCustomer Relationship Management (CRM)$0/mo4.4 out of 5
MoosendEmail Marketing$9/mo4.6 out of 5
BufferSocial Media Management$0/mo4.3 out of 5
NimbataLead & Call Tracking$0/mo + Usage4.8 out of 5
WordPress Content Management System (CMS)$0/mo4.4 out of 5
Google AnalyticsReporting$0/mo4.5 out of 5
BordioTask Tracking and Productivity$0/mo5 out of 5
Information retrieved at 29 April 2024

#1 HubSpot for CRM

Hubspot website screenshot

HubSpot has established itself as a prominent player in the customer relationship management (CRM) software arena. With its suite of tools designed to streamline marketing, sales, and customer service processes, HubSpot offers a comprehensive solution for businesses of all sizes. Let’s delve into the key features, benefits, and drawbacks of HubSpot CRM.

Key Features:

  1. Unified Platform: HubSpot provides an all-in-one platform for managing marketing, sales, and customer service activities. This integration ensures seamless communication and collaboration across teams.
  2. Marketing Automation: Users can create, automate, and analyze marketing campaigns across various channels, including email, social media, and content marketing. HubSpot’s intuitive tools simplify lead generation and nurturing processes.
  3. Sales Pipeline Management: HubSpot CRM offers robust sales pipeline management features, enabling users to track deals, automate tasks, and gain insights into sales performance. Customizable dashboards and reports facilitate informed decision-making.
  4. Customer Service Tools: The platform includes ticketing, live chat, and knowledge base features to streamline customer support processes. Users can efficiently manage customer inquiries and provide timely assistance.
  5. Analytics and Reporting: HubSpot’s analytics capabilities empower users to measure the effectiveness of their marketing, sales, and service efforts. Detailed reports offer valuable insights into performance metrics and ROI.


  1. User-Friendly Interface: HubSpot’s intuitive interface makes it easy for users to navigate and utilize its features without extensive training. This accessibility enhances user adoption and productivity.
  2. Scalability: Whether you’re a small startup or a large enterprise, HubSpot can scale to meet your growing business needs. Its flexible pricing plans and customizable features cater to businesses of all sizes.
  3. Integration Ecosystem: HubSpot integrates seamlessly with a wide range of third-party applications and platforms, allowing users to leverage existing tools and workflows. This interoperability enhances productivity and efficiency.
  4. Comprehensive Support: HubSpot offers extensive documentation, training resources, and customer support to assist users at every stage of their CRM journey. From onboarding to troubleshooting, users can access the help they need.


  1. Cost: While HubSpot offers a free CRM option, its premium features come at a cost. For small businesses with limited budgets, the pricing may be prohibitive, especially as additional features are desired.
  2. Learning Curve for Advanced Features: While HubSpot’s basic functionalities are user-friendly, mastering its more advanced features, such as workflow automation and customization, may require time and expertise.
  3. Customization Limitations: Some users may find HubSpot’s customization options limited compared to other CRM platforms. Businesses with highly specialized needs may encounter constraints when tailoring the software to their requirements.

In conclusion, HubSpot CRM offers a comprehensive suite of tools designed to streamline marketing, sales, and customer service processes. Its user-friendly interface, scalability, and integration capabilities make it a popular choice for businesses seeking to optimize their customer interactions. However, potential users should carefully evaluate their budget and specific requirements to determine if HubSpot is the right fit for their organization.

#2 Moosend for Email Marketing

Moosend website screenshot

Now, let’s talk about the powerhouse of communication—email marketing. Any marketer, freelance or inhouse, and business owners, understand the importance of connecting with their audience through compelling email campaigns. Moosend has emerged as a formidable contender in the realm of email marketing platforms, offering a range of features tailored to meet the needs of businesses both large and small. Let’s explore the key functionalities, advantages, and drawbacks of Moosend.

Key Features:

  1. Email Marketing Automation: Moosend’s automation capabilities empower users to create personalized email campaigns based on subscriber behavior, demographics, and interactions. Automated workflows streamline the process of nurturing leads and engaging customers.
  2. Drag-and-Drop Editor: The platform’s intuitive drag-and-drop editor enables users to design visually appealing emails without the need for coding skills. Customizable templates and elements facilitate quick and easy campaign creation.
  3. Advanced Segmentation: Moosend offers robust segmentation tools, allowing users to segment their email lists based on various criteria such as purchase history, engagement level, and preferences. This targeted approach enhances campaign relevance and effectiveness.
  4. Analytics and Reporting: Users gain access to comprehensive analytics and reporting tools to track the performance of their email campaigns. Metrics such as open rates, click-through rates, and conversion rates provide valuable insights for optimization.
  5. Integration Capabilities: Moosend seamlessly integrates with a variety of third-party platforms and tools, including e-commerce platforms, CRMs, and content management systems. This interoperability enhances workflow efficiency and data synchronization.


  1. Affordability: Moosend offers competitive pricing plans with flexible options to suit businesses of all sizes and budgets. Its free plan allows users to explore basic features without financial commitment, while premium plans unlock additional functionalities at reasonable rates.
  2. Ease of Use: The platform’s user-friendly interface and intuitive features make it accessible to users of all skill levels. From campaign creation to performance tracking, Moosend prioritizes simplicity and efficiency.
  3. Customer Support: Moosend provides responsive customer support via multiple channels, including live chat, email, and extensive documentation. Users can access assistance and guidance whenever they encounter issues or have questions.
  4. Reliability and Deliverability: Moosend’s infrastructure and deliverability algorithms ensure that emails reach recipients’ inboxes effectively. The platform employs industry best practices to maintain high deliverability rates and mitigate the risk of spam filtering.


  1. Template Limitations: While Moosend offers a variety of pre-designed templates, some users may find the template selection limited compared to other email marketing platforms. Customization options may also be restricted for users with specific design requirements.
  2. Learning Curve for Advanced Features: Although Moosend’s basic features are easy to grasp, mastering its more advanced functionalities, such as automation workflows and segmentation rules, may require time and experimentation.
  3. Integration Complexity: While Moosend boasts integration capabilities with various third-party tools, configuring and managing integrations may pose challenges for users with complex tech stacks or unique requirements.

In summary, Moosend presents a compelling option for businesses seeking an email marketing solution that combines affordability, usability, and advanced features. Its automation capabilities, segmentation tools, and integration flexibility make it a versatile choice for marketers looking to optimize their email campaigns. However, users should consider factors such as template limitations and integration complexity when evaluating Moosend’s suitability for their specific needs.

#3 Buffer for Social Media Management

Buffer website screenshot

Buffer is one of the most popular social media management platform, offering a suite of tools designed to simplify the process of scheduling, publishing, and analyzing content across various social media channels. Let’s delve into the key features, benefits, and drawbacks of Buffer.

Key Features:

  1. Social Media Scheduling: Buffer’s core functionality revolves around scheduling posts for platforms such as Facebook, Twitter, LinkedIn, and Instagram. Its intuitive interface and scheduling calendar enable users to plan and publish content efficiently.
  2. Content Management: The platform allows users to create, curate, and organize content within a centralized dashboard. Users can collaborate with team members, review drafts, and maintain a consistent publishing schedule.
  3. Analytics and Insights: Buffer provides robust analytics tools to track the performance of social media campaigns. Metrics such as engagement, reach, and click-through rates offer valuable insights for optimizing content strategy and measuring ROI.
  4. Team Collaboration: Buffer facilitates collaboration among team members by enabling shared access to accounts, scheduled posts, and performance data. Users can assign roles, set permissions, and streamline communication within the platform.
  5. Integration Ecosystem: Buffer integrates seamlessly with a wide range of third-party tools and platforms, including analytics tools, CRM systems, and content creation apps. This interoperability enhances workflow efficiency and data synchronization.


  1. Simplicity and Ease of Use: Buffer’s user-friendly interface and intuitive features make it accessible to users of all skill levels. From scheduling posts to analyzing performance metrics, Buffer prioritizes simplicity and efficiency.
  2. Time Savings: By streamlining the process of content scheduling and publishing, Buffer helps users save time and effort. Its scheduling calendar and queue system enable users to plan and automate posts in advance, freeing up time for other tasks.
  3. Data-Driven Decision Making: Buffer’s robust analytics tools empower users to make informed decisions based on data insights. By tracking key metrics and monitoring campaign performance, users can refine their social media strategy for optimal results.
  4. Customer Support: Buffer offers responsive customer support via multiple channels, including email, live chat, and extensive documentation. Users can access assistance and guidance whenever they encounter issues or have questions.


  1. Limited Platform Support: While Buffer supports major social media platforms such as Facebook and Twitter, support for emerging platforms or niche networks may be limited. Users with diverse social media presences may find this lack of coverage restrictive.
  2. Cost Considerations: Buffer’s pricing plans, while competitive, may pose challenges for users with limited budgets or specific feature requirements. Users should carefully evaluate the cost-benefit ratio to ensure that Buffer aligns with their financial constraints and needs.
  3. Advanced Features Complexity: While Buffer’s basic features are user-friendly, mastering its more advanced functionalities, such as advanced scheduling options and audience targeting, may require time and expertise. Users should be prepared to invest in learning and experimentation to fully leverage Buffer’s capabilities.

In summary, Buffer offers a comprehensive solution for social media management, combining simplicity, efficiency, and data-driven insights. Its scheduling, analytics, and collaboration features make it a valuable asset for businesses and marketers looking to streamline their social media workflows and enhance their online presence. However, users should consider factors such as platform support, pricing, and feature complexity when evaluating Buffer’s suitability for their specific needs.

#4 Nimbata for Call & Lead Tracking

Nimbata website screenshot

Nimbata is a call tracking software helping Marketers, Agencies, and Business Owners determine the marketing channels that generate more calls, and high-quality leads. Nimbata caters to various needs for small business owners, from accurately tracking call conversions to managing and handling phone leads, and syncing call insights to their CRM for a complete customer journey. Here are the key features and the pros and cons based on users’ reviews.

Key Features:

  1. Call Tracking: Nimbata offers robust call tracking capabilities, allowing businesses to attribute phone calls to specific marketing channels and campaigns accurately. This feature provides valuable insights into which channels are driving conversions and helps optimize marketing spend.
  2. Real-Time Analytics: With Nimbata, users gain access to real-time analytics and reporting dashboards that provide insights into call volume, duration, and conversion rates. These analytics enable informed decision-making and help businesses identify trends and opportunities.
  3. Dynamic Number Insertion: Nimbata’s dynamic number insertion feature dynamically assigns unique phone numbers to different marketing channels or campaigns, enabling accurate tracking of the source of incoming calls.
  4. Call Summaries with AI: Nimbata enhances its call tracking capabilities with AI-powered call summaries, providing users with automated insights into call conversations. This feature enables businesses to extract valuable information and trends from their call data efficiently while saving time.
  5. Integration with CRM Systems: Nimbata integrates seamlessly with popular CRM systems, such as Zoho CRM and HubSpot, enabling users to sync call data with their existing customer databases and streamline their sales and marketing workflows.
  6. Multiple Integrations: Nimbata offers integration with a wide range of third-party tools and platforms, including Google Analytics, Google Ads, Facebook Ads, and more. These integrations enable users to leverage call tracking insights across their marketing stack, and feeding Google’s algorithm with quality data to optimize on.

User Feedback:

  1. Trustpilot: Nimbata has received positive reviews on Trustpilot, with users praising its ease of use, comprehensive features, and responsive customer support. Users appreciate the platform’s ability to track and analyze call data effectively, helping them make data-driven decisions.
  2. G2: On G2, users have highlighted Nimbata’s robust call tracking capabilities, customizable reporting, and seamless integration with other tools. Some users have mentioned the platform’s pricing as a factor in their decision to use Nimbata.

#5 WordPress for CMS

The Ultimate Toolkit: 6+1 Best Marketing Tools for Small Businesses image 1

WordPress stands as the cornerstone of website building and content management systems, powering a significant portion of the internet with its user-friendly interface and vast ecosystem of themes and plugins. Here are the key features, the benefits, and the considerations of WordPress.

Key Features:

  1. Ease of Use: WordPress’s intuitive interface and user-friendly content management system (CMS) make it accessible to users of all skill levels. From website creation to content publishing, WordPress prioritizes simplicity and flexibility.
  2. Customization Options: With thousands of themes and plugins available, WordPress offers unparalleled customization options for building unique websites. Users can personalize their sites’ design, functionality, and features to suit their specific needs and preferences.
  3. Content Management: WordPress excels as a content management system, providing powerful tools for creating, organizing, and publishing content. Its editor allows for easy formatting, media embedding, and scheduling of posts and pages.
  4. SEO-Friendly: WordPress is inherently optimized for search engines, with features such as customizable permalinks, meta tags, and XML sitemaps. Additionally, numerous SEO plugins further enhance website visibility and performance in search engine results.
  5. Community Support: WordPress boasts a vibrant community of developers, designers, and users who contribute to its ongoing development and support. Users can access forums, documentation, and tutorials for assistance and guidance.


  1. Scalability: WordPress scales effortlessly from small blogs to enterprise-level websites, accommodating the needs of businesses and individuals alike. Its modular architecture and extensibility allow for seamless growth and expansion as site traffic and requirements evolve.
  2. Cost-Effectiveness: WordPress is open-source software, meaning it is free to download, use, and modify. While users may incur costs for domain registration, hosting, and premium themes/plugins, WordPress remains a cost-effective solution compared to proprietary CMS platforms.
  3. Rich Ecosystem: The WordPress ecosystem is vast and diverse, offering a plethora of themes, plugins, and resources to enhance website functionality and design. Users benefit from a wealth of options for extending and optimizing their sites without the need for custom development.
  4. Security: WordPress prioritizes security with regular updates, security patches, and best practices for securing websites. Additionally, users can implement security measures such as SSL certificates, firewalls, and security plugins to further safeguard their sites against threats.


  1. Learning Curve: While WordPress is relatively easy to use, mastering its full capabilities may require time and experimentation, particularly for users with limited technical knowledge. Beginners may encounter challenges with customization and troubleshooting.
  2. Maintenance Requirements: WordPress websites require regular maintenance to ensure optimal performance and security. This includes updating themes, plugins, and the WordPress core, as well as backing up data and monitoring for vulnerabilities.
  3. Performance Optimization: While WordPress is highly customizable, poorly optimized themes and plugins can impact website performance and load times. Users should prioritize optimization techniques such as caching, image compression, and code minification to improve site speed.

In summary, WordPress remains a powerhouse in the world of website building and content management, offering unparalleled flexibility, scalability, and community support. Its user-friendly interface, customization options, and robust feature set make it an ideal choice for individuals, businesses, and organizations looking to establish a strong online presence. However, users should be mindful of the learning curve, maintenance requirements, and performance considerations associated with managing a WordPress website.

#6 Google Analytics for Reporting

The Ultimate Toolkit: 6+1 Best Marketing Tools for Small Businesses image 2

Google Analytics 4 (GA4) represents a significant evolution in the field of website analytics, offering advanced features and capabilities designed to provide deeper insights into user behavior across digital platforms. Let’s explore the key functionalities, strengths, weaknesses, and improvements of Google Analytics 4.

Key Features:

  1. Event-Driven Data Collection: GA4 shifts from session-based tracking to event-driven data collection, allowing for a more granular understanding of user interactions and behaviors. Events can be customized to track specific actions such as page views, clicks, and conversions.
  2. Enhanced User Journey Analysis: GA4 introduces a more holistic approach to analyzing the user journey, enabling marketers to track interactions across multiple touchpoints and devices. The platform offers robust reporting on user engagement, retention, and conversion paths.
  3. Machine Learning Insights: GA4 leverages machine learning algorithms to provide actionable insights and predictions based on data patterns and trends. Users can uncover valuable insights related to audience behavior, conversion likelihood, and marketing performance.
  4. Cross-Platform Tracking: With GA4, businesses can track user interactions across websites, mobile apps, and other digital channels, providing a unified view of the customer journey. This cross-platform tracking enables more accurate attribution and analysis of user behavior.
  5. Enhanced Data Privacy: GA4 incorporates privacy-centric features and controls to ensure compliance with data protection regulations such as GDPR and CCPA. Users can configure data retention settings, implement user consent mechanisms, and manage data deletion requests.


  1. Future-Proofing: GA4’s event-driven model and advanced analytics capabilities position it as a future-proof solution for evolving digital marketing needs. Its focus on user-centric insights and machine learning ensures relevance and effectiveness in an ever-changing landscape.
  2. Deeper Insights: GA4 offers deeper insights into user behavior and interactions, empowering marketers to make informed decisions and optimize their digital strategies. The platform’s flexible reporting and analysis tools enable businesses to uncover actionable insights that drive growth.
  3. Integration with Google Products: GA4 seamlessly integrates with other Google products and services, including Google Ads, Google Tag Manager, and Google Data Studio. This integration facilitates data sharing and collaboration across marketing platforms, enhancing efficiency and productivity.

Weaknesses and Improvements:

  1. Learning Curve: Transitioning to GA4 may involve a learning curve for users accustomed to the previous version of Google Analytics. While the platform offers advanced features and capabilities, users may require training and resources to fully leverage its potential.
  2. Data Sampling: Like its predecessor, GA4 may still encounter data sampling issues when dealing with high volumes of data, potentially impacting the accuracy of reports and insights. Improvements in data processing and sampling methodologies could enhance the reliability of analytics data.
  3. Customization Complexity: While GA4 offers extensive customization options, configuring advanced tracking and reporting setups may be complex for users without technical expertise. Simplifying the customization process and providing user-friendly tools and resources could improve usability.

In conclusion, Google Analytics 4 represents a significant advancement in website analytics, offering advanced features and capabilities to help businesses gain deeper insights into user behavior and optimize their digital strategies. While the platform boasts strengths such as future-proofing, deeper insights, and seamless integration with Google products, it also faces challenges such as a learning curve, data sampling issues, and customization complexity. By addressing these weaknesses and continuing to innovate, GA4 has the potential to become an indispensable tool for marketers seeking to understand and engage their audiences effectively in the digital landscape.

#7 Bordio for Task Tracking and Productivity

Bordio website screenshot

Navigating the busy digital landscape requires a reliable task tracker. Bordio emerges as that trusted partner, turning potential chaos into streamlined order with its sleek and intuitive interface. Catering to everyone, from freelancers and students to busy professionals, Bordio’s features such as color-coded tasks, task duration estimation, and project breakdowns simplify your workload. With tools like recurring event organization, calendar templates, and daily planners, this task tracker ensures every to-do is efficiently managed. Embrace Bordio and elevate your approach to task tracking and productivity.


In a nutshell, marketing tools for small businesses are the powerhouse behind your online strategy. They are the driving force that helps you create eye-catching campaigns, engage with your audience, and ultimately, convert leads into loyal customers. Imagine having a tool that can analyze customer behavior, suggest the best times to post on social media, and even automate email marketing. These tools are designed to simplify your marketing efforts, save you time, and deliver results. So arm yourself with these must-have tools and do not forget about how call tracking can boost your results.

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