There’s a few go-to tools that I love, starting with Google Analytics, which pretty much sets the standard for everything you need when it comes to tracking what’s happening on your website, including analyzing lead generation strategies, tracking conversion rates, and measuring the effectiveness of the website in keeping visitors engaged. It’s really a one-stop shop when you want in-depth data about how your customers and prospects are getting to your website… and interacting with it. It has too many great features to mention, but I especially love Real Time analytics, which gives you live information about users who are currently on your website.
I also LOVE CrazyEgg for heat mapping purposes, which helps me identify areas on websites and landing pages that need to be revamped/reworked for optimization purposes. This is especially helpful with new websites, landing page optimization and split-testing. For me, I focus heavily on ROI so this type of deep data is stuff I get super jazzed about.
For my social media marketing, I love Hootsuite, which schedules all my social media postings, and provides me with customized analytics so I can measure my ROI on all my social media marketing campaigns. The detail Hootsuite provides is really incredible, so I always know how my companies are being mentioned on social media. Best of all, newcomers can take a 30-day test-drive to see how everything works before making a commitment to the service.