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Digital Marketing: Everything You Need to Get Started

Welcome to Jen’s Picks

My favorite digital marketing products, services, and resources to help a business build a foundation with growth in mind.

It is not a replacement for consulting advice or industry research. It is exponentially better to reference this list instead of relying solely on crowdsourcing for answers on social media. Your friends are awesome, but unlike me, they probably don’t have 25 years of marketing and tech experience. If you’re taking your business digital for the first time, we suggest our series on digital transformation or our podcast about questions to ask before starting.

This is an AWESOME collection of business growth tools. #business #smallbusiness #womenhelpingwomen Click To Tweet

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Getting Started

If you look at this list and it makes your head swim, or you feel a little light-headed, you might need help putting everything into a plan for when (and how) to address these needs.

Or, you want a deep dive to make sure you’ve picked the best tools to fit your particular business. Maybe you want all of your tools to talk to each other (or integrate with existing processes) so you can save time.

That’s where I come in. I offer a variety of digital marketing consulting packages to help you plan, prioritize, and implement your overall digital marketing strategy. Contact me and we can get something started.

You might notice there’s a lot of web-related tools. If you already have a website, I offer a website review. If you’re unhappy with your website and don’t know where to begin, this product will help your website become a marketing hub aligned with your business goals.

Think of this as a project. To get through this list it requires planning, to-do lists, a budget, and a reasonable timeline. But you also need to reset your mindset, get curious, and stay authentic. Here are a few blog posts I’ve written to help:

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Get the Tools You Need to Grow Your Business domains

Where to Buy and Host Domains

Selecting a domain is tricky business. It’s also the initial bedrock of any digital marketing strategy. Ideally, the domain, keywords, and social profile availability are considered during the business name decisionmaking process.

The best domains are:

  • .com;
  • There’s not a lot of competition when you search on Google; and
  • Social profiles are also available.

I love Google Domains for buying and hosting a domain.

Why I love Google Domains:

  • $12/year
  • Includes domain privacy
  • Simple interface
  • No upselling
  • Screaming fast updates
  • Seamless integration with G Suite

Use Google Domains to search for a domain name. Search for social media availability on Namech_k.

Other tidbits:

  • Get one domain and use it as your digital hub – website, email, etc.
  • Make sure the domain is something that will grow with your business.
  • The longer you have your domain, the more value it acquires.
  • Having multiple domains and websites not only spreads resources thin, but it’s hard to maintain, and it spreads your digital equity across all of the domains instead of building momentum in one place.

Not recommended: GoDaddy, 1&1

What Jen uses: Google Domains

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Get the Tools You Need to Grow Your Business website hosting

Website Platforms and Hosting

In order to maximize your digital marketing reach, there are only three recommended website platforms:

Shopify – if you have inventory tracking, more than 10-15 products, and need to calculate shipping, Shopify is the website platform for you. Shopify also has an interface for taking payments at your brick-and-mortar, which will update your inventory (just like it does for online sales).

Squarespace – Squarespace is the perfect platform for technology-phobic users and nonprofits with a lot of turnover/people updating the site. Squarespace has worked diligently on improving its search engine optimization (SEO) tools, and it integrates with so many business tools, including MailChimp, G Suite, and Xero. In addition to content, you can also use it for podcasting and products.

WordPress.org – this is the most flexible platform in the bunch. You have total control – which can be awesome and amazing and help you find and reach your audience. Or, it can be a disaster if you don’t take time to learn it or pay money for someone to develop and support the site. Shopify and Squarespace have limitations, but they include security, updates, and hosting. With WordPress.org, it’s self-hosted, and you are responsible for security, updates, and hosting.

Not recommended: Wix, Weebly, Duda, GoDaddy Web Builder, Strikingly, Site123, etc. – these platforms aren’t portable (meaning you have to rebuild your website when you outgrow the platform), aren’t built for business, are terrible for search engines, and hold relatively low value beyond being a digital business card, albeit a hard-to-find digital business card. I also don’t recommend a WordPress.com website, for different reasons.

WordPress.org Recommendations

  • Get good website hosting: I highly recommend SiteGround, which is recommended by WordPress.org. Honorable mention: FlyWheel. Don’t go with budget hosting. You will thank me later. Not recommended: GoDaddy, HostGator, HostMonster, Fat Cow.
  • Use a high-quality, well-supported theme. My current theme of choice is Generate Press which can be used with Beaver Builder, Elementor, or Thrive Themes Architect if you want a drag-and-drop web page builder. Not recommended: themes from Theme Forest, custom-coded websites.
  • Limit the number of plugins you install
  • Turn on automatic updates for WordPress and plugins
  • Pay for security. Yes, you can use free security but good security is worth paying for. Sucuri starts at $10/mo. for a firewall, $199/year for firewall and virus protection. WordFence Premium causes some website slowness, but it’s good protection for $100/year.
  • Set up backups. Use UpdraftPlus (free if you back up to a DropBox account).
  • Use an SSL certificate (free with most website hosts, including Siteground)

What Jen uses: WordPress.org, Siteground, GeneratePress, Thrive Themes plugins (for marketing integrations), and WP Rocket (for speed)

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Get the Tools You Need to Grow Your Business basic seo

Basic SEO Tactics, Services and Plugins

SEO = search engine optimization = getting found on Google, Bing

Shopify, Squarespace, and WordPress are great for updating the titles and descriptions for search engines. It’s free to update your titles and descriptions and doing so will give you a bump in visitors.

Moz Local – for businesses with a location (use with any website platform). Starts at $99/location/year.

WordPress Plugins

Yoast (free) – the most widely used WordPress SEO plugin. If setting it up seems tricky, they have a ton of resources on their website.

What Jen uses: Moz Local, Yoast

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Get the Tools You Need to Grow Your Business email productivity

Business Email and Productivity Software

Digital marketing is about your overall presence, including your email and productivity software.

If you’re a small business, nothing beats G Suite (starts at $5/user/month). Always use an email product that connects to your domain (instead of a free Gmail or Yahoo account). Not only is it more professional but 75% of people say having a professional email is a key to trusting a business.

Are you a non-profit? Get G Suite for free! (Along with many other great tools for nonprofits.)

G Suite also includes Google Drive, Sheets, Docs, Forms, and Calendar, meaning you don’t need Office 365.

G Suite email client: Kiwi for G Suite. It’s a great client that gives you access to your G Suite all in one place without needing to have your browser open.

Have you over-subscribed to newsletters? For about $50/year Mailstrom is a life-saver. I’ve used it for years. It helps me clear the junk and get my inbox to zero.

What Jen uses: G Suite, Kiwi, Mailstrom

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Get the Tools You Need to Grow Your Business social media scheduling

Social Media Scheduling

Friends don’t let friends manually post to social media. You don’t have time for it. Yes, it’s slightly more effective if you do it manually, but it also encourages you to waste precious time browsing Facebook or Instagram.

Favorite paid product: Meet Edgar. For the past couple of years, I’ve used a combination of MissingLettr and SocialBee. Although it was great to use tools without a monthly fee (I have lifetime deals for both), after I hit 100 blog posts I needed a one-stop-shop for auto-generating variations of my blog posts and content buckets for different types of content (e.g., promotions, quotes, articles, etc.).

Bottom line: schedule your content using a program that’s easy for you to manage. Then you can spend your time on social media engaging with people.

Auto-posting to Pinterest and Instagram (business profiles only): Tailwind or Later

Best low-cost social media scheduler: Buffer

What Jen uses: MeetEdgar

Related Podcast: How to Plan and Engage Effectively on Social Media

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Get the Tools You Need to Grow Your Business content research

Content Research

Answer the Public (free) – enter in a search term and get a visual look at what questions people are asking about your word or phrase. Helpful if you want to write a pillar post or headline that will attract attention.

Google Trends (free) – use Google trends to check the popularity of different keywords or terms.

Headline Analyzer (free) – the key to a good blog post is the headline. Take the guesswork out of your headline writing with this handy analyzer. Trust me, it’s worth filling out their form for access.

Publishing Tools:

Storychief (free or paid) – I love writing. I hate publishing and posting everywhere. Storychief connects to your website, Medium, social media accounts, email marketing, and well, just about everything so you can write and publish to it all from one place. It’s a real time-saver.

What Jen uses: Storychief, Meet Edgar, Answer the Public, Google Trends, Headline Analyzer

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Get the Tools You Need to Grow Your Business email marketing

Email Marketing

The best part of email marketing is it’s trackable – you can see who opens your emails, what they click on, etc. You can also segment the emails to send to different customer groups based on interests, products they buy and regions where they live.

It’s fantastic and something all business owners need to use. Why? Because it’s a captive audience and if people subscribe, it means they want to hear from you. It’s a great way to promote your services.

About 80-90% of businesses will be just fine with MailChimp. Unless you have some dynamic/complicated email marketing planned on the 3-5 year horizon, MailChimp fits the bill.

MailChimp (free for up to 2,000 subscribers)

MailChimp Subscribe (tablet app for collecting subscribers at events or brick-and-mortar)

If you have your sights set on digital marketing being a significant income stream, then go with ActiveCampaign (starts at $9/mo.). ActiveCampaign helps small businesses create crazy awesome marketing automation to leverage customer lists and increase sales.


What Jen uses: ActiveCampaign

Not recommended: ConstantContact, GoDaddy

Services for bigger businesses (and budgets): Infusionsoft, Ontraport, AWeber, Salesforce

Bottom line: make sure whichever service you choose integrates with your website, social media, and other outreach tools. You want subscribers.

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Get the Tools You Need to Grow Your Business financial strategy

Financial Strategy and Accounting

I’m putting the accounting software into three categories: free, most tax pros, and up-and-coming.


Wave, not as many integrations with other programs and fewer tax/accounting professionals support it. It handles accounting, invoicing, payroll, and payments. For free. Excellent for budget-conscious business owners.

Software supported by the most accountants and tax pros:

QuickBooks for business or QuickBooks self-employed. Hard to use but millions of tax professionals and accountants can’t be wrong.


Xero: more user-friendly and supported by a growing number of tax professionals. Can get pricey.

What Jen uses: not disclosed for security reasons

Honorable mention: none (sorry guys, FreshBooks isn’t really accounting software)

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Get the Tools You Need to Grow Your Business payment processing

Payment Gateways and Processors

OK – I’m going to give it to you straight. You have to be able to take payments in person and online. People don’t carry cash or checks anymore. The minute you wait for payment, you’ve just increased the likelihood of losing a sale.

Square is the easiest way to take payments in person and online. Plus, it’s an incredibly versatile program that allows for business growth. Not only does it take payments, but it also is an excellent place for your products (unless you use Shopify), appointments, time tracking, and customer list. When your business begins to grow, you can also use it as your CRM. Square integrates with many other software programs, like MailChimp and Quickbooks.


Other online payment processors: Stripe, PayPal, Authorize.net

Shopping carts: ThriveCart, SamCart, Shopify, Squarespace (different from Square)

Bottom line: let the experts handle payment processing. Don’t take down credit card info on paper or handle payments using WooCommerce – unless you’re willing to take on PCI Compliance responsibilities for safeguarding sensitive customer information (like credit card numbers).

What Jen uses: Square, Stripe, PayPal, ThriveCart

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Get the Tools You Need to Grow Your Business software sales

Software Deals

I can afford all of this software because of Appsumo* and shopping for deals.

I don’t recommend Appsumo for core services (email, accounting, email marketing, website) because sometimes the companies go out of business, but if you want to save a buck and support the developer community with a non-essential service give Appsumo a look.

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