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Marketing tools directory
A short, honest directory of tools marketers use for SEO, social media, content, advertising, analytics and planning, with use cases and limitations.
How to read this directory
Labels and limits
Each tool is labelled free, freemium or paid based on its general model at the time of our review. Plans, limits and prices change often, so always confirm details on the official site before you decide.
- Free: usable without paying for core features
- Freemium: a free tier with limits and paid upgrades
- Paid: requires a subscription or fee
No endorsement
Being Marketive does not own, partner with or endorse these tools unless we say so. They are examples, not recommendations, and you may prefer alternatives. Tools support a plan from our playbooks, they do not replace one.
A starter marketing tool stack for small businesses
You do not need expensive software to market a business well. Most small businesses can run a professional setup using free tools and add paid ones only when a clear need appears. Below is a practical stack organised by job, with notes on when each tool is worth it. We have no paid relationship with these tools; check current pricing and features on their official websites before you sign up.
Analytics and tracking (free)
- Google Analytics 4: see where visitors come from, which pages they read and which actions they take. Set up conversion events for forms, calls and purchases.
- Google Search Console: see which searches show your site, fix indexing problems and submit your sitemap. Essential for SEO.
- Microsoft Clarity: free heatmaps and session recordings that show how people actually use your pages.
- Google Tag Manager: manage tracking codes without editing your website each time.
SEO
- Google Business Profile: the most important free local marketing tool for any business with a location or service area.
- Rank Math or Yoast (WordPress): manage titles, descriptions, sitemaps and schema.
- Google Keyword Planner: free keyword ideas and rough search volumes, available with a Google Ads account.
- Ahrefs, Semrush or Ubersuggest: paid research tools, worth it once you publish content regularly and want competitor insights.
Content and design
- Canva: social posts, reels covers, presentations and brochures with templates. The free plan covers most needs.
- CapCut or InShot: mobile video editing for reels and shorts.
- Google Docs and Sheets: content calendars, briefs and simple reporting.
Social media and messaging
- Meta Business Suite: free scheduling and inbox for Facebook and Instagram.
- WhatsApp Business app: catalogue, quick replies, labels and greeting messages. Move to the WhatsApp Business Platform through an approved provider when you need automation and broadcasts at scale.
- LinkedIn and YouTube Studio: native analytics are enough for most small businesses.
Ads
- Google Ads and Meta Ads Manager: the core ad platforms. Learn the native tools before adding third-party software.
Email and CRM
- Brevo, Mailchimp or Zoho Campaigns: email newsletters and automated sequences, with free tiers for small lists.
- Zoho CRM, HubSpot free CRM or a well-structured Google Sheet: track every lead from enquiry to sale. Start simple and upgrade when volume grows.
How to choose
Pick tools that solve a problem you already have, that your team will actually use and that connect with each other. One well-used free tool beats five paid tools nobody opens. Review your stack every six months and cancel anything unused. See how these tools fit into a complete plan in our resources and checklists and channel guides.
SEO tools
Read the SEO strategy guide to see where each fits.
Google Search Console (Free)
Use: see queries, clicks and indexing issues. Limit: shows your own site only.
PageSpeed Insights (Free)
Use: check speed and Core Web Vitals. Limit: lab and field data differ.
Google Trends (Free)
Use: compare interest in topics over time. Limit: relative, not exact, numbers.
Ahrefs and Semrush (Paid)
Use: deeper keyword, backlink and competitor research. Limit: cost, and estimates are not exact.
Social media and content creation tools
See the social media guide for planning methods.
Canva (Freemium)
Use: design posts, carousels and thumbnails. Limit: some assets and features need a paid plan.
Buffer (Freemium)
Use: schedule posts across platforms. Limit: free plans cap channels and posts.
AI writing assistants (Freemium)
Use: brainstorming, outlines and first drafts. Limit: outputs need human review for accuracy and originality.
Advertising and analytics tools
Pair these with the paid advertising guide.
Google Ads Keyword Planner (Free with an account)
Use: keyword ideas and volume ranges. Limit: needs a Google Ads account, and ranges are approximate.
Google Analytics (Free)
Use: understand traffic and conversions. Limit: needs correct setup and consent handling.
Looker Studio (Free)
Use: build shareable reports from data sources. Limit: depends on connected data quality.
Productivity and planning tools
Trello (Freemium)
Use: simple kanban boards for content pipelines. Limit: advanced automations are paid.
Notion (Freemium)
Use: notes, wikis and content calendars in one place. Limit: can become messy without structure.
Verify before you buy
Plans, features and prices can change without notice. Check the official site and read current reviews before paying for any tool, and start with free options when you can.
Marketing tools FAQs
Start with free tools such as Google Search Console and Google Analytics. They teach good habits without cost.
Not at the start. Add paid tools when free tools no longer answer your questions.
We do not currently run affiliate or sponsored placements. If that changes, we will disclose it clearly.
Choose tools after you choose a plan
Pick a playbook first, then add only the tools it needs.