The 9 best digital marketing tools that are free

There is a wealth of tools to help you become a better marketer. In this blog post, we at Contitude recommend the best marketing tools that are free.

Google's own marketing tools

Google Analytics, Google Search Console, Google Tag Manager and Google Optimize are a must for any serious digital marketer. All of these tools are completely free and easy to implement on your website.

Google Analytics

Google Analytics is the most well-known of the tools and allows you to collect statistics about what visitors do on your website, how they found you and some information about who they are. For example, you can see how many visitors come from Sweden or what age category they are likely to be in. You can also find information about which page they visit most often and which page they stay on the longest.

Google Search Console

Google Search Console is a tool that collects data from searches on Google where your page appears. You can find information about which search terms you appear on (are exposed to), how many people click on your result and your average position on that particular search phrase. We often use Google Search Console to get inspiration on what topics visitors are interested in.If you want to know more about Google Search Console, we have a full post just on that here: What is Google Search Console?

Google Tag Manager

Google Tag Manager (GTM) is a tool that implements code on your website. Through Google Tag Manager, it is easy to add pixels from Facebook or set up events that you want to measure on your website. If you want to know how many people click on a specific button on your website, GTM is the right marketing tool to use to measure just that. Then you can also set it up as a conversion in Google Analytics to measure what type of traffic or what type of person completes the conversion.

Google Optimize

Google Optimize is also a free tool developed by Google. In this conversion optimization tool, it is easy to create and analyze different types of A/B tests on your website. Conversion rate is an extremely important factor for the success of your digital marketing and this tool will help you analyze and test different strategies to increase your conversion rate. One of the best parts about this marketing tool is that you completely avoid coding to create an A/B test.If you want to learn how to set up an A/B test with Google Optimize, we have a perfect blog post here: Learn how to A/B test your website with Google Optimize


Hotjar is a tool used by digital marketers to see exactly how a visitor moves around a website. By implementing a small piece of code on your own website, Hotjar allows you to see exactly how the visitor moves their mouse across the website, where they click or how they scroll. You can also get a heatmap of a specific page so you know where most people click, or how far they scroll on average, or how they move their mouse. Often you can quickly draw conclusions about which parts of your website need development.Hotjar is free in a first version but has the option to upgrade for a small fee. However, for most small and medium-sized businesses, the free version will go quite far.


HootSuite is a digital marketing tool focused on helping with social media. HootSuite allows you to post to multiple social media sites simultaneously without having to log in to each site. You can even schedule posts in the future so you can plan what content you're going to share in the future without having to post new entries every day.Like Hotjar, HootSuite has a free version that goes quite far for small and medium-sized businesses. But if you have more than 3 social media channels, you'll need to upgrade your HootSuite.


Mailchimp is basically an email marketing tool that is perfect for those who need a tool to send out newsletters or other types of email blasts. There are ready-made email templates that you can use straight away and you only need to change the text and images to get something that looks really good.As always with email marketing, use it in moderation and don't "spam" your customers, employees or potential customers. Of course, you should also keep an eye on GDPR regulations when sending emails. In fact, if you stick to these rules, there are studies that show that email marketing provides the highest ROI of all types of marketing activities, even better than SEO, which comes in second.Mailchimp is completely free for up to 2000 recipients. If you need to reach more recipients you will need to upgrade to another level but for most people 2000 recipients will be enough.


Ubersuggest is an SEO tool that helps you analyze your own website but also how difficult it is to rank on different keywords. Ubersuggest has been completely free until recently when they started subscription services that cost. However, they have said that they will open up more and more freely so that you can still get good value from the free version.Compared to the SEO tools on the market today, Ubersuggest is still good as a free version and hopefully even better again soon.

Screaming Frog SEO Spider Tool

Screaming Frogs SEO Spider Tool is a great tool to better understand a website from a search engine's perspective. It is a so-called. "website crawler" where the free version allows you to crawl 500 pages of your website, allowing you to analyze the results and find improvement opportunities and action points. In other words, Screaming Frog helps you gather important data for your SEO so you can make informed decisions.Here are three examples of things you can do with Screaming Frog:

  • Find broken links (404) that you can then export and address correctly
  • Analyse titles, meta descriptions and meta titles. This will allow you to see which pages are missing this and which are too long or too short and which are duplicated.
  • Create sitemaps to make it easier for search engines to crawl

The Screaming Frog SEO Spider Tool is clearly a useful tool for those who want to improve their SEO.At Contitude we use all of the above tools and if you would like help finding out which tools you need, please contact us and we will be happy to advise you.Contact us and we'll tell you more!

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