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It’s 2025, and the digital marketing landscape is more competitive than ever. While you’re likely already using tools like Google Analytics 4, HubSpot and Canva, there are some lesser-known solutions out there that can significantly enhance your digital marketing efforts. Below are five underrated tools that can help you optimise your marketing funnels, improve site performance and strengthen your brand’s digital presence.
1. Surfer SEO
Category: Content Optimisation & Keyword Research
Why It’s Underrated: Surfer SEO has grown in popularity among content marketers, but it’s still overshadowed by giants like SEMrush and Moz. For teams looking to marry SEO best practices with on-page content guidance, Surfer SEO offers real-time recommendations to ensure your pages rank higher, faster.
Key Features:
Content Editor with live keyword density checks
SERP analysis for top-performing competitor pages
Topic cluster suggestions for content planning
Use Case Example: Crafting high-value, long-form content for your marketing funnel’s awareness stage. Surfer identifies the most relevant terms, headings and structural elements so your blog posts are positioned to climb up the SERPs.
2. Google Ads Editor
Category: PPC Campaign Management
Why It’s Underrated: Google Ads Editor is a powerful, free tool that allows marketers to manage large-scale Google Ads campaigns offline. While many rely solely on the Google Ads web interface, this desktop application provides bulk editing capabilities, making it an essential asset for efficiency-focused digital marketers.
Key Features:
Offline editing with bulk changes across multiple campaigns
Advanced filtering and search functions
Easy import/export for seamless collaboration
Use Case Example: Managing seasonal PPC campaigns across multiple ad groups and accounts. Google Ads Editor helps streamline bid adjustments, keyword modifications and ad variations in a fraction of the time.
3. NiftyPM
Category: Project Management & Collaboration
Why It’s Underrated: When we think of project management tools, Asana, Trello or Monday.com typically top the list. NiftyPM, though less mainstream, offers a sleek interface that’s perfect for teams juggling multiple marketing projects—from website redesigns to video production timelines.
Key Features:
Integrated timeline, milestones and workload views
Collaborative docs for real-time content editing
Built-in chat for team communication
Use Case Example: Overseeing a website rebranding project to ensure consistent branding and design elements across multiple channels. NiftyPM’s milestones keep all tasks (e.g., logo iterations, landing page updates, brand guideline approvals) on track.
4. Animaker Voice
Category: AI-Generated Voiceovers
Why It’s Underrated: Video remains king for brand storytelling, but high-quality voiceovers often come with steep production costs. Animaker Voice offers an easy way to convert text to natural-sounding speech in multiple languages and accents, perfect for explainer videos or social ad campaigns.
Key Features:
Realistic voice profiles in various languages
Speed, pitch and emphasis controls
Simple drag-and-drop text script interface
Use Case Example: Producing a quick product demo video at scale—without having to schedule or pay for voiceover talent. This is especially useful for A/B testing different ad variations with minimal overhead.
5. Writesonic
Category: AI Content Creation & Copywriting
Why It’s Underrated: While ChatGPT and Jasper AI dominate the AI writing space, Writesonic stands out for its ability to generate high-quality, marketing-focused content at scale. It’s an excellent tool for creating blog posts, ad copy and landing pages that align with SEO best practices.
Key Features:
AI-powered blog and ad copy generation
SEO-optimised content suggestions
Pre-built templates for different marketing needs
Use Case Example: Crafting compelling social media captions and ad copy quickly for multiple campaigns, ensuring consistency and engagement across all platforms.
How to Incorporate These Tools into Your 2025 Strategy
1. Set Clear Objectives
Map each tool to a specific goal or funnel stage. For instance, use Surfer SEO to bolster awareness via organic traffic, Google Ads Editor for PPC campaign efficiency and Writesonic for landing page conversion improvements.
2. Sync With Existing Workflows
Many of these underrated platforms feature integrations with popular CRMs, project management tools and analytics dashboards. Explore API connections or pre-built integrations to keep your data streamlined.
3. Pilot, Measure and Scale
Start small with a pilot programme—maybe a single email sequence or a short product video. Measure results (e.g., open rates, time-on-page, conversions), gather feedback and then expand usage if it’s successful.
4. Train Your Team
Adoption hinges on user comfort. Provide knowledge-sharing sessions or quick training videos so your team feels confident in harnessing these new tools.
Final Thoughts
Underrated tools can sometimes offer the biggest competitive advantage, especially in a saturated market. By integrating platforms like these into your digital strategy, you’re not just keeping up—you’re staying one step ahead.
Remember: The goal isn’t to use every tool on the market, but to find the ones that address your unique pain points and integrate seamlessly into your overall marketing strategy. By experimenting with tools, you can discover new efficiencies and tactics that give your brand an edge in 2025 and beyond.
Need help identifying the right tools for your strategy? Reach out to our team today and let’s craft a plan that drives real results!
