In January 2020 I took part in a panel discussion on Organic Reach at the Marketing Connect Conference in Nanaimo, BC. During the wrap-up portion, I mentioned that there are free tools available for measuring your digital efforts that every small business owner should be taking advantage of. As promised, below is a list of free tools I recommend, as well as several paid platforms I use that also offer free (limited) versions.
This list if by no means comprehensive, and my descriptions below are very high-level. Use this list to begin exploring on your own, or if you work with an agency or marketing expert, this might help you understand some of the tools they may be using, or help you ask informed questions.