The growing demand for various areas of Internet marketing is due to a number of real factors. Everything is experienced. And the practice has shown that it is web marketing today that can solve even practically insoluble issues.

A crisis and a sudden decrease in user activity are not terrible if email marketing is mastered. Due to increased competition and the desire to save time and resources on other product promotion channels, marketers are increasingly turning to electronic mailings. But in order to realize the full potential of this area, you should understand why email marketing for a business, its strengths and weaknesses are needed.

What tasks is email marketing aimed at?

It should be remembered that email marketing is not a short-term, but a long-term event aimed at solving the main goals of an advertising campaign. As a rule, he solves several basic tasks at once:

• A reminder of a brand, company, product or service.
• Personalization of newsletters.
• Incentives for repeat acquisition
• Implementation of feedback (communication tasks).
• Attraction and development of a subscriber base
• Based on segmentation.
• Analysis of the results by mailing in order to increase business efficiency, sales growth.

Today, email marketing not only saves time and human resources, as it is carried out mostly in an automatic mode. But it is one of the cheapest and most effective ways to increase sales and business development.

Benefits of Choosing Email Newsletters

One of the most important advantages of using email newsletters is the high financial return and real money savings. It costs a little, but it brings a lot. Who does not dream about it !? In addition, email marketing has several more obvious advantages:

• After sending the finished newsletter, sales growth increases by at least 10%.
• If the e-mails are created correctly, the result appears almost immediately after sending it.
• You can save money not only on the newsletters themselves but also on design and copywriting, thanks to ready-made and completely free templates that are often found on some web resources.

Another clear advantage is the ease of preparing newsletters. But, of course, there is a danger that your letters will be sent to the spam folder. To avoid this annoying nuisance, you should adhere to a couple of plain tips.

Rules for creating email newsletters

Firstly, you should not impose your services on those who have in no way shown interest in either your company or the product or service. Of course, you can send them a fact-finding letter, but do not bombard them with a gulp of “selling” letters. Otherwise, the result will be deliberately negative – a link to your site will be sent to spam settings, and all mailings will go into oblivion.

The rules for creating quality and productive emails are as follows:

• Messages should be sent only to those who voluntarily subscribed to them, i.e., showed readiness for further cooperation and is interested in the product offered by your company.
• Electronic sales letters should not be sent often, but regularly and only with the latest news or attractive offers.
• There should not be any useless and intrusive PR, as this will only repel a potential and even loyal customer.
• All messages should be broken down on clear topics, nothing more;
  any letter should begin with a polite treatment and throughout the text should show respect for the user.
• Illiterate messages only repel yourself, often overshadowing even very beneficial news for the buyer.

Do not forget about a clear indication of the reason for sending email newsletters. As well as about the contacts of the company or manager, who can be contacted to clarify the circumstances of the action or prices.
The rules are as simple as creating similar “selling” emails. But compliance with them can increase the effectiveness of email messages at times.

Stages of planning and implementing email marketing

After there are no questions left, why do you need email marketing for a business, you can start planning and launching an electronic advertising campaign. Everything is also very simple here, but a competent approach to each stage guarantees a larger percentage of increased sales and traffic growth.

So, the stages of email marketing:

• Determination of the main goal or end result that needs to be achieved as a result of mailings (for example, attracting new customers or transferring subscribers to the category of regular customers).
• you must initially answer for yourself the question of whether there is readiness for a long-term project of this type.
• Determination of the actual deadlines for the execution of the intended.
• Highlighting the target audience with which you will work.
• The choice of the main idea that will need to be conveyed in the letters, it should be concise, clear for understanding and broadcast inaccessible forms of reporting.
• Determining the actions expected from the target audience in response to receiving newsletters.
• Thinking over the specific actions that potential customers must take to achieve their task.
• The choice of several methods to stimulate the acquisition of products by subscribers.
• Determining the format for receiving feedback from customers, the format of the newsletter itself.

Now you can start creating emails. And then think about new forms of attracting regular subscribers, about the greater attractiveness for potential customers of the subscription page. Since you should never stop there. Only that business wins in which development and progress do not stop for a moment.

Also Read: How Digital Marketing Changes Small Businesses

Today’s market with the huge competition is directly related to Internet marketing. A sober businessman understands this and will never refuse to use such an effective success tool in all respects as email marketing.

Has a website but no traffic? It can be fixed! We know more than 50 ways that will help increase the regular flow of visitors to your web resource, and therefore your profit. How to do it? Read in our article!

1. SEO – search engine optimization.

To increase the traffic to your website, you first of all need to fill it with high-quality text content, which includes relevant keywords.

The first stage of work is the search for one or more keys that represent your area of ​​activity. They will be used in texts filling the web pages of the site. In the first few months of content creation, select keywords with a search volume of fewer than 10 thousand queries per month as keywords. Later, after filling the website with content and optimizing its pages, it will be possible to expand the semantic core with keys with a large search volume.

Use the blog to create the necessary basis for SEO-promotion of your online store. By working on this section of the site, you can attract organic traffic.

Top 50 Ways That Will Increase Website Traffic in 2020

2. Regular updating of content.

Search engines primarily show sites whose content is regularly updated. In order to keep the website content always up-to-date, outdated content must be periodically deleted, replaced with new, or regularly updated old content.

A simple technique that will allow you to demonstrate the regular activity to the Google search engine – to give your customers the opportunity to leave product reviews. Bonuses to the always “fresh” content of the web resource:

• Receiving a large number of unique content, which also increases traffic.
• Studying reviews, visitors spend more time on the site, which improves its SEO position.

Regular updating of content

3. Analysis of competitor websites.

To understand which marketing channels will help you increase online sales, analyze the activities of competitors. Having found out their main sources of traffic, you can significantly increase the attendance of your own web resource.

Also Read: Top 10 Blogs That Sold For Millions Online Money Making

The free Alexa service will help you with this analysis. How to use this tool:

• Enter the URL of the competitor’s site.
• Go to the section “Upstream sites”.
• Browse through the list of websites that users visited just before they entered a competitor’s site.

How to use the information received:

• If the main source of traffic is Google, focus on Google Ads and SEO-optimization.
• if visitors get to competitors mainly through Facebook, get involved in advertising on this platform.
• if the largest number of customers comes to the website through a niche blog, you need to try to establish cooperation with this blog.

Analysis of competitor websites

4. Promotion through YouTube.

How to increase traffic through the YouTube channel:

• Create commercials on YouTube.
• add links to the description of videos.
• Add links to annotations to videos.
• Encourage other YouTube users to share links to your videos.

To attract visitors to your online store through this channel, you will have to work hard. You will need at least one video per week, moreover, for quite some time. Collaboration with major video bloggers brings very good results.

5. Promotion on the Facebook platform.

Although this social network was created for communication between friends and family members, today this platform can become a source of good traffic. Where visitors can come to your site from:

• From groups for buying and selling on Facebook.
• Advertisements.
• Messenger.
• posts on Facebook.
• From your own page of your online store.

6. Promotion on the Instagram platform.

About Instagram today, only the lazy did not hear. Created for communication, this social network is one of the best marketing channels for online trading. This is facilitated by a large number of users and business-friendly features of the site.

How to increase traffic using Instagram:

• Create an online store page, place a link to it in the profile header.
• Add links to Instagram stories, in the texts of posts and photos.
• organize branches.
• Arrange with people who will sell your goods for a commission, or will post their referral link in Instagram posts.
• Collaborate with influential blogs that have a large number of subscribers.
• Place advertisements.

7. Use Email – marketing.

Email promotion has long been proven to be effective. Therefore, from the first day of the existence of your web resource, we recommend that you create a list of email addresses for distribution. To do this, simply add a subscription form to your newsletter on the site. By subscribing to them, your potential buyers will always be aware of the price actions, sales, and new products of your store. Such information often stimulates not only to enter the site but also to make a purchase.

The advantage of this marketing channel is that, unlike social networks, it is completely controlled by you.

8. Promotion on the LinkedIn platform.

This social network has its own specifics and is rarely considered by online stores as a source of traffic. Nevertheless, regularly posting your PR news on this platform, you can get a steady stream of visitors from this source.

What information can be published on LinkedIn to increase site traffic:

• About your participation in charity events.
• About the achievements of your employees.
• About the success of your business.
• About an innovative product that has appeared in your assortment.
• Informational videos with a link to your site.

9. Promotion on the Twitter platform.

This resource is actively fighting with the automation of spam, but it can also bring new visitors to you. By the way, this platform is one of the best for beginning entrepreneurs whose goal is to increase traffic. This will help you:

• The uses of appropriate hashtags.
• Competent content marketing.

On Twitter, you can publish messages about new product launches, promotions, and sales, etc., or post links to voluminous articles published on the site. You can also write interesting tweets here that will help you find a common language with potential customers. At the same time, do not forget to post links to pages of your online store in the articles and use the “click to retweet” function.

10. Try Pinterest.

Interest is another great way to increase website traffic. Using this resource can bring even better results than working with Facebook.

What you need to do to promote – just add your products and blog content to this social network a couple of times a week. But there is a little trick. To attract the maximum number of visitors to your web resource, you need to make one PIN code viral.

Another tip – when posting a message, attach all the images that you have in it. Even custom ones can be useful to you. This will give you the opportunity to remove the pin code, and increase the number of conversions to your online store.

Lastly, try using the Pinoculars app, which redirects visitors to the Interest. This way you can further increase the number of conversions from Pinterest to your site.

What other ways are there to increase site traffic?

40. Effective methods to increase traffic:

11. Promotion on Snapchat.

12. Add your website to search engines.

13. Internet marketing through the social news site Reddit.

14. Find partners.

15. Out Influencer Marketing.

16. Use the Quora Question and Answer Forum.

17. Do not forget about the Yahoo search engine – write a few comments on Yahoo Answers.

18. Advertising networks.

19. Collaboration with other brands.

20. Web resource optimization for long keys.

21. Use backlinks.

22. Hook People In.

23. Offer niche blogs yourself as a guest blogger.

24. Order niche bloggers a few articles on their blog.

25. Add internal links.

26. Include Influencers in articles.

27. Add a forum to the site.

28. Be active in niche forums – leave your comments.

29. Daily add new products or update site content.

30. Use mail-in social networks.

31. Work with journalists – they will help with content and advertising.

32. Post press releases on popular news portals (such as PR Newswire).

33. Develop a free course for your customers, post it on the site.

34. Create presentations (news, company history, annual progress report, development strategy, etc.) – SlideShare will help you.

35. Do not forget to regularly publish the product.

36. Retargeting.

37. Post-test content that includes features for sharing results.

38. Add buttons to the website to go to your pages on social networks.

39. Webinars.

40. Record podcasts.

41. Sales and promotions on the site – on an ongoing basis.

42. Hold contests among subscribers in social networks.

43. Write in medium, including in the text links back to your website.

44. Analyze your online resource and determine where the bulk of visitors come from.

45. Optimize the best source of the traffic to get the most out of it.

46. ​​Market expansion through a social marketing site.

47. Post unique content on the site.

48. Direct traffic to your website from personal accounts.

49. Become the Best in the News Feed.

To promote the sites, companies and projects try different techniques and techniques. The result can be achieved by an infinite marketing optimization, sure (crowdsourcing platform to help start-ups in the field of branding by experts in this field).

High employee consistency

As a co-founder of a startup in a highly competitive field, I quickly realized that we had to try new promotion techniques. After numerous trial and error, we found some really effective tactics. Although our startup did not survive, his lessons became invaluable to me. Here are some of the techniques that have proven most effective in our project.

But first, the most important point. For marketing success, a high level of consistency between the marketing, development, and technical teams is critical. Technicians must understand marketing and marketers in technology. In the modern world, technology plays a significant role in marketing optimization. Therefore, it is important for all departments of your team to be aware of a common cause and common perspectives.

1. Customize the site for different users

People come to your site as a result of various campaigns and through various marketing channels. Depending on where and by which campaign visitors came, they differ in “expectations” and “sales steps.” In other words, users are at different stages of getting to know the product, and they have different expectations from what they want to see on the site.

For example, they come to you “on coupons.” For such an audience, in most cases, discounts and products on stocks are interesting. And those who come from Facebook want to learn something new, interesting and inspiring. Only after you “carry them” do they move on to prices and other practical information. Many marketers spend a lot of effort into optimizing a landing page. Their goal is to make it consistent with the campaign that “brought” customers.

After the start page, it would not hurt to take up the rest. Even subtle (small, barely perceptible) changes in the content of the entire site increase conversion by 20% or more. These changes are made in order to “tailor” the site to the needs and interests of the currently prevailing category of visitors.

Examples of such changes:

• Automatically changing the algorithm for sorting products by pages depending on the campaigns for which customers come. If the campaign is “tailored” for coupons and discounts – displaying products with maximum discounts on the first pages;
• quick updating of banners on the home page. In the case of the same “discount” campaign – automatically show and update the banner “Discounts” (“Sale”) as the main banner;
• automatic “implementation” of dynamic (changing) content throughout the site depending on the visitor. For example, show sections “in trend” and “lookbook” to those who came after campaigns about the latest in the fashion industry.

You do not need to invest in super-sophisticated personalization technologies in order to improve the “dynamic” capabilities of the site. We used the Google Tag Manager to “identify the customer” and download content tailored to it. Here are a few steps to implement the idea of “dynamic content” with Google Tag Manager.

1. Contact 4–5 people representing your “target buyers”.
2. Target each campaign to one of these specific people. If you use UTM tracking in your marketing campaigns, you can add an “extra variable” to your URL. The goal is to provide the user with more relevant content. UTM tags are parameters (variables) that contain additional data. They are added to the landing page URL and allow you to transfer additional information about traffic characteristics to web analytics systems. When using UTM tags, you can track and analyze most traffic sources, but many advertisers either do not know about their existence or use them incorrectly.
3. Then, in Google Tag Manager, you can specify settings that dynamically update predefined “content zones” on the site, based on the user.
4. You can use JavaScript in the rules of Google Tag Manager to automatically set different sorting orders for your offers (depending on the user).
5. You can track the increase in conversion resulting from the use of “dynamic content” in Google Analytics.

Think of your site from the point of view of a competent seller. Such a seller understands the context of buyers and speaks a language that resonates with most of them. You can gather a lot of information about site visitors using the targeting criteria. Use this information and personalize the content of your site and its landing page in order to better control the visitor’s “movements” on the page.

2. The campaign should be as detailed as possible.

Many sites conduct “integral” (not divided by areas) campaigns aimed at people of different ages and interests. That is, everyone has the same information. I suggest acting differently. If you run a campaign on Facebook, create a detailed division of your ad sets (sets of advertising) into groups and areas.

This way you can easily identify well-performing segments that produce the best results. For example, my current startup is targeting entrepreneurs “in the early stages of business,” who may need help with branding. In this case, a detailed sorting of advertising content into groups will help you understand which of them works best.

Of course, this method can lead to additional costs. But in the long run, they are more than justified. You will get the opportunity to find the “pearls” among your entire advertising arsenal as early as possible and not spend money on segments that do not bring a return on investment.

When you optimize “ad sets”, change no more than one indicator at a time and measure the results. For example, do not change the content of the ads, the targeting criteria, and the number of costs for attracting a click. Otherwise, you will not know what exactly led to the growth or fall of the campaign results. Keep a journal of changes so that they can be tracked.

When you document all changes within 30–45 days, you begin to see interesting trends. For example, an advertisement with a time limit for an offer (“Only 5 hours left!”) Shows better clickability than without specific dates (“The sale will end soon!”).

3. Reasonably segment your “redirected” audience

Reconfiguration is a great strategy to turn recent visitors into customers. Additional segmentation will allow you to move even further in this direction.

First, you need to exclude all those who “jumped” from the site, only by going to the main page. This usually means that they are not interested in our services. I noticed a significant increase in ROI (return on investment, in this case – in advertising), excluding those who left the site immediately or after spending less than 60 seconds on it.

Then deal with customers who “jumped” from the last steps when making a purchase. They just need a little help. With those who “jumped” from earlier stages, you need to be more convincing. Segment the types of ads or activities depending on the stage at which the client left the site. Invest more in promotion among the readiest to buy. That is, among those who went astray in the final stages of the order.

Do not forget about time segmentation. Usually, the return from those who recently visited the site is greater than from those who were on it a week or a month ago. When forming the division “by time” do not forget to exclude the earlier “category”. For example, those on the 24-hour list should be excluded from the “three-day list”. Thus, these two audiences will not “overlap”, and they will not receive the same offers. You can set exclusion rules in Google AdWords using Custom Combination lists.

• Another important point. Set a limit on the number and frequency of ads so as not to annoy people. If you show ads too often, the result will be the opposite. I recommend no more than 5 impressions per day, and you can determine your optimal frequency yourself experimentally.

4. Determine LTV during optimization campaign

LTV (Lifetime Value, or lifetime customer value) is the total profit of the company received from one client for the entire time of cooperation with him.

For example, your site sells products of different price categories. And you see that products with a discount or products at the lowest price give the highest level of conversion. When you see a conversion, you can decide what to invest in exactly the campaigns that bring the best conversion. But this is not always the right decision. If the campaign is focused on discounters, how much money will they ultimately bring you?

Analyze your campaigns in terms of overall profitability and profitability. It is quite possible that the most successful campaigns are those that gave less conversion, but they “sold” more expensive products. Another indicator of the success of the campaign is the arrival of buyers with high potential for re-purchase.

Your ultimate goal is the overall profitability of the project. Therefore, marketing expenses should be based not only and not so much on conversion. The main criterion is the overall financial performance, including the “lifetime value” of clients received as a result of campaigns. When monitoring campaign performance, use indicators such as profitability and LTV.

5. Use automation

On platforms like AdWords, there are many automation elements. They will help you optimize the process on an ongoing basis. Do not misunderstand me! I do not propose putting the whole process “on autopilot” and I do not say that automation will do everything for you. But there are several basic levers that can be set in automatic mode, saving yourself time.

Here are some examples of process automation with AdWords.

Automatic increase in allocated funds if the keyword shows good financial results. For example, your goal is for customers to cost you no more than $ 25. In this case, the goal should be to increase the number of “presentations” of advertising (the number of contacts of advertising with the audience) for keywords that bring conversion in the range you specify.

Automatic reduction of allocated funds if the keyword does not show the expected financial results. But before you lower it, you need to wait sometime to get the full picture. For example, your goal is for customers to cost you no more than $ 30. You can set the setting at which advertising costs will be reduced, collecting a lot of clicks, but at the same time bringing customers $ 40 and more.

Also Read: How Digital Marketing Changes Small Businesses

Marketing optimization is an ongoing process that has no end. Our tactics worked well in our case, but may not work in yours. The key to success is ongoing experimentation and testing.

The advent of digital marketing has brought about a change in communication channels. Channels can now be evaluated for various indicators. This assessment is done by marketers, conducting a comprehensive analysis.

The sales funnel has changed small business

This approach allowed the introduction of the concept of a sales funnel. What was previously available to large businesses has now become the norm for any successful small company. And this is the main benefit that small business received. A few years ago it was difficult for small firms to survive in the market because they did not have the privileges that large enterprises had.

Due to the use of efficiency parameters, marketing planning has changed towards pragmatism and consistency. The application of a systematic approach eliminates errors at the stage of the development of design decisions.

Marketing budgets have become transparent and focused on the end result. The transparency of spending ensured a competent and rational distribution of finances.

The effectiveness of contextual advertising (paid traffic) has increased in comparison with SEO promotion, whose tasks remained the technical aspects of optimizing Internet representations. Investing in contextual advertising has become more profitable. The cost of it quickly pays for itself.

Instead of gray link building and behavioral techniques, it’s time for content marketing. Communications went beyond the site, social networks became the intersection of business and customers. Now, company representatives can communicate with consumers of their products and services outside the site.

This simplifies and speeds up finding a common language with customers, helps to conquer their location, and form a loyal attitude. A loyal consumer quickly decides to make a purchase, encourages acquaintances to contact an organization to which he has built up trust.   

The improved concept of the sales funnel has helped achieve the following goals: 

1. Combined various promotion channels.
2. Strengthened strategic planning functions.
3. Provided marketers with reliable information (KPI).
4. Allowed to quickly make changes to the promotion of services (marketing optimization).

With digital marketing in small business, a new era has come.

Improving Small Businesses Through Digital Marketing

Due to the onset of digital reality, businesses had to radically revise their work in enterprises and organizations that specialize in the production of goods, sales and the provision of services. Now in small companies, automation dominates. The business has become more mobile and this is a big plus. Organizations are tired of suffering the costs of the human factor, which were especially significant at the peak of the economic crisis.