How to advertise my Business in 2020

As digital era has become booming, more and more entrepreneurs have begun, wondering what is the most effective way to advertise their businesses in 2020? We can see a significant impact of online advertising on business growth globally and by 2023 it is estimated that over $517 Billion would be spent on Digital Advertising alone. Isn't that insane?

There are many ways to advertise your business and today we will review the most effective ways such as Organic Web Traffic, Email marketing, Programmatic advertising. We will take a closer look at each one of them and let you decide, which path to pursue.
Organic Web Traffic
There's no doubt that everyone wants their website to be highly ranked at the top of the Search Engine such as Google, Bing, Yahoo, Skilk, etc. And with some effort and focus, there is still a significant opportunity to grow your visibility through organic reach. Organic traffic always leads to overall usefulness of your website or services that it provides to the user. If your website provides a needed service or answers your potential customer's questions then you will start to attract more attention. The more people click on your website link – the better it will be ranked in Google's Search Engine.

Let's look how you can increase your organic web traffic:
1. SEO
The main advantage of SEO is that it offers permanent results. An essential thing to look for is the choice of keywords, selecting them by the keyword search volume. They help you grow organically in search engines, as long as you maintain a balance between high-search words and low-competition words.
2. Create a blog for your site or online store
If your online store does not have an active blog, you need one. Blogging is one of the most effective ways to attract the audience and generate more traffic and, therefore, more sales for your business. Why? Because it helps SEO.

By linking your blog and online store, Google will perceive you as relevant to your niche and give you a better place on search results. A quality blog article tells stories that attract visitors and turn them into consumers while increasing the chances of engagement.
3. Publish content oriented to specific problems, specific to the field of activity
You need to know very well the market you activate in and understand the needs of the clients to offer them what they want. You must provide detailed and concrete information about what the product or offer provides. Creating content optimized for organic traffic and on the right topic will bring quality visitors that will convert in leads and bring more sales.
4. Design
The first impact and all the experience that the user has on the site matters on how your website converts. Often, the high bounce rate is due to an unfriendly web interface. In other words, if we get to a site and can't find the navigation menu, and are attacked by an avalanche of pop-ups, we will most likely not have the patience to look for what we need.
5. First paragraph and Headlines
As a ranking factor on-page, the first paragraph and headlines are important. All the elements on the page are optimized according to the keywords. The first paragraph should contain the main important keywords and explain what will the user find in the article. The subtitles that appear on the page are equally important because they will help the reader to understand very quickly what they will find on that page. If a user scans the page and in 10-15 seconds does not fin what he needs, it is very likely to lose it. The subtitles also help in structuring the content.
6. SEO Optimized Images
How important do you think e-commerce images are? Would you even buy a product if you didn't see what it looked like prior to purchase? The vast majority of e-commerce websites use the same photos from suppliers. If they are so important, I think they would be worth investing in professional product pictures and setting proper ALT text to images using the main keywords it's a must if you want to have a well-optimized website.
7. Title and Meta Descriptions
The title and meta description are very important. It is how your link will look in search engine results pages, which describes what the page the user will reach after clicking.

You need to introduce the keywords for which you want the page to rank in title and meta description and maintain a clear and converting message. It improves the CTR, and you will get more visitors on your website.
8. Social Media Activities (backlinks)
It is safe to say that if you're not present on social media then you don't exist. For your business, quality content on the site, and the blog is important, but you will also need mentions on other websites (backlinks) and on social media. Publishing your blog post on social media will send Google social signals that can help in getting better rankings. If you manage to spread backlinks from other websites that lead to your website this will also significantly affect your site ranking. This used to be an easy and an effective technique many years ago but today you can't just spam your links wherever as effective link building is now about trust and popularity. Only a high-quality backlink works in this model.

According to Copyblogger, domain trust/authority represents 23.87% of Google's ranking algorithm as seen on the image below:
Email marketing
It is safe to say that 20 years ago when you receive an email you open it, but today chances of you opening an email dropped significantly, as open rates globally for emails have dropped considerably in the past ten years. For example in 2019, the average open rate for an email was at 22%. Depending upon your in-market segment, sending emails to consumers can still be a viable option. Especially when included as part of a broader strategy, email campaigns can help to keep your products and services top of mind for your consumers.
According to MarketingSherpa, about 60% of consumers subscribe to a brand's list to get promotional messages and deals.
Email marketing statistics show that email is here to stay, as it is always relevant for any sized businesses. We are pretty attached to our emails as most of us check our emails daily and some of us check our email as much as 20 times a day. With the rise of mobile use, checking email is super easy, after all.
No matter what age group you are targeting or where they are located, email remains a great way to reach your audience.
Email Marketing Predictions for 2020 and Beyond
Email marketing is all about your subscribers. Engage them with interesting stories and look for ways they can interact with your content.

As email automation is on the rise it has become easy enough to lose your authenticity. Needless to say that you need to stay true to your brand and include personalization, create lifetime value for subscribers, and keep your email marketing focused on subscribers.

Don't hesitate to conduct experiments and try different content combinations and style techniques to see which one performs the best.

Worldwide web has pushed marketing beyond imaginable. There are multiple touchpoints where leads might come in contact with your brand and the good news is that marketing is a great way to connect with leads no matter what stage of awareness they're in.

Programmatic Advertising
Programmatic advertising no doubt is the future of advertising, particularly in display advertising and it is steadily evolving to be the most effective way to tick all these boxes on the marketer's wise list. By utilizing programmatic, advertisers can easily scale, consolidate and optimize how they target, influence and convert potential customers and clients. It has been predicted that almost 72% of Europe's digital display ad euros will be transacted programmatically by 2021. As more and more brands are committing large chunks of their digital ad budget every year, we can see a pattern of just how important it has become for online marketing.

Before launching an advertising campaign you need to identify what exactly what is the purpose of this campaign. Do you want to drive more sales? Generate more leads? Or build brand awareness? Whatever you or your team decides on you need be 100% confident of its final purpose way before you start creating landing pages, setting up a campaign and so on.
1. Sales
If you want to launch a sales campaign you need to create an interesting offer with a CTA button, which would pursue them to click on it.
2. Lead Generation
Such campaigns are needed to attract new customers who might be interested in your product or services. The purpose here is to collect the data that can be used to nurture a lead to sales opportunity and the conversion happens when a user takes a certain action on your landing page.
3. Brand Awareness
A brand awareness campaign can build trust and make your brand much more recognizable, and associate your brand with a certain routine action. For example, when we think electro mobile we immediately think of Tesla. As in lead generation campaigns, quality content is essential for brand awareness campaigns.

However, It is important to understand that not all users convert on their first visit and this means that you need to pursue them to convert eventually and retargeting your website visitors is the most effective way to do just that. A recent study shows that Website visitors who are retargeted are more likely to convert by 43%. The difference between standard search retargeting and programmatic retargeting is the level of targeting that one can achieve via most PMPs. The ability to layer on psychographic data, along with typical retargeting components, leads to a richer user experience with highly targeted messaging and results in better return on investment (ROI). The setup process is very simple and the results vary based on the product. You can start your first retargeting campaign here.
Hopefully, this article will help you overthink most effective marketing options and decide to pursue them or not in your long-term business growth!
Roman Pilipenko
Marketing manager of Meazy
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