Why email marketing is needed
Firstly, it is a fundamental source of marketing communications, and secondly, it has a number of positive characteristics:

• High ROI – for every dollar spent, email marketing gives you back $44.
• Email marketing is 40 times more effective at attracting new customers than Facebook and Twitter.
• Easily integrates with other communication channels. Emails are great for expanding your audience by integrating with your social media profiles and SMS or push notifications.
• Helps SEO promotion. You create valuable content for potential customers, send it to your subscribers, get backlinks and increase traffic.

A well-designed email marketing strategy accomplishes many different long-term and short-term goals. Take a look at the most popular among them.

Increase brand awareness. Email marketing is a great way to remind customers about your brand. The more often they see your company’s mailings in their inbox, the more likely they are to choose you when looking for a product. Remember, promotional campaigns alone won’t help you create the right brand image in customers’ minds, so combine promotional emails with educational content.
Increase sales. This is probably every marketer’s main goal. If your brand is trustworthy, your customers will have a long time to decide to buy from an email newsletter. You can keep subscribers informed of upcoming sales, hot deals and provide them with personalized offers.
Build trust. You can do this with email newsletters. Be honest and straightforward – customers appreciate that. Add reviews and testimonials to your emails so subscribers have proof that your brand is trusted. You can also provide a link to a page on your site that contains customer reviews. Be sure to add a testimonials section to each product card.
Increase traffic. It doesn’t take much effort to achieve this goal. Each email has links to specific pages on the site, so if you manage to create an attractive topic and a relevant offer, customers will click on the links. In this way, you can either increase traffic to popular pages or promote those that are still getting little traffic.
Reduce the buying cycle. If you sell services or complex products, it takes your potential customers much longer to make a purchase decision. Email newsletters help gradually solve this problem. You can share a step-by-step guide, helpful checklist and video tutorial to help customers clearly see the benefits of using your product.
Automate routine tasks. Trigger and transactional newsletters can help you with this task. You can use them to automatically send emails in response to your customers’ actions. Such mailings include the following: registration confirmation letter, welcome series, cart abandonment letter, order confirmation, reactivation letters. This way, you will reduce costs and be able to focus on more important tasks.

The most important thing is to understand why you need email marketing. However, setting goals doesn’t end there. Make sure that each goal is:

Clear – define your target audience and the benefits of the campaign.
Achievable – calculate a budget, consider resources and skills.
Time-bound – make sure each goal has a deadline.
Measurable – specify KPIs to track the success of the campaign.

Combine email marketing and social media
Email marketing and SMM are very effective tools. Integrating them will greatly increase your results. Yes, you can occasionally on social media invite users to sign up for your email newsletter and vice versa. Internet marketing has another effective tool for combining email marketing and SMM – referrals based on incentives. For example, you can send emails to customers with the text, “Send this link to a friend to receive an exclusive e-zine.”

Personalize the email
A personalized email newsletter has a better open and click-through rate. So set up the newsletter so that the recipient’s name is mentioned in the email. Yes, instead of a generic “Dear Customer,” it’s better to write “Kate, we’ve prepared a personalized offer (discount promo code) for you.” Also, if you want to increase the effectiveness of your mailing list, you should take advantage of segmentation. Separate the list with subscribers’ addresses into specific categories.

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SEO is the optimization of a website in order to promote it to the top lines of search engines for the chosen queries. In other words, SEO promotion is the improvement of a website’s visibility in order to attract new users and increase the sales of goods or services.

Very often the issue of website optimization is raised only when there is a sharp decline in traffic for one or more queries. Or, when the site’s visibility is lacking as such.

Why do I need SEO promotion?
Practice shows that search engines, particularly Google, outperform social media by more than 5 times in attracting the target user. This will be especially useful for small businesses who intend to enter a market where they already have their own competitive environment.

What does seo website promotion give us? According to scientific research, 75 out of 100 people will never go further than the first page. Only 1/4 agrees to look on the second page of search results. Therefore, if your site is below the top 10, you have already lost 75% of potential conversion users.

What does SEO promotion of the site give?
First, improving the ranking and visibility of the site. Search engines bring well-optimized pages to the top, increasing traffic.

After increasing the attendance of the site, if the commercial and behavioral factors have been properly taken into account, the sales of goods/services also increase.

Well-tuned optimization, well-designed site structure, user-friendly product card descriptions and interface – all these criteria will repeatedly return the client to your website.

If you intend to increase your sales, attract new customers, investors or any other target audience, you should think about ordering SEO optimization of your website in the first order.

SEO or contextual advertising (PPC)?
You have already prepared a website to launch, but there are a huge number of search queries on your topic and it is extremely difficult to stand out among them? It is time to think about optimizing your website or setting up contextual advertising.

The main advantage of SEO methods is to bring your site to the top of the list of different search queries for more than 1 year. To hold these positions, you need to add articles to the site at certain intervals. The reason for this is that Search Engine Optimization (SEO) works for the long term, while contextual advertising works for you solely as you refill your balance.

The advantages of seo promotion of the site
Why is website optimization better than contextual advertising?

Despite the high cost of website promotion services, in the end the cost per click will be much lower than when using contextual advertising.
The result is held in the search engine results for much longer. When you turn off the PPC, the site immediately “flies out” not just from the top 10, but from the first pages.
Users have more confidence in sites that are on the first lines of the organic way.
A larger target audience. Performing SEO work on the site will allow your web page to promote itself, increasing the geographic reach of the audience.
Is it worth combining seo-promotion and contextual advertising?
SEO (search engine optimization) and PPC (pay per click) are best combined when the website is fully patched, displays well on all devices and has quality and useful content, be it a product, service or news portal.

Combine classic SEO with PPC only when you have basic keywords. This will not only help to find, but also quickly entice the user to your site.

Do not forget about the growing popularity of social networks – it is important to involve as many platforms as possible, which would lead the user to your website.

Types of seo-promotion
External optimization – a set of works outside your website, aimed at improving its position by mentioning it on external web resources. For this mentioning are used links, which must be of high quality and come from a good trustworthy source.

Internal optimization – all the same work, but already carried out inside the site, aimed at improving its visibility. This work includes: setting tags, meta tags, title, h1-h6, img alt, internal linking, a semantic core, bug finding, improving the quality of the code site, etc.

SEO promotion promotion of the site
Promotion of the site is carried out for the user, using the knowledge of search engines. The concept of site promotion includes a set of actions related to the removal of the site in the top 10, taking into account the ranking algorithms of different search engines.

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Contextual advertising advantages
The main advantage of contextual advertising is that it is seen only by those users who may be interested in buying a certain product or ordering a service. Another advantage of this type of advertising is that in the search results it is above the organic output.

So why is this type of advertising so popular among marketers and business owners? Context has the following goals:

Increase sales.
Contextual advertising is a great tool with which you will get new customers immediately after running an ad.

Promoting an ad campaign
If you are running a promotional campaign, contextual advertising will help to make sure that the maximum number of people learn about it.

Increase of traffic
Thanks to contextual advertising, more target users will come to your website.

Promotion of a new product or service, launching a new product on the market
If you have a new product, the use of contextual advertising for its promotion is a relevant solution.

Increase of recognition
Contextual advertising makes the brand recognizable. We also recommend advertising useful articles and reviews. This will help show yourself as an expert in your field and increase user loyalty to your brand.

Among the advantages of contextual advertising are the following:

Compared to SEO, the positive results of which take quite a long time, contextual advertising will bring the first customers almost immediately after the launch of advertising.
There is the possibility of deep targeting – you can set in an ad as accurate as possible audience by gender, age, region of residence, etc. There is also an opportunity to choose the time of the show.
You can always see the statistics of the ad and determine where and at what time visitors came to your site.
If your ad doesn’t bring results, you can stop it or change your settings at any time.
You only pay for website clicks, not impressions.
You can set the price per click and budget for your ads
You can declare yourself and increase recognition, even if your site is not optimized for search engines.
Contextual advertising: examples

Where can ads be placed on Google?
Top displays – the ad is displayed at the very top of the organic results.
Bottom impressions – the ad is placed below the organic results.
Guaranteed impressions.

Types of contextual advertising
Search contextual advertising. This type of advertising is shown to the user during the search for a product or service. For example, if you enter the query “buy a laptop,” the search engine will show you at the top of search results 3-4 ads. All of these ads will match the specific request.
What is contextual advertising

Thematic contextual advertising. In this case, the ad does not appear in the search results, but on certain sites that are members of the affiliate network of a particular search engine. In this case, it may be displayed some time after you have entered a specific search query. For example, you are looking for some product or service on the Internet and you are browsing through several sites. A week later, when you may have already forgotten about it, you go to some news site and see an ad for the product you were looking for a week ago.

Each search engine has its own affiliate network. It includes only the most visited sites, and all of them are checked for quality.

Technology in contextual advertising
Contextual advertising has several technologies on the basis of which the ads are shown:

Context targeting – a technology that allows the contextual system to automatically analyze the content of site pages and show ads with maximum page content relevance.
Behavioral technology – with their help, search engines take into account the search history of each user.
Remarketing – this technology helps to show ads to users who have already been to the site, viewed product pages and added items to “cart”.
Setting up contextual advertising in Google Ads
Contextual advertising is set up in advertising accounts in Google Ads.

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There are two main types of placement: static and dynamic.

Dynamic – ads are only shown to a specific audience, depending on the targeting settings. Ad inventory is purchased through specialized sites or through programmatic, payment is made for clicks or displays (or almost anything, but only for measurable indicators that can be used in further analysis).

Static – ads are shown to all visitors to the site, payment is based on placement time (not clicks or displays). This is an outdated model of placement, when the advertiser directly negotiates with the interesting site.

The understanding of contextual and media advertising is now in use:

Contextual advertising (context) is, simplistically, pay-per-click text that is placed on a search page.
Media advertising is, very simplistically, a pay-per-view banner that is placed on various sites.
But, in fact, media advertising can be contextual at the same time. If you’re confused at this point, that’s okay, let’s sort it out.

Media advertising (dynamic) is a type of contextual advertising. Every day, the user searches for certain products, information of interest, visits various sites, reads the news and just surfs the Internet. Based on user data and actions (in their context): interests, history of visits, searches, gender, age and income – will be shown ads that, according to advertising algorithms, may be of interest or useful to a particular user.

Static media ads are not contextual, as it is shown to all visitors, without exception, and in the future we will not take it into account. And what is called a contextual – is, in fact, contextual and search advertising (text ads in the first lines of search results).

Now we can give a more precise definition: media advertising is a dynamic advertising message, which is an image (static or moving), video, text or sound, can be shown at different advertising sites (sites) only to those users who fit the description of the target audience advertised product.

Typically, this type of advertising is associated only with banners (display ads), but the concept is somewhat broader and includes more formats

Types of media advertising
The most common types of media advertising:

1. banners.
   Static or moving images of varying sizes, most often containing text, sometimes sound. The main secret of banner advertising is not to tell all the information, to interest the user without telling him all the information.
2. text and graphic blocks.
   The main difference from banners – this type of advertising is masked by the design of the site, which levels some of the irritation of users and causes more confidence in the message.
3. Video ads
   Video ads that are placed on major video hosting sites (youtube, rutube, vimeo), entertainment or news portals. The main formats:
4. Native advertising
   Represents useful information with an advertising message and can include text, images and video. Placed on any site with an established audience, it fully copies the design and layout, often without distinguishing from the rest of the page content. On news sites it is positioned as news, on entertainment sites – as an ordinary post, sometimes it is marked “advertising”.
5. Advertising with TV-sync.
   A relatively new type of advertising, which synchronizes ads on TV and Internet.
   A user is watching TV, sees an ad and pulls out his/her smartphone to read the news, visit social networks, watch a video or do something else, until the TV program starts again. TV-sync takes into account what programs the user was watching during a certain period of time and based on that information, shows certain ads on the mobile device.

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What is the essence of the method
Promotion by articles – a kind of content marketing. The method consists in the creation of high-quality publications, optimized for search queries, and place them on your own site.

The quality of materials is understood as their usefulness, informativeness, ease of perception. They should solve the actual problems of users, to answer their questions. At the same time it is necessary to give exhaustive answers and observe the necessary level of expertise.

An important component of the method – search engine optimization articles. Popular keywords are used in the texts, primarily of the informational type. They allow you to attract traffic and are especially effective in niches with high competition for commercial queries.

Basic principles of the method:

articles should be useful and informative;
be sure to use search terms;
There should be a lot of publications.

Promotion of articles works only under the condition of creating a large number of materials for a certain period. The exact number depends on the budget, but it is desirable to generate at least 10-20 publications per month. This is especially important at the initial stage of promotion, when the site needs to “declare itself” on the Internet.

What to write about?
In order to achieve the desired results of promotion, you need to touch on the most pressing topics, to raise topical issues. You need to write about what interests the users right now (or will interest them in the short term).

Content plan in Excel
Generating a content plan (a list of topics for writing materials) is an interesting and creative process. It is possible (and desirable) to involve specialists, experts in a particular field, business leaders, account managers.

Specialists and experts know the product or a certain area “from within” – they can suggest topics that reveal the internal structure, creation features, and principles of work.
Managers “think wider”: they see the problems of development, prospects, specifics of processes organization, and can also raise issues relevant to the business (b2b).
Sales managers know well the “pains” and current needs of end users – customers (what “people need”).
If you collect an array of information from all three levels, you can get a long list of topics to cover. But first you should correlate them with the statistics of search queries from the Internet.

Search engine optimization articles
The goal of article promotion is to attract as much traffic to the site as possible. Growth in attendance has a positive effect on positions in Google search results. Therefore, you should use the most popular topics – topics of interest to as many people as possible.

On the Internet, a topic’s popularity is “measured” by the number of queries – phrases typed by users in the search line. To promote, you need the most frequently used words and phrases.

How to use search queries
When creating articles, it is important to avoid the common mistake of publishing texts for the sake of keywords. Today, SEO-texts as they used to be understood do not work. For each subject, there are at least a dozen articles on the Internet with the same keywords. Often they are tracing from each other.

The task of article promotion is to generate high-quality content that exceeds in content and form all that has been done before. Therefore we create materials exclusively “for people”. But we do not forget about the key phrases.

It is good when you can naturally insert the keys in:

the title of the article;
the first paragraph of the text;
subheading;
In any place in the text (a certain number of times).

However, this recommendation is not mandatory. After all, talking about “wooden stairs to the second floor,” can not do without the use of these words. When writing, they appear by themselves in the fabric of the text.

LSI Copywriting
Even better is when an array of synonyms and topical words are used. Any search robot will easily determine that the article is about wooden stairs.

In article promotion LSI-copywriting – writing texts using as many synonyms and thematic words as possible.

Is it possible at all without SEO?
As has already been said, without search engine optimization (SEO) can not do. First, the topics of articles must match the popular queries. And secondly, keywords and phrases must be used in the settings of pages, on which texts are published.

It should be understood that articles are written for people, and the settings are set for the search algorithms. Therefore, the SEO title (Title – the one that shows up in search results) is almost always different from the “human” title (H1).

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They are called white in contrast to the gray and black, using illegal techniques SEO promotion. In other words, they are quite legal ways to promote the site, based on knowledge of the individual components of the ranking algorithm:

• Working to ensure that your site has unique content, that it is updated, and not periodically, but on a regular basis.
• Exchange of links with other authoritative resources with similar content (a very time-consuming and routine process, characterized by a high percentage of refusal to exchange links – who wants to refer to little-known site with the risk of getting a partner, which may then use illegal methods to promote the site).
• The registration of your site in directories (preferably – trusted, that is located in the top of the category), as well as marking on the maps – a fairly effective method of building up legal reference mass.
• The usability of the site – a factor that is taken into account by search engines on an equal basis with others. To do this, there are tools that track behavioral characteristics (such as time spent on the page, performing certain actions, etc.).
• Good results are obtained by organizing your own mailing list – an increase in traffic, although small, but of high quality.
• Search engines will appreciate your site if the well-known review services will be posted positive comments about your resource.
• Modern methods of website promotion are the use of social networks, as each repost mentioning your resource is a small plus for the search engine. For this purpose, it is enough to put the buttons of the main social networks on the site.
• The newest way to promote your site, which has excellent efficiency – links from popular video channels.

Of course, white promotion methods are considered the most time-consuming, but the results are stable. Note that each of the above methods can be paid or free.

Gray methods to promote the site in search engines
This is a cross between legal and prohibited methods of promotion. In other words, their use is not explicitly prohibited, but not recommended, and in case of detection of active use of gray methods your site may be subject to penalties.

Black ways to promote sites on the Internet
Approximately 7-15 years ago, black optimizers felt very free to create thousands of sites with questionable quality content and using automated means for placing external links to their resource (spamming guest books, forums, etc.). Such sites very quickly built up link mass, rapidly climbed in search results, and just as quickly fell into the ban. But for the short time during which they were kept in the top, managed to get a powerful influx of solvent traffic.

So, let’s list the main methods of black promotion sites:

• The use of invisible text (very small size or font color, matching the color of the background). This is done in order to covertly put a large array of key phrases, which otherwise would be perceived by visitors as outright spam and nonsense. For conspiracy purposes, such concealment is not performed directly, but with the use of sophisticated scripts, but search engines have learned how to effectively detect them and send the site to a lifetime ban.
• Cloaking – using software code that gives the search engine one content (quite legal, fluffy and white), and visitors – a completely different, saturated with ads and other marketing gizmos.
• Creating dorwebs. Previously, in the top of Google there were up to 90% of such sites, which were created with the help of special programs generating text gibberish with a large number of key phrases. Then such sites were spammed with resources allowing to leave links, and when due to such aggressive link building such dorway got to the top, it redirected the user to the main site with a normal content by means of redirects. Today, this type of site has sunk into oblivion, as search engines have learned to identify them both by content and by the presence of a redirect.
• Search engine spam – putting an abnormal number of key phrases in the text, to the detriment of readability. There is a recommended frequency of their use, which should not be exceeded in order not to be banned.
• The use of so-called linkers, i.e. services and programs for automatic exchange of articles/links.
• Mail spam is a mailing of advertisements to thousands or millions of addresses collected by special programs or simply purchased.

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WHERE TO START THE PROMOTION OF THE SITE WITH THE HELP OF SOCIAL NETWORKS?
Comprehensive business development in social networks is preceded by preparatory work:

Creation, preparation and improvement of the site to which traffic will be attracted;
choice of promotion methods;
choice of topics, content plan, development of a communication strategy.

Yes, the work is multi-step and not easy, but it will bring juicy fruit in the form of higher conversions, new customers, high-quality traffic, more of which will come from mobile devices. There are many advantages, so let’s consider all the stages and features of promotion in social networks in more detail.

WHAT IS THE DIFFERENCE BETWEEN SEO AND SMM, AND WHY IS IT IMPORTANT?
Beginning to promote the site in social networks, we must remember that SEO and SMM have differences, you can not classify these concepts as one.

SEO is a complex of measures aimed at external and internal search engine optimization. The main purpose is to promote the site on search queries, which are used by users.
SMM – marketing in social networks. This includes maintaining groups, running paid advertising campaigns, infopods and other tools to attract the attention of potential customers. SMM is quite effective, because more than 70% of users aged from 18 to 40 years prefer to monitor news, search for information and communicate with the brand through social networks.

The difference between SMM and SEO is obvious: marketing is primarily aimed at increasing recognition, and SEO – at attracting real customers. However, social networks have an impact on SEO, because if a user searches for a product, company or online store by name/brand/region, he will see not only the main website but also a link to the group in the first lines of results. The presence of the latter increases trust and traffic. These tools can be used in tandem, which will achieve excellent results.

HOW TO PREPARE FOR THE PROMOTION OF THE SITE WITH THE HELP OF SOCIAL NETWORKS?
Users actively click on links from social networks, their further behavior determines the quality of the site. Therefore, it is necessary to prepare the latter by performing optimization for social networks (SMO). Before launching a campaign, you can order the development of a landing page, which will help to collect contact information and present the product/service advantageously. The presence of a landing page is especially important for targeting advertising. Of course, one page is not enough, at this stage it is important to take care of optimization, analytics, prioritization, etc. Consider the pool of technical methods that will help to prepare the site for promotion with the help of social networks.

BUTTONS TO UNSHARE INFORMATION
Potential visitors to social networks do not like to perform a lot of actions. It is unlikely they will want to copy text, remove pictures from it, and then publish it on your page. You can make a couple of clicks to use a social media link to save a post you like. Share buttons have been created for this purpose.

Sites that have representation in social networks, should be supplemented with graphic blocks, encouraging users to subscribe or at least visit the group. Widgets significantly increase the number of followers, who will receive the latest information about the activities and updates of the company, online store. With the help of widgets, a random visitor can be converted into a customer – it’s effective and inexpensive.

PRIORITY PROMOTION METHODS
Users are attentive to the content that they like or share. Social networks are becoming more selective, giving space in the feed to private pages rather than business groups. This is one of the main problems of promoting businesses on social networks, because you have to invest in advertising to get high positions. However, there are loopholes and a set of free methods that will help to overcome all the problems of promoting business in social networks.

OPTIMIZATION FOR QUERIES
Social networks have an impact on SEO, so it is advisable to use key queries in the promotion of the pubic. With their help potential subscribers can find your blog among hundreds of others. The queries should be used in:

• the name of the group;
• content;
• comments.

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