The world is getting smaller. Thanks to technology, teams from around the globe can work together on a project, and small businesses can compete on a global scale.
Even with this new digital age of opportunity, it’s not enough to have the technology in place— you need to know how to use it.
Here are some of the most effective 2020 inbound marketing trends that your small business can use to thrive in the digital era.
Guest Posting and Backlinking
In the world of inbound marketing, specifically in digital marketing, SEO tumps all. Having high-quality content that Google deems relevant and worthy is the key to ranking high on a SERP.
SEO has a lot of moving parts, with technical components and keyword density impacting the overall success of a page. Another important aspect of SEO, which is often overlooked by small businesses, is the profound impact of backlinking.
Backlinks are links to your page from other relevant and authoritative sites. Having others link to your page can have an exponential impact on your SERP rankings. In other words, the more high-quality backlinks you have, the more you’ll rank above the competition.
One of the most effective marketing strategies for small businesses to use in 2020 is guest posting. Not only will this practice increase traffic to your site, but it will also get your name out there as an expert in your industry.
You know when you browse through the selection on Amazon, then see ads for that same product on Facebook later? That’s retargeting. It’s the act of keeping something fresh in your mind and inching you closer to a sale. Retargeting is a delicate balancing act; you want to show someone the product enough to stay top-of-mind, but not so much that they grow fatigued.
To use retargeting to your advantage, you need to invest in the right tools. GoogleAdwords retargeting tools are the most intuitive and commonly used for small businesses.
Using Direct Messaging
Direct message marketing is an inbound marketing strategy that tiptoes on the border of being outbound. The difference is that there’s already a connection in place when a business messages a potential customer, rather than a cold sale.
There are a few ways to use direct messaging. Some examples include:
- Notifying customers of changes – for example, an automated message from an airline telling you your flight has changed and creating a contact point for proactive customer service.
- Notifying customers of sales – messaging engaged customers to tell them a sale is almost over or that a product they’ve purchased before is available.
- Directing to conversion – seeking out audience members who have engaged with a social media post to give them a direct link to a landing page.
The key to perfecting direct message marketing is to be informative without being invasive.
This trend also fits with using chatbots and conversational marketing, which are two overarching themes in 2020.
Targeting Position Zero
Position Zero is the only way to override a business that has a number one ranking on a SERP. Position Zero is the alternate term for the rich snippet at the top of the SERP, which often shows a bulleted list or quick definition relative to the search term. This position is obviously desirable, but also unique— your listing might be fifth, but you can still hold Position Zero.
To target Position Zero, you need to frame your content around answering a question. For example, what are the best vegetables for summer? By framing your content as an answer and using H2 subheadings and bullets, you’ll be ready to steal that coveted top spot.
Optimizing for Voice Search
In many scenarios, optimizing for Position Zero goes hand-in-hand with optimizing for voice search. By the end of 2020, it’s expected that more than half of online searches will be mobile. This shift is a result of the increased use of home assistants like the Amazon Echo and Google Home.
Furthermore, voice search is moving away from visual results. The more you optimize for quick answers to questions, the better your chances of having Siri reference your site.
As a small business, it’s important that your inbound marketing strategies align with your overall brand goals. Choose a strategy that fits your business model and run with it.