Today, in the form of an overview, we will tell you how to organize promotion in social networks, which platform to choose for promotion and how to prepare content.
Is your target audience on social media?
Different people sit on social networks - with average incomes and good incomes, from large cities and small towns, young and old. Well-known artists, Youtube bloggers, ordinary residents and even politicians have their own pages in social networks. According to a study by Levada Center sociologists, more than a third of Russians - 37% of respondents - go to social media every day. And more than half of Russians are active users of social networks.
There is any target audience in social networks - young mothers who will be interested in children's things and toys, directors of large companies who are interested in business training, busy people who often use cleaning and home delivery services. The main thing is to be able to correctly search for your target audience and work with it.
We recommend that you familiarize yourself with the range of services provided by the project. On this site, all services are divided into categories, and services are already sorted by popularity among customers - this will allow you to quickly make a choice ...
Main directions of promotion:
1. - here are the most promising methods of attracting an audience for Instagram.
2. - this link contains an up-to-date list of services for promoting both individual videos on YouTube and channels.
3. - methods of attracting and cheating live subscribers and likes on Vkontakte.
By the way, the PROMO project regularly holds promotions and provides discounts for individual services.
Materials to help you better understand the topic:
Selecting channels for SMM promotion
The main feature of the social network is the emphasis on the visual component, that is, on photography. Little attention is paid to the text in it, so promotion will be difficult without high-quality pictures or at least bright pictures from the Internet.
The main feature of the audience of the social network Instagram is that more than 79% of it are women. There is no exact age data, but most experts believe that young people under 30 are registered on Instagram. Perhaps this explains the effectiveness of promotion - the level of engagement on Instagram is 15 times higher compared to the social network Facebook.
Pros: high coverage, relatively easy setup advertising, simple promotion through mass liking and mass following.
Minuses: the inability to publish links in posts and the dependence of the visibility of posts on the level of involvement, which makes it difficult to promote from scratch.
Instagram is suitable for promoting goods and services that can be sold “with the eyes”: that is, those that can be beautifully portrayed. Clothing stores, flower and food delivery services, various souvenirs and handmade goods are popular here. Services are getting worse, but with the right approach, you can sell them too. For example, Instagram often offers business and other types of advice.
In contact with
In VKontakte, according to statistics, more than half of the registered users are women. 37% of active authors are users of the 25-34 age group. And 25.7% of active users are people aged 18 to 25. That is, more than half of the audience are solvent users.
In Vkontakte, too, special attention is paid to the visual component, as in other social networks. There are no particular difficulties in promoting publics, groups and communities - it is enough to publish unique interesting content and use standard ways attracting subscribers. good advantage social network - multidisciplinary development: depending on the needs of the target audience, you can choose an acceptable publication format. For example, Instagram doesn't give you that kind of flexibility.
Pros: high audience reach a large number of targeting settings, normal organic reach, the ability to invite users in a group.
Minuses: high competition, prohibition by users to invite themselves to groups and meetings, very strict moderation.
In terms of promotion, Vkontakte is good for everything that cannot be sold with a few beautiful photos. It actively promotes the services of medical centers, information businessmen, restaurants and cafes, travel companies, services of driving schools, banks, various goods and other products of the middle price segment.
Classmates
The main feature of the Odnoklassniki audience is that the age of active users often exceeds 30-35 years. At the same time, promotion on social networks is relatively inexpensive, especially when advertising in public.
Pros: coverage among a solvent audience, viral content of interesting content - if someone rates your post, all friends and subscribers of the person who put "Class" will see it.
In Odnoklassniki, complex products are often promoted, for example, the construction of houses, comprehensive surveys in medical centers and other high value goods and services. This social network is suitable for businesses operating in the field of cleaning, construction, legal support and others, but most of all for private services: for example, plumbing companies, car services, craftsmen.
The main Facebook audience is solvent people: 37% of active authors are aged 25-34, 30.6% are people from 35 to 44 years old, and 23.5% are people over 45 years old. Facebook pays special attention to text content, but at the same time, the social network claims to be a general purpose platform. The effectiveness of promotion is usually high - a large number of business accounts are registered on the social network.
This social network is suitable for most business areas. It sells B2B products, that is, business-to-business services, and promotes a personal brand. The social network itself gives examples of the successful promotion of restaurant and telecommunications brands, gaming, sports, automotive, financial, and educational fields.
Pros: a huge number of advertising settings, wide functionality for promotion, good coverage of foreign target audience.
Minuses: truncated organic reach and complex interface.
Select promotion channels - one or more social networks - depending on the specifics of your company and the product being promoted. In most cases, large companies create accounts in all social networks, and small businesses need only one well-chosen platform. For example, home delivery services often post on Instagram. And medical clinics find their audience on Facebook, Odnoklassniki and Vkontakte.
We launch promotion in social networks
We will talk about promotion in a clear structure: first - about the design, then - about the content, promotion and performance tracking. A book can be written about each of these points: we will try to talk about the most important.
Vkontakte
Post interesting content: product reviews, guides, user reviews. If you don't have any ideas for posts, look through the communities of competitors - you may be able to learn something useful from their content plan. Try to alternate entertaining and selling posts - this tactic on the social network gives good results. A content plan should be drawn up only on the basis of an analysis of the needs of the target audience and the specifics of your business - there can be no universal recommendations here. You can also add products - both to a group and to a personal page.
Even pictures have their audience Promote your group personal account or public can different ways. In the social network itself, they offer to set up targeted advertising and advertising in other publics. Targeted advertising will be shown to users when visiting Vkontakte, in the left column, and on third-party sites. And advertising in public - in the community that you choose.
Efficiency analysis can be carried out directly in VK. Personal pages, groups and publics have a "Statistics" section. It shows the reach of users - the number of people who saw the posts on the wall of the group or in the news feed, as well as the characteristics of the target audience. You can also view statistics for each entry, and in the future do not publish posts that gain few views and likes.
On Instagram
The design of the profile on Instagram also requires attention. Firstly, Instagram is a social network that evaluates first of all visual effect. Therefore, it is worth taking care of high-quality photos. Secondly, do it - one of the few places where you can leave an active link to a third-party site. Therefore, it makes sense to describe in detail what you do and what you offer to subscribers, right in the profile description. By the way, it is advisable to immediately link your Insta account with in order to easily set up advertising.
Instagram has built-in statistics - look for it in personal account, in profile. But it may not be enough for a full-fledged analysis - the social network shows the number of subscribers, including growth, and the main characteristics of the target audience. This is less than in other social networks. Therefore, advanced SMM managers often use third-party services that collect more complete statistics.
When publishing posts, pay special attention to the text. Sometimes the usual statuses of people or groups get thousands of likes and comments. Viral posts often become jokes, anecdotes, comments on a political topic. But be careful - "hype" does not always help promote the group.
Example post in a group offering flower delivery services Statistics in Odnoklassniki shows reach, activity, what types of content are popular and many other parameters - everything you need for initial analysis. Statistics is in a group, in a separate menu. To properly promote your community, analyze the engagement and types of content that subscribers like the most.
An example of group statistics in Odnoklassniki The fact that SMM is a super-popular and mega-effective direction has not been heard only by the lazy. There are many reasons for this:
- quick access to any audience;
- easy interaction with clients;
- relative cheapness compared to other channels;
- a more personal, intimate level of communication with the client;
- a good way to increase profits;
- word of mouth;
- a convenient opportunity to work on reputation.
Everyone wants to be on social networks and everyone goes there. But in the end, we see a ton of corpses of communities and accounts that have not been able to benefit their owners. And all why? Because there is no main idea, no consistency in work and, most importantly, no specific goals. But without them, it makes no sense to count on a good end result. Therefore, today we will talk about how to correctly formulate these goals so that SMM is of real use. And also find out if it is true that there are those who should not go to social networks.
Consider the example of VKontakte. But remember that this is not the only social network for promotion, there are still a lot of sites, each of which has its own characteristics. Don't know where to go for you? Contact us for a free consultation, and we will already tell you which social network is best suited to promote your business.
Talking about ourselves openly or hiding: what kind of community to create?
Let's start with theory. Dmitry Rumyantsev, author of the book “VKontakte Business Promotion”, proposes to distinguish three types of positioning of the VK community:
1. Brand positioning
In this case, a community is created on the social network, openly named after the company, for example, “Shoe Online Shoe Store” or “Uyutny Dom” Real Estate Agency. The design contains corporate colors and a logo, information about goods and services is placed on the wall. One glance is enough to understand: this is a commercial community.
What are the disadvantages of this type? This way of positioning is good for large companies that everyone has known about for a long time: Sberbank, MTS, M.Video ... But if your brand is not yet promoted and its name is not well known, then people will be reluctant to join the community. The thing is that such a community is expected to advertise. And if advertising from a famous company is taken for granted, then many will not want to put up with advertising from a lesser-known business. In addition, in social networks, we are used to having fun and relaxing first of all, and only then to make purchases.
2. Interest Positioning
The point here is not to openly declare your mercantile goals anywhere. Let's imagine the following situation. We have a website selling women's cosmetics. We choose positioning according to interests and create a VK community called "All About Beauty" or "Beauty Club". We publish there articles about personal care, about the rules for applying makeup, about hairstyles, post video tutorials, photos and other similar content. The audience is expanding, activity in the community is growing. Then we begin to weave into the content, for example, photos of girls with makeup, which is made by our cosmetics. The participants will be interested, they say, where such magic mascara, lipstick, shadows, etc. come from. And here, with a gesture of a magician, we give out links to our site, where all this goodness can be bought, but not in the form of advertising, but in the form of unobtrusive advice. People will not even suspect that you are doing sales to yourself. Very convenient, right?
There is also a minus, of course, where without it. When positioning by interests, you can only work on sales, but not on reputation and brand recognition, because you cannot openly advertise the site, this is contrary to the strategy. In addition, even sales work must be very subtle and skillful. No links under each post, otherwise the audience will understand everything. The risk of revealing yourself is very high.
Alas, not every business can be promoted by interests. How to apply this type of positioning when you sell, for example, expensive medical equipment? That's right, no way. But it is very possible to sell this equipment on social networks. Read on to find out exactly how.
3. Mixed positioning
Realizing the shortcomings of these two types, SMMs thought: “Why not combine them together?”. So there was a mixed positioning. By choosing this option, you can place ads with the company name in the open, increasing brand awareness, and put informational (useful!) content, increasing audience loyalty. That is, we combine positioning by brand and by interests.
It is now the most popular way for communities to work. That is what we recommend to use in order to get the maximum benefit. Yes, we are working on it. If you don't believe me, go to our VK group and see what mixed positioning actually looks like. =)
Everyone can, but I can't
With the types of positioning, everything is now clear. But what's the use of them if, according to experts, your business is barred from social networks? If you are the site selling medical equipment? Let's find out if you are really hopeless for SMM.
There are a lot of business areas that, according to the generally accepted opinion, have a green light in social networks. We propose to divide this list into 3 major industries:
- Service market:
- beauty salons and gyms;
- cafes and restaurants;
- bars and clubs;
- various schools;
- tourism (including hotel business);
- studio;
- renting anything;
- car services.
- Commodity market:
- cloth;
- decorations;
- shoes;
- childen's goods;
- household products;
- cosmetics and perfumery;
- handmade.
- Specialist Market
- stylists;
- hairdressers;
- photographers;
- presenters;
- trainers;
- doctors;
- tutors;
- repairman.
- Highly specialized B2B (business to business).
Reason: It is very difficult to find interesting content for regular posting. - Offline business (e.g. grocery stores).
Reason: such companies are designed for natural traffic, it makes no sense for the audience to join their communities in social networks. - Business of instant solutions (taxi, tow trucks).
The reason is the same as in the second case: natural patency. In addition, the decision to use the services of such companies comes instantly. We will immediately look for a phone number in 2gis, and not a public or VK group.
This is the theory, and we generally agree with it. But in practice, everything changes when there is a great desire to work. It is this desire that allows you to promote even the most seemingly unusual line of business in social networks. The main thing is to formulate goals correctly. That is what we talked about at the very beginning of the article. Unclear? Then let's look at specific examples.
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In fact, any B2B company, any offline business, and any business of instant solutions can do the same thing on social networks as any ordinary beauty salon or restaurant. This:
- work on reputation;
- personnel search;
- providing relevant and useful information to the audience.
And sometimes even sell. You just need to approach the matter with intelligence and creativity. Let's take a closer look at each of the 3 points with examples.
1. Work on reputation
Meet it's official VKontakte group of the Angarsk petrochemical company.
Of course, we won’t be able to sell a batch of goods from the factory in social networks, but we don’t need it in this case. But it won’t hurt to work on the company’s reputation, because people very often accuse such enterprises of polluting the city, write complaints, sue, and organize rallies. If the townspeople don't love you, they won't let you work in peace. So a good reputation becomes paramount.
How can you improve your good name? Arrange charitable events (help orphans, veterans, disabled people), hold city holidays, organize raffles, talk about your wonderful employees, educate young people. And social networks are just becoming an ideal platform for telling the townspeople about their exploits.
The Angarsk petrochemical company approaches the matter very thoroughly. The group has a heading "Company in faces", so the company immediately acquires a human face:
Charitable activities are developing very actively, which is constantly written about in the community:
And don't forget about youth education:
And on-site raffle contests:
The group is quite active: there are likes, reposts and comments, there are more than 4,000 members. In a word, the indicators are good, and if we take into account the specifics of the enterprise, they are completely excellent. Not every commercial site can boast of such results.
Expert advice: If you want to work on the reputation of the company, social networks are ideal for this. Organize community work days, planting trees, collecting waste paper and batteries. Do not forget to write about it and collect the delicious fruits of your efforts in the form of love and respect from the audience.
And by the way, if you have any such enterprise, and you care about environmental protection with the help of special technologies, also report this from time to time. And then you will not have any complaints at all.
2. Personnel search
When a company is large, it often needs staff replenishment. To search for employees, you can either use the innovation of VKontakte and connect the special application "Jobs" in the community for free, or create a separate community to replenish the staff. This is exactly what the Irkutsk company "Slata" did, which has about 100 supermarkets in the region. If you want to join it
Today we will talk about business promotion in social networks. In this article, I will talk about why it is necessary to promote a business on social networks, what tasks can be solved by this, and I will dwell on the specific features of business promotion in each of the most popular social networks. So, first things first.
Why promote your business on social media?
First of all, you need to understand that social networks are a huge target audience for promoting goods or services. There are hundreds of millions of registered users who can become your customers, or at least learn about the existence of your company/product.
Promotion of goods in social networks is interesting both for large companies of the world, state, regional level, and for local, local significance. This method of promoting and advertising a business is also interesting because the costs for it, in comparison with other types of promotion and advertising, are relatively small, in some cases they may be completely absent. At the same time, promoting a business in social networks shows a fairly high return, especially if it is done correctly.
Often, entrepreneurs who want to integrate their business into social networks do not fully understand, do not have a clear idea of why they are doing this. For example, they believe that being represented on social networks is fashionable, this is the current trend, “everyone does it, so I need it too.” This approach will not bring good results, since a businessman must first clearly understand what exactly he wants to achieve with his presence in social networks, and based on this, build his promotion policy.
There are 3 main goals that promotion of a business in social networks can involve:
1. Increasing the number of sales of a product or service. This is the main, but not the only goal. In this case, the best method of promotion will be advertising companies in social networks that promote certain goods and services. It is not even necessary to create your own account or community here - people who click on ads can go directly to the company's website and make purchases there or use contact information.
2. Promoting the brand of a product or service. This is another task that requires a different approach. To this end, it is best to create a thematic page or community and increase the number of its subscribers / members. For example, by holding contests that stimulate reposts of entries, inviting friends to the community, etc.
3. Increasing customer loyalty to the company. This is the most difficult task, requiring the most painstaking work. This will require well-designed accounts / communities with constant publication of news, answers to complaints and questions from subscribers, and the ability to resolve conflict situations. That is, such work will require a separate competent employee of the company (for large companies - even several such employees). However, the possibility of a direct dialogue between a consumer and a business representative is always an indisputable competitive advantage.
Achieving the second and third goals has an indirect impact on the main task - increasing sales.
Many entrepreneurs who are just learning how to promote their business on social networks think that it is enough to create an account or community on each social network and periodically post advertising ads there. In practice, such an approach is unlikely to bring at least some result at all, it will only take some time.
Promotion of business in Contact.
Vkontakte (vk.com) is a social network leading in Runet in terms of the number of audience. The number of its users exceeds 270 million, of which more than 60 million visit their pages daily. The average age of users is 17-35 years old. The main disadvantage here is that this social network has a rather large percentage of people with a low level of solvency (schoolchildren, students, the unemployed).
Opportunities for business promotion in contact are quite wide:
- Creation public pages or communities to promote goods and services;
An interesting thematic picture with overview product/service/community.
Business promotion in VKontakte is suitable for a wide range of activities, primarily for inexpensive goods and services targeted at young people, local business facilities, online stores, promotion of any nature.
Business promotion on Facebook.
Facebook (facebook.com) is the world's largest social network among the most popular in Runet. In total, almost 1.5 billion users are registered here, about half of them are active daily, the number of the Russian-speaking segment is about 10 million. Facebook, unlike VKontakte, is visited mainly by people of medium and high social status and wealth aged 25 to 45 years, the percentage of insolvent audience is minimal here. Well-known businessmen and politicians have their Facebook accounts. If VKontakte is more of an entertainment social network, then Facebook is a business and information one: people come here to get information.
The main directions for promoting goods and services on Facebook:
– Creation and promotion of your own from public pages;
An important difference between Facebook and VKontakte is that the likes here are displayed in the news feed of all the user's friends, thus, the advertisement is more easily distributed to a wider audience.
Business promotion on Facebook is suitable for goods and services targeted at business, competent people, promotion of all kinds of conferences, seminars, business trainings, informational sites.
Business promotion in Odnoklassniki.
Odnoklassniki (ok.ru) is the first social network that has become popular in Runet. To date, its popularity has fallen somewhat, however, there are more than 200 million registered users here, and about 45 million use the service daily. The main feature here is that among the users there are a lot of elderly people, of retirement age, the average age here is maximum in comparison with other social networks: 25-50 years. In addition, many Russian-speaking netizens are emigrants living abroad.
Opportunities for business promotion in Odnoklassniki:
– Creation of thematic groups;
The ideal content for promoting a product or service on Odnoklassniki would be an attention-grabbing picture/status/video of a cool or socially significant nature that unobtrusively advertises your brand. Here, as in Facebook, each like (class) is displayed in the news feed of friends, so by posting bright, funny, semantic statuses, pictures or videos that will make you want to click “class”, you can promote your brand well.
Business promotion in Odnoklassniki is designed for the simplest, ordinary people, mostly the older generation, it is also suitable for goods and services designed for the widest audience, media sites.
Business promotion on Twitter.
Opportunities for business promotion are much less here. However, here you can create a hashtag of your own brand (for example, #fingeny) and promote it by buying ads in promoted accounts with big amount subscribers.
To promote on Twitter, you need to use a short message, preferably with hashtags (own or popular), containing a link to your site.
Business promotion on Instagram.
Instagram can be used to promote your brand by posting themed photos and videos in your own account and buying such placements in the most visited thematic accounts.
To promote on Instagram, you need high-quality, bright, cool, attention-grabbing photo and video materials. When posting, it is advisable to use hashtags (both your own and popular ones).
Business promotion on Instagram is ideal for promoting youth product brands.
You have got some idea of what social media promotion of a business includes, what directions and options you can use for this. Of course, this is only general information, in future publications I will consider some important aspects in more detail over time.
In conclusion, I want to draw your attention to the fact that it is not always necessary to try to cover all social networks at once - it is better to choose the most suitable 2-3 or even one for your situation and focus all your efforts on it. In addition, you need to be very careful when choosing your target audience (targeting), on which the success of an advertising company will greatly depend.
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According to statistics, over 80% of users global network have personal accounts in diverse social networks and actively use them. If earlier such resources were mainly a means of communication with old or new acquaintances, now their functionality has expanded significantly.
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Social networks are actively used as news resources, sources for education, entertainment (games, dating, watching music or video content, etc.). They are also a powerful marketing tool. Business promotion in social networks can be done independently or entrusted to people who are professionally engaged in this area.
Goals of business promotion in social networks
01.
Increasing sales volumes
Social networks can be used directly to sell goods or services. Sales are made to both old and new customers. Accordingly, promotion methods are selected. For example, to sell goods among existing customers, you can review new products, and to expand the target audience, you can hold a contest with a repost condition.
02.
Maintaining a dialogue with consumers
The presence of the company's representative office in a social network allows you to notify the target audience about the news (the release of the latest models, the timing of promotions, the opening of stores, etc.), convey thematic information (for example, the features of using the product), maintain interest in the company and / or its offer ( through competitions, discussions, discussions, etc.).
03.
Increasing brand awareness
Most users spend 30 minutes or more daily on social media. The correct use of marketing tools to promote a brand in social networks allows you to increase its recognition, which a priori contributes to trust in a particular brand.
04.
Formation of a positive image
This is achieved through several factors. Firstly, the fact that the company has a presence in social networks has a positive effect. Secondly, having its own group, the organization gets the opportunity to timely track negative reviews about its work and / or sold goods and respond to them in order to level the negative. Thirdly, the promotion of the project in a social network can be directed directly to creating the desired image, popularizing corporate values.
Which networks are best for business promotion
All existing social networks differ not only in their interface, functionality and features of establishing an internal dialogue, but also in the characteristics of the target audience. Therefore, the choice is made taking into account the characteristics of potential customers for each particular business.
This network is especially popular among post-student and middle-aged people working in the field of information technologies, marketing, business, etc. There are many publications on Facebook on the topic of education, travel, new developments and technologies, business, personal development, etc., many of which are long reads. Most network users access the site using mobile gadgets, which should be taken into account when graphic design publications (for example, use pictures of compact sizes - up to 800 × 600 pixels).
In contact with
A significant part of the audience is represented by young people who are interested in music, games, films, and other entertainment. Media content (graphics, video and audio clips) prevails here over text publications. Therefore, experts recommend making short (up to 500-1000 characters) messages, accompanying them with visual design.
This network is a popular photo hosting. To promote a business, it is desirable to use a single recognizable style in the design of all published content. To form the desired image, pictures must be attractive, which often requires processing in photo editors, and not just the use of standard filters.
Short concise posts are practiced on the network. The basis of users are people from 20 to 40 years old, often involved in business or other areas that involve maximum concentration. Twitter is well suited for promoting brands and corporate websites, advanced developments, technology, etc.
Create a page or group
- the quality of all published materials. This applies to the visual design of graphics, and to the informative content of text articles;
- the relevance of the information provided. All published data about the company must be true;
- completeness of published information. The materials on the page must meet the needs of a specific target audience, inspire loyalty and trust;
- content uniqueness. As with filling the site, when maintaining a page on a social network, it is important to publish unique information designed for a particular company.
It is better to plan in advance the content of the page or group, to draw up an indicative publication schedule. The update should be regular in order to constantly keep the attention of users to the corporate blog.
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It took radio 38 years to reach 50 million people, TV 13. Facebook gained 200 million users in less than a year.
More than 82% of Internet users have social media accounts and use them for (at least) two hours a day. Russia ranks first in Europe in terms of the popularity of social networks.
There is a growing number of users who come to social networks not for communication, but for information, as well as businessmen who understand that social media is an effective marketing channel. If you want to promote the project through social networks, then get acquainted with four effective ways promotion.
Content is the main promotion factor
Any SMM specialist will confirm that promotion tools are useless without quality content. If the page of your brand is boring, you should not count on the growth of the audience and its loyalty.
Three ingredients of good content:
- Uniqueness. The information you post should be relevant and engaging. Do not copy materials from other resources. The exception is cross-posting between the company's blog and its page on the social network.
- Regularity. Articles should be published systematically. Two, three, four or seven times a week - depends on the specifics of the business and its target audience. So, two or three updates will be enough for people from the business environment, and this is clearly not enough for the beauty community. It is necessary to adhere to the chosen content strategy, regardless of the number of subscribers.
- Virality. Publications should be lively, causing an emotional response in the form of a burning desire to tell friends about them. Avoid overt promotional posts.
Facebook in Russia- "social sphere is not for everyone." It is used by marketers, programmers and other IT-savvy people. They are not afraid of a “complicated interface”, but in their area of interest are gadgets, the Internet, travel, education, books and business in all its manifestations. They willingly like and share materials on these topics, as well as motivating articles that set you up for positive. Most of the active Facebook audience uses mobile application- posts are recommended to be illustrated with pictures sized 800 × 600.
"In contact with"- the largest social network of Runet (more than 230 million registered users). Her audience is younger; the focus of users' interests is mainly entertainment (communication, games, music, films, etc.). VK users do not like text content (it is desirable that the length of the post does not exceed 500 characters), but they love photos and videos.
Among photo hosting sites in Russia, the most popular Instagram. At the same time, while maintaining a brand page on Instagram, it is recommended to adhere to uniform style in the design (use not only standard filters, but also third-party photo editors), as well as place objects in the photo on 2/3 of the screen (this makes the picture visually more attractive).
Targeting
The possibility of placing targeted advertising is available in almost all social networks: VKontakte, Facebook, Odnoklassniki and others. At the same time, it is believed that targeted advertising in social networks is more suitable for the B2C sector. However, there are companies in B2B that effectively solve business problems through targeted advertising.
Some types of targeting:
- Geographical (geotargeting) - displaying ads to residents of a certain region / city / district, etc. For example, you want to promote a beauty salon located in Khimki near Moscow. Your targeted ad will be displayed to the residents of this city.
- Socio-demographic - showing ads based on gender, age, marital status and other social criteria. Thus, advertising for children's goods and household goods is recommended to be placed on the pages of married women over 25, and advertising for an art store - on the pages of designers, architects, decorators.
- Contextual - displaying ads in accordance with the interests of the user. Membership in groups such as "Fashion", Fashion, "Shopping", etc. clearly demonstrates the interests of the user. He will be interested in relevant advertising.
- Behavioral - displaying ads depending on specific user actions (travel routes, favorite places, frequent search terms etc.). Let's say a person is fond of Latin American dances, goes to a salsa club, looks for relevant videos - it is likely that he will be attracted by an advertisement for a last-minute tour to Cuba.
Despite its apparent simplicity, targeting is a tool that requires serious preparatory work. First, you need to analyze the target audience of the brand. Second, create an ad.
Community advertising
Advertising in communities (in the professional language of SMMs - sowing) is the purchase of posting or reposting in popular communities. In the first case (buying a post), the advertiser's goal is to increase traffic on the company's website; in the second (buying a repost) - attracting users to a company group on a social network. At the same time, the more subscribers the community, the post in which you buy, has, the more expensive the advertising campaign will cost.
You can negotiate directly with community owners or use the services of a special exchange. In 2013, the VKontakte social network (an office for an advertiser) opened one. Advertising is placed by the community administration in its feed and, according to the conditions, must remain there for a day.
Professional promotion in social media
Services are meant to provide paid services promotion in social networks. As a rule, they independently create high-quality content, launch a targeting mechanism and negotiate advertising in communities. These conditionally include Plibber. Why conditionally? Because the possibilities of this service are much wider.
- register;
- decide on the format of work on the site (you can advertise your brand yourself or contact the Plibber team to organize an outrageous advertising campaign);
- prepare an advertising post;
- select the most suitable sites from the target audience and start sowing.
After preliminary moderation, your task will be available, and you can start attracting fans of your brand.
How to get organic loyal traffic? With this question, which is of interest to all advertisers, we turned to the founder of the Plibber project, Oleg Ratunin.
Oleg Ratunin
CEO and ideological inspirer Plibber.ru. Knows everything about social media and even more.
To attract potential fans to your brand, you should:
- use quizzes (quizzes), infographics, illustrations, viral videos, promotional games, etc.;
- place a link within the visible zone of the post announcement (first-second lines);
- embed a call to action in the content;
- add a provocative poll;
- work with the associative content format and its adaptation to the brand;
- launch creative, vibrant and unique contests.
If you've managed to find the content your audience is craving, you can count on over 600 clicks per post.
Also, do not forget to analyze the communication of large brands with their subscribers, now a good result is being detected in the community
