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Promoting the organization on social networks. The best services for promotion on social networks. Cost of product promotion

It took radio 38 years to reach an audience of 50 million, television 13. Facebook gained 200 million users in less than a year.

More than 82% of Internet users have accounts in in social networks and sit in them (at least) two hours a day. Russia ranks first in Europe in terms of 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 a project through social networks, then get to know four in effective ways promotion.

Content is the main factor of promotion

Any SMM specialist will confirm: without quality content, promotion tools are useless. If your brand’s page is boring, you shouldn’t count on audience growth and loyalty.

Three components 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 a company’s blog and its page on a 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, for people from the business environment, two or three updates will be enough, but for the beauty community this is clearly not enough. It is necessary to adhere to the chosen content strategy regardless of the number of subscribers.
Virality. Publications should be lively, evoking an emotional response in the form of a burning desire to tell friends about them. Avoid overtly promotional posts.

Facebook in Russia- “social services are not for everyone.” It is used by marketers, programmers and other IT-savvy people. They are not afraid of a “complex interface”, and their areas of interest include gadgets, the Internet, travel, education, books and business in all its forms. They willingly like and share materials on these topics, as well as motivating articles that set the mood for positivity. Most of Facebook's active audience uses mobile application- It is recommended to illustrate posts with pictures measuring 800 × 600.

"In contact with"- the largest social network on the Runet (more than 230 million registered users). Her audience is younger; Users' interests are mainly focused on entertainment (communication, games, music, movies, etc.). VK users do not like text content (it is advisable that the length of the post does not exceed 500 characters), but they love photos and videos.

The most popular among photo hosting sites in Russia is Instagram. At the same time, when maintaining a brand page on Instagram, it is recommended to adhere to a single design style (use not only standard filters, but also third-party photo editors), and also place objects in the photo on 2/3 of the screen (this makes the picture more visually attractive).

Targeting

The ability to place targeted advertising is available on almost all social networks: VKontakte, Facebook, Odnoklassniki and others. At the same time, it is believed that targeted advertising on social networks is more suitable for the B2C sector. However, there are also companies in B2B that effectively solve business problems through targeted advertising.

Some types of targeting:

Geographic (geotargeting) - displaying advertising 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 shown to residents of this city.
Socio-demographic - displaying advertising depending on gender, age, marital status and other social criteria. Thus, it is recommended to place advertisements for children's products and household goods on the pages of married women over 25, and advertisements for an art store - on the pages of designers, architects, and decorators.
Contextual - displaying advertising in accordance with the user's interests. Membership in groups such as “Fashion”, Fashion, “Shopping”, etc. clearly demonstrates the user’s interests. He will be interested in relevant advertising.
Behavioral - displaying advertising depending on specific user actions (travel routes, favorite places, frequent search queries etc.). Let's say a person is interested in Latin American dancing, goes to a salsa club, and looks for relevant videos - there is a high probability 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 brand's target audience. Secondly, make an ad.

Advertising in communities

Advertising in communities (in the professional language of SMM specialists - sowing) is the purchase of posting posts or reposts in popular communities. In the first case (purchase of a post), the advertiser’s goal is to increase traffic on the company’s website; in the second (buying a repost) - attracting users to the company’s group on a social network. Moreover, the more subscribers the community in which you buy a post has, the more expensive the advertising campaign will cost.

You can negotiate with community owners directly or use the services of a special exchange. In 2013, it was opened by the social network VKontakte (an account for advertisers). Advertising is placed by the community administration in its feed and, according to the conditions, must remain there for 24 hours.

Professional promotion in social media

This refers to services that provide paid services on promotion on social networks. As a rule, they independently create high-quality content, launch a targeting mechanism and negotiate advertising in communities. These include Plibber. Why conditional? Because the capabilities 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 a shocking advertising campaign);
prepare an advertising post;
select the most suitable sites from the target audience and begin sowing.

After preliminary moderation, your task will be available and you can start attracting fans of your brand.

How to get organic loyal traffic? We addressed this question, which is of interest to all advertisers, to the founder of the Plibber project, Oleg Ratunin.

Oleg Ratunin

CEO and ideological inspirer of Plibber.ru. Knows everything and more about social media.

To attract potential fans to your brand, you should:

use quizzes, infographics, illustrations, viral videos, advertising games, etc.;
place a link within the visible area of the post announcement (first and second lines);
introduce a call to action into the content;
add a provocative survey;
work with associative content format and its adaptation to the brand;
launch creative, vibrant and unique competitions.

If you manage to find the content that your audience craves, you can count on over 600 clicks from one post.

Also, do not forget to analyze the communication of large brands with their subscribers; now good results are being detected in the community

It took radio 38 years to reach an audience of 50 million, television 13. Facebook gained 200 million users in less than a year.

More than 82% of Internet users have accounts on social networks and spend (at least) two hours a day on them. Russia ranks first in Europe in terms of popularity of social networks.

Content is the main factor of promotion

Any SMM specialist will confirm: without quality content, promotion tools are useless. If your brand’s page is boring, you shouldn’t count on audience growth and loyalty.

Three components 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 a company’s blog and its page on a 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, for people from the business environment, two or three updates will be enough, but for the beauty community this is clearly not enough. It is necessary to adhere to the chosen content strategy regardless of the number of subscribers.
Virality. Publications should be lively, evoking an emotional response in the form of a burning desire to tell friends about them. Avoid overtly promotional posts.

Facebook in Russia- “social services are not for everyone.” It is used by marketers, programmers and other IT-savvy people. They are not afraid of a “complex interface”, and their areas of interest include gadgets, the Internet, travel, education, books and business in all its forms. They willingly like and share materials on these topics, as well as motivating articles that set the mood for positivity. Most of Facebook's active audience uses the mobile application - it is recommended to illustrate posts with pictures measuring 800 × 600.

Targeting

Some types of targeting:

Geographic (geotargeting) - displaying advertising 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 shown to residents of this city.
Socio-demographic - displaying advertising depending on gender, age, marital status and other social criteria. Thus, it is recommended to place advertisements for children's products and household goods on the pages of married women over 25, and advertisements for an art store - on the pages of designers, architects, and decorators.
Contextual - displaying advertising in accordance with the user's interests. Membership in groups such as “Fashion”, Fashion, “Shopping”, etc. clearly demonstrates the user’s interests. He will be interested in relevant advertising.
Behavioral - displaying advertising depending on specific user actions (travel routes, favorite places, frequent search queries, etc.). Let's say a person is interested in Latin American dancing, goes to a salsa club, and looks for relevant videos - there is a high probability 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 brand's target audience. Secondly, make an ad.

Advertising in communities

Professional promotion in social media

This refers to services that provide paid promotion services on social networks. As a rule, they independently create high-quality content, launch a targeting mechanism and negotiate advertising in communities. These include Plibber. Why conditional? Because the capabilities 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 a shocking advertising campaign);
prepare an advertising post;
select the most suitable sites from the target audience and begin sowing.

After preliminary moderation, your task will be available and you can start attracting fans of your brand.

How to get organic loyal traffic? We addressed this question, which is of interest to all advertisers, to the founder of the Plibber project, Oleg Ratunin.

Oleg Ratunin

CEO and ideological inspirer of Plibber.ru. Knows everything and more about social media.

To attract potential fans to your brand, you should:

use quizzes, infographics, illustrations, viral videos, advertising games, etc.;
place a link within the visible area of the post announcement (first and second lines);
introduce a call to action into the content;
add a provocative survey;
work with associative content format and its adaptation to the brand;
launch creative, vibrant and unique competitions.

If you manage to find the content that your audience craves, you can count on over 600 clicks from one post.

Also, do not forget to analyze the communication of large brands with their subscribers; now good results are being detected in the community

This article will talk about how to independently promote a website on social networks.

People who are engaged in sales or sell their services cannot ignore such a number of people gathered in one pile. In this article we will talk about promoting yourself on social networks.

First of all, social networks are attractive to sellers because many users are active every day. An interesting point is that some users do not use search from search engines, but immediately go to their favorite social network and look for the necessary information there.

Not a bad argument in favor social promotion. More recently, a new word has appeared in the everyday life of optimizers - and it means website promotion on social networks.

How to promote yourself on social networks

smo optimization

SMO - stands for Social Media Optimization, that is, optimization for the social environment, media and content. The main goal of SMO is to generate traffic to your website from social networks. The main advantage of such promotion is word of mouth!

If your website is really good, has some useful value for users, sells a high-quality and necessary product, thousands of users will instantly know about it, thanks to great system distributing links between users.

Independent promotion of services on social networks

Let's take, for example, a web designer and his services. You are a successful web designer and are in demand for your services on a forum or two. The quality of your services is top notch, and the graphics you produce are in demand.

There are orders and the pay seems to be not bad, but as always you want more. What to do? one of the most simple ways, expand the number of your customers - advertise on social networks. First, you will need to create a group or community on your chosen social network.

One of the main factors of your work on the social network will be the quality and beautiful design groups. If you're a really cool designer, this won't be too difficult. Fill the group with examples of your work and prices for your services.

Next, you need to find thematic communities in which there is activity and advertise your group and your services there. Also, don’t forget to provide a link to the groups in your portfolio. This is the easiest way to promote services on social networks.

Features of promotion on social networks

— Efficiency can be much higher than that of any other method of traffic generation

- Lightness. You don't need to have any complex knowledge. Even a schoolchild can create a group with product sales.

Promote your website on social networks yourself

You will need to register with several social services, create a list of friends yourself (create the appearance of an active account), join as many thematic groups and communities as possible, and try to leave links to your website there every day.

By the way, you can trust the supply of links special programs, they are mostly paid, but you can also find hacked versions.

Promotion of articles on social networks

Another interesting way of promotion is Article Promotion. As everyone knows, text content from social networks is highly indexed search robots. You can often see links to groups on social networks in search engine results.

Due to the trust of the social network itself, your group can easily end up in the TOP 10 search results. The disadvantage of such promotion is the cost - if you cannot write “selling” texts yourself, the services of professional copywriters may not be cheap.

From this material, you learned about promotion on social networks yourself.

We hope our site was useful to you. Good luck.

According to marketing firm Forrester Research, your customers complete 66 to 90 percent of the consumer journey themselves. By according to Google, before purchasing, users study an average of 10.4 publications. And according to the Global Web Index, the average consumer has 5.8 social media accounts and actively uses 2.8 accounts. This means that you need to offer your audience quality social media content to help potential customers make better consumer decisions. In this article you will find step by step description SMM strategy that will help you effectively promote your business on social networks.

Step 1: Define a Social Media Strategy

To develop a strategy, answer the following questions:

What do you want to achieve with SMM? Write down the goals you want to achieve. Determine the tasks that will help you achieve your goals. Of course, you know that goals should be specific, measurable, achievable, related to your business, and urgent. For example, a goal might look like this: within three months, an SMM campaign should increase the number of transitions to the site from social networks to 100 per day.
Who is your target audience? You must understand who you are working for and who you want to see on the website or in front of the cash register in the store. Create marketing personas that match each segment of your audience.
What information does a consumer need when planning to buy your product? Try to model the consumer journey of your customers. The answer to this question will help you plan information campaigns.
What social networks are popular among your target audience? You must determine the platforms that you will use for promotion.
At what time are your target audience active on social media? The answer to this question will help you plan when to post.

Be sure to write down the answers to the questions.

Step 2: Choose a Communication Tactic

After answering strategic questions, you must solve an important tactical problem. Choose the tone and style of communication with your audience on social networks. You need to determine who will post notes and respond to comments, and how you will communicate with clients and colleagues. Use the following recommendations:

Use your chosen tactics consistently to get your audience accustomed to your style.

Step 3: Create Content

This is the most important step in building an SMM strategy, since content is the foundation for effective business promotion on social networks. An article on content planning will help you at the preparation stage. The following tips will make your content campaign effective:

Announce your own content. Also curate and republish your most popular content.
Combine different types content. Pay attention to the visual appeal of posts. This will help your posts attract the attention of users. Offer users infographics, photos, presentations, e-books, video infographics.
Encourage users to create content. To do this, support discussions, hold competitions and sweepstakes, and ask for customer opinions.

To increase your audience reach, ask your employees and friends to repost.

Step 4: Optimize Your Content

Even if you create really cool content, it won't be able to compete with cats, celebrities, and nudity if you don't optimize it. Use the following guidelines:

Make sure the content you publish is accessible to your target audience.

Step 5: Think About Social Media User Conversion

“Likes,” shares, and comments alone do not bring you deals or profits. To convert social media users into customers, you need to take additional steps. Consider these measures:

Indicate contact information in your social network profiles: phone number, email address, Skype nickname. This is especially true if you use networks as a virtual storefront.
Encourage users to leave contact information. For example, exchange for phone numbers or email addresses discounts or valuable content.
Direct users who are interested in the product to a conversion landing page on the site. For example, this could be a page for a current promotion.
Direct all users to the information section of your site. It should become a source of information necessary to make a purchasing decision.

Find a way to continue interacting with your subscriber outside of Facebook or Google+.

Step 6: Communicate

Actively attract subscribers. To do this, publish relevant content and promote it in all available ways.
Invite existing and potential clients to follow your page. Motivate them with discounts, access to exclusive information, and the opportunity to exchange opinions.
Participate in discussions in other groups. You need to gain authority.
Ask renowned experts in your industry to review your content. This can get you hundreds of subscriptions.
Reply to comments, encourage users to continue the discussion. The more active your audience is, the more subscribers you will have.
Provoke your audience. Think about how you can do this.

Try at all costs to revive the group or public. The success of an SMM campaign depends on this.

Step 7: Measure Promotion Results

Track the ROI of SMM campaigns. Use UTM tags, monitor key metrics on the site. Follow these guidelines:

Monitor social media metrics. Pay attention to the number of subscribers, the number of reposts, comments and likes on posts. These figures should increase.
Monitor traffic from social networks. You are interested in quantitative and qualitative indicators: number of transitions, behavior on the site, conversion rate.
Monitor business indicators: number of transactions, average bill, income and profit. How does SMM strategy affect sales? Do the funds invested in promotion pay off?

It's stupid to think that among 90 million users you won't find any clients. However, users are already fed up with numerous communities and groups; they are much less willing to join new ones. Competition also has an effect; if a person is already subscribed to a couple of groups “Cargo transportation in...”, then, most likely, he will not join another one. Of course, if he is not pushed to do this, which is what I will talk about in this article.

Defining the goal

You need to start SMM promotion with a clear definition of the goal. Many people don’t understand what they need and that’s why they immediately go down the wrong path. Why would a company that operates in a city with a population of 20 thousand people add 50 thousand to its group? For likes and comments? But the company needs sales.

Goals could be:

Receipt feedback from clients;
Sale of goods or services;
Informing clients;
Brand promotion;
Recruiting a target audience for further work with it;
Hiring employees (you can create a personnel reserve);
And there are many more options.

Having defined the goal, you will determine your target audience, which will greatly help in further promotion, choice of social network and presence strategy.

Choosing a social network

Today they most often work with Facebook, VKontakte and Odnoklassniki and Instagram. You can create communities and pages on all social networks, or you can choose only one or two. In general, VKontakte has advantages in terms of audience size in almost any area. One simple example.

The most popular community on Facebook for the query “Kazan”:

And VKontakte:

But this does not mean that you need to limit yourself to VKontakte, even if it has the largest audience.

When choosing, you should focus on the format of the social network.

In contact with– the most popular social network in Russia, the demographics are represented as widely as possible. Suitable for publishing any content. The competition is very strong, especially if we talk about communities in general, of which there are a lot. That is, VKontakte users do not lack attention; most often, a lot of new posts appear in their news feeds every day.

Classmates– the audience overlaps with the VKontakte audience, the majority of users who are on Odnoklassniki are also on VKontakte. Previously, it was believed that Odnoklassniki had a more mature audience, but today there are many young people there. If a user rates your post, then he shares it with his friends, this main feature, which needs to be taken into account. That is, in Odnoklassniki you can promote your page through excellent content.

Facebook– the audience is more mature and solvent, thanks to which this network is considered one of the best platforms for B2C. There is access to an international audience, Russian social networks do not have such an opportunity. Cheap targeted advertising is also a feature of Facebook.

Instagram– well suited for visual presentation of your products and services. The audience here is much younger than on any other social network, and the number of registered users is growing. A good platform for B2C, however, Instagram is also well suited for brand promotion, and not just for sales.

Twitter– suitable for informing about important events; it can be used to redirect users to other social networks, informing about new posts. The Twitter audience is politically and socially more active offline, in this it is approximately twice as large as the audience of other social networks.

YouTube– the audience is huge, but many watch videos on third-party resources. Suitable for promoting a brand (often personal), goods or services. Better than other social networks for B2B, many company executives watch videos that relate to their field of activity.

The optimal solution is to use several social networks, using them strengths. On some social networks you have the ability to search by given parameters, this way you can estimate the size of the audience, its interests and other information.

SMM promotion methods

SMM methods can be divided into white, gray and black. The difference lies in cost, effectiveness and compliance with social media rules and sometimes legislation.

White methods

Targeted advertising

Competitions

A popular method that allows you to significantly increase the number of subscribers in a short time, even when you use inexpensive prizes. The downside is that a large number of freebie lovers will subscribe. For the entertainment community, this method of promotion is quite acceptable, but for business it is not very effective. Here it is better to offer discounts in limited quantities rather than prizes. This way you will increase the likelihood that those who are truly interested in your products or services will subscribe.

In fact, a good and useful community will develop on its own, although you will have to spend money on the initial audience. SMM promotion for companies should not be about finding subscribers, but about finding clients; this should never be forgotten. And clients are much more expensive than subscribers.

SEO

SEO should also be applied in social networks, where keywords must also be indicated in the description of communities and pages, both for search in the social network itself and for search engines. The main way SEO promotion It won’t, but it will be able to give additional subscribers. Please note that for many commercial requests there is a VKontakte group in the TOP.

Interaction with users

It's a labor-intensive method, but it's free and can be effective. It is suitable for Twitter and Instagram, where the company account has the ability to like or comment on user posts, and in this case it is very easy to search for them using hashtags. In other social networks, the method is less effective and more reminiscent of crowd marketing. I classified this method as white, since in this case there is no spam in comments or other actions that are useless for users.

Gray methods

Cheating with bots or cheating with offers

You can bring bots into the community quickly and relatively cheaply. Offers (people who will subscribe, like, etc. for a certain fee) will cost more, but in both cases the effectiveness of this method of SMM promotion will be low, since you will not receive targeted subscribers.

The advantage is that in social networks one of the ranking factors is the number of subscribers. For example, VKontakte will always show groups and communities with the most participants in the first places. The downside is that your community can be blocked for using this method; offers are banned less often than bots, but there are complaints about this on thematic forums. Commercial communities are more at risk.

Spam in comments or private messages

Spam is prohibited by the rules of any social network, spammers' accounts are banned quite quickly, but this method is much better than the previous one. Just because you spam links to your community, if a person subscribes, it means that he is at least interested in it. That is, any kind of audience you can get.

You can write in private messages, but today this is less and less effective. Firstly, users are increasingly having private messages from strangers blocked, and secondly, after several complaints about spam, the account will be blocked. In some social networks it will be possible to quickly unblock it; here, study the rules of social networks.

Massfollowing

Mass following is a subscription to users in the hope that they will subscribe in return. The method is relevant, first of all, for Instagram, where it is one of the main ones in promotion. It is possible to use this method in other social networks, where for this purpose fake pages of people are created, who are added en masse as friends, and then offered to subscribe to the pages.

Black methods

Black hat practices usually violate not only social media rules, but are also a criminal offense. For example, here spam is done from hacked accounts, and links are sent by friends, who in this case trust the sender much more.

Black methods of SMM promotion are associated with hacking of accounts or vulnerabilities of the social networks themselves. I don't recommend using them.

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