How to build an SMM strategy: a step-by-step plan for promotion on social networks. Promoting business on social networks without officialdom or falsehood

To evaluate whether the results that advertising on social networks provide are worth the time, effort and investment, you need to analyze its effectiveness. Russian social networks have more than several hundred million active users, foreign ones – even more. But even a high concentration of the target audience on one site does not guarantee the success of an advertising campaign on social networks.

What is SMM?

In internet marketing, promotion on social networks is called SMM promotion. SMM (Social Media Marketing) is a process of attracting customers implemented using social media channels. SMM is part of internet marketing. But due to the fact that promotion in social networks is very different from website promotion in search engines, marketers have separated it into a separate direction - SMM marketing.

Most often, social networks are used for informal communication with clients, attracting traffic to the company’s main website, and promoting the brand of b2c and b2b companies. If SMM is used as one of the main tools for doing business, then a separate vacancy opens in the marketing department - SMM manager.

His responsibilities include:

Development of an SMM promotion strategy.
Determining the target audience and its needs.
Targeted advertising management.
Increasing user activity in the community.
Group design development.
Filling the community with quality content.
Statistics analysis and more.

In addition, the SMM manager must work with other social media channels, for example, forums or blogs. Instead of employing such a specialist on staff, you can also use the services of specialized agencies or freelancers.

Pros and cons of advertising on social networks

Before including the cost of advertising on social networks in a company's marketing expenses, you need to evaluate how feasible it is. When a businessman first encounters SMM, he is attracted by a large number of social network audiences. And therefore they seem to be an ideal platform for business development. However, the situation is not so one-sided.

Risk of account blocking, hacking or deletion. A social network is a good platform for promotion, but all rights to regulate activities within its framework belong to the administration. You can invest a lot of time, money and effort into promoting a community, but end up with nothing. In addition, social media accounts are the most likely to be hacked.
Limited functionality. Social media channels have a limited set of features. In particular, this concerns the branding of official communities. For some types of businesses, this prevents subscribers from fully engaging with the brand.
High level of competition. Both large companies and private entrepreneurs are engaged in business promotion on social networks. It is affordable and does not require major investments. Therefore, there is a very tough fight for clients on social networks.
Lack of complete confidentiality. It is believed that some government organizations have access to commercial information, personal correspondence and company activity in general. There is no direct evidence of this, but if a businessman values this kind of data, then you should not put it on social networks.

It is best to use SMM promotion as an addition to an online advertising campaign. It’s not worthwhile to completely transfer brand promotion activities to social networks, but it’s also not advisable to give up a bonus source of traffic.

Social media promotion tools

Before engaging in SMM promotion, you need to figure out what you can do and what you can’t do. Promotion tools are qualified according to legality of use:

Completely legal methods (white) - officially approved for use.
Partially legal (gray) - allowed by Russian law, but prohibited by the rules of social networks.
Prohibited (black) - prohibited by rules and legislation.

It is strongly recommended to promote a company on social networks using only white hat methods. Otherwise, you can not only waste a lot of time and effort in exchange for a ban from the administration, but also “tarnish” the company’s reputation.

White methods of promotion:

Targeted advertising. Targeted advertising is a kind of contextual advertising only within a social network. In its settings, you can also specify the parameters of the target audience, select a payment method, determine the time of displays, etc. To effectively place an advertisement, you first need to create a profile of your potential client.
Advertising in communities. You can advertise a group in another community either for a fee or for free. For paid advertising, you need to contact the administrator and discuss the conditions. For free – find an interested partner. For example, a wedding planner and photographer can collaborate pro bono, mutually benefiting from the partnership.
Competitions. It is appropriate to use competitions when the community has already gained a starting number of “live” subscribers. The essence of this promotion tool is that users must independently spread information about the community in exchange for a valuable prize. Therefore, most often the main conditions of the competition are subscription and repost.
SEO optimization. The social network's internal search uses ranking algorithms similar to search engines. Therefore, in order to get to the TOP for a search query, you need to optimize the title and description of the group.

Another important factor influencing the effectiveness of advertising on social networks is content. By setting up targeted advertising, you can regularly pay for clicks and receive nothing in return. The quality and quantity of posts influences the attraction of new subscribers and the retention of old ones. To save time on systematically filling the group, you can use auto-posting.

Gray methods of promotion:

Increase subscribers, views, likes, reposts. The use of bots to promote the community is prohibited. Therefore, if the administration of a social network suspects that a group is rising in search results due to artificially created activity, it will immediately block it.
Purchasing offers. Buying offers is a less risky way to get a starting number of subscribers. But it should be remembered that the offer only creates visible demand for the community and is not included in the target audience. In addition, services for selling offers are not honest. Therefore, instead of “live” users, you can get a stream of fake subscribers.
Massfollowing. Mass following is a subscription to users in the hope of mutual subscription. This is a labor-intensive and time-consuming process, so special automated applications are used to carry it out.

Gray methods of promotion are applicable only at the initial stage of community promotion. When there are only 100–200 “live” users in your subscribers, it’s not as scary to lose them as it is to lose several thousand.

Black methods include hacking pages and sending spam. Sending spam is prohibited not only in the Russian Federation, but throughout the world. And the effectiveness of its use is not commensurate with the possible risks.

Social Media Promotion Strategies

Developing an SMM promotion strategy begins with setting a goal. To set a goal, it is enough to know why social networks are usually used by businesses. The goals of SMM marketing are:

Promoting the company on social networks.
Brand promotion.
Website promotion through social networks.
Promoting a personal brand.

If the goals seem the same at first glance, they are not. For example, for brand promotion, informal communication with clients and building trusting relationships is very important, and for website promotion, uniqueness and exclusivity of content with a link to the main source are very important.

To make a competent SMM strategy, you need to work through each stage. Strategy stages:

Goal setting.
Defining and segmenting the target audience.
Selecting social media channels for promotion.
Creating a company image on social networks, creating content.
Development of a communications plan for each segment of the target audience.
Selecting indicators for analyzing advertising campaign costs.
Preliminary budget calculation.

After drawing up a strategy, you can begin to implement it. But if you plan to work on several media channels at once, then you cannot do without a specialist in the field of SMM. The fact is that each social network has its own specifics and features, so you need to create content separately for each social network.

Contract for promotion on social networks

Freelancers and SMM agencies have standard contracts for the provision of services. But certain nuances for each project are prescribed individually. To get the desired result from SMM promotion, you need to pay attention to the following clauses of the contract:

Subject of the agreement. The subject of the agreement is the provision of promotion services on social networks. Object – group, page, community on a social network. The contract must clearly state the characteristics of the object at the time of its signing (number of subscribers, data on activity and traffic, targeted advertising).
List of works on promotion in social networks. The list of services can be specified in a separate appendix or directly in the contract itself. This may include SEO optimization, design, content filling, etc.
Required volume of subscriptions, subscriber criteria. The contract will be considered fulfilled when the contractor reaches the number of subscribers specified in it. Therefore, the document indicates the exact figure. You can also specify subscriber criteria to protect the group from banal cheating by bots.
Obligations, rights and responsibilities of the parties. The main obligations of the performer that you should pay attention to are the coordination of all promotional activities, for example, the provision of a group design layout and a refund if the account is blocked. In addition, the contract may provide for a penalty charged to the contractor for failure to comply with the deadlines for completing the order.
Validity of the contract. The term of the contract specifies the maximum allowable time for fulfilling obligations. If the contractor was unable to achieve the required indicators by the specified deadline, he must bear the punishment for this specified in the “Responsibility” section.
Estimate. The estimate is the approximate cost for the entire range of services provided by the contractor. Each item in the estimate must be studied very carefully. Many performers include services there that are of little value to the customer.

In addition to the contract, professional SMM managers offer customers to fill out technical specifications. It gives a detailed idea of the task at hand and allows you to indicate all the nuances that the performer should pay attention to.

Viral advertising on social networks

is media content distributed by social network users through reposts. It is one of the most effective ways to promote a company or brand on social networks. Since the initiator of the spread of viral advertising is “live” users.

It is almost impossible to develop viral advertising on your own. Entire teams of marketers work on creating video stories (the most common viral ad format). The project is developed according to 4 principles:

Creativity.
Brevity.
Target audience response
Quality.

A viral video should contain a minimum of advertising (a few frames with the brand logo at the end of the video) and a maximum of exciting, interesting, and sometimes indecent and flashy plot. In any case, one video is not enough. Viral advertising is unpredictable, so it is impossible to determine in advance what exactly will hook users.

How to evaluate the effectiveness of advertising on social networks?

When promoting a brand, assessing the effectiveness of advertising on social networks is complicated by the fact that it cannot be measured in terms of sales. The goal of companies that promote their brand is to increase customer loyalty, create an image and increase awareness. But these parameters cannot be represented in numbers. In this case, the effectiveness of advertising is assessed based on the following criteria:

Audience growth.
Increased user activity.
Increasing the number of transitions to the company’s official website.
Involvement of subscribers in the life of the group.

When a company has a completely different goal - sales, then the effectiveness of promotion on social networks is measured by classic indicators:

Conversion rate (CTB) – the ratio of the number of real buyers to group (site) visitors.
Click-through rate (CTR) is the ratio of the number of clicks to the number of impressions of an advertisement.
View Rate (VTR) – the ratio of the number of views to the number of impressions of an advertisement.

An advertising campaign is considered successful when its costs are recouped through sales. But due to the specifics of some companies, payback may not occur immediately. For example, a company selling cheap jewelry will be able to assess the effectiveness of promotion much earlier than a company resale of used cars.

TOP 10 books on promotion on social networks

SMM has become a serious trend in internet marketing. Industry conferences, seminars, and thematic courses dedicated to this area are held annually in Russia. But social media promotion trends are changing so quickly that techniques that were effective yesterday are becoming hopelessly outdated today. Therefore, books on SMM will only give a hint to beginners; only constant practice will bring professional experience.

Books are not the only source of information for training a novice SMM manager. Today, many successful specialists maintain personal blogs and film video tutorials in which they share their observations and life experiences. But the main task remains with the student - to apply the theory in practice.

SMM (Social Media Marketing) - social media marketing is the promotion of goods and services on social networks, which are perceived by marketing as social media.

Social Media Marketing is an effective tool with which visitors are attracted to the site from social networks, communities, blogs, diaries and forums. Consumer attention can be obtained and purchased through advertising. The trust of the target audience cannot be bought, it can only be earned. Social media platforms are a modern tool for interacting with the target audience. Today, the audience of social networks is comparable to the audience of television channels, only it is more attentive and active. SMM has more in common with online PR than with advertising. SMM is direct work in communities that cover the target group of users. These are tools for direct and hidden interaction with the target audience.

Tasks that can be solved using SMM:

Branding, brand promotion;

Increasing loyalty and fame;

Increasing traffic to the company website.

SMM It still refers to non-standard promotion tools but, today, it is the most promising. Social Media Marketing is in demand both by large companies, market leaders, and by small and medium-sized businesses that use SMM for their own promotion and establishing contact with their consumers.

Traditional social media marketing tools:

Creation, design, filling with materials (maintaining) a blog on various platforms;

Blog promotion;

Information messages in thematic communities, support for discussions, responses to comments;

Working with popular thematic forums: launching and supporting discussions, hidden marketing (agents of influence),

Conducting discussions on behalf of the company (direct marketing);

Viral marketing;

Monitoring positive and negative information. Creating a positive information background;

Optimization of the company’s Internet resources for social media (SMO).

SMM does not have an immediate effect, but it gives long-term results provided that it is used in a targeted and correct manner. Its main advantage is the low cost of investment compared to the possible effect of the activities carried out.

Social Media Marketing implies mandatory optimization of the site and bringing it into line with the main criteria SMO -Social Media Optimization.

Number of impressions: 125677

As you know, all work in Social Media Marketing is based on the proposal and generation of valuable content for the user, which can be text, photos or videos. Different social networks favor different types of content. And if we certainly associate YouTube with videos, Twitter with text messages, and Pinterest and Instagram with photos, then Facebook and VKontakte, for example, give everything away at once.

Choosing a venue SMM-campaign, of course, depends on your goals and the audience you need to work with. However, in most cases, it is advisable to use not one, but several tools at once to attract the target’s attention. In other words, it is recommended to establish a system of complementary actions in different social networks, which will ultimately form into an effective SMM strategy.

Rules and tips for SMM marketing for dummies

So, here are 30 tips and rules for working with social media (SMM marketing), which are designed to help attract audience attention to your brand. Some of them may seem obvious to some, but this is a kind of list of necessary actions that can strengthen your online presence in a leading position.

Twitter
1. Try to increase the number of subscribers. The more there are, the better for you.
2. Attract bloggers from your niche using servicesTweepi.com or Twellow.com . This will help you find the most influential microblog authors.
3. Regularly and systematically post links to posts by bloggers who are considered experts in your field.
4. If you share a link to interesting information, be sure to give it a short description.
5. Share the content of influential Twitter users and notify them about it, including their nickname (Oleg Ivanov) in the message.
6. Automate some processes on Twitter using the service

Good day, colleagues!

With you is Alexander K., creator of the “Out-of-System Arbitrageur” project. Today we will talk about SMM marketing and how to use it wisely.

SMMmarketing, akaSocial Media Marketing- This is one of the types of advertising that uses various social media. In particular, these could be social networks, blogs or other resources used by a large number of people.

It is worth understanding that SMM marketing is an extremely broad concept, but this article will discuss its practical use for promoting various products on the Internet. In particular, you will learn which social platforms and how you can advertise, how to effectively run a public page on a social network or a YouTube channel, what word of mouth is and how to use it, how to blog and much more.

First of all, I would like to note that Social Media Marketing differs from other types of advertising not only in the formal divisions into the platforms used, but also in the approaches that should be used. This is, first of all, SOCIAL marketing, and you need to take into account how society will react to it, how a specific proposal will be discussed, whether it will be shared with friends, etc.

What platforms can be used for SMM marketing?

Social platforms are any resources where people have the opportunity to communicate, share various content, etc.

The most popular of them:

In contact with;
Facebook;
Twitter;
Instagram;
YouTube;
Classmates;
And others…

2 ways to make money on social advertising!

If you decide to promote a project on social media, you have two development paths. Each of them is good in some way, and it is impossible to say which is better. It all depends on your preferences. So here are the options:

Information project. This may include individual blogs or informational thematic public pages. They are created and advertised in order to subsequently make money from the sale of the same advertising. For example, they first spend 10,000 rubles to attract subscribers to the group, after which they start selling advertising in it for 200 rubles per post (the numbers are taken as an example).

Direct product promotion. To do this, you don’t even have to create a public page; you just need to buy advertising in an existing one. You directly promote a product, in most cases through an affiliate program. This could be a product, financial services, etc. Read more about making money on affiliate programs in the article

The first option of SMM marketing is more stable. You should invest once in promoting your group, page or channel, after which it will generate a stable income that does not require constant investments (in addition to the salary of the admin).

The second one is more promising in terms of quick profits, because once you find a profitable model for draining traffic, you will be able to purchase it in almost unlimited quantities. The article linked above describes this in detail, I recommend reading it.

Thus, the SMM marketing market can be divided into 2 categories: owners of information publics and advertisers.

Advertising group: what is it and how to run it?

If we talk about publics on social networks, they can be divided into 2 categories, similar to how the ways of earning money were divided above: advertising and informational publics. The latter are created solely to sell advertising and make money from it. The former have as their goal the direct promotion of a specific product, and as a rule they do not sell locally, they only purchase.

A trading public where you can promote brokers through an affiliate program
Group dedicated to loans (PP banks are also advertised)
Public – online store;
Official group of a company;
A public page dedicated to a specific brand, product or several products (can belong to both a store and a webmaster working under an affiliate program).

Advertising publics can be used both by the companies themselves and by webmasters working under an affiliate program. For the most part, the rules for their promotion are similar, but further work with PP will be taken as a basis, because Most of our readers are affiliate traders.

How to work with advertising publics?

So, here are the basic rules for working with such publics:

When promoting, pay great attention to the target audience(age of your customers, gender, geography). For example, if you work in the direction of trading, you do not need to purchase in groups where more than 30-40% are people under 18 years of age. The same applies to predominantly men's or women's products. The target audience is extremely important in any business!

Regularly create unique content for people in the group (there should be a minimum of 4 posts per day), otherwise subscribers will quickly unsubscribe from you, they will not be interested in your public.

The content in your group should be: motivating, as well as interesting for users. The more competently you combine this, the more effective the advertising will be. It is not recommended to use so-called “Advertising” in advertising groups, i.e. marketing that doesn't interest people. Make the group interesting - and then the level of customer loyalty will increase.

Make it possible to leave a question to group representatives, personal communication increases audience loyalty and creates an additional connection to your project.

If you work under an affiliate program, it is recommended to use several brands for promotion, and not just one. People love to choose, and they are much more willing to buy if they have at least the illusion of choice. Just find several similar products and let people choose one of them. In any case, you will receive a partner reward, either from one company or from another.

Open the comment option, and encourage people to discuss a particular product or issue. SMM marketing is not just standard advertising, but working with a wide audience, directing their thoughts in the right direction. A group with good activity always looks much more interesting than the rest.

There is no need to chase additional profit and place third-party advertising in an advertising project, especially from competitors. By doing this you will only create a big disadvantage for yourself, because... clients will go to others.

In addition to text and pictures, use video content, people react to it very well. So, you can publish various thematic videos or GIF animations.

Be sure to create a corporate identity for the group, i.e. templates for all pictures, as well as a public avatar. This will make the public more official in the eyes of visitors and increase the degree of trust.

Use all possible tools for promotion that one or another social network offers. For example, if we talk about VKontakte, there are a number of things that not everyone uses: the “Products” block, the ability to leave a message to the community or post a post through “Suggest news”. All this, although not by much, will increase the efficiency of the project, and therefore potential income.

An advertising public is an excellent addition to a website, or an independent resource. In social networks, it is much more effective to promote a group rather than a website directly, because she looks much more natural. In addition, people are much more willing to communicate and share news on social networks rather than on websites, and this can also be used.

Viral marketing or word of mouth: free advertising!

The word of mouth effect is one of the key advantages of SMM marketing, one might even say its distinctive feature. So, for example, if you buy a banner placement on a website, you only get clicks on it, and nothing more. If you launch an advertising campaign on social networks, you can count on the fact that people will discuss it, increasing its effectiveness and distributing it to the masses.

Thus, word of mouth is a way of spreading information from person to person, without the direct participation of the advertiser. This concept existed even before the advent of the Internet, when people simply discussed this or that event among themselves. Now it has become even more pronounced, because... Social networks have every opportunity to transmit any kind of information:

Reposting posts;
Discuss them through private messages;
Comments on posts;
etc.

But you should immediately understand: not every advertising campaign causes the effect of word of mouth. People will not discuss any post they see and will not repost it. Information is disseminated only if it is interesting in the eyes of people, or motivates it to be transmitted in other ways.

So, now I will list the key options for how you can use word of mouth (viral marketing) on social networks:

Promotions with drawings. An extremely popular trend now is to hold drawings for various prizes among those who reposted a certain post. It looks something like this:

“A random subscriber of our community who reposts this post will receive 5,000 rubles...”

Prizes can be either small or quite significant, depending on the number of participants

and the duration of the promotion. As a result, you receive many reposts of an advertising post, which spreads spontaneously throughout the social network. It works something like this:

The subscriber makes a repost - a friend of the subscriber reads the post on the first one’s wall, subscribes and also reposts - each other’s subscriber does the same - etc.

Although objectively speaking, it is worth noting that this method is already beginning to become obsolete. Of course, it can, and even should, be used, but it does not cause such a “bomb” reaction as at first. This is because there are quite a lot of similar posts, and they continue to be distributed mainly by those who have at least once won such a competition.

Promotion with a guaranteed prize or bonus. Not such a common method, but it does happen. This is the same call to repost for a certain “bun”, only this time there is no drawing, everyone receives prizes. As a rule, this is some kind of discount on the services of the company that organizes the promotion, or some interesting addition.

For example:

10% discount on massage services;
Additional 10 min. to complete the quest room;
Possibility to get 3 seats for 2 tickets;
Addition to trading strategy.

Viral non-advertising post. There is a category of posts on social networks that generates a huge number of likes and shares. Of course, these posts are not advertising; at best, they indirectly promote something. However, the very fact of such a large number of reposts will have a beneficial effect on the group; interested users will join it. Also keep in mind that this method, unlike the previous ones, does not require costs, as is the case with sweepstakes.

What kind of viral recordings are these? As a rule, they call for at least a “Like” mark, putting pressure on something psychologically important for a person. Eg:

Like if you respect veterans (along with a photo of a war veteran);
How many likes does... (some famous person) deserve?
Which is better: “white” or “red” (any 2 comparisons, football teams, cars, etc.). 1 – like, 2 – repost.
Any other posts that require likes and reposts.

It’s better, of course, not to use the standard schemes described above, but to come up with something new. Then it will get more reposts.

Prophecy records. Something like “Repost, or you won’t be happy for 10 years.” The method, in my opinion, is not very successful and does not evoke a positive reaction from people. In addition, a public page with such posts will look extremely frivolous. Some people use this approach, but I wouldn't recommend it.

Funny catchy photos. People love humor, especially if there is some unusual photo involved. You won't get a lot of shares using standard jokes or "memes", but if you come up with something new, it can get a good reaction. Again, as in the case of non-advertising viral posts, you will not be able to place direct advertising, but regular use of this method will give you an additional stream of visitors.

Helpful information. Creating posts like this will not only give you additional subscribers, but will also emphasize the seriousness of the project. This way, you can create truly useful content for the masses.

Something like:

How to get tax benefits from the state?
10 useful life hacks;
A selection of psychological techniques for communicating with superiors.

This information should be, firstly, useful, and secondly, difficult to remember in its entirety. After or even at the beginning of the text, you will offer to save it on your wall so as not to lose it. Such posts will attract attention both in your group and on the walls of subscribers.

Political news. People love to discuss politics, and often repost various political news written in interesting language. In addition, they willingly discuss them in the comments. If the topic of your public allows you to publish political news, do it regularly.

Creative ideas. The list of possible viral content is not exhaustive; you can always come up with something of your own and “gather the cream” on this method before it starts to be used everywhere. After all, in the end, someone came up with everything that was described above. Constantly talk about this topic, think about what approach can bring a large number of shares, and test the ideas that come to you.

In essence, viral marketing is an inexpensive, and sometimes even free, way to attract an unlimited amount of traffic. The main thing is that the idea spreads across the social network, and the post is reposted not only by your subscribers, but also by the subscribers’ friends, their friends, etc. Of course, sooner or later someone will simply copy the text of your post and post it on their public page, but before this happens, you will attract people to you as a pioneer.

How to develop your own YouTube channel?

YouTube is also a good platform for SMM marketing, and it should not be ignored at all. Today it is actively gaining popularity both among bloggers and among viewers. This is because YouTube is gradually replacing television. Now only older people remain more conservative and watch TV, while young people for the most part go online. Hence the huge number of new channels of various directions appearing literally every day.

There are two ways to use YouTube for Smm marketing:

Purchasing advertising through this platform (banners that pop up while watching a video, promotional videos with or without skippability, etc.);
Creation and development of your own channel.

With the first method, everything should be more or less clear: you create advertising content and pay for its placement through the YouTube service. You can pay for impressions, clicks, views, etc.

In the second case, everything is much more complicated. It’s not enough to create ordinary advertising material and place it, no one will just look at it. You need to create content that is truly interesting for the user, and subsequently try to “close” the viewer to the necessary actions.

Of course, as is the case with groups on social networks, the YouTube channel can be used in 2 ways in SMM marketing: to make money from advertising, or to promote a product, your own or through an affiliate program. Below we will mainly talk about the second method.

Possible formats for commercial channels:

Trader channel (strategies, video hands, online trading, etc., with the promotion of any brokers, signal services, etc.);
Channel with product reviews (in the description you put affiliate links to the store);
Information channel on the topic of loans, with links to relevant organizations.

How to work with a YouTube channel?

In general, there may be more formats, depending on your chosen field of activity. Our team began to actively explore YouTube in terms of SMM marketing relatively recently, about a year ago, so even we still don’t know much. However, we have already managed to find out something, and then there will be a number of tips for promoting a commercial channel:

Optimize your video title and description for search queries to attract search traffic. Many video bloggers don’t do this, which means your video can rank well just because it’s well optimized.

Be sure to add tags when uploading videos. This will allow you to find the video in the “similar videos” section. The potential traffic is no less than search traffic; on YouTube, people often, after watching one video, start watching another, from “Similar”.

Make sure that the title image (splash screen) is bright and eye-catching. The splash screen is what the user sees before he/she has opened the video for viewing, which means it determines how often the video will be clicked on.

To emphasize the seriousness of your project, order a high-quality video preview, and insert it into all videos at the very beginning. The preview should not be too long, 2-3 seconds will be enough.

The number of views received in the first days after the publication of a video directly affects the position of the video in search results, as well as the frequency of its appearance in “Related Videos”. Therefore, if you have other visited resources, or, for example, a mailing list, be sure to announce the video. This will immediately give you a certain number of views and increase the position of the video on YouTube.

YouTube is a social platform, which means that the “word of mouth” effect has not been canceled. The main principle here is for your video to spread across the Internet – its unusualness, non-standardity. Surprise people with your creativity and your views will increase exponentially!

Use all the features of YouTube to promote your product: Video annotations, hints, voice or text must announce that the link to the product of interest is in the description. People for the most part will not pay attention to a small link under the video unless you tell them directly about it.

Encourage people to subscribe to the channel and put “Like”, even if you don’t plan to make money from it. This increases the position of the video on YouTube, and all videos of your channel in general.

If you have a website, be sure to include links to it in each video., and you can also post these videos on the site. This will increase the degree of loyalty to the search engine resource, because they will see that unique video content is being created for the site. It is also possible to link a channel to a specific resource directly on YouTube, then it will be possible to put links to it in the video itself, and not just in the description.

Order advertising for your channel from popular bloggers, many of them take a “commercial break” before the start of each of their videos.

Pay attention to the appearance of your channel. Avatar, design, video blocks - this is very important. The more colorful the channel looks, the more people will subscribe to it and visit it regularly.

I recommend posting new videos regularly, at least once a week. Then subscribers will receive notifications about new videos, visit your channel more often and watch videos.

A good addition to the YouTube channel would be a public page, or even several on social networks. In it you can publish the same videos, as well as other advertising content. This way, 2 or more resources will be developed simultaneously.

Before creating a channel, study the creativity of your competitors. Everyone has their own “tricks”, and it would be useful for you to learn about them. Of course, you shouldn’t copy the concept of someone else’s project 100%; you need to study several of the most successful competitors, understand their strengths, add something of your own and start developing your own channel.

If you want to live “happily ever after” on YouTube, pay attention to copyrights. You should not upload videos to which you do not own the rights, this will lead to warnings, restrictions, and then a complete blocking of your channel.

So, these were the main recommendations for developing a commercial channel on YouTube in SMM marketing. Also, if you are seriously thinking about doing this, I recommend studying the information on YouTube itself, there is a lot of interesting information there about various services, opportunities, promotion strategies, etc. You will learn everything else in practice!

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SMM marketing for blogging!

Although the topic of our portal is traffic arbitrage, within the framework of this topic you cannot skip the rules for running your own blog. In most cases, the ultimate goal is to sell advertising, but sometimes blogs are also used to work with affiliate programs. For example, a trader’s blog, where his results, strategies, signals, etc. are published, with affiliate links to brokers. This is a very effective strategy for promoting Forex offers.

So, a blog is a specific resource (site, public page, page, channel) on which a specific person or a specific team of people is represented. The publication of material comes directly from a specific person, and not from the mysterious “we”. A blogger expresses his personal opinion on a particular issue, and is also a brand himself. There is a certain difference in promoting a blog and promoting a regular information site. Thus, bloggers mostly use SMM marketing, communicate more closely with the audience, and often cause the “word of mouth” effect.

Publish new material regularly. In principle, this can be said about any information resource involved in SMM marketing, but for a blog it is of paramount importance. If you stop publishing new content for at least a week, subscribers will simply stop reading you, and it will take a long time for you to attract them back. The more often new original content from you appears, the better.

Don't go overboard with advertising. Advertising, of course, is the goal of any blog, but there is no need to abuse it. If half of all posts are advertising, no one will read such a blog. I can’t say the exact number, it’s individual for each blog. Imagine yourself in the place of the readers, and think about what saturation will be optimal.

Remember that bloggers are often criticized for the advertising they publish. So, for example, if you started actively promoting some kind of financial pyramid, then when it falls apart, you will lose the loyalty of your audience. Think about this when choosing a product to promote.

Communicate with people not only through articles and videos, but also directly, through personal messages, through comments. People love attention, and if you give it to them, your blog will gain additional loyalty.

Organize competitions regularly related to reposts of your posts, likes, comments, and other activity indicators. This has already been mentioned earlier in the “Word of Mouth” section.

Try not to copy other people's content. An exception may be various news, but otherwise all material must be unique; this is the main principle of any blog.

You can negotiate with other bloggers working in your or another niche about mutual PR. Those. you publish an announcement of their activities, and your partner – yours. This way you can get additional subscribers without spending money on advertising.

Publish interesting, viral content, so that they not only watch it, but also share it with friends. This is how most blogs develop, spread throughout the Internet.

Despite word of mouth, do not forget about standard advertising. It is necessary for any project, at least in the initial stages. You must be willing to invest money in development, otherwise the process will be extremely slow.

Analyze your competitors, what they do on their blogs, and also try to come up with something new, a unique approach that no one is using. The main principle of any business is “Look at what others do, do better!”

As I mentioned a little earlier, a blog can be maintained for two purposes: for the subsequent sale of advertising or for working under an affiliate program. The first option is calmer and more stable, the second is more promising in terms of income.

Cases for smm marketing!

Next there will be several links to the best cases from our subscribers who use SMM marketing. The case represents the specific experience of a person who worked according to this scheme. In each publication you will find:

Statistics on costs and income;
Description of the SMM marketing scheme used;
Examples of advertisements;
Some recommendations for use.

I do not recommend copying the case 100%, because... there are many unaccounted factors, including the time that has passed since the case was written. But you can take it as a basis, then add your own ideas, test it and put it into production.

We regularly publish new cases, with different traffic sources and for different offers. You can follow the updates at

With the help of an affiliate network, you can choose a product to promote.

Why is a company's image important?

The image of the project in the eyes of the consumer is always important, but it has the greatest effect when using SMM marketing. On social networks, information spreads very quickly, you just need to start a wave... and negative information spreads even faster.

In other words, if any company discredits itself in any way, it will quickly lose the trust of people. If its creators buy standard advertising (through banners, for example, or Yandex.Direct), their reputation will certainly decrease, but not that much, and not that quickly.

At the same time, if the company earns positive customer ratings, this information also spreads quite quickly, and you get increased operational efficiency.

Thus, the following important rules should be noted:

Try not to do anything that might cause a negative reaction among the general consumer population.
Communicate with people respectfully so that after cooperation they have only pleasant impressions.
Encourage those who are most supportive of you to leave reviews and share information about your company with friends.

A well-executed policy of working with clients can cause a good reaction on social networks and in personal communication between people, which means you will emphasize your high image and attract additional clientele.

TOP 8 secrets of SMM marketing!

To conclude, some of the secrets of promoting a project using social methods or SMMmarketing. All this is the personal experience of our team of arbitrators. So, here are the subtleties:

Combination with mailing. Having your own website, you can easily start collecting a mailing list by simply placing a corresponding page, or better yet, a sliding banner on the side. Subsequently, you will be able to send advertising letters, announcements of new material, videos, etc. to the received e-mail addresses. The mailing list will be an excellent addition to the main resource, as well as another retaining factor for readers, tying them to your project.

A bomb scheme for promoting videos using mailing lists. Continuing the topic of mailing, we can’t help but touch on an excellent video promotion scheme. As many people know, you cannot insert a video into an email, but you can do the following:

Take a screenshot of the video screensaver so that the video icon is displayed in the center;
Upload this screenshot into an email;
Place a link to the photo leading to the video viewing page.

Thus, for the reader of your letter, this screen looks like a full-fledged video, and he is likely to click on it, after which he will go to your website, group or channel. Click-through statistics with this approach are sometimes 10-15 times higher than with standard emails. You get a large number of clicks to the site, as well as additional video views.

If your group on social networks has stopped producing the same results and is barely breaking even, try changing the design.

Sometimes this helps to regain some of the former popularity for a while. Although this method is not a panacea. If the public has “burnt out”, it’s time to think about creating another project or radically changing the format of the old one. Regularly conduct surveys like “What is our group missing?”

“What would you like to see on our project?” Firstly, it increases audience loyalty, because... people like it when their opinions are listened to. Secondly, sometimes we receive quite good ideas that we can try to implement. Give people the opportunity to independently participate in the life of the project.

So, for example, you can make it possible to leave posts in a group through “Suggest news”, and if the post is worthwhile, without third-party advertising and interesting, publish it. Again, this will increase audience loyalty + diversify your content. If readers have the opportunity to write you a message, ask a question and receive an answer, this will increase the effectiveness of promotion (if you work with affiliate programs), as well as the degree of loyalty to the project. Personal communication always works only as a plus in SMM marketing. Even if a person writes to you once a month, the very fact of the existence of such an opportunity elevates your project in his eyes compared to others.

Use cross promotion. For example, combinations like “Group + site”, or even “Site + group + channel” work well. Some people find it more convenient to study information on a website, others in a public page, others watch videos. If you make all this possible, you will have an order of magnitude more readers. In addition, you will receive several visited resources at once without additional costs, instead of just one.

If you have several projects, blogs or websites, try to find common ground for them, and promote together. Those. publish announcements of the second in one, the third in the second, etc. Again, as with the previous point, this will add more traffic to you at no additional cost.

Conclusion!

So, today you learned about SMM marketing and its varieties. As you can see, this concept is extremely broad and includes many areas. If you learn to effectively use at least one of its sides, you can make good money from it.

Let's sum up the final results:

Smm marketing is a set of advertising methods using social media and everything connected with them.
The platform for posting social advertising is mostly social networks, including YouTube.
One of the key features of SMM marketing is the “word of mouth” effect, in which information spreads on its own, without your participation. Achieving it is difficult, but still quite possible.
When working with social advertising, you need to pay more attention to your readers, communicate with them, create activity, and encourage them to share information.
You can use SMM marketing both for the subsequent sale of advertising on your resource, and for promoting a specific product through an affiliate program.

Successful arbitration and more profitable connections!

Best regards, Alexander K.

1. Understanding the company's objectives. First of all, it is necessary to understand whatresults are expected from you, over what period of time and by what criteria success will be assessed.Read more about the goals and evaluation criteria . When goals and objectives are formed, start searching for working promotion strategies and tools.

2. Knowing the target audience. It is important to clearly describe the target audience. A detailed portrait of the client, understanding his motives and desires are the basis of SMM. You can determine the portrait of the target buyer using Yandex Metrics, Google Analytics and community statistics in social media. networks. The first two tools provide a comprehensive description, but the use of Yandex Metrics and Google Analytics is only possible if you have a website. The last method is suitable for those who have a group “not created yesterday” and have already accumulated relevant statistics.

3. Choice of social networks. The basics of SMM include a competent determination of the platform for promotion. How to choose a social network? A way for the lazy: compare the portrait of the target client with the characteristics of the audience of each social network and choose the most suitable one. There are published studies on the Internet that will help with this.Hardcoreway: launch communities and advertising in key social networks. networks and gradually select the most effective sites.

4. Competitor analysis. The basics of SMM also include competitor analysis. Find popular communities on your chosen topic. Analyze the design and content of the group, the frequency of posts, highlight popular types of content, and see how the administration works with comments. Competitor analysis is a chance to borrow successful experiences and create an improved promotion strategy.

5. Understanding the promotion strategy. You already know four important ones SMM basics, but the fifth one will be key on today's list. Promoting a community on social networks always pursues some kind of business goal. Clear understanding goals, knowledge of your target audience, vision of the content plan, clear communication model, as well as a comprehensive understanding of the implementation of the assigned tasks that's the point SMM strategies.

6. Understanding content marketing. I advise you to carefully review the previous basics of SMM in order to master this point. Understanding how content marketing works requires a clear knowledge of the target audience. Competitor analysis will help determine the type of popular content, optimal publication time, topic and format of posts. When forming a Social Media Marketing content plan, the strategy acts as a kind of filter. Publish only what is consistent with the company’s goals and is interesting to the target audience. will help you with this. Discard the rest. These are the simple basics of SMM, there is nothing complicated here.

7. Constant correction and improvement. Over time, you come to understand what gives the desired result and what does not. At this stage, adjustments to the strategy and refinement of the content plan are needed. Use effective tools, techniques and techniques for promotion in social media. networks and discard those that do not work.

These are the basics of SMM. I hope the article turned out to be useful and interesting. Ask questions, leave comments and subscribe to my blog.

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