Smo promotion on social networks. SMM marketing for blogging! Choosing a platform for advertising on social networks

Today, in the form of a review, we will tell you how to organize promotion on social networks, which platform to choose for promotion and how to prepare content.

Is your target audience on social networks?

IN in social networks sitting different people- with average income and good income, from large cities and small ones settlements, young and old. Famous artists, Youtube bloggers, ordinary residents and even politicians have their own pages on social networks. According to a study by sociologists from the Levada Center, more than a third of Russians - 37% of respondents - access social networks every day. And more than half of Russians are active users of social networks.

There is any target audience on social networks - young mothers who will be interested in children's things and toys, directors of large companies who are interested in business trainings, busy people, who often use cleaning services and home delivery of food. The main thing is to be able to correctly search for your target audience and work with it.

Materials that will help you better understand the topic:

Selecting channels for SMM promotion

Instagram

The main feature of the social network is the emphasis on the visual component, that is, on photography. It pays little attention to the text, so without high-quality images or at least bright pictures from the Internet, promotion will be difficult.

The main feature of the audience of the social network Instagram is that more than 79% of it are women. There is no exact data on age, 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, comparatively easy setup advertising, simple promotion using 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 promotion from scratch difficult.

Instagram is suitable for promoting products and services that can be sold “with the eyes”: that is, those that can be beautifully depicted. Clothing stores, flower and food delivery services, various souvenirs and handmade goods are popular here. Services are promoted less well, but with the right approach you can sell them too. For example, Instagram often offers business and other types of consultations.

In contact with

On VKontakte, according to statistics, more than half of registered users are women. 37% of active authors are users age group 25-34 years old. A 25.7% active users- people aged 18 to 25 years. That is, more than half of the audience are solvent users.

On VKontakte too Special attention is paid to the visual component, as in other social networks. There are no particular difficulties in promoting public pages, groups and communities - it’s enough to publish a unique interesting content and use standard methods 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 offer that kind of flexibility.

Pros: high audience coverage, a large number of targeting settings, normal organic reach, the ability to invite users in a group.

Minuses: high competition, prohibition for users to invite themselves to groups and meetings, very strict moderation.

In terms of promotion, VKontakte is good for everything that cannot be sold by several 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 pages.

Pros: coverage among a solvent audience, virality of interesting content - if someone rates your post, all the friends and subscribers of the person who put “Class” will see it.

Odnoklassniki often promotes complex products, for example, the construction of houses, comprehensive examinations in medical centers and other expensive 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 - private services: for example, plumbing companies, car services, craftsmen.

Facebook

The main Facebook audience is solvent people: 37% of active authors are aged 25-34 years, 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 declares itself as a general 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 areas of business. It sells B2B products, that is, business-to-business services, and promotes a personal brand. The social network itself gives examples of successful promotion of restaurant and telecommunications brands, gaming, sports, automotive, financial, and educational sectors.

Pros: great amount advertising settings, wide functionality for promotion, good coverage of foreign target audience.

Minuses: reduced organic reach and complex interface.

You should select promotion channels - one or several social networks - depending on the specifics of your company and the product being promoted. In most cases large companies they create accounts on all social networks, and small businesses only need one well-chosen platform. For example, services for delivering bouquets to your home are often published on Instagram. A medical clinics find their audience on Facebook, Odnoklassniki and Vkontakte.

We launch promotion on social networks

We will talk about promotion according to a clear structure: first - about design, then - about content, promotion and tracking performance. You could write a book about each of these points: we will try to talk about the most important things.

On VKontakte

Publish interesting content: product reviews, guides, user reviews. If you don't have any ideas for posts, look through your competitors' communities - perhaps you can learn something useful from their content plan. Try to alternate entertaining and selling posts - this tactic on social networks gives good results. A content plan should be drawn up only based on a needs analysis target audience and the specifics of your business - there can be no universal recommendations here. You can also add products - both to the group and to your personal page.

Even pictures have their own audience

Promote your group personal account or public you can different ways. The social network itself offers to set up targeted advertising and advertising in other public pages. Targeted advertising will be shown to users when visiting VKontakte, in the left column, and on third-party sites. And public advertising is in the community that you choose.

Performance analysis can be carried out directly in VK. U personal pages, groups and publics there is a “Statistics” section. It shows user coverage - the number of people who saw posts on the group wall or in news feed, as well as characteristics of the target audience. You can also view statistics for each post, and in the future not publish posts that get few views and likes.

On Instagram

Designing an Instagram profile also requires attention. Firstly, Instagram is a social network that evaluates first of all visual effect. Therefore, it is worth taking care high-quality photos. Secondly, do it - one of the few places where you can leave 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 to so that you can 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 analysis - the social network shows the number of subscribers, including growth, and the main characteristics of the target audience. This is less than other social networks. Therefore, advanced SMM managers often use third party services, collecting more complete statistics.

Articles to dive into the topic:

In Odnoklassniki

Afterwards, think about the design of the community. Please note that Odnoklassniki is often populated by older people. Tell us in the description what you offer, put an attractive photo on the main page and choose a suitable cover.

An example of a group header with a cover decorated with cartoon characters

When publishing posts, pay special attention to the text. Sometimes ordinary statuses of people or groups receive thousands of likes and comments. Jokes, anecdotes, and comments on a political topic often become viral posts. But be careful - “hype” does not always help promote a group.

Example of a post in a group offering flower delivery services

Statistics in Odnoklassniki show coverage, activity, what types of content are popular and many other parameters - everything you need for primary analysis. Statistics are in the group, in a separate menu. To properly promote your community, analyze engagement and types of content that subscribers like most.

An example of group statistics in Odnoklassniki

Hello, my dear readers! Rimma Belyakina is with you. On the pages of the blog site we talk about remote work and the opportunities it provides. Internet technologies are no longer even the future, they are the confident present.

More prudent and enterprising businessmen began to think about introducing business into the Internet space and attracting consumers to their goods or services on social networks.

Are you thinking about this too? Looking for ways to sell your product? Then you definitely need to know what SMM is and how it works. This is what we will look at in more detail in this article. We will also talk about what problems can be solved using SMM, its advantages and how to learn SMM promotion.

A lot has been written about the role of social networks in our lives. And if we put everything together, we would probably get a pretty big ledger, some kind of treatise on how 70-80% of all humanity spend their second, parallel to the real, virtual life in them.

And if we associate social networks with life, albeit virtual, we mean, if not all, then many important aspects this very life: hobbies and entertainment, education and work, shopping and selling. That is, everything that we previously had only in real life, has now smoothly migrated to the virtual one.

SMM: deciphering the abbreviation and analyzing the essence

What does SMM mean? It is also called social marketing or online marketing. This concept came into use from in English(“Social Media Marketing” literally means “marketing on social networks”) and is the process of attracting interest to any Internet resource through social platforms.

In other words, this is a mechanism for attracting traffic, that is, a flow of visitors (aka potential consumers), to a brand, service or product through social networks.

To put it even simpler: you are a businessman (real or fictitious), want to do business on the Internet, choose a social platform for this, go there with your product, determine your target audience and in every possible way offer her your product.

And if you want to succeed in online entrepreneurship, you definitely need to be present on a social platform, take part in communicating with users of this social network and selecting interesting, useful and constantly changing content on the topic of your product so that interest in it does not disappear. This is the whole “salt”, it is the essence of SMM promotion.

SMM management tasks

It is clear that SMM is not done by itself; there is a person behind this process. He is called differently: SMM specialist, SMM manager, SMM specialist, Internet marketer. The essence does not change, and the tasks are the same in any case:

Determine your target audience and study their interests.
Conduct a niche analysis: on which platform is it better to promote the brand, in what ways and tools.
To achieve an increase in the number of audiences through a set of activities, which includes advertising, promotions, competitions, and sweepstakes.
Work on creating the company’s image: conduct a PR campaign, monitor feedback, eliminate negativity.
Monitor the promotion process: analysis of statistics and dynamics.

I have listed only the main tasks of SMM management, but, as you understand, this is not the entire list, since each company pursues its own interests and sets its own goals.

SMM in action: stages of promotion

SMM promotion is not an easy job, carried out in several stages:

Choosing a site for your target audience. Why might this be important? Because there are quite a lot of social networks now, and each has its own contingent. Accordingly, their interests are different.
Placement of a communication platform. Having decided on a social network, it is important to think about where the audience will gather for communication. What could it be? A specially created group, or community, or public, or your account. The main thing is not this, but that this platform is constantly working, giving the audience “bread and circuses”, i.e. the content it needs. And this is the next stage.
Content creation and posting. It should not only be interesting and useful, but also viral, that is, one that is liked and shared. To quickly promote your public, you need to invest money and run advertising.
Making a profit or monetizing the project. The most difficult and ambiguous stage, because the main goal of the SMM manager is to ensure that the bulk of subscribers are transferred to the customer’s website and become consumers. Here, whoever is lucky. Known different cases monetization is both successful and exactly the opposite: you can achieve good earnings and on a group with a number of subscribers of 3 – 5 thousand, and you can get “mere pennies” from groups of “hundred thousanders”.

Here, perhaps, it would be useful to recall the development of the right strategy and tactics for successful implementation project. And also that in every business, in addition to the plan, you need your own mechanisms and tools.

SMM tools

This paragraph of the article will be the shortest, because I have already written about Internet marketing tools and do not want to repeat myself. You can read about this in my previous article about. By the way, you can watch a video there detailed analysis everyone SMM tools and find out how it all works.

I also advise you to refer to another of my earlier articles “”, where you can learn a lot useful information and even life hacks on this topic. Don't be lazy to do this. After all, your success will depend on how effectively you use SMM tools.

Pros and cons of SMM

Any industry has its pros and cons, and before starting any business, you need to weigh the pros and cons. Let's now look at what priorities social marketing gives and whether it is worth doing it at all.

So, here are the benefits that social marketing gurus highlight:

Demand. The demand for the services of SMM specialists is steadily growing.
Freelance work. Having understood IT technologies and mastered SMM mechanisms, you will be able not to “sweat” in the office. Many people prefer to work from home.
Creative path. An opportunity to show all your hidden talents.
Huge audience potential clients: After all, social networks have millions of users.
Minimum costs at the start and high payback after promotion.
Solid reward for quality services promotion. The minimum cost of one SMM project is from 30,000 rubles.

What about the downsides? I would prefer to call them difficulties that will have to be encountered in the course of work. And first of all this:

Selection of content that favorably illustrates the promoted product. It takes a rich imagination, which is common to few, and a considerable amount of time to find required material and arrange it.
Working with advertising. Most likely, it won’t be possible without investments. You will have to spend money on advertising the product, and you will still need to learn how to do it.
Competition. Business is firmly moving to the Internet. This is where competition comes in.

How to become an SMM specialist?

Since the specialty in question would most correctly be characterized not as narrowly focused, but rather as broad-profile, a lot of knowledge and skills that an SMM specialist must have are required.

What knowledge and skills should an SMM specialist have?

It is clear that he must know the basics of marketing first, but also:

understand information technology,
know media automation tools and be able to use them,
know the features of community management,
have analytical skills,
understand and be able to use targeted and other types of advertising,
have communication skills,
be able to establish contacts and interest,
be creative: be able to create exciting viral content,
be able to develop and put into practice strategies to attract audiences from social networks to the customer’s website.

Self-organization and self-discipline are important qualities. If a specialist needs a kick from his boss, then he is a bad specialist. However, excessive initiative is also unnecessary. As you know, it can be “punishable.” Here it is important to “find a middle ground” so as not to “burn out.”

Where can you learn this?

Social marketing can be learned in specialized online schools or courses, of which there are plenty on the Internet. In a separate article we have compiled a selection and review for you best courses according to SMM.

Of these, we can highlight the TOP 3 best:

Course from the ConvertMonster project.
Three-month course “SMM Manager” from the online university Netology.
“SMM Manager” course from the Geekbrains portal and Mail.ru company.

Apparently, there are options, there are many of them, because progress does not stand still. Those who want to study science can only “roll up their sleeves” and get down to business. Well, when you “grind your teeth on this granite,” you will, in the same way and without difficulty, find something you like in the online space, since this business is modern, relevant, and profitable.

Let's sum it up

So, we looked at what SMM is. I tried to present the material as simply as possible. I hope it was clear.

Summarizing all of the above, we can draw a simple conclusion: SMM is in trend today. It's difficult but effective method managing trade turnover and relationships in the network. This is a varied and promising job that will suit energetic, pragmatic, people who keep up with the times.

In the next article we will look at the profession of an SMM manager in more detail. Stay tuned.

I would like to believe and know that the article was useful and helped in some way. One way or another, I look forward to your feedback, comments, and suggestions. Let's discuss. For now - bye. And see you again.

01/20/10 68K

Users of Internet resources have not yet had time to comprehend and get used to what Web 2.0 means, when two more new names arose, which are a direct result of the development of this Web 2.0.

Not many people differentiate between SMO and SMM; for most, it’s the same thing. At the same time, the question of dividing these concepts into various definitions is quite controversial. You can put it this way: SMO is a certain part of SMM.

Laboratory Word of mouth Radio– a recognized expert on social networks, these two terms are conditionally separated for the purpose of greater understanding on the topic of achieving successful promotion on social networks.

According to experts, SMO (Social media optimization)– this is public media optimization or optimization for social media.

SMO is not a social media job. The work is carried out on a personal website. The work consists of preparing the site for the appearance of users from various social networks.
SMO is the work with content posted on your website. In order to make it interesting and friendly for users from various social networks, and to make them regular visitors and encourage them to attract friends and acquaintances to the site by giving them a link to the site
SMO is the transformation of your own website in order to optimally comply with the technical mechanisms used in social networks and the relevance (appropriateness) of the content located on it for all groups of users who visit the site.
SMO is about creating an atmosphere of sincerity and friendliness on the site, which should be combined with colorful illustrations and video materials. All this should attract and meet a loyal audience from social networks. They can be posts High Quality, which will cause the user an irresistible desire to add the resource to his bookmarks.
SMO is the user-friendliness of a site, which starts with a convenient and understandable interface and usability for anyone, and ends with friendliness in terms of permissions, selected fonts and readable content.
SMO is a built infrastructure of your own website, the presence of outgoing channels and the ability to easily and quickly export content. This is necessary so that the user can easily transfer selected content to a social network, blogosphere, social bookmarks and PPC aggregators. This provides the opportunity to subscribe to the PPC on the site, add the site to bookmarks, iGoogle and Yandex feed, or simply subscribe to the e-mail newsletter. This is the presence of buttons for posting news messages and announcements in automatic mode social media. This is providing the opportunity for users to create gadgets (applications) on their website and website gadgets on user blogs.
SMO represents a reduction in care maximum size- this is when the user does not want to go to subsequent pages of the site and leaves the one he came to. This can be achieved by creating a vivid list of the most the best materials and announcements by placing it in the most visible place, providing easy for the user transition through them. You can also call for this.
SMO is an opportunity to open opportunities for the exchange of opinions on your website, regularly and actively supporting discussions, protecting against spam, tagging, supporting and thanking the best commentators.

According to the definition of the same experts, SMM (Social media marketing) is social media marketing or marketing in social media.

SMM is not work on your own website. SMM consists of working on websites belonging to other Web 2.0 sites or specially created ones of your own, in any of the social networks, on forums and blogs, in any of the places where Internet users communicate, as well as on instant messaging services.
SMM is a set of activities aimed at promoting a website, various products and services offered in any social network. And attracting interested users from social networks to the main website.
SMM is intended to unobtrusively place or encourage placement in social resources, forums and blogs on relevant topics, links to sections of your site or the site itself.
SMM serves as a tool for delivering interesting information to the user about the product contained on the main site, which she is interested in, with reviews about it from other users and the indispensable support for the exchange of opinions that has arisen.
SMM provides for the presence of bright, loud, provocative headlines aimed at awakening the user’s interest and desire to familiarize themselves with the material.
SMM is aimed at merging and uniting with the audience. This audience does not want advertising about goods and services. She doesn't want to see a non-promoter, but she wants an expert. She needs communication! And in exchange for attention, I’m ready to listen to a series of useful tips and recommendations that are authoritative, reliable and verified.

Article based on materials: laboratories Word of mouth

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 - SMM basics. You can determine the portrait of the target buyer using Yandex Metrics, Google Analytics and community statistics on 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. Last method 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 the 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 the key one 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 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 popular content, optimal time publications, topics 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. This simple basics SMM, there is nothing complicated here.

7. Constant correction and improvement. Over time you come to understand what gives desired result, and what 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.

See you.

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At the same time, the share of television and radio in the media market is gradually declining, not to mention printed publications. People now increasingly prefer to receive information on the Internet and social networks. The transition from “traditional” media to “electronic” is a trend of the 21st century. The main reason is that on the Internet a person can choose the information he will watch: for example, in a news feed, he can select only those news that are interesting to him and read them whenever he wants. In television there is no such choice: willy-nilly, viewers are forced to watch what is shown to them. When it comes to advertising, on the Internet users can decide whether they will watch one or another ads or not: if the user wants to watch the video, he will click the banner, if not, he will not. On television, advertising comes in an endless stream, and people are simply tired of it. That is why SMM promotion is one of the most relevant and promising areas in modern commerce and will remain so for a very long time.

What tasks do we set for ourselves?

In the article “Social networks for business” I already touched on the topic of promoting a company on social networks. Let me remind you that I wrote there that the most important question The question you need to answer is what do you want to get from social media: direct sales or loyalty to your brand? You need to understand that not every product can be promoted through social networks. For example, equipment for repairing tractors or diagnosing combines is unlikely to be advertised on the social media market. You also need to clearly understand what average bill at your service. The newest trend is that products or services with a large average bill (50,000 - 200,000 rubles) are now promoted by creating a loyal audience around the project. But not everything is as simple as it might seem. Your project must really stand out from the rest and provide invaluable benefits to people so that people see the results of your work.

Let's say that we have finally decided what we will sell through our project. Let it be the services of a fitness trainer in St. Petersburg. What's next?

We create thematic and near-thematic groups

Why two groups and not one? Everything is very simple! Promoting a fitness trainer group costs significantly more than a group dedicated, for example, to the city of St. Petersburg. And subscribers of the group about St. Petersburg can become our customers! Therefore, the first thing we do is promote the project about St. Petersburg. And then, through the group about St. Petersburg, we begin to promote our main fitness project.

We often use this promotion model for our clients. First, a group is created women's theme and then – an online store for this audience. It was this model that was implemented in . Thanks to her, he now receives 60,000 rubles. net profit.

It must be said that when this approach Much greater profits are also possible: it all depends on the amount of investment that the company is willing to make in promotion at the initial stage. If it is 10,000 rubles, then you cannot count on excess profits. If the budget is serious, then the profit indicators will be corresponding.

If you need more detailed advice, you can ask a question in the section or write to me personal message on VKontakte.

Deadlines for SMM promotion (lead typology)

When you work with live traffic, you need to understand that a new lead (subscriber) of your group has a period of warm, cooling and cold states. This is what these periods are about.

"Warm" lead– this is the period when a person has just subscribed to news from your group. This is the most important stage in SMM promotion. After a person has subscribed to your group and spent the first 15 minutes in it, he should definitely want to return to it again. This can only be achieved through permanent job over the content. It is from “warm” leads that 80% of sales are made.

"Cooling" lead– the period when a person begins to lose interest in your group. He enters her less and less often. Depending on the topic of the group, the transition from a “warm” lead to a “cooling” one takes from one day to several months. “Cooling down” subscribers bring in 20% of sales.

"Cold" lead – a period when a subscriber has not been visiting your group for a long time and is not interested in its development. IN large projects such users tend to prevail.

On what platforms should you promote your resource?

Of course, on the most popular ones! Today the following platforms are used for SMM promotion:

If you contact a company and they tell you that they can promote you absolutely anywhere, this is the first sign that this company is engaged in “gray” promotion methods that will turn out to be not only ineffective, but even harmful for your brand. Working with social media promotion specialists, I came to the conclusion that 99% of experts worked only in highly specialized areas, one might say niches. It is physically impossible to know the subtleties and nuances of all existing this moment social networks. For example, our company works with two social networks: VKontakte and Facebook and promotes websites in search engines Yandex and Google.

SMM promotion: do it yourself or work with professionals?

To get a comprehensive answer to this question, I advise you to read the article. In it, I told you which promotion methods should be used and which ones should not. I can immediately say that if you decide to promote your project on social networks yourself, be prepared for the fact that quite large sum You will spend money on experiments. As a rule, it is from 50,000 to 100,000 rubles. – it all depends on the ability to work with a “live” audience. And only after that you will find the first opportunity to make money. I would recommend working with professionals, because this approach will save your budget and organize your work more efficiently.

If you have any questions regarding promotion on social networks, I will be happy to answer them in our section. You can also leave me