Types of promotion in social networks. Promoting the company on social networks

Social networks allow you to instantly share important information with millions of users. And today business is actively using this opportunity. But promotion on social networks does not always lead to the desired results in the form of growth in the client base or customer loyalty. This is because users, having registered in several social networks, prefer to consume content, as a rule, in one of them - their favorite one. Therefore, when promoting a product on the Internet, you need to know which social network or social networks your target audience prefers, and when developing an advertising strategy, focus on it.

Target audience segmentation is becoming increasingly narrow. Today, standard data on demographics, education and income are supplemented by data on preference for one or another social network. Let’s look at how the target audience of popular social networks differs.

Promotion on the popular social network Facebook

Audience

According to official Facebook data, 2.13 billion users visit the site every month. It is most actively used by people aged 25 to 34 years.

Here is the most advanced audience: public figures, entrepreneurs of large companies, IT specialists. There are many designers, architects, advertisers, and representatives of creative professions on the site. The Facebook audience is active, passionate about business and culture, ready to express opinions on current issues and look for business contacts. Promotion of information products or B2B websites is effective here.

What to post?

Facebook Business demonstrates examples of successful promotion of various businesses.

These are gaming, automotive, sports, educational, restaurant and other areas of company activity.

Promotion on the social network “VKontakte”

VKontakte offers businesses innovations that contribute to website promotion. These are dozens of applications that allow you to automate processes for administrators and make the community more comfortable for users. A complete catalog of official and approved applications can be found. These are true assistants in promotion if you know well who your audience is and what they need.

Audience

Schoolchildren, students, freelancers, young professionals. According to Brand Analytics, 61% of the social network’s audience are users between 18 and 34 years old. Here they communicate, listen to music and share photos, subscribe to communities. Online stores, driving schools, service centers, banks, travel agencies, fitness centers, medical centers, training companies and websites are chosen for promotion on VKontakte.

What to post?

VKontakte is a platform for entertainment and communication. The social network is interested in the user receiving everything that interests him without leaving it, so he expands the functionality with the help of applications. Now on VKontakte you can conduct video broadcasts, create a showcase of goods, and pay for purchases.

Most of the content on VKontakte is produced by communities. They post posts: humor, interesting facts, compilations, etc. On VKontakte, the audience has fun, and to increase engagement it is better to use polls and viral content.

Promoting a website or product on the social network Instagram

Audience

Beauty salons, tattoo studios, art workshops, cafes and restaurants, photographers are active on Instagram. According to Brand Analytics, 77% of the audience here are women. Therefore, the interests include news about celebrities, children, fashion. Instagram has accounts of popular people whose lives users like to follow. At the same time, more than 700 million active users log into Instagram every month, with about 8 million from business accounts.

What to post?

Instagram users love creating content because it’s simple: take a photo on your phone, edit it, post it and wait for likes. It's easy to turn your personal profile into a business account. Instagram itself helps to do this.

Instagram is developing and adding new features: live broadcasts, including joint ones, the stories format in which you can post both photos and videos, add a poll or link. The length of the videos has also increased - up to a minute. Users not only watch, but also read and actively comment on posts.

Instagram is good for posting content that allows users to express their point of view. But we must not forget that this is, first of all, a visual social network. Therefore, first of all, you need to pay attention to the visual design of posts: they must be in the same style and contain exclusively unique photographs of the brand. Stock content is unacceptable!

How to effectively promote a website on YouTube

Audience

70% of YouTube traffic comes from mobile views. On average, a user spends 40 minutes watching a video. Any brand that has something to tell and show its audience can promote its website on YouTube. The site is in great demand among companies involved in training.

What to post?

Don't be afraid to make long videos if they are useful and informative. Their effectiveness will be even higher than that of short videos that cannot fully cover the topic. Videos can be helpful, but they are not required. Entertaining, viral videos on YouTube can also attract a large audience. The picture, sound, light and editing must be of high quality so that users do not want to turn off the video.

We evaluate the effectiveness of the selected social network

You can analyze the results of promotion in social networks using Yandex.Metrics and Google Analytics. Detailed assessments and useful metrics are available in the services and applications Brandwatch, Socialbakers, KUKU.io, Buzzsumo. They will talk about the activity and involvement of subscribers. If you devote enough time to promoting your business and generating good content, then you won’t have to wait long. You can evaluate the success of promotion in social networks already in the third month of work. Very quickly, an interested user will turn from just a content consumer into a buyer.

When is promotion most effective?

The best time to post will vary for each brand and type of content. We recommend checking your account using the Popsters service - this will help you calculate the optimal time for you.

It took radio 38 years to reach 50 million people, television 13. Facebook reached 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.

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 acquainted with four effective ways of 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:

1. 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.
2. 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.
3. 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.

"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 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

The Internet these days covers all areas of human life. Somewhere in highly developed countries, absolutely everything is based on it, and this accelerates the development of the economy, and society as a whole. In underdeveloped countries, less attention is paid to the Internet and this cannot be said to have a beneficial effect. But in any case, it’s already quite difficult to live without the World Wide Web.

Of course, business, being a dynamic and very sensitive field of activity, could not stay away from social networks and their widespread use. Partial or even complete (in some areas) transition of business to social networks is obvious throughout the world in general and in Russia in particular. Commerce is expanding both in the capital and in the provinces. Business promotion on social networks is noticeable everywhere. Khabarovsk, for example, is a clear illustration of success. Businessmen of this city in the Far East are actively working in this Internet structure and making good profits.

Education

This work shows the most important directions for the formation, preservation and development of corporate accounts, lists the most common mistakes and considers a logically clear strategy. These are not just proven recommendations, but practical techniques that you can simply take and use. The reader will easily understand what paces and goals to set and how to implement possible ways to solve them.

The book fully describes the intricacies of strengthening your business on the three most famous social networks. Ermolova N. gives interesting and very successful cases. She is one of the most successful specialists in the development and promotion of various corporate microblogs and popular accounts. Today she has approximately 50 thousand readers on social networks.

Business and social networks

It should be noted that for business, social networks are a large audience for the sale of manufactured goods or all kinds of services. There are hundreds of millions of interested users who may well be clients of businessmen or at least have the opportunity to find out about the availability of a new company or its products, and then word of mouth will work. Therefore, promoting a business through social networks is now very important.

Distributing products on social networks is a promising direction for a significant number of companies at different levels - both international corporations, national holdings, individual entities, and small local firms. This method of developing and advertising a modern business is also effective because the financial costs of an advertising campaign, unlike other methods of business promotion, are relatively low, sometimes they may be completely absent.

Sales growth as a promotion goal

How can promoting goods and services on the Internet help? Among the existing leading goals that will ensure effective business promotion on social networks is increasing the sales volume of the company’s various products. Within the framework of such a promotion strategy, the most effective method of development will be large-scale advertising campaigns in social networks, widespread specific goods and services. Here it is not even so important to purposefully promote your own account or community of interests - network users who follow advertising links can then go directly to the official website and make purchases there or search for the necessary information.

Business development

Changing the position of a new brand, a certain product or service will be the next goal of promotion. This is an essential step in promoting a business on social networks. The work here proceeds in other ways. The best option is to create a specialized page or an entire community and increase the number of subscribers (participants). In particular, we are talking about the implementation of competitions that push to increase the volume of reposts of posts, invite friends to the community, and so on.

Business stabilization

Promoting a business on social networks is a complex phenomenon. It’s not enough to appear on the Internet; you also need to gain a foothold in this market. It is necessary to strengthen customer loyalty to the company. This is the most difficult task, the solution of which requires systematic and carefully planned activities. Here you will need well-designed accounts (communities), regular publication of the latest news, timely response to complaints and questions from community members, and the ability to optimally resolve acute situations. Of course, this activity requires a special, competent employee of the company. For large organizations - even a number of similar employees, an entire marketing department specializing in social networks. As a rule, this is an SMM manager. Promoting a business on social networks will largely be in his hands.

With all this, the presence of a direct dialogue between the consumer and a representative of the business itself is always a clear competitive advantage over other companies. It is necessary to approve the SMM strategy.

A little theory about SMM

Seeing modern Social Media Marketing as just a method of mass, annoying notifications (spam) and reviews is not only not relevant today, but mostly completely ineffective. Users want to see beautiful, informative, interesting advertising, not spam. Nowadays, SMM business promotion on social networks is one of the main ways to show your business to potential clients. In some areas of commerce, SMM promotion is the most effective way to build a brand. Materials from the last year show that 85% of modern users have an account on at least one social network. This suggests that with the help of SMM you can effectively develop relationships with your audience.

Serious experts in the field of Internet marketing suggest that the leading objectives of any commercial promotion are as follows:

• interest a potential client in your business proposal;
• make him a buyer who will come back again;
• win his loyalty;
• get new clients who appeared on the advice of this buyer.

In order to get such a result from word of mouth and increase the number of clients based on recommendations, you need a clear SMM strategy and good quality. Promoting a business on social networks, no matter how trivial it may sound, will mainly go through high-quality goods and services that the buyer will not be ashamed to show and recommend to their friends. SMM promotion will be effective only in this case.

In contact with

VKontakte (vk.com) is one of the largest social networks, leading in RuNet in terms of the number of active users. The number of accounts reaches almost 300 million, of which approximately 60 million are active participants. Mostly the age of users is 17-35 years. The main problem for business in this network is that it covers a relatively large percentage of people with a low level of financial solvency (secondary and high school students, the unemployed).

1. Targeted commercial advertising (display of advertisements designed for certain categories of the target Internet audience) with a certain cost per click or per impression.
2. Creation of public Internet pages or communities for the development of the sale of goods and services.
3. Placing various items in well-known mass thematic or general communities free of charge or with payment.
4. The appearance of advertising in thematic or general applications and interesting games.

The optimal material for increasing the interest of users of the VKontakte social network will be a fascinating, thematic, beautiful picture with a short description of the community’s products.

Facebook

Facebook (facebook.com) is a large global social network, another one of the best social networks for business promotion. It has less than 1.5 billion registered users, 50% of them constantly show significant activity, the volume of the Russian-speaking segment is about 10 million. On Facebook, and this is its difference from the social network VKontakte, there are mainly users of average and even high social status, middle age (from 25 to 45 years), the proportion of insolvent users is minimal. Prominent businessmen and popular politicians have their own accounts on the social network Facebook.

Leading options for distributing goods and various services on Facebook:

1. Registration and distribution of your data from public Internet pages.
2. Widespread advertising on well-known thematic Internet pages.

Business development on Facebook is suitable for those goods and services that are aimed at professional, educated people. The social network is also suitable for distributing various conferences, scientific and commercial seminars, business trainings, and various general information sites.

Classmates

Odnoklassniki (ok.ru) is the very first social network that managed to become popular in RuNet. Nowadays, its popularity has decreased slightly, however, even now there are approximately 200 million registered users, a little more than 45 million visit the social network daily. Promoting a business on social networks will not be possible without Odnoklassniki. The main difference here is that among the users there are a lot of adult participants, even of retirement age. The average age of users here is the highest (unlike other Russian social networks) and reaches 25-50 years. Moreover, some of the Russian-speaking network users are emigrants permanently residing abroad.

The most optimal options for spreading your business on Odnoklassniki:

1. Targeted commercial advertising.
2. Advertising in applications and games.
3. Formation of thematic groups.
4. Advertising in other people's well-known thematic or local social groups.

The optimal advertising content for distributing the products of a particular company in Odnoklassniki will be an interesting story of a fun or socially significant type, incidentally advertising your own brand. The spread of business in Odnoklassniki is aimed at the most simple, ordinary people, mainly the elderly, it is also possible for goods and services suitable for the widest audience, popular media sites.

Twitter

The potential for business spread in this network is much less. At the same time, if necessary, you can create a hashtag for your brand and distribute it through advertising in popular accounts with a huge number of subscribers.

This simple way of spreading a business is optimal for almost any Internet project. It is in this network that the role of the SMM manager is enormous. Promoting business on the Twitter social network will be his responsibility.

Instagram

Instagram (instagram.com) is a social network that has become widespread as a platform for publishing photos and short (up to about 15 seconds) videos. The social network has gained maximum popularity among young people. Business promotion on social networks on Instagram can be used to spread your brand by posting any thematic pictures and videos on your account and purchasing such publications in the most popular thematic accounts.

To spread on Instagram you need high-quality, impressive, humorous, interesting pictures and videos. When posting, it is possible to use hashtags, just like on Twitter.

Spreading your business on Instagram is perfect for growing the popularity of youth product brands.

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