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How to promote a blog on social networks. SMM promotion on social networks

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

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

There is a growing number of users who come to social networks not for communication, but for information, as well as businessmen who understand that social media is an effective marketing channel. If you want to promote a project through social networks, then get 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:

Uniqueness. The information you post should be relevant and engaging. Do not copy materials from other resources. The exception is cross-posting between a company’s blog and its page on a social network.
Regularity. Articles should be published systematically. Two, three, four or seven times a week - depends on the specifics of the business and its target audience. So, for people from the business environment, two or three updates will be enough, but for the beauty community this is clearly not enough. It is necessary to adhere to the chosen content strategy regardless of the number of subscribers.
Virality. Publications should be lively, evoking an emotional response in the form of a burning desire to tell friends about them. Avoid overtly promotional posts.

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

"VKontakte"- 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 in 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 others 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. Firstly, it is necessary to analyze target audience brand. Secondly, make an ad.

Advertising in communities

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

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

Professional promotion in social media

This refers to services that provide paid services on promotion on social networks. As a rule, they independently create high-quality content, launch a targeting mechanism and negotiate advertising in communities. These include Plibber. Why conditional? Because the capabilities of this service are much wider.

register;
decide on the format of work on the site (you can advertise your brand yourself or contact the Plibber team to organize a shocking advertising campaign);
prepare an advertising post;
select the most suitable sites from the target audience and begin sowing.

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

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

Oleg Ratunin

General manager and the 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

Social Media Marketing (SMM) is a set of works to promote a business by attracting additional traffic or attention from potential buyers to the brand, the company, its products and services using social networks on the Internet.

Due to the implementation of a new policy by search engines, their trust in those sites that have groups on social networks is much higher. Accordingly, this brings them to better positions in the search.

How does this work?

What will promotion on social networks give?

It will increase brand awareness and increase the number of sales of services and goods.
It will help the company analyze consumer opinions about the products (works) offered, as well as find the target audience according to the necessary criteria.
Ability to maintain active feedback with customers.
Timely provision of information about promotions, possible changes, discounts, etc.
Increasing the site's reputation. Due to SMM promotion, its position in search engines ah, they are improving significantly.

VKontakte is one of the most popular Russian social media with about 30 million active users. Initially, it was created for communication between friends and acquaintances.

Today, almost everyone has their own profile on this social network, so it is potentially profitable and in demand. trading platform with a high probability of finding the target audience. The VKontakte group is convenient for posting posts and conducting various surveys. Its main task is considered not just to attract new visitors, but to turn them into regular users of its resource. This promotion strategy allows you to choose a contingent specifically based on your topic, which further contributes to increasing the popularity of your brand.

Instagram

Why you should promote yourself on Instagram:

People use this network literally on the go with the help of modern mobile gadgets.
The core audience is young people aged 18 to 29 years.
In terms of gender, women dominate.
57% of owners check their account at least once a day, and 35% of users do this several times a day.
Visual content is perceived by people many times faster than textual content.

It is also worth remembering that effective promotion Instagram account is a daily and constant work with photos and their descriptions, thematic hashtags, increasing the audience and likes. And thanks to the reviews left on the post in the comments, potential customers will trust the brand more, which can attract additional traffic to your website and have a positive impact on the purchase of a product or service. Various competitions and sweepstakes are also actively practiced here, which increases the number of people interested in purchasing products. Therefore, advertising on Instagram is an excellent promotion tool.

As you know, Facebook is one of the five most visited websites in the world. Promotion of an organization in this network will not only in an efficient way attracting potential clients on your own website, but also a good opportunity to find new business partners. Most of the users here are adults with higher education and a stable level of earnings, in contrast to the young audience of VKontakte. Therefore, by choosing Facebook, you create ideal conditions for yourself to develop and popularize your business. Promotion of groups (pages) will help to significantly increase the number of visitors to your site and expand the geographic reach of consumers.

Prices for promotion on social networks

The cost of website promotion on social networks will depend on the type and volume of work performed, as well as the competitiveness of the topic. When signing an agreement to create and promote a group on the VKontakte or Odnoklassniki networks, significant discounts are provided on prices for work on the second and subsequent groups.

More detailed information can always be obtained from our qualified managers.

You probably also have a lot of friend requests on Facebook from “Wedding Photographer Natalya”, “China Therapist Ivanov” and “Evgeniy Profnastil”. Or (even worse) “Sandwich Restaurant” or “Old Hag Clinic”. Tell me, do you accept them? So I don't. I understand that people came to the social network to sell their services. But in most cases, it seems that people heard a ringing, but do not know where it is. They may even have chosen the right channel for promotion, but they haven’t learned how to work with it.

Once again having received a friend request from Victor Repair, I decided to write a short guide for those who independently decided to promote their professional services on social networks.

Tip number 0: You can't make a first impression twice.

Therefore, before you become friends with everyone, design the page properly, maintain it for some time, make it interesting. Stop constantly reposting from your website or your company’s website. If your page is empty, was created just yesterday, or is filled only with reposts from some sites or pages, no one will subscribe to it, because there is a chance that you are a robot. Or a person, but you are not interesting to read in any case. And, accordingly, there is no need to keep them as friends.

If you want to promote your professional services yourself, create your content and behave accordingly, pay attention to your page. Without work, you yourself know, nothing will work out.

1. Use your real first and last name

Nobody wants to keep the incomprehensible “Andrey” as a friend luxury real estate" If you are truly rooted in this work and are sure that you will be a realtor for the rest of your days, then use your real name. People are more likely to add as a friend the unknown Andrei Ivanov, who enthusiastically writes about real estate in their city, than the faceless “Andrei elite real estate” with a photo of a house instead of an avatar and constantly reposting from different real estate sites.

2. Tell stories

Everyone is interested in looking behind the veil of secrecy about professional tricks. Otherwise, the “How It Works” format on The Village would not be so popular. If you really don’t know where to start, read these columns by anonymous experts - get an idea of what people are interested in reading about.

But the most important exercise is to remember what you talk about with your non-professional friends in your industry, what you can laugh about together. For example, if you are a dentist, talk about the funny behavior of your clients (well, they really act very funny sometimes!). Of course, everything should be as anonymous and kind as possible, and ideally even with some kind of morality - like, don’t take your children for a walk in Africa.

3. Share your experience

Surely, you have been in this profession for so long that you have whole list obvious tips and tricks that no one ever does. For example, if you are a financial advisor, you know that you need to have an emergency reserve amounting to 3-6 months of expenses. But, to put it mildly, not everyone knows this.

Tell us, model the situation, again, using the example of your clients and real cases, illustrate what this leads to. Sometimes people don't realize they have a real problem with something until they see the real consequences. Based on your many years of experience, you can talk about these consequences and give advice. Plus, this is another way to prove to your followers that you are an expert and worth spending money on.

4. Don't skimp on good photos

By looking at your avatar (and the page in general), a stranger should understand that you are a professional. A good portrait photographer will help you create this impression. Professional photography It’s not that expensive, but the effect is permanent.

Take a photo set of 8-10 photographs that are different from each other at once, so that you can change them from time to time and use them in other resources - for example, in the media.

By the way, if you suddenly get your hands on a photo from some professional get-together, post it in the news with a note that “Here, I told you about new trends in N on the M forum.” Show your subscribers that you are part of a professional community.

5. Write simply

No need for abstruse wording. Remember that your readers are mostly people who do not understand your topic. Therefore, write your posts on social networks in the same language in which you communicate with the client when he asks stupid questions.

6. Make it possible to subscribe to your page

VKontakte and Facebook have the ability to subscribe to a page for non-friends. That is, a person may be embarrassed to knock on your friend’s door, but he is interested in what you write. In this case, a subscription is required.

7. Chat with subscribers in the comments

If you wrote an interesting post and your subscribers bombarded you with questions, take the time to answer their questions, give advice, and clarify unclear points.

People need to see you real person, not a bot.

There are, of course, a number of moral and ethical restrictions here - that, for example, it is impossible to make a diagnosis using a social network. But I hope you know about such subtle aspects of your profession.

However, you don’t need to immediately sell your services in the comments. If you can give free advice, with the help of which a subscriber can independently solve his problem, give him this advice - this will only strengthen the level of potential loyalty.

8. Have your own opinion

Everyone in the industry periodically experiences a fashion for something: black furniture and brick walls, rhinestones in teeth, Chinese toilets - you never know. You probably also know about this, and you have some kind of personal and professional relationship to it. You can clearly state your opinion (this will be especially popular if you criticize this fashion trend).

For example, you are a dentist and you think that rhinestones are good only on perfectly white teeth, and in other cases they only emphasize the yellowish tint of the enamel. Or that it is unsafe for teeth and not entirely hygienic (for example). Your opinion may be based on your practice, a recent patient, or something else. But a reasoned opinion from a professional is always interesting to read.

9. Don’t write about things you don’t understand.

Those topics that online trolls can happily savor are taboo for you. You are too busy to discuss the cost of Peskov’s watch and the political consequences of an invasion of some little-known country (unless you are a watchmaker and a political strategist, respectively).

10. Be yourself

You can write not only about work - it is also important to remain a person.

You can post photos of bouquets sent by satisfied patients or colleagues, share jokes and professional humor, tell a little about your life, your time studying and becoming a professional. Then it will seem to your subscribers that they have known you for a thousand years, and it will be easier for them to trust you to perform the service.

11. Don't spam

If you have some kind of super service and you want to talk about it, write about it in your own words. Something like “Hurray 🙂 Finally we can talk about it. My colleagues from Clinic X and I have finally launched service N. It’s something like... and it solves the problem with... In our city, no one is doing it yet, although in the USA almost everyone is already practicing it. In general, if you’re interested, I’ll be happy to tell you and show you everything.”. Agree, this is much more pleasant to read than “Clinic X is pleased to offer you a full range of services for N. High-quality work, a professional approach to their work - this is what unites the professionals of Clinic X!”.

12. You are not a company

Firstly, everyone is very annoyed by company accounts that are added as friends. Everyone understands that they will spam. A separate page should be created for the company, and if you want, put a link in your profile that you work for this company. The link will be active, and by working on your personal page, you will thus draw attention to the employer brand. In other cases, you will only benefit from the fact that you are a professional who is passionate about your business, and not an impersonal company profile.

13. If possible, make a portfolio

Of course, this works for those professions where you can show results. Designers can show photos of interiors they designed. Builders - photos of built houses. If you decorate the premises with balloons, this can also be shown.

Photos must be beautiful and high quality! Remember - everything on your page should speak about professionalism and a serious approach to business.

And most importantly, add a few words from yourself, write what you felt and what difficulties you encountered while working on the project, what the client wanted, where were your personal suggestions. This always helps to build personal relationships with subscribers who are not yet very interested.

But, still, if you have such an opportunity, it is better to hire a professional who understands something about managing social networks, the technical and reputational aspects of personal pages. If your budget is very limited, then hire such a person at least at the very beginning - to design the page. It doesn’t cost that much, and the result is not immediate, but guaranteed.

I want you to promise me that you will NEVER create such mediocre pages as those of the so-called “Victor Repair”, okay? They do not solve the problems of potential clients, they do not captivate, but most importantly, they do not bring any financial or reputational results to Victor himself.

Hello, dear readers of the blog site. Today I want to talk about such a channel website and business promotion, like social networks. The topic is very relevant and gaining increasing popularity. A little earlier, I wrote an article where I listed and compared all those available on at the moment(including social networks). After that, I published a general article on and began to have a specific conversation about.

In a nutshell, you need any possible ways get a target audience that will be ready to accept and possibly purchase the services or products you are promoting. Another question who benefits from advertising on social networks And is this method suitable for everyone?

Which website is suitable for promotion on social networks?

I recently published an article about modern, where I said that it is pointless to start promoting a website without preparing it for this action. On social networks, the situation is exactly the same. Not every website or business project can be promoted through this channel. Let's see which website (business) is suitable for promotion on social networks and what characteristics it should have.

I think that we will further develop this topic in subsequent publications. Don't switch.

Good luck to you! See you soon on the pages of the blog site

Defining the goal

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

Goals could be:

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

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

Choosing a social network

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

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

And VKontakte:

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

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

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

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

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

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

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

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

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

SMM promotion methods

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

White methods

Targeted advertising

Competitions

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

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

SEO

SEO should also be applied in social networks, where the description of communities and pages should also indicate keywords, both for searching on the social network itself and for search engines. SEO will not be the main method of promotion, but it may well give additional subscribers. Please note that for many commercial requests there is a VKontakte group in the TOP.

Interaction with users

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

Gray methods

Cheating with bots or cheating with offers

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

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

Spam in comments or private messages

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

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

Massfollowing

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

Black methods

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

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