How to promote your products to the market. Such different and effective ways to promote a product on the Internet

And their implementation. All other functions play a supporting role, accelerating or even slowing down commerce. Production and trade are constantly changing in pace, forms, methods, and so on. In particular, the promotion of goods and services on the Internet has changed greatly.

Internet and trade

The World Wide Web greatly changed the world order. The space has shrunk significantly. Large amounts of information are instantly moved to any point globe, changing the situation in the economy, politics, personal life. Of course, the Internet has had a major impact on trade. Data about goods and services can be transmitted from your home, distributed to many people at once, transferred to interested customers, neutralized a large number of barriers in the form of borders, financial and tax regulations, differences in laws, and so on.

Online trading is developing at a very active pace. This is evidenced by statistics, where the share increases from year to year. New data is constantly becoming more and more impressive.

Trading via the Internet has become quite profitable, so many people have appeared engaged in different trading methods, and a lot of ways to promote goods on the Internet have appeared. Today, products are sold via the Internet, bought, resold, engaged in dropshipping (trading without a warehouse) or simply advertising, receiving a percentage of sales.

Methodology

It is necessary to develop the company brand for successful implementation goods. It is also necessary to develop methods for promoting goods on the Internet. For marketing, promotion is a method of activity that is aimed at increasing sales performance through specific communicative stimulation of buyers, contractors, partners and employees. Promotion develops the following goals: increasing demand for a product or service among customers and developing a positive attitude towards the company. Product promotion implements such significant functions as:

• attractive form of the enterprise, positive image: status, innovation, low cost and high quality of goods;
• the ability to distribute product data, including its characteristics, to wholesale buyers and ordinary customers;
• existence of a need for a product (service);
• activation of all participants in the product sales chain;
• restructuring the process of habitual perception of products;
• dissemination of information about the reliability of the company;
• distribution of expensive goods.

A trade development complex is a generalization of marketing capabilities and techniques that make it possible to provide data about a businessman’s products to end consumers. Such a set of actions is formed from various methods of product promotion, including on the Internet.

Uncrate

Uncrate is, first and foremost, a product control site with loyal support. Here it is much easier to promote goods and services on the Internet. Active Uncrate users not only tend to look at interesting products, they also enjoy purchasing them. Promotion of products on the Uncrate platform can help increase sales and provide new ways to publish your information in periodicals.

But selling through Uncrate is not that easy. Officially, there is no selection process, but informally one requirement remains the same: the product must be of high quality. Uncrate decides to talk about individual companies, but the rest need to call, inform, and also send product samples.

Directed trading

Targeted marketing, also known as word of mouth, exists as an analogue of the oldest methods of promoting a new product on the Internet. Such marketing combines everything that may require other people to tell their friends about the product, leading to recognition and trade. Nowadays, the Internet can be used, which makes such marketing have an even greater impact on sales. The World Wide Web makes it possible not only to connect a larger number of users, but also makes it easier for people eager to take content from a company, while allowing owners to track trading results.

Bloggers

The most difficult stage of starting a trade is promoting a product on the Internet in the absence of consumers. If you don't have your own customer base, you need to either pay to increase traffic to your own site or poach other people's customers until your own audience is created. Help from bloggers is a great way to turn your products into prestigious and marketable products. You can find famous bloggers and order an article or review about a product from them. If they have a large audience that relies on the blogger's opinion, this will help activate the site and increase sales.

Advertising on social news sites

Quite a lot of businessmen do not even try to work with advertising on existing social news sites, although such methods can be very effective system promoting goods via the Internet. Even the most passive advertising networks sometimes they are very profitable, because their cost is lower, and they offer a lot of ways to express themselves.

Try to advertise on the social news site you use to promote your own products. You can order a paid publication on a website similar in topic to your business. Use the platform to discuss your products and announce discounts. The most important thing is that your publication is combined with other materials of the subforum. In other words, you should not publish advertisements for new cosmetics on a car forum or in a group of bikers on a social network.

Pop-Up Shop

A pop-up store is another way to operate and promote products online. If your business distributes products online, you don't need to maintain a retail store to leverage the benefits of brick-and-mortar sales. Use another option - you can make a temporary store. Most likely, there is an empty space nearby (in a city, region, industry - depending on your capabilities), the owners of which will willingly allow you to work for a week or even two or three days.

The operation of a temporary store will give the owner the opportunity to loudly advertise his products, appear in local media, take advantage of seasonal trading, sell the previous collection and learn much more about his consumers by talking with them personally. You just need to emphasize that the store is temporary, sending customers to the online platform and actively distributing your own printed products.

Blog

Blogging is a great way to activate your store and promote products online. An effective blog will be a good way to attract customers to your site and build an image associated with your product. It may also arouse the interest of the media and bloggers who decide to write about the new company.

Instagram Features

Instagram has around 400 million regular users, so having a post or business page on this social network is a great way to promote your products online. At least 50% of the content that appears on Instagram every day is business content. Each brand can post various information about their products in this network, which outwardly do not seem to be commercial products.

There are a number of effective ways to work with Instagram to grow your store. You can inform subscribers about the qualities of your products, publish individual pictures showing your products in practice, hold competitions or work with the owners of popular Instagram profiles by inviting them to advertise your product.

YouTube

Now YouTube is ranked by regular search engines like Google and similar ones. This allows business owners to take advantage of great opportunities to promote products online.

You can develop your own business by publishing interesting and useful videos on your own channel. Many consumers may have already tried to find your product or brand on YouTube. And using a branded channel with video content, you will control all the material.

Vine

These days, Vine no longer looks like such a trendy platform, however, the social network continues to be used frequently. In previous years, it had approximately two hundred million users. This original network allows smartphone owners and businessmen to publish and view short videos. Brands are offered a large number of opportunities for promotion own goods and services.

In particular, you can publish videos about your own products, hold competitions, or attract consumers in other ways. Or you can reach out to popular Vine users and see if they can promote your products for a while. The cost of advertising depends on the number of subscribers and the popularity of the account owner.

Competitions

A competition is an easy and relatively inexpensive method to boost product promotion on the Internet. You give away your products and services with the confidence that the right type of consumer is participating in this exciting competition: potential buyers.

However, you still need to take into account that a number of competitions do not live up to the hopes placed on them, and the money is wasted. There are several mistakes that you should avoid when holding competitions with the goal of business development. First, you need to understand that the platform, time, information and actions that potential clients need to implement to participate in the competition must be thought out in detail.

So, products almost never sell themselves on their own. Fortunately, there are a huge number of ways to boost your sales online. Use the one that seems most effective to you and take action.

Low-budget marketing... Every business owner's dream. And it would be even “dreamer” - if at the same time the recognition of the company (product) would grow exponentially... and the sales curve would bend steeper and steeper every day...

But the reality is that marketing budgets ( advertising, PR - highlight what is necessary) are laid out using methods known only to the “layout designer” himself ( read - marketer, advertiser...) laws... And, with rare exceptions, they are a weak reflection of the reality and the company’s need for contacts with the target audience.

They say that the real professionalism of a marketer lies in bringing a company (product) to the market without a budget... Well, or with the minimum necessary cash injections.

I don’t know how true or controversial this statement is - I can’t imagine Coca-Cola, Mars and Adidas in the market without budgets... but still. The fact remains, and the realities of the market are such that not everyone has the budget to pay for “multi-layered” advertising campaigns. In addition, due to the still prevailing mentality of Russian business owners, who are skeptical and distrustful of their own marketing services, small and medium-sized businesses are not yet ready to part with money for advertising and other marketing communications ( because there is no clear understanding of “how will all this come back to us...”).

So, what low-budget ways do you use to market a company or product?

I can offer you tools that I have used quite often in my practice, which have been tested by the market and have shown their effectiveness, and which have helped me out more than once.

1. Barter. Many people don't like this word. Especially in accounting departments. I don’t really like it myself. But I must admit that such a cooperation scheme is quite common in the Russian business segment, even among large and respected players (for example, such as Rosinter). Of course, if you have something to offer your potential partner. And, obviously, the value of your offer for your partner should be no less than what you expect (ask) from him.

2. Exhibitions. Yes, your industry exhibitions are a good reason to promote yourself in your own market among your partners and target audience. And no, you don’t have to buy an expensive place and set up a stand. Be more creative - push the boundaries of your imagination. There are many other ways to introduce yourself at the exhibition, distribute your contacts and collect the ones you need.

Carefully study the proposal of the exhibition organizer, the site where the exhibition will be held - look for opportunities for a low-budget “performance”.

This could be simply placement in the exhibition catalog, posting on the website, renting 2-3 square meters at the entrance to the exhibition, placing a girl/boy with the distribution of samples (or just some “goodies”-useful things with your contacts), investing in a package participant, organization of a photographer with instant printing of photographs against a press-wall background with your logos, and so on - think of it! (by the way, such participation can also be closed through barter)

3. Internal events. This means your personal events for your target audience, for your potential clients. Create some kind of useful event for your customers - what is their pressing problem? What critical question do they have that they typically pay money to answer?

Give them this answer for free! Perhaps in the form of a mini-seminar or micro-training for 4 hours, maybe together with a representative of an authoritative opinion for them (for example, if this is medicine, then this could be the head physician of a serious clinic, if trade - the manager large network, tax chief, bank top manager, etc.).

You can agree on holding such a seminar with the owner of the premises, who is also interested in the audience that overlaps with you, but is not a competitor to you in terms of services. For example, it could be a cafe, club or restaurant that is simply interested in visitors and sales of the kitchen and bar. In addition, in your pre-PR campaign to recruit participants for your event, you will promote them, as well as in post-releases and reports after the seminar. Don’t forget to mention this in negotiations with the site owner.

4. External events. Many people forget about the most useful semi-informal get-togethers or, conversely, professional “meetings” of their decision-makers (people who make decisions on cooperation) in the form of various chambers, clubs, communities, and so on.

Look for it - there’s probably a Chamber of Commerce and Industry in your city that periodically organizes parties for CEOs or financial directors. Look for different fashionable features, such as a mafia game club for HR directors. For accountants, these could be seminars conducted by the local Federal Tax Service. Find out where the marketing directors in your area hang out (if you offer printing, design, or advertising services, for example...). Find out where the logistics directors live (if you are a courier service or transport company).

If it’s completely boring in your city and poor decision makers stupidly go home after work - see the point above: come up with it yourself! Your own events. Finally, create your own club of mafia players for ____ ( insert the position you need)! Your expenses include purchasing or ordering printing of special cards, blindfolds and beautiful rules on A4 sheets!

Any restaurant in the city will be happy to lend you space on Wednesday evenings for such a theme. In addition, it is not necessary to make such evenings free. Freebies are relaxing. And the mafia club requires discipline ( read the rules on the net). Therefore, take 100-500 rubles from the players. per evening (the amount should be such that it can be dealt with painlessly, and the value received in return will significantly cover such a “loss” from the wallet).

5. Press releases. Make it a habit to issue press releases about your company's activities every Tuesday. Releases should not be large and voluminous - make 1/2 of a printed page of text plus a couple of key sentences about the company.

Look for news updates within the company all week! Set up a system for collecting and processing news and, in general, everything that happens in the company. Any sneeze should flock to your department. And you can decide for yourself whether to air it or not ( together with the business owner, of course).

And regularly distribute your press releases online and through all communication channels available to you: website, corporate newspaper for clients, newsletter, notice board in the sales area or reception area... Register your press releases in free press release directories ( they are easily found in any search engine ). Send your news to interested publications in your region - how printed newspapers both magazines and online media.

6. Publications. The same applies to more extensive publications in the press - provide free content journalists and media. These could be interviews on your market, on some problem of your consumers, analytical reports and cross-sections, statistical data ( many media like different statistical collections), just interesting publications “on topic”. Invite the leading publication in your region to organize and maintain some special interesting section - and supply your section with relevant and fresh information on a weekly basis.

Everyone needs interesting and useful content! Finally, ask your customers or potential clients - what are they interested in about your topic, what do they want to know about?

7. Cases. Or case study. Or success story. The nature is slightly different, but the point is, in principle, one thing - to show your target segments, using an example, a solution to THEIR problems. Write stories using the formula “Problem - Solution - Result”, “how bad it was before - and how wonderful it was after”, the principle, I think, is clear. Stories in this vein are very attractive and attractive.

8. Reviews. Customer feedback is something you should collect from the time your company is still a business embryo. Especially if your client is a more or less well-known company in your region. On branded colored letterhead, with a beautiful seal, with the signature of the first person or key top manager of your client.

Collect and store your reviews in a separate folder, each in a separate file, treat them with care and respect -) Well, without fanaticism, of course. You just have to understand that these are the results of your work. These are your “thank you, you helped us a lot” from your clients. And don't forget to digitize all your customer reviews. Only exactly, in color, with high resolution and readable text.

9. « Word of mouth» . Involve the local population in promoting your company, products, brands. It’s no secret for a long time that “sundress” works best in the services market. But in order for your sundress to work, you need to work on it! What did you think? They just launched a rumor among the people - and they picked it up and carried it to the masses? Of course, it would be great if everything were so simple - no one would spend money on expensive TV and radio advertising, but would only be engaged in “injecting” rumors into the masses.

The simplest and most effective thing is to remember yourself. What information have you personally ever passed on “by word of mouth”? It was probably something shocking, out of the ordinary, or terribly funny, or curious, or disgusting, or improving some aspect of your life... Do you feel what I mean? Yes, that's right - it should be something that hooks.

But here, be careful - your legend should support and improve the image of your company/product, and not destroy it.

10. Free consultations, demonstrations, samples. The name speaks for itself. Don't be afraid to give! Nobody likes to buy a pig in a poke. Everyone wants to try first and then decide to buy.

Here your marketing must work more closely than ever with sales. Because it’s not enough to just give it a try - after that you need to constantly ask at a given frequency: “Well, did you like it? Let's buy the full version. Did not like? Why? and so on...". Keep in touch, monitor your potential client. Offer him special offers, inform him about new products, promotions, discounts.

But don’t be afraid to identify and cut off the “eternal tryers” - these are those who initially know that they will never buy, but will never refuse a freebie... You shouldn’t waste your precious time on such “under-customers”...

11. Atmosphere and design of the client office/service hall, reception area, meeting room/. In these premises, EVERYTHING should speak about your professionalism, the quality of your services and the specialists who, in fact, provide these services, inspire confidence in you, your company, your product - every little thing and every element.

Finally, remove all these antediluvian certificates and gratitude from 2003-2007, issued to you by someone for something! Leave just one - but a normal, fresh, up-to-date solid professional license, or certificate, or diploma, or whatever your specific requirement is...

No wobbly chairs, ragged tables, burnt sofas, cracked glass surfaces... Well, remove this piece of furniture if you don’t yet have the money to reupholster, repair, or buy a replacement. It’s better to throw in a couple of frameless “pears” for one and a half thousand rubles, if you need to somehow take up space - well, even if no one sits on them, but they will give a certain “your dude” freshness and dynamism to your office.

12. Gift certificates, loyalty programs. That is, do it so that the client wants not only to come to you again, but to bring someone else with him next time. By the way, this also works with corporate clients. You just need to think a little longer... And ask around/observe the clients to see what might stimulate them to take such an action.

An excellent example is large cosmetic chains, fitness clubs, mobile operators (least). Copy this ready-made and perfectly working model and apply it to your business - what exactly is stopping you? ( The first gift certificates can be printed on a color printer, if things are really difficult... if you get rich, you can print plastic, no big deal!)

In addition, if you have a representative office of any federal discount and coupon network in your city ( like Groupon, but there are a lot of them now), or perhaps there is a local company with this kind of operating principle, contact them and let them plan for you advertising campaign. They won’t take money from you for this, but you will clearly see how much you can earn in one day of such a promotion with zero investments in coverage and attraction. The decision is yours.

13. Cross-marketing promotions with partners. Organize joint promotions with your colleagues, with whom your products can complement each other for the same target audience ( “The printing house blah blah and the furniture salon blah blah are holding a joint promotion only from May 1 to May 20: buy office furniture and get an 80% discount on any advertising printing!”). Promote them well by region ( You can also take the media as partners), share contacts with each other, and work with the resulting client base, each in its own format.

14. Competitions, quizzes. This is about the same thing as cross-marketing, only in a more entertaining format. Each partner performs its own function, makes its contribution - provides prizes of different formats and nature, covers the event, prints banners, programs the web, handles logistics, takes photographs, shoots videos, feeds, clothes, etc. But someone must take on the role of organizer and coordinator. For example, you, as the initiator and creator of the concept ( which you pre-send to the partners you need for your contribution).

15. Cultivate feedback from your customers. Establish relationships with them. And develop them. Invite them to express their opinion on any matter - about your services, about the same services on the market in general, conduct surveys, call to action in your communications, provoke them to respond to your messages, conduct surveys on the website or together with partners, give them free advice and ask to evaluate them, get their consent to receive your marketing materials(only useful for them and not often!).

Final word

Of course, all these low-cost marketing methods do not require a lot of money, but they do require the investment of other resources - time, effort, patience, energy, imagination and your knowledge.

Yes, and you shouldn’t be scattered about all of the described promotion methods - try each of them in turn, see - which works best for you, brings the most clients? Focus on the few that are most optimal for you in terms of the combination of time and labor costs/number of completed deals.

And one more tip that I would like to mention, but which everyone often forgets... Due to confusion and immersion in routine, probably...

Promote and sell not your company and your products, but the “emotion” and “result” of using your services and contacting your company!

Few people need the services of a beauty salon, but a beautiful haircut and a perfect manicure - yes! I am not at all interested in the services of an advertising agency, but an increase in sales by 20% in 6 weeks - let's discuss this soon! There are plenty of tours to Egypt and Greece for cheap, but complete shutdown from current worries and immersion in absolute relaxation for two weeks - there are few such offers! (if they exist at all...)

So stop, colleagues, disconnect from the hustle and bustle, take a time out for the day, go to the park, turn off your cell phone, sit on a bench, relax, look at the fountains, watch people - low-budget ways to attract clients are on the market, you can come up with them. It's just that in pursuit of feverish sales and abstract results, we don't always see them.

P.S. And don’t forget that attracting a new client costs FIVE times more than retaining an old one. Therefore, do not forget about your client after the first sale (obtained by one of the methods discussed in this report), in fact, this is where work with him is just beginning!

How to complement the consumer qualities of your goods. Here you need to take two steps. Compare your product with the qualities of competitors' products. And the second step is to try to convince them that you are the best. This trick will allow you not to think about how to promote your product. And the target audience will understand that your products are more profitable than those on the market.

Develop and implement branding. For promotion goods needs to be established frequent contact your target group with the brand. The contact can also be visual. After all, promoting on the Internet is one thing, but promoting a virtual office is quite another. It is necessary to make your website very informative, fairly easy to navigate and accessible to search engines.

Create information bursts. If possible, appear often on the pages of both electronic and paper media. So you know how to promote your product in order to arouse genuine interest with a press release not only from the end consumer, but even from editors of newspapers and magazines.

note

High quality compiling releases depending entirely on how quickly you promote
company.

If you decide to start your own business, do not create illusions, you must very soberly assess your strengths and capabilities, your market value. In order to be expensive, you need to “promote” your product, to become not just a product or service, but a whole brand.

Instructions

Explore yours target audience.
Describe in detail the person who is a potential buyer of your product A. Who is he, what family is he from, what gender and age, education. Does he hold leadership positions or, on the contrary, is he a performer? Does he travel or use public transport? Does he watch TV or doesn’t have time for it? Perhaps he has children or pets? You must not only see this person in your imagination, you must get used to the role, understand what he wants, how he feels, what pleases him and what disgusts him. The more accurately you describe your target audience, the more accurately you will identify the very value for which the client is willing to pay extra? Maybe it will be prestige for people with high . Maybe safety for family people, or sexuality for young people.

Unique product offer.
In order to product has become a brand, it needs to be unique. Offer people something that your competitors don’t offer, unique packaging, excellent service, warranty service. Do everything so that your customer not only wants to come back to you again and again, but also tells all their friends and acquaintances about you.

Starting to promote your company, it is important to decide on three components marketing policy. Answer the questions: what do you produce, for whom do you produce, how do your products differ from those of your competitors. Having received the answers, you can start promotion.

You will need

• brand book, list of industry and business media, computer, telephone

Instructions

Develop a brand book in which you describe your concept and the main services it offers. Don't forget the target audience - with demographics as well as consumer preferences. Such research can be purchased from large marketing agencies, but it is preferable to develop it yourself. After all, only in this case the consumer niche will be determined as accurately as possible. In addition to this data, the brand book should display competitive advantages yours.

Make sure that as much as possible is known about your site by competently and meaningfully describing the site, which should be completely ready by the time of promotion. Never distribute materials online that are posted on a site whose development has not yet been completed.

Video on the topic

As competition intensifies, companies enter into price wars. This strategy is not suitable for small companies. We have to attract customers with services and services that are not interesting for large companies. From simple services, small firms build a bridge to further cooperation, retaining clients with goodwill and quick response in case of problems.

Instructions

Attract customers with something free. The task is to collect a client base and establish trust relationships. Prove potential buyers that you are an expert in your chosen field. This is done through trainings and seminars. Train future customers on how they should act to solve problems associated with paid products/services that you will provide in the future. Receive feedback from clients, ask for their opinions and ask for contact information.

Sell ​​something inexpensive. People are reluctant to part with money until they know how conscientiously the seller fulfills his obligations. Your task is to show customers that the company is safe to do business with. If customers are satisfied with the service, they will make a larger purchase next time.

Sell ​​related products. Make a call to every first-time customer. Ask how things are going and offer another product that complements the previous purchase. You will have a sales system. For the chain to function, it is necessary to maintain statistics for each person from the database collected in the 1st step.

Sell ​​the same product in a different form. If the customer purchased a physical product, offer an audio course that teaches the intricacies of using the product. After the audio course, offer training in -format. Then invite to a meeting on the same topic. Display books, stickers, bookmarks, and other merchandise related to the product. Make a different packaging, change the appearance of the packaging, etc. If a customer likes something, he will buy it different types.

Sell ​​an expensive product. This is easy to do if the buyer is used to repeat orders from the company.

Start with step 1, gradually promoting the next expensive product. Build a system of relationships with clients, gradually complicating it.

Video on the topic

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

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

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

Content is the main factor of promotion

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

Three components of good content:

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 and provocative emotional response in the form of a burning desire to tell friends about them. Avoid outright advertising 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 the active Facebook audience uses a mobile application - it is recommended to illustrate posts with pictures measuring 800 × 600.

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

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

Targeting

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

Some types of targeting:

• Geographic (geotargeting) - displaying advertising to residents of a certain region / city / district, etc. For example, you want to promote a beauty salon located in Khimki near Moscow. Your targeted ad will be shown to residents of this city.
• Socio-demographic - displaying advertising depending on gender, age, marital status and other social criteria. Thus, it is recommended to place advertisements for children's products and household goods on the pages of married women over 25, and advertisements for an art store - on the pages of designers, architects, and decorators.
• Contextual - displaying advertising in accordance with the user's interests. Membership in groups such as “Fashion”, Fashion, “Shopping”, etc. clearly demonstrates the user’s interests. He will be interested in relevant advertising.
• Behavioral - displaying advertising depending on specific user actions (travel routes, favorite places, frequent search queries etc.). Let's say a person is interested in Latin American dancing, goes to a salsa club, and looks for relevant videos - there is a high probability that he will be attracted by an advertisement for a last-minute tour to Cuba.

Despite its apparent simplicity, targeting is a tool that requires serious preparatory work. First, you need to analyze the brand's target audience. Secondly, make an ad.

Advertising in communities

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

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

Professional promotion in social media

This refers to services that provide paid services on promotion on social networks. As a rule, they create their own quality content, launch a targeting mechanism and agree on 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 the ideological inspirer of Plibber.ru. Knows about social media everything and even more.

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