The market as a whole has become more emotional, we are all human beings. But marketers and entrepreneurs need to pull themselves together and act not on emotions, but on dry calculation. In the first place should be the economics of the project.
It’s time to adjust the communication strategy and redistribute the budget. After all, if your competitors do not do this, you have the opportunity to get traffic at low rates. What you need to focus on in the current conditions, see below.
Shorten your flights
In addition to the monthly reports, there should be weekly or daily rallies for 15 minutes, as appropriate. Ask yourself what alternatives are now, how and where to reallocate funds, what benefits are missed, and what can be done in the future.
Plan your time and always find an opportunity to track the effectiveness of your actions. By the way, the backlog format with statuses allows you to keep abreast and quickly respond to sudden changes. Many people think about people search engines, learn more about it.
Pump up content marketing
Forming systemic content marketing can be a strategic investment. Bet not only on your own channels (blog, Telegram, YouTube), but also on paid and partner placements.
We have described in detail the main roadm ap in the development of content marketing. The key here is to determine the general tone of future materials, what needs of the target audience you can meet.
After you figure out what to write and for whom, you should determine the composition of the working group: who writes and who edits. You also need to determine who prepares the design, who does the filming and editing, and who is responsible for distribution.
What you can publish: personal recommendations, broadcasts, podcasts, tips, exercises, checklists, lessons, your information products, life hacks, product reviews. With empathy and sincere feelings. We do not respond to hate, we do not provoke off-topic discussions. We even ban those who violate our borders.
Go to Telegram
Now mass migration from Instagram to Telegram. For brands and their representatives, this really makes sense – the Telegram platform allows you to:
- place ads in other Telegram channels in different formats (posts, video, audio);
- create bots that will take over communications with the audience right up to the payment stage;
- broadcast live, during which your channel will be highlighted with a special icon.
The last advantage of the company is almost not used, and in vain. It’s time to stand out from the competition. At the same time, consider the features of the platform itself, because Telegram is different from Instagram.
Form an adapted content plan
You need to understand that in Telegram there is no live endless feed with an attractive visual, there are no stories. And here is a completely different system of notifications. If you transfer the Instagram content plan to Telegram, then most likely you will get poor engagement – roughly speaking, 50 post views per 1000 chat participants. Do not understand what is real estate directory, learn more by clicking on the link.
Take paid advertising only from promising channels
In Telegram, be sure to evaluate the prospects of the channel if you want to collaborate on placement with bloggers or a channel with related topics. Over the past three months, we have placed ads for clients in more than a hundred Telegram channels. The results are different – somewhere it shoots, somewhere the efficiency is several times worse than the forecast.
Pay attention to the price of placement, how long your post will hang in the top, whether it will be deleted after a day. When choosing a channel with more than 1000 subscribers, you need to take into account that some of them can be cheated. Moreover, views can also be screwed up. So the main risk of paid placement is to waste money.
10 days after posting post-analytics time. See the number of clicks to your site and conversions, and then analyze how effective the selected channel turned out to be.
Pump up email marketing
If you haven’t done email marketing before, it’s time to start. This channel can not only help to make advertising mailings, but can also become one of the main ones when all social networks are unstable.
1. Make mailing lists, set up welcome chains and triggers.
To get started, add a checkbox to the registration form. It will allow the user to subscribe to the newsletter.
For example, for online stores, the Abandoned Cart trigger alone can generate up to 5-7% of total revenue. The trick is that it needs to be set up once and forgotten. Email marketing in general brings up to 25% of the total income of an online store.
If you’re worried that Google will restrict access to Gmail, it won’t hurt your email metrics too much. According to our clients, only 30% of users use the mailer of an American company. So feel free to post.
2. Set up push notifications.
Nobody can limit the work of your site, so you can notify users about promotions, sales using push notifications.
They are delivered to the user directly on the screen of his device and are relatively inexpensive – one contact with the user costs from 3.5 to 5 kopecks. On one of the projects to promote products for hunting and fishing, push notifications brought 3% of the online store’s income.
Wait until you have a subscriber base. To do this, place the sender service code on your site and wait a week. So you will gather an audience that will be interested in information from you. After that, start sending pushes with product recommendations and promotions.
Analyze how users react to the subscription form. If you understand that the result is weak, come up with a more interesting wording. This is important – 2% of users who visit our clients’ sites subscribe to push notifications. Instead of the usual “Subscribe to our notifications”, write “Want to know how to save on purchases?”.
Even here you can communicate with your audience and learn their interests. In the message about subscribing to notifications, you can ask, for example, what topic the user is most interested in – discounts or promotions.
Adjust your CPA with automatic bidding
The reaction to market changes should be as fast as possible, so start using algorithmic bidding – auto-bidding. The system itself will assign bids, depending on the competition at the auction and the quality of the sites.
It is important that the system manages bids, not a person, as bidders change bids to optimize the CPA once every 15 minutes. It is unrealistic to achieve this manually – let algorithms and robots do this work.
What is the result
There are 6 areas for further development of marketing:
- If you want to take a break, explain the situation, tell the audience when you’ll be back, stay on the radar.
- Focus on the economics of each channel and bundle, implement short iterations and interim reports.
- Find the opportunity to create Google and Facebook accounts from other countries with linking payment by corporate card (this can be done without leaving anywhere).
- Invest in SEO – this is the most profitable and strategic source with ready-made demand. In addition, it is not affected by sanctions.
- Approach systematically to the formation of content marketing. By posting content on your own channels (blog, Telegram, YouTube) and for a fee on others, you are investing money in the long run.
Changes in the world are no reason to stop advertising campaigns. It is necessary to adapt to the circumstances and find ways, if not to improve performance, then at least not worsen it. Peace for everyone.