"You don't go online just to represent your company. Everything you do on the Web, you will do for your target consumer, – managing partner of the consulting company FSS, specialist in business systematization, specialist in systemic business promotion on Facebook, speaker of BusinessShot, Alyona Kotlyar.
What is marketing and what is it eaten with? Why open advertising is not always good? Alena Kotlyar shared her secrets with estet-portal.com, talked about targeted advertising in social networks, as well as about successful strategies.
How to win the trust of the buyer
A. K.: The best trust-building tool – it's content anyway. That is, if we immediately try to sell something to the audience, then this immediately causes distrust and rejection. Our task is to develop a content−strategy that would consistently build trust. This can be done, for example, by talking about the values of our companies or a particular specialist; by talking about philosophy, approach to work, our features, etc.
This is how trust is built when we are not afraid to show the content of our business.
Facebook Business Page: The Most Relevant and Effective Promotion Techniques
A major mistake – this is when we are not interested in the needs, desires and intentions of our consumer.
What are the performance metrics on Facebook and Instagram
A. K.: The first important point – these are the marketing goals that we set for an advertising company. If our goal – it is to get conversions (regardless of whether it's Facebook or Instagram) on the site, that is, a purchase or an order on the site, or a callback order or something else, we measure this by the number of those targeted actions that we received.
The most difficult goal, which is very problematic to digitize – this is an increase in recognition and coverage, but for this there are certain methods and formulas that can be used for calculations.
Regarding the target audience. There are cases that digitally confirm that there are not many young audiences on Facebook, and communication with people from 16 to 20 years old suggests that they believe that pensioners are alone on Facebook. That is, if we want to communicate with a young audience, then this is definitely Instagram, YouTube and Snapchat. These are the most popular platforms for "young" audience. The younger audience uses instant messengers more and moves more towards video content.
SMM promotion in the realities of 2018-2019
How to develop a strategy and choose a systematic approach to work
A. К.: Strategy – this is the background, this is where it all starts. If we have a goal, but we do not understand how to reach it, then a corresponding question arises. And in the end, most likely, we will get disappointed, because we did not achieve the desired marketing goal.
The first thing you need to start developing in social networks – it is to decide on the positioning, with our, directly, the product, what exactly we sell, and decide on our target audience, that is, to whom we sell. This is the basic minimum that must be.
Next, we tie up promotion tools here, we tie up the content strategy & nbsp; and we are already working with these two components. That is, two key points that ensure success in social networks – it is a content strategy and an advertising strategy. It is in the combination, at the intersection of these two elements, that successful and effective campaigns and, of course, good results are born.
How to create a customer flow from Facebook
Recall that Alyona Kotlyar is our regular speaker at conferences on medical business BusinessShot.
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