How to promote a group on VK from scratch and without investments. Attracting the target audience to VKontakte groups Promotion of the target audience in the VK group

Today, in order to promote a VK group and keep it active, you need both time and money. The times when this could be done for three kopecks are over, although not, but you will learn about this later.

You will not find in this manual free ways because they are not effective at all. The owners of the social network VKontakte have long made sure that you spend as much money as possible within their system. After all, wonderful tools have been developed for this: targeting and market - platform (formerly the exchange).

This article will help you save both money and time when promoting and recruiting subscribers for your group. You will do all this yourself and from scratch without resorting to paid services.

1. Preparing the group for promotion

Naturally, first you need to create a group directly in VK. Then it needs to be made presentable. To do this, you will need to choose a high-quality group avatar or make a beautiful cover.

Fill the community with the necessary sections, for example, reviews, links, contacts, etc. Write short description groups so that people can understand what we are talking about. You can read about creating a group and its design.

Example of a community cover for a travel group

Create at least 10 – 15 of the most interesting posts. Be sure to choose beautiful photographs to accompany them. If you don’t know which posts are considered good, you can always look at your competitors’ posts.

Go to your competitor’s largest community and see which posts have the most likes and shares. This is the simplest (manual) method, but it works. Remember, a good picture can be worth 1000 words.

Important! First of all, people subscribe not to the design, but to interesting content. If the content is bad and uninteresting, then no amount of advertising will help get people to subscribe to your group!

2. Promotion using target (targeted advertising)

Another advantage is that you can attract only those people you need into your group. For example, Men over the age of 25 who are interested in business topics.

Hundreds of articles have already been written about the target. I will not describe all its capabilities, but will consider only one format, “Universal Recording”.

This post will be shown in the feed. This advertising format will be seen by all users who access the social network from computers and mobile devices.

The screenshot in one of my groups shows that from mobile devices it reaches 84%, and visits from computers are only 16%. This only says one thing - there is a lot of mobile traffic and it cannot be ignored when promoting a group!

Share of mobile and web traffic in the group

You may have a question. Most likely, this is a young audience that “lives” on their phones. In the screenshot below, you can see the age of the people who are subscribed to my group.

Adult male audience

As you can see, this is a fairly mature audience interested in a specific topic. Subscribers to this group were recruited 90% from the target and approximately 10% from the exchange (market - platform). Let's start setting up.

Setting up targeting

Pay attention to text and pictures

If the text is weak, then the person will not subscribe. Be sure to write a “call to action” at the end. Then choose a high-quality picture. If the visitor is attracted by the photo, he will read the text. Everything is very much interconnected. Click “create”.

Text + call to action + image

Select: topic, country, gender male or female, age.

Let's move on to the settings based on interests. These are the options you will use most often.

Find all competitors' groups

Make a list of competitor groups. Take only the most active and largest ones. You can find them in the search for VK itself by entering the desired keyword.

Search for competitor groups by keyword

The more groups you add, the more people your ads will be shown to.

We add the list of competitor groups to “Communities”

You need to exclude your group so that advertising is not shown to people who are already members of your group.

All that remains is to set the price. Never set a recommended price! Especially if you are a beginner. Start small.

Always start with small amounts

If there are no impressions, then gradually begin to increase the price by 5 - 10 rubles. Limit impressions as you see fit. I set it to 1. If a person sees my post and does not click on it, then this advertisement will no longer be shown to him. You can create a “TV” effect by setting 20 impressions per person. Click “create ad.”

Set the status to “launched”. The ad has been sent for review and after a while impressions will begin and the first clicks will begin, and with them the first subscribers.

Carefully check all settings and run the ad

While the ad is being reviewed, you can check all the settings again. If everything is fine, then immediately go to your new campaign and set limits!

Set a limit for the entire campaign or for one ad.

This limiter is needed in order not to waste your entire budget “down the drain” in a matter of minutes! I bet 200 rubles.

If you replenish your balance by 10,000 rubles and do not set limits, and for example, go out to drink tea, then when you return to the computer, most likely you will find 0 rubles on your balance.

There is a known case when one webmaster forgot to set a limit and went about his business. When he returned, he discovered that 80,000 rubles had been written off from the budget.

Optimization and scaling

Now it's time to do some good work! Our task is to promote a group on VKontakte as cheaply as possible. And this is unlikely to happen from the first announcement.

You will need to decide on a budget. How much are you willing to pay for one subscriber? Each niche will have its own price. If you want to bring schoolchildren to your group, it will be one price. If you need adults, the price per subscriber will be much more expensive.

For example, you are willing to pay 2 rubles for 1 subscriber. 100,000 subscribers is 200,000 rubles. 1,000,000 subscribers is 2,000,000 rubles. I think everything is clear with this.

Once you have sorted out the money, you can start creating advertisements. You need to do them until you start receiving subscribers for 2 rubles.

Start with at least 10 and constantly add new ones. Test everything you come up with. Here are the most basic parameters for tests:

1. Headings
2. Lyrics
3. Pictures
4. Gender
5. Age
6. GEO
7. Different audiences
8. Call to action

Work to improve your CTR

CTR affects the cost per click

In my case, the average CTR is around 3.2%, and the cost per click is 1.44 rubles. A subscriber costs me no more than 2.5 rubles. Let me remind you that my settings include men over 23 years old.

At the same time, I can achieve even better results, but I’m just too lazy to do it. 2 – 2.5 rubles per subscriber completely suits me. To achieve this result, I needed to test 10 ads. But I have experience.

If you are a beginner, then do as much as possible. Do it until you achieve the desired results. If you are lazy, then you will make no more than 10-20 creatives and you will get bored. If you are determined, you will do 100. Just do not forget to set limits for each ad, otherwise all tests will end before they even begin.

VK even has useful hint, which will tell you how well you set up your advertising. It’s called “Advertising Post Evaluation”. For me it looks like this:

Find your target audience on VK

Almost a dozen!

Here are some more statistics where you can see the number of people who profited from advertising and who joined the group.

3. Promotion through the market platform

Let's look at another way to promote groups on VK using market platforms(former VK exchange). Please note that budget replenishment occurs separately from the target. That is, if you want to advertise here and there, you will have to spend money on different budgets.

This method is good because if you have a decent budget, you can quickly promote a group and bring many new subscribers to it. VKontakte has more than 400,000 groups on various topics. In almost all of these groups you can buy advertising. Let's create our first ad.

Go to Market – Platform and click “create entry”. Here you can create new entry or repost a finished one from your group. I'll create a new one.

Compose an attractive text and choose a picture to go with it. At the end of the text, be sure to include a call to action, for example, “subscribe now!” and put a link to your group. I have seen more than once how beginners make the same mistake. They write the text, choose beautiful pictures, but forget to put a link.

You can fill out the information below at your discretion. The main thing is that you understand. Click “create entry”.

Once again, make sure everything is done correctly and submit your ad for review. After checking, a new “post entry” will appear instead of this button, click on it. Now it will be necessary to work properly.

Be patient, routine awaits you

Representatives of VKontakte say that they have simplified everything, but as for me, on the contrary, they have complicated everything. I’ll show you with an example what I mean by the word “complicated.”

The first thing you need to do is set a budget for 1 advertising post. This is a maximum of 100,000 rubles. You bet as much as you are willing to spend.

Then decide on your topic. You don’t have to set daily coverage. I set it up to cut off all the small groups. Region Russia, gender male, since I plan to advertise the business, men are most interested in it. If you have a women's community, then put the gender as female. You can also add age.

This is what I got:

The picture shows that I was offered to buy advertising in groups that are clearly not suitable for me. If in a group with films I can somehow find the people I need who want to join the group, but “gangster romance” is already too much. This is where the fun begins.

Now you need to go to each group and check it for adequacy. Look at what kind of posts they post there. How many people like, repost and comment. You need to understand whether this is a “living” community or not. If the activity in the group is good, then we leave it, if there is complete trash going on there, then we exclude it. Over time you will learn to identify good from bad groups. Everything comes with practice.

Eliminate all unnecessary groups

Be sure to go to the group statistics (icon with a diagram) and look at the reach, activity, geo and age of people who are subscribed to this community.

After you exclude unnecessary groups from the list, click the “update” button below. The platform will add new groups for you. And again, you should carefully review them and eliminate unnecessary ones. Do this procedure until only those groups in which you would like to be placed remain on the list. Once everything is ready, click on the “post” button.

If the groups that the platform offers are not enough for you, then do not be afraid to experiment with the topic. Select similar ones and see what I offer there. The platform is not ideal and the groups you need may be in completely unobvious topics. Test!

Now all that remains is to watch as new subscribers begin to join your group! All statistics for each group will be available to you in your account. You will see which group brought the most people and which did not work.

After the end of the advertising campaign, you can calculate how many rubles one subscriber from each group cost you. Divide the price of the post by the number of people who joined. Your task is to learn how to attract subscribers as cheaply as possible!

This is where the work to promote the group is just beginning. Collect as much information as possible and start making new ads until you achieve the desired indicators, namely a reduction in the price per subscriber. Everything here is the same as at Target; it’s unlikely to be done perfectly the first time.

But I have good news for you! There is a service that will allow you to conduct competitive intelligence and give you the opportunity to attract new subscribers for only 1 ruble!

4. How to bring subscribers to the group for 3 kopecks

With this knowledge and tools, you will easily outperform your competitors!

The first service is allsocial.ru. With its help you can understand what is happening in this market. The first screen contains groups that are currently experiencing a lot of activity. Look at the growth of subscribers opposite each group.

You can understand what is relevant now and look for interesting ideas for developing your community.

This will most likely mean that your competitor is purchasing advertising somewhere, so now we will find out where he advertises and how much 1 subscriber costs him. Let's do some reconnaissance!

Spying on a competitor's group

For this we need this service. Complete a simple registration. The service is paid from 600 rubles per month, but it has a free trial version with which you will conduct your reconnaissance and appreciate it.

In the end, for 600 rubles you will save tens, or even hundreds of thousands of rubles when promoting your group.

Now in the “promotion” tab you will see all the information on the competitor. The budget spent on promotion, the number of sites where advertising was purchased, the number of attracted subscribers and the average price per 1 subscriber.

Spying on a competitor

From this information we see that 140,000 subscribers were attracted for only 0.68 rubles! Do you understand what to do now? That's right, take it and repeat the same thing!

Click on the “CPA” tab and filter the cost per subscriber in ascending order. You can see that from one particular group, subscribers go for three kopecks! In the “subscribers” tab you can see the number of subscribers.

We find the cheapest price for 1 subscriber

Copy the best creative and repeat the same thing

Let's move our gaze to the left and see which advertisement brings such cheap subscribers. Click on “Preview”.

We find the best creative and copy it to ourselves

The competitor has already done all the hard work for you and found the best creatives and groups that have cheap traffic. Now can you imagine how much time and money you can really save?

Your task is to drive all your competitors through this service. Find out what posts they use and what groups they advertise in. Also look at what budget was spent on promotion and soberly assess whether you can compete with them or not. Then take it and just repeat the same thing.

Pay attention to the “Age and Gender” tab. In my example, the subscriber is so cheap because of his age. The gray diagram means that the audience is under 18 years old. Blue is already 18+.

I said earlier that the older the audience, the more expensive it will be. But you can still bring subscribers for 1 - 2 rubles in large quantities. Here's another example.

Adult audience for only 1 – 1.3 rubles per subscriber

The screenshot shows that an adult male audience costs 1.3 rubles. Don’t be lazy, search, and you will be happy!

Nemesis

VKontakte has introduced a new algorithm called “Nemesis”. The algorithm is designed to combat non-unique content. If previously it was possible to mindlessly copy other people’s posts, now you can’t do this.

Malicious violators may be disconnected from monetization or blocked. Start producing unique content and your income will increase.

Conclusion

There is no secret recipe. To promote your community, you need to analyze and test a lot. You have to fully immerse yourself in this topic and understand how this whole kitchen works.

Do and test creatives as much as possible, the services will help you a lot with this. Always try to lower your price per subscriber. This way, you will be able to recoup your investment faster.

To start paying off your investment, first get 30,000 subscribers and start with your group.

🔥Source of income! Do you want to create additional source income and earn from 50,000 rubles per month through the Internet? I’ll show you how to create a profitable website and start making money on it (without technical knowledge)!

Dmitry Dementiy

The VKontakte social network site is one of the most visited in RuNet. With the help of the most popular platform among Russian-speaking users, people solve various problems: from personal communication and finding friends to building a network of business contacts and finding employees, from self-expression and entertainment to business promotion and online trading.

This guide is dedicated to promoting the VKontakte business. In it you will find a step-by-step plan: from creating a community or page to life hacks and tools for advanced users.

1. Start with planning

Determine the goal and objectives of the project’s activity on the VKontakte social network. Remember, a goal is a planned result. Tasks are steps that help achieve a goal.

Decide how you will interact with the audience, what information to offer potential and existing customers, what user problems you can solve. Ilya Rabchenok calls this the concept of community.

Be sure to record the planning results in a form convenient for you.

2. Determine the type of community you need

To promote your business on the VKontakte network, you can create a group or public page. Use a group if you plan to encourage participants to publish posts on their own and start discussions. The group is an informal discussion platform with which you can find out the mood of the audience and manage the brand’s reputation.

Choose a public page if you plan to publish official information, branded content, and manage discussions yourself. In most cases, a public page is more suitable for promoting a business.

To promote conferences, trainings, and webinars, use the “Event” community type.

3. Select the appropriate page type

Select the appropriate type and click “Create Page”.

4. Create a page description

Public pages are indexed search engines. Therefore, publish an informative description that will help potential clients find the public site.

If necessary, select the Snapster room and set up export to Twitter.

5. Choose the best settings

In the “Partitions” settings menu, check the boxes next to the options you want. In the Comments menu, enable or disable the commenting feature and, if necessary, turn on the obscenity and keyword filter. In the “Links” block, refer to resources useful for the audience, and in the “Working with API” block, connect the API if necessary.

6. Form a group

We have an incredibly useful and detailed guide on our blog “Designing a VKontakte group”. Use it to select and implement a suitable community look and feel. After registration, you can continue promoting the group.

If in this moment you can't spare time appearance public, come back to it later. Don't forget that a visually appealing design helps the user form a positive first impression of a group or page. So don't put off working on your community design.

In the meantime, at a minimum, select and upload a suitable page avatar. Try to find or create a unique image. It must meet the following requirements:

• The avatar size is 200 by 500 pixels.
• The thumbnail size is 200 by 200 pixels.
• jpeg format, maximum quality, baseline (standard).
• The image should attract the attention of users and encourage them to go to the page.
• The semantic content of the avatar should correspond to the theme of the page.
• The image must be of high quality.

Please note that when uploaded to the VKontakte website, the quality of images decreases. To avoid this, use this life hack from the VKontakte support team:

• Open the image in Photoshop.
• Increase the size to 2560 by 2048.
• Press the key combination Alt + Shift + Ctrl + S. In the window that opens, set the maximum quality and convert the image to sRGB format.
• Drag the image to the upload area rather than using the Upload button.

7. Tell your friends about the page

Use the Tell Friends feature to invite your followers to follow your page. Follow this recommendation when you publish several posts in a group or page.

8. Invite your friends to follow the page

Invite your friends to subscribe to the page using private messages (this tactic really works, it has been proven in practice). Also ask your followers to tell their friends about the page.

9. Specify the page URL in the contact information on your personal page

This will help attract followers who are interested in your personal profile.

10. Indicate your place of work in your personal profile

When you hover over the company name in the “Place of Work” section of your personal profile, a preview of the group or page pops up. And in the “Career” section, a clickable public avatar is displayed.

To have a link to the company group appear in the “Place of Work” section, select the “Career” section in the settings of your personal page. In the “Place of work” item, use the drop-down menu to select the desired page.

11. Post interesting and useful content

Publication of useful and interesting content- a key factor in successful business promotion on the VKontakte network. Therefore it needs to be decrypted.

You will have to compete for views and subscriptions in the face of an abundance of content. For VKontakte users to pay attention to your publications, the information must be truly valuable.

The following ideas will help you offer customers truly valuable information:

• Be sure to start with planning. Create a content plan in a form convenient for you. Plan for the long term. Our articles “SMM plan in 30 minutes” and “How to create an editorial plan for publications on social networks” will help.
• When planning content, take into account the features of VKontakte and the preferences of the audience of this network. Look for information in our article “Working with content in different social networks”.
• Even if you make and sell very solid and ultra-serious products, learn to get an emotional response from your audience. This is a condition for survival in a content environment filled with memes. Read insanely helpful articles about emotional content and intellectualizing sexual desire.
• Write specifically for the VKontakte audience. Publish unique information, not reposts of materials from the blog. To format your publication, use the article editor.
• Post videos with subtitles. They typically receive much more coverage than regular posts. We talked about how to make such a video for free in the following video:

12. Design your posts using wiki markup

This handy tool, with which you can beautifully format notes in groups and public pages. If you manage a group, to create a wiki page, just open materials in the section settings. After this, an “Edit” button will appear on the “Latest News” tab, which activates the note editor.

To create a post on public page, copy the following link into your browser: https://vk.com/pages?oid=-***&p=page_name. Replace the symbols *** with the public id, and instead of page_name, enter the name of the publication. On the page that opens, follow the “Fill with content” link.

The community ID can be found in the URL. If you've changed the page URL to something more user-friendly, go to the Community Posts section. Find the numbers in the link. This is the identifier.

13. Design your publications using the article editor

In 2018, VKontakte presented a full-fledged articles editor. To go to the editor, click the “T” icon on the post creation panel.

The editor is intuitive. He himself places indents between elements and aligns the content. Clicking on the “+” sign allows you to add visual content or an audio track.

14. Share stories with subscribers

16. Use the scheduled posts feature

Use the Timer feature to prepare content in advance and publish it at the chosen time. To do this, in the publication field, select the options “Attach - other - timer”. Select a publication time and click the “Add to Queue” button.

25. Post ads in communities

26. Use retargeting

Using this tool, you can show ads to users who have visited your site. Create a retargeting pixel in your advertising account. Paste it into the site page code. The system will add site visitors or individual sections to audiences.

Life hack: add a retargeting pixel to your website right now, even if you don’t yet plan to advertise your business on the VKontakte network. This does not affect resource efficiency or page loading speed. The system will add potential clients to the audience. You can show them ads in a month or a year.

27. Improve your targeting accuracy with Pepper

29. Post relevant videos

Please note that this paragraph describes a prohibited technique. A couple of years ago, with his help, my colleague and I increased the number of group members from several hundred to 5 thousand in a few weeks. You may use it at your own risk. Think about what kind of videos your representatives are interested in target audience. For example, subscribers to cooking groups watch television shows on related topics.

Users often search for the latest episodes of their favorite TV programs in in social networks. You can download pirated recordings from file sharing services or video hosting services and publish them on the VKontakte page. Audience members will find the video they are interested in, watch it and subscribe to your page. This tactic brings in several dozen subscribers on the day the video is published.

Be sure to delete the video a few hours after publication. Firstly, it will protect you from problems associated with publishing other people's content. Secondly, within a few hours your competitors will also publish a popular video, so the flow of visitors and subscribers will stop.

30. Analyze statistical data

In the “Page Statistics” section, the public administrator has access to the “Attendance”, “Reach” and “Activity” tabs. In the Traffic tab, pay attention to viewership and unique visitor data.

Monitor the age characteristics of the audience and the geography of visits. Consider the types of devices your audience prefers.

You also need data on referral sources and subscribed/unsubscribed users. Data on the number of users who joined and left the group is available in the standard statistical report (see illustration below). And you will receive a list of names of people who joined and unsubscribed using "Deserter" applications.

Screencast where we show how to use the Deserter application:

The Reach tab will help you estimate how many users are viewing your posts. The “Activity” tab will help you analyze user behavior.

If you are not satisfied with standard statistical reports, use free service SocialStats. It provides access to advanced audience data as well as user behavior analysis. Service "Group Comparison" will help compare community audiences. And the Repost Tree app will help you identify users who share your posts.

Additional useful services for collecting statistics and solving other problems are described in our article “Review of 45 services and applications for VKontakte administrators”.

31. Monitor activity in the community using the Moderator application

32. Advertise a page on your corporate website

33. Advertise the page in your newsletter

Mention the VKontakte page on mailing list. Also include a link to the public page in the email template.

34. Publish links to your pages and groups on social networks in the website header

The illustration shows what this looks like in practice.

35. Post a link to the page in your email signature

To change your signature in Gmail, use the Settings - Signature menu. In your Mail.ru mailbox, use the “Settings - name and signature” menu. In the Yandex mail service, use the menu “Settings - Personal data, name and signature - Add signature”.

36. Conduct surveys

Polls increase audience engagement. To create a poll, in the publish field, select the “Add - Poll” menu. Use anonymous surveys to encourage users to participate.

In 2018, VKontakte introduced Polls 2.0. Now you can add a background to surveys, limit the duration of the survey, and allow you to select multiple answers.

37. Add useful links to your page

38. Invite the audience to participate in discussions

Create several discussions whose topics interest your audience. Keep discussions going.

40. Give away prizes among subscribers

You will attract new subscribers if you give away prizes and gifts. Question price? From a cup with a logo to infinity. Use the application "Competition Manager" to effectively manage draws. Our guide “VKontakte competitions: how to get the desired results and not get banned” will help you organize and conduct a competition.

41. Offer discounts to subscribers

You won't believe what people are willing to do for discounts. And everyone will agree to subscribe to the page for the sake of a discount.

Life hack: in the “Classics of Shaving” group, sellers and manufacturers of themed products can advertise for free. To do this, just provide a discount to community members. This is one of the incentives for users to join the group.

42. Allow subscribers to upload photos, publish their photos

45. Ask your audience to share posts

You can limit yourself to a simple “repost is welcome,” justify the need to share the publication from a scientific point of view, or use other tactics.

46. ​​Pay attention to the visual appeal of posts

Hundreds of materials appear in your subscribers’ feeds every day. For people to read your post, it must attract attention. This problem is solved by bright interesting photos. Cats, light erotica, photoshopped images - all means are good in SMM.

47. Use provocative headlines

The headline should sell the subscriber on viewing the article. So create killer headlines.

48. Advertise your page offline

Publish the page name and URL on printed products, business cards, and souvenirs.

49. Steal content ideas from competitors

61. Write an article “50 reasons to join our VKontakte group”

List all the reasons why users should join your VKontakte page. Promote it on all possible platforms.

62. Live stream

Broadcast training events, conference speeches, screencasts. Use the app or broadcast from your desktop. To do this, go to the “Videos” community section and use the corresponding function.

63. Explore the TOP 30 applications for VKontakte

Test each of the 30 apps listed here on this list. We are sure many of them will be useful to you.

64. Subscribe to the best SMM public pages

To be in the trend of events happening in the sphere and be the first to learn about new ways to promote VKontakte. You can see a list of such publics

It is no secret that for many companies it is important that potential customers who are initially interested in a product or service make transitions to their website. To do this, website promotion most often uses such a popular social network as Vkontakte. The VKontakte network allows you to quickly and conveniently advertise a site; it is divided into several options: advertising using a group on social networks and using ads (targeted advertising).

This is done as follows: a group is created that uses the same color scheme as on the main source site. The group contains information necessary for potential clients, including photographs of the results of services provided or products sold, where existing clients can exchange opinions, ask questions to the creators and attract friends or acquaintances.

Website promotion through groups also includes such a concept as inviting. This is a promotion tool popular for use on social networks. Inviting includes sending out invitations, with the help of which an increase in the number of potential clients to a specific group is carried out.

In order to carry out such a mailing, the administration of the group or company promoting the site must have several accounts from which invitations can be sent. Such action is also carried out with the help of competing groups.

Inviting is useful because the target audience, that is, those potential customers who are most interested in the services or products of the site, can become current customers faster than anyone else. If a product or service is popular, the target audience is quite large and, accordingly, inviting is effective on a large scale. The only negative for popular products and services is competition. In this case, website promotion with the help of competing groups is the most effective method of website promotion.

Analysis of competing groups allows you to intelligently update your group if it does not produce the desired results. Inviting allows you to attract the target audience to the group.

In addition to inviting, there is targeted advertising to promote the site and attract the target audience using social networks. This type of attracting potential customers consists of placing an advertisement, which is a graphic or text block visible to the target audience.

This type of attracting the target audience is very effective. Based on the selected indicators and, accordingly, display settings, for example: age, gender, city, interests, an audience is directly formed, becoming potential clients of the site, and in the future, current clients. In addition, supply and demand are formed. The latter depends on the site itself and the specific audience.

Promotion through targeted advertising has several pitfalls. The advertising itself is switchable, i.e. if it is too bright and catchy, irritates the eye, disharmonizes with the general page, the potential client will cease to be such, as he will turn to the administration of the social network with a request to disable the banners.

Mainly for this reason, we recommend using the help of professionals in the field of website promotion using social networks. Professionals create a banner that is in harmony with the main colors of the site, and at the same time is pleasing to the eye of the target audience and meets its needs. If this is youth advertising: it will be bright, colorful, the block will definitely have a short and succinct slogan, intriguing and forcing you to click on the banner. In addition, you will never have problems with blocking an account or group, since promotion using the VKontakte social network requires compliance with certain rules, otherwise you can get a complaint and a ban on the entire community.

For many users of social networks, it remains a mystery how in a matter of seconds a post gains hundreds of likes, and the number of views grows from zero to several thousand. Targeted advertising creates this magic. It is she who makes sure that the publication is seen by as many people as possible, and among them there will certainly be a potential buyer of your goods and services. We are sharing a case study about how we set up targeted advertising for the VKontakte competition in order to get the widest possible coverage of participants and attract the target audience to the group.

Task

• subscribe to the page;
• repost the entry and do not delete it until the end of the competition;
• vote in the poll.

• increasing the number of group subscribers (before the start of the competition there were 1,547 people, it was planned to attract another 200–300);
• increase in activity in the group (likes, comments, reposts);
• increasing the number of clicks on links to the online store website;
• attracting the target audience to the group on VKontakte (residents of Crimea).

Step 1. Selecting a promotion tool

In our case, the following advantages of targeted advertising were important:

• reaching exclusively the target audience through the most precise setting of targeted advertising on VKontakte according to a wide range of parameters (geography, age, gender, interests);
• targeting advertising to subscribers of competing groups;
• constant influx of new subscribers;
• low cost of advertising, in contrast, for example, to purchasing advertising in other communities.

Step 2. Gathering an audience for targeting

a) participants of numismatic communities in the regions of Crimea we need. These are the people who are in the business of buying and collecting coins;

b) members of the communities “Free Crimea”, “Free Sevastopol”, etc. For the most part, these are people from our Central Asia, but less interested in numismatics. They may be interested in coins as original gift or a memorable souvenir.

We limited the number of ad impressions to once per person: if a potential participant is not immediately interested in the offer, he is unlikely to be interested in it in a few hours. The announcement was successfully moderated and began to gather the first participants.

Step 3. Adjusting the promotion strategy

To once again increase the number of ad impressions and reduce eCPC (average cost of conversion), we adjusted the ad settings and added to the existing audiences the main numismatic groups and groups of competitors with the largest number of subscribers.

As a result of the subsequent adjustment of targeted advertising, the effectiveness of the ad (CTR) increased and the average daily number of comments and reposts of the competition post increased significantly. New members and subscribers have arrived. Further positive dynamics without declines strengthened the confidence that we changed the settings correctly.

There were 4 days left until the end of the competition. We constantly monitored indicators and controlled budget expenditures. On the final day of the competition, the final data cut was made.

results

• Geography.

Subscribers of the group by location after the competition:

As we can see from the graphs, the number of Crimean subscribers has increased significantly. After the competition, they occupy a leading position in the geosegment, which means the client’s main wish was fulfilled 100%.

During the period of the competition, we collected more than 600 transitions to the group at a low cost per transition (eCPC).

• Key indicators of an advertising campaign.

The competition post received a large number of likes, reposts and comments, 120 people transferred from the entry to the online store.

In the end, even more participants came than we expected. The competitive increase amounted to 549 people - this is a third of the total number of subscribers before the start of the competition.

After the competition

conclusions

Project start date: December 18, 2017
Social networks: VKontakte, Facebook, Instagram, Odnoklassniki

about the project

Veda Village is a unique residential complex in St. Petersburg, designed for vegetarian families. The club quarter is located 30 minutes from the historical city center and 15 minutes from the nearest metro. The project includes not only residential buildings: a special school and kindergarten, a club with a variety of master classes, eco-friendly shops and beauty salons, and each house has a lounge area.

When the project came to us on December 18, 2017, the brand had two communities on social networks: the VKontakte group (numbered 9,954 people) and Instagram (6,756 people). Community content consisted of dry construction reports and vegetarian recipes. Advertising campaign was not conducted, so only a limited circle of the most interested users knew about the brand. Subscribers of the groups did not communicate with each other, did not ask questions to the community, they did not know about the opportunity to attend a free excursion to the residential complex. The brand did not analyze statistics; Yandex.Metrica was not installed on the site.

Tasks that were set

• To attract a new target audience to the group who would be interested in purchasing an apartment in a vegetarian residential complex.
• It is accessible and interesting to tell new users about the project, people who dream of living among like-minded vegetarians.
• Create a cozy club on social networks where you can find out interesting thematic news, chat, discuss problems that concern vegetarians.
• Install an analytics service on the client’s website and analyze the behavior of website guests who came from social networks.
• Increase traffic to the site, the number of apartment purchases and tour registrations.
• Promptly answer user questions, process requests, and dispel prejudice against the project.

Difficulties

• Specific target audience: vegetarians, vegans, fans of a healthy lifestyle. We needed to immerse ourselves in their world, to learn the right tone of communication with this special audience. Identify the most responsive and solvent audience.
• Specific product. We had to sell real estate (which in itself is not easy, because decisions about such purchases are carefully weighed and are never made spontaneously) in a residential complex in St. Petersburg, where only vegetarians who adhere to a healthy lifestyle are accepted, which is why there was negativity from those who who does not adhere to the philosophy of residential complex.

How we acted

Step 1. Changed the content of the communities.

Instead of monotonous posts, we included several types of posts in the content plan:

In advertising posts it was important to show the uniqueness of the complex in every aspect. We talk about the approach to construction, the infrastructure of the residential complex (spa center, school, kindergarten), and about the cool places in the area. To be honest, all members of the project team gradually wanted to live in Veda Village and fell in love with this residential complex.



Reputation posts.

We saved posts about the construction so that subscribers could see that the project is developing and alive. But we supplemented the boring “foot wraps” of the text with bright photos and videos, simplified the descriptions and presented them in the format of benefits.



We also regularly talk about how interesting it is to live in the complex, prepare materials about sports activities and master classes, so that subscribers imagine themselves in the shoes of the heroes of our reports and want to visit Veda Village in person.



The complex often hosts famous guests, such as Irena Ponaroshku (TV presenter, blogger), Sati Casanova (singer, blogger), Satya Das (popular Vedic psychologist, philosopher), Oleg Torsunov (public health specialist, world-famous writer and lecturer), Shalva Amonashvili (Soviet, Georgian and Russian teacher and psychologist). We are preparing a lot of materials with stars: videos from excursions, interviews.



Communication posts.

Vegetarianism is surrounded by many controversial topics, which we invited our subscribers to discuss. To do this, we use a magazine format: a mysterious reader asks for advice. In the post below, subscribers not only actively gave recommendations on feeding their pets, but also posted photos of their own furry vegetarians.



In addition, we constantly host games and publish puzzles, giving subscribers the opportunity to compete in the comments.



Useful content

To create a sense of common interests, as well as to gain an audience in the VKontakte group and other communities, we actively publish interesting thematic content.

Vegetarians are constantly looking for new recipes, so we spend a lot of time searching for good dishes.



Useful tips on nutrition and a healthy lifestyle in the VKontakte community are presented in a new longread format. This is also effective method attracting the target audience. Our subscribers love to read long texts, if the material is really interesting. We follow many vegetarian and vegan communities and study specialized literature to select topics suitable for the project.



We also monitor important news for vegetarians and publish them promptly. We publish quite a few additional posts outside of the content plan, since we believe it is important to notify about current events as early as possible. Subscribers willingly share such posts, spreading information about the brand.

Step 2. We developed and regularly change the design.

We are constantly making adjustments to our promotion strategy. There are a variety of changes, including seasonal design changes. Below is the winter design that the client chose at the first stage of cooperation, as well as several spring options. We didn't really like the last mockup presented, but the client loved it, so this particular option remained in the community.

Another way to bypass the smart feed algorithms that we use is to send VKontakte messages. We invite subscribers to receive notifications about competitions, promotions, and interesting sections in private messages. The newsletter is sent automatically using the corresponding hashtag.

An important point: this mailing list is not spam! Only those who have given consent receive it. To gather subscribers, we used a lead magnet - we gave everyone who signed up a recipe book. The sending was set up by keyword, so adding new subscribers and sending a gift occurred automatically at any time of the day or night. As a result, we managed to increase the audience of subscribers to the newsletter in the VKontakte group by more than 600 people (in 2 months).

Step 4. Connected the application to sign up for an excursion.

The residential complex has the opportunity to sign up for a weekend excursion for free. We use an app with a tour registration form to gather groups of new visitors. Within a month of using just one application, more than 20 people signed up!

Step 5. We prepare interactives monthly.

This type of post, produced using wiki markup, allows users to once again communicate with the community and discuss the results of the interaction with other subscribers. At Veda Village we strive to make them warm and positive. The interactive “Boomerang of Goodness” was very popular, where by choosing a petal of a seven-flowered flower, one could receive a task for a good deed.

Step 7. We hold competitions in communities.

The objectives of competitions are different - to increase activity/recruit a target audience. As prizes, we present seed sprouters, which are in constant demand among our subscribers.

results

Growth of the target audience in the VKontakte group: was 9,954 / became 12,345.
Facebook from scratch (there was a group, not a page): was 0 / became 1,168.
Instagram: was 6,756 / now 7,834.
Odnoklassniki: was 0 / now 916.
Entries for the excursion (personal messages + applications): more than 100.

Read also

Office software for a tourism enterprise Automation program for a travel agency self-tour

2023-10-23 00:05:22

VKontakte: quick password recovery is not available

2023-10-22 00:02:31

Autoclickers for mouse and keyboard Download autoclicker is very fast

2023-10-22 00:02:31

Classmates don't work!

2023-10-22 00:02:31