At first glance, it seems that complex niches hardly have a place in social networks. We will answer this way: “There are no complex niches – there are inappropriate communication channels!” In the case of our client MTL Group. Our main task was to select the right platform and promotion tools. We developed a mini-strategy and successfully implemented it using content and seeding in Telegram.
Results
Brought 1,215 users to the channel with 99 subscribers. We achieved a subscriber cost of 37 rubles. Increased the average reach of posts from 66 to 900 views. We selected 20 channels and placed guest posts on seven of them.
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About the project
MTL Group is a company that deals with international logistics, labeling, customs clearance, warehouse logistics and fulfillment services – full support of goods from collection from the manufacturer to delivery to the end consumer. The brand was looking for a replacement for the banned social network after it was blocked. Then we suggested seeding so that content on the channel would not be published in vain.
Tasks
Increase the number of relevant subscribers to the Telegram channel. Increase audience loyalty and engagement. Create an image of an expert brand in the logistics niche. In the long term, to increase sales of the company’s services.
Progress of work
We developed a mini-strategy in which we social media guidelines for law firms and lawyers proposed communicating with the target audience (men aged 25-34 and 35-44 who have their own product business) on the VKontakte and Telegram platforms. The strategy was based on three pillars: expert content (niche news, useful selections); communications; live content. At the same time, we chose niche news as the main expert content. Despite the apparent monotony, this format was liked by the audience, since the information was valuable for those involved in business.
We chose seeding as the main promotion tool. When selecting channels, we focused on the following parameters: topics (business, finance, investment, customs, logistics, foreign economic activity); number of subscribers (from 15 to 100 thousand); involvement percentage by gender (M greater than 50%); number of views of each post or promotion, we used one post with an active call to subscribe. You indicated a link to the community in two places: suddenly a subscriber in the advertised community will not want to read the post to the end. And vice versa: if he had not enough information at the beginning and he went further, he would need another call.
Results of the campaign
The most active audience segments: managers bbb org and owners of businesses in various niches, employees in the logistics sector. Worst topics: General news – too broad a topic that received minimal response. Placement methods: in selected channels we placed a post for a day to more accurately track the statistics of transitions. Invitation links were designed to track as accurately as possible who came from where. Best time to publish: 10:00–11:00 Moscow time. Unsubscribes .
During the campaign, there were no sudden mass unsubscribes – the highest unsubscribe rate at the time was 11%, after the promotion, the dynamics of unsubscribes decreased: there are either none at all, or in very small quantities. This indicates that there was no cheating by the administrators of the channels where the campaign was conducted, and that we were able to “hook” the audience with interesting and useful content for them.
Conclusions
Telegram is a great tool for promoting both simple and complex businesses. In the future we plan to: make repeat placements in successful channels with. A minimum cost per subscriber and with a native message, and also test the message with creative content in the post. Identify successful channels among competitors, place placements there, and. In the following selections focus on the business audience with good assets in the community; test communities with related business topics (for example, groups with podcasts and business literature). In addition to adjustments to promotion through guest posts. The plans include: adjust the brand’s overall SMM strategy. Adjust the rubricator and content formats in the brand’s Telegram account. Diversify the feed with engaging content and develop the community.
Data on those who signed up via an invitation link is. Displayed in statistics (although this tool turned out to be not entirely accurate). Additional creative to the post is not necessary due to the platform’s features, so we focused on the text. The logo is displayed in the preview – it attracts attention and replaces the creative.