We at the Irish digital school D’SKUL talked to Sergey Kokarev, the director of strategy at the digital agency April and a teacher of the Digital Marketing Diploma course . Among the agency’s clients are such famous companies as Estee Lauder, Audi, Yandex. Working with them, Sergey selected and presented five HARMFUL pieces of advice that you should not follow if you want to succeed in promoting your brand on social networks.
Attract as many subscribers as possible
You cannot control this factor: the social network, following its algorithms, decides itself who and what content to show. Therefore, investing in subscribers is a rather risky story. The subscriber you paid for can stop seeing your publications at any time.
Another reason why investing in subscribers is not the most justified investment in 2020 is organic audience outflows. Often, this is due to the fact that the audience being attracted is not quite the target audience.
Of all those who came, the only ones who remain subscribers are those who forgot to unsubscribe from the brand page after the contest. And, unfortunately, they are not interested in the content. Moreover, many unsubscribe as soon as they see that the company is engaged in such giveaways. As a result, your costs do not justify themselves, and this once again confirms that subscribers are not the most important expense item.
In addition, investments in subscribers do not justify themselves compared to advertising aimed at engaging the audience and increasing reach
Get hooked on performance marketing.
Performance marketing is advertising aimed at the cost of attracting an application attracting applications – for example, collecting phone numbers. For example, collecting phone numbers and email addresses – when placing an order, customers enter this information in special fields. Later, all this data is collected in a common database and used in subsequent advertising campaigns.
Bulletin boards and forums can also be attributed to this type of advertising. This approach effectively stimulates sales, increases coverage and allows you to constantly keep your finger on the pulse, flexibly directing the company’s actions.
Example of a bulletin board
What’s the problem? In fact, such global seo work advertising, as a rule, does not give any effect in increasing brand awareness, and as soon as you turn it off, you stop receiving applications. So you have to turn it on again. As a result, you get hooked on the performance marketing needle and your brand stops developing.
What’s the truth: it’s better to invest in brand recognition – if we’re talking about social networks, launch reach advertising, video advertising, or even attract subscribers (but only high-quality ones!).
There is a large study on the effectiveness of launching advertising campaigns on social networks. It is called “Why do audiences remember YouTube ads?” However, despite the name, its results are applicable to other social networks as well, since all successful platforms use approximately the same advertising formats.
YouTube analyzed how people react to advertising and found that regular videos, which are usually shown on TV for 15 or 30 seconds, give minimal results. It is best when advertising is a kind of narrative – a story, a story told in several parts.
