Vkontakte promotion - useful instructions

Useful instructions for promoting Vkontakte for beginner SMMs. A small digression into history. VKontakte is a Russian social network that was launched in 2006. The initial goal of creating VKontakte is to unite the age audience from 16 to 25 years old.

The variety and availability of features such as posting photos, posting audio, posting videos, creating groups, etc. quickly popularized the social network among the represented age group.

Closer to 2010, open opportunities and targeting the audience of students had a negative impact on the image of this social network. From that moment to the present, VKontakte introduces a number of strict rules and restrictions.

Today VKontakte is the leading social network in Runet. A number of innovations and the attraction of a new age audience had a positive impact on the development of VKontakte.

An SMM specialist should understand the following:

• VK is not a full-fledged website or online store.
• The audience of a social network - in general and in general is a potential client.
• Objectively, only a small part of the general audience belongs to the target consumer.
• The interests of the audience directly depend on its age and social status.

Vkontakte promotion - the beginning

Before you start promoting

Competitors in a particular area are not as well-known brands as start-up companies or those who have been on the service market for the previous 3-5 years.

• Competitor location in VKontakte search results
• The number of keywords for which a competitor is represented
• Number of members in the group (per page)
• Information component of the content in the group (on the page)
• Comments-wishes of the participants of the competitor group

Create a group or public page?

The choice of one form or another directly depends on the plans for interaction with the audience. It is possible that both forms exist for the same company, however, this will most likely disperse the audience.

A group is a type of community that allows you to actively interact with the audience. Ideal for companies and individuals whose customers need a dialogue with service representatives.

Public pages - in comparison with groups, they have fewer functions. Or these functions are inconvenient from the point of view of usability. For example, creating topics. In Groups, topics are created and placed on top of the information wall. On the Public pages - on the side.

Public pages are ideal for companies and individuals who are interested in delivering information. Dialogue with users is optional.

There are also a number of functional differences. So Public pages do not allow: creating news, internal pages, individualizing the design, leaving posts on the wall (closed to users), deleting members.

The choice of one form or another of the community should be based on the goals of promotion in the social network.

*Important! The function of reformatting a public page into a group and vice versa has become available.

Name and description of the group (page).

The name of the group should contain 1-2 key requests for which the project is being promoted. Oversaturation with keywords is unacceptable. The name of the group can consist of only one company name (the name of a private person) only if it is well known to the target audience (for example, "Coca-Cola" or "Dima Bilan").

The description should be clear, concise, contain basic information, contact details and a link to an external site.

Content Shaping

Content for a group (page) is the foundation. Text and graphic content (including video) should directly relate to the topic of the community. It is permissible to indirectly touch on the topic in a percentage of 65% to 35%.

It is strictly unacceptable in promotion to copy the content of competing groups, as well as posting content that is not related to the subject of the community. Jokes, memes, etc. should be related to the topic of the group. Entertainment content (if the community is not of an entertainment nature) should not exceed 10-20% of all content in the community.

Interest in a group (page) is also affected by the amount of text content and accompanying materials to it.

The optimal amount of text is up to 500 characters without spaces. Let's say the text is larger in volume, but it is recommended not to exceed 1200 characters without spaces.

Each text note must be accompanied by material, whether it be an image, a survey, an audio or video file. This is necessary to simplify the perception of the material by the user.

For links there is a separate block under the same name. This block can be used both for links to an external site and for links to friendly groups.

• To Home Page
• To the contact page
• To the catalog of goods or services

Reciprocal links to friendly groups lose their relevance. If you still need to exchange links with friendly groups, only link to those that have a certain reputation on VKontakte.

*Important! It is highly desirable not to exceed the limit of 2 links per day. The link must refer to the published information.

Topics in the community on VKontakte

If you're creating a group that will have topics at the top, it's a good idea to prevent users from creating an occasion to chat on their own. Topics are one of the first things a group visitor will see. Therefore, it is important that the list presents the main points, such as topics:

• FAQ
• Community Rules
• Contacts
• Reviews

There shouldn't be too many. Everything that does not have a long-term perspective in communication should be posted on the wall (in the feed) of the group.

Create video and photo albums

Photo albums and video files posted in the group should be related exclusively to the topic of the community. The quality of content in the formation of photo and video albums is a determining factor. If there is a large amount of photo and video material, but does not affect the topic of the community, this negatively affects the image of the group.

*Important! The best graphic works are placed in the main community photo album.

Promotion of Vkontakte groups

Audience attraction

The new community (as well as the community, the promotion of which has not been given due attention) has low values ​​in VKontakte. This minimizes (reduces to 0) the number of visits in the group and the formation of its size.

There are several tools to attract an audience:

• Sending community invitations to friends
• Using ad exchanges New
• Group membership fee New
• Manual sending of invitations to the community
• Community button (block, banner) on an external site
• Exchange of mutual links with friendly groups
• Advertising in groups of similar topics
• Contextual advertising VKontakte (target)
• Contextual advertising GoogleAdWords

Sending community invitations to friends– relevant only if the account from which the group is promoted has more than 500 friends. People who are in the list of friends of the account must be loyal to the invitations sent out. If there is a possibility that many of them will click the "Spam" or "Report" button, you should stop sending invitations to friends.

Using ad exchanges- at the moment there are several exchanges of advertising. Among them are Feedtime, Plibber Sociate. More convenient is Plibber.ru (less commission and more stable) and sociate. Recently there was a useful update, coverage of posts and CPM communities.

This means that now you can:

1. find out how many subscribers will see your advertising post
2. predict the results of an advertising campaign
3. see if the audience of the community is suitable for age and geography

On the other hand, you can earn from your group or public page. The price for advertising ranges from several tens of rubles to several thousand per post / repost.

Watch the video, so it's more clear. From the first minute it is told for advertisers, from 08:15 minutes - for administrators:

Group membership fee- a tool that involves third-party resources (for example, the automatic online cheat service soclike.ru - proven, works well). To date, there are a sufficient number of such resources, therefore it is extremely important to choose the most reliable and at a reasonable price.

*Important!

But even in soclike, with basic cheating, there are no guarantees that these subscribers will not turn into “dog faces”. To keep subscribers real, and not by bots and they have not “spoiled”, use the Vip cheat tariff.

The number of paid participants who joined the group should be determined by the age of the group and the systematic publication. For new groups, it is recommended to create content for 10-20 days and only after that start paying for joining the community.

Should be understood that payment for joining a group is a tool whose main goal is to visually increase the number of participants in the community and, on this basis, form a loyal attitude towards the group on the part of potential customers.

Manual sending of invitations to the community is the least efficient way. Relevant only in cases where it is required to attract an audience in the city and / or there are no funds for other types of audience attraction. This tool assumes the presence of at least 10 fake (fictitious) accounts from which the mailing will be carried out. At the same time, each fake account should be as similar as possible to the account of a real person.

It is highly desirable to address the user to whom the letter is intended, by the name specified in his account. Also, before sending a message, you should make sure that the account of the user to whom the letter is intended is as similar as possible to the account of a real user, and not a bot.

*Important! It is not recommended to neglect the indicated figures for manual mailing of messages. VKontakte tracks the percentage of emails for spam and the number of email complaints. Ultimately, this affects the rating and issuance of the group in the search engine of the social network.

Community button (block, banner) on an external site- a prerequisite for attracting the target audience. The button (block, banner) should be on the main page, as well as on the Contact information page. It is optimal to have a button leading to the group on all pages of the site.

Exchange of mutual links with friendly groups- today the weight of such an exchange for issuing a group in the VKontakte search engine is minimized. The exchange is relevant only to attract potential customers who are members of a friendly group.

*Important! Make sure that after exchanging links to groups, administrators of a friendly group do not remove links to yours. If this happens, contact the group administration to clarify the situation or remove their link from your group.

Advertising in groups of similar topics- one of the most effective types of advertising that requires a budget. The cost and conditions of advertising in groups of similar subjects depend on the degree of promotion of the group, on the number of visits and activity in it. This type of audience attraction should be resorted to only in cases where you want to not only advertise a group, but also advertise a product (service) and a group.

*Important! Make sure that the group offering advertising services does not publish more than 2-3 (preferably 2) advertising links per day. The social network VKontakte imposes restrictions on a group that violates the policy of advertising on VKontakte.

Contextual advertising VKontakte- the most expensive, but the most effective way to attract target customers to a group. The minimum budget for advertising per day is 100 rubles. Targeting is possible (setting ads by gender, age, country, city, interests, etc.).

Contextual advertising GoogleAdWords- contextual advertising of the group in GoogleAdWords is relevant only in cases where the promoted project does not have a website or blog. The initial cost of GoogleAdWords contextual advertising is approximately the same as the cost of contextual advertising on VKontakte.

The principle and schedule of posting in the community

The systematic publication of posts in the community directly affects the issuance of a group (page) in the search engine of a social network. It is extremely important not to confuse the systematic publication with the number of posted posts per day.

Systematicity is important in terms of group management. The number of posts directly depends on the subject of the group. Recommended regularity - daily publications. The recommended number of posts per day is from 1 to 5 ( optimal - 2-4).

It is worth noting that excessive saturation of the group's material in the user's activity feed has a negative impact.

The posting schedule depends on the predominance of the audience according to the principles of "age-social status". You can view information about the audience in the "Community Statistics" section.

When building a publication schedule, the following are taken into account:

• Work-study time
• Travel time
• Possible marital status
• Day/evening activity (visiting clubs, cafes, etc.)

On average, the optimal time for posting is hours:

• From 11:00 to 14:00
• From 14:00 to 17:30
• From 19:30 to 22:30

Adjustment of the schedule of posts can be carried out after the formation of the main audience of the group, based on the activity of private traders.

Using the "Timer" function, you can set a schedule for the automatic publication of posts (no more than 10 automatic publications per day).

Group activity

When promoting a project on a social network on VKontakte, it is important to understand that activity in a group depends on the subject of the group. The Best Movies group will have a much more active audience than the All About Cookware group. Also, activity in the group depends on the ability of the audience to express their subjective opinion.

*Important! Over the past 3 years, the activity of the audience of the leading social networks has significantly decreased. The prevailing number of users prefer to receive information in a passive mode. Or participate in the discussion when it relates directly to the subject (for example, the user has purchased a product and writes a review about it or asks a question about the operation of the product).

Activity in the group is expressed by three main parameters:

• Likes (participation in voting);