4. Content plan
In Telegram promotion, it's very important to have the right combination of promotional seeding and content. Therefore, seeding release dates should be coordinated with marketing promotions and content plan.
What kind of content to publish in the channel
Different types of content solve different problems. Emphasis should be placed on three formats: about the product, about the company and reviews. These publications answer the main questions: what you can buy and why you can be trusted. Company posts build reputation, product posts sell, and testimonials build trust.
The use of other content formats depends on the specifics of your project, the goal of promotion and the audience. At the initial stage, the three formats mentioned above will be sufficient. As the channel develops, add new headings with useful and interesting information.
If it is difficult to create content, study the experience in your field and analyze what works and what does not. And then test your hypotheses in practice and adjust your strategy if necessary.
Once you've decided on publication formats, create a content plan for the week or month that includes the format and topic of the post. Include the dates and what day you are going to publish what content.
How to sell via content
You can use several options for selling in Telegram: accepting an order in a chat, transferring the customer to a website or an offline spot.
The key is to respond quickly to user requests. In the niche of simple services the client is willing to wait for an hour, in rare cases a day. If he doesn't get an answer within this period, there's a high probability that the client will go to a competitor.
5. Develop mechanics for a chat-bot
Bot can be used for different purposes: mass mailing, chain of welcome messages, or interaction with subscriber through action buttons.
How to use mass mailings
You can use the bot to send emails as you would send a regular personal message. They are most often used to announce promotions, discounts, sales, new products, events, and so on. There is an occasion - a letter is sent.
So plan your marketing activities and immediately add a promotional email to your content plan.
How to use email chains
A chain is a collection of emails that are sent one after another at a certain interval. Such chains are triggered by some action, such as launching a bot, or the onset of time - Monday night.
Chains of letters are a powerful sales tool. They can tell about the brand, demonstrate products and services, their advantages, sales pitches, feedback, answer frequent questions, work off objections, offer discounts and motivate to make a purchase.
An example for a chain of letters in a product niche:
How to use actions in a chatbot
Chatbots are complex mailing systems with linked emails. They allow you to send publications based on triggers: at a certain user action, on a certain day of the week, when a certain number of points is reached, and so on.
Usually chatbots are used to create complex chains based on user actions, gamification and answering user questions.
To design the mechanics of a chatbot with actions, you need to understand what tasks it will perform and think through the funnel the user will go through. Then you have to create an action map showing all the messages from the bot, what will happen with each possible action, and what services it should be connected to.
How to analyze the chat-bot effectiveness
The main metrics are the number of sales or other target funnel actions made by the bot. But if you are interested in improving its performance, you can also look at its usability parameters.
For example, by analyzing at what question or action users stop interacting with the bot, you can understand the chain error. Then change the logic of the bot or reduce the number of questions so that users reach the desired target action more often.
6. Run user engagement
Seeding is the main way to attract an audience within Telegram. But new subscribers can also be attracted from third-party sources, such as a website or other social networks. Let's analyze each method in more detail.
How to use messages in promotion
Before you start an advertising campaign, you need to think about the portrait of the target audience: gender, age, interests, geo, income level. The advertising post should hit the interests and pains of the target audience as precisely as possible.
There is practically no information on the socio-demographic parameters of the audience in Telegram, so the interests come first.
Next, it is necessary to select the channels for posts according to the interests of the audience.
These can be searched through Tgstat and Telemetr, by topic, or directly in search engines using keywords. Next, channels should be analyzed for the quality of the audience.
The volume of the channel audience does not play a major role. In some niches, placements with millionaire bloggers work well; in others, placements with microbloggers or in thematic channels.
Coverage of publications is important because it influences the cost of placement. For the calculations usually use the rate CPM - the cost per 1000 impressions. There is an average cost per thousand impressions in different topics, which most channels rely on when creating prices for advertising.
The disadvantage of seeding is that it is impossible to accurately predict the growth of the audience. Even if the bulk of the channel's subscribers are targeted, some of the users won't be interested in the offer. And that's okay.
After placement, evaluate the results. The main metrics are the reach of the advertising message, growth of subscribers, and cost per subscriber. Compare the results of different seeding and draw conclusions, in which channels and which offers worked better.
How to attract the audience from other sites
It is also possible to transfer the audience from the website. For this purpose, set up special forms for contacting the technical support with the ability to go to Telegram. After the issue is resolved, the subscriber will remain in the contact database and you can communicate with him through newsletters.
You can also transfer from other social networks using lead magnet. Offer the audience a discount, certificate, or useful content, which can be received in a chatbot or on the channel. On your site, you can place such an offer as a block of a landing page or a pop-up window.
And remember:
That content in Telegram comes first!
