How to properly manage a VKontakte group, Facebook page or other social networks

VKontakte is a social network where users can create profiles, communicate with each other, share photos, listen to music, create playlists and more. Vkontakte is available both in the browser and as a mobile application.

The Vkontakte network is interesting as a marketing tool with a large reach, flexible targeting settings and various advertising formats, which, among other things, generate traffic to the site. Considering the number of active users on the site - about 26 million people with a gender distribution of almost 50% to 50%, this is also a huge concentration of an active Internet audience.

Checklist for creating and setting up a company page from scratch

1. Register on a social network using your email or Facebook account, or log into your account if you already have one. When registering, you must be linked to a mobile phone, which guarantees security against hacking.
2. Go to the “My Groups” section and choose to create a group, public page or event.

• A group is created to unite people into a community of interests.
• A public page is created to directly promote a personal brand or company.
• An event is created to publicize and organize a planned concert, party, meeting, etc. (for business, creating an event page within the group itself is more suitable).

Create a group

1. A group is created literally in one click. You need to select the “Group” option, define a “topic” and click the “Create Community” button.
2. After creating a community, a block appears for filling the group with information

1. When filling out the information, you must choose whether to leave the group open or make it closed. You can make these settings later.
2. After filling out and saving all the fields, the group page opens, which needs to be designed visually (choose a cover, an avatar, fill albums with photos) and fill it with basic content.

It’s best to start recruiting people into the group after publishing the first 10 posts.

Creating a public page

1. If you need to create a public page, you must also select a topic and click the “Create Community” button.
2. You will then be asked to select a page type.
3. Then you need to fill out all the necessary information. The difference from a group is that the page cannot be closed - it will be available to everyone.
4. After filling out the basic and additional information, you need to add an avatar and cover to the page, fill out albums and product cards. It’s worth developing a template for posts in advance so that the community’s content stands out from other communities in the user’s feed.
5. Fill the community with basic content (minimum 10 posts).

Goods

Products section - prices are indicated in ascending order - the lowest prices should be on the display.

Detailed description in the product card itself. And if there is a website, add a link to the product card. The “Write to the seller” button is linked to personal messages from the person who leads the group, or the manager who monitors the group

How to maintain a VKontakte account

What content to publish

• Content about the company and products: stories about corporate culture, mission, values, communicating the USP of the product.
• News about the company, promotions and discounts.
• Entertainment content: memes, photo collections, etc.
• Images of the behind-the-scenes life of the company, which shows the “inner kitchen”, a story about the employees.
• User Content. It is tracked both on VKontakte and on other sites. Can be used as feedback from customers and increasing loyalty among the audience.
• Quotes. They can be designed both on the picture itself and in plain text with a selection of photos. To design such posts, you can use the Canva graphic editor.
• The use of situational marketing, when a brand uses situational news items in its content.
• Infographics. An excellent format for presenting information with a large amount of digital data.
• Expert articles. If a company is engaged, for example, in educational activities, then it is worth conveying its expertise to the audience.
• Useful content, for example, in the “did you know?” format. or number of the day.
• Survey for community/public members.

How to select content

There are three types of content in the content funnel:

• Entertaining: evokes emotions in the audience
• Expert: Educates the audience
• Branded: increases product recognition by stylizing pages or their individual elements to match its appearance or external features.

There is no clear rule about how much there should be. The main thing is not to fill the community with branded content alone.

Today there are more than 40 content formats on the market; it’s worth trying each of them and seeing the audience’s reaction. VKontakte is also an ideal platform for working with audience loyalty. And if the main goal is to provide customer support, you should give preference to this particular social network.

How to choose an audience

Thanks to its wide targeting capabilities, you can select almost any audience segment, from the most basic settings (age, gender) to travelers. All necessary settings are set in the advertising account.

How often to post

There is no clear rule on how many posts you should publish per day. Everything is individual and depends on the topic. You need to experiment and see how the audience reacts. As a starting point, you can take 1-2 posts per day.

How to promote

VKontakte has wide advertising opportunities, both to attract an audience to the group and to increase traffic to the site.

What should a copywriter post on the wall?

For promotion, it matters what you post on the wall and where you repost from! Publications must include posts on copywriting and marketing in general. After all, you like your job?

Feel free to repost useful materials, videos, infographics . And it will be useful to you, and it will show customers that you are in the know.

Just keep in mind that a repost can lead an interested reader away from your page to a competitor’s page irrevocably. Therefore, you should not share other people's materials too often. Publish more of your own, interesting and useful ones .

And it’s better not to repost just like that. Before sharing, write at least a few words about this material, tell us what it is about, and express your opinion. This is how appropriate and harmonious Anastasia Derbasova does it →

Experts in building your brand recommend publishing only materials related to your profession on your work page.

But I wouldn't treat it so strictly. On my page there are publications on cooking, handicrafts, humor, just beautiful pictures - and this does not interfere with my work at all.

On the contrary, thanks to personal posts, visitors understand that a copywriter is a normal, living person.

Even on the Internet, we would prefer to work with a person rather than with an abstract brand. And the new clients whom I find through VKontakte treat me quite friendly, and I have very cordial relationships with old clients :))

Here is the example of Nadya Bogdanova. Professional posts...

Just like in your news feed, posts on your wall scroll down. But you can pin one post at the top of the wall (click on the publication date of the post and below you will find the “pin” link). This could be an announcement about your promotion, a price list, or a post on a specialty.

A visitor to your page will see the pinned post on your wall first. It will help him quickly find the answer to a question (for example, about the price of texts) or simply better understand what you do .

I hope this article helped you understand what a freewriter’s work page is and how to design it correctly. If you have any questions, ask them right here in the comments.

And tell me, do you promote yourself on the VKontakte network (or another social network)?

February 6, 2021. Published in sections: Working with social networks. 8176

More than 97,000,000 people use VKontakte every month. Moreover, in recent years, the site’s audience has matured and people of different ages are registered on it. As a result, purchasing power has increased. It is not surprising that the social network has become an effective means of sales, increasing company awareness, and developing loyalty to it. If you wish, you can reach your potential clients! It is only important to show your brand and engage users in a “dialogue” with it. This will be discussed in our article. We will provide detailed instructions for action. Let's begin!

Paid and free promotion formats

Paid

• Public advertising - posting a post in groups with a similar target audience (posting is done through a public exchange, for example Sociate).
• Targeted advertising (see options here).
• Post promotion (photo or video) - advertising publications in the news feed. Settings are carried out in the advertising account.
• Buying offers is inviting users who, for a certain reward, join a group and perform actions in it. You can purchase offers from companies like B-Like. It is considered not the best way to promote due to the low quality of the acquired audience.

Free

• Publishing interesting and high-quality content
• Invitation to personal messages - the community administrator sends personal messages to the audience inviting them to join the community
• Conducting competitions where one of the rules is mandatory membership in a group or subscription to a public page.

Maintaining a community on VK

9. Be sure to use delayed posting in a group on VK - this will save a lot of time.

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Stretch the publication of posts throughout the day with a timer for 15-20 minutes after the hour. This is due to the fact that 90% of communities publish posts every hour (14:00, 15:00, 16:00) and the news feed of subscribers is completely cluttered during these hours.

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Therefore, set the timer for 15-20 minutes (14:15, 15:20) after an hour and then subscribers will definitely notice your posts and your reach will increase.

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10. Set up a connection between yourself and group visitors.

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The best way is to connect messages from the VKontakte community. This way, visitors will be able to ask you any question and receive an answer on behalf of the community.

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11. Install a Spycat widget for a VK group that will attract the attention of visitors.

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The widget is displayed under the main group information and contains calls to action.

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12. Connect products in the VKontakte group, if any.

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A very useful feature for commercial communities that are created to sell goods/services on social media. networks.

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13. Sending messages in a VKontakte group is a great way to establish communication with subscribers.

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Send important news to those who have signed up for your newsletter.

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Where should links in posts lead to the site?

There are several options:

Video

In all videos uploaded to YouTube, insert a cover so that there is packaging and wrapping that will catch the user’s attention. Videos without a wrapper look very crude, in which it is already clear that there will be no interest in downloading them.

Here's an example of what a video cover should look like:

The click-through rate of a video with a cover is many times higher, because there is packaging - a wrapper that attracts the audience. The picture should play its role – arousing interest in what’s inside.

Implement!

Basic paid and free forms of content

Paid formats

• Targeted advertising

• Advertising in public pages

• Promoting posts in the feed

Free formats

• Holding a competition

• Invitation in private messages - a welcome invitation letter for another user

Free promotion methods

Publishing interesting and high-quality content

• Maximum response from the target audience

• Due to the large volumes of content appearing in a user's feed, there is a risk that posts may not be noticed.

Invitation to private messages

• Point of contact with the target audience

• High probability of being banned/blocked (if users actively click the “spam” button in response)
• You can send a maximum of 20 messages per day to “non-friends”.

Conducting competitions

• Opportunity to increase loyalty among the audience

• There is a high probability of collecting prize-catchers (people hunting for competitions) in the competition, who will subsequently unsubscribe from the community.

Paid promotion methods

Advertising in public pages

• Large coverage
• Point of contact with the target audience.

• There is a high risk that the audience will not notice the message due to the large volume of publications in the public itself.
• Risk of having a low-quality audience

Targeted advertising

• Flexible targeting settings.
• Ability to customize advertising to competitors' audiences.
• Ability to customize narrow audience segments.

• High price
• Low level of transitions to the site from the social network in comparison with search.
• Low motivation of the network audience to click on the ad, since users come to VK, first of all, to communicate, and not to buy.

Post promotion

• Native placement (definition: a message that is perceived not as advertising, but as material useful to the audience). The post is not perceived as advertising.
• Possibility of getting into the feed of users who are not subscribed to the public.
• Low cost per click.

• Low-quality audience.
• The probability of not being seen in the user's feed.
• The function is only available for groups of 5,000 people or more.

Purchasing offers

• Low cost per offer.
• Fast promotion of the community.
• Minor activity.

• A high percentage of unsubscribing or blocking cheated participants.
• There is a high probability that the page will be blocked by the VKontakte administration.

VK VKontakte page design that will increase business conversion tenfold

Hello friends, glad to see you again on the pages of my blog. The things that I want to talk to you about today, in my opinion, should be clear to every person who is involved in building a business on the Internet, but... Why do many networkers and information businessmen lose 90% of potential clients and partners in their business? Today we’ll talk to you about the correct settings and design of a business page on social networks. When you pay attention to the pages of online entrepreneurs on social media. networks, you begin to understand that 90% of entrepreneurs do not understand that the correct design and setup of a page on social media. networks depend on sales conversion and for this reason, out of 10 potential partners in their business, they get it, or even cannot understand why people don’t go to their business and don’t buy products. Why is proper page design on social networks IMPORTANT for high sales conversion? Let's think together. You are offered a business by several people you don’t know, one of them is dressed and looks like a businessman, the second is in a T-shirt, shorts and with beer, the third actually turned to you, excuse me, oh, the fourth is in a cat suit. Whose business offer would you be inclined to accept? Insanity, you say? But this is exactly the picture I see on the social networks of “Internet businessmen”: someone took a photo of themselves from behind, someone posted a cat avatar or a photo of a fashion model, and someone managed to put a photo with a naked torso or even take a photo with a bottle of beer. Friends, a person gets their first impression of you only once and you only have a few seconds for a guest of your page on social networks to either become interested in you and, in the future, your offer, or leave and never return. In this video, I will show you how to properly set up and design your page on the VK social network VKontakte for business and thereby increase sales conversion tens of times. watch the video

VK VKontakte page design that will increase business conversion tenfold
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