Content marketing in a complex subject (public case). Part 6: about the leads, the Snip.ly service and the Fail with Vkontakte ads

Update. Previous parts of the case:

"The case can be closed, since the sales data will not be laid out. The crap will be normal." This is one of the comments of our reader to the previous case.

Those who hold this opinion can no longer read, neither this nor all subsequent cases of the Heliko project. Do not torture yourself.

And with those who remain with the TV series "Helicopters", we go further.

Judge by lead

I consider it necessary to place accents so that there is no misunderstanding and false expectations in the future. We, VelikaPlaza, are responsible for achieving three goals in this project:

  1. Increase brand awareness
  2. Increase overall targeted traffic on the site
  3. Increasing the number of leads

Why exactly they?

First, all three metrics affect the achievement of the main business goal - an increase in the number of sales.

Secondly, these are exactly the indicators that we have the opportunity to influence as an agency engaged in integrated Internet marketing.

What exactly? What metrics?

We clearly spelled them out for each goal and publish it on a monthly basis in our report (click on the image below to open the document in GoogleDocs):

In order to influence this, we have access to the site, a team of specialists, experts from the client, the budget.

Therefore, the main idea that I want to bring is judging by the leads. Because leads are a specific quantitative and qualitative indicator of whether the strategy we have chosen to run the project is working or not. It is enough for this assessment. The number of sales is an assessment of the work of the sales manager of Helico, whose place we did not plan to occupy.

I hope to not return to this topic again.

So what about the leads?

During the reporting period (June 2016), 15 qualitative leads were obtained with a total of 38 leads. Quality means that a potential customer has applied for a product or service that HeliCo sells or provides. We did not take into account, for example, requests for Russian helicopters, since HeliCo does not sell them - only foreign ones. The same applies to additional equipment that is not presented in the catalog.

From 15 leads:

  • 2 - requests for a helicopter;
  • 2 - for piloting courses;
  • 11 - for the purchase of additional equipment and repair of helicopters.

Most of the targeted applications came from the feedback form - 8 pieces, and 5 applications are calls to phone 8 (800).

We track calls from three channels - search results, social networks, e-mail distribution. The most effective channel for obtaining leads is organic search; there was one call from an e-mail list.

I give the general statistics on calls from CoMagic personal account for June:

CoMagic allows you to record many metrics, in particular: the date and time of the call, the number of the subscriber, the duration of the call, the manager who spoke, and most importantly - the recording of the conversation itself. We listen to all the conversations' recordings, determine if this is a target or a non-target lead, then we assign a corresponding tag to each call.

And now about what we have done on the project during the reporting period. Traditionally, I’ll start by creating content.

Materials Blog

Wrote and posted 4 blog entries:

Helicopters and detection of forest fires in Russia

Aerobatics - the art of aerobatics

Caution, power lines! Or the main danger of piloting at low altitude

About the imaginary competition of Robinson and Airbus Helicopters

news

Wrote and posted 4 news:

Bright airshow ended in Kuban

The largest Airbus Helicopters deal in 2016 was concluded with China

Sikorsky S-92 has flown more than 1 million hours in 12 years of operation

Airbus Helicopters provided helicopters for work on the Silk Road Rally

Paid Content Distribution Channels

In the past, I told about the case of 5 distribution methods that we used. In general, we put it on the rails. This time I’ll focus only on paid channels with our direct costs.

  1. Promotion of Blog materials on Facebook and Instagram

In total, we promoted 4 articles. For three, we used the Targeting tool, where funds were written off for clicks (transitions to the site), for the fourth - Raising publications: here we paid for the display (coverage). Each of the posts "spun" 5 days.

Why was it distributed in this way and preferred Targeting? Based on the priority - to get more unique transitions to the site. Raising publications is still about the involvement of the audience within the group, about likes and comments, not about traffic.

We look at the results of both companies:

Result on four campaigns:

  • total consumption - 2,000 rubles .;
  • the number of clicks (clicks to the site) - 310;
  • cost per click - 6 rubles.
  1. Advertising campaign in Yandex.Direct on search

The same advertising campaign worked, with the same settings as last month:

  • geo-targeting - Russia;
  • mode shows - around the clock;
  • strategy - weekly budget. To spend 1 400.00 rub. at the maximum rate of 30.00 rubles, receive a maximum of clicks.

Added only new ads for fresh materials in the blog. For example, for this article on the information request "helicopter flying risks" we created the following ad:

Campaign result:

Received 187 clicks, the average price per click - 10.61 rubles. Conversion in this case is a view of 2 pages. Consumption total - 1,985 rubles.

  1. Google AdWords Search Campaign

This campaign is similar to RK on Yandex.Direct, according to information requests for blog materials, only on Google search. Campaign statistics:

Received 210 clicks for the price of 9.22 rubles. per click. Consumption total - 1,937 rubles.

  1. Google AdWords CMS Campaign

Another our experiment. We promoted the infographics, which was published in May in an article about Robinson 44. For this:

  • carried the infographic to a separate page;
  • redid the title;
  • created 6 banners for ads under standard sizes, which Google specifies - 468 x 60, 728 x 90, 336 x 280, 160 x 600, 300 x 250, 120 x 600. Example:
  • set the settings:
    • type - display network only;
    • strategy - the maximum number of clicks;
    • budget - 50 rubles per day;
    • geo-targeting - Russia;
    • ad schedule - continuous ad delivery;
    • term - 8 days.

Campaign Results:

Received 146 clicks for the price of 8.41 rubles. per click. The total expense - 1,228 rubles.

Posting in social networks

Wrote and posted 8 posts in social networks. I will give links to posts on Facebook:

Is it time to learn to read the drawings?

Kazakhstan has demonstrated the power of its army

By Sao Paulo by Uber helicopter taxi

Hold the helicopter: beyond reality

Helicopters h235 will replenish the fleet of Russian sanaviatsii

Flying hotel: true or fantasy

Anna Semenovich is learning how to fly a helicopter

The world's first truck helicopter successfully tested

All indicated posts were also duplicated in groups:

E-mail newsletter

We continued the newsletter and took several actions to promote the subscription to it. We created a separate landing page for your subscription. To attract traffic to it, we:

  • posted a link with a call in the header of the site. The link is available on all pages:
  • Announced a subscription in all social networks in such a post:

Then they wrote materials, created and sent two letters with an interval of two weeks. Letters see the links below:

In fact, these are two separate full-fledged material in the format of articles. In order to preserve the unique value of the mailing, we, except as in it, do not publish these materials anywhere.

We look at the results:

1) Statistics of the letter "Trackers SPOT: helicopter flight at a glance"

2) The statistics of the letter "Headsets - for a quiet and comfortable flight"

We look at the data Yandex.Metrika:

We received 34 transitions with good behavioral from both mailings.

In general, we have already sent three letters, including the starting list in the last month. I will cite the summary statistics for all three letters in order to see the dynamics of the indicators:

As you can see, the last list is inferior to the previous indicators. In particular, the percentage of opening letters decreased from 42.9 to 20.9%. We assume that the topic of headsets has not gone.

I also note that the number of subscribers is gradually increasing: we started with a base of 56 addresses, the third one was sent to 67 addresses. Plus 11 addresses to our database per month.

Smart content coding with Snip.ly

I'm sure many people heard about content curation. This collection, systematization and re-publication. And this applies to both their own and other people's content.

For example, you read a cool article on N site and are sure that it will interest your target audience. You repost this article in the group of your company on the social network, giving your subscribers the opportunity to see it. The bottom line is that here you act as a filter, selecting the best materials for your Central Asia, thereby forming your own image of an expert who tracks trends and news.

One of the curation tools is Snip.ly. It is used at the moment when you are going to share a link to third-party material in your groups. You need to wrap this link in Snip.ly, create and issue a call-to-action with a link to your site.

I will show an example.

Here is an article that we decided to share in our social networks. Before the repost, we wrapped the link to it in Snip.ly by issuing a CTA:

That is, the profit is that the first is that you fill your group with relevant useful content, the second is that you provide additional traffic to your site from this article.

It gave us three transitions with good behavioral:

Few? Yes, expect more. The potential of the tool itself is much greater than these three transitions, since the number of transitions depends on the site traffic, the relevance of the topic, and the design of the CTA.

In addition, there is a free version, the main limitation of which is 1000 clicks on a call to action. We used it.

Facebook and Vkontakte Targeting

Working on the goal of “increasing the number of clicks to the site,” we launched advertising campaigns on Facebook and Vkontakte using Targeting.

I already mentioned this tool above when I talked about content distribution on Facebook. A similar function is in the network vk.com.

Details on how we set up a promotional campaign on Facebook, I wrote in the last report. Since we were satisfied with the result, we did not change anything in its settings and continued to lead as is. Immediately bring the results of the campaign on the FB in June:

Received 319 clicks at a price of 3.13 rubles. Total expense - 1,000 rubles.

Now about RK in Vkontakte.

This is how the post we created looked like:

Settings:

  • audience - from 25 years;
  • coverage - 54 160 000 people;
  • Subjects - Transport services (auto / moto), Maintenance (auto / moto);
  • geo-targeting - Russia;
  • budget 1,000 rubles .;
  • schedule shows - without restrictions;
  • price per 1000 impressions - 6 rubles;

    In this case, the recommended price was 09.01-11.26 rubles. We set below recommended for the purpose of the experiment.

  • restrictions - up to 100 impressions per person.

    This setting is worth putting down: it is justified - if a person has not clicked on an ad that was shown to him 100 times, then he will not click on the 101st.

From the minuses of campaign settings - the inability to select the schedule of hits: (

We look at the results:

Total: consumption - 1,000 rubles, 23 clicks. The click cost us 43 rubles. Very low CTR - 0.014%.

Poorly. Expensive. But it is clear why - it is necessary to work out the interests of Central Asia more subtly, to cut off all non-target ones to the maximum, then there will be no budget drainage. Consider this in the next campaign.

Retargeting (remarketing) in Yandex.Direct and Google AdWords

Let me remind you that we launched these campaigns last month. Their essence is that the advertisement is shown to users who have already been on the site and have committed there any target action.

A few words about the settings that we set.

In Yandex.Direct:

  • the condition of audience selection is viewing of 3 pages of the site;
  • mode shows - around the clock;
  • strategy - independent management for different types of sites;

    On Search: Impressions are disabled.

    In networks: weekly budget. To spend 1 400.00 rub. at the maximum rate of 30.00 rubles, receive a maximum of clicks.

  • geotargeting - Russia.

The ad looked like this:

In Google AdWords:

  • condition of audience selection - new users, view three pages of the site;
  • mode shows - all days from 09:00 to 23:00.
  • strategy is only the Display Network. Budget 150 rubles per day;
  • geotargeting - Russia.

Announcement:

I will give the results of both companies:

1) Yandex.Direct received 55 clicks with an average price of 16.27 rubles per click. Consumption - 894 rubles.

2) Google received 301 clicks at a price of 7.5 rubles per click. Consumption - 2,257 rubles.

New site programming

We have programmed the site, transferred all the content from the current site to it.

The last thing left from the global one is to put the helicopter cards in order: fill in their specifications, add a photo. And then already - transfer to the "combat" domain. Very soon.

About traffic results

We continue to grow. Here are some screenshots from the Yandex.Metrica service:

  • The number of visits in June was 5138:
  • The number of unique visitors in June was 4074:
  • channel traffic:

That's all for now. Stay with us!

Update. The next part of the case:

Watch the video: what is content marketing? content definition, basics, and best practices (October 2019).

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