How to send ads by email. How to send ads automatically. Free social media advertising

Newsletter via e-mail is considered a convenient and inexpensive way to attract customers. It is actively used by Internet entrepreneurs and not only. How to make a mailing list by Email, how to increase its effectiveness, what myths are associated with it - read the article.

Major misconceptions

It is generally accepted that mailing is easy and simple. It is enough to have a database of addresses and regularly send letters with offers to buy this or that. However, take a look in your box. How many emails do you go to spam? How much do you delete without even opening it? When was the last time you bought something after receiving a letter like this?

technical knowledge on how to make mass mailing Email is clearly not enough for a good result.

Firstly, the address base must be legal, purchased subscribers or received from a partner will not meet your expectations. Ideally, the target audience should be collected.

Secondly, the letters should contain interesting and useful information. Equally important is the form of presentation of the material. You need to write in such a way that you want to read the letter. Headlines are extremely important, otherwise no one will open the mailing list.

Important plan. You should know in advance when and what you will tell your readers about.

A simple conclusion follows from this. You need to learn how to do email marketing the right way. Read books, take part in trainings and, of course, try in practice, look for your own approaches and methods.

How to do email marketing the right way

The purpose of emails from a company is to sell your product. But you can get there in different ways.

1. The first way is gaming. A certain fictional character is created - the hero of letters. Stories are told on his behalf, he can also share his opinion or impressions about something. The purpose of such letters is, first of all, to entertain the reader, but also to offer a product too. Play and sale should be separated. As an analogy, one may recall interesting program with ad blocks.
2. The next path is cognitive. It is this strategy that is followed in the Megaplan mailing list. Letters are a kind of business magazine filled with useful information. Articles are written by authors or reprinted from other sources. Thanks to this approach, audience loyalty and an expert image of the company are formed.
3. The third option is direct sales. It is considered the most ineffective of all possible. These are the emails that most often end up in spam. Even with this approach, only 20% of the information should be selling, and 80% - useful. Otherwise, the method will not work.

How to form a database and not become a spammer?

When choosing a mailing list, you are on a slippery slope. Letters are a real invasion of personal space. People don't like it, so they press the "Spam" button and complain. It is important to ensure that the information is interesting and relevant to readers.

How to make email marketing useful? Don't write about your company or how good your product is. Take more broad topics that will hook the audience. About success, about life around, share working secrets and techniques. Let your emails help people solve problems, even if they haven't bought anything yet.

The effectiveness of the distribution is directly related to the quality of the database. Accept the fact that a maximum of 20% of the addresses will turn out to be working, and 80% are dump boxes that are not even checked. The database will be better if it includes people who signed up themselves, because they were interested in something. To collect just such addresses, you need to treat the mailing list as a serious project that requires an investment of time and effort.

Regularity

Naturally, you need to contact the audience regularly. If you don't plan on doing this, then don't even start. Most often, letters come once a month or once a week. It is better to send quality material, but less often than low-quality, but often.

It is believed that the most effective regularity ranges from two emails per week to one email per two weeks. Frequent appeals are perceived as a manifestation of importunity, and if you remind yourself too rarely, they can completely forget.

Technical points

So, you have decided on the content of letters and regularity, have collected a database of addresses. What's next? How to send out an email newsletter?

If the database is small, then a very real task is to send letters without involving paid services. How to do your own email marketing? Very simple.

When you've finished your letter, complete the To, Cc, and Bcc fields. Addresses must be separated by commas. There is a limit on the number of recipients. For example, in Mail.ru there cannot be more than thirty of them.

In addition to the fact that this method is time consuming, it has another danger. Spam filters treat messages with a large number of recipients as unsolicited. To bypass this protection, you need to send messages not in bulk, but send each message separately. With a large database, this is simply impossible to do manually. How to make an email newsletter in such a situation? You will have to resort to the help of special mailing services.

How to send everyone by email: links to services

There are three most popular ones today: SmartResponder, Subscribe, UniSender. All three are domestic. Thanks to this, they have a Russian-language interface and Russian-speaking technical support, which is very convenient.

Also, all of them provide official documents for services, which is extremely important for legal entities.

UniSender and Smart Responder are democratic. If the database is small and there are few letters, then it is possible to use the services for free.

In addition to email, through these services, you can send SMS messages. It is also very important that there is access to statistics: how many letters are open, how many are sent to spam, how many people have made transitions to the site, etc.

Another advantage of the services is that they actively educate their users on how to make emailing to unfamiliar subscribers effective. You will receive articles, books the very next day after you go through the registration procedure.

Now you not only know how to create an email newsletter, but also have information on how to make it interesting, effective and help promote your business.

To make an effective email campaign, you must follow the basic steps correctly: choose a reliable email service, adapt content for reading from mobile screens, write catchy texts, collect a sufficient number of addresses of potential and existing customers, and segment the audience. But sometimes this is not enough: your competitors do similar mailings, so you cannot surprise subscribers with something new and interesting. In this article, you will find 20 tips to help you figure out what to write to your clients and understand how to do it. promotional letters bright and commercially successful.

Let your subscribers feel like they've been chosen. Encourage them to sign up for an exclusive newsletter for best clients. You can nominate the best regular customers, consumers with a certain check amount, owners of a certain product.

Offer membership in an exclusive club to subscribers in personal letters. At the same time, make sure that they do not look like the so-called "Nigerian letters". Ask the client to confirm membership in the club.

Include great deals, discount coupons, new product pre-order offers, etc. in your mailing list for exclusive club members. With the help of word of mouth, this will make membership in the club desirable for all your customers. They will strive to fulfill the conditions necessary to receive an invitation.

Your subscribers receive dozens of emails a day. They hardly pay attention to every offer to download something for free, take advantage of a 3% discount on the purchase of a turbojet lawn mower with a mid-range air travel function, and also ignore questions about the desire to earn millions without effort and initial investment. Advertising noise does its job - people develop deafness to marketing messages.

Another thing is if you manage to show care for the client in a letter. How to do it? Here are some ideas:

• Report that special offer stops working after a day. Perhaps the customer forgot that he wanted to buy a lawn mower at a discount.

• Explain why it is important to use your product.

• Offer subscribers valuable information. For example, imagine how many men will thank you if you offer them gift ideas for their loved ones on March 8th.

Pay attention to the subject line of the email. It should let the subscribers know that you have written something of value.

The secret to this tip's effectiveness is personalization. You should personally approach the client and ask them to explain their choice, provide feedback, or help you conduct your research.

The Litres e-book store asks for a review for each book purchased. Moreover, the authors of the first reviews of new works receive bonus money to their account.

The ReadRate service offers to take a thematic test.

And Optimizely marketer Jessie Becker offers to ask her anything.

These include reviews, research results, cases, awards, ratings. Please note the following letter:

Litres announces a book that takes first place in the rankings of the best works of 2014 by well-known publications and the Amazon online store. The Russian-speaking audience did not have time to read this book. There are no reviews on the book sites Litres and ReadRate, one super positive review on LiveLib, no one on Facebook knows anything.

Social Proof Works: Audiences Love Amazon's Rankings and the Word "Super Bestseller" Though real reviews There are still very few Russian-speaking users about the book. The book is sure to sell well.

As mentioned above, email personalization helps you get feedback. The possibilities of personalization are not limited to this: it increases the overall effectiveness of the mailing. E-mail was created for correspondence between people. Keep this in mind when writing sales letters. Use the following guidelines:

• Write on behalf of a real person, not a brand.
• Make sure the messages are relevant to the specific person.
• Contact the user personally.

Another example of personalization is the ability to receive personalized recommendations from the LiveLib service.

Effective emails provide a high click-through rate of links in messages and the conversion of subscribers into consumers. Look at the design of the letters from the Death to the Stock Photo project. The conversion button here is located above the message itself.

What happens if the client is not interested in the offer? The authors of the following mailing list provide the user with an alternative.

What for? This increases audience engagement. Above is an example of a Death to the Stock Photo email that prompts the subscriber to first download a package of free stock photos and then proceed to read the email. There are other successful examples of mailing with downloadable content.

Readers will surely pay attention to the financial forecast, beautifully designed in the form of white paper.

Do your customers want discounts? Let them download.

Do it with calls to action. They significantly increase CTR and email conversion.

You can use more aggressive CTAs.

Use the urgency factor, the words "free" and "no registration".

On the one hand, your subscribers need to understand the meaning of the message by reading the topic. On the other hand, you should intrigue them and force them to take the necessary actions out of curiosity. See how the subscriber is motivated to open the letter by the magazine "Behind the wheel".

Howard Zoss is intriguing fellow marketers with the unprecedented rise in online video.

Tip #10: Use the same subject line for all emails

This recommendation is suitable for you under two conditions. First, your audience must trust you implicitly. This is possible if you have been working in the market for a long time and have an impeccable reputation. Secondly, the content of the letters should be similar to each other. For example, you could send a weekly email to your customers with the subject line “5 the best goods of the week” or “Most Popular Content of the Last Week”.

This tactic has a simple meaning: subscribers get used to receiving emails from you with a certain subject, they are easily recognized and found in their inbox.

Referral links work because their use benefits all parties: the referral, the referrer and the business. First gets profitable terms service, the second tries for the sake of bonuses, and the third stimulates sales.

Tip #13: Offer your audience a lot of useful information

Surprise your audience regularly with big emails with useful information. Do this once every two weeks or once a month. This way you teach users to wait for your messages and pay attention to them. Remember, you don't have to make each letter huge. For example, you can send standard messages to users twice a week, and once a month create a large digest of publications on the site or an analytical report.

Large letters are difficult to demonstrate with an illustration, so check out the examples at the links:

Tip #14: Remind Users What You Do and Who You Are

If you work for Google or Sberbank, skip this step. And if you have a small or medium-sized enterprise, be sure to follow the recommendation. Remind users how you can help them.

Litres Bookstore includes a reminder in every letter:

The Advego exchange in one of the letters made a detailed advertising cheat sheet:

Tip #15: Leverage Your Partners' Brand Awareness

Imagine that you have just opened an online store where you can buy electronic gadgets. Naturally, the audience does not know the name of your project. But she knows brands that produce gadgets: Samsung, Apple, LG and so on. Use it in your mailing list. Here is an example implementation of this tactic:

And here is an example of a more subtle use of brand awareness:

No, you don't have to be a god or a billionaire to do it. To make subscribers happy, it is usually enough to give them some kind of modest gift. The main thing is that users do not perceive it as a marketing ploy.

These are the gifts people don't need:

And this is better:

And Privatbank successfully used an important event - the World Cup.

"Litres" timed the sale of books at a discount to the premiere of the film adaptation of one of the works.

Say "thank you" at every opportunity. Thank users for purchases, for reading emails, for leaving a review, etc. This has a positive effect on your subscribers and builds loyalty.

For example, "Svyaznoy" thanks even for adding products to the cart:

And the FotoMag store is not limited to gratitude in words:

Users do not like to read promotional emails. You can solve this problem by making commercial messages look like neutral ads. For example, report that the sale appeared new product, prices have been reduced, and delivery conditions have been updated.

A bookstore you know regularly sends out neutral emails when new books are on sale:

Score household chemicals informs that the sale has again received products that the client was once interested in.

As I wrote a long time ago, and this is still true, the easiest way to make money on the Internet is from advertising (remember the last article - how did the girl earn a million dollars there?).

A new type of advertising on the siteExit - in the creation of additional advertising space. Some webmasters use pop-ups, place ads in the form of banners over the main text (horror!). In the West, advertising in the form of a flipping page is now very popular (a sort of corner is placed in the right corner of the site, by pulling it with the mouse, you can open an additional advertising page).

These are all half measures. Such methods are able to increase advertising space by a maximum of 30 percent.

But there is one great way that can multiply your advertising space by several times! This is a mailing list that delivers your emails to your subscribers!

Each letter can be considered as an additional page of your site. If you have 1,000 subscribers, consider that your site has 1,000 additional pages (or, in other words, 1,000 impressions of your or third-party ads).

Moreover, the number of ad impressions depends not only on the number of subscribers, but also on the number of editions of your newsletter. If you make 100 editions of your newsletter with a circulation of 1000 subscribers, consider the number of impressions of your page (ad impressions) will be 100,000 (one hundred thousand)!

On free mailing services (Subscribe.ru, Content.mail.ru and Maiilist.ru) it is worth opening a mailing list only for the initial promotion of the site. These newsletters are of little use for making money on advertising (although they can be used to promote your referral links).

There are various kinds of scripts on the Internet (yes, you can write such a script yourself) that you can use to create your own mailing list. But these scripts are not able to solve the problem of delivering your newsletter to subscribers.

Now, when mail servers put anti-spam filters, your mailing list will at best end up in the spam folder (in the worst case, the subscriber will not receive it at all), unless you directly negotiate with mail servers (which is not so easy).

You need a specialized service that has an agreement with mail servers, and which will create conditions for you to conduct your mailing list.

I have tried many services in Runet and so far I can recommend you only one - Smartresponder (I use it myself).

Perhaps other worthy services will appear (there are dozens of them abroad). But the problem will be that if you initially choose one service and then want to move to another service, you will not avoid a significant loss of subscribers. Such services do not risk taking the subscriber base developed on the side without additional confirmation of the subscription by each subscriber (that is, each subscriber will have to re-confirm their subscription when transferring the mailing list to another service). This means losing 90 percent of existing subscribers.

Such is the reality. And therefore, you must initially choose a quality service for yourself (so that you can stay on it later).

Smartresponder is also good because you can open a free account on it and immediately gain subscribers (even before you find advertisers and can pay off a paid account).

How to get the maximum number of subscribers?

Since your income directly depends on the number of subscribers, your main task will be to gain the maximum number of subscribers.

What do I need to do:

1. As soon as you have created a site, immediately hang up a subscription form on it so as not to lose a single subscriber. As long as your site is young and free of other advertising, it's easier for subscribers to find your form and sign up.

2. The subscription form must be visible on the site. It should be high enough on the page or close enough to the view of the site visitor (I usually end my articles with a subscription form so that a person, after reading the article, immediately gets to the subscription form).

You can experiment with shape colors to achieve best result. At one time, for example, I discovered that the “subscribe” button attracts more subscribers if it is not gray, but some other color, for example, light yellow.

3. Subscribing to the newsletter should promise something to a person: free course, free useful information. (newsletters on free mailing services just don’t know how to do this, so they are able to attract a meager number of subscribers from the site).

4. There is also a reverse procedure (I met it on foreign sites). Visitors are offered to receive interesting information (for example, a free e-book). But before giving access to it, they offer to subscribe to the newsletter. And only after the subscription the promised information becomes available.

5. On foreign sites, I met all sorts of contests for subscribers: for example, one site offered a tour package at a discount to every twentieth subscriber.

6. In Runet, I met a way to subscribe by recommendation. For example, if a subscriber brings 5-10 more of his friends to subscribe, he will be able to download a valuable e-book for free.

7. Write e-book, place a subscription form to your newsletter in it and distribute the book for free. I posted a newsletter subscription form in my free e-book"750 ideas home business". Thanks to this, my “New Business Ideas” mailing list has already received several thousand additional subscribers (and continues to receive them to this day).

Ways to attract subscribers can be very different (you can come up with them yourself, based on your imagination and technical capabilities).

That's exactly what I do. Wrote new article-> posted it on the site -> immediately published it in the mailing list.

You can, of course, publish something additional (to encourage subscribers). If you have something to publish additionally - an additional plus for you and additional income from advertisers (after all, advertisers pay for advertising on the number of issues, and not on a given period of time).

Let's not go far, I can give my specific example.

The total number of subscribers to both mailing lists is 42,000. Tariff for advertising (I set an average tariff, 2 times less than on Subscribe.ru):
– top block – $1 per 1000 emails
- bottom block - $0.5 per 1000 emails
- advertising article - $ 30 (per issue)

If you publish this newsletter once a day, you can earn $93 per day, or $2,790 per month (of course, I earn a little less, because it’s not every day that there is an advertising article and I don’t release a newsletter every day, but the potential obvious).

Today you have 40,000 subscribers (with an income of $2,000 per month), tomorrow you will have 80,000 (with an income of $4,000 per month). And all just because once you were not too lazy to put a subscription form on your site and started sending articles from your site to subscribers ...

Nobody limits you in the number of subscribers. Therefore, your income is unlimited!

Well, what are you still waiting for?

P.S. Advertising in the mailing list is, of course, good and profitable. But it happens that you are offered to advertise all sorts of crap. And, moreover, it often happens that you will advertise real scammers for money (without knowing it yourself).

Can free advertising deliver effective results? Where is the best place to place free advertisements advertising? What makes good free online advertising different and why is it beneficial for business? How to competently create advertising for free and increase the profit of the company? What are the advantages of a flash mob for brand awareness for the whole country? The answers to these questions are in our article.

What are the benefits of free advertising

The obvious advantage of free advertising is that it does not require any costs. For businesses, this cost reduction will be very helpful. Today, many buyers are beginning to be annoyed by too intrusive (and also very expensive) advertising. Therefore, to search for the necessary information, they increasingly visit free classifieds sites.

An interesting and proven fact is that users perceive free advertising as more objective. At the same time, in terms of its effectiveness, free advertising confidently competes with paid advertising. Over time, when the company grows, it is not always solid to use free advertising. But at first, or even in the work of a medium-sized business, free advertising becomes a reliable tool for powerful promotion and justified savings.

Upside down alphabet stickers and billboards in the subway

Elena Kolmanovskaya,

Editor-in-Chief, Yandex, Moscow

We decide to launch an advertising campaign when a great idea appears that meets 2 conditions - we like it and people find it useful. So, for example, we decided to place stickers in the subway "The driver does not give information, all questions to Yandex." Or street advertising - the placement of billboards, on which the first in the name of the company was an inverted "I", so it was possible to attract attention and provoke discussion.

What should be free advertising

You should carefully consider the issues of professional and competent compilation of free advertising. An advertising message can be executed in different ways - graphically or using text, or it can combine both options.

The main condition is a concise, catchy and capacious ad. Modern users do not have the desire and time to get acquainted with a huge offer. That's why best option- graphic images with a minimum of text, which should accurately reflect the meaning and essence of its message. Learn to create effective advertising of his company on course."

Guerrilla Marketing as a Way to Advertise Yourself for Free

Companies spend 5 million rubles. every year to attract new customers, and consumers no longer pay attention to advertising of goods, as they see 2,000 advertisements in a day. One of the solutions to the problem is guerrilla marketing, which distinguishes brands from competitors at a minimum cost. The editors of the magazine "Commercial Director" prepared an overview of two examples where guerrilla marketing worked perfectly.

40 free advertising options

1. Newspaper ads. On the market printed publications only newspapers with commercial and private advertisements remain among the free ones. If you manage to disguise your commercial ad as a private message, you can get a free advertising tool. Nothing terrible will happen if the editors reveal your attempts at such a trick - at most they will block the submission of ads from the current issue.

2. Social stands. They are located on the territory of almost every yard. They are not forbidden to glue charges - however, this method is unlikely to be particularly effective. After all, such stands are studied mainly only by people of the older generation.

3. Stamp printing with a memorable and distinct logo, information about the company. Such an option will not please with special aesthetics. Although we have been using such free advertising for more than 7 years, it confirms a fairly high efficiency, especially in the areas of repair, household services etc.

6. Competent and understandable form of the signature in the working e-mail. You should indicate not only contacts, your full name, line of business. You can supplement the information with a short advertising message.

7. Mailing lists. The newsletter can be organized on your website, or you can use a specialized service or programs. It is worth being careful enough, because often such advertising is regarded by recipients as email spam. Therefore, for proper effectiveness, it is important to correctly compose an ad by contacting a professional copywriter.

9. Business card as free advertising. The summary should be offer With reverse side your business card. There is no need to provide contact information at all. foreign language- for foreigners it is better to prepare a separate business card.

10. Online auctions. An effective tool for organizing sales and attracting new customers.

11. Conferences and forums on the Internet for free advertising. There must be a message relevant to this conference or forum, otherwise it will be deleted soon.

Get a blog secretary

Inna Alekseeva,

CEO PR Partner, Moscow

Sophisticated users usually immediately notice hidden advertising. In particular, if the company's brand is written too correctly (Ecco, not Ecco - after all, the second option is easier to write), intrusive advertising.

An excellent alternative to hidden advertising is to directly indicate the interest of the user for whom the product is being promoted. For example, a blog secretary will formally lead discussions on behalf of the company, defending the brand's reputation and conveying information about new products.

12. Joint Marketing. Several companies are engaged in mutual advertising - 8-9 organizations, for more. Joint advertising efforts allow you to distribute advertising more effectively, with the distribution of brochures of your company and partners, the placement of emblems and signs from each other, cooperating in a sales organization. As a result, the effectiveness of advertising increases at a lower cost.

13. Aggregators of goods and services. Specialized catalogs for placing your products with prices and photos - similar to an online store. Usually, news and other features are allowed here. Such examples are the resources tiu.ru, pulscen.ru, etc.

14. Forums for advertising. Moderators and administrators of such resources are not very fond of free advertising - deleting information almost immediately. A more flexible approach is needed here. We select all thematic forums and the largest forums in our area. We read the topics on them and meaningfully answer. Only after understanding with whom you have to communicate, you can unobtrusively convey information about your product. Sometimes you can agree with the moderators to create your own separate topic, in which you will act as an expert. For example, "Everything you wanted to know about buying laptops" if you are selling computer equipment.

15. Q&A Services. Here you need to expand, relevant and simply answer user questions. In this case, the information in the message will allow you to solve someone's problem and convey information about your product. Examples of such services are otvety.google.ru and otvet.mail.ru.

16. Advertising with videos. In particular, you can think about creating training videos, or prepare unusual advertising attracting attention. We upload any recordings made to video hosting sites - for example, Youtube. The basic rule is maximum detailed description video so that users of video hosting and search engines can find it.

17. Article in a magazine. Free magazines and online publications. If you consider yourself an expert in a certain field, have useful information for readers, you can agree on writing an article for free. But this free advertising pays off - you get an additional way to communicate about your company.

Useful content is more effective than direct advertising

Natalia Radchenkova,

Marketing Director of Alfa-Content service

Publications in trade journals, mass media, blogs, in social networks about what consumers care about are always met with a positive reaction target audience. If you provide useful information and a solution to a problem, you will get much more loyal customers than when you simply declare yourself with an advertising slogan. However, independent searches for really good sites that will make free placement often lead nowhere.

Today, for very little money, content marketing can be ordered from specialists, and every ruble spent will be repaid with a vengeance. We recently made placements for a spare parts store on a popular auto portal and YouTube auto channels. The materials were seen by more than half a million people, the store's sales doubled, and the transitions continue to this day without any financial costs. The bonus from useful articles and for business development is obvious.

19. Barter with banners. Providers are widespread on the Internet, ready to provide free space on their server for your site, but they will place a banner. It is quite acceptable free hosting to host a website for a start-up business.

20. Start a blog. Recently, the popularity of blogging has increased significantly. A promotional offer can also be published here, but only if you can keep an online diary yourself.

21. Free advertising paired with another firm. You agree with the interested company on the production of advertising leaflets at its expense - they will place ads of both the partner and yours on different sides. You will also be distributing flyers.

You can do without advertising costs with the help of partners

Andrey Khromov,

CEO of Aristos, Moscow

For example, a company in the market for the supply of automotive components agrees to place advertising on taxi cars (or on seat headrests). A supplier will recommend this taxi to their customers. The costs in this case are limited only by the price of printing flyers.

Such symbioses are most common in the field ecommerce. Most often, we come to an agreement that the online store puts our Flyers with a promo code to receive an additional bonus or discount. We do the same for our orders.

Here it is important to choose the right partner for cooperation. You can work effectively even with conditional competitors, which are other online stores. Although it is better to look for more suitable options - for example, for a shoe seller it will be a shoe care company, for a tour operator - a beach accessories store, etc.

22. Advertising in public through articles. You can find thematic groups on social networks - study the content of one of the publics, write a new article suitable for this community. The group should also be mentioned in the text. Then we publish the article in our public and report it to the moderator of the selected community. He, at a minimum, will post a link to your community, and at most, he will publish the entire article in his group, indicating the authorship and link.

23. Become an advertisement yourself. If there is not enough money for advertising, become it yourself. Communicate the company to everyone - including relatives, friends, acquaintances, casual interlocutors, etc. Put a sticker with the name of the company on the car, wear a T-shirt with a logo, etc.

Carry information about the company on review sites

Alexey Shtarev,

CEO of SeoPult Systems

A great and completely free way for a company to advertise itself is to talk to people who write reviews. If they write well about you, thank them and promise “goodies”, if they write badly, show participation and help sort out the situation. It will only cost you time, but it is difficult to overestimate the effectiveness of such work. There are many services to search for reviews, in our system these are free SERM module used by many businesses.

24. Communicate and talk about your product / company/service. Don't forget to participate in all public events where you will have the opportunity to convey information about advertising - including holding press conferences, seminars, exhibitions, fairs, forums, etc.

25. Participation in various competitions to receive grants, subsidies, or status the best company in your field. There is always a chance to win here, especially since the media usually write about the participants of the event, providing you with free advertising.

26. word of mouth - is considered the most effective advertising option. After all, people trust the advice of friends and acquaintances more. Even if you still have rare clients, you should inspire them through small incentives. You can even promise a percentage of the profits for referred friends.

27. Offer potential buyers product discount. You can sell at cost or dumping - we need to attract the attention of the target audience, luring it away from competitors. However, you need to know the measure, so as not to make your business unprofitable.

28. Search engine optimization of the site. Inner work– optimization of the content and structure of the site. External factor- work with the reference mass on the site. Here you get an advantage in comparison with commercial sites - after all, you publish unique, author's information. Therefore, users refer to non-commercial sites more often.

29. Exchange articles with other sites. Advertising in the form of links to your site, posted in articles from different resources. Special articles should be prepared that can be made available to other resources. That is, you prepare articles for advertising in the form of a link or a banner to your site for free. But the articles must be of high quality so that the site owner wants to publish them.

• Unique Selling Proposition: Examples, Development Tips

31. SMS distribution. An effective tool for advertising existing and new customers of the company about news and promotions. Today, various free mailing services are available on the Internet, although they usually become paid after the end of the test period.

32. Create memes- in the form of pictures with a funny caption. Such advertising is based on viral distribution, effectively declaring itself on the Internet.

33. Arrange flash mobs. A pre-planned mass action. The more creative and original the planned scenario, the more potential clients be able to attract. Moreover, such events are actively covered by various media, and people tell their friends.

34. Live advertising- cheap but very effective tool advertising. With proper organization, such advertising can be very successful. The basis of such advertising is that a person wears suits, accessories, clothes, signs with advertising on himself, sometimes even appropriate tattoos, etc.

35. Souvenir products- advertising of the company is applied to stationery. These products are distributed free of charge. A very effective tool when Everyday life the client is using your souvenir products- pens, notebooks, notebooks, etc.

• Instagram promotion: who it suits and how to launch it

36. Unidentified city object. Weird items are put on public display that may or may not be related to your products. For example, in different districts of the capital, cars pasted over with leaflets were placed to advertise the film “Fool”.

37. Street performance. The UMMC-Agro company accompanied the launch of the new brand on the market with a street action in the city. Green elves participated in pagan dances calling for summer and mentioning Mr. Green (brand name).

38. Graffiti, with the image of the logo of the company or product. Suitable for applying walls and sidewalks.

39. Intriguing news that can interest people, motivate them to send them to their friends. For example, on the large banners of the pharmacy chain there was a message "Cut out this coupon and get a discount." News appeared in various media that he cut out a 2-meter banner, according to which he received a discount at a pharmacy.

40. Go for the trick. The director of the costume shop quenched a thousand coins, each covered with a layer of gold and silver. When buying, the seller imperceptibly placed such a coin in his jacket pocket. The buyer was happy with such a find and would definitely tell all his friends about it at every opportunity.

Free seminars for clients

Vladimir Sizykh,

Marketing Director, Smart Business Technologies, Moscow

The number of participants in one seminar is 15-30 people, half come to the office, half prefer online classes. Among the costs for the company is the payment of employees' time, and about 5-10 thousand rubles are spent on tea and coffee, catering. With the help of seminars, 2 serious tasks are solved:

• informing customers about services;
• adjustment feedback with customers.

It is unlikely that it will be effective to sell services at seminars. After all, usually the event involves people who do not have sufficient authority to make the final decision on the purchase. But they can suggest what their companies need, and the information obtained can be an important tool for successful marketing work. Another aspect is that seminars become a successful option for working with clients, but only if you have an expert reputation. Otherwise, such an event will be too small.

• Trigger Emails: How to Achieve Good Conversions with Almost No Effort

3D drawings are an inexpensive way to advertise

Maria Zborovskaya,

business analyst at Prozbor, Yekaterinburg

The return received usually significantly exceeds the investment - by about 3-4 times. For example, street artists depicted several cups of coffee with the company logo in front of the Loft Cafe in Donetsk. The costs amounted to 10 thousand rubles - paid off in the form of revenue in a few days. Even at the stage of creating such advertising, the number of visitors increased by 30%. Moreover, many took pictures and published pictures on the Internet, posted information and city newspapers, thereby increasing the cafe's recognition and the number of visitors by 40%.

What you need to do before launching a free advertising campaign

Step 1. You should decide on the target audience of your product. If possible, you need to get the most detailed and detailed portrait of the client. With what emotions, where and under what circumstances makes a purchase. You need to evaluate the compliance of your products with the expectations and needs of the target audience.

Step 4. We calculate options for the development of events. We need at least two scenarios for the possible development of events - optimistic and pessimistic.

Information about the author and company

Elena Kolmanovskaya, Editor-in-Chief, Yandex, Moscow. Yandex is a Russian portal that offers users key Internet services, including Internet search, site directories, payment system, maps, encyclopedias, e-mail, a spam filtering system, free hosting, a catalog of store offers, and more. etc. The company earns on the sale of advertising, 80% of the turnover comes from contextual advertising. According to research companies TNS Gallup Media, FOM and Komkon, Yandex is the largest resource on the Runet in terms of audience size.

Inna Alekseeva, CEO of PR Partner, Moscow. She graduated from the Faculty of Journalism and the Faculty of Philosophy of Novosibirsk State University. She trained in the field of sociology, PR and journalism in the Netherlands, Italy, Germany. Since 1999, she worked in various positions in PR agencies, then as a PR director at the DOKI real estate agency, and headed the PR service at DeltaCredit Bank. She took first place among the heads of PR agencies in the rating of the magazine "Profile" (2012). Entered the top 10 most influential women in Russian business, published by The Moscow Times (2012); won in the nomination "Irreproachable reputation" of the international award "Business Women - 2014". Author of trainings and seminars "Training top officials to work with the media", "Marketing top officials", "Secrets of effective PR", "PR for 100%: reboot", etc.

Vladimir Sizykh, Marketing Director, Smart Business Technologies, Moscow. CJSC "RDTeH - Reasonable Business Technologies". Field of activity: management and technology consulting, development and implementation information systems. Number of staff: 286. Annual turnover: 2.029 billion rubles

Andrey Khromov, General Director of the company "Aristos", Moscow. LLC "Aristos" Field of activity: management of Philips branded online store (www.shop.philips.ru). Number of staff: 80

Maria Zborovskaya, business analyst at Prozbor, Yekaterinburg. LLC "Prozbor" Field of activity: information and consulting support for commercial and financial activities organizations. Main customers: manufacturing and trading companies Ural federal district operating in the b2b and b2c markets (sales automation projects, investment efficiency calculation, etc.)

Nowadays, SMS mailing is a very effective advertising tool. It is able to provide the possibility of direct contact with the target audience. Mobile phone today almost everyone has it, which is why marketers from various industries have been able to bring all the necessary information to their existing, as well as potential customers, by organizing SMS mailings.
The effectiveness of advertising through SMS exceeds the effectiveness of direct advertising, as well as television advertising by tens of percent. Such a high efficiency of mobile advertising becomes possible due to the maximum segmentation of the target audience according to a number of characteristics and subsequent work only with those subscribers whose features are most consistent with the portraits of the advertiser's potential customers. Note that advertising in the form of short messages provides an increased frequency of reading, and, consequently, a higher percentage of responses compared to other common types of marketing.
The high targeting of SMS mailing becomes the main motivation for a potential client to purchase a product or service, making the advertising campaign successful. SMS marketing has an affordable cost - it is several times lower than the cost of direct marketing; that's why a tool like bulk short message sending advertising nature, has become so attractive in the eyes of small, little budget companies. Let's give specific data: even the most expensive tariff plans assume that the cost of personalized contact with one thousand potential customers will not exceed one thousand rubles. To date, a huge number of companies, among which travel agencies, restaurants, bars other small businesses, have already preferred " mobile advertising” as an advertising tool that can attract many customers.
Realizing the demand mobile marketing, many specialized companies have adopted this modern advertising tool for the effective promotion of goods and services. SMS services, offered by modern companies, allow sending more than 600 messages per second, while providing an almost immediate consumer response as an advertising effect. Thus, the VipSMS.net SMS distribution service is organized using direct gateways mobile operators, it is this scheme that provides an unprecedented speed of sending messages.
It is impossible to ignore the fact that SMS mailings significantly reduce advertising budgets, while increasing overall efficiency. advertising campaigns. This kind of advertising saves both money and time: some types of promotional events give an almost instant consumer response (for example, such projects that are organized according to the “Reply to a message - get a discount on your purchase” scheme), while organizational measures for launching SMS advertising take a matter of minutes. Comparison with traditional methods of advertising according to this criterion turns out to be very advantageous: for example, in order to place an advertising module in a newspaper or magazine, you need to negotiate with media representatives, develop and agree on a layout, and perform other actions. In this case, the publication will be released only at the time that is regulated by the publisher. Sending SMS can be organized exactly at the moment that you consider the most convenient; in addition, your advertising offer can be supplemented with lotteries, news blocks, horoscopes and other information products, which will undoubtedly increase the loyalty of a potential client.