Darina ShamanskayaTelegram is a useful tool for any business, regardless of its scale. In this article, we will share with you methods of effective Telegram channel management so that your content is interesting to the audience and gets maximum attention. We'll also look at ways to increase views and audience engagement, as well as tips on how to warm up your audience before they buy your products or services.
Managing your Telegram channel | name, description and settings
When creating your own Telegram channel, you should pay attention to a few important points.
1) The avatar should be recognizable and memorable and attract the user's attention. If it is a personal channel, use your own image, and if it is a brand, use its logo.
2) Choose a name & URL that is easy to find through Telegram search. If the channel is related to a brand, give its name, and if it is related to a person, give their name. It's good if the channel name reflects the channel's theme.
3) The description should summarize the value of your channel to your audience. If you sell products, list the main items with links to them to track conversions.
4) Settings and layout. Enable commenting and reacting to posts to interact with your audience. Telegram provides a variety of design options to make your channel stand out and attract new subscribers.
5) A pinned post will help introduce yourself or your product, set rules, and draw attention to important information.
6) The blue check mark will be a badge of trust and will help your channel stand out from others.
Target audience of your channel
Telegram creates an atmosphere of privacy that makes it unique among other social platforms. Channels in Telegram are presented as part of a user's personal space, whether they are chats with family, friends, colleagues, or communities with common interests. In order to connect with your audience on Telegram, you need to understand and know their preferences.
How to analyze the target audience of your Telegram channel
If you don't already have a channel
You are just planning to create a channel - then do a competitive analysis first.
1) Collect or use an existing list of competitors. Find their Telegram feeds. Select large accounts with high ER (audience engagement) and ERR (post viewability) scores. Use TGStat to get this data quickly.
2) Collect each competitor's content data for the last month in the format: topic, format, number of views and reactions, calculate ERR and ER.
3) Make a list of topics and publication formats and calculate their percentages. Estimate the average values of user behavior. Analyze the influence of topics and formats on the audience behavior and form relevant graphs. Interpret the data and draw conclusions about the most interesting topics and content formats for the audience.
If you already have a channel
1) Conduct a competitive analysis just as you would for a new channel.
2) Conduct a survey among your channel subscribers: find out what they like about the content and what they would like to see in addition.
3) Use the data to shape your channel strategy.
Thematic content in Telegram channel
After analyzing audience preferences, you should categorize content topics and formats. This will allow you to develop and optimize your content plan by the number of publications in different categories to increase audience engagement.
Types of content
- Informative content. It implies a non-intensive discussion of news, events, and company strategies. This helps to familiarize subscribers with you more closely without insisting on a purchase.
- Selling. Active, call to action, motivating to buy. Here you can highlight benefits, values, unique offers and customer testimonials.
- Educational Content. This is where you demonstrate your expertise. You can prepare a manual, a case study, talk about non-obvious nuances of work or share your experience.
- Engaging content. Motivates interaction and dialog with the audience. Surveys, games, quizzes or Challenges are effective tools for this strategy.
- Entertaining content. Creates a positive mood and motivates people to come back to your channel. Use funny stories, memes, beautiful photos and interesting facts.
Content formats for the Telegramchannel
- Videos. Add videos to your posts - it can be an advertisement, a company presentation or a product review.
- Cards. Group images into a carousel for posting checklists, instructions, F&Qs, entertainment and training content.
- Audio messages. Podcasts or voice messages are a great way to convey information. You can record them directly in your Telegram channel, forward them from other chats, or attach them with audio files.
- Bookmarks with buttons. They should contain the main thoughts and intentions.
- Interactives. Surveys, quizzes, performance reviews or prizes all engage the audience.
- Video Circles. Create a sense of presence using Telescopy.
- Texts. Pages of text to which you can add cards, images, and other formats.
- Advertising in your own channel. Telegram Ads has the ability to place ads in your own channel, which allows you to win over competitors' bids and promote your brand within the channel's audience.
Telegram provides an option to disable advertising in your channel. The level of a channel is calculated based on its activity, number of subscribers and other factors, allowing owners of large and active communities to completely remove advertising messages.
Content planning
To keep your content regular and consistent, use a content plan. It allows you to schedule posts 2-4 weeks in advance, defining dates, content types and formats.
Postponed posting in Telegram
For easy adherence to the content plan, use the delayed posting feature in Telegram or special services such as SMMplanner or your own bots for postponing posts.
Conclusions
Effective management of your Telegram channel allows you to attract an audience, build your company's image and warm up potential customers. Diverse content, regularity of publications and delayed posting will help you achieve your goals.
Read more: Telegram Business: How to create a channel that will sell
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