Darina ShamanskayaIn this article, we will look at effective strategies for generating income in Telegram.
Features of Telegram as a marketing tool
Telegram is different from social networks such as VKontakte and Instagram, so the methods of interacting with customers are different here. Let's highlight the main features of this platform.
Content consumption
Telegram does not have an algorithmic feed, but there is a subscription option. Users themselves create a list of channels and sources of information that interest them. They leave those channels that are most interesting with notifications enabled.
Ways of interacting with the audience
The ways of interacting with the audience in Telegram include three main tools: channels, chats and chatbots.
Channels on Telegram are like communities or personal pages, with opportunities for reactions and comments.
Chats are group conversations that can be either standalone or linked to a specific channel. They also support division into tracks for easier discussion.
Chatbots in Telegram perform the functions of mailing lists and private messages. Since last year, they can integrate web pages and applications (WebApps), expanding the possibilities of interaction with the audience.
Content formats for publishing
Telegram has several content formats for publishing, including posts, photos, timecoded videos, and the ability to create articles and long-form content using the Telegraph subsidiary editor. Live streams are also available for real-time audience interaction.
It's important to note that Telegram values quality content that keeps audiences coming back to chats and channels. Content should be useful, effective, and contribute to solving problems or bring aesthetic pleasure to subscribers.
Now let's take a look at the strategy for promoting your business on Telegram.
How to promote your business on Telegram
To achieve results, you need to develop a promotion strategy, taking into account the characteristics of your target audience and how they interact with content at different stages of the sales funnel via Telegram.
The general sequence of actions for building such a strategy may look as follows:
Setting promotional goals
Setting promotional goals plays an important role in a successful strategy. Usually, the goals can be narrowed down to two main ones - increasing sales and building brand reputation. Chatbots and a website are ideal for the first goal, while channels are ideal for the second.
Chatbots are indispensable in situations where a customer makes a quick decision and expects a prompt response. They can solve typical tasks faster than a sales manager and help close deals with "hot" customers.
On the other hand, channels work effectively in more complex niches, where the decision-making process takes longer and customers have many questions and objections. Here, content can be used to gradually build trust in the brand.
Competitor analysis
Before you start developing your Telegram strategy, it is important to analyze your competitors. Choose 3-4 top players in the market and study how they use channels and chatbots. Focus on the key points:
- Main competitors in terms of sales volume and turnover.
- Competitors active on Telegram, even if they are not direct competitors of your business.
You can start analyzing competitors' channels by using free services such as Tgstat, or a more comprehensive and detailed analysis using Telemetr. The services allow you to search for channels by topic, analyze subscriber dynamics, assess audience engagement and reach, identify spoofing, and even evaluate the effectiveness of advertising.
What to pay attention to when analyzing channels:
- Ways to attract and retain an audience.
- Content types and content design.
- Sales strategies and next steps in the funnel.
It is also necessary to study the mechanics of competitors' chatbots, their functionality, ways of interaction, and the tasks they solve. It is important to understand what offers are used, how the sales funnel is organized through a chatbot, and what business goals it helps to achieve.
Finally, analyzing competitors' advertising campaigns will give you an idea of what creatives were used for promotion and what results they showed. This analysis will help you better understand the market dynamics and develop an effective promotion strategy in Telegram.
Development of performance strategy
Performance strategy includes a set of advertising funnels that allow a Telegram channel or bot to effectively interact with the audience and achieve commercial goals.
Complex social media promotion strategies are often used, where the Telegram funnel becomes part of an omnichannel performance strategy. This involves multiple advertising touches on different platforms, which enhances the overall effect and increases audience reach.
Development of content strategy
Let's start with the question of what exactly to publish. The AARRR framework is often used to create content, which allows you to effectively work with your audience at different stages of readiness to buy.
A brief overview of how this is implemented in Telegram:
A (Attraction). You can attract audiences from other channels or by posting useful content, discount offers and certificates.
A (Activation). The channel and bot provide information about the product, its benefits and target audience. Game elements and interactivity are used to engage subscribers.
R (Retention). Answers to frequent questions, customer testimonials and useful information are published to increase trust and eliminate objections.
R (Revenue). Sales are stimulated through unique offers, discounts, promotions and special conditions.
R (Referrals). Customer loyalty and repeat purchases are encouraged through loyalty program publications, surveys, tests, games and contests.
Content Creation
The most important element of Telegram, like any other social network, is content. It must be created in accordance with a content strategy so that it effectively addresses the commercial objectives of the business.
It is generally recommended to focus on three types of content: product content, company content, and customer testimonials. These publications answer key questions: what is being offered for purchase and why you can trust the company. Company posts build reputation, product posts drive sales, and testimonials increase trust.
Examples of publications may include product reviews and discount offers associated with those products.
The use of other content formats depends on the specifics of the niche, promotion goals, and audience.
At the initial stage, it is enough to focus on the three formats mentioned above. As the channel develops, you can add new sections with useful and interesting information to engage the audience and increase their activity.
Once the publication formats have been determined, a weekly or monthly content plan should be created, specifying the format and topic of each post. The plan should also include publication dates and the distribution of content by day.
How to sell through content
For sales in Telegram, you can use different approaches: take orders directly in chat, redirect the buyer to the website or invite him to an offline location.
The main thing is to respond quickly to user requests. In the segment of simple services, a client is usually prepared to wait up to an hour, in rare cases up to a day. If there is no response within this period, there is a high probability that the client will turn to competitors.
Use of multimedia messaging and chat rooms
Telegram has unique ways of interaction: voice and video messages, as well as chats. These tools facilitate closer and more personal communication with your audience.
Audio and video messages can be compared to storis in other social networks. It is convenient to share news, show production processes, make product reviews and much more.
Video messages can be edited before sending, re-shot until you get a successful version. There are also bots that allow you to send pre-recorded commercials. Telescopy and Roundy are examples of such bots.
Voice and video chats are a more sophisticated interaction tool, reminiscent of live streaming on social networks. Any participant can join the discussion, all at the same time rather than one at a time, which promotes active exchange and audience engagement.
Summary
This article contains all the necessary steps to start promoting your business on Telegram and get your first sales. Then you should proceed to testing and practice.
At Telegram, content is paramount.
Attracting customers solely through advertising and direct sales will not work. First you need to get your audience interested in something useful or profitable, and then sell through channel posts, newsletters, or chatbot messages.
Read more: Targeting in Euro and TON rooms of Telegram Ads | Which countries you can run ads for
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