Co-owner of a grocery online store continues to share his experience start-up.
... The idea was that we voluntarily, in sound mind and memory, turn off the context at two sites - Google and ...
I did not like the idea: who knows how much we lose orders? . And if it turns out is not critical, it is Well the whole article unless costs can be cut, then certainly throw (and where there is always ). agreed. And in the middle of the next day already nazvanivala Cole: ... Kohl said that I panikersha and advertising it is not disabled. The day ended with the usual results.
The next cut off. By the end of the day - minus five percent. I insisted that we were lucky today made orders of regular customers. A day later - minus ten, but it is also nonexponential, one day is always different from the other. Another day - the same minus ten, but now there are fewer large orders: we continue to lose volume, drivers underloaded. poorly.
... The next day there was a boom. The site was flooded by the readers of this blog to Forbes - and who gave us additional orders, no further analysis of the same can not understand. Net experimenting with advertising in general is complex - there are always additional factors that distort the picture. Yes, and too afraid to experiment. It remains to trust experience. I want them to share with you.
Internet advertising.
The fact that the greatest result for the internet business gives it Internet advertising, we have seen in a few months. Just today, an entrepreneur from Kazakhstan answer to the question of how to promote an online store - so. Especially if your budget is limited. The main argument - our clients are in the majority of Internet users (we have no less than 90% of orders received over the network ). They render habitable a space, comfortably arranged, and any service if it is properly selected and they will fall on the eye, will be evaluated and the most likely tested. But this is a chance to take his client and did not let go.
Now about the advantages of contextual advertising, compared with banner.
a. Clarity of definitions. You can formulate arbitrarily narrow the request, so if you need.
2. High quality attracted the audience ( this is a consequence of the first paragraph ). I have this: if the user on request ...
3. effectiveness. You do not pay for impressions of the advertisements, and for the transition to it ( of course, go to website - this is not an order, but a big step towards it).
4. maneuverability. Regardless of whether you run a promotional campaign for yourself ( I did the first six months ), instructed its managers to ...
The budget of the campaign may be a thousand rubles: access to this market accessible to everyone. But believe me, to see the result, you still have to spend. This is slightly lower.
Banner advertising, we also tried: before the New Year bought a banner on Mail. ru. Superefficiency did not notice, but to say that banner advertising has died (and many say this ), I will not. It is quite a live and converted in transition and in the orders. Another thing is that some kind of magical effect of it is not necessary to wait. However, it is more expensive and are not mobile. That did not work you have a banner, and continues to get out (we have a banner in the ruled, by the way ).
But the main conclusion: if someone believes that Internet advertising - a very expensive tool, it is severely mistaken. The cost of contact ( the money spent on attracting one customer ) online and offline is comparable. In a simplified form, this is the case. Compare the banner ads and ads in the magazine. In the first case under the pin mean number of hits in the second - to display the page with ads. The cost of contact - $ 5-20 per 1,000 online and $ 50-100 per thousand in the same journal. Comparable figures? . But the chances that a person reading a magazine or even interested in our advertising, come to the computer, pick up address and r. Dr.. are small. And in the case of the banner or the context of a single click - and the client have. Well, the cost of entry is online advertising, especially when talking about the print media, on the order of magnitude higher.
Advertising is offline.
We are in this area especially off limits due to a modest budget. But some experience, we have. For example, we participated in the December exhibition ... The idea was that right at the show to take orders from people (the exhibition lasts three days, if the 100 orders a day to collect all the costs of mapping, we are dreaming ). The idea was a complete utopia: the visitors were not willing to do here so outright orders, and most importantly, this was absolutely not ready, we. While one can tell about the store, all will meet all of the five interested. (...
It's not up to order. But with the primary task of warning the audience show quite managed: a stand was three thousand people became more orders ( and attendance has grown by about 500 people per day).
More about the same time advertising done through FlyCards. I really wanted to extend our makaronomerku - it is such a good dual purpose: and advertisement, and useful contraption ( you can use it accurately and not in the eye, measure pasta portions). Makaronomerku invented for us, a good friend Yuri Parfenov (executive director of the latter, mostovschikovskoy magazine ... Honestly, the effect was close to zero: no effect on the number of orders we have not felt. And it cost us 60,000 rubles. For the money you can get context-sensitive advertising campaign Superefficient. Her time will depend on you. (I'm on the cost of queries: you can pay $ 4 for the phrase ... And then - look at the results. ).
However, there is no silver lining: the rest of us makaronomerki we present, along with orders to customers, they like.
social networks.
As without promotion in social media? . Brought LiveJournal community, which initially were not too filling than - organized competitions, games, etc. n. Learn now primarily retranslate our newsletter, which will send registered customers every two weeks. One self- published, that the content we have and the most interesting ( in the newsletter, we are actively experimenting with genres - were, for example, avtointervyu, short stories, and genres are not over yet ) and the most relevant, is that it.
And this summer, we sponsored an ethnographic expedition chief blogger LESBIAN Lebedev - bought for $ 2,000 sponsorship package ( include logo placement on the ... lj. ru). 150000th audience, which boasts Lebedev, not a myth, it really exists. So it is not surprising that well-known designer sells advertising opportunities of his blog, and for a fairly decent money. In view of the increased traffic a transition from Lebedev to our site cost us $ 0.15, which is comparable to the cost of advertising in other media Contact. That is the price for advertisement had quite a market. And in our experience at least once almost every project that is associated with the Internet, this price is worth paying - Lebedev read all. Even those who are ashamed to admit it.
Author: Natalia Kulakov.
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