We promoted a top manager of a major league development company, Forbes deceived us, we did not build a system for working with the customer and did not make a case that the whole country would talk about.

But we did do something interesting. We tell you how we promoted the Telegram channel of Roman Abdullin, one of the best marketers in the country, who built strong brands and systemic marketing for PIK, and then the Samolet group.

We promoted a top manager of a major league development company, Forbes deceived us, we did not build a system for working with the customer and did not make a case that the whole country would talk about.

But we did do something interesting. We tell you how we promoted the Telegram channel of Roman Abdullin, one of the best marketers in the country, who built strong brands and systemic marketing for PIK, and then the Samolet group.

One day Roman found us...

Roman Abdullin was reading the wonderful resource VC on Sunday evening, March 26. He came across our blog, read an article about personal branding on Telegram, read our other articles and wrote to us at 1 a.m. Roman introduced himself, said that he liked our articles on VC, described his request and apologized for writing late and on a weekend.

Roman wanted to gain subscribers to increase recognition (Top of Mind, as he likes to say) and improve his personal brand. His expertise is marketing in the real estate market, so the bulk of subscribers had to be gained from channels about development and marketing.

One day Roman found us...

Roman Abdullin was reading the wonderful resource VC on Sunday evening, March 26. He came across our blog, read an article about personal branding on Telegram, read our other articles and wrote to us at 1 a.m. Roman introduced himself, said that he liked our articles on VC, described his request and apologized for writing late and on a weekend.

Roman wanted to gain subscribers to increase recognition (Top of Mind, as he likes to say) and improve his personal brand. His expertise is marketing in the real estate market, so the bulk of subscribers had to be gained from channels about development and marketing.

Our tasks included promotion: placing advertising posts
in channels and Telegram Ads, setting up Yandex Direct, targeting
in other social networks in order to attract subscribers to Telegram, we even discussed the PR tools, and, of course, editing of posts in the channel, development of content plans and recommendations for improving content, and sometimes ghostwriting (within reason) were needed.

Looking ahead, Roman and I did only 20% of what we planned. But we still attracted 3,515 subscribers to the channel.

In this case, we were not flexible, but now we have made it our main feature. We did not finish the case, but we made the most important conclusions.

Now more about all this.

Our tasks included promotion: placing advertising posts
in channels and Telegram Ads, setting up Yandex Direct, targeting
in other social networks in order to attract subscribers to Telegram, we even discussed the PR tools, and, of course, editing of posts in the channel, development of content plans and recommendations for improving content, and sometimes ghostwriting (within reason) were needed.

Looking ahead, Roman and I did only 20% of what we planned. But we still attracted 3,515 subscribers to the channel.

In this case, we were not flexible, but now we have made it our main feature. We did not finish the case, but we made the most important conclusions.

Now more about all this.

What didn't work?

Content plan and headings

This point implies a certain number of posts on a certain topic. We started it all clearly. But it soon became clear that there was no point in this. Since Roman has a lot of thoughts about streaming content that goes beyond the plan. And this is absolutely normal. This is his author's channel, and it can be absolutely without a plan. But there were days when Roma was busy, and then there were simply no posts in the channel for several days.

We decided to partially make a content plan and write 10 posts in advance, with which we would close the holes. And here we encounter
the main problems. 1. The approval system is not built. More precisely, it is built, but as with "everyone", and not with the top of the market. This was our first jamb. 2. We did not get into Roman Abdullin's TOV if we wrote content not from his words, but according to the content plan.

Этот момент подразумевает определенное количество постов
на определенную тему. Мы это всё четко начали. Но вскоре стало понятно,
что смысла в этом нет. Так как у Романа много мыслей насчет потокового контента, который идет вне плана. И это абсолютно нормально. Это его авторский канал, и он может быть абсолютно без плана. Но бывали дни, когда Рома занят, и тогда в канале просто не было постов несколько дней.

Решили все-таки сделать частично контент-план и заранее написать 10 постов, которыми мы бы закрывали дыры. И здесь мы сталкиваемся
с основными проблемами:
1. Не выстроена система согласования. Точнее, выстроена, но как и «со всеми», а не с топом рынка. В этом был первый наш косяк.
2. Мы не попадали в TOV Романа Абдуллина, если писали контент не
с его слов, а по контент-плану.

Seeding

Yandex Direct, targeting and PR

Here the problem arose with not getting into TOV at the advertising creative stage. And we were not able to promptly correct this before the law on advertising labeling came into force. As a result, the work on sowing stopped.

Here, for the most part, we started to involve third-party contractors who were not suitable for certain reasons. If we did not always get into TOV, then third-party contractors were completely missed.

Здесь проблема возникла
с непопаданием в TOV на стадии рекламного креатива. И мы
не смогли оперативно это поправить до вступления в силу закона о маркировке рекламы.
В итоге работа по посевам встала.

Здесь по большей части мы начали привлекать сторонних подрядчиков, которые
не подошли по определенным причинам. Если мы не всегда попадали в TOV, то сторонние подрядчики вообще оказались мимо.

What worked out?

Our task was to attract subscribers, and we needed to attract readers who understand marketing and real estate. And it is desirable that they be senior managers or businessmen. It will not be possible to attract such an audience from inexpensive channels.

Therefore, we could potentially buy advertising even in channels with a very high CPM (cost per thousand views), just to get the right audience. In our experience, in all good channels about real estate, the price is incredibly high and sometimes reaches 15-20 thousand rubles for 1,000 views. But 10-15 people could easily come from such channels. We were not at all interested in subscribers at a thousand rubles.

Therefore, we built the promotion like this: in channels about marketing, we bought advertising through folders (we will tell you more about them later). And for channels about real estate, we set up a target in Telegram Ads - as a result, the subscriber price was lower.

Our task was to attract subscribers, and we needed to attract readers who understand marketing and real estate. And it is desirable that they be senior managers or businessmen. It will not be possible to attract such an audience from inexpensive channels.

Therefore, we could potentially buy advertising even in channels with a very high CPM (cost per thousand views), just to get the right audience. In our experience, in all good channels about real estate, the price is incredibly high and sometimes reaches 15-20 thousand rubles for 1,000 views. But 10-15 people could easily come from such channels. We were not at all interested in subscribers at a thousand rubles.

Therefore, we built the promotion like this: in channels about marketing, we bought advertising through folders (we will tell you more about them later). And for channels about real estate, we set up a target in Telegram Ads - as a result, the subscriber price was lower.

We also set up Telegram Ads for blogs of businessmen who did not sell advertising
on their channel. We tested several groups of channels: marketing, IT, businessmen, blogs of construction companies.

"I made audits during and after working
with you. I can say that we got great results for all audits. By the way, now I make subscribers for 550 rubles using Telegram Ads."

Roman Abdullin — customer

We also set up Telegram Ads for blogs of businessmen who did not sell advertising
on their channel. We tested several groups of channels: marketing, IT, businessmen, blogs of construction companies.

"I made audits during and after working
with you. I can say that we got great results for all audits. By the way, now I make subscribers for 550 rubles using Telegram Ads."

Roman Abdullin — customer

How did we reduce the cost of a subscriber?

In the summer of 2023, folders were popular in Telegram - collections of channels that a person can subscribe to by pressing one button. We collected such folders ourselves and flew into all other people's folders with suitable channels. Channels about real estate, marketing and business blogs were suitable.

The screenshots on the right show placements in the SETTERS and Forbes channels. By the way, we would not recommend anyone to buy advertising from the latter. It was very difficult to agree on the creative. They also did not post the ad on the agreed day. And when the post did come out, it had a broken link. Well, the cherry on the cake - this post was blocked 15 minutes later by Forbes self-promotion, which really burned us all.

The post brought subscribers, but only because of the scandal with the publication. There is a whole article about this incident on VC, by the way.

How did we reduce the cost of a subscriber?

In the summer of 2023, folders were popular in Telegram - collections of channels that a person can subscribe to by pressing one button. We collected such folders ourselves and flew into all other people's folders with suitable channels. Channels about real estate, marketing and business blogs were suitable.

The screenshots on the right show placements in the SETTERS and Forbes channels. By the way, we would not recommend anyone to buy advertising from the latter. It was very difficult to agree on the creative. They also did not post the ad on the agreed day. And when the post did come out, it had a broken link. Well, the cherry on the cake - this post was blocked 15 minutes later by Forbes self-promotion, which really burned us all.

The post brought subscribers, but only because of the scandal with the publication. There is a whole article about this incident on VC, by the way.

The main task for content was editing. Roma showed posts, we made them neater, added information from third-party sources and double-checked the facts.

We also came up with topics for some posts ourselves, asked Roma to throw in information in a voice message, took additional information from the Internet and prepared a post. Almost all the posts that we wrote in the content plans were written according to this principle.

The content plans looked like this. Without dates and any reference to time, because the content in Roma's channel was mostly situational:

The main task for content was editing. Roma showed posts, we made them neater, added information from third-party sources and double-checked the facts.

We also came up with topics for some posts ourselves, asked Roma to throw in information in a voice message, took additional information from the Internet and prepared a post. Almost all the posts that we wrote in the content plans were written according to this principle.

The content plans looked like this. Without dates and any reference to time, because the content in Roma's channel was mostly situational:

What we have achieved

3 515 followers

30% of subscribers with Telegram Premium

100+ posts based on our recommendations

We started selecting a copywriter who would be included in TOV even before the work began, so that we wouldn’t have to waste any time on it after the start.

We created several system templates for coordinating and developing content for different types of clients. For example, if the client has very little time or if there are four people on the client's side coordinating content.

We have worked on some things to the point of automatism, so they do not require approval at all. And we know how to convince the client of this.

"I evaluate this cooperation positively. Both by the results and by the fact that after working with you I understood what I need to do, what I don't need to do, what the framework should be and what kind of team is needed taking into account professional deformation."
Roman Abdullin — customer

"After working with Roma, we improved many processes
in our agency, and we have had two active clients for a long time who came on Roma's recommendations."
Teleguè Agency

"I evaluate this cooperation positively. Both by the results and by the fact that after working with you I understood what I need to do, what I don't need to do, what the framework should be and what kind of team is needed taking into account professional deformation."
Roman Abdullin — customer

"After working with Roma, we improved many processes
in our agency, and we have had two active clients for a long time who came on Roma's recommendations."
Teleguè Agency

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