Mutual advertising. Mutual advertising: Share your audience, and she will come back to you more than once. Target traffic: how to throw a fishing rod in a fish

Is it possible to attract additional traffic to the site or increase the number of community subscribers for free or with minimal expenses? This issue is especially relevant in a crisis when the marketing budget no longer allows you to invest millions monthly in Google AdWords and advertisements in social networksAs well as for ambitious start-ups, which are at the beginning of the road to top of the business. Co-marketing toolkit rushes to help - combine the company's marketing capabilities with partners!

Mutual advertising is simple as all ingenious, promotion tool. Its essence is in the mutual use of Internet resources to promote goods and services, increasing the recognition of partner brands. In other words, in contrast to the usual advertising on the site or in the social network, the company does not just pay a specific amount, but provides similar advertising opportunities for partners this project. This allows you to minimize the key indicator of one visit or subscriber, and for all collaborating companies.

Of course, mutual advertising first appeared in the traditional business, but it was exactly that the second life breathed in this tool. Today it is one of the most universal, rapid and reliable ways to attract the target audience. The economic result usually consists of the following terms:

  • direct revenues from sales increase, increase advertising revenues on the portal or in the community;
  • the indirect effect of increasing the level of loyalty of customers and brand recognition, expansion of the client base.

This is a key condition for the success of any project in co-marketing, and mutual advertising is no exception. Each successful solution is individual, but do not forget about a number general ruleswhich have long become a hosteltomy:

  1. Similar to the target audience according to the main parameters (gender, age, location, income level, hobbies). Obviously, the store of children's wheelchairs is intelligently published the market in collaboration with publics for young mothers, and the organizers of trainings in the regions can be paid attention to local information portals.
  2. A sober assessment of the main indicators of the partner's audience. If the company is really interested in cooperation, then with joy will provide any statistics. Your attention should be paid to the active part of the audience, because everything else is often simply winding. Ideally, these indicators must be approximately equal.
  3. Measurement of planned results of cooperation for each of the partners. Otherwise, it will be extremely difficult to agree on gratuitous cooperation or to achieve a sufficient to motivate partner to work within such a project. Put yourself to the partner's place - great skill in this matter.

Not only online shopping, but also non-commercial projects find their place in the minds of the target audience using mutual advertising. Moreover, for such projects it is prerequisite constant attraction of target traffic, which ensures not only the interest of users, but also stable revenues For viewing and transitions, which means, the further existence of the resource itself. Universality and simplicity of the implementation of mutual advertising projects provided it with widespread in various spheres worldwide.

Target traffic: how to throw a fishing rod in a fish

Attraction of the target audience on the portal is the main task of any webmaster and a promotion specialist. Mutual advertising can be called the cheapest from the most efficient and most effective from cheap tools for receiving target traffic. Mutual advertising sites can be carried out in various forms. Here are just some of them:

  • placement of advertising banners and direct links to the partner's website;
  • cross publication of one or more advertising articles;
  • various forms of hidden advertising, placement of references in the materials of the site.

Usually, within the framework of one project, portals of adjacent topics are combined or having a similar audience according to Internet statistical services. Companies are striving for the exchange of an audience, expanding the client base at the expense of the partner's site visitors.

The portals are sometimes resorted to mutual advertising, which are actively earning on placing banners and publication of paid articles. The only motivation for them is the awareness of greater benefits at the expense of advertising on the partner portal compared with its own rates.

Mutual advertising sites often includes the mutual information on the partner information on the basis of the subscribers of the site or customers of the company with a direct reference to the portal. Recently, email mailing cannot provide high efficiency, but the marketers are not going to finally refuse this channel.

If you compare the attracting target traffic on the portal from the partner sites and its monetization with "gray" ways of earnings, such as mutual clicks on advertising, then you can allocate the following advantages:

  • lack of risk of blocking and freezing payments;
  • great activity and loyalty of the portal audience;
  • the possibility of unlimited growth of audience and sales from the site;
  • capitalization of the increase in the number of visitors by an increase in the cost of advertising.

Thus, it is quite obvious that even in the medium term, this method of developing an online project becomes more interesting for a web master, even if today mutual clicks on youtube advertising And bring him solid profit. It is important that you can simultaneously develop several own online projects, achieving a synergistic effect in the early stages.

Social networks: We know customers, collect subscribers

In the past few years, mutual advertising sites necessarily includes an additional option that has already become an independent form of cooperation. Mutual advertising on social networks will be interesting to many partners, because a significant part of the audience today holds most of the time for watching the rollers on YouTube, communication on Facebook or the vkontakte correspondence.

People begin to forget about the search for goods and services on Google or Yandex, more and more giving preference to the advice of friends and publics in social networks, because it creates the illusion of time savings and "srangian radio". It is not by chance that there are rumors that SMM will soon finally defeat SEO in the struggle for the marketing budget. It is easier to look for a target audience here - people themselves share their personal data and preferences.

It is social networks that are the rulers of the Dum, and the mutual repost of records of two public or communities can have a much greater effect than expensive advertising. People willingly browse, comment and are happy to sign the community interesting to them, just to declare themselves.

Mutual advertising of VKontakte groups is the most popular way of promotion. Any administrator or owner of the popular community has passed through interaction with several dozen, and sometimes hundreds of other publics in the struggle for attracting targeted followers.

Mutual advertising has special popularity in the initial stages of community promotion. The social network policy for the blocking of communities for the cheating of participants with the help of bots as if motivated by the owners of groups to look for a target audience, interacting with colleagues from other publics. Yes, and the effect of such subscribers will be more powerful!

Mutual advertising on social networks will bring the best results if partners choose the optimal platforms for themselves. Often cross-promotion is conducted in various social networks, for example, in Instagram and Facebook, and the partners can use different social networks.

A separate question is mutual advertising on YouTube, because video blocks can be both a tool and a promotion object for making a video hosting advertising. Convenient integration of service with Internet sites and social networks, as well as the ability to quickly monetize traffic provides greater popularity.

Mutual advertising has gained great popularity in conditions economic crisis. To this day, these marketing tools enjoy numerous companies, including world-famous brands. Special development, we can say the second life, mutual advertising received during marketing processes on the Internet. If you want to learn more about how to successfully promote goods and trademarks in the network, then here is your link to the description. We will briefly consider the main issues relating to the goals that make it possible to achieve the use of mutual advertising, as well as criteria for the correct selection of partners for organizing the advertising process. So…

Dignity

  1. Abbreviation advertising budgetSince all advertising costs are divided between two or several partners.
  2. Raise reputation and recognition brand. Especially mutual advertising with better known brands is beneficial for startups or companies wishing to enter new market.
  3. Expansion of the client base by interchange with partners.
  4. Reduced presentation costs and other promotional activities.
  5. Combining "leading minds" marketing departments Partners for developing and implementing the most efficient advertising process.

With a competent approach, all this will definitely lead to an increase in sales, and accordingly, and an increase in the resulting profit.

Choice of partners

In order, the process was as efficient as possible, and all the goals were achieved, when choosing partners, guided the following parameters.

  1. The partner considered to cooperate in no way should be your competitor. In other words, if you trade household appliances, then mutually beneficial cooperation with another seller of similar products (even if other brands) will never succeed.
  2. Target audiences of all partners must be intersecting. Take for example the same household appliances. If you trade with similar products, you will be ideal for the partners of the accompanying goods, for example, the means of protection against scale, washing powders, etc.
  3. Product progressable through mutual advertising should be located in one price category.

In addition, the possibility of real commensurability of planned results is very important, and necessarily for each of the partners separately. Only in this case, your cooperation will be quite motivated and mutually beneficial.

Can free advertisement provide an effective result? Where better to post free advertising ads? What is the difference between good free advertising online, and why is it beneficial for business? How to correctly create an advertisement for free and increase the company's profit? What are the advantages of Flashmob to inform about the brand for the whole country? Answers to these questions - in our article.

What are the advantages of free advertising

The obvious advantage of posting free advertising is that it does not require costs. For business, such a reduction in costs will be very by the way. Today, many buyers begins to annoy too obsessive (and besides very expensive) advertising. Therefore, for the search for the necessary information, the websites of free ads are increasingly visited.

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

Stickers and shields with an inverted alphabet in the subway

Elena Kolmanovskaya,

chief Editor Companies in Yandex, Moscow

We make a decision on startup advertising campaign When appearance great ideawhich corresponds to 2 conditions - we like and useful people. So, to the examples, we decided to post the stickers in the metro station "The certificate certificate does not give all questions to Yandex." Or street advertising - the placement of the shields, on which the first in the name of the company was an inverted "I", so managed to attract attention and cause discussions.

What should be free advertising

It should be carefully taken to the issues of professional and competent compilation of free advertising. A promotional message can be performed in different ways - graphically or using text, and can combine both options.

The underlying condition is a concise, catchy and capacious announcement. Modern users have no desire and time to get acquainted with the huge proposal. Therefore, the optimal option is graphic Images With a minimum of text, which must accurately displays the meaning and the essence of its promise. Learn to create effective advertising His company in the course. "

Partisan Marketing as a way to advertise yourself for free

Companies spend 5 million rubles. Every year, in order to attract new customers, and consumers no longer pay attention to advertising goods, as they see 2 thousand. advertising announcements in a day. One of the solutions of the problem is partisan marketing that distinguishes brands against the background of competitors at a minimum of costs. Editorial Board " Commercial Director"Prepared a review of two examples when partisan marketing perfectly worked.

40 options for free advertising

1. Newspapers announcements. On the market of printed publications, only newspapers with commercial and private ads remain among free. If you manage to trigger your commercial ad for a private message, you can get a free advertising tool. Nothing terrible will not happen if the editors reveal your attempts to such tricks - the maximum will block the admission of ads from the current number.

2. Social stands. They are located on the territory of the practical every courtyard. They are not forbidden to glue the charges - however, this method is unlikely to bring special efficiency. After all, such stands are being studied mainly only people of the older generation.

3. Stamp printing With a memorable and distinct logo, information about the company. Special aesthetics will not please such an option. Although we use such free advertising over 7 years, it confirms quite high efficiency, especially in the spheres of repair, household services etc.

6. Competent and understandable form of signature in the working e-mail. You should specify not only contacts, your name, direction of activity. You can add information to a brief advertising message.

7. Mailing . The newsletter can be organized on your website, or use specialized services or programs. It should be quite careful, because often such an advertisement is regarded by recipients as a post-spam. Therefore, it is important for adequate efficiency to competently compile an ad by contacting a professional copyier.

9. Business card, as free advertising. It should be briefly outlined offer from back side His business card. There is no need to specify contact details on foreign language - For foreigners it is better to prepare a separate business card.

10. Online auctions. Effective tool for organizing sales and attracting new buyers.

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

Start a blog secretary

Inna Alekseeva,

cEO PR PARTNER, Moscow

Temporable users usually immediately notice hidden advertising. In particular, if the company's brand is too correct (ECCO, and not Ecco - after all, the second option is easier to write), obsessive advertising.

An excellent alternative to hidden advertising is to directly indicate the interest of the user for which the product is moving. For example, a blog secretary will officially lead discussions on behalf of the company, defending the reputation of the brand and denuncable information about new products.

12. Joint marketing. Several companies are engaged in mutual advertising - 8-9 organizations, for more. Joint promotional efforts make it possible to more effectively distribute advertising, with the distribution of the brochure of your company and partners, the placement of emblems and signs from each other, cooperating in the organization of sales. As a result, advertising efficiency increases at less costs.

13. Aggregators of goods and services. Specialized catalogs to accommodate their products with price and photographs - like an online store. Usually it is allowed to publish news and other possibilities. Such examples are the resources of Tiu.ru, Pulscen.ru, etc.

14. Forums for advertising. Moderators and administrators of such resources are not very complaining of free advertising - removing information almost immediately. Here you need a more flexible approach. Choose all the thematic forums and the largest forums in your area. We read themes on them and meaningfully answering. Only after understanding, who will have to communicate with, you can unobtrusively convey information about your product. Sometimes with moderators, you can agree on creating your separate topic, in which you will act as an expert. For example, "All you wanted to know about the purchase of laptops" if you sell computer equipment.

15. Answer Questions. Here you need to be deployed, relevant and just answer the user's questions. In this case, information in the message will allow you to solve someone's problem and convey information about your product. Examples of such services become otvety.google.ru and otvet.mail.ru.

16. Advertising with the help of video. Including you can think about creating training rollers, or prepare unusual advertising that attracts attention. Any recordings are postponed on video hosts - for example, YouTube. The main rule is the most detailed description of the roller to the users of video hosting and search engines Could find it.

17. Article in the journal. Free magazines and Internet publications. If you consider yourself an expert in a particular field, you have useful information for readers, you can agree on the free writing of the article. But such free advertising pays off - get an additional way to report your company.

Useful content is more effective direct advertising

Natalia Radchenkova,

alfa-Content Service Marketing Director

Publications in sectoral magazines, media, blogs, social networks that worries consumers, always meet a positive reaction to the target audience. If you give useful information and solving the problem, you will get much more loyal customers than when you just declare yourself with the help of advertising slogan. However, self-searches really good siteswhich will make free accommodation, often lead to nowhere.

Today, for very little money, the content marketing can be ordered from specialists, and every spent ruble will be taken with interest. We recently, we were accommodated for a spare parts store on a popular auto-portal and YouTube auto-channels. Materials saw more than half a million people, the store sales grew by half, and the transitions continue until now without any financial costs. Bonus from useful articles and for business development is obvious.

19. Barter Banner. Providers are distributed on the Internet, ready to provide on your server a place for your site, but the banner will be scented. Communicate free hosting to accommodate the site of the novice business.

20. Start the blog. Recently, the popularity of blogging is significantly increasing. A promotional offer can also be published here, but only if you can conduct an online diary yourself.

21. Free advertising in a pair with another company. Contract with an interested company about making advertising leaflets at its expense - advertising and partner will be placed on them, and yours on different sides. You will do the propagation of such leaflets.

Can do without costs for advertising using partners

Andrei Chromov,

general Director of Aristos, Moscow

For example, the company in the supply market of automotive components is negotiating advertising on taxi cars (or on the head restraints of the seats). And the supplier will recommend this taxi for its customers. Costs in this case are limited only by the price of the printing of leaflets.

Such symbiosis are most common in the field ecommerce. Most often we come to the agreement that the online store in each order is investing our advertising leaflets with a promotional code to obtain an additional bonus or discounts. Similarly, we do and when delivering our orders.

It is important to choose a suitable partner for cooperation. You can effectively work even with conventional competitors that other online shopping. Although it is better to look for more appropriate options - for example, for the seller of shoes, it will be a footwear care company, for the tour operator - the shop of beach facilities, etc.

22. Advertising in publics due to articles. On social networks, you can find thematic groups - study the content of some of the publics, write new articlesuitable for this community. It follows in the text to mention the group. Then I publish an article in my public and inform about it a moderator of the selected community. He, at least, will post a link to your community, and maximum will publish an article in his group completely by specifying authorship and reference.

23. Become an advertisement yourself. If money for advertising is not enough, get it yourself. Report a company to everyone - including relatives, friends, acquaintances, random interlocutors, etc. Cut the sticker with an indication of the company on the car, wear a T-shirt with a logo and pr.

Carry information about the company on Otzoviki sites

Alexey Truris,

executive Director SEOPULT SYSTEM

Excellent and completely free way to advertise itself - it is to talk to people who write reviews. If you write well about you - thank and promise "buns", if bad - show participation and help to figure out the situation. It will cost you only time, but the effectiveness of such work is difficult to overestimate. To search for feedback there are many services, in our system - it is free serm modulewho enjoy many businesses.

24. Communicate and tell about your product /companies / service Do not forget about participation in all public events, which will be able to convey advertising information - including holding press conferences, seminars, exhibitions, fairs, forums, etc.

25. Participation in different conteststo receive grants, subsidies, or the status of the best company in its field. Here there is always a chance to win, especially about the participants of the event usually write media, providing free advertising for you.

26. Sarafan Radio - It is considered the most efficient option for advertising. After all, people trust the advice of friends and acquaintances. Let you have rare customers, but you should inspire them at the expense of small incentives. You can even promise the percentage of profits for your friends.

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

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

29. Exchange articles with other sites. Advertising in the form of links to your site posted in the articles of different resources. Special articles should be prepared, which can be provided to other resources. That is, you will prepare the articles for advertising in the form of links or banner to your site. But articles should be high-quality for the owner of the site wanted to publish them.

31. SMS-mailing. Effective tool for advertising available and new customers on news and promotions. Today, different free mailing services are available on the Internet, although usually at the end of the test period become paid.

32. Creating memes - in the form of pictures with a funny signature. This advertising on viral distribution is based, effectively stating itself on the Internet.

33. Arrange Flashming. Pre-planned mass action. The planned script will be more creative and original, the more potential customers Will be attracted. Moreover, such events actively illuminate different media, and people tell their familiar.

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

35. Souvenir products - Company advertising is applied to stationery. Such products are distributed free of charge. A very effective tool when in everyday life the client uses your souvenir products - handles, notebooks, notebooks, etc.

36. Unidentified urban object. Strange items that may not be associated with your products are exhibited for everyone's review. For example, in different parts of the capital for advertising the film "Dura" cars were placed by commercial leaflets.

37. Street view.The company UMMK-Agro accompanied the conclusion of a new brand to the street market market in the city. Green elves participated in pagan dances, calling for the summer and mentioning Mr. Green (brand name).

38. Graffiti, With the image of the company's logo or the goods. Suitable for applying walls and sidewalks.

39. Inributing newswho are able to interest people, motivate them to send their familiar. For example, on large banners of the pharmacy network there was a message "Cut off this coupon and get a discount." In different media, there was a news that he cut out a 2-meter banner for which he received a discount in the pharmacy.

40. Go for a trick.The director of the store for the sale of costumes hardened a thousand coins, while each covered with a layer of gold and silver. The seller when buying imperceptibly put such a coin in the pocket of the jacket. The buyer rejoiced such a find and necessarily told about it all familiar with each other case.

Free seminars for customers

Vladimir Sizoy

marketing Director of Reasonable Business Technologies, Moscow

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

  • informing buyers about services;
  • establishing feedback with customers.

It is unlikely to be effectively selling services at seminars. After all, people are usually involved at the event who do not have sufficient powers to make a final purchase decision. But they can suggest what their companies need, and the information obtained can be an important means of successful marketing work. Another aspect - seminars become successful option For work with clients, but only if you have a reputation of an expert. Otherwise, such an event will be too small.

3D drawings - an inexpensive way of advertising

Maria Zborovskaya,

business Analyst of the Company "Prison", Ekaterinburg

The resulting return is usually significantly superior to the investment - about 3-4 times. For example, street artists depicted in front of the Loft Cafe cafe in Donetsk several cups of coffee with a company logo. Costs amounted to 10 thousand rubles - paid off in the form of revenue in a few days. Even at the stage of creating such an advertisement, the number of visitors increased by 30%. Moreover, many photographed and published snapshots on the Internet, placed information and city newspapers, thereby increasing the awareness of the cafe and the number of visitors by 40%.

What needs to be done before launching a free advertising campaign

Step 1. To decide on target audience 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 make a purchase. It is necessary to assess the compliance of your products to the expectations and needs of the target audience.

Step 4. Calculate Event Development options. We need a minimum of two scenarios possible development Events - optimistic and pessimistic.

Information about the author and company

Elena Kolmanovskaya, editor-in-chief of Yandex, Moscow. Yandex - Russian portal offering users key Internet services, including online search, site catalogs, payment system, maps, encyclopedias, email, spam filtering system, free hosting, catalog commodity offers shops and MN. Dr. The company earns on the sale of advertising, 80% of the turn has to contextual advertising. According to TNS Gallup Media research companies, "Fom" and Kombon, Yandex is the largest resource in RuNet in terms of the audience.

Inna Alekseeva, General Director of PR Partner, Moscow. He graduated from the faculty of journalism and the philosophical faculty of Novosibirsk state University. Intected in the field of sociology, PR and journalism in the Netherlands, Italy, Germany. Since 1999, he worked at different positions in PR agencies, then the PR-Director at the Doki Real Estate Agency, headed the PR service at Deltacredit Bank. She ranked first among the heads of PR-agencies in the Profile magazine rating (2012). Entered the top 10 most influential women in russian businesspublished by The Moscow Times (2012); Won in the nomination "Impeccable reputation" of the International Prize "Business Women - 2014". The author of trainings and seminars "Learning first persons to work with the media", "Marketing of the first persons", "Secrets of an effective PR", "PR 100%: reboot", etc.

Vladimir Sizoy, Marketing Director of Reasonable Business Technologies, Moscow. CJSC "RDTEK - reasonable business technologies." Field of activity: Management and Technological Consulting, Development and Implementation information systems. Personnel number: 286. Annual turnover: 2,029 billion rubles.

Andrei Chromov, General Director of Aristos, Moscow. LLC "Aristos". Field of activity: Management of the Philips company's branded online store (www.shop.philips.ru). Personnel number: 80

Maria Zborovskaya, Business analyst of the company "Prison", Ekaterinburg. LLC "Prison". Field of activity: Information and consulting support for commercial and financial activities Organizations. Main Customers: Production and trading companies Uralsky federal Districtworking on B2B and B2C markets (projects for sales automation, calculation of investment efficiency, etc.)

 

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