Mutual advertising. Mutual advertising: share your audience, and it will come back to you more than once. Targeted traffic: how to cast a fishing rod in a fishing spot

Is it possible to drive additional traffic to the site or increase the number of community subscribers for free or with minimal cost? This question is especially relevant in times of crisis, when the marketing budget no longer allows you to invest millions monthly in Google AdWords and advertisements in social networks, as well as for ambitious start-ups that are still at the beginning of their journey to the top of the business. Co-marketing toolkit is in a hurry to come to the rescue - combine the marketing capabilities of the company with partners!

Mutual advertising is a simple, like all ingenious, promotion tool. Its essence lies in the mutual use of Internet resources to promote goods and services, increase the recognition of partners' brands. In other words, unlike regular advertising on a website or social network, a company does not just pay a specific amount, but provides similar advertising opportunities for partners in this project. This makes it possible to minimize key indicator the cost of one visit or subscriber, and for all cooperating companies.

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

  • direct income from increased sales, increased revenue from advertising on the portal or in the community;
  • indirect effect from increasing the level of customer loyalty and brand awareness, expanding the customer base.

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

  1. The similarity of the target audience in terms of key parameters (gender, age, location, income level, hobbies). It is obvious that it is reasonable for a baby stroller store to enter the market in cooperation with public sites for young mothers, and the organizers of trainings in the regions can pay 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, it will be happy to provide any statistics. Your attention should be paid to the active part of the audience, because everything else is often simply screwed up. Ideally, these figures should be approximately equal.
  3. Commensurability of the planned results of cooperation for each of the partners. Otherwise, it will be extremely difficult to agree on gratuitous interaction or to achieve sufficient motivation for the partner to work within the framework of such a project. Putting yourself in your partner's shoes is a great skill in this business.

Not only online stores, but also non-commercial projects find their place in the minds of the target audience through mutual advertising. Moreover, for such projects it is necessary condition constant attraction of targeted traffic, which ensures not only the interest of users, but also stable income for views and transitions, and hence the very continued existence of the resource. The versatility and ease of implementation of mutual advertising projects have ensured its wide distribution in various fields around the world.

Targeted traffic: how to cast a fishing rod in a fishing spot

Attracting the target audience to the portal is the main task of any webmaster and promotion specialist. Mutual advertising can be called the cheapest of the effective and the most effective of the cheap tools for obtaining targeted traffic. Mutual advertising of sites can be carried out in various forms. Here are just a few of them:

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

Usually, within the framework of one project, portals of related topics or having a similar audience according to Internet statistics services are combined. Companies seek to exchange the audience, expand the client base at the expense of visitors to the partner's website.

Portals that actively earn money by placing banners and publishing paid articles sometimes also resort to mutual advertising. The only motivation for them is the realization of greater benefits through advertising on the partner's portal compared to their own rates.

Mutual advertising of sites often includes the mutual distribution of information about a partner in the base of site subscribers or company customers with a direct link to the portal. Recently, email newsletters cannot provide high efficiency, but marketers are not going to completely abandon this channel.

If we compare the attraction of targeted traffic to the portal from partner sites and its monetization with "gray" ways of earning, such as mutual clicks on advertising, then the following advantages can be distinguished:

  • no risk of blocking and freezing payments;
  • high activity and loyalty of the portal audience;
  • the possibility of unlimited audience growth and sales from the site;
  • capitalization of the increase in the number of visitors by increasing the cost of advertising.

Thus, it is quite obvious that even in the medium term, this way of developing an Internet project becomes more interesting for a webmaster, even if today mutual clicks on YouTube advertising and bring him substantial profits. It is important that this way you can simultaneously develop several of your own Internet projects, achieving a synergistic effect even at an early stage.

Social networks: we know clients, we collect subscribers

In the last few years, mutual advertising of sites necessarily includes an additional option, which has already become an independent form of cooperation. Mutual advertising in social networks will be of interest to many partners, because today a significant part of the audience spends most of their time watching videos on YouTube, chatting on Facebook or chatting on VKontakte.

People are starting to forget about searching for goods and services on Google or Yandex, more and more giving preference to the advice of friends and publics in social networks, because this creates the illusion of saving time and word of mouth. It is no coincidence that there are rumors that SMM will soon finally defeat SEO in the fight for the marketing budget. It is easier to search for the target audience here - people themselves share their personal data and preferences.

It is social networks that become the rulers of thoughts, and the mutual repost of the records of two publics or communities can have a much greater effect than expensive advertising. People willingly browse, comment and subscribe with pleasure to communities of interest to them, it is enough just to declare themselves.

Mutual advertising of VKontakte groups is the most popular way of promotion. Any administrator or owner of a popular community has gone through interaction with several dozens, and sometimes hundreds of other publics in the struggle to attract targeted subscribers to the group.

Mutual advertising is especially popular at the initial stages of community promotion. The policy of the social network to block communities for cheating members with the help of bots seems to motivate group owners to look for the target audience by interacting with colleagues from other publics. And the effect of such subscribers will be many times more powerful!

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

Mutual advertising on YouTube is a separate issue, because video blogs can be both a means and an object of promotion for making money by watching video hosting ads. Convenient integration of the service with Internet sites and social networks, as well as the ability to quickly monetize traffic, ensures great popularity.

Mutual advertising has become very popular in the context of economic crisis. To this day, this marketing tool is used by numerous companies, including world famous brands. Mutual advertising has received special development, we can say a second life, in the course of marketing processes on the Internet. If you want to learn more about how to successfully promote products and brands online through this tool, then here is a link to the description. We will briefly consider the main issues related to the goals that the use of mutual advertising allows to achieve, as well as the criteria correct selection partners for organizing the advertising process. So…

Advantages

  1. Reduction advertising budget, since all advertising costs are divided between two or more partners.
  2. Increasing reputation and recognition trademark. Especially mutual advertising with more well-known brands is beneficial for start-ups or companies wishing to enter new market.
  3. Expansion of the client base through exchange with partners.
  4. Reducing the cost of presentations and other promotional activities.
  5. Bringing together "leading minds" marketing departments partners to develop and implement the most effective advertising process.

With a competent approach, all this will certainly lead to an increase in sales, and, accordingly, an increase in profits.

Choice of partners

In order for the process to be as effective as possible, and all the goals set to be achieved, be guided by the following parameters when choosing partners.

  1. The partner considered for cooperation should in no case be your competitor. In other words, if you are trading household appliances, then you will never succeed in mutually beneficial cooperation with another seller of similar products (even if other brands).
  2. The target audiences of all partners must necessarily intersect. Take for example the same household appliances. If you sell such products, then sellers of related products, for example, anti-scale products, washing powders, etc., are ideal partners for you.
  3. Products promoted through mutual advertising must be located in the same price category.

In addition, the possibility of real commensurability of planned results is very important, and without fail for each of the partners separately. Only in this case your cooperation will be sufficiently motivated and mutually beneficial.

Can free advertising deliver effective results? Where is the best place to post free ads? What makes good free online advertising different and why is it beneficial for business? How to competently create advertising for free and increase the profit of the company? What are the advantages of a flash mob for brand awareness for the whole country? The answers to these questions are in our article.

What are the benefits of free advertising

The obvious advantage of free advertising is that it does not require any costs. For businesses, this cost reduction will be very helpful. Today, many buyers are beginning to be annoyed by too intrusive (and also very expensive) advertising. Therefore, to search for the necessary information, they increasingly visit free classifieds sites.

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

Upside down alphabet stickers and billboards in the subway

Elena Kolmanovskaya,

Chief Editor Yandex, Moscow

We decide to launch advertising campaign when great idea, which meets 2 conditions - we like it and it is useful to people. So, for example, we decided to place stickers in the subway "The driver does not give information, all questions to Yandex." Or street advertising - the placement of billboards, on which the first in the name of the company was an inverted "I", so it was possible to attract attention and provoke discussion.

What should be free advertising

You should carefully consider the issues of professional and competent compilation of free advertising. An advertising message can be executed in different ways - graphically or using text, or it can combine both options.

The main condition is a concise, catchy and capacious ad. Modern users do not have the desire and time to get acquainted with a huge offer. Therefore, the best option is graphic images with a minimum of text, which should accurately reflect the meaning and essence of its message. Learn to create effective advertising of his company on course."

Guerrilla Marketing as a Way to Advertise Yourself for Free

Companies spend 5 million rubles. every year to attract new customers, and consumers no longer pay attention to advertising of goods, as they see 2,000 advertisements in a day. One of the solutions to the problem is guerrilla marketing, which distinguishes brands from competitors at a minimum cost. The editors of the magazine " Commercial Director» prepared a review of two examples where guerrilla marketing worked perfectly.

40 free advertising options

1. Newspaper ads. Only newspapers with commercial and private advertisements remain among the free ones on the print media market. If you manage to disguise your commercial ad as a private message, you can get a free advertising tool. Nothing terrible will happen if the editors reveal your attempts at such a trick - at most they will block the submission of ads from the current issue.

2. Social stands. They are located on the territory of almost every yard. They are not forbidden to glue charges - however, this method is unlikely to be particularly effective. After all, such stands are studied mainly only by people of the older generation.

3. Stamp printing with a memorable and distinct logo, information about the company. Such an option will not please with special aesthetics. Although we have been using such free advertising for more than 7 years, it confirms a fairly high efficiency, especially in the areas of repair, household services etc.

6. Competent and understandable form of the signature in the working e-mail. You should indicate not only contacts, your full name, line of business. You can supplement the information with a short advertising message.

7. mailing lists . The newsletter can be organized on your website, or you can use a specialized service or programs. It is worth being careful enough, because often such advertising is regarded by recipients as email spam. Therefore, for proper effectiveness, it is important to correctly compose an ad by contacting a professional copywriter.

9. Business card as free advertising. The summary should be offer with reverse side your business card. There is no need to provide contact information at all. foreign language- for foreigners it is better to prepare a separate business card.

10. Online auctions. An effective tool for organizing sales and attracting new customers.

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

Get a blog secretary

Inna Alekseeva,

CEO PR Partner, Moscow

Sophisticated users usually immediately notice hidden advertising. In particular, if the company's brand is written too correctly (Ecco, not Ecco - after all, the second option is easier to write), intrusive advertising.

An excellent alternative to hidden advertising is to directly indicate the interest of the user for whom the product is being promoted. For example, a blog secretary will formally lead discussions on behalf of the company, defending the brand's reputation and conveying information about new products.

12. Joint Marketing. Several companies are engaged in mutual advertising - 8-9 organizations, for more. Joint advertising efforts allow you to distribute advertising more effectively, with the distribution of brochures of your company and partners, the placement of emblems and signs from each other, cooperating in a sales organization. As a result, the effectiveness of advertising increases at a lower cost.

13. Aggregators of goods and services. Specialized catalogs for placing your products with prices and photos - similar to an online store. Usually, news and other features are allowed here. Such examples are the resources tiu.ru, pulscen.ru, etc.

14. Forums for advertising. Moderators and administrators of such resources are not very fond of free advertising - deleting information almost immediately. A more flexible approach is needed here. We select all thematic forums and the largest forums in our area. We read the topics on them and meaningfully answer. Only after understanding with whom you have to communicate, you can unobtrusively convey information about your product. Sometimes you can agree with the moderators to create your own separate topic, in which you will act as an expert. For example, "Everything you wanted to know about buying laptops" if you are selling computer equipment.

15. Q&A Services. Here you need to expand, relevant and simply answer user questions. In this case, the information in the message will allow you to solve someone's problem and convey information about your product. Examples of such services are otvety.google.ru and otvet.mail.ru.

16. Advertising with videos. In particular, you can think about creating training videos, or prepare an unusual advertisement that attracts attention. We upload any recordings made to video hosting sites - for example, Youtube. The main rule is the most detailed description of the video so that users of video hosting and search engines could find him.

17. Article in a magazine. Free magazines and online publications. If you consider yourself an expert in a certain field, have useful information for readers, you can agree on writing an article for free. But this free advertising pays off - you get an additional way to communicate about your company.

Useful content is more effective than direct advertising

Natalia Radchenkova,

Marketing Director of Alfa-Content service

Publications in industry magazines, media, blogs, social networks about what excites consumers always meet with a positive reaction from the target audience. If you provide useful information and a solution to a problem, you will get much more loyal customers than when you simply declare yourself with an advertising slogan. However, independent searches do good venues, which will make a free placement, often lead to nowhere.

Today, for very little money, content marketing can be ordered from specialists, and every ruble spent will be repaid with a vengeance. We recently made placements for a spare parts store on a popular auto portal and YouTube auto channels. The materials were seen by more than half a million people, the store's sales doubled, and the transitions continue to this day without any financial costs. The bonus from useful articles and for business development is obvious.

19. Barter with banners. Providers are widespread on the Internet, ready to provide free space on their server for your site, but they will place a banner. It is quite acceptable free hosting to host a website for a start-up business.

20. Start a blog. Recently, the popularity of blogging has increased significantly. A promotional offer can also be published here, but only if you can keep an online diary yourself.

21. Free advertising paired with another firm. You agree with the interested company on the production of flyers at its expense - they will place ads of both the partner and yours on different sides. You will also be distributing flyers.

You can do without advertising costs with the help of partners

Andrey Khromov,

CEO of Aristos, Moscow

For example, a company in the market for the supply of automotive components agrees to place advertising on taxi cars (or on seat headrests). A supplier will recommend this taxi to their customers. The costs in this case are limited only by the price of printing flyers.

Such symbioses are most common in the field ecommerce. Most often, we come to an agreement that the online store puts our flyers with a promo code in each order to receive an additional bonus or discount. We do the same for our orders.

Here it is important to choose the right partner for cooperation. You can work effectively even with conditional competitors, which are other online stores. Although it is better to look for more suitable options - for example, for a shoe seller it will be a shoe care company, for a tour operator - a beach accessories store, etc.

22. Advertising in public through articles. In social networks, you can find thematic groups - study the content of one of the publics, write new article appropriate for this community. The group should also be mentioned in the text. Then we publish the article in our public and report it to the moderator of the selected community. He, at a minimum, will post a link to your community, and at most, he will publish the entire article in his group, indicating the authorship and link.

23. Become an advertisement yourself. If there is not enough money for advertising, become it yourself. Communicate the company to everyone - including relatives, friends, acquaintances, random interlocutors, etc. Put a sticker with the name of the company on the car, wear a T-shirt with a logo, etc.

Carry information about the company on review sites

Alexey Shtarev,

CEO of SeoPult Systems

A great and completely free way for a company to advertise itself is to talk to people who write reviews. If they write well about you, thank them and promise “goodies”, if they write badly, show participation and help sort out the situation. It will only cost you time, but it is difficult to overestimate the effectiveness of such work. There are many services to search for reviews, in our system these are free SERM module used by many businesses.

24. Communicate and talk about your product / company/service. Don't forget to participate in all public events where you will have the opportunity to convey information about advertising - including holding press conferences, seminars, exhibitions, fairs, forums, etc.

25. Participation in various competitions to receive grants, subsidies, or the status of the best company in its field. There is always a chance to win here, especially since the media usually write about the participants of the event, providing you with free advertising.

26. Word of mouth- is considered the most effective advertising option. After all, people trust the advice of friends and acquaintances more. Even if you still have rare clients, you should inspire them through small incentives. You can even promise a percentage of the profits for referred friends.

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

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

29. Exchange articles with other sites. Advertising in the form of links to your site, posted in articles from different resources. Special articles should be prepared that can be made available to other resources. That is, you prepare articles for advertising in the form of a link or a banner to your site for free. But the articles must be of high quality so that the site owner wants to publish them.

31. SMS distribution. An effective tool for advertising existing and new customers of the company about news and promotions. Today, various free mailing services are available on the Internet, although they usually become paid after the end of the test period.

32. Create memes- in the form of pictures with a funny caption. Such advertising is based on viral distribution, effectively declaring itself on the Internet.

33. Arrange flash mobs. A pre-planned mass action. The more creative and original the planned scenario, the more potential clients be able to attract. Moreover, such events are actively covered by various media, and people tell their friends.

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

35. Souvenir products- advertising of the company is applied on stationery. These products are distributed free of charge. A very effective tool when Everyday life the client uses your souvenir products - pens, notebooks, notepads, etc.

36. Unidentified city object. Weird items are put on public display that may or may not be related to your products. For example, in different districts of the capital, cars pasted over with leaflets were placed to advertise the film “Fool”.

37. Street performance. The UMMC-Agro company accompanied the launch of the new brand on the market with a street action in the city. Green elves participated in pagan dances calling for summer and mentioning Mr. Green (brand name).

38. Graffiti, with the image of the logo of the company or product. Suitable for applying walls and sidewalks.

39. Intriguing news that can interest people, motivate them to send them to their friends. For example, on the large banners of the pharmacy chain there was a message "Cut out this coupon and get a discount." News appeared in various media that he cut out a 2-meter banner, according to which he received a discount at a pharmacy.

40. Go for the trick. The director of the costume shop quenched a thousand coins, each covered with a layer of gold and silver. When buying, the seller imperceptibly placed such a coin in his jacket pocket. The buyer was happy with such a find and would definitely tell all his friends about it at every opportunity.

Free seminars for clients

Vladimir Sizykh,

Marketing Director, Smart Business Technologies, Moscow

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

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

It is unlikely that it will be effective to sell services at seminars. After all, usually the event involves people who do not have sufficient authority to make the final decision on the purchase. But they can suggest what their companies need, and the information they get can be an important tool for success. marketing work. Another aspect is that seminars are becoming successful option for work with clients, but only if you have a reputation as an expert. Otherwise, such an event will be too small.

3D drawings are an inexpensive way to advertise

Maria Zborovskaya,

business analyst at Prozbor, Yekaterinburg

The return received usually significantly exceeds the investment - by about 3-4 times. For example, street artists depicted several cups of coffee with the company logo in front of the Loft Cafe in Donetsk. The costs amounted to 10 thousand rubles - paid off in the form of revenue in a few days. Even at the stage of creating such advertising, the number of visitors increased by 30%. Moreover, many took pictures and published pictures on the Internet, posted information and city newspapers, thereby increasing the cafe's recognition and the number of visitors by 40%.

What you need to do before launching a free advertising campaign

Step 1. You should 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 makes a purchase. You need to evaluate the compliance of your products with the expectations and needs of the target audience.

Step 4. We calculate options for the development of events. We need at least two scenarios possible development events - optimistic and pessimistic.

Information about the author and company

Elena Kolmanovskaya, Editor-in-Chief, Yandex, Moscow. Yandex is a Russian portal that offers users key Internet services, including Internet search, site directories, a payment system, maps, encyclopedias, email, spam filtering system, free hosting, directory product offers shops and more. etc. The company earns on the sale of advertising, 80% of the turnover comes from contextual advertising. According to research companies TNS Gallup Media, FOM and Komkon, Yandex is the largest resource in Runet in terms of audience size.

Inna Alekseeva, CEO of PR Partner, Moscow. Graduated from the Faculty of Journalism and the Faculty of Philosophy of the Novosibirsk state university. She trained in the field of sociology, PR and journalism in the Netherlands, Italy, Germany. Since 1999, she worked in various positions in PR agencies, then as a PR director at the DOKI real estate agency, and headed the PR service at DeltaCredit Bank. She took first place among the heads of PR agencies in the rating of the magazine "Profile" (2012). Entered the top 10 most influential women in Russian business published by The Moscow Times (2012); won in the nomination "Irreproachable reputation" of the international award "Business Women - 2014". Author of trainings and seminars "Training top officials to work with the media", "Marketing top officials", "Secrets of effective PR", "100% PR: reboot", etc.

Vladimir Sizykh, Marketing Director, Smart Business Technologies, Moscow. CJSC "RDTeH - Reasonable Business Technologies". Field of activity: management and technology consulting, development and implementation information systems. Number of personnel: 286. Annual turnover: 2.029 billion rubles.

Andrey Khromov, General Director of the company "Aristos", Moscow. LLC "Aristos" Field of activity: management of Philips branded online store (www.shop.philips.ru). Number of staff: 80

Maria Zborovskaya, business analyst at Prozbor, Yekaterinburg. LLC "Prozbor" Field of activity: information and consulting support for commercial and financial activities organizations. Main customers: manufacturing and trading companies Ural federal district operating in the b2b and b2c markets (sales automation projects, investment efficiency calculation, etc.)

 

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