Telegram for a marketer: why use chats to promote a business and how to do it /Habr
Not so long ago, the blocking of Telegram in Russia ended, and now companies have the opportunity to actively use this messenger again to promote products and services. In today's article, we'll talk about how useful Telegram chats can be as a marketing tool, consider examples of their use and mistakes that should be avoided.
So why does a marketer need Telegram chats? chat for authors Yandex Zen service:
Reason # 2: Customer support
The number of Telegram users in Russia is already exceeds 30 million people, which means. If the company does not allow all these people to get advice in a convenient way, there is a great chance that they will go to competitors who communicate where it is convenient for the buyer.
From this point of view, having a support chat is quite a marketing tool for increasing user loyalty and retention. There are many ways to organize chat support:
connecting a chat bot to answer standard questions;
chat integrated with CRM system.
As you can see, Telegram support can be organized both for e-commerce businesses and for complex products and services. For example, an IT integrator IT-sum implemented support chat integrated with Bitrix24 - as a result, all requests from clients go to the corporate portal, where they are assigned a priority of execution, and managers can control the work on them.
Reason # 3: Active selling
Since chats can be used to build communities and provide support, it makes sense that they can also sell. Similarly, you can use both a chatbot and the work of managers with varying degrees of automation.
Chats for active sales are used, for example, by electronics sellers. In addition, there are chatbots for ordering food delivery from restaurants:
Reason # 4: Establishing Industry Leadership
Another long-term, but very important task that can be solved using chats in Telegram is the formation of the company's image as a leader in the industry. If a company owns a chat room, in which leading industry experts communicate, important questions are raised, both colleagues and customer representatives are present, this is an excellent tool for promoting initiatives born by the team.
Such communications have a positive effect on the development of the entire industry, and at the same time, the company that organized such a platform for communication is logically perceived by everyone as its leader. Examples of similar industry chats can be found in many areas, one of them being 3-3-3113. information security
What mistakes to avoid
While Telegram chats can be an extremely useful marketing tool, it won't work on its own. Here are some of the common mistakes that many marketers make.
Mistake # 1: the audience won't be typed on its own
It is important to understand that Telegram is a platform that is convenient for many of your potential customers. But this does not mean that they themselves will somehow find out about your chat and start using it. Here you have to spend time and effort.
There are quite a few ways to draw attention to your channel, bot or chat:
advertising in industry channels and groups;
using corporate information resources - from email newsletters and links in signatures to social networks;
external platforms - online media, influencer accounts in your industry.
In any case, you need to understand from the very beginning that the initial recruitment of an audience will take time and require investment.
Mistake # 2: no discussion moderation
The second mistake is to assume that once you have an audience, chatting will work just fine on its own. This is not true. The more people there are, the more spam, rudeness and conflict situations will be. It will be quite difficult to track all this manually. To solve the problem, so-called moderator bots are usually used. Here is one of the most advanced by the functionality of bots.
Such tools allow:
Automatically check for new users - the participant will have to click on the button to start the message (greatly reduces the amount of spam).
Set up filters for specific words - this way you can get rid of swear words, prohibit the mention of certain words, and also automatically apply various punishments to violators.
Limit too active participants - some users like to clog the air only with their messages, for such cases, you can set up restrictions.
It is also possible to limit the sending of voice messages, files, audio recordings and even stickers - this will help make the chat cleaner and reduce the likelihood of hacker attacks on users.
Configure keepalive - during periods when there are few messages in the chat, the bot can send special messages, publish polls, etc. This raises the activity to the desired level.
Mistake # 3: no understanding of the audience
In the absence of any analytical capabilities in the Telegram platform itself, chat owners have to look for opportunities to find additional information about users. This is necessary in order to understand how exactly to manage the development of the chat, which topics "go" better, and which cause negative.
This is where specialized bots come to the rescue, including analytical functions in the bot moderator from the example above. It allows you to analyze your chat history, identify the most active participants, the most popular topics, etc.
Telegram is an effective marketing tool that allows you to solve many problems from building communities, support and sales to building an image of an industry leader.
After the restrictions on the work of the messenger in Russia are lifted, the effectiveness of chats will increase even more, but it is important to understand how to use this tool. Competent planning of the chat development, competent moderation and analytics will allow you to achieve really good results.
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