How can a business position a community on social networks?
Brand positioning is currently chosen by most business owners who want to promote VKontakte. Its essence is that when you start a group, you openly say that you are an “Internet bedding store” or “Family lawyer” or “Promsvyazbank”. That is, the person who comes to you immediately understands that he was in the commercial community. In fact, in this case, your group is a kind of analogue of the site with the appropriate attributes: the brand is reflected in the name and on the avatar, contacts for communication are indicated everywhere, there are prices for your services in discussions, your products are posted in photo albums, etc.
However, this type of positioning has serious disadvantages.
The most important thing is that people enter into such a community rather reluctantly. Exceptions are perhaps the big promoted brands, such as Megafon or Sberbank. People join such groups, if only to throw out all their accumulated negativity. In general, for large brands, the VKontakte community does not need so much to increase sales (by the way, it’s rather problematic to calculate them, since there is constantly mixed up “noise” from other large advertising channels, for example, from television advertising), but rather to get negative feedback from customers and work out . In most cases, your brand is not known to anyone, you actually come to social networks in order to get this fame.
However, social networks are designed in such a way that, first of all, people come there to chat, have fun, and get some useful information. But do not buy or order services! There are search engines or Yandex.Market for this. Look at your personal page. Do you have a lot of commercial communities in the news feed? I suppose that if they exist, then the content of these groups is really something interesting, and not just posting solid commercial offers.
The second minus directly follows from the first. Since people join groups of unknown brands much worse, the cost of attracting participants is seriously increasing. In some situations, one who joined your group, for example, from targeted advertising, can cost you 150-200 rubles.
However, there is an interesting nuance that I began to notice some time ago. With commercial positioning, people may not join the community, but immediately make a call or order through private. This works especially well if the business community is properly trained or uses wiki technology. That is, yes – the cost of a participant costs 100 rubles, but at the same time, traffic to the group (and it can be very cheap with targeted advertising) allows you to immediately receive customers.
Of course, it’s ideal to get both customers and subscribers cheaper. Now, to solve this problem, users need to give the main thing – quality content. It is he who recently affects the conversion. Previously, cats and some quotes were very popular, but now there is obvious fatigue from poor content. People are looking for unique author’s articles, useful videos, etc. Accordingly, if your community, even choosing a brand positioning, gives users useful information, they will join your group and read your news in their feeds.
I also want to note that commercial positioning is the only option when you can use VKontakte to promote SEO. With another positioning, the name of the group will simply not allow you to do this. Special in brand positioning is the so-called Personal Blog. Sometimes it is even isolated in a separate type.
He has one feature. A blog is a real brand positioning (it’s just a personal brand, not a company’s brand), but it so happened that people are used to reading informational content on certain interests in blogs. Therefore, the situation here will be slightly different – entry into a personal blog will be much higher and, accordingly, the cost of the subscriber will be significantly lower. The only thing is that it is not suitable for all topics.
You can position your community by interests. In this case, it is not your brand that is at the forefront, but the theme that is close to it. Suppose, if you want to sell sports nutrition, then you can create a group “Club of bodybuilding enthusiasts”, because it is this audience that is interested in such products. If your niche is baby products, then create a community “Club of young mothers”.
The main task is to accumulate your target audience in the community in order to subsequently sell your goods and services to it. In fact, this is a model of the so-called two-step sales. However, here I want to make one reservation. In this article, it is no coincidence that there is a mixed type of positioning (both by brand and by interest).
Pure positioning by interest implies that your target audience does not even realize that the group belongs to your brand.