Develop your visual acuity: study your competitors

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You can take the easy way and prepare collections of HR recommendations and advice for specialists in your field of activity. Or find an expert from among the employees and share their knowledge and expertise in various formats.

To understand what kind of useful information you can regularly share with your subscribers, you need to define your target audience. The broader the better, since narrowly targeted advertising campaigns can be resource-intensive and require greater involvement in the specifics of the business.

For example, LANIT as a group of IT companies in belarus telegram database social networks targets young people from 22 to 35 years old who are passionate about information technology. Among these people may be our future employees, so it is important for us that they know about us.

We tested many hypotheses to understand how we could attract them. As a result, the most popular posts are about computer games and game development, career advice, and eSports.

As our internal research has shown, most developers and testers have been into esports in the past or are still actively interested in it. Speak to potential subscribers in their language.

So, LANIT is a mature brand with a 35-year history, but we have changed the tone of voice especially for social networks.

They allowed themselves to use slang - equipment became "hardware" and specifications became "specs". They also abandoned complex texts and specialized terminology.

On Topic: 4 Best Practices for Segmentation in CRM Marketing That Will Help You Create Perfectly Personalized Communications


When your brand's public pages look good (posts are coming out regularly, you use different formats and think through the visual design), it's time to launch advertising.

I would like to point out that VK has many more advertising formats, so the scope for maneuver for content managers and targeters is much wider than in Telegram.


VK
When creating advertising creatives for VK, it is worth focusing on the experience of competitors.