TEAVITALL

• To promote content, paid posts in the feed tend to work better than ads on the side of the page. Start test campaigns with placement in the social media feed. Image is critical - consider testing at least four options before committing a substantial budget.

• Establish good relationships with social media theme group owners and editors who can host your posts by appointment or for a small fee. Track the number of visitors that came from each publication.

• When posting content announcements on social networks, lead to lead magnets (where access to content will be possible only after registration) in no more than 25% of publications. The rest of the publications should lead directly to your materials. So make sure the article itself is festooned with lead magnets, deals, and links to other posts on your platform to increase your chances of getting visitor contact information.

• Even if the person read the article and left, you can bring them back to the site and interest in one of the offers using retargeting. Make sure you have it set up before you start a paid social media acquisition campaign.

• Pay attention to Twitter: although it is not as popular in Russia as abroad, the announcement of your articles through this network contributes to their rapid indexing in search engines.

Buying promotion in email newsletters

To quickly gain your own subscriber base, explore the possibility of posting announcements of your materials or special offers in thematic email newsletters.

Subscribers from such mailing lists may cost more, but you save time. So, during the promotion of one of the major events at the Synergy Business School, we paid 120,000 dollars to send out a lead magnet announcement to the HR-specialists database - and in a few days our subscription base was replenished with 1,450 targeted contacts. Normally, it would take about a month to attract them from advertising channels at a comparable price.

When you start negotiating placement in email newsletters, pay attention to whether it will be just a small banner or announcement, or the entire newsletter, entirely dedicated to you. Of course, it is better to negotiate the second option, even if it is more expensive.

Affiliate Programs

This is a necessary element of the promotion plan to attract participants to paid events - conferences, seminars, trainings or training programs in online format.

To launch an affiliate program, you need to set up its technical part and prepare materials for partners - offers, contracts, banners, mailing lists, texts of letters, etc.

Affiliate program logic using content -marketing is as follows:

• each partner receives a unique affiliate link to an event page or a subscription page with your best lead magnet, such as a series of video tutorials;

• if a visitor who first came to your site through an affiliate link, after a while buys your main product, this sale is credited to the partner;

• at the end of the promotion, each partner receives a commission depending on the amount of purchases made by the clients who came from him.

Jeff Walker recommends using affiliate programs for mass launches using the Product Launch Formula technology. Attracting participants through partners is also actively used in Runet. For example, most of the participants in David Allen's master class in Moscow in December 2015 were attracted through an affiliate program.

YouTube advertising

If your specificity justifies the production of a series of video materials, promotion on YouTube will help attract new audience.

Note that there are three main ad formats on YouTube:

• before other videos start (in-stream). 5 seconds after the start, the viewer can skip the ad or watch it to the end. You pay per view if the duration of the video exceeds 30 seconds or the viewer watches the video to the end. Therefore, carefully work out the first 5-10 seconds of the video so that it captures and holds attention from the very beginning;

• in the list of recommended videos (in-display ad). Your video will appear to the right of the main window labeled "ad". Clicking on this video starts playing it, so the call to action - subscribe and get your lead magnet or subscribe to your video channel - you additionally insert into this video;

• video in YouTube search (in-search ads). Your video will appear in the first line of YouTube searches labeled "ad". Make sure the video contains a strong call to action, and links to your subscription page or YouTube channel are embedded.

Guest post your articles on industry sites, blogs, online magazines

If you know where your target audience is found on the Web, what professional sites and blogs evoke it.