Rodriguez Alyssa

[junaiha123]

What to do if the client's area of ​​work is quite expensive (for example, house construction), and the promotion budget is limited? We tell how we achieved the set goals, show screenshots with figures, share conclusions.

Hi, my name is Anatoly Politsyn! I run the internet marketing agency "Sinaps". We create websites from scratch and help businesses with online promotion: we launch SEO, contextual and targeted advertising.

The company "SeverDrevStroy" contacted us . The client builds wooden houses and baths. All applications come to him from Avito. He is familiar with Yandex.Direct: he tried with another contractor, invested 70 thousand rubles, did not receive any economic effect. Of course, after such an experience, he is categorically not ready to invest even more money in online promotion. He has no time to understand the nuances of advertising platforms and digital metrics, he just wants to solve his problem - so that his product sells better. The task of specialists is to understand how to do this best. In this case, our specialists will tell you how they managed to choose the right promotion tools within the designated budget.

What we offered to the client
We discussed two platforms for promotion - Yandex.Direct and VKontakte. The client contacted us because we can provide comprehensive promotion. If with Direct everything is clear to him at a basic level, how it works, then with targeting it was necessary to explain what opportunities there are.

We explained that we have two options for promotion through VK Advertising:

Lead users to applications through lead forms, messages, etc.
Lead users to subscribe to the group.
"The first option - with
website development service applications - requires large investments. Usually, success comes when the client's daily budget is not less than the cost of a lead. That is, if an application costs five thousand, you need to spend at least five thousand a day on advertising. The client considers this expensive and is afraid of another failure. The second method caused doubts in the customer. He did not understand why we need subscribers in home building? After all, we just want to sell houses, right?" - Anton Lučinskis, account manager.

But the game was worth the candle. Now we will tell you why, and how we proved it to the client.



Why the subscription option is good here
Before the call, we looked at the client's VK group. It looks decent: there is a cover, a pinned post describing the company and services, and finished projects are presented. We see that the client makes VK Clips: short and easy-to-produce videos, where, for example, workers install a bathhouse. In general, they are well received, there are views. Later, the client said that he does this without much enthusiasm, because he does not yet understand why and does not see any benefits.


Design of the SeverDrevStroy group in VK



We asked the client if he was ready to continue making content for the group. He agreed: "If it makes sense, then sure." We already had experience of successful promotion with little expense due to regular and high-quality posting. We discussed the strategy with the client and explained that the result would not be immediate, but it was worth it. We would attract interested subscribers who would view the content and start receiving applications.

How a hidden objection was resolved
The client fully relied on us in terms of strategy. This is because he felt a partnership attitude. He understood that we have a desire to delve into his pains and concerns. We know how to ask clear and important questions for the work, keep our finger on the pulse and are focused on the result.



At the stage of getting to know the client, we found out how the work was organized with another contractor, why they left, what they didn’t like. It became clear that the reluctance to increase the budget was due to the fear that the money would go nowhere again. Past experience made itself felt. We analyzed the situation and based on this, built our value for the client. It was that for the same money we offer a non-standard promotion option. Moreover, cooperation with us meant promotion through two channels in parallel (VK and Yandex.Direct). So that the client did not have inflated expectations, we honestly explained that with a limited budget we would not be able to achieve quick results. The client heard us. This is how our fruitful work began.

What happened next
We had a task to increase the number of subscribers in the group. There is a brief, creatives are agreed upon - it's time to launch advertising for joining the group. A month has passed - questions have started appearing in the group messages. A good sign.
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website development service

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