Landing page for a cold audience using the RDB model. The future is already here

04Feb

Hello! In this article we will talk about marketing in simple words - what it is, why and how to apply it in an enterprise.

Today you will learn:

1. What relates to marketing, functions and types of marketing;
2. What are the marketing strategies for an enterprise, and what does a marketing plan consist of?
3. What is marketing in business, and how to distinguish it from business for the consumer;
4. What is it and how not to confuse it with a financial pyramid;
5. What is Internet marketing and its advantages.

The concept of marketing: goals and objectives

There are at least about 500 definitions of marketing. Often, with such an abundance of definitions of this concept, it is difficult to understand what relates to marketing.

Explaining in accessible language, marketing - This is the activity of an organization aimed at making a profit by satisfying the needs of customers.

In a broad sense, many marketers view marketing as a business philosophy, that is, the ability to study the market, the pricing system, predict and guess customer preferences, effectively communicate with them in order to satisfy the needs of consumers and, accordingly, make a profit for their enterprise.

Based on the definition, it is logical that the purpose of marketing at the enterprise is to meet customer needs.

And the famous economic theorist Peter Drucker notes that the main goal of marketing is to know the client so much that the product or service can sell itself.

To achieve the organization's goals, marketing activities involve solving the following tasks:

1. Detailed market research, in-depth analysis of customer preferences;
2. A thorough study of the pricing system in the market and development of the organization’s pricing policy;
3. Analysis of competitors' activities;
4. Creating a range of goods and services for the organization;
5. Release of goods and services that meet demand;
6. After-sales service;
7. Marketing Communications

When solving marketing problems, you must be guided by the following principles:

1. Studying the production capabilities of the enterprise;
2. The process of planning methods and programs for marketing a product or service;
3. Market segmentation;
4. Constant updating of goods and services, ways of selling them, improvement of technologies;
5. Flexible response of the organization to constantly changing demand.

Marketing functions

Marketing performs a number of functions:

1. Analytical;
2. Production;
3. Management and control function;
4. Sales function (marketing);
5. Innovative.

Analytical function involves the study of external and internal factors influencing the organization, the study of consumer tastes and the range of goods. It is worth noting that it is necessary to analyze the internal environment of the organization in order to control competitiveness in the market.

Production function includes the development and mastery of new technologies, organizing the production of goods and services, organizing the purchase of material and technical resources necessary for the enterprise. In addition, the production function refers to the management of the quality and competitiveness of the finished product or service, that is, maintaining the quality of the product in accordance with established standards.

Control and monitoring function provides the planning and forecasting process at the enterprise, organization of the communication system, information support and risk management.

Sales function includes the pricing and product policy of the organization, provides a system of product distribution and expansion of demand.

Innovative feature in marketing, plays the role of developing and creating a new product or service.

To solve problems and achieve set goals in marketing activities, it is necessary to apply the following marketing methods:

• Studying the market situation:
• Survey;
• Observations;
• Methods of generating demand and stimulating sales;
• Analytical methods:
• Analysis of the external environment of the organization;
• Consumer analysis;
• Analysis of existing products;
• Planning the range of future products;
• Development of pricing policy;
• Information methods:
• Advertising;
• Personal selling;
• Propaganda;
• Consultations.

Thus, based on the definition, goals, objectives, functions and methods of marketing, we can conclude that the science of marketing is focused exclusively on the consumer and meeting his needs.

Types of Marketing

Depending on demand distinguish between the types of marketing presented in table 1.

Table 1. Types of marketing depending on demand

Type of marketing	State of demand	Task	How to solve the problem
Demarketing	High	Reduce demand	1. Increase the price
Conversion Marketing	Negative	Create demand	1. Development of a plan for promoting a product or service 2. Re-release of goods 3. Cost reduction
Incentive Marketing	Absent	Stimulate demand	Reasons for lack of demand must be taken into account
Developmental marketing	Potential	Make potential demand real	1. Determine customer needs 2. Create a new product or service that meets these needs
Remarketing	Decreasing	Restore demand	Look for ways to revive demand again
Synchromarketing	Hesitates	Stimulate demand	1. Adjust the price (lower if necessary) 2. Promotion of a product or service
Supportive Marketing	Corresponds to offer	Stimulate demand	Correctly conduct pricing policy, stimulate sales, conduct advertising, control costs
Adversarial Marketing	Irrational	Reduce demand to zero	Stop releasing the product

• Demarketing – a type of marketing that is aimed at reducing demand. This situation is possible when demand significantly exceeds supply. To deter consumers, the organization raises the price of a product or service, refuses advertising and tries to reorient the client.

A striking example is the use of demarketing in the cold season, when the need for electricity increases significantly. Since this can negatively affect the entire electrical grid system, very expensive equipment may fail, marketing workers develop programs to reduce demand or redirect it.

• Conversion Marketing – a type of marketing aimed at creating demand. It is used in case of negative demand for a product or service. To do this, they develop a plan for promoting a product or service, lower prices or re-release the product. To promote a product or service when demand is negative, advertising and PR campaigns are used.
• Incentive Marketing used when there is no demand. It is necessary to stimulate demand, taking into account first of all the very reason for the lack of demand.

There may be no demand for products if:

• The product is not relevant on the market;
• The product loses its value;
• The market is not ready for the emergence of a new product or service;

To interest the buyer and increase demand, the enterprise uses tools such as a sharp reduction in the cost of a product or service, increased advertising activities, the use of trade marketing methods, etc.

• Developmental marketing – a type of marketing in which potential demand must be converted into real demand. That is, you should determine the needs of customers and create a new product or service that meets these needs.
• Remarketing used in situations where demand needs to be revived. That is, the demand for products is falling and it needs to be restored by introducing new characteristics and features into the product or service. For example, first Clear Vita ABE anti-dandruff shampoo based on the new zinc pyrithione formula and the unique Vita ABE formula was created for both men and women. Subsequently, Clear experts proved that the scalp of men and women has a different structure, and released a line of Clear Men and Clear Woman shampoos.
• Synchromarketing – a type of marketing in which it is necessary to stimulate demand, as it fluctuates. The tasks of synchromarketing include smoothing out irregular demand by establishing flexible prices and various ways of promoting products. This type of marketing is usually used in the case of seasonal demand or any other cyclical fluctuations, as well as climatic factors that greatly influence demand. A striking example of the use of synchromarketing is the offer of various set lunches and business lunches in cafes and restaurants during the daytime at a reduced price. Since there are much fewer visitors during the day than in the evening, daytime prices are therefore lower than evening prices.
• Supportive Marketing An organization uses it when demand matches supply and it is necessary to continue to stimulate demand for a product or service. To maintain demand at the proper level, it is necessary to conduct a correct pricing policy, stimulate sales, conduct advertising, and control costs.
• Adversarial Marketing is used when there is constant irrational demand for products, which is contrary to the interests and well-being of the population. In such a situation, it is necessary to stop production and carry out anti-advertising. Counter-marketing tools are used on products such as alcohol and tobacco products.

Depending on market coverage There are mass (undifferentiated), concentrated (targeted) and differentiated marketing.

Undifferentiated Marketing Concept involves a product intended for all market segments. Product differentiation is not carried out; products are sold at low prices.

With concentrated marketing the situation is the opposite. Products or services are designed for a specific group of customers.

When using differentiated marketing forces are directed to several market segments. But it is worth noting that a separate offer is created for each market segment. This type of marketing is considered more promising in relation to the previous two types.

Marketing Strategies and Marketing Plan

There are 2 levels of marketing at an enterprise:

• Tactical;
• Strategic;

Tactical, or in other words, operational marketing involves developing short-term plans to achieve the organization's goals.

Strategic Marketing aimed at developing long-term prospects for the enterprise’s operation in the market. That is, the internal capabilities of the organization are assessed on the influence of the external market environment.

Marketing strategies are classified into the following groups:

• Market expansion strategy;
• Innovation strategy;
• Diversification strategy;
• Reduction strategy.

Market expansion strategy otherwise called a concentrated growth strategy. That is, the company's strategy is aimed at horizontal development, conquering a larger part of the market in the fight against competitors, and improving existing products or services.

Innovation strategy otherwise defined as an integrated growth strategy. That is, the organization’s activities are aimed at vertical development - the creation of new goods and services that will have no analogues.

Diversification strategy the organization chooses if the probability of “survival” in the market with a certain type of product or service is very low. Then the organization can produce a new product or service, but at the expense of existing resources.

Reduction strategy used when an enterprise remains on the market for a long time for more efficient operation. An organization may undergo reorganization or liquidation.

Marketing strategies are also distinguished by market coverage:

• Mass (undifferentiated) marketing strategy;
• Differentiation strategy;
• Individualization strategy;

Mass Marketing Strategy aimed at the entire market as a whole. Market advantage is achieved by reducing costs.

Differentiation strategy focused on capturing most of the market segments. The advantage is achieved by improving the quality of products, creating new designs, etc.

Consumer Personalization Strategy aimed at only one market segment. The advantage is achieved through the originality of a product or service for a specific target group of customers.

Developing a marketing strategy consists of seven stages:

1. Market research;
2. Assessment of the organization's capabilities;
3. Assessing competitors' capabilities;
4. Setting marketing strategy goals;
5. Research of market segments and consumer interests;
6. Positioning development;
7. An economic assessment of the strategy is being carried out.

Stage 1. An analysis of macroeconomic indicators, the political, social and technological situation, as well as the influence of international factors is carried out.

Stage 2. To assess the capabilities of an enterprise, economic analysis, marketing analysis, production capacity assessment, portfolio assessment and SWOT analysis are carried out.

Stage 3. Includes an assessment of the organization's competitiveness. Competitors' strategies, strengths and weaknesses, and ways to establish superiority over competitors are studied.

Stage 4. At the next stage, the goals of the marketing strategy are established.

Stage 5. Includes research into customer needs and methods and time to market.

Stage 6. Specialists receive certain recommendations for enterprise management.

Stage 7. An assessment and analysis of economic strategy and control tools is carried out.

To summarize, we can conclude that a marketing strategy reflects a plan to achieve the company's business goals, which evaluate the production capabilities and financial budget of the organization.

The marketing plan is inextricably linked with the marketing strategy of the enterprise, that is marketing plan implies a special document reflecting the organization’s marketing goals and objectives, as well as marketing strategies that will be applied in practice.

To specify the marketing plan, a marketing program is drawn up, which will indicate who is doing what to do and how to do it.

To implement a marketing plan, you must adhere to the following principles:

• The principle of rolling planning;
• Principle of differentiation;
• The principle of multivariance;

Rolling planning principle applied depending on the market situation. This principle involves introducing adjustments to the current plan. For example, a marketing plan is designed for 3 years, but the market situation changes quite often, so amendments and adjustments to the plan are required annually in order to be competitive.

Principle of differentiation assumes that an established product or service cannot be liked by everyone. Therefore, using this principle, it is possible to reorient to serve any category of consumers selected according to certain criteria.

The principle of multivariance involves the development of several marketing plans simultaneously for all possible situations.

The structure of the marketing plan is as follows:

• Determine the mission of the organization;

The mission of the organization involves identifying strengths in order to become successful in the market.

• Compile a SWOT analysis of the enterprise;

SWOT-analysis is a situational analysis that reflects the strengths and weaknesses, capabilities of the organization, as well as threats under the influence of internal and external environmental factors.

• Set marketing goals and strategies;

It is advisable to set goals and define strategies for each area separately.

• Development of the organization's pricing strategy;

• Selection of market segments;

In this block, when choosing market segments, the emphasis is on reducing costs and increasing sales efficiency through sales volume and prices.

• Scheme for selling a product or service;

Here it is necessary to highlight the product sales channels, whether they work effectively, in what quantity and how they are implemented in the organization.

• Implementation tactics and sales promotion methods;

At this point, it is necessary to decide on methods for selling goods or services that could be successfully used both in the short term and in the long term.

• After-sales service policy;

Here we need to constantly improve the after-sales service system. It is necessary to compare the level of service with competitive enterprises, improve the qualifications of employees, and monitor their communication skills. It is also worth providing certain guarantees and additional services to your customers and comparing them with your competitors.

• Conducting an advertising campaign;

• Formation of marketing costs;

When drawing up a marketing budget, it is necessary to take into account all planned expenses, income and highlight the projected net profit of the organization.

Thus, it should be concluded that a marketing plan is simply necessary for the successful organization of an enterprise. This is a kind of map that helps you navigate the economy as a whole, conduct an effective business and be competitive in the market, receiving high profits.

Business Marketing or B2B Marketing

Marketing in business or otherwise they call it marketingB2 B (business-to-business, business for business) is determined How business relations between industrial enterprises in the market, where goods and services are not for final consumption, but for business purposes.

B2B marketing should not be confused with marketing B2 C(Business to Consumer, business for the consumer), which implies marketing relations in the market where goods and services are created for final consumption.

Marketing in business has distinctive features and characteristic features:

• Demand for business activities stems from consumer demand;
• An organization purchases a product or service to achieve its goals. That is, a business purchase is targeted in nature rather than a consumer purchase. The client buys this or that product to satisfy himself. That is, consumer purchase is emotional in nature;
• Volume of goods or services purchased. An enterprise buys goods and services not individually, but in tens and hundreds of pieces, that is, it makes large purchases;
• The risk of buying a business is much higher than buying an ordinary consumer. The profit of the organization depends on this;
• Business purchases are made by professionals in their field. The purchasing decision is made by several specialists in this field;
• In B2B marketing, the seller knows the buyer's needs better and interacts closely with him;
• The company that makes a business purchase hopes for further cooperation with the seller. Therefore, the provision of guarantees, service and installation plays a significant role here.

Network Marketing

Network Marketing (MLM - multi level marketing) is a technology for selling products from manufacturer to consumer, which is advisory in nature and transferred from person to person. At the same time, the so-called distributor can not only sell the product, but also attract new sales agents to the company.

The business plan of an MLM company assumes that distributors:

• Have you used this product yourself?
• Sold the product to customers;
• They attracted other sales agents to create a network of business entrepreneurs.

The manufacturer himself is responsible for organizing delivery. He ensures that the goods are delivered to the distributor's home. For effective work of sales agents, master classes and seminars are provided to develop sales skills and achieve success in their business.

For the entrepreneur network marketing is an attractive business because it does not require experience or a large initial investment in capital.

For the buyer network marketing also looks advantageous, since truly responsible MLM companies provide quality products and a guarantee for them. In addition, before purchasing a product, the consumer receives all the necessary information about it and receives the product at home.

Network marketing provides for active and passive income. The agent receives active income based on sales volume. And passive income is created through the creation and active development of a subnetwork of distributors.

However, although at first glance, network marketing seems to be an attractive business, in addition to its advantages, it also has a number of disadvantages.

Table 2. Advantages and disadvantages of network marketing

To attract a potential distributor to an MLM business, you can use the following methods:

• Look for partners among your surroundings;
• Look for partners among your friends and acquaintances;
• to promote products;
• Look for partners through social networks;
• Meet new people and attract them to this type of business.

When it comes to network marketing, there is an immediate association with such a definition as a financial pyramid, the activities of which are prohibited in the Russian Federation.

The main difference between network marketing and financial pyramids is that the profit received by MLM companies is divided between distributors, taking into account the contribution of each. And the financial pyramid receives income due to the number of people attracted and their contribution to a non-existent product.

In addition, network marketing can be distinguished from a financial pyramid by the presence of:

• Marketing plan;
• Company guidelines and articles of association;
• The products themselves;
• Training systems.

The financial pyramid does not have a specific marketing plan; it is very confusing and incomprehensible. The company's management is anonymous and, moreover, there is no charter of the enterprise. There is no assortment of goods, there are only a couple of units of questionable products. There is also no training system provided or it costs a certain amount of money, for which they issue cheap advertising brochures.

Network marketing provides training for sales agents free of charge, or training CDs, books or videos on the Internet are issued for a symbolic amount.

Vivid examples of the successful development of network marketing are the companies Amway, Avon, Oriflame, Faberlic and Mary Kay.

To summarize, we can conclude that network marketing is aimed at promoting a product and rewarding the distributor for the work done, and the main goal of a financial pyramid is to attract people and their financial investments.

Internet Marketing

Internet marketing is currently a relevant innovation for promoting goods and services.

Internet Marketing represents the application of traditional marketing activities on the Internet.

Purpose of Internet Marketing– making a profit by increasing the number of visitors to a website or blog, who in the future will become buyers of certain goods and services.

Tools for increasing sales of goods and services and increasing website traffic are:

Helps to create and strengthen relationships with a specific target group that is subscribed to the newsletter.

• Traffic arbitrage – purchasing and resale of traffic at a higher cost;

Internet marketers face the following challenges:

• Promote products and services using;
• Create interesting content for the target audience;
• Process the information received;
• Monitor the operation of the site;
• Maintain the company's image on the Internet;
• Recruit specialists with a narrow focus to perform a specific job.

Online marketing includes the following elements: product, price, promotion, place.

Internet marketing includes strategies such as:

• Viral marketing;
• Comprehensive online marketing;

Viral Marketing is the most challenging yet most rewarding online marketing strategy. It is focused on creating such interesting information that everyone will view hundreds of times, constantly like and repost.

Viral attraction of people is used using:

• Use of videos;
• Use of online games;
• Use of the company website;
• Writing a provocative article that can cause resonance and will be discussed among users;

Effective work and success can be obtained by combining viral marketing on social networks with advertising.

The main advantages of viral internet marketing are simplicity and speed of action. In addition, viral Internet marketing is cost-effective, as it does not require any special expenses. The Advertising Law does not apply to viral advertising. That is, there is no censorship or any restrictions, which makes Internet marketing freer.

Essential disadvantage of viral online marketing there is insufficient control over the process, and the supplied material may be distorted.

Comprehensive Internet Marketing implies a set of various resources and advertising channels to promote a product or service to the market.

The structure of integrated Internet marketing is as follows:

• Strengthening traditional marketing;
• Processing all market segments;
• Advertising profit reports;
• Sales control in branches;
• Building a unified system for promoting a product or service;
• Telephony construction;
• Sales training;

Under PR (PR) means increasing brand awareness. This strategy should be used by all companies, regardless of position, as it helps increase company revenue, attract potential customers, and the brand becomes recognizable and popular on the Internet.

Having considered the goals, tools and strategies of Internet marketing, we can highlight its advantages:

• Large target audience coverage;
• Obtaining information at home;
• Low advertising costs.

Conclusion

In conclusion, I would like to say that marketing is a very interesting science for entrepreneurs. Knowing how a marketing plan is drawn up, when and where to apply this or that marketing strategy, you can remain competitive in the market for a long time, while making a good profit. And, having mastered Internet marketing, you can achieve even greater success in.

On October 31, the juiciest marketing conference, Pear 2015, took place in Novosibirsk. We attended the best reports and are ready to tell you about them.

The future is already here

Vladilen Sitnikov showed trends that will radically transform society, and with it marketing. Some of them are already changing our lives.

Market of Ideas

The advent of the 3D printer marked the beginning of the emergence of a market where the main value would not be products and manufacturers, but ideas. Already, owners of 3D printers can independently print small objects and weapons. The technology for printing houses and infrastructures is developing. In the future, everyone will be able to print any thing for themselves, which means that only ideas and schemes will become valuable, and they will dominate the new market of ideas.

Newnomics

Gett, Uber, Airbnb provide a service that significantly changes the lives of users, and with it the perception of the surrounding reality. Gradually, conventional advertising in the form of banners and banners will become completely ineffective. What does the future hold for advertising? The only possible option for existence will be integration with the largest services. Thus, Disney has already created a project together with Airbnb, offering users to rent princess apartments.

Internet of Things

The trend of smart things will lead to longboards that tweet about the best asphalt in town or jackets that can tell you the weather forecast.

Closed Internet

The problem of maintaining personal “space” on the Internet arises; users install programs to prevent their activities from being tracked. The Internet, which unites vast spaces, is becoming “closed”.

Other money

Not long ago, Facebook made it possible to transfer funds directly in the messenger. The world is moving towards becoming completely cashless.

Know everything about yourself and control yourself

With the advent of Apple Watch and other wearable gadgets, people began to think more about their health. Now we want to constantly be aware of what is happening to our body.

Instagram for business

Tanya Ivanova shared the secrets of working effectively with Instagram.

Types of Instagram Accounts

• Conditional personal account

A personal account of an expert that combines professional posts with personal photos.

• Lifestyle account

Most popular among bloggers. Shows a person’s life, trends.

• Character account

Very often used by companies. The point is to create a recognizable, attractive character and show his life.

• Art account

Attracts users with unusual sculptures and exhibitions.

• Insight account

Reveals the hidden truth about the consumer.

What helps build a community is not mass following, but original content and the correct use of hashtags.

Best time to post

The optimal time was derived through constant experimentation.

Morning: until 11:00

Day: 13:00 - 15:00

Evening: after 19:00

Twitter communication models

All communication models in this network are divided into three types:

• Unofficial (friend+friend)

The brand communicates on an equal basis with users, forming friendly relationships with customers.

• Mentoring (teacher+student)

The brand educates users, showing a high level of expertise in its field.

• Official (adult+adult)

The brand communicates in business language. (quite rare)

Common mistakes when maintaining an account

• Monotonous content
• Posting too often
• Posting too infrequently
• Lack of hashtags
• Excessive abundance of hashtags
• No video

Content map

Four tasks and two strategies

Ilya Balakhnin spoke about development strategies and main business objectives.

Four tasks of any business

Structure and cost management

To achieve this task, you need a detailed comparison of your product with a competitor’s product, i.e. literally, you have to compare every bolt and technology with your competitor's production in order to find new ways to improve your product and reduce its cost.

More efficient use of assets

At this stage, it is important to understand whether the company has untapped assets (expertise or innovation) that can be used in the current environment to add value to your product or enter new markets.

Increasing income opportunities

One of the main tasks of business is the constant search for a new free market. A transition to other niches is possible if you find a use for an existing product in this area, slightly changing it to suit the specifics of the market.

Increased customer value

It is necessary to gradually build a brand that will give more value to your product in the mind of the customer. This will allow you to sell the same product at a higher price.

Two strategies for generating income

Conventionally, all types of profit-making strategies can be divided into two types:

Generating income from a brand

When, through a significant injection into a brand, you sell an essentially unnecessary product.

Creating value through product

In this case, you present your product in the form in which the client wants to receive it.

Attitude towards the brand is formed according to the “RDB Model”

Resonance is knowledge about your product and how it can be applied.

Differentiation is how your product differs from its analogues.

Vera is the successful experience of other users.

R resonance	D differential ciation	B faith	Consumer reaction

Ilya Balakhnin talks about development strategies and main business objectives.

Four tasks of any business

1. Structure and cost management

To achieve this task, you need a detailed comparison of your product with a competitor’s product, i.e. literally, you have to compare every bolt and technology with your competitor's production in order to find new ways to improve your product and reduce its cost.

2. More efficient use of assets

At this stage, it is important to understand whether the company has untapped assets (expertise or innovation) that can be used in the current environment to add value to your product or enter new markets.

3. Expanding income opportunities

One of the main tasks of business is the constant search for a new free market. A transition to other niches is possible if you find a use for an existing product in this area, slightly changing it to suit the specifics of the market.

4. Increased customer value

It is necessary to gradually build a brand that will give more value to your product in the mind of the customer. This will allow you to sell the same product at a higher price.

Two strategies for generating income

Conventionally, all types of profit-making strategies can be divided into two types:

1. Generate income from the brand

When, through a significant injection into the brand, you sell an essentially unnecessary product.

2. Creating value through the product

In this case, you present your product in the form in which the client wants to receive it.

☛ Attitude towards the brand is formed according to the “RDB | resonance, differentiation, believe”

∙ Resonance - knowledge about your product and how it can be applied.

∙ Differentiation - differences between your product and analogues.

∙ Faith - successful experience of other users.

The same instruments are used before the transaction, during the transaction and after it. These tools are reflected in the RDB (resonance, differentiation, belive) model. For communication to be effective at all stages of a transaction, everything we use in communicating with clients must solve three problems.

∙ The first task is resonance. When the client understands what product is being offered to him and what problems it solves.

∙ The second task is differentiation. This is how the company differs from its competitors.

∙ The third task is faith. The client must trust that the company has experience solving problems similar to his.

These three options only work together. To determine which of the transaction parameters is “lame” in your company, remember the objections of customers: if they ask you about the price and negotiate, it means that your company has not finalized differentiation; if the client says that he does not need your product at all, it means that it is not enough worked with resonance.

The application of the RDB model in the B2B and B2C markets is somewhat different in terms of what to emphasize in this model.

In the B2C market there is a person with personal needs, so you need to focus on differentiation, you need to come up with an interesting difference from competitors. For the B2C sphere, the main thing is differentiation; it is important for the buyer to know why he should buy your product.

Entrepreneur Alexander sells mini-wall whiteboards for home and office through a landing page. A whiteboard is a board on which tasks are written with a marker and plans are drawn. It is great for team work when you need to clearly explain something.

The board is also useful at home: you can write down goals, attach your favorite photos, and for a freelancer you can plan your working day.

The boards sold well to offices - they were purchased by secretaries or managers themselves. But they didn’t go for the home, so Alexander made a separate landing page and ordered advertising on VKontakte.

After three weeks, 2,000 visits and 16,000 rubles spent, Alexander sold four boards.
Advertising is set up correctly. What to do?

Selling through a landing page to a cold audience is based on three things: a person must understand what is being sold, how the product will help him, how it differs from others, and whether it will actually work. In marketing this is called RDB - resonance, differentiation, belief. Let's see what happens if we don't take one of the components into account.

Landing page structure

1. What is it and how will it help?

Imagine the situation: you know nothing about whiteboards. You are calmly on VKontakte, and you see the banner title: “Cool whiteboards with delivery.” The picture shows a diagram. You are interested, you click and get to the landing page:

How to do it
If a person is not looking for a product himself, as in an advertisement on Yandex, he probably does not understand why he needs the product, so put the benefit in the title and show the use case.

In our case it might sound like this:

1. What is the product and how is it useful?
   Whiteboard is a board for your home on which you can visualize global goals and write down daily tasks to achieve more
2. Showing a usage scenario
   Let's say you decide to lose 7 kg in 2 months, to do this you need to reduce your calorie intake by 5% every day and do 3 exercises: 2 in the morning and 1 in the evening.
   Glue a photo of your ideal self, write down your daily tasks, and hang a board opposite your bed. When you wake up, you will know what to do and what you are striving for. This way the board will help you motivate yourself and not be lazy.
3. And only now we say that it is also profitable
   Buy a whiteboard before the end of the promotion with a 30% discount and free delivery throughout Russia for only 2,999 rubles.

2. How are you different?

You already realized that whiteboard is useful and wanted to buy it, but you don’t want to pay 2,999 rubles, you want it cheaper or with better conditions. You go to Yandex, type in “buy whiteboard with free delivery”, they show you two more sites: “SuperWhite” and “MegaBoard”.

They have absolutely the same conditions as Alexander, only the site design is different. A reasonable question: “How to choose?”

Alexander made a mistake: he did not look at what others were offering and did not indicate the differences from competitors. In the end, you will choose the one who offers the best price.

How to do it

Before you write, look at what others offer and make a table like this:

If your product or approach to providing a service is not unique, build according to the conditions. Alexander may have an additional set of markers as a gift.

3. Can you be trusted?

Alexander corrected himself: he explained why his product was useful, looked at what others were offering and offered an additional set of markers as a gift, but there was still no conversion. What's the problem?

After a survey on the site, he realized that people didn’t believe him: reviews without a link to the original, the site’s design was straight from the early 2000s, there was no evidence that the whiteboards were really from Japan.

Your product may be useful, and your offer may be 10 times better than your competitors, but if there is no evidence, they will not believe you. What to do
1. Post reviews from social networks
People don’t really trust reviews on stamped letterhead: they are written to order or by the performers themselves. Reviews from social networks will give you +100 trust. Install the widget on your website so that people can make sure that the client is real.

Trusted by:
you can go to the profile, see that this is a living person and also loves the group “Spleen”.

They don’t really trust it: a review on a form is a formality, they are written by the contractor and given to the customer for signature.

2. Show that you know the business
Alexander can write like this:
You can tell whether a whiteboard is good or bad by one detail: a bad one’s marker slips and leaves gaps in the letters. It is unpleasant to write on such a canvas. For a good one, it moves smoothly and is completely erased. Whiteboards from China are cheaper, but leave gaps, Japanese ones never do.

3.Become your own
Nobody likes robots and Kirby vacuum cleaner salesmen - communicate like your own people.
As a Kirby salesperson:
Order RIGHT NOW and you will receive a 50% discount

In your own way:
Communicate the benefit, rather than sell it “right now”:
Save 20% on your purchase

Explain where the discount comes from to inspire confidence:
According to the tradition of our store, every last Thursday of the month there is a 20% discount on all products.

Encourage action:
To save, order before the end of the promotion.

Once again: what should be the structure of the landing page?

Look at what other companies offer, write everything down in Excel and create something unique. It is important that the uniqueness coincides with your client's selection criteria.

Build trust in the product and company through compelling reviews from social networks, knowledge of the business and communication in your own way.

Presenters

SPEAKERS AND DISCLOSURES

• Pavel Zanin

  Director

  ADN Digital Studio

  Systems thinking in the management and development of Internet projects

  • Internet project as a system. Any system consists of smaller systems and, in turn, is part of even larger systems. We imagine a corporate site or e-commerce project as a system with a large number of relationships between entities.
  • How relationships affect the system. System management is impossible without defining relationships between entities. An increase in the number of orders can affect other entities and the system as a whole. What relationships should be considered key.
  • Why is it impossible to make targeted changes when working with the system? In what case can a red button solve a sales problem and how a visit to one seminar by a manager can ruin the entire project.
  • Feedback. Is it too early or is it too late? The more complex the system, the more inertly it reacts to changes. How a wrong decision can affect a project in half a year.
  • Cause-and-effect relationships. Who is to blame and what to do. Why success largely depends on the system itself and the relationships built within it. What conclusion can be drawn from the report on the reasons for non-fulfillment of the turnover plan? Why you need to make changes to the system, and not look for the last resort.