Company audit

On the Internet, you could often see headlines like "We will bring 1000 customers to your company in a week" or other similar ones. Yes, it's possible, but if you don't conduct an audit of the company you're promoting at the beginning of the work, none of this will work with a 99.9% probability.

Without familiarizing yourself with the project itself and immersing yourself in it, you will not bring the promised army of buyers there. To do this, at the initial stage, an audit of the business you are going to work with is carried out.

Thanks to the audit, we can build the right strategy, set goals and objectives, choose the right promotion tools, calculate the advertising budget, and learn things that would take weeks to figure out on our own.

Building a strategy

The next step is to choose a promotion strategy. What kind of business do you work with? A small business that needs sales right now? In this case, setting up contextual advertising and lead generation from social networks will be quite suitable. Or is it a big business that needs a reputation? Here we focus on content, building relationships with consumers, and creating a community around the brand.

For each business, you can set completely different tasks and goals, the choice will be based on the size of the business, the desire of the manager, and your personal experience.

Content

You need to read a lot of literature before you write posts that will hook people and make them like, follow, or buy.

And most importantly, the rubric is not taken from your head. There are specific tables in which, for example, you enter brand values and target audience interests, and at the intersection of these points, topics for posts are born. Not from the "creative head".

Working with social networks

A specialist must be able to manage accounts, design them correctly and creatively. They should also know the tricks and peculiarities of promoting various social networks. Social media is the face of a company, so it should look like it. Here's what you need to learn to work with social networks (as opposed to the general idea of SMM as beautiful posts):

Customize profiles

You need to learn how to fill out profiles in a creative and informative way, and how to select the information that will be the most important. Just an interesting profile description can be left in the past.

Work in an advertising office

Know the basic tools of the advertising account and how they work, set up, launch and stop advertising, set up budgets, download statistics, and analyze data.

The main discovery: any advertising is always an experiment. Even the coolest advertising sooner or later stops working, and building and testing hypotheses is an eternal process (this is our job).

Features of each social network

Each social network has its own peculiarities and you may face different problems when managing them. You need to be able to quickly resolve any difficulties that arise. For example, on Instagram, you can't put a space between lines. How can we solve this problem? There is a separate bot on Telegram that can help you do this. No one can teach you these nuances.

Programs for social networks

There are many programs and bots for social media management that can greatly simplify your work. For example: a Facebook advertising account in a phone app. You don't need to get out your laptop, but can set up or change the ads you need in just a couple of clicks.

Working with websites

A specialist must be able to evaluate the design of the website, conduct a proper audit, check the functionality of all buttons and links, and build the correct structure. These things directly affect the conversion rate of the site, and thus the number of applications received. Here's what you need to know to work with websites:

Data analysis

An advertising campaign is a constant test. We selected the target audience, came up with creatives, and launched it. After a while, we looked at the number of impressions, likes, reposts, and clicks. We weeded out the ads that didn't work, changed the target audience, came up with new creatives, and launched. And so on, until the ad campaign was perfect.

Communication with the client

Interaction with the customer is an important element in building the right work. You have to learn how to properly convey your thoughts, explain the usefulness of a particular action that you will take as part of an advertising campaign.

Programs that a novice digital specialist should master:

Canva: is a useful and pleasant graphic editor. Its advantage lies in the large database of existing templates and ease of use.

Tilda: is an extremely useful website builder. It used to be that only professional programmers could make cool websites. But with Tilda, anyone can do it now. In addition, this platform connects to other useful services.

Photoshop: master at least the basic skills. In our work, we will constantly need to edit graphic materials.

Google for work: tables, documents, forms, presentations. A lot of work in our field is based on these services.

Telegram bots: Many bots can simplify your work when managing social networks and automating content distribution.