[Internet Marketer Course Graduate Case] ​​How to Prepare Channels to Receive Traffic for Distance Learning on Occupational Safety

• SMM in VK (audit and analysis of the group. analysis of the target audience. analysis of competitors. creation of a promotion strategy. community management. administration. design of advertisements. development of a USP. target advertising. copywriting. design of VK groups)
• Marketing analysis of the website. target audience analysis. product analysis. competitor analysis. development of a unique selling proposition. copywriting. creation of advertisements in Yandex Direct. creation of landing page prototypes in Figma. mia planning. Yandex Direct advertising.

ucation: 

• Certificate ACCESS POINT Digital University
• “System SMM” No. 45-2022 from 03.22.022 
• 7 months in the club “SMM-kachalka”. certificate
• “Specialist”. “Master” certificate
• Certificate Convert Monster “System. Beginning” No. 5856
• PRO and VIP Certificate. Internet Marketer. Diploma No. 6262. 
• Diploma. PRO and VIP. Internet marketer. From scratch to specialist. Diploma No. 6300. Final certificate Internet marketer. Diploma No. 6424

PROJECT DESCRIPTION

LLC “MNTC CIS”

Company Description: 

• B2B ucational courses;
• Training for employees of  recent mobile phone number data companies of various industries in the field of labor protection of relat areas. IT developments for software in the field of construction.

Situation at the start : 

Throughout the entire period. we tri contextual and target advertising in VK to a minimum. Further advertising was not given due to the lack of analytics on incoming leads and budget limitations. There is no normal work in B24 with the client base. Clients’ consents regarding personal data and consent to advertising are not collect. 

Objective: brand promotion.  taiwan data increase in website traffic. increase in the number of subscribers in VK. Preparation of sites for further receipt of qualifi leads from advertising in Yandex.

My work was carri out jointly with the client’s development team under the leadership of the IT director. to whom I address tasks in the form of technical specifications relat to changing pages on the site. (Changing blocks. their content. modifying capture forms. requests for creating additional tools). 

Link to the company website : sngrf.ru vk.com/sngrf

ANALYSIS OF THE PRODUCT. TARGET AUDIENCE AND COMPETITORS

Conclusions:

Ne to add to landing page: 

1. The documents are enter into the Ministry of Labor register within a short period of time. 
2. There is information about the training portal. but the client may not associate “counterparty account” with “portal” (this is the word most often us by competitors) 
3. Delivery by courier – for information for those who live in the regions and who find it difficult to choose remote CAs due to long delivery times for documents.
4. Select the item about the personal manager. 
5. Add the phrase “we work throughout the Russian Feration” 
6. Specify hours in training programs.
7. Make several package offers or split the product into different price segments (open only an interactive course. open a course + brand account. open a course + brand account + administrator functions)
8. Add a useful lead magnet to encourage people to submit an application. 

LANDING PAGE

Legal advice

• Additionally. a paid consultation with a lawyer was agre upon to revise the documents on the website relat to personal data and advertising law. 
• Add 2 checkboxes for a separate type of consent in the capture form. 

CONTEXTUAL ADVERTISING

SEMANTICS IN SEARCH

Semantics in search

Basic queries: labor protection (training|study|course|profession|ucation|in-person|remote)

• pars nest queries;
• perform a multiplication of requests 
• conduct a query cleanup
• compil a list of negative phrases;
• distribut requests into groups

Total: the semantic core consist of 870 queries. divid into 12 groups. of which 5 groups were identifi for primary work. 

One company was form on the search with transactional requests. 

The first group I took for processing was a group of transactional queries.

CREATIVES IN SEARCH

Advertising campaign strategy: maximum conversions with pay-per-click.

•  Average click position 1.5
•  Average impression position 1.85
•  Conversion 1.47 
•  Total 226 impressions and 136 clicks

Requests and budget have been review and sufficient data nes to be collect for further analysis. 

Semantics of YAN

Analytics

Conclusions: 

• The customer did not set a target share social proof for the number of leads. There was a budget limitation.
• The results can be assess as very initial. but they are not sufficient for analysis.
• Receiv one customer request
• In this test campaign. it took a long time to get 100 clicks. 
• The next time you launch. it is important to test both Search and YAN. and run at least 2 ads in each for A/B testing.