For what business is promotion in Yandex Zen suitable?The platform is universal — you can use it to promote B2B and B2C business, work with a brand, and receive direct sales. But Zen is not suitable for every company. We have collected three signs of a business that can be promoted on this platform.
Zen marketers analyzed the system data and compiled a report of the topics that are most read on Zen.The product is of interest to Zen readers
The most interesting topics for Zen visitors according to the platform's own marketers
Companies whose line of work matches the list in the diagram have a better chance of finding clients among Zen readers.
The platform works with audiences from several countries. If you provide services and do business in one area of a metropolis or a small town, the platform is unlikely to help you find clients. At the same time, Zen is ideal for promoting businesses with online products.Extensive sales geography
What kind of business is suitable and not suitable for promotion in Zen
The conclusion is simple: if viber database you have clients all over the country, a channel on Zen can work.
Zen is suitable for interesting or new products for which there is no demand yet. Users simply do not know about the existence of these products or do not understand how to use them.
For example, a company sells microgreens growing kits by subscription. If you simply launch an ad with a banner, it will not give results. Readers simply will not understand why they need a subscription when everything is available in the store.
It is better to do it this way:Even if a person opened the article out of boredom and did not actually plan to buy microgreens, he may become interested. After all, all the advantages are shown clearly and look convincing.
show photos of production and employees at work - this will generate interest and trust;
explain the point of the subscription - that fresh greens will be delivered straight to your home for dinner;
compare microgreens from the store with those sold by the company - in the store, the wilted sprouts are stored in inappropriate conditions, unlike the company's products.
There is no demand for the product
When you shouldn't use Yandex ZenYandex.Zen is a convenient and effective platform for business promotion. But there are companies for which the platform is not suitable.
If a product or service is niche, that is, aimed at a small audience, there is no point in going to Zen.Niche products and services are not needed by a wide range of people - the materials will be few in number of readings and openings. Zen will consider the content uninteresting and will not include it in the feeds of the potential audience. And therefore there will be no benefit for business.The product is nicheHow Zen Works at Start
The first thing to consider is that you need to spend your personal time creating content. Even if you delegate this task, you still need to check the articles with the business owner or an expert from the company. Otherwise, there is a risk that the material will contain inconsistencies. If readers find gross errors in the content, they will definitely say so, and the image of the expert will be destroyed.
The second point is that the work does not end after the publication of the material. It is important to regularly analyze the results, select interesting headlines and ideas, test them, and so on. All this takes time, effort, and a team of specialists.
The third important point is the lack of an immediate result. The effect of promotion in Zen may not appear immediately, but after months of active channel management. Content initiates the first touch and starts a sales funnel, increases trust in the brand and awareness of the product. But you should not expect a sharp jump in demand. If sales are needed urgently, it is better to invest money in advertising, not in Zen.