Marketing Trends: An Interview with Ilyana Levina

Contents:

• Don't be afraid of TikTok: new horizons for B2B
• Voice technologies, in-house marketing and their impact on modern business
• How to form a personal brand on social media
• Bonus: Useful Telegram channels for marketers

Don't be afraid of TikTok: new horizons for B2B

Instagram is not only a platform for interacting with end consumers (B2C), but also a powerful tool for promotion in the B2B segment. This social network boasts numerous successful case studies of companies that have achieved impressive results using Instagram to network and promote their services. The platform's constant development opens up new opportunities for businesses, allowing them to effectively attract clients and partners.

Strong Buildings, a company specializing in prefabricated buildings, chose a unique approach to promotion. They filmed a video featuring their CEO, who promised to complete construction in 14 days and offer his car as a gift in case of delay. This creative approach became the foundation of a successful Instagram advertising campaign, allowing them to generate a large number of leads.

The Tetra Trans case study offers an interesting example of successfully using Instagram for brand promotion. Their creative and visually appealing content not only attracted the attention of competitors but also significantly increased the company's recognition in their industry. To further increase customer traffic, Tetra Trans successfully used targeted advertising. This combination of organic promotion and paid advertising enabled the company to achieve high results in attracting the target audience.

The main B2B promotion strategies focus on attracting the target audience and increasing conversions. A crucial step is creating a high-quality landing page, which should be optimized for SEO to increase search engine visibility. Targeted advertising also plays a key role in attracting customers. An alternative approach involves long-term audience engagement through regular content creation, active user engagement, and the use of gamification to increase interest. An effective combination of these strategies can significantly improve B2B promotion results.

In our project dedicated to geothermal pumps, we used targeted advertising on Facebook and Instagram. The results demonstrated that highly targeted advertising resulted in more customers and lower costs compared to contextual advertising. Targeting remains a key tool for B2B on both Instagram and Google, allowing for more effective engagement and conversions.

If I were to promote B2B on search engines, I would primarily choose Google over Yandex, as is often the case in Russia. Google offers greater international reach and more accurate algorithms for searching information. This is especially important for the B2B segment, where customers may be located in different countries. Using Google for promotion will allow for greater effectiveness in attracting target audiences and increasing conversions.

There are technologies with great potential that are not yet widely adopted. These technologies include virtual reality (VR) and QR codes, which are primarily actively used in Asia. What other technologies would you highlight as delayed but promising?

In the Skillbox show "Add Call-to-Action," we discussed current trends and technologies impacting marketing and user engagement. One notable example of this innovation is TikTok, which is actively using augmented reality (AR) technologies. The platform recently introduced an AR filter that interacts with the environment and creates a confetti explosion effect. While this filter is currently only available to iPhone 12 Pro owners, it's just the beginning of the development of AR technologies on social media. The integration of such technologies opens up new opportunities for brands, allowing them to create unique user experiences and increase audience engagement.

Snapchat already has filters that accurately scan joints, allowing you to apply a mask to your face. Instagram is expected to implement similar features, allowing users to try on clothes online. These technologies will significantly improve the user experience, allowing for more accurate and convenient selection of stylish outfits without having to physically try them on.

Despite TikTok's growing popularity, not all clients trust the platform. While some believe TikTok's audience is primarily young, this isn't entirely accurate. For example, Skillbox successfully utilizes targeted advertising on TikTok, allowing them to attract new audiences. Furthermore, brands like the NBA, McDonald's, and Disney are beginning to actively use TikTok for promotion, ignoring advertisers' concerns. This demonstrates that TikTok is becoming an important tool in digital marketing strategies, providing the opportunity to reach a wider range of consumers.

We recognized that TikTok would become a significant promotional platform and began actively integrating it into our strategy. We allocate 60% of our budget to channels that are already delivering results, and invest the remaining 40% in testing new hypotheses, including targeted advertising on TikTok. We regularly analyze the effectiveness of various tools to optimize our efforts and achieve maximum results. Using TikTok for promotion allows us to attract new audiences and expand our brand presence in the digital space.

In online marketing, it is crucial to focus on testing new features and tools. It is recommended to allocate up to 40% of the budget specifically for these purposes. This allows not only to optimize current campaigns but also to find more effective solutions, which ultimately leads to an increased return on investment. By investing in testing, companies can adapt to changing market conditions and refine their strategies for better results.

Voice Technologies, In-House Marketing, and Their Impact on Modern Business

In a rapidly changing digital landscape, it is important to highlight the key trends shaping the future of marketing. One of the most significant trends is the active use of voice search, which has become an important part of our daily lives thanks to virtual assistants such as Alice and Siri.

Voice search is changing approaches to SEO and content marketing, as users increasingly turn to voice searches for information. This requires businesses to adapt their strategies to meet new consumer expectations.

Optimizing content for voice search involves using natural language, phrases, and questions that people might say out loud. Success in this area allows brands to increase visibility and improve audience engagement.

Understanding and integrating voice search into a marketing strategy is becoming a key factor in achieving a competitive advantage in modern business.

According to Statista, the number of voice assistant users worldwide could exceed 8 billion by 2024. This creates a need for SEO specialists and copywriters to adapt their strategies, focusing on creating content that responds to conversational queries. It is important to consider the language used by audiences during voice searches to make the text more natural and relevant. Optimizing content for voice search involves using keywords that match everyday speech and structuring information in a way that makes it easy to understand and speak.

Voice search continues to gain popularity, yet many SEOs are still not implementing it in their practices. Research shows that approximately 50% of users are willing to book medical services using voice commands. This creates new opportunities for businesses, offering the opportunity to improve the visibility and accessibility of services in the face of changing consumer behavior. Effective optimization for voice search can attract more customers and increase competitiveness in the market.

Mobile optimization continues to be a key trend in web development. Since 2019, mobile traffic has surpassed desktop traffic, but many websites are still not mobile-friendly. This poses risks for businesses as users increasingly turn to mobile devices to search for information and interact with brands. A lack of mobile adaptation can lead to lost customers and reduced conversions. Therefore, it is important to provide a convenient and intuitive interface for mobile users, which will not only increase customer satisfaction, but also improve the site's position in search engines.

The trend for in-house marketing, actively supported by such giants as Procter & Gambling is becoming increasingly noticeable. This phenomenon is having a significant impact on the advertising market, undermining the position of traditional agencies. More and more companies are beginning to manage their advertising campaigns in-house, which is changing the market structure. In-house marketing allows brands to more effectively control their budgets, respond more quickly to changes, and better understand their audience's needs. Therefore, the transition to in-house solutions is becoming a strategic move for many organizations seeking to improve their competitiveness.

With the onset of the pandemic, many companies have reassessed their marketing strategies. Amid the changing economic climate, major brands not only maintained their advertising budgets but, in some cases, increased them. This is due to the growing interest in digital channels, which continue to gain popularity. During the crisis, companies have realized the importance of an online presence, making digital platforms key for communicating with customers and increasing sales. Investments in digital marketing are becoming essential for maintaining competitiveness and adapting to new market conditions.

Small local businesses are facing significant challenges. During the pandemic, many were unable to pay for services, but thanks to the support of agencies that continued working on their projects, they only began to recover at the end of 2020. This experience highlights the importance of mutual assistance in difficult times and the importance of collaboration in overcoming crises. Support from professionals helps not only survive but also grow, which is especially important in an unstable economy.

Finally, to remain competitive, it is critical for local businesses to optimize their websites for voice search and adapt their content for mobile devices. These measures not only help attract new customers but also retain existing ones. Optimization for voice search involves using natural language and phrases that potential customers are likely to use. Adapting content for mobile devices provides convenient access to information, which increases user satisfaction and the likelihood of making a purchase. Investing in these aspects will help businesses become more visible in search engines and improve customer engagement.

How to Build a Personal Brand on Social Media

A personal brand in the modern world is not just a set of posts on social media, but a comprehensive strategy that requires attention and regular content updates. My Instagram journey began with simple posts, and today I share useful content and meaningful moments from my life every day. Building a personal brand requires active engagement with your audience, which helps build trust and increase visibility. It's important not only to publish engaging content but also to analyze its impact on your target audience so you can tailor your strategy to their interests and needs.

I spend most of my time working, and I prefer Facebook for professional interactions. However, Instagram remains a platform where I can express my individuality: sharing useful collections and occasionally posting funny videos of me dancing to upbeat music. Despite the advice of coaches who recommend turning Instagram into a purely professional tool, I continue to share moments from my life, and to my surprise, my audience remains active. This confirms that personal moments and authenticity can be appealing even in a professional environment.

I manage my Instagram myself, and it's the only social network where I have complete control over the content. On Telegram, I have a team developing content for Skillbox. Alexey Mikheev helps me with this process, as does a group of specialists responsible for creating checklists and game mechanics. On Instagram, I regularly experiment, testing different content formats with my audience. For example, I create stories for major brands and use gamification elements. I openly share with my followers that we're currently researching the most effective advertising format. This attracts the attention of marketers, who make up the bulk of my audience. Such experiments help not only improve interaction with subscribers, but also identify current trends in content marketing.

Today I have over 7,000 followers on Instagram. My primary source of audience growth is attending conferences and speaking engagements, which are crucial for developing my personal brand. However, Facebook brings me significantly more new followers, highlighting the importance of using multiple platforms to expand my reach and engage with my audience.

I once decided to grow my audience by purchasing bots, and it had serious consequences. My follower count increased from 1,500 to 4,000, but six months later, Instagram disabled its API, leaving me trapped, unable to unfollow fake accounts. This experience taught me an important lesson: boosting follower counts is an ineffective and risky strategy. The key is to build genuine relationships with real people who value your content.

I've learned to effectively use my media presence for business, especially on Facebook, where my clients are located. At the same time, I don't sell ads on Instagram, despite numerous offers from courses and coaches. I prefer not to recommend anything I haven't personally tested. If something truly interesting comes up, I might reconsider, but at the moment, I have no such plans.

Bonus: Useful Telegram Channels for Marketers

Looking for reliable sources of marketing information? Ilyana Levina has prepared a list of relevant Telegram channels that will help you stay up to date with the latest marketing trends and strategies. These channels provide valuable insights and relevant news, allowing you to effectively develop your skills and increase your competitiveness.

Here are a few recommended channels that are definitely worth adding to your feed. These channels offer a variety of content that can enrich your leisure time and broaden your horizons. Each has a unique style and theme, allowing you to find something suitable for every viewer. Don't miss the opportunity to follow interesting news and get inspired by quality content. Add these channels to your feed and stay up to date with current events and trends.

• https://t.me/profit_maker
• https://t.me/temno
• https://t.me/chulakov_notes

If you are interested in practical marketing cases, we recommend paying attention to the following Channels:

• https://t.me/kupislona
• https://t.me/stratmarketing
• https://t.me/HotDigital
• https://t.me/mflow
• https://t.me/smmbest
• https://t.me/smmrus

• https://t.me/malicecrew
• https://t.me/adPen
• https://t.me/retentionmarketing
• https://t.me/internetanalytics
• https://t.me/ecomnews
• https://t.me/epicgrowth

For specialists in the field of editing, content marketing and SMM, there are many useful resources that can significantly simplify their work and increase efficiency. These resources include tools for content planning, analytics, social media management, and visual content creation. Using platforms like Canva for graphics, Hootsuite for social media management, and Google Analytics for traffic analysis will help you better understand your audience and optimize your strategies. It's also worth considering courses and webinars that offer up-to-date knowledge and advice from experts in these fields. Consistent use of these resources helps improve the quality of your content and increase its reach.

• https://t.me/writingtools
• https://t.me/rdslv
• https://t.me/glvrdru

• https://t.me/abbsol
• https://t.me/setters
• https://t.me/ilyahov_smotrit

For successful professional development, it's important to consider several key channels. Consider online courses that offer the opportunity to learn new skills and gain up-to-date knowledge in your field. Professional communities and networks where you can share experiences and find like-minded people will also be useful. Don't forget about specialized webinars and conferences that will help deepen your knowledge and broaden your horizons. Reading relevant literature and articles also helps strengthen your professional skills. Take the time to educate yourself and actively use available resources to achieve your career goals.

• https://t.me/svobodakassa — all about retail and its trends.
• https://t.me/techsparks — the latest news from the world of high technology.
• https://t.me/digitalchina — current IT news from China.
• https://t.me/yandexmetrika — a community of Yandex.Metrica users.
• https://t.me/digitalmedicine — all about digital medicine.
• https://t.me/bonnieandslide — useful presentations and teaching materials.
• https://t.me/internetanalytics — analytics and digital statistics.

We recommend paying attention to the following channels for reading in your free time.

• https://t.me/seolife — a community of SEO specialists.
• https://t.me/business_ru and https://t.me/bestarticles — daily selections of current news.