Five ways to promote online media: numbers, cases, download, free

Somehow it happened that there are few good articles on the Internet about the experience of integrated promotion of Internet media. Especially regional. Especially business. We decided to slightly correct the situation and wrote our article on the integrated promotion of the regional business media on the example of our company's project - the business portal newsib.ru and analysis of other regional and federal Internet media. Whether it turned out good - to judge you.

In order to avoid excessive dryness and an abundance of numbers alone, we decided to compare the promotion of an Internet project with a game of chess - we must win a visitor.



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Terms

Math - visitor attraction, result;

the black king is the visitor;

white queen - complex promotion;

white rook - banner and text advertising, direct promotion;

white elephant - promotion in search engines and news aggregators, promotion diagonally;

white horse - promotion through the formation of a community.

On the desk

Number of news sites in RuNet:

According to Liveinternet.ru: 6.9 thousand;

according to Top.mail.ru: 8.3 thousand;

According to Top100.rambler.ru: 3.4 thousand

How many sites does a user read on news?

100 out of 7,000 sites receive 80% of news traffic (1.5%);

7000 sites compete for 4 bookmarks in the user's browser (according to Liveinternet, one visitor regularly visits an average of 3.9 news sites)

Complex promotion - mat queen

The most effective, high-quality and difficult promotion.



Data - Yandex, 2008.



"Mat queen put in 10 moves from any position"



The table shows that, for example, slon.ru has extremely poor-quality traffic - the vast majority of visitors come from traffic aggregators, and RIA Novosti has the most balanced traffic structure among the largest Internet media in Russia.

Advertising promotion - mat rook

After testing various promotion tools, we received the following figures:



For our project it turned out:

Text contextual advertising: 3.6 rubles per click;

traffic aggregators: 0.5 rubles per click;

banner networks: 5 rubles per click;

news sites: 7 rubles per click.

5000 visitors per day = 500x3.6 rubles. + 20000,5 rub. + 1500x5 rubles + 2000x7 rubles = 24 000 rubles per day!

“The rook is put on the mat quickly, not later than 16 moves from any position on the board”

Search promotion - mate two elephants

We began to use this kind of promotion recently and it’s too early to talk about any results. So here is only the original data, the result - then :)

100 low-frequency queries and 20 mid-frequency queries on our subject in the leading search engines, the budget is 35,000 rubles per month;

expected traffic from search engines in 2 months - 1000 visitors per day;

35,000 rubles / 25,000 visitors = 1.4 rubles.

"Matting with two bishops, placed in the corner of the board no later than the 18th move from any initial position by joint actions of the king and both bishops."

Formation of a community - mate with two horses

"Mating with two horses is possible only in the case of playing with an inexperienced opponent or if the opponent wants to get a mate."

The situation is possible for historically established and / or highly specialized communities. Such as, for example, Habr :)

Search promotion and the formation of a community - mat by an elephant and a horse

Our option. From him we expect 3,000 visitors.

Sources are:

Search traffic - 1000 visitors per day (30%);

news aggregators - 300 visitors per day (10%);

community and partner copyright projects as part of the portal - 1,500 visitors per day (50%);

other sources (for example, Yandex.Widgets) - 200 visitors per day (10%);

Besides:

aggregator of thematic blogs;

thematic columns of experts;

promotion in social sites (blogs, Twitter and so on).

development of partner resources based on the portal - we are open for cooperation, write :)

The main part of the article is prepared by palamed ( B-52IT ).

Your turn..