In the digital era, social media platforms have become a necessity for businesses. They provide an excellent opportunity to reach and engage with potential customers. Among the various social media platforms, Telegram is gaining popularity for eCommerce businesses, which made it one of the main digital marketing trends in 2023. With its unique features and growing user base, Telegram is an excellent platform for businesses to reach a wider audience and increase sales.
At Promodo, we’ve been successfully running Telegram channels for such large retailers as Rozetka, Stylus, MauDau, and others for more than 4 years. We talked to Anna Yanborysova, Senior Content Manager at the Brand & Content Department, to share expertise and motivate you to use Telegram for eCommerce.
Telegram is a cloud-based instant messaging app that allows users to communicate with each other through text messages, voice calls, video calls, and file sharing. It is a secure and reliable platform that has gained a reputation for its privacy and security features.
“Telegram is a social media platform with the highest conversion rate”. Anna Yanborysova, Senior Content Manager at the Brand & Content Department
Telegram has over 700 million active users worldwide, and its user base is growing rapidly. As a result, Telegram ranks 6th place among social media networks by the number of monthly active users as of January 2023. Hence, Telegram marketing is a promising concept of SMM which you definitely need to be aware of.
Using Telegram for eCommerce, you may capture a wide scope of the target audience. For instance, 12% of the world population above 16 years old actively use Telegram. It’s a huge share of the audience that your business may reach with Telegram marketing.
Telegram app offers public channels that allow eCommerce businesses to reach a broader audience. These channels can have an unlimited number of subscribers, and businesses can use them to promote their products and services. Companies can create public channels that showcase their products and services, provide updates on new arrivals, inform about novelties, and offer special deals or discounts. These channels can help businesses build a loyal customer base and increase sales.
For example, working with the Rozetka client, we’ve managed to increase the number of subscribers from 3,059 in 2020 to 147,700 in 2023.
Telegram also offers private channels that allow businesses to communicate with their customers more effectively. Private channels are ideal for businesses that want to offer personalized services to their customers. Companies can use private channels to provide exclusive offers, personalized recommendations, and customer support. These channels can help eCommerce build stronger relationships with their customers, which can lead to increased customer loyalty and repeat purchases.
Chatbots are on the list of the most effective Telegram marketing tools that can help businesses automate their customer service.
Chatbots are automated programs that can interact with customers and provide them with instant support.
Chatbots can help businesses reduce the workload of their customer service teams and provide 24/7 support to their customers. eCommerce companies can use chatbots to answer frequently asked questions, provide order updates, and offer personalized recommendations. This Telegram marketing tool can help retailers improve their customer service and increase customer satisfaction.
As the main objective of eCommerce is earning profit, one of the major benefits of Telegram for retailers is using it as a sales channel. A wide range of eCommerce companies already integrated the Telegram app for selling goods and services. The largest sales volume on Telegram worldwide is generated in the segment of goods from China, exceeding $12 million in sales. In addition, companies engaged in digital equipment, consumer loans, apparel & shoes, sport, and other industries also have beneficial prospects of selling goods and services through Telegram.
Even though the Telegram app states about the ability to make safe in-app purchases, Anna Yanborysova admits that it might be inconvenient and challenging for large retailers. On the contrary, a well-working strategy of Telegram marketing deals with making posts in Telegram and leading customers to the corporate website or application.
“The best option is adding a link to the app in the Telegram post. The conversion rate in the app is much higher than on the website”. Anna Yanborysova, Senior Content Manager at the Brand & Content Department
Telegram marketing differs considerably from campaigns in other social media platforms. You need to have a unique approach, meet the requirements of the Telegram channel, and satisfy the expectation of your target audience. In order to reach impressive results in Telegram marketing, we recommend considering our recommendations on how to use Telegram for business.
In spite of the high effectiveness of Telegram for eCommerce, don’t forget that it’s primarily a messenger. 46% of respondents state that the majority of their personal online communication happens via Telegram.
“Opening the Telegram app, people usually plan to write a message to their friends or colleagues, but not to read brands’ advertisements. That is why launching SMM campaign in Telegram, you need to be very careful and not to “push hard”. Anna Yanborysova, Senior Content Manager at the Brand & Content Department
By the way, keep in mind that unsubscribing from the Telegram channel takes only 1 second. Hence, if you bother your customer with too intensive selling, you are likely to lose your audience.
One of the golden rules for Telegram marketing is keeping the right balance between selling and useful or entertaining posts. At Promodo, we recommend following the 70% vs 30% balance.
The content choice also depends on the industry. For example, viewing the range of popular models of sneakers with the link to the application can be considered as a combination of both commercial and entertaining content. However, nobody would scroll through the range of detergent brands for fun.
Visuals are an essential part of eCommerce marketing, and Telegram allows businesses to use attractive visuals to showcase their products. Retailers can use high-quality images and videos to showcase their products and create a visually appealing channel. This can help businesses attract more customers and increase engagement. However, don’t forget that Telegram needs to be convenient to use first, and then visually attractive.
“The style should meet the requirements of the overall company’s style according to the brand book and be adapted to the Telegram channel as well”. Anna Yanborysova, Senior Content Manager at the Brand & Content Department
Telegram allows businesses to offer exclusive deals and discounts to their subscribers. Businesses can use public channels to announce special deals and discounts, and private channels to offer exclusive deals to their loyal customers. This can help eCommerce companies build customer loyalty and increase sales.
Providing excellent customer support can help businesses build stronger relationships with their customers and increase customer loyalty. That is why for all our eCommerce clients, we’ve launched both the public channel and the chatbot for 24/7 online customer support.
Add some personality to your brand with Telegram's iconic stickers. Stickers are one of Telegram's standout features, and although WhatsApp has begun to offer them, Telegram still leads the way with a larger collection of high-quality stickers.
Unlike emojis, stickers are more than just little smiley faces that convey emotions. They can include illustrations, photos, and even animated GIFs. Adding stickers to your communications is a great way to give your eСommerce business a more relatable and fresh appearance, provided they match your brand image.
Once we’ve defined how to work with Telegram for business purposes, it’s critical to outline the ways of Telegram channel promotion. At this point, you need to be creative!
Telegram does not have direct targeting and paid promotion is not affordable for the majority of businesses because the threshold budget is $2 million. That is why you have to take into account the powerful recommendation of our Senior Content Manager Anna Yanborysova who has revealed several working tactics for the eCommerce Telegram channel promotion.
One of the most effective ways to promote your Telegram channel is by purchasing posts in other Telegram channels that have a relevant target audience. This method can help you reach numerous potential subscribers.
Promoting your Telegram channel on other social media platforms can also help you reach a larger audience. Social media platforms such as Facebook, TikTok, and Instagram have millions of active users, and promoting your channel on these platforms can help you attract new subscribers. You can promote your channel by posting about it on your social media accounts or by running ads on these platforms.
“Telegram promotion works well through TikTok paid advertising, of course in countries where the tool is available”. Anna Yanborysova, Senior Content Manager at the Brand & Content Department
Email marketing is another effective way to promote your Telegram channel. You can use email marketing to promote your Telegram channel by sending emails to your contact list and inviting them to join your channel.
Giveaways are a great way to attract new subscribers to your Telegram channel that Promodo experts often use. You can offer a prize or a discount to those who join your channel. This can encourage people to join your channel and increase engagement.
“We don’t just run simple giveaways. For example, for one of our clients, we created thematic integrations that organically fit into the feed. Every week subscribers had to guess the brand of sneakers, and to guess they had to find them on the website. The sneakers in the contest were always discounted. Due to such an approach launched, we increased the number of subscribers by 14%”. Anna Yanborysova, Senior Content Manager at the Brand & Content Department
Telegram is an excellent platform for eCommerce businesses. With its unique features and growing user base, Telegram offers businesses an opportunity to reach a wider audience and increase sales. By following the tips mentioned above, businesses can make the most out of Telegram for eCommerce and increase their online presence.
Need assistance in running your eCommerce Telegram channel? Contact us!
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