MARIIA BAZARNOVA
content, SMM, marketing for small brands, TOP BLOGgERS AND experts
MY STORY IN A NUTSHELL
consultant and mentor of blogers and SMM specialists
$2 500 000 sales through SMM
ex-head of the content team at one of the largest Russian online schools (average bill of products - $1500)
marketing and business education: MSU, GSOM Business School, CLSBE (Lisbon), KAIST (Seoul)
6 years' experience in marketing and SMM
профильное образование: МГУ, бизнес-школа GSOM, CLSBE (Лиссабон), KAIST (Сеул)
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MONEY NOT LIKES
owning start ups HAs INFLUENCED my approach to smm: I WILL NOT JUST DEVELOP YOUR SOCIAL NETWORKS, BUT look AT THE COMPANY / PERSONAL BRAND COMPREHENSIVELY AND create a marketing strategy taking into account YOUR FINANCIAL GOALs
BECAME A TOP THROUGH STRONG COMPETITION
CIS MARKET (RUSSIA, UKRAINE, BELARUS ETC) HAS THE STRONGEST COMPETITION NOT ONLY BETWEEN PRODUCTS BUT ALSO BETWEEN SMM SPECIALISTS. SO, TO BECOME SUCCESSFUL in PROFESSION YOU have to be actually the best at everything. that's why i highly recommend you smm specialists from Russia
5 YEARS' EXPERIENCE
MORE THAN 5 YEARS OF MARKETING experience IN BOTH PERSONAL AND COMMERCIAL BLOGS - FROM CONSTRUCTION AND RESTAURANTS TO ESOTERICS AND online courses. IT WAS BOTH A SMALL BUSINESS WITH ALMOST ZERO BUDGET, AND SUMS WITH SEVEN ZEROS. over the years I have done everything on my own, as well as managed the content department of 8 people
NO ENDLESS QUESTIONS AND MISSING DEADLINES
I RESPECT YOUR TIME IN THE SAME WAY I LOVE WHEN MINE IS RESPECTED. That's why I'm all for doing quality work and on time
MY
FEEDBACKS FROM CLIENTS
FEEDBACKS FROM CLIENTS
choose the cases you wish to see
DECOR SCHOOL
BEFORE
the company works not through launches, but on the basis of constant sales, the existing audience is burnt out, purchases are almost up
no understanding of how to make sales
no work is done with the base, neither in terms of recruitment, nor in terms of warming up and bringing to purchase
6% of the total audience
content is created on the principle of “copying from blogger-designers”
no work is done with the base, neither in terms of recruitment, nor in terms of warming up and bringing to purchase
6% of the total audience
content is created on the principle of “copying from blogger-designers”
RESULTS
6%→ 47%
INCREASED VIEWS, BROUGHT BACK AUDIENCE ENGAGEMENT.
отсутствовала визуальная концепция и сценарии, которые продавали бы смыслы и образ жизни ключевой ЦА, женщинам с высоким доходом
контент пишется в моменте
отсутствуют структурированные прогревы
весь маркетинг выстроен на спонтанных решениях
контент пишется в моменте
отсутствуют структурированные прогревы
весь маркетинг выстроен на спонтанных решениях
основной канал продаж (Instagram) после злоупотребления марафонами имел низкую вовлеченность
продажи за последний год снизились на 30%.
продажи за последний год снизились на 30%.
STARTED RECRUITING THE BASE AND FORMED A COMMUNICATION STRATEGY FOR EACH SEGMENT
INCREASED SALES BY 23% WITHOUT INVESTING IN MARKETING
TESTING NEW CHANNELS OF COMMUNICATION WITH THE AUDIENCE, TRANSFERRING PART OF SALES TO TELEGRAM
PSYCHOLOGIST
BEFORE
came to the project as an SMM, but after a few months she left to become a manager to make a project that consistently brings in revenue every month
no sales system, 1 person in the team
no product matrix, no pricing strategy
the entire launch process is organized in the format of “made an announcement, who paid, paid”.
10% of the audience is covered
content = a stream of thoughts, contact with the audience only through Q&A in stories
account has never been promoted
no product matrix, no pricing strategy
the entire launch process is organized in the format of “made an announcement, who paid, paid”.
10% of the audience is covered
content = a stream of thoughts, contact with the audience only through Q&A in stories
account has never been promoted
RESULTS
400К → 2 MLN
EVERY 3 MONTHS
отсутствовала визуальная концепция и сценарии, которые продавали бы смыслы и образ жизни ключевой ЦА, женщинам с высоким доходом
контент пишется в моменте
отсутствуют структурированные прогревы
весь маркетинг выстроен на спонтанных решениях
контент пишется в моменте
отсутствуют структурированные прогревы
весь маркетинг выстроен на спонтанных решениях
основной канал продаж (Instagram) после злоупотребления марафонами имел низкую вовлеченность
продажи за последний год снизились на 30%.
продажи за последний год снизились на 30%.
EVERY 1,5 MONTHS
ALIGNED TEAM - CURATORS, SALES, CONTENT, TECHNICAL SERVICES
REDESIGNED PRODUCTS WITH THE ADDITION OF MARGIN HACKS, PRODUCT LINE TO THE MAIN DIRECTIONS
ESTABLISHED PROCESSES FOR EACH LAUNCH, EXPERT INVOLVEMENT 3-4 HOURS PER WEEK
BEFORE
sale of premium segment time management courses and popularization of the author's methodology TIME BALANCE
main sales channel (Instagram) had low engagement after giveaways
sales over the past year decreased by 30%.
there was no visual concept and scenarios that would sell the values and lifestyle to the key target audience, high-income women
content was created in the moment
no structured warm-ups
all marketing was built on spontaneous decisions
sales over the past year decreased by 30%.
there was no visual concept and scenarios that would sell the values and lifestyle to the key target audience, high-income women
content was created in the moment
no structured warm-ups
all marketing was built on spontaneous decisions
RESULTS
ACCOUNT GOAL
SALES GROWTH
ER
NEW USERS TO THE DATABASE AFTER SOCIAL NETWORKS REPACKAGING BASED ON THE PRODUCT MATRIX AND SELLING FUNNEL
INCREASING COMMUNICATION WITH THE CLIENT AFTER THE INTEGRATION OF THE SALES DEPARTMENT INTO DIRECT CHATS
REDUCTION OF CPS (SELL PRICE) THROUGH TARGETING ADS
TRANSITION TO A MODEL OF PROMOTION THROUGH A LONG-TERM AMBASSADOR
FORMING THE CONTENT DEPARTMENT AND CREATING THE CONTENT RESERVE
there was no visual concept and scenarios that would sell the values and lifestyle to the key target audience, high-income women
content was created in the moment
no structured warm-ups
all marketing was built on spontaneous decisions
content was created in the moment
no structured warm-ups
all marketing was built on spontaneous decisions
main sales channel (Instagram) had low engagement after giveaways
sales over the past year decreased by 30%.
sales over the past year decreased by 30%.
INVESTOR, FORBES MEMBER
BEFORE
WHAT'S MORE?
personal brand to maintain the image of Dmitry and convey his values
spontaneous posting, no stories, the account was killed by giveaways, there was no omni-channels, Dmitry's was only in IG, the content for IG was copied by FB
RESULTS*
-210%
ACCOUNT GOAL
Dmitry has his own podcast and youtube channel "Non-Artificial Intelligence", which also need to be promoted
TO SEE
BUDGET FOR A PODCAST WITH KEEPING THE QUALITY
ER IN IG
CONTENT CREATION AND LAUNCH OF TIKTOK AND TELEGRAM CHANNEL WITHOUT CLIENT PARTICIPATION
*DURING 3 MONTHS
WOMEN'S COACH
CONTROVERSIAL TOPIC
personal brand with monetization through the sale of eduucational courses and personal sessions
low engagement, trivial sales, no warm-ups in stories and no transmission through images, a lot of words, posts - "emotional flow of thoughts", unbalanced feed, lack of a product range
RESULTS*
ACCOUNT GOAL
female coach - many self-taught masters, dirty market, toxic promotion
TO SEE
FOLLOWERS
ER
BUSINESS INDICATORS ON REQUEST
VIEWS FROM THE CREATED CATEGORY #ANIKAVOICE - FREE TRAFFIC
*DURING 4 MONTHS
NARROW TOPIC
personal brand with monetization through the sale of online courses and best-selling books
Low engagement, trite sales, texts - "emotional flow of thoughts", lack of a recognizable visual in stories, unbalanced feed, scarce product line
RESULTS*
ACCOUNT GOAL
Esotericism, lucid dreaming, extrasensory perception, meditation
TO SEE
FOLLOWERS
ER
BUSINESS INDICATORS ON REQUEST
VIEWS OF A SPECIALLY DESIGNED MASK (LEAD MAGNET FOR E-MAIL DISTRIBUTION)
*DURING 4 MONTHS
PERSONAL ACCOUNT
COMPLEXITY
Creation of THE personal brand with subsequent monetization through the sale of consultations and EDUCATIONAL COURSES ABOUT marketing and SMM
AUTONOMOUS FLOW OF CLIENTS FOR SMM VIA INSTAGRAM
SELECTED CONCEPT
7,5
+2900
+2900
ACCOUNT GOAL
Oversaturated niche, a large number of ONLINE COURSES, key players have already been identified and occupy a large part of the market
FOLLOWERS
SMM with THE FOCUS on Instagram at the intersection of business and professional marketing. a demonstration of insider work WITH THE top blogger, Daily analysis of cases and other SPECIALIST's mistakes wERE chosen as a USP, all warm-ups go through a personal position
ER
PERSONAL ACCOUNT
RESULTS
INCOME GROWTH
3,5
PRE-REGISTER FOR CONSULTATIONS ONE MONTH IN ADVANCE
WAITING LIST FOR A POTENTIAL COURSE IS FULLY FILLED
CHEF-DOG
STRATEGY
development of the innovative project for the Russian market with the preparation of a financial model, short- and long-term strategies and the search for partnerships
VISUAL&BRANDING
SMM&PR&TARGET ADS&E-MAIL
CREATING WEBSITE
creation of the logo and corporate identity, development of printing, design of social networks
maintaining, writing pr articles (TOP-3 on vc.ru), targeting in VK, Instagram, contextual advertising
multi-page online store with the ability to create and pay for an individual diet using an HTML-based calculator, created on TILDA
RESULTS
5 months payback period
$650 budget for targeting, VK and contextual advertising
110 clients with average LTV = $210
$0,29 - average cost per click
5% - averaage lead conversion
$650 budget for targeting, VK and contextual advertising
110 clients with average LTV = $210
$0,29 - average cost per click
5% - averaage lead conversion
ROMI = 405%
5 months payback period
$650 budget for targeting, VK and contextual advertising
$0,29 - average cost per click
5% - averaage lead conversion
$650 budget for targeting, VK and contextual advertising
$0,29 - average cost per click
5% - averaage lead conversion
110 clients with average LTV = $210
DOG FOOD DELIVERY SERVICE (MY STARTUP)
MARKETING STRATEGY & PR
development of positioning, channels for attracting users and online + offline platforms for promotion
cooperation with leading universities in Moscow
(MSU, MGIMO, RANEPA, etc.)
(MSU, MGIMO, RANEPA, etc.)
viral campaign TINDER RIP
attraction and formation of a pool of ambassadors and development of a referral program
(74 people)
(74 people)
RESULTS
more than 2000 downloads on the App Store and Play Market, budget $350
SUPPORT SOCIAL NETWORKS, visual development
PREPARATION OF PITCHES AND PRESENTATIONS FOR INVESTORS
TARGETING ADS
SEARCH FOR PARTNERS
DATING APP
MYCHINA RESTAURANT
EXPANDED GUEST BASE BY 9.24% (+3000)
CREATING A MARKETING STRATEGY INCLUDING LOCAL MARKETING
SEARCH FOR PARTNERS AND ORGANIZATION OF COOPERATION
CREATION AND IMPLEMENTATION OF THE LOYALTY PROGRAM
DEVELOPMENT AND CARRYING OUT OF PROMOTIONS AND PR EVENTS
cooperation with children's entertainment centers and clothing brands located in the Aviapark shopping center, whose visitors are the target audience of the restaurant
PRINTING AND VISUAL MATERIALS
SOCIAL NETWORKS MANAGEMENT, WEBSITE CREATION, TARGETING ADS
holding wine evenings collaborated with SimpleWine, organizing joint dinners with the Moscow Go Federation and linguistic evenings
INCREASE IN AVERAGE CHECK BY 131%
↑ LTV = $281
e-mail marketing, sms-mailings, personalized offers, auto funnels
STRATEGY&DESIGN
development of a business model, positioning, consumer portraits. Creation of a unique design for all company products, search for suppliers, partnership with universities (merch development)
VISUAL&BRANDING
SMM&TARGEETED ADS
WEBSITE CREATION
creation of the logo and corporate identity, development of printing, design of social networks
turnkey social media management, ads in Instagram and VK
an online store with the ability to create and pay for an order with sorting options and filters
RESULTS
period = 12 months
ads budget = $1000
$23 500 revenue
$30 average check
$0,1 average cost per click
2.31% average lead conversion
ads budget = $1000
$23 500 revenue
$30 average check
$0,1 average cost per click
2.31% average lead conversion
ROMI = 780%
period = 12 months
ads budget = $1000
$0,1 average cost per click
2.31% average lead conversion
ads budget = $1000
$0,1 average cost per click
2.31% average lead conversion
$23 500 revenue, $30 average check
UNIQUE CLOTHING BRAND (MY STARTUP)
МАРКЕТИНГОВАЯ СТРАТЕГИЯ&PR
Разработка позиционирования, каналов привлечения пользователей и онлайн+офлайн площадок для продвижения
Сотрудничество с ведущими университетами Москвы
Вирусная кампания TINDER RIP
Привлечение и формирование пула амбассадоров и разработка реферальной программы
RESULTS
+4K FOLLOWERS
REVENUE (INSTA) $13 500
AVERAGE CHECK $175
4 MONTHS
BUDGET $570
REVENUE (INSTA) $13 500
AVERAGE CHECK $175
4 MONTHS
BUDGET $570
SMM, DEVELOPMENT OF VISUAL
SEARCH FOR DESIGNERS FOR THE PARTNER PROGRAM
TARGETED ADS
INTERNATIONAL PROJECT FOR TRAVELERS
4 AUTHOR'S QUESTS AND TOURS IN LISBON (RU | ENG)
17 HOURS AND 72 LOCATIONS OFF THE TOURIST ROUTES
RATING 4.9 OUT OF 5 AFTER PURCHASE
17 HOURS AND 72 LOCATIONS OFF THE TOURIST ROUTES
RATING 4.9 OUT OF 5 AFTER PURCHASE
WALLPAPER BRAND
CONSTRUCTING AND COPYWRITING
INTERACTIVE AUTHOR'S ROUTES-QUESTS
INTERACTIVE AUTHOR'S ROUTES-QUESTS
RESULTS