Targeted advertising
Targeted advertising in VK and Telegram for manufacturers and distributors of building materials: audience segments, creatives, tests, warm-up and lead forms.
In the building materials niche, social networks are more often used “for image” or “for show.” A systematic approach to targeting - with audience segmentation, testing of…
Implementation stages
4
The number of steps in the implementation work plan.
Blocks included
8
How many specific works and artifacts are included in the service?
Model phases
3
Analysis, 2 months of putting things in order and transition to payment for results.
Focus
Targeted advertising
Applied specialization for the tasks of manufacturers and distributors.
Service essence
CoreTargeted advertising is a channel for reaching and warming up a B2B audience. Unlike the context where a person himself is looking for a product, the target shows advertising to the right people by position, interests and behavior. For building materials, this is an opportunity to reach developers, architects, buyers and construction company managers before they start looking for a supplier.
In the building materials niche, social networks are more often used “for image” or “for show.” A systematic approach to targeting - with audience segmentation, testing of creatives and warming up through content - is rarely used. At the same time, VK and Telegram provide access to a B2B audience that is difficult to reach through other channels.
Key focus
Context
Targeted advertising is a channel for reaching and warming up a B2B audience. Unlike the context where a person himself is looking for a product, the target shows…
Key focus
Approach
In the building materials niche, social networks are more often used “for image” or “for show.” A systematic approach to targeting - with audience segmentation, testing…
Risk map
Typical problems
Dependence on 1–2 large clients
no systematic attraction of new ones
There is no access to decision-makers
it is difficult to reach the owners and commercial directors of construction companies
Weak brand awareness
competitors are better known in the regions, although the product is no worse
Marketing does not warm up
the first contact immediately leads to a sale, without intermediate touches
What is included
DeliverablesHow we work
Roadmap01 · Preparation
1 weekSetting goals and KPIs
- Setting goals and KPIs
- Analysis of audience and competitors in social networks
- Preparation of creatives and texts
02 · Testing
2–3 weeksLaunching test campaigns with a small budget
- Launching test campaigns with a small budget
- Tests: 3–5 audiences × 3–5 creatives
- Identifying working connections
03 · Scaling
by agreementIncreasing the budget for effective links
- Increasing the budget for effective links
- Connecting retargeting and Look-alike audiences
- Starting heating circuits
04 · Optimization
by agreementRotation of creatives (fighting burnout)
- Rotation of creatives (fighting burnout)
- Expanding audiences and geography
- Weekly analytics and adjustments
Result
OutcomeResult 1
Measurable impact
Reaching target B2B audiences that are difficult to reach with context
Result 2
Measurable impact
Brand awareness among decision makers in the construction industry
Result 3
Measurable impact
A stable flow of applications through lead forms and warm-up funnels
- Reaching target B2B audiences that are difficult to reach with context
- Brand awareness among decision makers in the construction industry
- A stable flow of applications through lead forms and warm-up funnels
- Understanding which segments and creatives perform best
- Entering new regions with minimal risk - a quick test of demand through target
Why us
PillarsWe understand the B2B audience in construction
we know how to segment and reach developers, contractors, and buyers
we know how to segment and reach developers, contractors, and buyers
We work with a long cycle
we don’t wait for an application from the first touch, we build warm-up through content and retargeting
we don’t wait for an application from the first touch, we build warm-up through content and retargeting
AI enhancement
fast generation of creatives and text variants, analysis of results to speed up testing
fast generation of creatives and text variants, analysis of results to speed up testing
Connection with other channels
the target enhances context, SEO and content marketing, working in a single strategy
the target enhances context, SEO and content marketing, working in a single strategy
Cooperation model
ModelFree funnel analysis
45 minutesWe call each other for 45 minutes, fix bottlenecks and outcome criteria.
We put things in order in 2 months
2 monthsWe reassemble channels, analytics and the connection between marketing and sales according to the roadmap.
Then we work for %
after 2 monthsAfter the stabilization phase, we take % only of additional revenue from CRM.
Sign up for a free funnel analysis
Start with a free analysis of the funnel for 45 minutes: we will fix the baseline, agree on a plan for 2 months and the rules for calculating additional revenue from CRM.
Sign up for a free analysisBook a free funnel audit
45-minute call: we review your current channels and lock the first 2-month improvement plan.
Or message us in Telegram if chat is more convenient for you.
Message in Telegram