VKontakte has announced an innovation that will allow you to create landing pages directly from the group completely free of charge.
To create a website, you just need to go to the community settings and create your website in a few clicks.
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The community is turning, turning into... a site
The VKontakte community is the basis for the future landing page. That is why it is impossible to do without the preparatory process. You need to add a detailed description, contacts, photos, product selections. Only after this can you start working. You can even create a website from a mobile device, but it’s still more convenient to do it on the desktop version. How it works.
In short, the community administrator selects the “Create a website” section in the settings. Some information is automatically downloaded from the community, while some must be filled in manually. Once all fields are filled in, you need to click on the “Publish” button. The end result will be a page like this.
What types of VK groups are there?
Typically, many users act as follows:
- create a small online store through a social network in the form of a community and, if possible, advertise partner groups, thereby receiving additional income for this;
- After creating a community and a little promotion, they find advertisers and periodically place advertising posts on the wall for a fee.
Whatever option you choose, always remember about the people who joined the group, because constant spam of the same communities or inappropriate offers from stores will lead to a decrease in unique visitors or final unsubscription.
How to analyze landing page effectiveness
Site statistics will be available in the community settings. Among the metrics: the number of unique visitors, the number of views, clicks on CTA buttons, and so on.
VKontakte also provided for automatic audience collection. Each website already has a pixel automatically installed so that it is possible to collect an audience for retargeting. This pixel will be displayed in the settings in the advertising account. So, the creators of the community and site will have the opportunity to launch a VK advertising campaign to the audience that was already interested in their products or the ease of creation cannot but have a negative impact on the functionality. Therefore, VKontakte sites have their drawbacks.
- Limited functionality. So far, sites based on the VK community do not support integration with many advertising tools, like other popular platforms. For example, you will not be able to install Yandex.Metrica or use the capabilities of Google Tag Manager.
- To create a website you need a well-designed and developed community. Since almost all fields are automatically filled in with information from the community, work on creating a landing page will still take quite a lot of time.
- There is no possibility of customization. Websites are created using almost the same template, so if you want a custom solution, you should take a closer look at other platforms or contact specialists.
- There is no information about how such sites are perceived by search engines. When compared with classic website options, the landing page will have a vk.link domain, which indicates that it belongs to VKontakte and is dependent on it.
- If it suddenly happens that your community is blocked (or you make it private), then the site will also become inaccessible. So there is a risk of being left without two channels of interaction with customers at once.
Where to look for site statistics
Immediately after saving the landing page in the “Community Site” section you will find statistics:
You can view data on site traffic, targeted actions and activity on the landing page. You can view statistics for today, yesterday, seven days, 30 days and 90 days.
By default, the “VKontakte” pixel is installed on the site created in the designer. If you want to connect counters or pixels of other systems: Facebook, TikTok, myTarget, Yandex.Metrics and Google Analytics, this can be done in the site editing mode in the “Analytics” section.
Creating a VKontakte website: brief instructions
If the disadvantages do not bother you, and you are ready to create a website, then here is a small instruction on how to do it. Step 1
. Go to the community settings section, select “Community site” and click the “Create site” button.
Important
: Make sure your VKontakte group is open. Otherwise, you won't be able to create a website. Also check that the group contains up-to-date information, fresh photos are uploaded, products are designed (if you are going to promote them), contacts are indicated, and so on.
Step 2
. Title and description. You can name the landing page exactly the same as the groups, or come up with a new title. The “Description” section will automatically display the text from the group description, but it can be edited, supplemented, or rewritten.
Step 3
. Cover selection. The minimum size of the uploaded image is 800×400 pixels. If there is no suitable image yet, then you can leave this item. In this case, VK uses a standard gradient. Photos can be uploaded later.
Step 4
. A very important point is the Call-to-action (CTA) button. Here you need to choose what action you expect from the user. Available options include:
- “Leave a request” – a form will open where the user can provide his contact information (name and phone number). Next they will come in community messages.
- “Call” – the visitor will see your number. If he logged in from a mobile device, he will be able to immediately contact you.
- “Write to email” – when you click this button, the user will be taken to the interface where he can write to you at the specified email.
- “Write on VKontakte” - users who are authorized in the social network will be automatically redirected to a dialogue with the community.
- “Follow link” – this button will redirect landing page visitors to an external site whose address you specify.
Step 5
. Adding benefits. Here you can write about the main advantages of your product. There are 90 characters allocated for each advantage. The maximum number of fields in this block is five.
Step 6
. Additional parameters – products, photos, reviews. In order for products to be displayed on your landing page, they must be added to the community page in advance. When creating a site, select the collection that you want to display. You can also select all products. The same goes for photographs - select the required album.
If you have a separate discussion with reviews in your group discussions, then select this topic. It must contain at least one review message. Administrator responses will not be displayed.
Step 7
.
When all fields are filled out, click “Publish” to start traffic to the site. To see how the landing page turned out in the end, click on the “Go to site review” button. Step 8
. Promotion. The site can be added as a landing page when creating advertising in VK.
VKontakte also advises posting a link to the site on other external channels:
- on maps (if the company has offline points);
- on other social networks;
- create a QR code and place it on printed media.
Recommendations for working with the designer
How to properly design a landing page in the social network designer:
- Pay attention to the address of your community. If you have a link like vk.com/club11111, then the link to the landing page will be similar - vk.link/club11111. Before creating a landing page, make the address more clear and readable, for example, vk.link/ppcworld.
- In order for information from the community to be loaded onto the landing page and the site to work correctly, make sure that the community is open.
- Set the correct community settings to add all the necessary blocks and elements to the site. For example, if you want the user to be able to send you a message on VKontakte from the site, enable the function of sending messages to the community.
- Try to fill out all blocks and fields as much as possible. The more information there is on the site, the easier it is for the user to make a decision.
- For the cover, choose laconic pictures without acidic colors, inscriptions and a large number of elements. You can search for the cover on stocks, making sure that the image is not template and corresponds to the theme of the business, or you can create it yourself using simple editors. An abstract image, pattern or gradient will also look good.
- Make sure that the text on the button matches the target action you have chosen and the topic of the business. For example, if you are creating a website to announce an event, the text “Buy a ticket” would be suitable.
Who is this site suitable for?
If your business has an active VKontakte group, but still does not have a landing page, then this option could be a good start. VKontakte sites are suitable for small businesses that urgently need a landing page and so far neither the issue of advanced analytics and the use of tools nor the issue of a domain name is urgent.
This format is suitable for testing hypotheses because it is easy to use and free. You don't need to understand programming to make changes. In addition, the tool is even to some extent simpler than some website creation platforms. Tests will show how effective advertising campaigns will be with such a landing page.
The idea of creating a website will appeal to all aspiring entrepreneurs and those who have been actively developing their groups on VK. This is also a great option if your main audience is concentrated on VKontakte, and you are already actively selling through this social network.
How to earn income from a VKontakte group?
Most of the VKontakte groups have a commercial bias to one degree or another (even groups with jokes and cats). For simplicity, we will divide all groups into categories depending on the method of generating income from them:
- Direct sales of goods or services are carried out through the group;
- The group is used as an advertising platform for other people's goods or services;
If we compare these categories by the number of groups that they include, it turns out that the absolute majority belongs to the second category. Such groups exist due to “passive income” from placing other people’s advertisements on the group’s “wall”.
Such VKontakte groups usually belong to individuals, not companies. It’s not difficult to guess the reasons: income from advertising posts will never be comparable to the sale of real goods or services, so companies simply do not need this (insignificant income). In addition, to receive at least something significant from such a group, a very large attendance is required, which is ensured only by a huge number of active subscribers. The latter is very difficult to achieve.
As for using a group to directly sell goods and services, the situation here is very different from the first case. For example, a large number of subscribers (hundreds of thousands and millions) is not required to generate significant income. The reason, as you understand, is also immediately clear: income from the sale of goods/services is usually significant and you do not need to sell a lot to receive significant amounts.
The considered methods of “monetizing” VKontakte groups are the main ones. We are not talking about others, since this has nothing to do with normal, honest business and in most cases comes down to “machinations” specific to social networks, which are naturally unacceptable for companies.
What will happen next
It is still unclear whether VKontakte sites will eventually become a popular tool for companies doing business on VKontakte.
However, the ability to create a landing page for free is still a good support for small businesses. The developers' plans for the future include adding the ability to integrate with advertising tools, various design options, and the ability to post content from the community on the landing page. Do you want to receive articles and news in a convenient format? Subscribe to our Telegram channel
Setting up the site to work like an application within a social network
So, the user has installed our application. Now we need to make sure that our site works fine inside Facebook and VKontakte. Firstly, when logging in via VKontakte, the user is immediately taken to your application within the social network. Secondly, the user can go there himself through buttons on his social network. And thirdly, which was the most important thing for us, the user is taken to the application when they click on the notification. More on this a little later.
If there were no problems with Facebook and the site functioned without glitches, then for VKontakte we had to work a little with the Javascript SDK. The only thing that had to be done was to adjust the height of the iframe and scroll the window to the top of the page every time it was reloaded. Also, when displaying a site within a social network, we allow the user to go to the site as usual.
In principle - nothing complicated. Now you have a website and applications for social networks Facebook and VKontakte.
