TELEGRAM PROMOTION

Introduction

How we attracted 430 customers for an entrepreneur launching a mentorship to create financial independence.

Introductory data

• Olesya Kostina is the author of the workshop, an entrepreneur and co-founder of two sunflower oil plants in Altai Krai. She has passive income from real estate, currency and stock assets, gold, cryptocurrency, as well as shares in businesses and collective investments.
• No Telegram channel, no Instagram, no product.
• Lack of understanding of Telegram advertising launch.
• Start of advertising campaign packaging 2 weeks before the New Year (period with increased price per subscriber by 30%).

Purpose

Attract a target solvent audience to the website and Telegram-bot and monetize them for sales to create passive income. The average mentoring check is 100,000 roubles.

Target audience

• People who want to start their own business or leave employment to increase their income.
• Those who are tired of living from paycheck to paycheck.
• Entrepreneurs looking for new promising and stable directions for business in the crisis.

Promotion strategy

1. Writing and testing advertising pitches Based on the brief, advertising pitches are written and tested. For new clients we usually test 3-4 pitches in 4-5 channels with different topics. For Olesya we tested 4 pitches and chose the 3 most effective ones.

2. post analysis and selection of advertising channels After the tests, we analyze the effectiveness and create a selection of channels for purchase. We check each channel for bots through analytics services. It is often possible to get a discount of up to 15% for repeated placement, which saves budget and reduces the cost of a targeted subscriber.

3. Approval of dates and filling out the report We form a table with the distribution of all placements by date and select the most successful days for the release of advertising. We give the client access to this file for transparency of advertising budget utilization. In the course of the campaign we analyze and monitor the quality of the ads we produce on a daily basis.

Promotion results

For 10 days of promotion (the period 2 weeks before the New Year, when the price per subscriber is higher than usual):

• Spent: 98,222 rubles
• It came: 430 customers
• Price per subscriber: 228.42 rubles

Conclusion

The launch of an advertising campaign in Telegram a short time before the New Year showed excellent results. The use of a well-thought-out strategy and testing of advertising pitches helped to attract the target audience and ensure high conversion rates at reasonable costs.

Introductory data

• Expertise in promoting self-made decorative cosmetics sold on marketplaces such as Wildberries and Ozon.
• A packed channel with an audience of 2,700 subscribers.

Purpose

In February 2023, the team made a 900k launch on Telegram after buying 25k worth of advertising. The client returned in March 2024 for a new batch of traffic to make a million-ruble launch on Telegram.

Target audience

1. Young Women (18–35 y.o.):

• Looking for high-quality yet affordable decorative cosmetics
• Eager to experiment with looks and follow current makeup trends
• Actively shopping via social media and marketplaces

2. Women with Average Income (25–45 y.o.):

• Prefer the convenience of online shopping and fast delivery
• Seek good value for money
• Rely on reviews and ratings when choosing cosmetics

3. Young Mothers (25–40 y.o.):

• Prefer quick and easy makeup solutions
• Look for safe and hypoallergenic products
• Choose online shopping due to busy lifestyles

4. Students and Young Professionals (18–30 y.o.):

• Keep up with new launches and cosmetic trends
• Want affordable yet quality products
• Actively engage in loyalty programs and marketplace promotions

5. Makeup Artists & Cosmetologists (25–50 y.o.):

• Need reliable, professional-grade products
• Trust peer reviews and expert opinions
• Prefer a wide product range and easy online ordering

6. Women with Sensitive Skin (20–45 y.o.):

• Seek cosmetics with natural ingredients and no harsh chemicals
• Focus on product safety and hypoallergenic properties
• Prefer products suitable for everyday use

Marketing Strategy

1. Channel Packaging Analysis
The channel was already well-packaged, clearly showcasing expertise and brand positioning — ideal for attracting a new audience.
2. Crafting and Testing Ad Creatives
Based on the client brief, we develop several ad creatives. Testing is conducted in vetted Telegram channels where we've previously run successful campaigns.
Typically, we test 2–3 creatives across 6–8 channels in different niches.
For this project, we tested 3 variations and kept the 2 most effective ones.
3. Channel Selection and Payment
After testing, we analyze the results and compile a list of the best-performing channels for the main campaign.
Each channel is vetted for bot activity using analytics tools. We have a curated base of verified channels from past campaigns.
When buying placements, we often negotiate discounts with admins for repeat ads, helping reduce the overall budget and cost per subscriber.
4. Scheduling and Reporting
We coordinate ad dates with channel admins based on the target audience's activity.
A report table is created for the client, showing key metrics: ad date, cost, and cost per subscriber.
During the campaign, we monitor deadlines, ad quality, and performance.
If needed, we negotiate ad extensions or free reposts to maximize impact.
5. Final Performance Report
At the final stage, we compile a detailed performance report based on the campaign data.
It includes insights on which ad creatives performed best, which channel topics converted more effectively, and how much the channel’s viewership grew during the promotion.

Promotion Results

• Duration: 2 weeks
• Total Ad Spend: ₽59,100
• New Subscribers: 474
• Cost per Subscriber: ₽124.68

Project Overview

Project:
A children’s mental arithmetic school previously active only on VK, aiming to expand into Telegram.

Purpose:
To attract traffic for a free mental arithmetic training program.

ResultsExample Ad Purchase Table:
(Screenshot 1 – breakdown of Telegram ad placements and spend)

Traffic & Conversion:
Traffic was directed to third-party platforms.
Telegram traffic showed comparable performance to other channels:
30–60% of clicks from Telegram resulted in sign-ups for the free course.

Ad Buying Strategy

Where the Ads Were Placed
The campaign primarily targeted Telegram channels focused on education and parenting:

• Child education and development
• Educational and learning content for kids
• Parenting tips and life hacks

We also tested broader categories such as:

• Business
• Motivation
• Educational/Informative content

In total, ads were placed in 150+ Telegram channels.
Some channels generated 100–150 sign-ups, while others delivered 500+, showing excellent performance.
The average cost per qualified lead was ₽280, which is a strong result for this niche.

Channel Selection and Analysis
One of the key elements of Telegram advertising is the manual vetting of high-quality channels.
Selection criteria included:

• Regular reinvestment in audience growth
• Reasonable CPM (cost per 1,000 views)
• High engagement rate (ERR)

Working Channel Discovery Strategy

Platforms Used for Channel Research:

• TGStat
• Telemetr
• Telega.in

Channel Filtering Criteria:
Manual selection based on key metrics:

• ERR (Engagement Rate): 10–20%
• Reasonable CPM: For example, in the IT niche, CPM starts from ₽1000
• Bulk Ad Purchases: Help reduce costs significantly

With consistent ad buying, we built a list of trusted admins and quality channels.
This made future campaigns more efficient and streamlined the entire process.

Conclusion:
Effective Telegram advertising for the children’s mental arithmetic school led to attracting qualified leads at an average cost of ₽280 per client.By applying proven channel scouting strategies, performing manual filtering, and avoiding low-quality sources, we achieved a high conversion rate and optimized the ad budget.