Channels, groups or websites for your own business?
In the last part of this long post we will try to understand whether or not Telegram can replace the classic websites. We will deal with the issue from the point of view of effectiveness, that is, from both Telegram and normal websites’, the ability to trigger the kind of interest on the final user that can be translated into concrete actions and, in the case of the business, into profit.
Since we cannot properly speak of profit except in relation to an investment, let’s analyze some of their differences and complementarities.
It is well known that there are non-negligible costs both to design and build a website, and to manage and maintain it, and that these costs increase if their completion were to be entrusted, in part or in full, to external personnel. On Telegram there are no costs for the creation of channels and groups, but above all you do not have to worry about any structural maintenance.
Both channels/groups and websites have the ability to convey information and content of any kind. What differs is the methods of use: on the former it is not possible to intervene with those customizations that allow the latter.
An important aspect to consider when communicating and interacting with the user is the simplicity with which you can organize your business proposals, goods or services, in order to meet the most diverse customer needs. On a website they will be easier to identify and, probably, more effective for selling. However, Telegram, with its groups and channels, does not fear comparisons about the ability to retain users by inducing them to read the message, in most cases, in a fairly short time. There are many who argue that the most favorable click-subscriber ratio belongs to Telegram. Attempts such as RSS, bookmarks and the like proposed by all web browsers to promote and facilitate loyalty to websites, in the vast majority of cases have not been fully successful. Loyalty is not a simple annotation to an RSS/bookmark. The latter are necessary for the former, but the former, in order to remain so, requires a relationship, not static or indefinite time intervals left to users at the mercy of countless diversified concerns.
In other words, the user subscribes to a channel or group because he is strongly interested in the topic and/or the commercial proposal and remains there for the continuation of this satisfaction, of which the interaction constitutes one of the fundamental pillars.
Several studies show that the number of users who use RSS is negligible compared to those who block the tab in their browser or access habitual websites by typing the URL. Self-completion played a decisive role and was very practical and fast. However, the lion’s share belongs to the well-established habit of searching for information of interest by querying a search engine.
If until recently the websites could be considered to have an advantage over the Telegram resources thanks to the indexations of the different search engines, today this advantage is close to extinction. In fact, the interest and the use of specific search engines for the Telegram/Telegraph platform is growing strongly.
And there’s more to it. A user who queries a classic search engine is looking for a specific information, therefore he’s not potentially interested from the start to the specific website that will provide it. In other words a search engine, following one or more terms entered by users, will return a large list of links towards relevant web pages. Once the information will be reached and taken, the user will process it in his original project forgetting the site that offered it. Except in rare cases and on the whole negligible, this is the most common behaviour.
Otherwise, users who query a specific search engine for Telegram, Lyzem and similars, will concretely express a priori the intention of wanting to subscribe to some Telegram resource that deals with the topic sought. Obviously, their preference will fall on those channels/groups that they consider most suitable.
Having indexed your website or channel roup / Telegram bot is and remains only an important starting point, a first decisive step, but by no means it is the final goal. Being indexed does not mean being able to get noticed and even less to get clicked. Indexing does not even guarantee that a search results will appear on the first pages, or the famous two or three pages, which are those that a significant mass of users consult before reformulating the search terms or abandoning it.
It is to give resources the opportunity to capture the attention of users, regardless of the position occupied in the various results, that search engines offer their targeted services. This solution is the only practicable and advantageous way to significantly increase visibility and consequently turn out to be preferred and familiar. It is usually those who invest in visibility who aim to offer quality.
Integrating Telegram with classic websites means reaching and involving a growing mass of users who, preferring it, are fraying relations with the most renowned social networks. Being on Telegram, have their own indexed channel/group by specific search engines, as well as invest in visibility, is undoubtedly the best strategy to fuel their business.Business which, at an embryonic level, is often represented by simply spreading one’s ideas, projects and passions uncensored.
Ultimately Telegram, as it was conceived and designed, does not lend itself to the complete replacement of websites. It should implement features that would risk taking it considerably out of those peculiarities that have distinguished it from the competition and that today allow it this incredible growth.
The solution is therefore not to seek a replacement for websites, but rather to update the operating paradigm: diversify the approach to your business by integrating it with the undisputed advantages that Telegram makes available to retain users.
Sending the user a commercial offer without forcing him to immediately visit the relevant website, or make him change the platform, is already a strategy in use in various Telegram channels/groups and which denotes particular attention appreciated by the users themselves. In fact, it allows them to manage information according to their commitments and timing, avoiding the counterproductive feeling of hasty equals that are not recommended. The user, therefore, in a moment of greater availability will not limit himself to only visiting the web page proposed by the offer.
Don't miss any post! Subscribe to the channel.