Step 1: Analyze your competitors
Competitor analysis will help answer the question of whether Zen is suitable as a platform for promoting a specific brand. What you should pay attention to:
how competitors operate;
what content format is used;
What topics do they write about?
In general, Zen is more focused on B2C communication, but there are a number of exceptions. Analyzing the presence of B2B companies with a similar niche or product in Zen will help determine whether it is worth creating a channel.
Step 2: Evaluate time and financial resources
After deciding to launch a channel on Zen, it is important to make sure that you have enough time and financial resources to create content regularly.
If a brand has not been published in Zen for more than two paraguay mobile database weeks, its chances of being included in the recommendations selection are significantly reduced.
Those who have found the time or delegated this task to an agency or specialist need to continue monitoring the work of competitors and the audience's reaction to the content in the channel. Perhaps some tool will prove effective and there will be a desire to scale the effect to expand the target coverage.
Step 3: Take care of your audience
As last year showed, the easier the brand communicates with the user in Zen, the warmer and more sincere the audience will be during the interaction.
It is important to maintain a balanced ratio of content on general topics, selling and engaging.
The visual design of the channel plays an important role: it is easier for the reader to navigate the information if the header clearly indicates the channel's topic and the benefit to the audience. To help authors, there is the option to pin three publications of any format.
Organizing “days of silence” during unfavorable periods, adding time codes to videos, sharing the results of a survey with subscribers—all of these are elements of showing concern.
Note from SKAN: Communication in Zen as part of the company's PR strategy
When a company includes work in Zen in its communications strategy, it needs tools to monitor and analyze interactions with the audience on this platform.
Zen has built-in statistics on views, readings and other indicators, which are convenient to use to compare activities carried out within this platform. SCAN helps to consider Zen in the context of other communication channels: to track company mentions and compare the effectiveness of interaction with the audience.