Business in Russia: everything you wanted to know

Last year was unprecedented. It's was emotionally tough, physically tough, just tough. The war divided the whole nation, it's divided families, divided people.

I can't publicly speak my true feelings anymore, now it's illegal. So i won't. I just hope it will stop someday so we could all wake up from this nightmare.

Business is not just about the company but also people. We all have families to support, rent to pay, children to take care of. That's why we do all we can to keep our companies sustainable financially.

Here’s what we do every day to keep our business growing:

Segmentation and understanding your customer

As customer acquisition has become more difficult due to the inability to advertise on Instagram and Google, the focus is shifting to working with the brand's own loyal audience. Segment it to better understand the needs of each segment, convert sleeping customers into active ones. Collect data, update your customer portrait on a monthly basis.

Retention instruments is a must

Use retargeting, RFM-analysis, upgrade you trigger email-chains to retain your core loyal audience. Dig deep in your loyalty program, adjust it to keep up.

Find new ways to advertise

We had to shift our focus from advertising at Google/Facebook/Instagram to, for example, Telegram, Vk, new emerging projects, offline-advertising. Support local businesses, collaborate so you can expand your audience even more while also helping each other.

Build your community

Connect with your audience, find a way so support it, to establish a trustworthy relationship with your brand. Don't push it to hard, be reasonable, be compassionate. Post only when you really have something to say

Keep up with the change

Review keywords and campaigns in contextual advertising. Review your metrics and goals. The more changes occur in the world, the more often it needs to be done.

Use personalisation

When you are talking to everyone at once, you are not talking to anyone. Use personalization: personalized emails, personalized offers, personalized advertising.

Change your tone of voice

TOV is crucial to establish a meaningful connection with your customer. Choose your words carefully, be gentle. Don't use aggressive adverting — ain't nobody got time for this. Marketing is all about emotions. They don't just buy a product, the buy emotions, a fantasy, something that can magically make their life a little bit better.