Terms First, Clarity Through Practice Core internet‑marketing concepts with a focus on Telegram appear daily in work and training. It’s normal if some terms feel complex or unclear at first—practice makes them understandable. Memorize the vocabulary now, revisit it as a reference, and reinforce knowledge through use.
Channels Publish; Chatbots Automate A channel in Telegram is a publishing space where creators post news, expert insights, or themed content, and where ads are frequently placed. It functions like a page on Instagram, a VK group, or a YouTube channel. A chatbot is an automated assistant that answers questions, collects data, and sells, serving as a flexible business‑automation tool in Telegram.
Fake Bots Distort Stats; Vet Channels In another sense, "bots" are fake users inflated to raise subscriber counts. Channels that rely on this are bot‑driven, lack a real audience, and waste advertising budgets. Media buyers must check channel quality and prioritize real, loyal audiences.
Traffic, Clicks, Reach, and Impressions Traffic is the flow of users who follow links, view pages, and act. A click is a transition via a link, button, or banner. Reach counts unique people who saw a post or ad, while impressions count total views, including multiple views by the same person. Impressions are always greater than or equal to reach.
Subscriptions and Target Actions (Leads) A subscription is when a user opens a Telegram channel and taps Subscribe. A target action—also called a lead or application—is the action an ad or integration is launched to achieve, such as leaving a request, subscribing, registering, or buying. It is the reason the campaign runs.
Creative, Offer, KPIs, and Testing A creative is the ad itself—text, photo, banner, or video—the visual message people see. An offer is the proposition, for example “30% off for orders placed by week’s end.” KPIs are the key performance indicators that define success, such as “subscriber no more than 100 RUB” or “application for 300 RUB.” Agreements with clients often hinge on KPIs, influencing guarantees, bonuses, and pricing. Testing compares versions while changing only one element (such as the image) across similar channels so the better‑performing variant becomes the new baseline.
Paid, Organic, and Viral Reach in Telegram Paid reach comes via advertising. Organic reach comes from your own subscribers and forwards that spread awareness. Viral reach arrives through reposts and recommendations from similar channels, including suggestions shown after someone subscribes. Telegram lacks a smart feed like Instagram or VK, so virality works through reposts and recommendation blocks.
Landing Pages, Lead Magnets, and Unique Offers A landing page is a single‑page site built for a specific goal such as selling or registering, unlike a multi‑page e‑commerce site. A lead magnet is a free bonus exchanged for contact details or another target action, like downloading a checklist in return for an email or phone number. A Unique Selling Proposition (USP) is what sets you apart—e.g., 15‑minute delivery or a lifetime warranty. USPs apply both to you as a specialist and to clients when crafting ad texts that highlight their strengths.
CR/CTR, CPC, CPM, and LTV CR (conversion rate) is the share of people who complete the desired action. CTR reflects clickability—clicks divided by impressions—to gauge how workable an ad is. CPC is the cost per click, and CPM is the cost per thousand impressions. LTV is how much money a client brings over the time of cooperation; a high LTV shows long relationships, reduces the need for constant new clients, and strengthens your commercial offer.
ROI, Tools, Growth Tactics, and Channel Architecture ROI measures return on all investments, ROMI focuses on marketing investments, and ROS is revenue divided by costs; in practice, work often orients to ROMI and ROI. Parsers collect data such as subscribers or client contacts, posting is publishing posts, and a brief is a questionnaire that gathers detailed information about a client’s business before cooperation. Mutual PR is barter promotion between comparable channels, target audiences can be segmented as female (ZhTsA) or male (MTsA), and reinvest means channeling earned profit back into larger ad budgets. A channel “on buying” actively purchases ads to grow; inviting is spam‑adding to chats or channels used at most to seed an initial subscriber base before ads; clickbait uses enticing headlines to trigger clicks or subscriptions. A niche is the business sphere, a topic is the channel’s direction, “scam” denotes fraud, and subscribers are users who joined; bio is the channel or profile description, a username is the @handle, a bridge channel links to a private main channel to hide ad sources from competitors, stats track subscriber dynamics by day, week, and month, and roles include sales manager (man), admin, and content maker.