Why promotion must be full-cycle
One channel is a vulnerability. SEO only: an algorithm update — traffic drops. Ads only: the budget stops — leads vanish. Social only: the account is blocked — the channel is gone. Full-cycle promotion spreads the risk: organic brings cheap long-term traffic, ads bring fast controllable flow, social warms up and retargets, GEO places you in AI assistant answers, which people increasingly ask for recommendations. The channels reinforce each other: ad data shows SEO which offers click better; search queries feed topics for articles and creatives; brand traffic from social lowers the Direct CPC. This media mix delivers a lower cost per lead than any single channel.
SEO track: foundation and growth
We start with an audit: technical state, indexing, speed, structure. We collect the semantic core across the niche and cluster queries — one page per cluster. We fix technical errors, speed up Core Web Vitals, implement Schema.org markup. We grow content: articles for informational demand, pages for commercial demand, cases and reviews for trust. We develop the link profile — crowd marketing, guest posts, directories. We watch behavioral factors: snippet CTR, depth of view, returns to search. Organic is the cheapest channel in a 6–12 month horizon: the visitor cost is 5–20 times lower than ads, and the result compounds.
Paid channels: Direct and targeting
Paid traffic delivers leads from week one and serves as reconnaissance: campaigns show which offers, headlines and audiences work. In Yandex.Direct we run search and RSY: we collect semantics, write ads, set bids by profitability, clean non-target queries. In VK Ads and Telegram Ads we work with segments and creatives: testing hypotheses, scaling winners, retargeting site visitors. End-to-end analytics ties spend to leads: you see the cost per lead per channel and campaign. Budgets follow the 60/30/10 rule: proven combos, tests of new ones, experiments. Reporting — every week.
GEO: promotion in AI search
The audience increasingly asks ChatGPT, Alice and Perplexity about vendors — generative engines cite sources. GEO (Generative Engine Optimization) prepares the site for such answers: a clear structure with direct answers, facts and numbers the engine can cite, FAQ and Organization markup, an llms.txt file mapping the site for AI crawlers, mentions in sources the AI relies on. We monitor how the site and brand appear in answers for target queries and systematically improve citability. For IT topics this is already a measurable channel: in our data, up to 15% of B2B first touches start with an AI answer.
Analytics and KPI management
Full-cycle promotion is managed by numbers, not intuition. We set up one system: Yandex.Metrica and GA4 with goals, call tracking, end-to-end analytics into the CRM. You see the full picture: spend per channel, traffic, leads, cost per lead, sales conversion. Once a month — a strategy session: what worked, what did not, where the budget goes. KPIs are fixed in the contract: traffic growth, lead count, target CPL. We do not sell "working hours" — we answer for the result. If a channel is unprofitable, we show the numbers honestly and move the budget to working combos.
Timeline, cost and working format
Format: a 1-month strategy + monthly sprints. The first two weeks — audit, semantics, analytics setup and paid campaign launch: leads flow from week two. SEO results — from month 2–3, stable organic growth — from month 4–6. The full package costs from 60 000 RUB per month (excluding ad budget); the exact estimate depends on the niche and competition. The package includes: SEO, Direct management, targeting, basic GEO work, reporting and sessions. We work by contract with KPIs; every month you see what was done, what it brought and what is next. You can start with one channel and expand later.